Between social media apps, mobile-friendly websites, and web conferencing platforms, it’s no surprise that smartphones and tablets are the preferred devices for users. According to Pew Research, one in five U.S. adults are “smartphone-only” internet users, meaning they have a smartphone, but don’t have traditional broadband service.
As mobile becomes more and more prominent, it’s important to make sure your content marketing strategy follows the trend. Here’s a simple blueprint for a successful mobile content marketing strategy.
What is Mobile Content Marketing
Mobile content marketing is a multichannel marketing strategy that features components optimized for mobile users. This may include technical, visual, textual, conceptual, and campaign-related components.
This is vital to modern marketing because the majority of internet users access online content, such as articles, videos, and tutorials, through mobile devices. In addition, Google switched to mobile-first indexing in 2019, so optimizing your mobile content marketing can be your sole strategy.
Fortunately, the same tools you may already be using for content and SEO, such as WordPress, Adobe Creative Cloud, SEMrush, and Google Search Console, can be helpful to your mobile content strategy.
Plenty of your marketing strategy assets, such as articles, infographics, and whitepapers, can be shared across company channels like social media platforms, a blog, or an app as a gated asset.
Mobile Content Marketing Tactics
Mobile content marketing is part of a holistic approach to mobile marketing, but with a focus on:
Length and Formatting of Written and Visual Content
Mobile users are more likely to be on-the-go and distracted by other apps and notifications, mobile content needs to be direct and succinct. Engagement comes from short, easy-to-read paragraphs, subheadings, integrated visuals, and casual language. Visual assets should be eye-catching and cohesive.
Web and App Design
Mobile-friendly design is nothing new. Most marketers rely on responsive web design to make sure content displays properly on mobile devices, which ensures pages render differently on different devices for the best possible experience. This not only improves user experience, but it also maximizes SEO.
Like any other marketing strategy, mobile content marketing needs mobile SEO to make it discoverable in search engine results pages. Mobile SEO is about more than proper keywords, however. A mobile-optimized website, optimal loading speeds, functional links, and availability of all content from the desktop version of the site or app are all vital to SEO.
Imagery, Video, and Audio
Custom illustrations, charts, embedded videos, CTA buttons, and other graphics are a huge help in mobile content marketing, but they also boost brand recognition. Users are more likely to remember these supporting graphics than written content, so make sure they’re all on point. Audio, such as podcasts and voiceovers, are also important.
Alignment with Mobile Marketing
Mobile content marketing goes in hand with mobile marketing, which typically includes iMessage, banners, QR codes, in-app ads, and SMS marketing. Content marketing includes written and visual content and mobile search, focusing less on direct advertising, but it’s still part of a mobile marketing strategy and should be planned as such.
Benefits of Mobile Content Marketing
Mobile content marketing is about connecting and engaging with the target audience on the devices they use, such as smartphones and tablets. The goal is to make them more likely to convert.
Here are some benefits of mobile content marketing:
- Higher engagement of customers in the early stages of the buyer’s journey
- Enhanced brand awareness to help target audiences understand the purpose of the brand and what it has to offer
- Visibility on mobile SEO and social media, both of which can increase conversions
Furthermore, if you have a young audience, an effective mobile content marketing strategy is crucial. Younger audiences are far more likely to be smartphone users.
Users are also twice as likely to interact with brands on mobile than anywhere else, according to Think With Google.
Optimize Your Mobile Content Strategy
Like any other marketing effort, mobile content strategy must be continuously monitored and refined. Here are some fundamentals to get you started:
No matter where it appears, content should be direct and readable. This includes short sentences and paragraphs, summary bullets, and subheadings. It’s also good to keep the key messaging at the top of the page.
SEO can be at odds with readability, but you can balance the two. Include natural keywords, avoid keyword stuffing, give your content tabs, and compress your content with accordion menus. Responsive web design also helps with SEO and mobile.
For example, SolidRun designed this NXP i.MX 8 page to be appealing to both the mobile side and the desktop versions.
Visual content is a great way to break up text and keep users engaged with your content. This content can be illustrations, photos, or screenshots.
Consistency should be part of everything you do, from social media to mobile marketing. Keep the colors, imagery, linking, and writing style consistent across all your brand touchpoints, whether your audience sees you through email or scrolling through a newsfeed on a smartphone.
Reach Your Audience Where They Want to Be
The smartphone is the primary device for most people. If brands want to stay ahead, they need to get started with mobile content marketing. This guide should help you develop an effective mobile content marketing strategy to boost your brand awareness and conversions.