Marketers must meet the content needs of mobile users, who consume content differently from desktop users. The shift to a “mobile first” world is forcing brands to adopt a mobile content marketing strategy to continue driving sales and a higher ROI. Since mobile users are always on-the-go, content must be easy to consume. Unlike desktops, cluttered and noisy information on a website is unforgivable, especially when screens on smartphones can be so small. Brands carry out these best practices when formulating their own mobile content strategy.
Mobile devices are equipped with much smaller screens compared to PC monitors. Since mobile devices come in different sizes and specifications, your content must be visible and legible no matter what device you are using. Font and background color need to be contrasting, not distracting, so users no longer need to zoom in or highlight the text for it to be readable.
Two to three columns of text may be acceptable for desktop users but smartphone users can become easily frustrated with cluttered lines of text on a small screen. Priority content should be placed at the top and one-column of text and images is the most ideal layout for mobile devices. To resolve the challenge of catering to both mobile and desktop users, brands are incorporating a responsive web design so content is compatible on any kind of technology.
Write short, concise, and attention-grabbing headlines with the bulk of content simple and to-the-point. The restrictions in screen sizes and shortened attention spans of mobile users (due to multi-tasking and time shifting) are factors for every brand to throw away the old model of content creation and to look at content planning through a “mobile lens” POV. Although every content published on your site must short to fit a small screen, the message should still be effectively conveyed.
Twitter and Vine are great platforms to convert your brand messages to something easily consumed. Twitter only allows 140 characters per tweet while Vine lets you share six seconds of video footage. It’s now possible for other brands to promote themselves in the most ingenious way. There are exceptions to this rule in the case of Kindle and other e-book readers where long and in-depth content are expected.
Mobile users often use their thumb or index finger when tapping buttons and scanning websites. Make sure actionable targets are large enough to click on a mobile device. Images, buttons, or links should be easily tapped without fuss. Do not let shoppers abandon the site simply because the “Buy” or “Call Now” buttons need to be zoomed before it can be clicked on.