If you’re a content creator who wants to get exponentially more engagement, response, and “brand power” from your content, this article will show you how.

This is the story:

A few years ago, I had created a niche-based digital course designed for a small portion of my audience, which was not even close to the sales of my other courses. So after selling it, I told my small group of clients where they could consume my website content, and then went about business as usual.

But right after that, something very strange started to happen.

My little “niche” product that almost no one bought garnered more than 10 times more engagement than all of my most popular courses combined.

At first I thought I must have accidentally hit some kind of “nerve” with my list.

After all, I was getting many times more people consuming and completing the course, interacting with me about it, asking questions and giving feedback than I ever received from my much more popular products. So I decided to ask my clients what it was about this particular course that was so worth participating. That way, he could do more of what he was next time. Much to my ego’s disappointment, it had nothing to do with the quality of his course. Nor had I magically stumbled upon some kind of secret demand on my list. It was all the result of an extremely embarrassing “rookie” technical error that was especially humiliating for a world-renowned software developer and former Navy nuclear engineer who prides himself on my attention to detail. You see, what happened was that I had set up my product on a WordPress site and foolishly forgot to set security permissions to protect content from being illegally downloaded and shared. This is the first thing any responsible online marketer or software developer does. Failing to do so was as negligent as an airline pilot failing to check to make sure there is fuel in the tank before take off. And it turned out that my clients, who were tech developers and more software savvy than the norm, not only started downloading my content (rather than consuming it through their desktops as I intended) … they knew how to copy easily that content. on their phones. That’s why I was getting so much participation, more questions and a lot of comments.

However, it was not because of any “genius” on my part, but because the content was available on their mobile devices.

In other words:

That content was simply easier and more convenient to consume.

Naturally, I took this marketing “information” and started making my other courses, group coaching, and trainings easier to access over the phone. And while that certainly did get better results, more engagement, new back-end sales, and more business overall … my content wasn’t getting the same kind of “frenzy” engagement that my little niche product did. So after some more experimentation and testing, talking to my clients, and delving into research on optimal learning and how the human brain wants to interact with content … I discovered another important piece of the puzzle. And what I found was that, to achieve that elusive hyper-engagement I was pursuing, it wasn’t enough to simply make that content easily accessible on my clients’ phones by making my sites “mobile-friendly” or “mobile-responsive.” mobile devices “or” compatible with mobile devices “. No, to achieve those extreme levels of commitment …

That content had to be delivered specifically within a mobile application.

What had originally happened was this:

My clients copied the content to iTunes, YouTube, and other media player applications on their phones, and consumed the content through those applications, not the web browsers on their mobile phones. And this ridiculously simple change in the way I delivered content dramatically revised my entire business, the way my customers engaged with me, and my sales in general. After that, I became obsessed with learning and mobile sales and took a “deep dive” into the topic. I began by examining research by some of the brightest technology engineers at prestigious multi-billion dollar software, hardware, and technology companies. During this research, I discovered all kinds of cool facts that I had never heard of before, even during all my years as a developer, and while creating multi-million dollar marketing, SEO, and website and email automation campaigns using some of the most sophisticated software. planet systems.

For example, I learned:

The average person touches their phone almost 3,000 times a day.

The phones of those same people are always within 3 feet of them, even when they sleep, eat, drive, travel, fly, hike, work, wait for appointments, exercise, walk the dog, watch television, play with their children, do shopping, lying awake at night plagued with insomnia, at parties, sitting at the bar or even when in the bathroom

  • More than 70% of all digital content is now consumed on mobile phones

  • A whopping 92% of time spent on a phone is in an app, NOT a web browser

  • Less than 8% of people log into a website through a web browser on their phone to consume

  • courses, entertainment, or other content (which is why, for example, Facebook’s course completion rates are an abysmal 4% on average), yet web browsers and desktop applications are still the way the vast majority of companies deliver their content

  • More than 600,000 websites are created per DAY, creating armies of competition in the market, while only about 60,000 mobile applications are published in the Apple and Google Play stores per MONTH (and about 1/3 of them are just updates, not new mobile apps) where there is much less competition

  • All of which means that hardly anyone in any niche or in any industry is offering their content on a legitimate mobile app … although that’s where all of your customers and customers go, where they want to consume and engage with the content, and most importantly. .. where they clearly prefer to buy your content.

What exactly does all of this mean to you?

It means that if you are one of the few companies that delivers and sells your content on a legitimate mobile app (and not just a “mobile optimized” site or cheap desktop app pretending to be a mobile app) … where your customers & customers already are, and where they prefer to consume and pay for content … you automatically have a great “built-in” advantage over all companies that don’t have a mobile app. Like early website users, they had a huge built-in advantage over companies that didn’t have a website.

And that’s just to start.

I also quickly realized the importance of a company developing its own app, rather than relying on and sending its customers and clients to iTunes, YouTube, Facebook, Vimeo, or any other company’s mobile app platform to deliver their content. paid or free. That way, you can stop sending your hard-earned customers to those companies and their “worlds,” with all the distractions, third-party ads, privacy violations, platform removal, and where your competitors are always fighting each other over attention. . And instead, you can send your customers, clients and prospects to YOUR world, where there is no competition and where you are the only one they are paying attention to while inside your app.

I also learned many more lessons during this time.

But for content creators specifically, here’s a summary:

1. Put your content in a mobile application to make it easier to consume

2. Develop your own application

3. If money is an object (having an application developed can cost between $ 50,000 and $ 125,000) look for what is called a “Container Application”

These are applications within a mobile application that another company has created specifically for companies that cannot afford their own mobile application, but still want the power that a mobile application can bring to their content and their business.

This is how they work:

A company that sells a container app lists it on the Google Play and Apple stores. And you can have your own mobile application presence “within” that application, along with all the other customers of that company. It’s still your app (within the container app), but you just won’t have your own app in app stores. That means what you sacrifice in the ego boost, visibility, and rankings of having your own app in app stores, you make up for in having a small monthly price and letting the company selling your container app access. worry about keeping it compliant. , updated and maintained behind the scenes for you.

Whatever the case, get serious about mobile app technology.

If you can afford to build your own, it is ideal.

But if money is an issue, find one of the many container apps available. Then put your content there and watch what happens to your engagement, sales, and response. If your experience is like mine and thousands of other content creators, I think you will be quite happy with the results.

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