If you’ve been very, very good, maybe Santa will leave you a mobile device under the tree this year. And you probably won’t be the only one. Here’s why:
- According to Gartner, tablet shipments will increase 53.4% to reach 184 million units by the end of 2013.
- In Western Europe, eMarketer predicts that 47% of phone users will have a smartphone by year end.
- Canalys says tablets will make up 50% of the PC market by 2014.
All of that adds up to a very merry Christmas indeed for a lot of people, especially since there will be more mobile devices than people on the planet by the end of the year. Even toy manufacturers are getting in on the act, targeting kid-friendly tablets as the only segment likely to grow in an otherwise flat market.
What does this means for your content marketing strategy?
We’ve talked about this before, but here’s the skinny. With those kinds of numbers, mobile devices aren’t just a segment; they’re the major part of the market you’re trying to reach. That means mobile will no longer be an add-on to your existing content marketing strategy; it will soon be the only kind of marketing that you need to do. That’s why it’s more important than ever for content marketers to create a content marketing strategy to take account of mobile devices. So what exactly will you have to do to leverage this trend? Here are some tips.
1. Make Content Responsive
Mobile device owners use those devices for practically everything. The eMarketer stats cited above also show what a big impact mobile devices are making during the shopping season. If you want mobile users to stick around on your website, you have to give them a great experience. But even better than this is a mobile adapted design that takes account of the way people navigate content on mobile devices. This might include things like menus that only appear when they are needed to leave the greatest screen real estate free and using native app functionality to pre-fill forms.
2. Optimize for Speed
If you think web users have a short attention span then you should try talking to a frustrated mobile user. There’s nothing that is guaranteed to turn them off for good than content that doesn’t work quickly and well. If you have adapted your content for mobile, it should quickly reflow to suit each device and it should load fast. If it doesn’t then they will go elsewhere, and you won’t get a second chance to get their attention.
3. Avoid PDFs
We get it: PDFs are a handy shortcut to making your print publications available to a wider audience. But they just aren’t reader friendly enough, especially for people using mobile devices. We’ve said it before and will say it again – PDFs don’t resize properly, they are difficult to navigate and they can turn your readers off. They just don’t provide a good reading experience across the board. Instead of PDFs use a publishing platform that will make your content look great on any device – we can certainly help with that at Readz.
4. Grab their Attention
It’s a multiscreen world so it’s harder than ever to grab mobile users’ attention. That means content marketers have to get smart about integrated marketing. Use all the screens available, cross-promoting mobile offers via TV ads and sending mobile users to your site for free downloads. With more people using their devices in the evenings, your marketing strategy needs to build a relationship with the couch potatoes.
5. Provide Long-Form Content
Don’t be fooled into thinking that mobile equals short and cut down. As mobile devices become the default, users will expect the same depth of content they are used to accessing on their PCs. Google’s recent search algorithm updates take account of this trend, giving prominence to in-depth articles on different topics – that’s long form content, and it’s here to stay. Include mobile optimized long form content in your marketing mix and you will attract the attention of even more mobile users.
6. Leverage Local SEO
Mobile devices somehow feel more personal. That’s perhaps why so many people keep them close all the time. Now the search results users find are geared to this more personal feel, leveraging location and personalization features built into mobile devices to deliver results that meet people’s needs. Content marketers will need to use local optimization techniques to ensure that their content shows up for the right users at the right time.
7. Make Content Shareable
One of the key activities users carry out on mobile devices is accessing social networking sites. That means it’s essential to give those users content they can share. Creating content on a mobile reading platform with embedded social sharing buttons will give you a head start in catering for these users.
Follow these tips when you create your content marketing strategy and you can be sure that after all the presents are unwrapped, the new group of mobile users will be able to engage with your content.