Have you been looking at your website stats and wondering how you can engage your ever increasing number of mobile visitors with relevant a mobile content strategy ?

All businesses have a significant proportion of their traffic coming from mobile devices and lack a mobile content strategy.  Typical stats are between 25% and 40% of all traffic is from a mobile device.  This can increase if we are driving traffic from ads and email — with users checking out email easily on devices throughout the day while away from the desk.

For social media, email and some extent, advertising — a large proportion of viewers are likely to be via mobile.  However, our emails, landing pages and forms can be challenging for mobile users.  As an example, here’s a stat from a recent newsletter email that was sent last week by a client.

mobile content strategy device open rates

You can see that the sender has 42% of traffic viewing their content on mobile devices but check out the clickthrough rate for mobile. Virtually non existent.  So this means that after a day of curating and creating content for a feature rich newsletter, nearly half the audience are going to miss out — simply because when met with an email packed with snippets and links, the prospect of navigating this on a small screen turns people off.

So, how do you develop a mobile content strategy?  The answer is, you don’t. You develop a content strategy that works for both arenas.

Some key points to consider for a mobile content strategy:

  • Grab their attention with a great title.  It’s the easiest thing to read on a mobile device and will entice the reader further.
  • Really think about your snippets or excerpts as these will feature as preview text in email and will be used to promote your content over social.  Don’t fall in the trap of simply using the default or pasting the first paragraph.
  • Smart images can sell the story – don’t be too vague with your images.  These are easily the first thing that the reader see’s and many devices open images as full width.  Try embedding your key messages into the image.
  • Consider load time. If you live within striking distance from your mobile signal tower and have great connection speed, take it from me that not all of us do and 4G or even 3G can be a treat in some areas.  Optimise your images.
  • Give people something to do. A clear and full width call to action lets people know what to do next and is easily identifiable on a small screen.
  • Make sure your forms are short and concise, don’t try and profile someone off their first form submission.  Ask for email and find out other facts as time goes on.  Smart forms in Hubspot can do this really well.
  • Be concise.

Really, it’s just good content strategy — designing, writing, and publishing with the reader in mind. The trick is this: if you plan for mobile first, your desktop website can follow the same plan and have tons of room to breathe, a much nicer reader experience that results in a smooth, clean design.

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