By Joe Pulizzi published January 25, 2012

Tablet Content Marketing: Crazy Stats and Time to Move

Apple iPad SalesIf you are not up on the latest statistics on the tablet, here are some to chew on:

Tablet: The Curl-Up Device

Historically in marketing, we have talked about print being a “lean-back” technology (I want to learn and take it all in), while computers are “lean-forward” technology (I’m searching for something).

In reading Jason Calacanis‘ newsletter last week, him and his team came up with an interesting way to relate to tablet behavior. They called it “curl-up” technology. So true.

For example, I was on a plane yesterday where every person around me (and I mean EVERY person) had an iPad. Some were watching movies.  Others playing games or Apps.  Others reading.  One was listening to music. In almost all cases, they really were “curling up” with the device, almost like you would relaxing to a great book.

Taking Action

In looking at our web stats for the Content Marketing Institute, our readers are now accessing our site via tablet and smartphone almost 5 times more than they were just a year earlier. While just 10% of our total readership, we expect this stat to be approximately 25% next year.

We don’t know the answers yet, but things we are thinking about include:

  • All our content must naturally work on the tablet device.
  • We are not nearly doing enough in video content. Video from 15 seconds to two minutes is going to be critical from here on out.
  • Textual and video integration with Kindle and iPad is right now.  Google’s Zero Moment of Truth integration with their Kindle for iPad version shows you a simple method of what we all should strive for.
  • Is there an audio play here?
  • How can we take one story and develop that story out into multiple formats and channels, telling the same engaging story in the multiple ways our readers want it?  Do we have to?
What questions are you struggling with? The only thing we are sure of is this…now is the time.

Image credit: MacObserver

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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  • Alexander

    I’ve learned a lot from your blog here! Keep on going, I will keep an eye on it.

  • James Paden

    We (Compendium, the business blogging software company) thought you guys would like some actual stats to go along with Joe’s thoughts: Tablet Traffic to Corporate Blogs is up 250%

  • Deana Goldasich

    Love this post, Joe! This has been on our radar too — especially with how we’re approaching content for our clients. We realized lately that we’re actually shying away from interactive content because of the Flash/Tablet issue. But HTML5 is changing all that — allowing for Tablet and iPad-friendly content delivery. Lots to learn. Here’s a great post that outlines HTML5 quite nicely. Buckle up, the ride just keeeeeeeps on moving! 🙂

  • Sarah Mitchell

    Hi Joe,

    I couldn’t agree more about the importance of the tablet. One of the first questions people ask me about CCO when I’m speaking about it is, ‘How does it work on a tablet?’

  • Dick-Jan Otter

    My question: how can I get our publishing company ready tot help our advertising brands making content?

    Yes, maybe we are going to make content for other brands that would fit perfectly in our media.

    • Joe Pulizzi

      Wow Dick…that’s a heavy question. I guess the first step would be to make sure you commit to serving your advertisers in that way. The process of creating content for brands versus just providing sponsorship opportunities is much different.

  • Demian Farnworth

    Damn tablets…ruining everything. 😉