When it comes to content, many marketers and consumers alike think of the written word. However, the true definition of content (at least when it comes to the online version) is more broad and contains different platforms and types, including video and social media. While optimizing written content for mobile should definitely be a priority, the other types of content shouldn’t be ignored.
10% of time spent on the internet on a mobile device is spent watching video, according to Marketing Charts. When you think about it, video is one of the most-shared types of content online. When embedding video into your website or blog posts, be sure that it is viewable via a mobile device (the YouTube settings can be changed to prevent mobile viewing) and that your website as a whole is responsive and will properly optimize its format for mobile consumption.
With social networks like Vine, Instagram, and Snapchat, mobile images are more consumable than ever. It’s a known fact that Facebook posts with images have 53% more engagement than those with only text and users share millions of photos via their mobile device every day. Again, responsive web design is key here, so images are properly resized. Formatting of images alongside text is also important. If aligning an image alongside a block of text makes the text hard to read, then it may be best to have the image on its own line instead.
Social media is usually considered in a class all its own when it comes to marketing, but the content that is posted on your personal or company accounts should be taken into consideration. For the most part, social media networks like Twitter and Facebook automatically optimize user’s feeds via their mobile app or website, so most content will be viewed correctly there. However, one area of mobile social media marketing that is being neglected are the mobile social networks themselves: Instagram, Vine, and Snapchat. These networks currently only allow for posting of images and video via their mobile app. Companies should allow employees to utilize these apps regularly to maintain their company presence. While Snapchat has more of an elective user base (users have to add you first in order for you to send them content), Vine and Instagram profiles can be completely public, thus potentially creating more chance for exposure for your company’s online presence.
Long-form content (pieces that are 1,500 words or more) is certainly being more favored by Google as it now includes an ¨In-Depth Articles¨ section in their search results, and many smartphone and tablet users use their devices to read books and other extensive content. Apps like Pocket make it easy to save content to read later, on any device. This type of opportunity shouldn’t be ignored by organizations. By offering downloads of long-form content like white papers and ebooks via mobile device formats (like Mobi for Amazon Kindles and other formats for Nook and other tablets via sites like Smashwords), content can be more accessible to a larger audience. If the long-form content can be found via your website, again, make sure it is responsive and will make text easy to read on a mobile device.
No matter if you are sharing images, video, in-depth content, or social media, making sure it is easily accessible via a mobile device can only benefit your company. As more and more people become dependent on their device, it’s important for companies to respond in kind.