What are they doing on that smartphone? Are they accessing content relaxing at home, or glancing quickly during their commute? 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.
Five ways can boost retail sales by Mobile
Base your strategy on how your audience really uses mobile. 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.
Part of your audience profile should focus on how mobile fits into your customers' lives. What devices are they on? What kind of an experience are they looking for from you? Data from your existing website analytics program can give you mobile insights, as can targeted surveys, to form the foundation of your mobile content strategy.
Think before you shrink. 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.
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.
Rethink your user experience through design. 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. But mobile design goes beyond basic functionality. Ask yourself if you're providing the right experience in terms of content, look, feel, functionality and tools to help your customers achieve their end goal.
Going back to my example about buying the part for the home theater system, during my search for suppliers I found several that had awful mobile design. One in particular wouldn't even let me add my item to the cart. Needless to say, I didn't make my purchase from that supplier.
Focus first on the experience, and then optimize the visuals.
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.