Mobile content marketing is unlike your typical content marketing. It targets a niche of consumers, instead of trying to hit a broader market. It does not make mobile content marketing any less. In fact, focusing on mobile content gives you a chance to tap 5.19 billion unique mobile phone users, 4.54 billion of those using the internet.
Mobile has never been more crucial to content marketing than now. Digital marketing companies are employing mobile-first strategies for content marketing. It places mobile at the reins of content marketing, making mobile content creation more relevant than content creation.
It is not an either/or scenario. Yes, mobile content is more popular, but mobile content cannot do away with web content, as the latter brings in a level of credibility and market dominance. But digital marketers need to leverage both mobile content and web content and find the right balance of when to use one and the other.
For instance, a Nielsen and Google research states that “at the moment,” mobile searches comprise more than 85% of searches for local information or follow up to take action. That means if you want to be searchable at the mobile level of searches, prioritize mobile content marketing, and then back it up with other forms of content marketing.
What Is Mobile Content Marketing?
Mobile content marketing emphasizes creating content that is optimized for mobile devices. The content can be in the form of an article or blog post, images, video, or a combination thereof. Although the content is available in desktop mode, it simply prioritizes mobile responsiveness.
Video content is one of the most consumed contents on mobile. It is more informative than an image and puts thousands of words in a minute of video.
If businesses want to optimize their websites, they need to make mobile-optimized websites. Whether the goal for your website is to increase the bottom line, improve engagements with customers across different platforms, mobile content marketing should be at the forefront of your digital marketing strategies.
Steps to Mobile Content Marketing
1. Create Newsletter
Email newsletters are easy to make mobile-friendly, as more people access their email via their mobile phones, sometimes even if a desktop is present. They are like snippets or previews of actual content on your mobile website. Email marketing is still popular in content marketing and is the most reliable in driving traffic, getting leads, and increasing conversions.
The ROI for email marketing is up to $52 for every dollar spent. More than 82% of B2B/B2C companies frequently use email newsletters, and 95% of companies use email automation for marketing needs. In addition, 73% of consumers prefer email as a marketing channel. It is evident that newsletters are crucial in email campaigns, to make overall campaigns a success.
2. Create a Mobile Website
Create a mobile responsive website. It makes your site extremely efficient, timewise, and cost-wise. It adds value to consumers and allows a more positive user experience. A mobile-responsive content is instantly available and may be accessed offline. It also takes less effort to update or maintain the mobile site and can be made to run faster than desktop access to the site.
A mobile responsive website is also discoverable on mobile search engines. Through clickthroughs, digital marketers can still run SEO optimization alongside mobile content campaigns. Even for desktop searches, Google and other search engines prioritize to rank those sites with mobile-responsive versions.
A mobile website cannot be deleted just like that compared to a mobile app, and so the buyer journey started through mobile sites are last longer.
Learn today how to create a mobile-friendly website by making your site responsive, navigable, and appealing, with easy access and proper tagging, among others.
3. Create a Mobile App
Creating a content-centric app is an especially useful mobile content marketing strategy. Mobile apps are worth it in terms of engagement, dominance, and ROI. They are worth the cost, time, and continuous support and promotion. Mobile apps can be accessed and used even offline, so mobile users can still access your content even during those times they are not online.
It is also direct access to your market, where you can inject promotions or links to your websites and other platforms. You can also employ frequent usage and personalization strategies to make your mobile content marketing take off.
For instance, the American Express OPEN Forum is an excellent example of a successful mobile content marketing via a mobile app strategy. They have a mobile-friendly newsletter, a mobile-responsive website, and then launched a mobile app, OPEN Forum app. The app runs and continues to bring engagements, leads, and returns to this day.
It is part of their OPEN Forum content marketing campaign with the mission, “Insights and inspiration to grow your business.” The app takes readers to a daily digest filled with articles. Every article indicates the read time for the sake of readers on the go. Users can bookmark the material for a later read in case they do not have the time.
Here is a screenshot of their mobile site :
Customization is also available through the app. Readers can choose which categories or topics they want to see on their feed or what time they will get push notifications if they want to get one at all. American Express can also inject pertinent information to update the user of any recent news or content they feel their readers would need or want to know.
Mobile apps are today’s most advanced content marketing mobile strategy.
Conclusion: The Future of Content Marketing is in Mobile
Now is the time to optimize your content for mobile, so your marketing efforts reach the target audience’s mobile devices. Employ the latest innovations in mobile content marketing strategy so you can continue getting new leads and improving conversion rates through your mobile content campaigns, so your business thrives even in trying times.
About the author :
Mayleen Meñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years in NGO and community development work, where she experienced being a coordinator and teacher, travelling both in the Philippines and countries in Asia. She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with Softvire Australia and Softvire New Zealand while preparing for her next adventure in the nations.