Content marketers are trendy people – they have to be up to date with the news in order to make sure their content is fresh and engaging, they have to know about up-and-coming social media sites that could work as distribution platforms, and much more besides.
However, it’s not just the day-to-day things that need to be taken into account; it’s also trends that have been creeping up on us for the past couple of years.
With smartphones and tablets rapidly becoming devices we cannot live without, overshadowing the comparatively old fashioned desktop, it is more crucial than ever for content marketers to understand which types of content work best with mobile devices.
The rise of the smartphone
According to an infographic by Visual.ly, over 680,000,000 users access Facebook from a mobile device and mobile users are 100% more active than non-mobile users. Those accessing Twitter from their mobile are 86% more likely to be active on the social media site several times a day and 78% are more likely to retweet. Pinterest recorded a massive 1698% year on year growth in mobile traffic and Instagram racked up impressive numbers with 1100% growth.
With these figures in mind, companies who have jumped on the content marketing bandwagon – which by now should be the majority – must ensure their content is easily accessible on all devices, not just desktops.
Are you ready to take advantage of the trend?
Despite this enormous growth in mobile traffic, almost half (45%) of businesses still don’t have a website or app that is optimised for mobiles.
This is according to the Adobe 2013 Digital Marketing Optimisation Survey, which found that 7% of firms have mobile apps and a fifth (21%) have both a mobile-optimised site and app.
So which search engine browsers do mobile users make use of to access content? With 61.79% of all mobile traffic in March 2013, Apple’s iOS browser Safari nabbed first place according to a study from Net Applications. Android came in at second place with 21.86% of the overall market share and Microsoft’s Internet Explorer lagged behind with just 10% to its name.
And…action!
This means that brands should be optimising their content for both Google and Apple’s Safari browser. How? Say hello to responsive website design – designing a site that performs well across all types of screen, from smartphones to tablets and of course good old desktop machines.
Remember, while optimisation is a crucial aspect of effective content marketing, you should still concentrate your efforts on creating quality content that is tailored to your audience’s needs.