Content is the reason why search began. People crave knowledge, whether is for recreational purposes, do-it-yourself, self-improvement, health or lifestyle. There is always something to search for. But, what does content marketing mean for business? It’s about being first. It’s that moment when the consumer finds a product, information, or service interesting enough to take the next step. This is a process that marketers have to pave the way for in a frictionless ecommerce platform or brand building opportunity. While desktop users are common, 91% of smartphone users turn to their devices for ideas while doing a given task.

Content for business is any form of communications that creates an experience for omni-channel shoppers and information seekers. A seamless shopping experience whether the customer is shopping online from a desktop or mobile device or by telephone This is achieved by strategic goals for online exploration, product details, reviews and shopping. What was once known as truth marketing, or rather Zero Moment of truth (ZMOT) – a term coined by Google in 2011 – achieved when the consumer does research and decision making prior to an instore or online purchase. This term has now evolved to “Micro-Moments” termed by Google today. According to Google, a micro-moment occurs “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something – Think with Google 2015.

91p of smartphone - content101


Here are some essential strategies that can help you win micro-moments:


Develop a content marketing strategy

Content marketing over multiple platforms, is imperative for businesses to be recognized in the sea of companies present on the internet. Posting videos, creating e-books, product reviews, email newsletters, shop promotions, writing blogs and social media posts have proved to be a way forward. Create content that is in front of a client to communicate and share with others.


Streamline your content process

Craft your content and prepare your editorial calendar. Content marketing involves the process of connecting with your audience at the best possible times. Social networks have been revolutionizing content and keeping up with current market trends is to win the customer’s attention.


Know your target market

It’s about building a community and understanding the need for content. Meet the people that are interacting with you and create a meaningful experience.  By this you can create a customer journey through decision-making-moments. E.g. in that moment the consumer, wants to purchase a product, find the best ADSL deals, book a flight or need to know how to install something.


Create mobile friendly content

The idea of micro-moments is having content available to consumers who turn to their devices for information. To maximize these micro-moments is to shift to mobile by creating a mobile strategy and create useful mobile content that is optimized for the mobile experience. The prime of internet exploration is mobile interaction and for this reason, content is now optimized for better results. People engage on apps over smart devices increasingly today and this will only grow with technology in years to come.


Measure, analyze and track

Every marketer needs to know what the consumer wants, what they want to buy and where they want to go. By strategizing your content to the need of your audiences and by optimizing this through the mediums using demographic information will increase your ROI (Return on Investments) in online strategies. This is vital for businesses using paid applications such as Google Adwords and Facebook for business for example.


So what does Google’s ‘Micro-Moments’ mean for content marketers?

It’s important to be in the moment, but also maintaining specific content – is what makes micro-moments the new battleground for brands. To successfully optimize content and to be number one in searched information, we can take the following key points into consideration:


  • Be useful
  • Be quick
  • Be recent
  • Be consistent
  • And be engaged



Offering free information is the introductory for the content marketing process. It’s up to key analysts to determine the right way of marketing the content through relevant platforms for the target consumer for successful online and mobile marketing.




Source: Google/Ipsos, Consumers in the Micro-Moment study, March 2015. Based on the online population n=9598.


Written by Fatima Karrim. Fatima has worked in the Marketing Communications industry for the past 8 years. She has completed her degree in Corporate Communications at the University of Johannesburg. Being dedicated to Internet Marketing, Fatima has build an understanding of customer relations, by making use of essential tools. She specialises in Information Management by approaching it through online and email marketing. Fatima has had the opportunity to assist start-ups and established businesses with brand identity, concepts, design as well as developing online strategies for marketing communications.