When you think about the different ways customers land on your company's website, mobile is most likely a growing driver of traffic. According to the latest statistics from Pew Research, 56 percent of Americans own a smartphone and 34 percent own a tablet. Then consider that 63 percent of smartphone owners use their devices to go online. Ingrid Gee, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online® ingrid@bluedressinc.me 865-951-5887

1. The Key Ingredients to a
Winning Mobile Content-
Marketing Strategy

2. When you think about the different ways customers
land on your company's website, mobile is most likely
a growing driver of traffic. According to the latest
statistics from Pew Research, 56 percent of Americans
own a smartphone and 34 percent own a tablet. Then
consider that 63 percent of smartphone owners use
their devices to go online.

3. Does your content-marketing strategy take these
trends into account? Plugging new channels or
technologies into your existing content strategy isn't
enough. As a business owner, you need to consider
how your site and your marketing are being delivered
over the devices people are using.

4. If you're not delivering your marketing messages in a
way that's tailored specifically to the experience of a
smartphone or tablet user, chances are you're turning
customers away.

5. Here's a closer look at some critical points
to consider about your company's mobile
content-marketing strategy:

6. Don't just look at the mobile channel as a series of
devices. It's true that your content needs to be
optimized and look great across different brands of
tablets and smartphones. But mobile is also about
the context and behaviors of your customers while
they're on those devices.
Mobile isn't just about the
device.

7. Your content strategy needs to represent a deeper
understanding of your users' mobile context and
what that means for both your content and
experience creation.

8. An effective mobile content strategy demands an
understanding of your audience's mobile usage.
Marketers like to imagine they know their customers.
But the reality of mobile usage may differ from your
perception.
Base your strategy on how your
audience really uses mobile.

9. The old model of content creation was to adapt
content from other formats, usually the web, to a
small screen. Text was chunked differently, visuals
updated and overall layouts simplified and made
more "tappable" for touchscreens.
Think before you shrink.

10. Instead, look at all of your content through a mobile
lens at the point of creation. Copywriting and visuals
should be as short and minimalistic as possible, while
effectively conveying your message. Then adapt your
ideas from there to the bigger screen. Scale content
creation up, rather than down.

11. Every business needs a website that looks great and
functions well on mobile devices. If information is
hard to find or your site is impossible to navigate,
you'll lose customers.
Rethink your user experience
through design.

12. In the mobile universe, conversions go way beyond
the sale. Signing up for a newsletter, sharing your
content or downloading a white paper may be
valuable customer touch points.
Expand your understanding of
conversions.

13. Geolocation technologies are giving businesses
creative ways to engage customers, from sending
market research surveys to customers nearby to
offering discount codes to drive sales. Examples of
these technologies include Apple's Siri, Google Now
and GPS-enabled apps for iOS and Android.
Take advantage of location.

14. As visual content such as videos and infographics
become the preferred form of content, specific
opportunities are appearing for mobile. Short videos
on Vine and Instagram have provided marketers
another way to reach their audience. What part of
your story can you tell in a micro-video? For some
interesting takes on Vine campaigns check out Oreo's
campaign and Lowe's six-second home improvement
tips.
Leverage the rise of micro-video.

15. Make social engagement easy. Is your content easy to
share and easy to engage with? Simple like and share
buttons encourage social engagement. If you're
requesting information, avoid long essay questions
and forms that are awkward to navigate.

16. With more opportunities to reach customers and
prospects by mobile, companies can stay relevant by
creating mobile-focused content marketing strategies.
This can help you to concentrate on high-return
mobile activities that drive website traffic,
engagement, leads and sales.