1. Mobile
Content
Strategy
Designing Content
for Mobile-First

2. What We’ll
Learn
 The Data on Mobile
Consumers
 Creating a Mobile Content
Strategy
 Global Strategies for
Mobile
 Tactical Ideas for the
Popular Content Types

3.  34% of email subscribers only use their mobile devices
to read emails
 33%of consumers start mobile research with a branded
website
 Be sure to use your website as a way to make your
brand an authority in its niche
 Only 26% of consumers start mobile research with a
branded app (as opposed to a search engine)
 90% of B2B researchers use search specifically to make
business decisions (Think with Google); 42% are using
Lead Generation & Acquisition

4. If Local SEO is your Strategy, It’s Urgent
 Americans are “SoloMo”
 Shop socially
 Search locally
 Do it all on mobile
 97% of consumers now search for local business
online
 61% of Millennials use social media to
determine where they go out
 78% of small businesses get at least a quarter
oof new customers through social media

5. Percentage of Marketers with Mobile Content Strategy
 According to a recent survey, 58% of companies
interviewed have a dedicated mobile marketing
team.
 By 2019, mobile advertising will represent 72%
of all digital ad spending.

6. Should your
content
strategy be
mobile-first?

7. —Mary Meeker
The shift from using the
Internet a few times a day
for long sessions to many
times a day for short
sessions will have
profound impact on what we
consume,” noted meeker.
“Bite-sized content and
experiences are becoming
favorable.”

8. At least Half Your Content is
Consumed on Mobile
Data from ComScore
Millenials (18-
34) have the
highest percent
of mobile usage.
97%
34.50%
54.40%
11.10%
Desktop
Smartphone
Tablet
47.20%
41.20%
11.50%
Fraction of the
time spent on
digital media is
devoted to social
media networking.
1/5

9. Why Mobile-First
Easier to add than
subtract
Mobile UX is
transitioning to
desktop
Gesture-based navigation and
interaction
“Mobile-based” expectations
Future-proofing
evergreen content
Creates discipline and
creativity around the
UX of Content

10. Remember, Tablet Are Mobile
 Kindle/eReader eBooks
 Smaller version PDF
 30% of content is consumed
on tablets, according to
ComScore
 Allows for more relaxed,
longer reading experience,
so use that to your
advantage

11. Borrow From eLearning
 Interactive, slide-based
content
 Articulate
• Gather analytics
• Listen to VOC
• Target multiple segments
via “paths” in a major
piece of content
• Uncover news segments

12. Think About the
Micromoment
“Chunk” your
information
Provide visual
cues
Provide multiple
paths
Jump among
formats
Time consumption to 1
min by several
different users
Headings, section
visuals to guide the
eye
Each chunk can lead to
2-3 other chunks
Vary medium per
chunk to engage
01 02
03 04

13. SEO Advantages of
Chunking
 Greater presence on long tail
 Gain visibility on more long-
tail keywords
 Do your research:
• Extract the long-tail
keywords from your long-
form content (ebook,
webinar, etc.)

14. Social and Analytics Advantage
Small
shareable
pieces that
draw users
into larger
conversation
Easier to
measure
intent:
3 mins on a page
about “financial
solutions for
SMB’s” is very
different from
same amount of
time on
“socially-
responsible
401Ks for SMBs”.
01 02 03

15. Getting Your Content Mobile-Ready,
Step 1
Measure, measure, measure:
 Time on page by device
 Content types by device
 Break content into
effective chunks

16. Getting Your Content Mobile-
Ready, Step 2
Test, test, test:
 Use UX and CRO
techniques concurrently
 Cognitive walkthroughs
 Task analysis
 A/B, multivariate
testing

17. Basic Tactics
by Content Type

18. WHITE PAPERS
People consume long-form
content online
formatting for greater
exposure, more
readability
 Break into short form
and eReader
 Short paragraphs and
sections
 Larger fonts and
headings
 Less detail on graphics
if PDF

19. BLOG POSTS
The Backbone of
Content Marketing-
Especially in B2B
 “Users love to scroll”-
Edward Tufte
 Adhere to SEO guidelines:
Yoast suggest 1000+ words
 Do not let screen size
limit your post size
 Clean, simple layout
 Excerpts on homepage
matter

20. WEBINARS
Least Likely to Be Mobile
 Minimize text even more
than usual
 Avoid details on
graphics
 Send out a follow-up
 Keep to 30 minutes
 No. few questions
 Be part of an engagement
series
 Phone dial in if
required

21. VISUALS
Drive Social and thus
Mobile Engagement
 Shareable levels of text
 Add data points by adding
interactivity
 Clean. Simple lines
 Replace static images
with video

22. SOCIAL MEDIA
SoloMo is the new normal
 Test on mobile: 80% of
social media time is on
mobile
 Text on images but make
it boostable

23. THANK YOU