Why should you care about mobile-friendly content marketing strategy?

Take a look at these stats –

• Around 83% of mobile users expect to receive seamless experiences across all devices. 
• 57% of mobile users steer clear from recommending websites that have poorly designed mobile sites.
• 91% of mobile users expect easy access to the content of the site. 

 
What we learn from these statistics is that there is immense growth in mobile-only customers. And to cater to these mobile-only readers or customers, you simply cannot rely on responsive design. You will need to focus on mobile-friendly content strategy marketing, too. In fact, the mobile-friendliness approach should be a comprehensive endeavour – one that focuses on boosting the overall experience your potential customer might have while browsing your website.

Proven tips that help in creating mobile-friendly content

1 – Start with powerful introductions

When compared with desktops, mobile phones have a significantly smaller visual display unit. This means you have a very small space to convey your brand message. Hence, focusing on the initial information is crucial here. 
 
Typically, a mobile user might only scan a few lines before scrolling down to gain more information. When you do not have a compelling introduction, your readers may not even read those initial few lines. 
 
Digital readers spend merely 3 minutes on a website.
 
In such a short span, impressing a customer can be challenging, but it isn’t impossible. 
 
While creating the content, consider adding compelling information – one that hooks the readers and makes them come back for more. Avoid including unnecessary details. Instead, get to the point. If possible, introduce the most relevant information related to your topic in the introduction, something that delivers immediate value to your readers.

2 – Focus on short paragraphs

Digital readers don’t prefer reading long paragraphs on the desktop, let alone on the tiny screen of a mobile device. 
 
Hence, your focus should be on introducing information in shorter paragraphs. By shorter, we mean a 4 to 5-sentence paragraph that contains an idea that is expressed in 3 to 4 lines. When the lines in the paragraph increase, it becomes thick for most readers, especially impatient ones and those using a mobile phone. 
 
You can even go shorter by keeping the paragraphs to two to three sentences long if you know your content is going to receive maximum views from mobile-only users. 
 
End of the day, it is the audience that you need to please because search engines love websites that please the users.

3 – Determine how your readers consume the content

Did you know that there is a significant difference in how the content is consumed by both desktop and mobile device users? This eye-tracking research conducted by ACM states that desktop users scan websites. However, phone screen users have a few patterns in which they consume content. 
 
Here is an overview of the pattern you can use to create a solid mobile content marketing strategy –
 
3.1- Commitment pattern–  These types of people read every single word mentioned in the content. However, this pattern is quite rare. 
 
3.2- Marking pattern – These types of people focus on one piece of information the most, even while scanning the page. It is also the most common type of pattern. 
 
3.3- Spotted pattern – These types of people tend to skip huge chunks of text and scan the site for specific things. This pattern suggests that the user is either looking for images, links, a CTA or more. 
 
3.4- Bypassing pattern – These types of people tend to skip the first word of the line, especially when there are multiple lines that feature similar word or words. 
 
3.5- Layer-cake pattern – These types of people read only the headings, titles and subheadings while ignoring the actual text.

4 – Always include a summary or highlights

Mobile readers are impatient. They want vital information displayed in front of them as quickly as possible. 
 
To help such readers retain their interest in your content, you can focus on creating high-quality web content with summaries or highlights. Ensure that the included summaries feature key takeaways from that content. 
 
By including summaries and highlights in the content, you are not only providing valuable information to the readers at the top but are also increasing the posts’ chances of obtaining social shares or links.

5 – Avoid using unnecessary words

Irrespective of where you wish to post your digital written copy, make sure that you steer clear from using unnecessary words in the content. Instead, create content that is simple and straightforward to read and understand. 
 
Consider improving the readability score of your content by –

• Using shorter sentences – one that delivers the right information instead of confusing the readers.
• Using words that have a lower syllable count per word. 
• Not using modifiers or determiners. Steer clear from fluff or filler words. 
• Preventing redundancy. You don’t have to use the same words and phrases again to simplify similar concepts.
• Not overcomplicating or over-explaining the message.

6 – Include visuals

No one likes too much text. Whether or not you shorten your sentence, sometimes text can be too much for the readers to consume. Hence, breaking up the text is imperative to make the content digestible to the readers. 
 
