Content Strategy for Mobile: Ultimate Guide

You're pushing away more than half of your customers if you don't have a content strategy for mobile. Don't be that business.

Fact: You'll lose loads of leads and sales without a mobile content marketing strategy.

55 percent of all internet traffic comes from mobile devices. And that number doesn't even include tablets.

Without a content strategy for mobile, you're pretty much telling more than half of your potential audience that you don't take their visit seriously.

That has to stop.

In this post, I'll help you develop a solid mobile content marketing strategy to grow your digital footprint for 2022 and beyond.

But before I get to the juicy stuff, an important introduction...

What is mobile content marketing?

TL;DR—it's content marketing that targets smartphone and tablet users.

Just like regular content marketing, mobile content marketing is also broken down into a handful of areas. This includes mobile video marketing, SEO, landing page optimisation, and so on.

Now that we're all on the same page, it's time to get to work.

Mobile content marketing strategies for 2022

Here are the top proven mobile content marketing strategies your brand should use in 2022:

1. Build a keyword strategy around voice search

How do you search the web with your phone?

If you're like 71 percent of internet users, chances are you use a virtual assistant and/or voice search.

That's why mobile content marketing requires a shift in your keyword strategy.

Instead of usual keywords like "roof repair CA" or "best email marketing tools," target additional keyphrases that sound more natural. Think "roof repair services near me" or "what's the best email marketing tool for professionals."

Tools like SEMrush's Keyword Magic Tool can help you with this by compiling a list of question-based keywords that you can answer with your content.

Just run your search as usual and click 'Questions' once the results are loaded in.

Image source: SEMrush.com

A free alternative to SEMrush would be AnswerThePublic.

It can provide you with a list of question-based keyword suggestions based on your target search terms.

Image source: AnswerThePublic.com

Here are some tips when optimising for voice search keywords:

• Don't forget about "near me" keywords
• Create FAQ (Frequently Asked Questions) sections to commercial pages (service pages, product pages, category pages etc)
• Optimise for rich snippets
• Write concise and to-the-point answers to questions

I put together an in-depth guide on how to conduct content research. I encourage you to check it out so you have a deeper understanding of how to come up with keywords and topics that are highly relevant for your readers.

2. Establish a solid social media presence

Most people do most of their social media activities on a smartphone.

If you want to do mobile content marketing right, you need to up your social media marketing game.

This is where mobile video marketing comes into play.

According to statistics, video content consumption on mobile devices increases by 100% each year. Furthermore, 92% of all mobile users share videos with their peers.

The good news is you don't need an in-house production team to create share-worthy videos on social media.

Tools like VEED, Promo, and InShot make it easy to whip up eye-catching video content for social media.

Some other mobile marketing tips for social media are:

• Engage users: Build a trustworthy brand by engaging social media users through likes, comments, and shares.
• Use live videos: Humanise your brand and provide "in the moment" experiences using features like Instagram Stories and Facebook Live.
• Join groups: Discuss relevant topics and find qualified leads by joining social media groups.
• Create shareworthy custom images every time. The bare minimum you should offer users is custom graphics, which you can make with tools like Canva.

3. Transform your website into an app

It's not rocket science: mobile apps are more accessible and can be fun to use.

Unlike regular websites, apps can be launched straight from a phone's home screen. This eliminates the need for users to rely on a clunky mobile browser to check out your content.

Don't have the budget to create an official app for your brand?

You can use tools like Convertify to turn any existing website into a full-fledged mobile app instantly.

Image source: Convertify.app

Convertify also comes with a number of extra features, like:

• Push notifications
• Media playback
• Downloads
• Social media sharing
• Custom app loading screen

4. Optimise website content for mobile browsers

One of the key principles of mobile content marketing is improving the experience of phone and tablet users.

This should start with your website.

Applying a mobile responsive theme is a step in the right direction. This allows page elements like headers, text, and widgets to automatically adjust and reposition to accommodate smaller displays.

Without mobile responsiveness, your website could look like this:

Image source: Gatesnfences.com

It looks nasty, right?

Of course, mobile content optimisation takes more than just mobile responsiveness.

Below are a few other things you should take care of to improve the mobile content experience on your website:

• Readability: Use large fonts with sufficient line spacing to make texts more readable. Also, use formatting techniques, like subheadings and bullet points, to improve your content's scannability.
• Space out clickable (or tappable) elements: On smaller screens, it's easy for users to tap the wrong button or link by mistake. You can help them avoid this using proper padding and spacing between interactive elements.
• Build Accelerated Mobile Pages: Accelerated Mobile Pages or AMP is an open-source framework initially launched by Google to improve page loading speeds on mobile. It features a library of resources to help you adopt the best practices in creating mobile-friendly pages.

Just weeks ago, I published an actionable and easy-to-follow guide on content tracking. It's crucial that you read the post, so you have a better grasp of how to track the performance of your content, which then gives you the data you need to optimise your website and its content for better conversions.

5. Create mobile-friendly emails

Every serious marketer knows that emails are powerful tools for generating traffic and conversions.

Tying emails in your mobile content marketing strategy is relatively straightforward.

All you have to do is make sure that your emails are crafted to be as mobile-friendly as possible.

Similar to your website content, emails should have spaced-out, readable fonts and clear interactive elements that are easy to tap. You should also avoid lengthy paragraphs and use subheadings, CTAs, and images that pop.

This email from Zoom checks all the boxes on what mobile emails should be.

Image source: Email from Zoom.us

Mobile conversion optimisation best practices

Want more conversions from your mobile content marketing campaign?

Optimising content and emails for mobile devices will help improve your content engagement and increase conversions. But there's more to mobile conversion optimisation than that.

• Use A/B testing to speed up your mobile landing page optimisation.
• Fine-tune your pop-ups and opt-in forms for smaller display sizes.
• Design landing pages with touch controls, particularly swiping, in mind.
• Use social media features like shoppable stickers and Facebook buy buttons.
• Simplify your navigation elements so they don't disrupt the user experience.

Mobile marketing trends for 2022

To put together a winning content development game plan for your business, you need to be aware of the top mobile marketing trends that brands use.

1. Streaming to connect with millennials: When watching live videos, 56 percent of millennials choose to do it on a mobile device.
2. Selling on shopping apps: With more users shopping online, brands should consider creating merchant accounts on apps like Wish and Amazon.
3. Influencer marketing is more important than ever: Partnering with influencers on Facebook, TikTok, and Instagram is still a great way to promote a brand.
4. Mobile-first approach is here to stay: The dominance of mobile devices over desktops means marketers should stick with a mobile-first approach in terms of SEO.

Fire up winning mobile marketing campaigns now

Running high-performing mobile marketing campaigns is one of our specialties. If you're looking to explore your lead generation and sales initiatives through mobile content marketing, then contact me now for a free consultation.