Do Content Marketers Even Need the Internet Anymore?

Dechay Watts

Written by Dechay Watts on Mon, Jan 26, 2015

The mobile scene has been on the rise for years bringing with it lots of stats and speculation about the future of search. How does search optimization differ on mobile? How do people consume results using mobile devices? Do social sites take traffic away from search engines? Business Insider even released an article way back in 2010 announcing that the ‘Google Era’ might be over due to mobile apps.

Search_ChangesOf course, Google is still here and going strong, even acknowledging the trend to mobile with new warnings telling site owners and users when a website is not ‘mobile-friendly. But what happens when Google is cut out of the user experience entirely?

Twitter has taken the shift in search from desktop to mobile a step further. It’s not only cutting Google out of the search experience, but the entire Internet. According to a recent company blog post, Twitter has acquired Zipdial, a mobile content marketing company. The partnership will enable users in India to connect to Twitter content without even being online.

“We believe Twitter – a platform invented for SMS and rich in media – is a perfect match for India, a mobile-first country with a celebrated media heritage,” said Rishi Jaitly when welcoming the new company to Twitter. Twitter and ZipDial already have a history of being India’s mobile microphone with actors, religions leaders, politicians and sporting events.

With this new partnership, users can have an online experience without locating or paying for internet connection; making content more accessible to everyone.

Is this the end of the internet? We’re going to go with ‘no.’

Obviously, most businesses are not Twitter. While the rise of mobile is not stopping anytime soon, and was the number one way that people accessed the Internet in 2014, we will likely still be using the Internet for content marketing well into the future. In fact, The International Data Corporation expects a 12% increase in smartphone shipments to reach 1.4 billion in 2015.

That being said, it is important to make sure your content marketing efforts pay off in the mobile space. As long as we’re still using the internet, here are three ‘must-haves’ content marketers should consider for a mobile content strategy:

  • Is your website optimized for mobile? Try Google’s mobile-friendly testing tool to find out. If you get a poor report, let us know and we’ll send you suggestions for getting on the right content management system for your company.
  • Are your emails optimized for mobile? When is the last time you looked at your newsletter on a mobile phone? If it’s been awhile, do it now. 74% of smartphone owners use their devices to check their email. (Source: Gartner). Newsletters need to be very easy to read, with just the right ratio of text, images and links to encourage interaction.
  • Are your landing pages optimized for mobile? Landing pages need to focus on a simple layout, minimal flash, quick load time, and easy options for next steps. Meaning, don’t incorporate 20 fields in a form and expect people to use their fingers to fill it out.

What do you think? Will Twitter be the new Google in 2020?


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