One easy way to do so is by adding visuals to your quality content. Try including images or GIFs wherever necessary. Not only will this result in breaking up the text, but it will also add a visual component that your content might be missing and typical readers in the mobile content market might be expecting. 
 
Since visuals are processed around 600 times faster than text, your little efforts in creating and adding relevant visuals to your content can go a long way. 
 
You can even consider adding high-quality video content. Research conducted by HubSpot states that 54% of consumers expect their chosen businesses to produce video content. 
 
What’s more? Visuals – whether they are in video or image format, help in boosting the visibility of the content in rich search results. 

7 – Maintain a colour contrast that fosters reading

If you want your readers to actually read your high-quality content, ensure that you make it easy to read for them. 
 
Keep the text larger than 32 points to retain the content’s readability ease on the mobile device. While it is fine to add highly contrasting colours to boost the aesthetics of your website, ensure it doesn’t hinder the accessibility of the information. 
 
Highly contrasting colours, like white in the background and text in white, will foster reading ease. Similarly, low-contrast colours like white in the background and yellow in the text can make the text difficult to read and comprehend, thereby driving the readers away. 
 
Similar is the case with insufficient contrast. It can pose a problem for people who have colour blindness as certain colours are indistinguishable from them, including red and green. Low contrast can pose problems for ageing people, too. 
 
Retaining a contrasting colour across the website can make your high-quality blog content effective for reading by a wider group of people. 

8 – Keep the title short, witty, and up to the point

The title of the content plays a role of a short intro that gives a clear idea of what the content might be about. Besides, it is also what appears on the search engine result pages (SERPs). 

Luckily, a few years ago, Google increased the length of the title tag to about 78 characters. On mobile devices, some titles take up to two lines. 
 
Even though you have the benefit of adding up to a 15-word title, experts believe that page titles must be concise, witty and up-to-the-point. They expect even mobile users must view the title in a single line. 
 
To accomplish the task of keeping the title tag short, consider being a little creative in a span of six or seven words. The shorter the title is, the lesser time your readers will require spending to absorb and comprehend it. 
 
Also, don’t forget to feature the focus keyword at the beginning of your title, as that could help with quality content SEO, assisting with ranking and discoverability. 

9 – Place CTAs strategically

You wouldn’t ask, “how to write high-quality content?” if you did not have a motive behind it. Most typically, the motive is boosting ranking, brand visibility, gaining profits and so on. 
Now, don’t write content for the sake of writing one. While creating the content for on-the-go readers, remember that you have limited time to capture the attention of your readers. 
 
Since mobile-only users expect to obtain valuable information in little to no time, try providing something that points them to the next action within a few seconds of them being on your site. Taking too long to add a CTA or call-to-action can result in you missing out on the conversion opportunity.  
 
Try placing the CTA front and centre. Perhaps on the top of your website, especially if you own an ecommerce site. This could better assist the readers towards the sales funnels. 
 
Make the CTA visually distinct and explicitly visible to the readers. The better the CTA’s visibility, the more successful you will be at attaining your objectives and goals. 
 
This high-quality content writing strategy is crucial for mobile devices where the space is less for you to display your brand’s actual objectives.

10 – Never publish without reviewing the content

The last and the most important answer to your question, “how to create high-quality content?” is never to publish any type of content before thoroughly reviewing it. 
 
It is possible, in the hopes of developing a successful mobile content marketing strategy, one can forget the tiny yet most important aspects like proofreading and reviewing the content. Well, don’t let that happen. Run your content through relevant tools to check for grammatical errors and issues in them. Perhaps ask your team to review the mobile content for you before it goes live. 
 
Also, having a precise preview of how your content may look to the end users on mobile may prevent any type of errors before the content is published. 
 
If you can, identify how your content might appear and –

• Break up the paragraphs wherever required. The shorter the paragraphs, the better. 
• Add subheadings to introduce new subtopics easily and conveniently. 
• Identify sections that may benefit well from visuals.
• See where you can add whitespaces to the content. 

 
The idea behind reviewing the content is to ensure that it appears properly on mobile devices. Why? Well, unorganized websites are often deemed less credible and authoritative by the readers.