Mobile phone is undoubtedly an essential part of our life, let alone the worldwide pandemic deeply affected how people use the phone for daily basis. For most Internet users, mobile devices are now their primary portal for finding answers to questions, reading articles, checking social media and watching videos. It's impossible to ignore mobile users when developing your entire marketing strategy.

According to research conducted, nearly half of Internet users are accessing content from their mobile devices. If they don't have a good experience within seconds, they will never read your content, let alone use the app. With the rapid and unstoppable growth of customer use of mobile devices, the only sound decision regarding marketing campaigns is a mobile-first approach.

Mobile Content Marketing Definition

Content marketing can be simply defined as that allows information from brands to be shared through apps, social media channels or websites.

Google, Facebook, Yahoo and Twitter have been "mobile first" for long. Given that these are important areas where people regularly go online, your audience has become accustomed to a better user experience. Google even labels sites that appear via mobile searches as "mobile friendly" to let users know which sites are optimized for mobile use. Not only that, but if your content is not specifically designed for mobile devices, then your SEO rankings will definitely suffer.

A mobile content marketing strategy is more than just a blog post or a YouTube video. It's an organic mix of content that helps you better connect with your audience and ultimately drive more traffic to your site. It's about creating a seamless experience across all of your channels.

Mobile-friendly Content Provides Better App User Experience

Mobile devices have become the prior way for many people to interact with online content. As smartphones become more prevalent, your content is entering a whole new market. Whether you're creating content for a blog, working on a high-converting app description or optimizing text for an App Store banner, there are a few basic rules for building a successful mobile content strategy that will help you optimize every element on your site.

1. People will scroll

It's no secret that mobile devices have less screen space. Some app marketers think this means they have to write less content to keep readers' attention. Regardless of the limitations of technology, mobile readers are not fundamentally different from desktop users: quality is more important than quantity. Remember, you can't cut quality down to truncated copy. Keep it interesting and always try to write content that is valuable to your audience, but don't get too caught up in the "first screen" myth. If you can engage your audience with a piece of content, they will scroll to continue reading. In fact, eye-tracking studies show that while the content at the top of the page is certainly the most popular, people do scroll.

2. Front load the key content

On desktop, you can show readers a few paragraphs before they have to scroll. But on a mobile device, you have less space. This means you need to grab your audience's attention immediately. So try to pre-load the most important information to the top of your app description, article or post.

3. Break up text with visual content

On mobile devices, readers are more interested in images. This doesn't mean that text content doesn't work, it just means that you need to find a way to supplement your blog posts with app screenshots, icons or images in your text content.

4. Keep Your Paragraphs Concise

Readers tend to think of paragraphs as a complete idea: the longer the paragraph, the longer the idea.

On a mobile device, it seems too complex and readers can get lost. The best way to solve this problem is to write shorter paragraphs. Aim to get the point across in as few sentences as possible. Your content should still flow, but don't ruthlessly cut out words that aren't needed.

5. Create short but descriptive headlines

Again, because you don't have much screen space, your headlines should be short and snappy. Creating good headlines for mobile devices is a real art. You must provide the reader with information about the content of the app or article, but at the same time you need to keep it short so that it doesn't take up too much space on the initial page or screenshot.

How to Make the Most of this Mobile Content Optimization Strategy?

If you already know how to write compelling mobile content, it's time to learn tips to interact with your user in the content.

Deep linking

With deep linking, people searching through Google and other search engines can find hidden content in your app. App users can go to a specific page of your app via emails and notifications.

Convert mobile visitors into app installs

Do you have a blog or a website? Place a pop-up/notification for mobile visitors that encourages them to install your app immediately.

Integrate App Store Optimization (ASO) with SEO

Do you want to improve your app's SEO? Find the words that lead to it in the app store and use them to generate content for your online resources.

Is your blog getting traffic from good keywords? Consider how you can merge these keywords into your app description and see if your rankings improve.

Segment your email base between Android and iPhone users

This helps ensure you send more customized images, links, news and content to your subscribers.

Retarget blog visitors

If people are visiting your site, run remarketing campaigns and try to convince those visitors to install your app.

The cost is much lower than traditional campaigns and the results are often better.

How Can I Improve My Mobile Content Marketing Strategy?

If your potential users won't open the content, then there will be no use writing the most engaging content and trying all the other tricks. The following tips will be useful when considering the next step in your marketing campaign.

Optimize landing pages

There are significant differences in developing websites for desktop and mobile devices. Therefore, the first step in creating a successful mobile marketing campaign is to adapt your content to be seen appropriately through a smartphone or mobile device.

