Mobilegeddon is already upon us. According to Comscore research, the number of global mobile users surpassed desktop users back in 2014 – and it only continues to grow.
As mobile increasingly becomes everyone’s favorite choice for internet access, it’s more important than ever to make sure your digital platform and content live up to mobile standards.
Here are five steps you can take today to get your content campaigns mobile ready.
1. Adapt to Every Mobile Platform
Mobile users literally have information at their fingertips, which actually makes them a lot less patient when viewing content that isn’t optimized for their devices.
They can easily backspace and find another site that’s easier to interact with, and they will: 74% of consumers will wait five seconds for a web page to load on mobile before giving up. And 46% of them aren’t likely to return to a mobile site that didn’t work properly.
So take your content campaigns seriously by adapting to every mobile platform.
Design a Responsive Site
A responsive website adapts to the screen size of any device: smart phone, tablet, or PC. If you have a responsive design, your mobile readers won’t have to zoom in to see your content.
It doesn’t have to be a huge investment. Plenty of WordPress themes you can purchase are already responsive, or you can use a plugin to make your site readable on mobile devices.
Not sure if your current site is responsive or not? Use Google’s Mobile-Friendly Test and find out!
Or Create a Mobile Site
It’s a lot more work and money to create a separate mobile site for your content marketing efforts, but it does have some benefits.
The main one is that the site is optimized for mobile and mobile only.
Big brands like Amazon and CNN have separate mobile sites. Mountain Dew has a very visual, engaging mobile site that just couldn’t be created with a responsive design:
Mountain Dew Mobile Site
Create a Mobile App
Some digital marketers fear that developing a mobile app isn’t worth the investment, but actually it’s becoming a necessity as apps dominate mobile use.
If you really want your content campaigns to be effective on mobile, an app is essential.
And developing your own mobile app actually has a few other benefits as well:
Monthly Usage of App and Mobile Web
- It build brand awareness – your logo will appear right on mobile screens.
- It can pump up your email list – app installations are a great way to capture emails.
- It makes your content prominent – app users can opt to see alerts and notifications from your app.
- It makes e-commerce easy – designing your own app can eliminate barriers for users to buy your products and services.
2. Understand Your Mobile Audience’s Intent
One thing is for sure: mobile users go to search engines for different reasons than desktop users. Research from Google and Nielsen found that 77% of mobile searches happen at home or at work, and bounce rates are 9.56% higher than on desktops.
The reason for this difference lies in consumer intent: 85% of smartphone searchers are looking for local information. They plan to take action based on this information, which is why they’ll quickly bounce if they don’t find what they’re looking for.
Your content campaigns need to be catered to this context. Here are some steps you can take:
- Optimize your content for local searches by answering the questions of your target audience.
- Use Google Trends to see what people are searching for locally related to your niche.
- Feature local experts in your content.
- Sponsor events and participate in trade shows.
- Encourage reviews. (Your business reviews, especially Google reviews, will often appear in local search results.)
3. Use Visual Content
Visual content is ideal for the mobile marketing environment, so you should take advantage of it.
Here are some visual content types you should use:
Ninety percent of the information transmitted to the brain is visual. So while you should develop great copy for mobile, make sure it comes with visual communication assets.
Research from Ooyala found impressive growth in video plays over the past few years.
Rise of Mobile Video
And the majority of marketing professionals consider video to have the best ROI of any content type.
Feature video content on your blog, in your mobile app, and on social media to give your content campaigns more strength in a mobile environment.
Data and research can be dry reading no matter the device, but it's especially not worthwhile on mobile.
Create infographics instead to offer a visual representation of your data. You can create an impactful design using the right colors and fonts (or using an infographic theme) to encourage mobile users to read.
Memes and GIFs
Memes and GIFs are incredibly popular around the internet. Use them in your content campaigns to draw attention, entertain, and remain memorable with your audience.
LOTR Meme About Blogging
SlideShare is a powerful tool to promote your content in presentation format. Create an attractive design to draw attention to topics that would appear bland as a regular blog post.
Or better yet, convert all your blog posts into presentations to broaden your reach. SlideShare’s website is mobile-friendly, and they have their own mobile app as well, making it a great option for mobile marketing.
4. Learn Mobile Copywriting
Even if you have a responsive design so your text is easy to read, there’s still more you can do to optimize your content for the mobile experience.
Make It Shorter
Mobile readers are often on the go. If your content takes too much time to read, they’re more likely to skip it, so don’t be too wordy with your message.
Use Bullet Points and Short Paragraphs
Bullet points help mobile users scroll through and absorb your content quickly, and short paragraphs will keep them from getting lost.
Create a Short, Impactful Headline
The fold can be located in a lot of different places on mobile. If you have a lengthy headline, it could be cut right off.
Beware the Cut Off
Front-load your content
Your content won’t have four or five paragraphs visible above the fold like it would on a desktop. You should labor over your first few sentences to encourage mobile users to click the “Continue Reading” link.
As mentioned above, images draw attention and make your content memorable.
5. Embrace Mobile Social Media
Social media has a big role in any content campaign, but even more so on mobile: 91% of mobile internet access is for social activities, versus just 79% on desktop.
So if you haven’t amped up your audience engagement on social media already, do so to make your campaigns mobile ready.
And given recent trends in reach across mobile platforms (engagement is falling dramatically), it’s going to take a lot more than just sharing your content to reach your audience.
Have Prominent Social Share Buttons
On your website, make sure your social share buttons appear prominently when viewed on mobile, to encourage sharing.
Promote Important Posts
Ensure your cornerstone content gets the most reach on social media with paid promotion. Twitter, Facebook, LinkedIn, Instagram and others all have options to help you reach your target audience with promoted posts.
Primarily Share Your Visual Content
Visual content matters just as much for social engagement as it does for mobile engagement. Content with relevant images gets 94% more shares than content without.
Use compelling images in your Facebook posts, and investigate setting up Twitter cards to drive engagement from your visual assets.
Create Engagement Campaigns
There are a lot of social media campaigns you can do to drive engagement. Soliciting and curating user-generated content is a popular option.
Here’s an example:
Belkin created a customizable iPhone case in partnership with Lego. They asked their Instagram followers to show off how they personalized their case with the hashtag #LEGOxBelkin.
Social Media Engagement
The campaign took off, and the customers who participated managed to get the organic reach Belkin couldn’t get on their own.
Take developing social engagement campaigns seriously if you want to make the most of social media for your mobile content campaigns.
Know any other important steps marketers should take improve their content campaigns on mobile? Comment below!