Cliff Maroney September 17, 2013 | 09:14:32

PR Pointers For Mobile Content

More people have access to cell phones than working toilets. From a PR perspective it has never been more crucial for brands to adopt a functional mobile presence, as more and more, devices become our primary source of information. Furthermore, given mobile’s prevalence, now there is great opportunity to drive your content and brand more directly and immediately to users than ever before.

Here are a few tips to keep in mind when expanding your PR repertoire to include a mobile presence.

Spatial relations. When it comes to mobile, space is minimal and clutter unforgivable, so keep content short and to the point. This will help ensure that the small screen digital experience is a big success.

Watch the repurposing. Just because you are trying to drive engagement through a boiled down interface doesn’t mean a mobile site should be void of original content. People love new stuff, and furthermore, it provides you with a great opportunity to showcase different aspects of your brand and deep knowledge of your field. Don’t forget to include buttons to your blog, Facebook, Twitter or other social media profiles as well.

Remember context. We all want information NOW, and mobile can offer the best transmission of instant data. Mobile content should be contextualized to provide users with exactly the information they need when they arrive at the site. Present your content in the exact way you expect it to be searched. That way you maximize your chances of gaining traffic as well as recognition, within the increasingly dense digital and business landscape.

“Always be recommending.” While each article and piece of information on your mobile site should be succinct and strong enough to stand on its own, it is important to keep user needs in mind. So, if you’re a shoe retailer, and a user searches an article on a certain style of footwear, you may want to provide recommendations for other relevant content, like deals, walking clubs, hosiery, etc. This simple step not only syncs with your sales and marketing strategy, but speaks indirectly to your brand’s breadth of knowledge, content and products.

Before jumping into mobile content, be sure you have a clear plan. A great mobile site can be the difference between a growing and engaged customer base and a stagnant (or even shrinking) one.

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