The Mobile-First Content Strategy is a Must, not an Option
Mobile browsing will not be dying anytime soon. If anything at all, smartphone internet is likely to be the next frontier, a prediction supported by the fact that 17% of the world’s total web traffic came from it. According to Statista, this was a massive increase considering that last year; only 11% of the traffic came from smart device users. This has changed the way the internet is presented. Understandably, content providers, including writers, editors, and web designers, have taken a ‘mobile-first’ approach as an adaptive and anticipative measure.
Current content game
To further understand the trend of mobile-first content, one must dwell on the current developments in content creation. Remember that written words are the key in all communication. When it comes to marketing, there are three other types of copywriting, apart from mobile copies. Wise categorized them as Marketing, Website, and Blogging and Social Media.
• Marketing – Messages that are catchy and bold usually in a form of web banners, or included in landing pages and targeted emails.
• Website – Content that is highly readable and information rich to gain site traffic.
• Blogging and Social Media – Articles for blog must be as strong as how you portray your brand. Social media content is more difficult since the information must be chatty, informative, and attention-grabbing that are squeeze in 140-characters (at times).
Paris-based global marketing firm Ipsos and tech titan Google partnered to complete a new research named “Our Mobile Planet: Global Smartphone Users,” giving us a clear view of how pervasive mobile technology has become. The study concluded that not only has smartphone usage increased, it skyrocketed to unprecedented heights in many of the highly robust areas in the world. For example, the total smartphone browsing population in Spain rose from a measly 11% up to 44%, while the United States’ previous 7% leaped to 38%. “Smartphone owners are always using their device – in France, 90% use their mobile devices to access the web every day,” noted Jason Spero, Google’s Head of Global Mobile.
With mobile technology (mTech) already on its way towards omnipresence, it is natural that it catalyses a transformation within the many industries involved with the internet (which is practically everything). Marketing and branding are now brought closer to the consumer with smart devices – a fact that many content providers need to understand and utilize. A more personal experience is promulgated by mobile browsing.
Content for the 21st Century
With all major paradigm shifts comes a wave of responsive transformations. In the 21st century where mobile is soon-to-be king, it follows that all content must at least address this need. Websites either create a dedicated mobile website or invest in a responsive design that transfers the desktop content to mobile flawlessly. The whole concept remains the same: create content that is both easily accessible to mobile users first. Google explained this shift of usage on its webinars called Google Think Mobile, which goes as far as saying that the tech titan will never support any future endeavour without mobile support.
Smartphone browsing is definitely content-focused. There is no room for elaborate, yet unnecessary web design elements. Data transfer speeds are increasingly faster, but prices are yet to be at a level where it can be considered affordable. This is why users are not appreciative of any bells and whistles; a clearer, more concise website filled with useful content is highly preferable. Anything more than that is just a waste of expensive bandwidth.
Jayson DeMers from Forbes addressed this mobile-first concept directly, saying that “many leading experts in the area of design have come out in opposition to this approach and suggested that good design in 2013 and 2014 is mobile-first.” Content that is optimized for mobile usage is:
• focused on the point and has no room for excesses
• has clear and uncluttered links (optimized for thump-tapping)
• minimalist in design, following a logical series
• short or cleanly separated by headings, subheadings, bullets and other tools to prevent wall of texts on small screens
Success in this prolific era of smartphones, tablets, and everything in between is measured in how much and far you have reached. With an increasing number of smartphone users tapping away every minute, a mobile-first content strategy is imperative. How are you riding this technological change of pace?
Image courtesy of handsonwp.com
Reese Jones is a tech-Ed advocate. She has been fascinated with the psychology of browsing the internet through mobile devices. Her passion took her to some of the most amazing places as part of numerous seminars on web design, tech management, and new media marketing. Get in touch with her through Twitter.