How to get started in mobile content marketing

How to get started in mobile content marketing


The stats are in and they prove one thing. Mobile content marketing is the only way forward for any serious marketer in 2014 and beyond. That’s why if you haven’t got to grips with the mobile market yet, it’s time to start now. Here are five steps you need to take to get started with a successful mobile content marketing strategy.

1. Identify Your Audience

One of the most important things you can do as a marketer is to figure out who your audience is. Until you do, you won’t be able to deliver the content they need. One of the tools that works best for this is separating your audience into personas – and some of the hard work has already been done for you.  Bruce Hershey, senior director of mobile at Merkle, created three different profiles for mobile customer usage behavior showing hat mobile device users are separated into touch screeners, green thumbs and straight talkers.

  • Touch screeners are the huge audience of smart phone users who are used to touch enabled interfaces and expect to interact with mobile content using common touch screen navigation methods such as swiping, tapping and gestures.
  • Green thumbs do a lot of SMS messaging and are probably using phone keyboards to interact with content.
  • Straight talkers use their phones mostly for talking, though they do some web browsing too. People still using feature phones may match this profile.
Mobile content marketing

Identifying Mobile Personas

2. Match Personas to Channels – and Pick a Persona

Once you have figured out which persona most of your audience falls into, then it will be easy to work out what marketing channels work best for them. A heat map is one way to do this. Bruce’s research shows that all groups use their mobile devices for visiting sites and blogs. It also shows that:

  • Social media, email marketing, SEO and white papers work well for touch screeners and green thumbs, while you get less traction from apps, PPC and SMS marketing.
  • Social media, email marketing and white papers will work for straight talkers, but less well than for other demographics.
Mobile marketing

A Heat Map of Matching Personas to Channels

Once you understand this, you can select which persona to target with a particular channel and which channels will work across persona types. After all, there’s no point in creating a content rich app for people who mostly use their phones for talking.

3. Meet Their Needs

Another piece of the mobile content marketing puzzle is meeting the needs of your audience. As we’ve shown before, that means:

  • creating relevant and useful content for users
  • looking after SEO, especially for mobile and local search
  • mixing long form content with quickly accessible content to cater for ALL mobile users
  • looking at analytics to see what users are interested in now, and providing more content that’s related to that.

4. Optimize Existing Content

You already have content, but is it suitable for mobile users? As well as thinking mobile first when creating new content for this audience you have to make sure your back catalog also works well on mobile devices. That means considering issues like:

  • usability (making it easy for people to navigate the content and find what they want even on a small touch screen)
  • readability (ensuring that content resizes so it looks attractive and is easy to read no matter what screen size people are using – that’s something Readz can help with)
  • speed (sites that don’t load fast lose readers quickly)
  • local SEO (to cater for the needs of on the go users)
  • shareability (because social networking is a major activity for many mobile device users).

5. Streamline the Path to Sale

Assuming you know your audience, have identified his target personas, know which needs you want to meet and have your content optimized the final step is to streamline the path to sale.

Mobile devices have become an integral part of the purchasing process for many people. They use them for doing product research, checking out companies on social media, watching product videos and completing the final purchase. That means it’s essential for you to optimize every aspect of this process. As well as issues like SEO and local search mentioned above, which help with the research phase, it’s also essential to make sure people can interact with your content, find calls to action optimized for mobile devices and checkout easily. Troubleshooting these issues will make it easier for customers to buy.

The bottom line: with more people than ever using mobile devices, you can’t afford to ignore mobile content marketing. Start with our checklist to be ready for an increasingly mobile enabled world.


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