Content Marketing for MMPs
A quick look at our Clients page will show that Quiet Corner Communications has worked with a number of clients in the mobile marketing space — some of which are Mobile Measurement Partners (MMPs). It’s no coincidence that companies in the mobile marketing space, especially MMPs, turn to content marketing to spread the word about their companies. Mobile measurement is a complicated topic, and it requires a lot of education to help potential clients understand what MMPs do and how they provide value.
We know that MMPs have been hit hard by marketing budget cuts and the tech crash, so today, we’re sharing some of our thoughts on the best tips for marketing your esoteric and hard-to-understand products.
If you’re a mobile marketing newbie, learn more about mobile performance marketing with these resources we helped create:
1. Answer the questions your clients are asking
Rebecca and I often ask our clients what questions their clients are asking them to get an idea of what the larger industry is thinking about (this is good advice for any B2B company looking to get into content marketing). If a client is asking you a question that isn’t product specific, it’s likely potential clients are out there asking that same question and not finding answers. Answering questions creates a great opportunity to get new prospects into the top of your funnel while establishing your brand as a trusted source of information.
2. Feature your experts — they help you stand out among the crowd
I’ve noticed that MMPs have done a great job of tackling the low-hanging fruit of content marketing: SEO-optimized content. In fact, they spend a lot of time defining basic ideas, which in other industries might not make a ton of sense. After all, you can assume a certain level of knowledge for people making purchasing decisions. However, in mobile marketing, that isn’t a given, as general digital marketing expertise does not always translate. There are lots of acronyms and terms that don’t always make obvious sense (I’m looking at you “incrementality”). However, if you’re just now breaking into the content game, I am here to tell you the other MMPs have got it covered. So if you want to stand out among the competition, it’s time to put your expertise on display. That means relying on the smartest people in your company to share their insights, outcomes, and data. Clients pay for access to your human resources as much as they pay for your tools.
3. Tell stories to humanize your brand
There is a reason case studies are a staple of B2B content: they take a lot of industry jargon, incomprehensible acronyms, and in-depth data and make sense of it all. People love stories, and even if they forget the names of the tools you use, what that acronym means, and exactly how much money you saved a client, they will remember the story. Any time you can go beyond the nuts and bolts details of what you do and talk about the impact it has on your clients, do it!
Content marketing is a great strategy for B2B companies dealing with a heavy educational lift, so even if you’re not an MMP, these tips will likely serve you well. But if you need help hammering out your content strategy, feel free to reach out.
