Five ways to avoid a mobile content catastrophe

Although nothing is likely to be as disastrous as Samsung’s exploding phones, failure to optimise content for mobiles can sink content marketing campaigns

With the scent of smouldering Samsungs still thick in the air, the topic of mobile-related disasters has been an international talking point in recent weeks.

And in a world where mobile devices are used more frequently than desktop alternatives, potential pitfalls should be dodged with the utmost care.

Here are a few things the savvy content marketer should bear in mind when crafting content for mobiles.

Don’t neglect current trends

Would you think your content was making an impact if it was being read by just 0.14% of your website visitors? No? Then why persist with banner ads, which, according to a 2014 survey by eMarketer, have a click-through rate of 0.14% on mobile?

Using outdated methods to get your content out into the world betrays a lack of aptitude with mobile technology. Paywalls and native advertising are a far more effective way of advertising via mobile and they are also more likely to make it through ad blocking software.

Do get on board with search engines’ quirks

Search engine algorithms are evolving all the time to eliminate mobile unfriendly websites. Google have led the way on this, but Bing and Yahoo are also pumping resources into prioritising websites that are nice to look at on a phone.

If you can’t keep ahead of the game on this, you run the risk of search engine oblivion.

Don’t use a one-size-fits-all approach

The consensus among those in the know is that a tailored approach is crucial to content success. Whether it’s task-oriented design or multiple apps to cover every niche, be aware that there’s no single formula to make your content suitable for mobile consumption.

Adopting an intensely specific strategy for banking and finance content based on a nice news website you’ve seen is a sure path to calamity.

Do embrace mobile voice search

20% of all mobile searches take place via voice search – is this reflected in your content? In the most recent Content Marketing Association industry report, Laura Lee posited that new tactics would be needed for content marketers to adapt to developments in how people use search engines.

What search results look like is changing, with more direct answers, local packs, ads, news, videos, images and more – before you even get to the first organic result. As content marketers, we must adapt to this “long-tail” format.

Don’t be restrictive in your definition of “mobile”

With smartwatches and other wearables flying off the shelves, the mobile technology sector is gathering momentum.

71% of consumers say they would be happy to see personal advertising delivered to their smartwatches, presenting a clear opening for content marketers to funnel relevant content straight to consumers’ wrists. An overzealous focus on phone content alone would be a serious mistake considering the new direction the market is taking.

Next to having a phone that is actually ablaze, there isn’t much worse than mobile content that’s behind the times, poorly equipped for the task in hand and impervious to industry developments.

Employ a versatile approach to smother such missteps before they happen, and set the mobile content world alight for the right reasons.

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