the key ingredients to a winning mobile content-marketing strategy

The Key Ingredients to a

Winning Mobile Content-

Marketing Strategy

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.

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.

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.

Here's a closer look at some critical points

to consider about your company's mobile

content-marketing strategy:

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.