Before you groan and shake your head at the prospect of having to learn yet another system of content marketing, take a moment to absorb this little gem:

Calling this concept “mobile content marketing” is a bit misleading. You’re not learning a new way of marketing your content, instead you’re making sure your content is ready to roll on any of today’s multitude of mobile devices.

Mobile Content Marketing = Content Optimization for Mobile Devices

Content Optimization Begins with Your Website…

One of the first things you need to do to get with the mobile content marketing program is to make sure that your website is optimized for use on mobile devices. This can seem tricky because there are so many different devices out there, and several common screen sizes / resolutions. How do you know that your website looks its best regardless of which device renders it?

In short: Responsive web design

Thanks to responsive web design it is possible to create a website that adapts to its environment, that is the browser / screen that is being used to view it. This means that whether your website is being viewed on a smart phone, tablet, netbook / laptop, or regular monitor with a desktop computer, it will appear as you intend it to. This preserves branding and functionality as much as possible regardless of the size or resolution of the screen.

…and Continues with Your Content

Making sure that your content is optimized for consumption via mobile devices is one of the best ways you can ensure your marketing messages are being heard regardless of the way they are accessed.

You can optimize your content by:

    • Keeping things short and sweet – Mobile users might be browsing your content while on-the-go, and this means that they might have even less time than normal between activities that will require their attention. Make sure your message is heard by keeping your content short, and to the point.
    • Understanding your audience and their device(s) – Will your audience have to click, scroll, or swipe more than once to consume your content in its entirety? If so, you might want to consider scaling things back a bit or reevaluating your layout / delivery system. Out of these three activities, scrolling is probably the least annoying to users, but still try to keep things from going on and on and on…
    • Giving your audience what they want ASAP – Don’t hoard the best information and save it to the end. Yes, you want people to consume all of your content, but you don’t want it to seem like work for them, or like they have to scroll or click or swipe just to get to the good stuff. The same goes for your calls to action; it’s never too early to start setting the stage and giving hints or outright pointers of what you want your audience to do.
    • Make sure sharing is quick and easy – If you want your content to be shareable (and who doesn’t?) make sure that you have social sharing options in place that can be utilized easily using a mobile device. This might mean larger buttons or alternate menu options for mobile viewers, but trust me, the effort you make will be worth it!

Comments:

Do you believe that mobile content marketing = optimizing your existing and future content for mobile audiences, or do you think there is more to it than that?

I’d love to hear your thoughts!