Article

Deborah King
Deborah King 24 August 2015
Categories Content, Mobile

Mastering Mobile Content

Cracking content marketer that he was, Hamlet knew how to make his message heard.

Cracking content marketer that he was, Hamlet knew how to make his message heard. Fast forward four centuries or so, we know now that the phone, not the play, is the thing. Our Head Of Social Media here at Forward Worldwide shares her top tips for making mobile work for you.

 

I love people watching. It could just be my favourite pastime. On holiday, at a bar and – more often, sadly – on my way to work. But in the age of the smartphone, eyeballing strangers has become a bit less interesting; everyone has their head down, glued to the little screen in their palms. And it’s a phenomenon that takes no prisoners – children, parents, office workers, MPs, checkout assistants… everyone checks their phone all the time.
 

This very morning – 8.05am, to be precise – I was at the station. With the train due in four minutes, a man on the platform next to me next to me took his phone from his pocket six (SIX!) times before the train pulled in.


Little wonder Google recently updated Panda to take into account mobile-optimised websites, while 76% of Facebook’s ad revenue came from mobile in Q2 2015.


But of course this is nothing new; we all know that mobile is key. Mobile marketing has been the buzzword at every digital and marketing conference for the past five years, possibly even longer. So how can you make your content more mobile friendly? By following our top five tips, obviously:
 

  1. Be Responsive

    It sounds obvious, but make sure your content can be accessed on every single mobile device or platform. Consumers expected a seamless user experience, from PC to smartphone to tablet.
     
  1. Less Is More

    People have short attention spans when it comes to their phones, so get straight to the point. This doesn’t mean halving your word count for the sake it, but rather writing more creatively. For video, stick to 30 seconds or less – people are conscious of their monthly mobile data allowance, too. Remember, Instagram only allows for 15-second videos; with Vine it’s six.
     
  1. UX Matters

    Think about the UX design and how this differs on each device. Convenience is key; people don’t want to waste valuable seconds trying to figure out how to move from one page to another.
     
  1. Be Reactive

    Social media has shifted expectations when it comes to customer service. If I want to vent my frustration after a bad customer experience I can tweet and tag the brand – ensuring that all their followers see my rant. So make sure you’re armed and ready to respond to disgruntled customers.
     
  1. Stay True To Your Brand

    You can’t be everything to everyone all the time. Don’t try and change your brand proposition for universal appeal – it’s about reaching the right person, with the right message, at the right time.

 

Original Article

 

Find out more on the future of Content Marketing at our DLUK - Trends briefing on the 24th September 2015

 

 

 

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