A report from Practical Ecommerce found that content marketing campaigns aimed at audiences likely to own mobile devices must be optimized for smartphone and tablet access. Brafton recently reported that the holiday shopping season was strong for tablet vendors, with the total share of American adults owning the devices (or a slightly less capable variant) jumping from 10 percent to 19 percent.
Tablet and smartphone users, many of whom fall into both categories, are now accustomed to touchscreen devices that allow them zoom in and out and scroll through pages with the swipe of a finger. If any element of a campaign doesn’t translate to the mobile device, this could cost a company website conversions.
Moreover, the improving capability of these devices should compel businesses to present their customer content in different manners. For example, creating a digital magazine on a website, where users scroll through content like a physical magazine, could drive mobile traffic. According to Practical Ecommerce, innovative presentations in general are critical for businesses as they look to set their website apart from others.
Newer content marketing techniques, such as infographics, are also ideal for the tablet, since they organize data into more easily consumed, appealing formats and the mobile screens lend themselves to rich images.
Visual content is always a good driver of engagement for businesses. WebLiquid reported last year that branded content campaigns receive more engagement when they use diverse formats heavy on visual content.