8 things that will improve your mobile content marketing

Content marketing is a tough game when technological advances, social media and user behaviour are evolving all the time. When mobile content marketing first emerged many companies initially took an ‘add-on’ approach, simply plugging new technologies into their existing strategy to make it work for mobile. These days, this just isn’t enough to give users the experience they crave. Any companies still adopting a ‘make-do’ attitude are putting themselves at a serious disadvantage to any competitors who put mobile users first. Consider the latest statistics from Pew Internet: 56% of Australians own a smartphone and 34% own a tablet. 63% of phone owners use their devices to go online. Whatever stage you’re at with your mobile content marketing, here are some tips and considerations to make sure your efforts deliver the best results possible:

1. Look beyond the numbers

The number of mobile users is growing all the time, but this is about much more than just a series of devices. Granted, you need to make sure your content works properly across all different brands and models of smartphone and tablet, but beyond that it’s about the context in which people are using their devices. How are users accessing your content and how does that define their behaviour? Is it a quick glance while they wait for their bus in the morning, or a way to wind down at home after work? Is content popping up on their social media feeds or are they clicking through from an email? Understanding things like this will put you in a better position to create content and an overall experience that meets users’ needs.

2. Know YOUR audience

As you dig deeper into understanding how your audience is accessing mobile content, make sure you are actually focusing on YOUR audience. Don’t look at headline figures that generalise across all mobile users, but look at data specific to your sector and – even better – data from analysis of your own traffic. Analytics programs and targeted surveys can help you gain a more intimate understanding of your own audience and the ways they use mobile devices.

 3. Start small, go big

Instead of creating content to suit a large computer screen and then scaling it down, the process needs to be reversed. Keep your copy and visuals simple but effective to avoid over-complicating things for mobile users. Make sure your design is easily tappable and lets mobile users follow a clear path through whatever conversion process you’re targeting. Once you’re set up for mobile, you can scale things up to suit big-screen users.

4. Speaking of conversions…

It’s easy to get caught up in focusing on sales and revenue, but there are many other valuable ways to connect with your mobile users. Targetable conversions may include signing up for a newsletter, downloading content, or social signals such as liking your page or sharing content. These can all contribute to building an engaged audience, which should eventually result in increased sales.

5. Make it easy

If you want mobile users to share your content, give them all the buttons they need to do it. If you’re asking them to sign up for emails, don’t start quizzing them about their life history. Just capture the basic information and make it as easy as possible so they have no excuse not to complete what they started.

6. Focus on experience through design

Great content is worth very little if it doesn’t display properly for the majority of your audience. Customers will soon get bored or frustrated if information is difficult to read or hard to find, or if your site has design flaws which make navigation impossible on certain devices. Having covered the basics you can then optimise your visuals and add extra tools and functionality for mobile users.

 7. Think local

If your business has a physical location, geolocation technologies can be used to target nearby customers, for example by sending surveys based on location or by pinging discount codes to people when they’re in your area. These kinds of campaigns rely fully on mobile devices, so think about how you could be connecting better with local users.

 8. Don’t shy away from micro-video

With visual content becoming ever more popular, many companies are taking the plunge into micro-video. Platforms like Vine and Instagram offer companies the chance to get in front of an audience to convey their message in just a few seconds – and that’s often all you’ll have to grab the attention of a mobile user. It’ll require getting pretty creative with your marketing, but do you have a story you can tell in micro-video form?


Mobile users really matter, and need to be given priority when planning your website’s look and feel, layout, functionality and content. With so many opportunities now available to connect with potential customers using mobile devices through various channels, make sure you’re doing it right and building an audience of people who want to stick around. Consultants.digital’s team of experts is here to help if you’re unsure where to go with your mobile marketing, content strategy, SEO or any other element of digital marketing. Get in touch if you’d like to find out more.