More and more people are using their phones to access information online. The technology has advanced to the place where in addition to taking and sharing photographs, playing games, and interacting on social media; your audience may be reading and consuming content online.

In fact, one of the largest growing areas of content marketing is mobile content marketing. Due to the nature of a smartphone, this tactic requires special attention.

Know Your Audience

The first and most important consideration when adding mobile content to your content marketing strategy is to have a clear understanding of your audience.

• Are they searching with smartphones?

• If so, what are they searching for?

• Do they buy products and services with their mobile devices?

• How much time do they spend on your site?

• What information do they access online? For example, do they prefer visual content or do they read blog posts?

Types of Content

While it’s a good idea to experiment with various forms of content for mobile users, it’s also a good idea to understand where they are most likely to be interested and active. For example, video is more often consumed via smartphone than a downloadable report.

Short form content may be more readily consumed than a thousand word article. That isn’t to say that your content can’t go in depth into a subject, rather you may want to break it up into smaller pieces so that it’s more easily read on a mobile device.

Formatting

Speaking of making something easy to read on a mobile device, your content will be more mobile friendly if it is well formatted. That means short paragraphs with subheadings. It means breaking up ideas into small pieces using bullets or numbers. Big fonts are easier to read and colors and visual elements need to add to the content, not distract.

Headlines Are Even More Important

Spend more time on your headlines. Mobile users have an even shorter attention span than those on their computer. You have to immediately grab their attention if you have any hope of them opening your content and spending time with it. Test and track various headlines to learn what your audience responds to.

Next Steps…

  • Research your audience and explore the mobile content opportunity.
  • Should you decide to add it to your content marketing strategy, make sure to create specific goals for your mobile content.
  • Also explore how you might integrate sharing features into your mobile content to keep your audience engaged and active with your brand.

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