THE BLOG
06/11/2014 10:58 am ET Updated Aug 11, 2014

Mobilizing Your Content Marketing Strategy

Mobile device and data usage is on the rise, and the latest Internet Trends Report by Mary Meeker predicts that mobile will be an even bigger part of our future. On top of that, Facebook recently announced that of the 30 million small businesses with pages on their network, 19 million have mobile pages. While mobile advertising spend is still a far cry from Internet -- or even radio -- spend, that just means there are millions of mobile impressions ripe for the taking at a discounted price as ad tech players vie for market share.

However, ads are just one part of a well-integrated, strategic mobile marketing mix. Mobile content marketing can be a valuable complement to traditional mobile advertising, and many of the same principles apply on smaller screens that do on the Internet. Yet, there are several key differences in how to optimize your content for mobile consumption. Here's what you can do today to make your content optimized for the rise in mobile.

1. Use High-Res Images & Graphics

It's difficult for content creators to hide low-quality content, especially when it comes to imagery. If you haven't been using high-res photos on your blog yet, start now. The rule of thumb is usually the higher your MB file image is, the higher the resolution. Photoshop can help you determine if it's high-res (greater than 300 dpi and 2" or more per side) or not, but if you don't have the photo-editing tool test what your image looks like on your mobile device before publishing.

2. Include Video Content

Meeker's report points to video as a key driver for an 81 percent spike in year-over-year mobile data usage. This isn't just good news for wireless carriers. Video imagery can be clearer and sharper on mobile tablets compared to desktops making the future a great opportunity to include video in a blog post, plus more people use audio on mobile than on desktops. This is great news for content marketers who have been cautious about including videos due to fears of poor-quality and slow download times. With better quality videos available on mobile devices, you can bet more users will be consuming them.

3. Consider Podcasts

For those who want to consume media on their mobile devices while they're on the run, consider incorporating a podcast or including an audio file with a simple player embedded in a blog post (especially if it's an interview). To do this, you should always record interviews (with the interviewees permission, of course). Podcasts are a great way to reach your audience on mobile because they can multitask while listening to your article. When you think mobile, think multimedia.

4. Use Subheads and Be Succinct

On that note, the key to creating high-quality content for mobile is making your content easily scannable and properly sized for smaller screens -- and this means keeping it brief. When users are reading on the bus, train or walking to work they only have certain amount of time before they're at their destination. If they have to pinch and zoom or switch to landscape view they might just move on. To that point, including subheads in your article eases an article's density for a reader.

5. Develop a Mobile Content Strategy

It's clear from Meeker's report that content consumption on mobile devices is only going to increase. If you haven't added a mobile strategy to your content marketing plan yet, now is the time to do it. Mobile devices offer new ways to create, present and share content -- it's a pretty optimistic horizon in the content marketing space. More people are on mobile now and their usage is only going to increase. Content marketers should seize this time and develop creative ways to reach consumers in their pockets.