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How to Use the iPad for Content Marketing

by Rusty Bishop  |  
April 5, 2013

The iPad is, quite possibly, one of the best way for marketers to enhance their brand image and interact with customers. With iPad in hand, your customers have the ability to view product information and engage with interactive content, all the while staying mobile.

More than half of all adults in the US own either a tablet or a smartphone, and one-third use mobile devices to surf the Web and watch video; no wonder marketers are creating platforms designed explicitly for mobile devices.

Creating a marketing campaign using the iPad can increase the customer conversation by delivering exactly what customers want, when and where they want it.

Though the iPad is the perfect marketing medium for reaching the new mobile generation, marketers are struggling to find new and innovative ways that encourage and enhance customer conversation.

Here are a few basic steps you should keep in mind when optimizing your collateral for the iPad.

Create customized content

The first step in adjusting your collateral to take full advantage of the interactive qualities of the iPad is to create customized content, which can be anything from branded content to articles, videos, and images that are told from your company's perspective.

With customized content, you are stepping away from static, generic messaging and taking advantage of the opportunity to optimize your marketing collateral for customer interaction—helping you to not only encourage customer dialogue but also plant the seeds for a long-term relationship in which the consumer will be able to associate your direct marketing strategy with a trusted brand.

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Dr. Rusty Bishop is co-founder and chief sales officer of FatStax, a branded mobile sales app and content delivery tool. He regularly speaks to companies about how iPads can be used effectively in the field.

LinkedIn: Rusty Bishop

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  • by Joyce Grace Fri Apr 5, 2013 via web

    I'm really surprised this article didn't talk about making sure your site design is responsive to start with. If you design for mobile first, then your content should flow nicely and be readable for mobile tablet users. Also, I'm curious if you know of any UI tests that have been done on mobile tablets, since we know that with the Internet in general, people tend to skip over images and graphics to focus on text.

  • by Courtney Bosch Sat Apr 13, 2013 via iphone

    I disagree and think in general visual content has become more of the focus over text. I think optimizing for mobile in general (not necessarily just the iPad) is important as more and more consumers utilize their smartphone and/or tablet to access information. Agree that responsive design is critical and should be a starting point.

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