Does Your Content Travel?

How do you access the content you love? Using your phone? A tablet? On a desktop or laptop? I’m guessing it’s probably all of the above, depending on the situation. Whether you’re traveling somewhere, sat on the sofa with the tv on, or at your desk on your lunch break,  you expect your favorite content to be easily accessible wherever you are and whatever you’re doing. So do the people who want your content.

So, what can you do to make sure it travels when they travel, and can you empower them with a call to action that gives them something extra?

Is your content accessible?

The first barrier to a content-hungry mobile user is a website/blog/e-commerce site that doesn’t display correctly. So, you need a responsive design that adjusts to the screen size of the device being used. Trying to browse the desktop version of a website using a smartphone is like trying to read a newspaper with a magnifying glass, and it’s a major turnoff for your audience. 

The small screen size of a smartphone doesn’t give you much space for all your menus, advertising and newsletter sign up forms, but that’s a good thing. They don’t want all that, they’re after something specific. For instance, a commuter on the train might love your blog, but if it takes them ages to find your latest masterpiece using their smartphone they’ll just do something else for the remainder of their journey. Nice, big ‘Latest blog’ button on your mobile front page? Sorted.

Have you got a simple navigation menu, a clean design and your most popular content one-tap away? Think about how you would use your site on each of the devices you own, and actually do it, because if you’re not happy your audience certainly won’t be. This is what we’ve done at Coull, and we’re not happy, so we’re now in the process of developing a fully responsive design for our website.

Can your audience engage with your content?

Providing access to users regardless of where they are or what they’re doing is just the first step. Your content is phenomenally good so they’ll be left wanting to do something more. The fact that they are using a smartphone shouldn’t prevent that, but you do need to ask yourself: What call to action can your users accomplish when they’re on the move? 

Giving users an opportunity to actively engage with your content enables them to go on a journey and accomplish something in just a few taps of a thumb. That’s pretty empowering for them, and it’s empowering for you as publisher too, because it allows you to capitalise on all the traffic that hits your site.

A simple call to action to suit the situation

Different calls to action are suitable for different circumstances. If you’re at your desk on your lunchbreak you might be happy to complete a lengthy sign up form for a newsletter from your favorite website. On a smartphone that’s unlikely to be the case. It’s difficult and feels like a chore. So, what calls to action are suitable for users on the move? A clear button to comment on a blog post, prominent icons to follow or like your publication on social media networks, perhaps a bookmark button so they can return to your content even quicker next time? All of these give the user an easy way to engage. 

Videos are great mobile content as the user can sit back, plug their headphones in and enjoy it in the few minutes they have at their disposal. Imagine a bunch of friends on their way to a party, some of them are raving about the new Bond movie. Intrigued, the others want to check out the trailer so visit their favorite movie blog (your blog) and watch the video. The movie looks awesome, and in the top right corner of the video there’s a button to find showtimes and get tickets.  Maybe we should go see that tomorrow, they say. Tap, book, done.

Your content has traveled with them and given them something extra. They’ll be back.

(US example)  

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