Mobile Focused Content Marketing
Remember, content marketing is all about building relationships with consumers. Potential customers want content that answers their questions and meets their needs. To deliver what they’re looking for, you don’t just need top-quality content. You need to go where your customers are to publish that content.
In other words, you need to go mobile.
First, the bad news: It’s tough to hold mobile visitors’ attention. On average, mobile users have a bounce rate that’s 10 percent higher than desktop users. That means that, even as more and more traffic moves from PCs to mobile devices, taking advantage of that traffic is a challenge. The good news is that there are ways to overcome those challenges.
Most mobile customers search on the go, which means they’re thinking locally, not globally. Use that tendency to your advantage by taking a look at Google Trends and searching keywords by geographic area. Find the keywords that are commonly searched in your target region and optimize for those. In addition to tapping into some of that mobile traffic, thinking locally makes for more efficient marketing because local keywords tend to be less competitive than global ones.
Successful mobile content marketers also think about the technical limitations of smartphones and tablets. Small screens aren’t great for reading tons of text, but they’re perfect for slideshows and video content; indeed, video is the most viewed mobile content medium. Produce quick, info-packed videos to cater to mobile users’ short attention spans, and make sure any text you use is to the point and written in an easy-to-read font.
Make sure your mobile content and landing pages are optimized for touchscreens. Mobile users resent having to zoom in and hunt down a little checkbox or hyperlink, so use big buttons whenever possible.
Speaking of optimization, it’s particularly important to make sure your conversion points are mobile-friendly. Whenever possible, use auto-populated fields and drop-down menus instead of forcing users to type extensively on their phones. Make web forms as simple as you can, asking only for required information. Your customers can add more after they’ve created accounts or signed up for your newsletter.
Finally, and most importantly, your mobile content needs to command attention. We’ve already mentioned the high bounce rate, but what’s even worse is that the average mobile user spends just five seconds viewing a page! There’s no time to waste, so make sure your content is eye-catching and inspires the user to read on. That’s the only way to bring up your conversion rate and engage with future customers.