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How to Create a Mobile-First Content Marketing Strategy

2014-01-28

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A recent study by Nielsen and Google suggests that 77 percent of mobile searches are performed at work or home — areas where a PC is also likely to have been available. Yet, mobile website visitors have a 9.56 percent higher bounce rate on an average than desktop visitors. These conflicting stats demonstrate that, while there are tremendous opportunities for marketers on the mobile channel, there are also big challenges that need to be overcome.

Indeed, the 93 percent of B2B marketers who create content (as indicated by CMI’s most recent research) should mobile-optimize their content marketing strategy in order to extend the time visitors spend engaging with their content, and convert more of those mobile visitors into customers.

Here are a few usable tips to help you do just that:


1. Focus on localized content

Most mobile consumers search on the go. The Google/Nielsen study mentioned above also suggests that 40 percent of all mobile searches were performed with a local intent — and this number is still on the rise.

So how do you discover what your consumers are searching for locally?

One easy method is to use Google Trends.

Google Trends lets you research local search trends by geographical area. Simply enter the search terms you are looking to target in your content efforts and choose a geographical location to get some valuable competitive performance insight.

For example, let’s research two possible keyword terms — ”mobile marketing” and “online marketing” — and choose United States as our region of interest.


2. Understand mobile search intent

Mobile search intent is entirely different compared to desktop search. Mobile content should be based on a deeper understanding of the mobile context of the user and his or her behavior while on those devices.

Google Analytics can help you find the exact keywords your mobile visitors use to find your site.


More information at Contentmarketinginstitute.com