Does your mobile content stack up?

The continued growth of mobile marketing has seen it develop from its traditional, complementary role as an additional aspect of content strategy, to an intrinsic and equally important part of a wider inbound marketing scheme.

For an integrated and consistent approach, marketers need to re-evaluate their mobile strategy to ensure that their mobile content is up to scratch. As mobile users become just as common as desktop users, it’s important to ensure that the user experience is seamless, regardless of the type of device being used.


Mobile was always seen as a secondary aspect of content marketing. Traditionally, designers would always create a website that first and foremost looked, and worked best on a desktop. This is no longer the case, as more and more users are turning to their mobiles to conduct searches. Making sure that your website looks just as great on a mobile screen is now just as important. Although the large difference in screen sizes can make it trickier to adapt the web content to a mobile website or application, you can consider alternatives like utilising drop-down menus.

Content optimisation

Once you’ve got the actual website configured, it’s time to re-evaluate the content available on your website. Depending on your market, and what your content is actually providing the consumer (entertainment, information, any form of value), you will need to tailor the length of articles and blog posts to ensure that they are suitable for smaller screens. If you’re providing some killer content, and don’t want to trim it down, consider breaking down the text so that they are set out in small, manageable paragraphs rather than a big block of text.

Getting to know your visitors

Mobile data can provide some amazing insights into the habits of those who visit your website. These will help you build customer profiles which will, in turn, help you create better content. Knowing the percentage of users who access your site through a mobile device, which pages they’re clicking on, whether they’re engaging with the multimedia (videos, audio clips, galleries etc.) and typically how long they spend browsing can give you many insights that will help you improve your content strategy. For example, knowing that the average user has spent five minutes browsing your page rather than 50 seconds is a great indication that they have a relatively longer attention span and it would be safe to assume that perhaps the average user of your site is looking for content that is more in depth, or at the very least, that they have a longer attention span.