Growth Health Check
Content Marketing

How to Create Content for Mobile Marketing

By now, we hope that you've realized the value in beefing up your mobile marketing. After all, virtually all Australians, Americans and the UK population have mobile devices, and for that matter the rest of the world is very quickly catching up too, and more than half of them own smartphones. More and more consumers are turning to their mobile devices to make purchases and purchasing decisions. If you haven't added mobile marketing to your overall marketing plan, you're likely losing customers to your competitors with better mobile capabilities.

However, marketing your products and services on mobile devices is not the same as marketing to those surfing the web on laptops or PCs. Mobile content needs to be timely, easily-digested and local.

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Tips for creating good mobile content

Creating good mobile content is both an art and a science. It takes a little practice to hit that correct compromise between selling your product on a small screen and engaging your reader. However, with a little practice, and these tips, you'll soon be harnessing the power of mobile marketing.

  1. Keep it concise. Mobile web searchers are on-the-go. These aren't consumers languishing at their computer late at night; these are people checking messages between meetings or before they board an airplane. They generally don't have the time to read a long missive, no matter how well-written it is.
  2. Make it timely. Since your mobile readers are on-the-go, they are a perfect audience for information about and pictures of today's lunch special or a pop-up retail event. They are already out of the house, so it's more likely they'll be in position to take advantage of your timely deals and events.
  3. Create compelling headlines/titles. Your headlines are more important than ever with mobile content. What you write in those 100 to 150 characters determines whether your reader will bother to see what else you have written. The best titles occupy the middle ground between informational (but dry and boring) and exciting (but not always accurate) click bait-type titles.
  4. Keep it local. More than one-third of consumers use their smartphones to search for store hours and addresses. Make sure that this local information is included in all of your marketing messages, so they don't have to go searching for it.
  5. Make it shareable. Mobile users like to be able to share content they find interesting with their friends and family, but they won't spend a lot of time figuring out how to do it. Sharing also helps to increase your content's reach exponentially as those friends also share it with their friends. It's great free advertising!
  6. Solve a problem. This old content adage is as apt today as it was 20 years ago. People searching the web are looking to solve a problem, whether that's where to eat dinner, how to fix their sink (and what parts to buy at the home improvement store) or what type of vehicle to buy. If your content addresses the solution to a problem, it's more likely to get noticed and shared than if it simply seeks to inform.
  7. Enlist assistance. Timely posts are key in mobile marketing. After all, posting about luncheon specials at 1:00 pm isn't going to be that effective. One good way to make sure that your content goes out at the most optimal time is to use a software program, such as HootSuite or Zapier, that allows you to schedule posts. That way you won't have to interrupt your other obligations to post content on your website or social media pages.

Creating good mobile content doesn't have to be difficult or time-consuming. Start with concise, short posts; make sure that you include your address and other contact information and pick a catchy headline. You'll soon see your mobile conversions and web traffic soar.


 

What's Next?

How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the comments below. I would love to read them.


 

Sophorn Chhay

Sophorn ChhayAuthor

Sophorn is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to- one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia's mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way.

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