Unfortunately, the holidays are now over – we hope you had happy ones – and it’s time to get back on the ball. So sit down, grab a cuppa, and take in these 5 ways you can get ready to tackle mobile content marketing in the coming weeks.

Why focus on mobile content? Well, in case you’ve missed what’s been going on out there, we wrote a few weeks ago about how quickly mobile is growing – by 2017 an estimated 87% of connected devices are predicted to be mobile devices.

That’s a massive number of devices and chances are your customers are using a mobile device to receive and view your content:

  • Email marketing

  • Social content

  • Website

  • Blog

  • Contact page

  • And many more…

That’s the ‘why’ – now on to the ‘how’.

1. Read This Book

The Mobile Playbook by Google is completely free and readable. You should read it now while you can take the time to digest its contents and think deeply about the questions it poses about your business.

It is updated for 2014 and it contains the best practises for mobile marketing from the smart people at Google. You can bet – as with all things recommended by Google – that the things they recommend in here are best practises that they use in their own algorithms.

There are case studies a-plenty in the Mobile Playbook that will help inspire you and help you craft and adapt your own marketing for the coming mobile year of 2014.

2. Know Your Mobile Market

Before you get caught up with web designers and developers chattering at you about whether you should create a dedicated site or even a responsive or adaptive one, you need to know what your audience wants first.


Well, there’s no point in going all out in your budget without knowing what your audience wants to do on your site via a mobile device.

This makes sense on an intuitive level, but it’s not easy to sort out at first glance. Fortunately, the smarties at Google have created a helpful video on how to optimise the top mobile tasks on your website.

3. Sort Out How Much Content Marketing Budget To Allocate

Now this one is always a little tricky to gauge. However, I can say with some certainty that you need content that is mobile friendly.

Beyond being readable, that means your content needs to be well researched, optimised, engaging and shareable. Whether that is copywriting, infographics, video or a combination of these content types is up to your audience (see point 2 above).

4. Deliver Content In the Right Format

Back to that web designer/developer conversation. You want to deliver your content in a way that fits the needs of your audience. A good rule of thumb is that if your audience is looking for information from you – blogs, news or other info – then responsive solution is likely the best option. However, if your audience is complex and are looking to accomplish different tasks across a range of devices, you may well consider a dynamic serving or dedicated mobile site.

5. Check Your Site With Google Webmaster Tools

No matter which mobile site you end up creating (or even if you haven’t yet created a mobile site), you definitely need to make sure you check that it is error-free.

Google Webmaster Tools now allows you check for crawl errors on smartphones and feature phones, as well as the usual web checking. The fact that Google has changed its ranking for smartphone search results should be enough to spur you on to do this check.

If you give yourself anything this year, make it a thoughtful step towards making mobile part of your online strategy. You’ll thank me this time next year.

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