The growth of content marketing is hard to ignore, but marketers and business owners must consider to whom exactly they are marketing so tips for mobile content marketing are essential. Just as importantly, marketers need to consider how consumers are viewing the content. This is especially important with regards to mobile content marketing strategies, as mobile devices offer a distinct platform for navigation when compared with traditional desktop browsing. A recent study by Nielsen and Google revealed that 77% of mobile searches are actually performed at home or at the office, where PC’s were also likely available. People are obviously trending toward using their mobile devices to search; however, another study also revealed that mobile web site visitors display a 9.56% higher bounce rate than desktop visitors.
These contradicting figures suggest that while there are some fantastic opportunities for mobile marketing strategies, marketers must focus on developing mobile marketing campaigns that offer content to keep consumers engaged for longer. According to ContentMarketingInstitute.com, 3 percent of B2B marketers who create content (as indicated by CMI’s most recent research) should mobile-optimize their content marketing strategy in order to extend the time visitors spend engaging with their content, and convert more of those mobile visitors into customers.
The Google/Nielsen study shows that 40% of mobile searches were performed with a local intent. This is no surprise, considering that mobile users are usually on the go and searching for products and services close to them at any given time. So, it’s important to discover what words users are entering to search for products and services related to your business. Use Google Trends to compare which words are being used where. Then you can appropriately optimize your content using keywords that are focused on consumers in the areas you most want to attract.
Without the use of a traditional keyboard or mouse, mobile navigation tools have to be especially touch friendly and clearly identifiable. This is particularly relevant for online forms. For the most success converting mobile consumers, make it easy for them to fill out mobile friendly forms. Make sure you only ask for the most important information, give them large and clear buttons and spaces, and whenever possible provide auto-populated fields, drop-down menus, and contextual keyboards for convenience and ease. The easier you make the mobile conversion process, the more consumers will be motivated to engage with your brand.
According to another Nielsen Study, 28% of online consumers view videos at least once a day on their mobile devices. This makes video the most used content platform on mobile channels. Utilize easy-to-use video creation platforms like Vine and Instagram to create engaging video content for mobile users. Discover what types of videos local users are searching for by using the YouTube section of Google Trends.