Is Mobile part of your Content Marketing Strategy?

By 2015, nearly 788 million Internet users globally will access it only via their mobile devices. Slowly but steadily, mobile is becoming the primary Internet access device for many.

Marketers around the world who have been drawing out various strategies for marketing content will now have to pause and think again.

• Does your content marketing strategy apply to mobile devices too?
• What is the business case for developing a stand-alone mobile marketing strategy?
  
  

It is high time you start answering these questions. There is NOT one common answer for everyone, because your mobile marketing strategy greatly depends on your organization and your customers.

One thing you can be assured about is this: you cannot afford to ignore your mobile audience.

Huge Marketing Opportunity

Mobile poses a huge opportunity for marketers who are trying to build quality content and disseminate it to the maximum possible audience.

You mobile content marketing strategy starts with optimizing your website for mobile but does not end with that.

Consider these two common pitfalls that deceive most content marketers.

Case 1:
You send out an email newsletter as part of your content marketing plan. More than 70% of people read their emails on their phones. If your newsletter template doesn’t fit into the mobile screen or if there is too much content for the small screen, your content does not reach the end user.

Use a single-column newsletter template without heavy images that can be easily opened on mobile devices.

Case 2:
Consider this case where you create a mobile-friendly newsletter. Your subscriber opens the newsletter and clicks on any link expecting to see a mobile-optimized website. If your website does not fit the mobile screen, the engagement is already killed. 61% of consumers would never return to a website with poor mobile experience.

These are just examples of some common errors marketers make. The only way to solve this is to make mobile, a key aspect at every stage of your content marketing plan.

Look at this simple checklist.

• How many of your website’s visitors access your website on mobile?
  • If your analytics reveals a number more than 20%, then you should definitely create a mobile-friendly website now.
    
    

• How many of your subscribers actually open your email newsletter on their mobile devices?
  • If the number is more than 10% it is imperative that you use a single-column newsletter template that can display properly even on smaller screens found typically on mobile phones.
    
    

• Are you looking to make your content viral through social media channels? Then, you better make it mobile-friendly. If a shared link does not load within 3 seconds, you have already lost your reader’s attention. More than 50% smartphone users globally check for updates on social networks everyday and share them. This means you are losing a huge chunk of your target audience.
  
  

Convinced that mobile optimized content is the only way forward? In the coming weeks we will tell you how to go about optimizing your website for mobile devices.

This article first appeared on www.business2community.com