How do you create a mobile content marketing strategy? First, you must understand how content performs on mobile….
Smartphones are how the world connects. Regardless of your target market, you can accurately assume that almost everyone will have a smartphone. Back in 2015, a survey showed that 79% of Australians own one. We’d hedge bets that it’s a bit higher now… Your target market has– of course– specific usage levels and on-device behaviour patterns. And those must be targeted with laser precision. But before you get to that, every part of your mobile content marketing strategy needs to be underpinned by a strong understanding of how content works on mobile. But let’s start with the basics.
The real basics. Take a look at your copy.
Yes, it’s content marketing and that does involve a healthy portion of text. But it shouldn’t look like an 1850s newspaper. Huge chunks of unbroken text on your website aren’t inviting to users. And they won’t get read. Avoid big blocks of text– in your emails and everywhere else in your digital presence. You’ll notice even news articles design for mobile (like Facebook’s Instant Articles) feature images alongside sizeable text blocks. If you’re writing an article, it’s as simple as breaking it up and getting to the point.Tight copy, tight messaging, well-spaced layouts: nowhere is it more important than in mobile content marketing.
And within that messaging, you need a call to action.
That call to action needs to be salient– even on a small(er) screen. And now…Welcome to the ongoing “above the fold/ below the fold” argument. Does your CTA need to appear before your mobile users need to scroll? Or can you let them explore your offering before they take it? The answer is “maybe”– not satisfying to hear, we know. If your offering needs a lot of describing– i.e. consumers are not yet familiar with it– your CTA might do better after you’ve done your explaining. Videos are a great way to condense your message, but remember that autoplay is only okay if it’s muted by default. Don’t embarrass your users in public…
But when you’re using videos, don’t overdo it.
We all know they’re not the fastest content to load– especially on mobile. It’s important to deliver a quick, smooth mobile experience, regardless of your target audience– millennials aren’t the only ones with short attention spans. Nearly half of all mobile users expect your page to be loaded in 2 seconds or under. And, with the advent and rise of speed shortcuts like AMP (what’s that?), this impatience is here to stay. How quickly your website loads has a significant impact on where your website is on the results page of search engines.
Your mobile content strategy hinges on how it’s delivered. No matter how creative, beautiful, or targeted your campaign is, it will fall down at slow site speed, absent CTAs, or ill-fitting layouts. Let your content do its job– get the basics right. Understand how content performs and appears on mobile and you’ll have a strong foundation for success.
Want to get your own mobile content marketing strategy? Start with the basics– send us an enquiry through the form below!