Unique mobile device design makes it easier and faster for customers to navigate the site. It's as easy as viewing that content on the desktop. You need to keep in mind that mobile devices usually take more time to load heavier images or animations.

According to the Aberdeen Group, even a one-second delay in loading can reduce customer satisfaction by 16%, conversion rates by 7%, and page views by 11%. That's why keeping app landing pages mobile-friendly is key to improving app user engagement.

Optimizing touch screen interaction

As we've discussed before, the same users behave very differently on a mobile app than they do on a desktop or laptop. One big difference is that when you optimize content for mobile screens, you must consider "touch" interactions.

Users tend to use one hand when navigating apps on a mobile or smartphone device, so it is critical to consider the physiology, ergonomics and usage patterns of the average app user when designing the placement of buttons and content. One of the most prominent factors here is to place buttons within the reach of the thumb.

In addition, you can improve the usability of your mobile app by reducing the number of screens or tabs that a typical app user must pass through to navigate the app. On the other hand, if you hide relevant content in a complex user journey, it will only frustrate app users.

Ultimately, if you want people to use your app and continue to use it, you must make the app easy to use. During the design and development of your app, make sure that the navigation and user journey is as simple and intuitive as possible.

Focus on your right audience

Targeting is the key to a successful marketing campaign, and this isn't the first time we've said so. Your mobile content needs to be tailored to specific target groups and also to the type of platform. Instagram, for example, is the perfect app for mobile marketing because it was developed specifically to be most effective on smartphones or mobile devices. Therefore, it's best to know both the people you want to attract and the channels used for your campaigns.

Focusing on your audience as well as your mobile-first strategy will help you build a successful campaign. You must remember two things. First, your audience doesn't have a long attention span. Second, either way, they will spend more time on the Internet. Both of these factors will help if you capture their attention.

Using the right keywords can also engage your designated target group. Companies that leverage content marketing, such as targeting the right keywords, will bring in long-term organic traffic growth. Search users are the most valuable potential customers you should focus on to drive your business.

To learn more about app organic traffic growth, you can check "How to boost your app organic traffic growth in the app market quickly and effectively?" of our previous articles.

Localization

According to a Google/Nielsen study, 40% of mobile searches have local intent, and 73% of mobile searches trigger additional actions. Therefore, localized content is important for creating a good mobile marketing strategy.

People who search online using a mobile device are more likely to respond to localized content. Localization-focused mobile content marketing includes :

Topic Updates - configuring Google Alerts to know which topics are trending in a particular region and using Google Analytics to get locations from visitors; you can then select regional topics and create personalized content for regional visitors.

Local Keywords - add app keywords to titles, content and ALT tags. This ensures visibility and brings traffic to your app.

To learn more about keywords, you can check "What About Google Play Store ASO And Its Keyword Optimization" of our previous articles.

Google Maps Optimization - its API allows for integration; you can create positive content and integrate it into map listings.

Sending the Best Call-To-Action Phrases - Call-to-action phrases are an integral part of any marketing strategy. These short messages are your main invitation to your target audience.

However, on mobile devices, digital marketers must create CTAs that don't require many steps to complete. for example, make sure that any link that connects with your brand can be clicked, prompted to open an email, or start a phone call.

Encourage and get in-app feedback

Feedback plays a critical role in helping you understand what content you should keep and what content you should remove. When you receive in-app feedback as an app marketer, you can ask your customers for their opinions as they consume the content you put into your mobile app.

In-app feedback, unlike lengthy surveys, can provide you with real customer input. After customers use your product or use your service and understand all of the content you provide and interact with your user interface, they will be more interested in providing feedback that is quick and valuable to you as a marketer.

Use the features offered by mobile 

Finally, throughout a mobile-first approach, it is important to take full advantage of the features that mobile devices must provide. Your customers always have their phones with them. This is a huge opportunity for your marketing campaigns. For example, customers can share their data with your company online and agree to receive mobile notifications about promotions for a limited period of time. Customers take urgent action and the average click-through rate for SMS marketing is 36%.

In addition, brands can create discounts and coupons suitable for mobile devices for quick customer access. Many companies actively take advantage of this option by creating mobile barcodes that can be scanned at the point of purchase to receive discounts.

The Future of Mobile Content

As app users spend more time on their mobile devices, it will become increasingly important for mobile marketers to deliver seamless, personalized mobile web and in-app experiences. By applying a data-driven content marketing strategy based on user insights, mobile marketers are virtually guaranteed success in the growing competition.