If marketers want more website visitors to subscribe to their branded content, they should make sure it accommodates the devices they use.

Once marketers have created branded content worth sharing, they encourage prospects to sign up for email newsletters. Regular delivery of video clips, news articles and infographic content will keep companies’ messages fresh in recipients’ minds, while also nurturing unqualified leads until they’re ready to convert. If opt-ins are lower than expected, marketers must work to identify the core problem. For many companies, the root may be their failure to adapt to the multi-screen world.

According to a recent eMarketer study about consumer behavior in regards to subscription content, people want providers to accommodate their multi-screen lifestyles. This is particularly the case with paid models such as monthly access to streaming content from Netflix and digital newspaper stories on The New York Times.

The resounding sentiment is that, “If I’m going to pay a monthly fee to read the news or watch my favorite TV show, I expect to be able to access it on my laptop, tablet, smartphone, connected TV or any other device I choose.”

While we all know that internet users prefer not to pay for content they access online in the first place, chances are the same attitude applies to free content.

Brafton recently reported that 57 percent of people say free content is one of the most important considerations they look for when choosing where to consume news.

However, if subscribers are unable to access digital content on their smartphones, tablets or computers, all the hard work that went into the concept, design and execution of their collateral goes out the window. It’s crucial that marketers consider how every piece of content published renders on screens of various sizes. A video that displays properly on the ‘net, but won’t load on mobile devices, does not provide content ROI or help brands reach their content marketing goals.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.