Every marketer knows that mobile is unavoidable. More data is being consumed on mobile devices with each passing day, even though bigger screens are usually within reach. Consumers are opting for the convenience of having a smartphone in hand, and marketers have to create content with that in mind. How do you reduce your brand’s big ideas to the small screen? Don’t worry, it’s not as hard as you think.
Before you get to the content, work with your design team to be sure visual display is ready for mobile. Optimize font sizes and layouts for small screens, and customize content to make it responsive and seamless across all devices. Consult the data to understand who’s looking at your content and how to meet their needs.
Yes, it’s overwhelming to try to reduce your entire strategy to one 5 inch screen – so think small first. Form bite-sized pieces of content that are essential for mobile, and build out your content from there. Determining what’s necessary for mobile might help you streamline your broader content plan.
To make content compelling on mobile, precision is everything. You have one shot to give a customer what they want and convince them to explore further. Use clear calls to action that lead to digestible, easy-to-read content, and be concise.
Your brand’s mobile experience should be easy. Content should be clear, and anything the customer does should be simple. Social sharing should be accessible, and subscriptions boxes should be large and quick to complete. No paragraphs, no long forms and no small boxes.
Image via (cc) Thomas Szynkiewicz
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