by Jayson DeMers
If you want your content marketing campaign to be successful, you need
to make sure it appeals to your target audience, both to achieve higher
relevance for strategies like SEO, and to better hold attention from
readers. If your target audience is made up of professionals, that means
catering to industry considerations, including offering instructions,
news, practical advice, and other materials that can improve their
performance in a given niche.But professional audiences are
evolving, using new technologies, working in different environments, and
developing new demands. For example, according to Dialpad, only 19 percent of full-time workers
spend 40 hours or more behind a desk per week. Our workforce is
becoming increasingly mobile, working remotely and on the go, and our
content needs to change to reflect that shift.How to Write Better Content for a Mobile WorkforceThere are three major changes to consider when brainstorming new content:Mobile devices are smaller and offer a different UI.
As you've undoubtedly experienced in your own life, mobile devices tend
to have smaller screens and more limited forms of interaction than
laptops. This reduces the mobile experience and forces you to consider
narrower, more precise forms of content engagement.Mobile workers have less time.
If a worker is constantly mobile, they're probably traveling from
meeting to meeting and trying to fit everything into a tight schedule.
That means they have less time and are looking for content to meet their
needs quickly. As Content Marketing Institute points out, some of the best performing mobile content is also the fastest and easiest to read.Mobile workers research immediate needs.
When you consult your mobile device, it's probably for something you
need immediately. Otherwise, it could wait until you were at a formal
work station. That means your topics and your tone should be geared
toward solving a problem as quickly as possible.Tips for ImprovementSo how can you take action to address these considerations? Optimize for mobile devices. Your site should already be optimized for mobile devices; if you aren't sure, you can always run a check using Google's mobile-friendly tool.
Your site should be responsive, meaning it adapts based on the size and
shape of the device viewing it, and all your content should load
quickly and e