Developing mobile content strategy
Mobile is a powerful force when it comes to the marketing world. 63% of adult mobile phone owners use their phones to access the Internet and 34% of mobile phone Internet users only go online with their phone instead of any other device, according to the January 2014 Mobile Technology Fact Sheet. Additionally, mobile Internet traffic currently makes up nearly 40% of website traffic. The mobile Internet and the demands put upon it will only grow as more users adopt mobile devices and technologies, so marketers and content creators would be wise to develop robust mobile content strategies today.
Mobile is the platform of the future. Here are a few ways that you can create a more forward-thinking mobile strategy.
In the old way of doing things you would first create a website optimized for use on standard desktop computers, then as a secondary concern you would find how to scale the site down for use on mobile devices. Recently a new approach has evolved to focus on mobile designs first. The same principle should apply to content. The days of simply making chunks of text smaller and making more elements of the design “tappable” were good short-term solutions, but more long-term thinking is required to make longer content digestible on mobile devices.
Learn your audience’s mobile behaviors.
The more you understand about your audience’s mobile behaviors and habits, the better you are able to create compelling content that resonates with them. This will also help you create content that feels native to them rather than content that was roughly reworked for their devices. First start by learning what percent of your audience accesses your content on mobile devices, what actions they perform on your site, what content they access, and how much time they spend on your site.
Write mobile-friendly headlines.
Mobile headlines need to grab the reader’s attention and pique their interest. Mobile headlines should also be extremely relevant to the audience, show the benefit of the content to the reader, have a powerful hook, and evoke an emotional response.
Don’t just focus on the device.
You (or your team) may get caught up in creating and designing content with the device in mind, but it’s important to remember that mobile content is not just about the device. Yes, the content should look good across a variety of devices (such as tablets and smartphones), but it is vital to also consider the context of how the audience is using that device. What are they doing on the device? How are they accessing content? Are they at home or on the go? Understanding the context (and not just the device itself) will help you create stronger content.
Mobile-friendly content and websites are essential for success in today’s world. If you’re just starting to develop a mobile content strategy, try creating content for mobile and then scale it up. This will reduce your workload in the beginning as you embark on a new content creation journey, and it will help you set up a content creation process that’s viable in the future as well.
Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. He has contributed articles to Visual.ly, Entrepreneur, and TechCrunch. You can follow him on Twitter @NickARojas.
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