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4 Content Marketing Myths That May Derail Your Mobile Strategy

Submitted by on August 31, 2014 – 8:50 am

4 Content Marketing Myths That May Derail Your Mobile Strategy


The numbers are impressive: Gartner reports that global sales for tablets reached 195.4 million in 2013, a 68% rise from the previous year.

Mobile MarketingMeanwhile, the number of Smartphone users has grown exponentially year on year to about 1.75 billion globally.

In a couple of years, mobile traffic is expected to fully surpass traffic from desktops. But, many marketers are not ready.

Are these common myths keeping you from realizing the full benefits of reaching out to your audience via mobile?

Myth #1 – Long form content has no place in a mobile strategy

Marketers are usually advised to keep their mobile content short and to the point to increase engagement and lower bounce rates.

While it is true that the nuances of a smaller screen make shorter content more consumable on a smartphone, it is important to vary the content length. Mobile users are not always on the go; throughout the day, there are many instances when users have stretches of time that could be filled reading a long but compelling blog post or watching a 5 minute video.

Have you also considered tablet owners who mostly use their device for reading? Longer content is likelier to be more appropriate to this segment. Think about user behavior when creating and distributing content for mobile. Offer a variety of content forms to meet the diverse needs of your target audience.

Myth #2 – All desktop content will work great on mobile

Granted, your desktop and mobile content should be seamless. After all, mobile users go through different touch points from their mobile devices all the way to their desktop. You want to ensure that what they access on their mobile device they can access on their laptops or PCs.

However, there is no going around responsive design or mobile optimization. What looks great on desktop will not necessarily be functional on mobile.

Although adopting a responsive design alone is not a mobile strategy in itself, it is a good and necessary starting point for increasing engagement with your content and also boosting conversion rates.

Myth #3 – There is no need to segment your mobile audience

Mobile users are a diverse and sometimes highly segmented audience. It would be a fallacy to assume that all your target prospects and existing customers have the same needs, consumer behavior and attributes.

Segmenting your mobile audience according to different criteria such as age, income, occupation, consumer behavior, and the type of device they use is critical to effective targeting.

For example, if you are looking to introduce an app as part of your mobile content strategy, you wouldn’t target everyone. Instead, your marketing efforts would be geared toward convincing a specific audience to download and use the app.

Mobile and local search technologies make it possible now to segment and target your audience according to location. Study after study has shown that you are more likely to see higher conversion rates when you provide locally optimized content.

Myth #4 – Mobile advertising can replace mobile marketing

There is a significant difference between mobile advertising and actual marketing. smartphone-advertise-save-$Advertising entails using paid and earned media to reach out to your audience. Meanwhile, marketing involves using your own platforms such as a mobile site to build brand awareness and to facilitate engagement with your audience.

smartphone-target-marketAdvertising is certainly necessary as part of your lead generation and sales goals—ads can help boost conversions. However, building a relationship with your target audience is in fact vital to the success of your mobile advertising campaign.

This makes it necessary to develop a steadfast mobile marketing strategy that includes creating compelling content that is relevant to your audience. Such a strategy allows you to build trust, relationships and your brand before you can ask people to buy a product or sign up for something.

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Mobile is too vital to ignore. If you haven’t yet jumped on the bandwagon, this is a good time to do so. Start by developing a strong content strategy to support other essential mobile marketing techniques.

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Mike Conkey, Entrepreneur

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