Micro-moments are not a revolution in content marketing. The practice of reaching consumers digitally at different touchpoints and having to consider context during content creation isn’t new. Micro-moments are distributed across the consumer journey or happen across different phases of the AIDA model.
Mobile optimization has long been a standard component of any good online marketing strategy. Websites are increasingly designed using a mobile-first approach. And it should come as no surprise that technical, mobile SEO is becoming ever more important.
Google’s concept of four key micro-moments has raised awareness of the importance of smartphones. It has also reminded many marketers of how quickly companies have to capture the attention of potential customers online. This means that marketers are required to pay more attention to the needs of their customers. Designing content to meet these needs should be a top priority for content marketing.
Many companies still aim for rapid lead generation. They would like every piece of content to convert users directly into paying customers. But during micro-moments, the customer journey is often in its early stages, and users may not be ready to close a purchase just yet. You can win micro-moments if you have persuasive content, stick to a pull strategy and trust in the strengths of inbound marketing rather than resorting to an aggressive push strategy.