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What Does ‘Mobile-Friendly Content’ Really Mean?

mobile-friendly-content

If you’re a 90’s kid, you likely have fond memories of Saved by the Bell and its star, precocious Ferris Bueller type Zack Morris.

You could tell Zack was unique among the students at Bayside High. For one thing, he could stop time and address the camera directly. But more importantly, he had a cellular phone. Sure, it was the size (and probably weight) of a brick. But it wasn’t connected to a landline! That big rubberized antenna didn’t connect with a corded receiver nearby—it pulled connectivity out of thin air. Magical.

Fast forward to today, and kids who were born after Saved by the Bell went off the air are now entering the workforce. If they met Zack Morris, they would probably make fun of his hair, his clothes, and his giant phone.

Image via YouTube.

Image via YouTube

Mobile phones aren’t reserved for cool kids with time-stopping powers anymore. Whether we’re old, young, or middle-aged and trapped in a nostalgia loop, smartphones are our constant companions.

It’s high time for marketers to catch up with this reality. Over a year ago—an eternity in Internet time—Google announced that more searches take place on mobile devices than on computers. That fact has led Google to include mobile friendliness as part of its ranking algorithm. They know more people are on mobile than ever before. And they are invested in providing a better experience for mobile users.

Being on Google’s good side isn’t the only advantage to being mobile friendly, though. The only reason Google prioritizes mobile friendliness is that it’s what users want. That is, it’s what your audience wants.

So, how is your mobile experience? Sure, you already have responsive design, but is your content actually optimized for people to consume it on a mobile device? Or is reading your site more like trying to catch Pokémon on Zack Morris’ phone?

Here’s how to make different types of content more mobile-friendly.

Optimize Video Content

Video is the rising star of mobile content. Thirty-five percent of viewers watched more video last year than they did the previous year. And 36% said they watched videos that last five minutes or longer every day.

If you want your audience to spend their precious data allotment on your video, it’s important to make sure the experience is a pleasant one:

  • Use a service that automatically optimizes the tech stuff. Don’t fiddle with bitrates and compression on your own. Go third-party with YouTube or Vimeo for a seamless user experience. If you want to host your own video, use Apple’s HTTP Live Streaming. It can adjust the video quality on the fly to match bandwidth capability, just like Netflix does.
  • Make sure text is readable. Mobile screens are small. Even the big ones are small. Don’t make your viewer squint to see the fine print.
  • Make it make sense without audio. Eighty-five percent of video on Facebook is played without sound. And even if your viewer has their headphones in, odds are they’re in an environment that makes listening difficult. Try watching the video on mute to make sure it still gets your points across.

Optimize Images

Load times are a major factor in someone engaging with your content or bouncing back to the search results. So it’s important that your content gets in front of them fast. At the same time, though, visual interest is another major factor in staying versus bouncing. So you have to have both a responsive site and one with visual appeal. To do that, make sure your images will load fast and look great:

  • Create images in a pre-optimized format. Use a tool like Canva to create images the right size and resolution for social media and email.
  • Use smart compression. You can compress .jpg files a bit without compromising their appearance. But too much compression leads to ugliness. Tinyjpg is a neat tool that compresses by reducing the color depth in ways invisible to the human eye. It’s downright spooky.
  • Use a tool for responsive resizing. If you have web development wizards on your side, they can help with responsive resizing from the server side. If you have to go it alone, a service like ly Display can do the heavy lifting.

Optimize Text Content

Yes, Virginia, people do still read text on mobile. It’s not all videos and images and virtual-reality roller coasters. But they’re reading for shorter periods of time and with much greater potential for distraction. So a wall of text will be even less effective than it is on a laptop screen. Here’s how to guide a reader through your text content without losing them:

  • Serve content in snack-friendly chunks. Think short sentences and short paragraphs, broken up by visual assets, video, embedded content from Vine, Instagram, or Snapchat, or at least white space.
  • Use headers for navigation. Make sure readers can skim the post and get a good idea of what you’re talking about. Think of the headers as the “trailer” to entice people to take in the whole post.
  • Include the main points in your conclusion. If your article starts to look like a time commitment, mobile readers might just swipe to the bottom and see how it wraps up. Make sure the relevant points and call to action are waiting for them.

Mobile Friendly is People Friendly

Regardless of where they encounter your content, you want your audience to have a positive experience reading or watching it. So make sure your brand is putting its best face forward for the 50% who will encounter you first on mobile. Give them responsive video content that makes sense even if their headphones are off. Make sure your images look great, display properly, and load quickly. And make sure your text is snackable, navigable, and skimmable.

What are your top tips for creating mobile-friendly content? What did I miss? Let me know in the comments.


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© Online Marketing Blog – TopRank®, 2016. |
What Does ‘Mobile-Friendly Content’ Really Mean? | http://www.toprankblog.com

The post What Does ‘Mobile-Friendly Content’ Really Mean? appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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