5 Tips for Content Marketing Post Mobilegeddon

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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How will Google’s recent mobile update affect content creation?

We know that webmasters need to have their sites mobile compatible by now, but an SEO marketer can’t help but wonder about possible effects on content.

This article will look at how to adapt your content to mobile for successful inbound marketing.

Since Google’s announcement came out in February 2015, professionals in the digital marketing industry have been trying to figure out exactly how much of a change we’re likely to see in the rankings for non mobile friendly sites.

What’s The Extent of Change After the Mobile Update?

The last time Google so openly announced algorithm changes was when the first anti-content-farm update (nicknamed “Panda”) came out and changed the game for SEO in general. Based on the amount of time Google gave before their scheduled algorithm change,  it’s fairly certain that we’re going to see some pretty major changes as far as internet-based business is concerned.

Google is clearly catering to the rising numbers of users that have are using desktop browsers less and are instead consuming web content on miniature screens such as tablets, phablets and mobile phones. To help these users, Google has instituted a system that will determine whether a page is mobile-friendly or not (it either is or isn’t) and let the user know beforehand by displaying a “mobile friendly” tag in search results on mobile devices.

According to Google, your mobile-search compatibility will not affect your regular desktop rankings.

What The Google Update Means for Content

Content production teams and content marketing professionals need to rethink the content game when it comes to Google’s mobile update. Most of us in the content marketing industry already have mobile-friendly sites (you can check if yours is here), but there are also many sites that aren’t mobile-friendly.

This is rapidly changing and, if you haven’t already, it’s a good idea to jump on board and get your site mobile friendly. With the growing mobile internet market entering the big leagues with this update, it would be be a serious misstep to overlook mobile users.

So, how can we create content that works well with this update? Surprisingly enough, it is looking like less might mean more. Here are a few helpful suggestions:

Building your Home Page Differently

Home pages tend to have a large amount of copy because the goal is to draw the user in and make them click through to internal pages. With this new mobile update, home pages will have to be looked at differently. They’ll have to be revamped to make them more suitable for viewing on a small screen by getting the copy more concise than it is currently. For a mobile user, you should be considering your homepage as ad copy in a limited space.

Content Should Be Short and Snappy

Mobile users will be consuming more bite-sized content than regular web users. The aim should be for content to be short, sweet, and concise. Although long content (such as blog posts of a few thousand words of length) still has its place on the web, it’s not geared towards mobile users.

However, in the same way that regular web users are daunted by walls of text, mobile users will most likely take one look at a massive post and run. Keeping it concise and to the point has never been more important to maintain your reader’s interest.

The Look & Feel of your Email Campaigns

The amount of users that check email via their mobiles has gone up tremendously since the early 2000’s. Many people check their email dozens of times throughout the day, so using mobile-friendly emails in your marketing is essential.

Google’s integration of Gmail with the Android operating system makes it very easy for users to stay connected via their phones. When designing email marketing campaigns, it’s important to give thought to those users that are accessing emails through their phone and develop the look and feel of your marketing content around that.

Headlines, Headlines, Headlines

There’s a whole lot of “screen real estate” to work with when writing content for the web. For a mobile platform, that screen real estate is a lot more precious so there has to be a lot of creativity when using the limited space available. Headlines have to attract and tempt, but they only have a handful of characters in which to pique the readers’ interest.

Marketers who’ve mastered Twitter will shine here since they’re already used to getting their message across in one hundred and forty characters. This is an extension of that particular skill – shortening headlines down to the very minimum so that they can be easily transferred to a mobile platform to be viewed.

Don’t Sacrifice Quality for Space

One of the biggest challenges we face as content creators after this mobile update is to maintain the value of the message despite having to deliver it to an audience in a reduced space. This is where the true marketing pros will shine. Those who truly understands their audience will be able to explain to them in the least amount of words possible the things that the target audience needs to know. Concise explanation is exactly what we want for our post-mobile content, because it gives us value without sacrificing content for it. Content drives business and for it to do so with success, it must be good quality content.

To give our readers a better idea of good responsive design that fits well in a single-page app architecture, here are some exemplary sites:

A Changing Paradigm of Digital Content

One thing that’s for sure is that the face of content marketing is changing yet again, undergoing an evolution that ensures that our field of expertise delivers the best it has to our audience at all points in time and via all channels.

It seems the only other industries and professions that have such massive, seismic shifts that change the layout of the whole field are geography and seismology.

Is your content ready for the mobile-based internet of the twenty-first century?

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