Making Content Optimization as a Part of a Mobile Marketing Strategy


By Kristin Savage

Marketing for mobile platforms can be quite challenging without proper insight. Marketers often make the mistake of assuming that mobile content optimization isn’t too different from desktop-based efforts of the same nature.

However, mobile users tend to browse the web and engage with content much differently than their desktop counterparts. According to studies done by Smart Insights, well-optimized mobile content can result in more than 50% share ration compared to the number of visitors.

This is a staggering number considering the multimillion number of smartphone and tablet users across the world. With that in mind, how can you make content optimization an essential step in your mobile marketing strategy?

  1. Start with UX

As we’ve mentioned before, browsing the internet through a mobile device is much different as opposed to using a computer. Users are limited by the size of their screen, the OS (Android/iOS) as well as their network provider’s bandwidth limit.

These factors should be taken into serious consideration when mobile marketing strategy planning is concerned. Start your mobile-friendly optimization by introducing a mobile version of your website. The user experience (UX) aspect of content engagement is just as important as whatever you have to say.

Studies done by socPub show that 57% of users simply won’t share or recommend a business with a poorly designed user interface (UI). Develop a mobile-friendly UI and every subsequent mobile-optimized content piece will be much easier to read and share by your visitors.

  1. Use two-fold, short content

People who use smartphones to read the news and interesting articles rarely do so for an extended period of time. Bite-sized content and articles with clear, concise information should be a priority for mobile optimization.

Make sure to develop a two-step content creation system if you plan on expanding into mobile territories. Offer an introductory paragraph with all the necessary information for people on the clock. CardTapp recently published a survey which shows that 91% of users claimed that adequate and timely access to content is highly important.

Anyone willing to read further can “expand” the article and read the background info behind the story. This is a great system both for mobile and desktop users, meaning that you can easily target both markets in your strategy.

Social media and content marketing show high percentages of effectiveness – both of which are great choices for mobile-optimized content – Source: MarketingCharts.

  1. Headings and subheadings matter

Article skimming is a very popular method of reading online content – and everyone’s guilty of it! In short, people tend to read headings and subheadings of potentially-interesting articles before going any further. In most cases, the information they glean from subheadings is enough for them to move on with their day.

It is very important to optimize headings and subheadings so that they are informative, short and to-the-point. Using creative lingo and a poetic vocabulary won’t help your mobile conversion rates.

Iron Paper has published a study in which they state that 80% of readers love to learn more about a brand through custom, high quality content. Why pass on the opportunity to be recognized as a prolific content provider by writing poor titles and subheadings? Rewrite them as much as you have to until you are satisfied with the end result.

  1. Mix content types

Mobile users often watch videos, go through images and otherwise interact with multimedia content. This is a great opportunity for you to introduce different content types and variations to an existing content plan. Start by introducing visual materials to your already-written content to gauge the interest of your followers in multimedia.

You should also consider localizing or otherwise translating your content for an international audience. Mobile users across the world use the web on an equal basis, so using a service such as Pick Writers and their top translation companies makes sense in context.

According to data provided by Marketing Land, by 2019, 72% of all digital marketing spending will be focused on content creation and subsequent marketing. Preparing for inevitable future trends can put your website in front of the industry and ensure that you are seen by even more mobile users.

Digital content marketing industry spending per year show a steady increase – Source: AumCore.

  1. Local and global SEO

Search Engine Optimization (SEO) remains relevant even on mobile devices. Google is the definitive trend-setter when it comes to SEO, search engine ranking and digital content as a whole. Studies published by Impact show that Google accounts for 79% of search traffic on the global level. Using their plethora of optimization tools will ensure that your content receives the visibility it deserves.

Your marketing strategy should include SEO optimization methods for both local and global search. Global SEO should focus on keyword optimization and the inclusion of said keywords in your headings and subheadings. These are the words people frequently search for online when they “Google” for something useful.

Local SEO means that you should interlink your content with past articles, blogs and links which lead to your website. This method will ensure that people continue browsing your site without looking for another content provider. SEO methods in your mobile marketing efforts will result in high ranking, more traffic and higher conversion rates.

  1. Format, edit and proofread

Grammar and punctuation should be impeccable regardless of the platform you optimize for. To that end, make sure to double-check your content before publishing it.

Go through all the paragraphs and see if you can spot any wording or phrasal mistakes that might have slipped past you. Format your writing into easy-to-digest chunks, several sentences in length. According to the Content Marketing Institute and their data, 55% of organizations have small or one-person content management staff on the payroll.

It’s completely normal for some errors to slip past you, especially if there is so much on your plate daily. Don’t be afraid to cut out some “fat” if you think the content you created is too long or overly stretched out. It’s better to deliver a shorter content piece which packs a punch as opposed to a half-baked, overblown article.

Scheduled writing and publishing can bring stronger results as opposed to ad-hoc blogging – Source: OrbitMedia.

In Summation

It’s easy to see the parallels and differences between mobile marketing content optimization and its bigger sibling. Strive towards equal optimization on both platforms but make it clear which one is the priority. In the end, the majority of your visitors and clientele will come through the platform which received more care, attention and SEO.

About the author

Kristin Savage has graduated from Columbia University where she was majoring in Germanic Languages. Besides English as her mother tongue, she also speaks German and Dutch fluently. Currently, Kristin is studying Spanish and planning to obtain her PhD in Applied Linguistics since she is interested in how to use her to some extent practical knowledge of language processes in everyday life. You can find her on Facebook and Medium.


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