Are you creating mobile-friendly content? The world is rapidly moving to mobile-first communications. And you don’t want your brand to be left behind in this revolution.
1. Invest in responsive design
This may sound like a no-brainer for most, but you’ll be surprised at how many people don’t know that responsive design is taking over the internet. The best part about responsive design is that you don’t need to direct a user to a special mobile site. The site is designed to adjust to your mobile device so that the content is presented to you in the most pleasing way. For example, if you visit my homepage via a laptop, you should see two columns. If you visit via a mobile device, your will see a one-column layout for maximum reading ease.
2. Keep headlines short, punchy and less than 10 words
No one knows the value of a short and punchy headline better than content creators. With mobile content, it’s best to keep headlines short and sweet, preferably less than 10 words. Some mobile marketing experts advise keeping them between 5-8 words. Whatever length you choose, the old rule of copywriting – speaking to your customers’ needs applies even more for mobile content. And woo your audience with benefit-driven headlines.
3. Create links and icons that are touch friendly
In the absence of a cursor, clicking on an exact element on a smartphone screen can be difficult. Users can get frustrated if links are too close together to select the link they intend. And this means they will stop reading your content.
Designing best practices for mobile content requires increased space between different touch targets within your content. If you are trying to attract viewers to a product page, it’s preferable to include your link as a call-to-action at the end of your para. This makes it easier for your users to tap on your calls to action and links to your additional content or to your social media channels.
When designing your content and landing pages, follow guidelines provided by different mobile platforms to decide on the size of the touch targets you should use.
4. Create content that is snackable – in easy, bite-size pieces
Studies show that people are task oriented on their mobiles. They come in, want to finish their task and leave. Simplify their time by providing them with these conveniences:
- Use big fonts that are easy to read
- Give your audience the most important info first. Use the inverted pyramid style of journalism, where the most important info is first.
- bullet points
- numbered lists
- lots of sub-heads for scannable text
5. Keep your tone conversational – Use plain language principles
Here’s how you can keep a conversational tone:
- Write as you speak
- Avoid jargon, even if your industry has a lot of jargon
- Use more action verbs
- Keep sentences short
6. Design a mobile app for customers
Even though a mobile app is not yet a must-have for every retailer and industry, creating the right one may lead to more conversions. You need to research and see which mobile apps are traffic drivers for your industry. Studies show that certain industries have more than 80% of their users coming in through mobiles apps.
7. Measure and research what’s working with your mobile audience
Measure, measure and measure. Your analytics report will give you a breakdown of what your mobile customers are looking for when they visit. The greater the depth in understanding your audiences’ mobile habits, the more compelling your content will be.
Looks like a lot of my crowd uses IPhones. My bounce rate is higher with my mobile audience. This tells me that they are coming in, reading the article that they came to read and leaving. If I was engaged in selling, I could set-up conversions to get an accurate sense of how many mobile visitors are converting into paying customers.
There are many mobile content marketing strategies. Choose what suits your business needs and will help convert the most prospects to customers. With mobile device usage becoming predominant, it’s time to start creating a mobile-first content marketing strategy — and then work backwards to cater to your desktop visitors’ needs.