It’s the most obvious thing in the world to say that smartphones have changed our culture—but are you aware of just how much? According to the most recent Pew Research Center data, more than 90 percent of adults in this country own smartphones. What’s more, more than 63 percent use those phones for regular Internet access; more than a third access the Internet primarily from their mobile devices.
You can guess the implication: Marketers have been shifting their strategies away from desktop users and toward mobile users. Now, more than ever, Internet marketing requires that careful attention be paid to on-the-go mobile Web browsers.
To address mobile users requires business owners to make a real paradigm shift. It’s not just the device that changes, from desktop Internet browsers to mobile users. It’s the very behavior involved. Those using their mobile devices need content that’s brief, attention-grabbing, and directly applicable to their consumer questions and concerns.
A tall order for small business owners seeking to ensure that their content marketing reaches any and all Web users? Not necessarily. Just try to keep in mind some of the following tips.
How to Optimize Your Content for Mobile Users
- The first step is to understand that this is not a passing fad; some reports indicate that as many as half of all Web searches take place on mobile devices, and that’s not going to change anytime soon. The mobile mindset needs to apply to content creation at the deepest level, then. Taking long-form content and breaking it down into bullet points may work in the short-term, but not in the long haul. You’ve got to rethink everything you’re doing with content creation.
- It’s not just about making content shorter. In fact, Google’s algorithms reward content that’s long—but only if people actually read it. The question is, can you create content so gripping that people will spend their entire bus commute reading your 1,000-page article? If so, then great. If not, a more digestible article is probably best.
- Mobile users aren’t going to take the time to read an article—or even to open it—unless the headline compels them. A good headline, optimized for mobile readers, should have an emotional hook. It should convey value—in short, it should answer the question of what’s in it for me.
- For mobile readers, the first paragraph or two are essential. Don’t waste their time with a long lead-in. Instead, offer a quick, bullet-point synopsis of the article’s content to convince them to read on.
- Formatting matters! Big fonts, popping colors, and streamlined layouts are all important. Also ensure that your call-to-action elements are tappable—i.e., that mobile users can click the phone number on the screen to call you directly.
- Above all, write conversationally. Make it easy to read what you’re writing. There’s no need for fancy words and jargon in an article optimized for busy, on-the-go readers.
Remember: Mobile is here to stay—and it’s vital that your content reflects that.
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