Mobile Content Marketing | How it differs from desktop

Mobile Content Marketing | How it differs from desktop
13th March 2019

How does Mobile Content Marketing differ from a traditional desktop strategy?

Mobile content marketing is more important now than it ever has been. With Google prioritising mobile first websites for top search engine rankings, and more users than ever browsing, shopping and navigating through websites from a non-desktop device, it’s something that’s crucial for marketers.

To succeed it isn’t just a case of building a mobile-friendly website and forgetting about it. If you’re serious about making an impact in the digital sphere, then mobile content marketing will be instrumental in your progress towards digital maturity.

We’ve the key elements that make mobile content marketing different from traditional desktop content marketing. This includes everything from user-experience to search engine optimisation.

Learn how to implement effective mobile content marketing across your website. Discover why it’s important to cater for both mobile and desktop audiences.

Small screen, big impact for mobile content marketing

There were 3.7 billion unique mobile users in 2018, and that number has been growing rapidly. With smaller screens having a big impact, organisations and businesses from all industries are placing more and more importance on the content that fills up tablet and mobile screens.

So what does this mean for front end designers? Put simply, it means figuring out how to compress an effective and aesthetically-pleasing interface into a mobile-sized screen, without sacrificing any potential conversion opportunities or increasing bounce rate.

For ‘mobile-friendly’ websites this used to mean condensing down the desktop design to fit a smaller device. In the more demanding mobile first environment, it means creating your website on mobile first, and focussing all of your front-end efforts on creating the ultimate, easy-to-use responsive design layout that holds maximum impact for users on-the-go.

‘I’ll take my UX to go please’

It’s one thing having a website that’s designed to high mobile standards, works well across multiple sized-screen devices and fits visually-impactful front-end design elements perfectly on a smartphone, but what’s the point in all of that if your website isn’t geared up to serve shoppers, aid browsers and drive conversions with mobile users in mind?

It is with well-executed user experience design, or UX, that traffic is properly funnelled through effective calls-to-action. When it comes to mobile audiences, again this means targeting those who may be out and about, standing in line for a coffee or quickly looking something up on a commute to work. These types of mobile browsers have a limited attention span when stealing a moment of screen time away from their daily tasks, and for the mobile-first UX-conscious marketer, this translates into fine-tuning what information you’d like to display above the fold, or which link options you’d choose to have on the primary drop down menu. Think less links to long form blog content and more quick links to the shopping cart checkout.

With 61% of retail site visits worldwide taking place on mobile, the smartphone has taken over desktop as far as ecommerce goes, so creating those opportunities for conversions on-the-go is key.

For non-ecommerce websites, a clear, bold phone number is paramount to ensure it stands out and drives conversions in a noisy world where every brand is shouting out.

Mobile first for search engine optimisation

It’s not just UX that is crucial when it comes to mobile content marketing, SEO also plays a huge part in the reason why mobile-first is so important.

Google announced, not too long ago, that they would be ranking and indexing websites primarily based off of the mobile version of it. This means that if you’re planning on taking your website to the top of Google’s organic search listings, then missing out on mobile will heavily hinder your ability to do so.

Don’t leave desktop in the dust

Don’t dismay however, this doesn’t render desktop useless. Today, browsers operate across multiple screens, which means they may flick through your website on their mobile while out and about, and email a link over to themselves to browse on their desktop later.

This sort of multi-screen browsing and buying pattern means that your business has multiple opportunities to reach out and target customers across different mediums and screen-sizes. With this in mind, don’t leave desktop in the dust, it’s still very relevant in today’s digital climate and will continue to be for some time.

The best approach? Create a well-optimised, multi-device responsive website that can grow with your business.

Speak to us about effective mobile content marketing.

Sitecore’s mobile features allow you to create a personalised experience that works seamlessly across devices. As an agency with the most Sitecore MVPs (Most Valuable Professionals) in the UK, our experts are on hand to discuss your digital transformation, whether it be new build or an audit and adoption of an existing build.

Want to get the most out of mobile content marketing for Sitecore? Speak to our experts today.