Mobile trumps desktop. Content marketers must understand the parameters of different smartphones, social media platforms, and email applications in order to effectively reach their audience in today’s mobile environment.
Siege Media recently compiled mobile statistics and content marketing trends and showcased them in a handy piece on content marketing stats. This resource is, of course, mobile-friendly and can help you identify marketing opportunities for your company. Here is a list of five content marketing tips we believe will elevate your mobile marketing campaigns.
1. Speed Is King, Content Is Queen
Consumers want information yesterday. This makes mobile browsing speed more important than ever before. Consumers have options and a lot of them.
When it comes to getting urgent answers, some content marketers argue that the creative elements of your content become insignificant. According to Think with Google, 53% of mobile users will close websites that take more than three seconds to load. Think of speed as king and content as queen.
Think with Google’s average speed index indicates the fastest industry is healthcare companies at 5.4 seconds followed by media and entertainment at 5.5. Content marketers must prioritize mobile-friendly content. Otherwise, they simply won’t reach their audiences.
2. Mobile Over Desktop
We live in a fast-paced mobile world. Turn to your left and odds are someone is engaged with their smartphone. As people rely more on the newest technology, content marketers must follow to successfully reach them.
ISSUU notes mobile traffic has a 125% growth rate compared to desktop’s 12% growth rate. This shows the importance of omnichannel marketing in this day and age.
Mobile allows consumers to purchase products and services nearly anywhere at any time. Therefore, mobile content marketing campaigns must exist for a company to see tremendous growth.
Image: Siege Media
3. Create Videos That Connect
Some content marketers see the most value in creating video content. Companies like YouTube and Vimeo help everyday people and companies connect to hearts across the globe.
It’s even helped influencers kick start their careers. However, a challenge for some content marketers is getting positive comments from viewers. An Animoto study found that 29% of men and 23% of women are likely to comment on videos that include emotional content.
Showing emotion in your videos establishes a connection and shows authenticity to consumers. This can be humorous or inspirational content. As long as it strikes a consumer’s emotions, you can increase your video engagement.
4. Keep It Simple, But Speedy
As mobile interactions with consumers rise, consumer expectations follow. Mobile experiences between consumer and companies happen frequently and can raise a brand’s equity.
In fact, Think with Google found people have twice as many interactions with brands on mobile than anywhere else. Companies that are able to make the mobile experience for consumers smooth and speedy are winning. This affects the company's competitors because consumers will expect similar functions from other brands.
For example, use simple navigation search bars. These allow consumers to easily find what they are looking for. Being known by consumers as “slow” or “overwhelming” will reflect negatively on your revenue stream.
5. Listen On Social Media
LinkedIn, Facebook and Twitter are three of the most popular social media platforms used by B2B marketers. Even as privacy policies and algorithms change, content marketers continue to utilize social media platforms.
According to the Content Marketing Institute, 61% of B2B content marketers increased their social media usage in 2019. Why does this happen? Social media is continually evolving and creates innovative ways for content marketers to reach their target audience.
Some even argue that social media is the best tactic to collect data on your target audience. Social media permits companies to listen to what their target audience’s care about (e.g., sustainability). Utilizing this information to create content can increase shareability and engagement from your audience.
Whether your main content marketing strategies involve email, social media, podcasts or videos all of these channels require an understanding of mobile. It can be easy to get lost in the mobile mix, so remember to be purposeful and authentic with your content.
