2017 is predicted to be a year when mobile content really takes off to new heights, so it’s vital that strategists are prepared to make an impact. Almost every aspect of life has now been disrupted by mobile, with people spending more and more time on smartphones and tablets. In fact, a Deloitte survey in 2015 found that phones are checked 440 million times every day. Meanwhile, it was reported that tablet use in Australia had surpassed PC use in November 2015. This means that more strategists need to look to the mobile market if they’re to deliver content in a successful and modern way.
One of the most important things to do is to ensure that content has all of its barriers removed. This means that content must be individually optimised for mobile. Google has already stepped in to downgrade content that is providing a poor mobile experience. Lately, they have also been targeting websites that include barriers such as pop-ups or newsletter sign-up overlays. These can be difficult to navigate on a mobile platform and, therefore, impact upon experience.
In addition to removing mobile barriers, firms have to ensure they are providing a smooth, quick and efficient digital experience. Site speed has been included in Google’s search algorithm for some time, and audiences have less patience and will put up with fewer delays than ever before. Ensuring quick loading time is incredibly important to build audience retention.
However, simply streamlining mobile operations isn’t enough and marketers need to actually change the way that content is created. For example, large blocks of text simply do not work in the mobile market, and can put audience members off from even starting to read a blog post or article. Instead, short headlines, bullet point lists and easy-to-navigate information is key.
In addition, web analytics firm Kissmetrics suggested that brands have up to ten seconds to catch someone’s attention on mobile before people navigate away. This means that key takeaways must be instantly apparent, and content should have obvious value. Strategists also need to alter their approach to call-to-actions. For example, adding these at the end of mobile content is no longer advisable. It is better to spread them throughout content instead. Videos can also be added to improve the quality of mobile marketing. Audiences are increasingly looking for rich media such as photos, charts and video instead of the traditional blocks of text. Adding video that has been optimised for mobile search and playback can significantly boost engagement.
Finally, it is extremely important for mobile content to be supplied on a platform that has a very simple, tap-friendly navigation. Tablets and smartphones have relatively small screens, and without the use of a mouse, audiences have to rely on touch gestures. Therefore, easily clicked links and collapsing menus can be utilised to save space and provide readers with an enjoyable experience.
When it comes to content marketing, the mobile era continues to change how material should be published. And, for those wanting to optimise their mobile content, delivering the right content in the right way is crucial.
