Mobile-first Content is Now a Marketing Must

Content marketing specialists in Utah and around the globe constantly grapple with the ever-changing digital media landscape. As devices become smaller and more mobile, content needs to shift to meet the needs of mobile users. A mobile-first marketing strategy is vital, as per Nielson research, consumers in Utah and throughout the U.S. spend almost two days per month on Web browsers or using apps on their phones.

Mobile-first marketing means creating content specifically geared toward mobile devices, and not merely forcing desktop-based content into a mobile framework.

Mobile Use at All-Time High

A study conducted by Google and Nielson illustrates just how pervasive mobile usage has become. The study found that 77 percent of mobile searches are performed at home or work, two places that typically have a desktop that could be used for a search instead.

The study also found that mobile users resulted in a 9.56 percent higher website bounce rate than desktop users. In addition, the blog article on Quintain, “What is Mobile-first Content Marketing,” referenced a study that found 40 percent of mobile users will switch to a different website if they feel a site isn’t adjusted for mobile use.

These figures show just how important meaningful content is to mobile platforms–visits mean nothing if you can’t maintain the visitor’s attention and drive him or her to action.

Think Apps, Local

Mobile marketers concerned only with mobile website design need to shift their focus to new platforms. Flurry Analytics found that 85 percent of all time spent on mobile devices is in apps, versus the 14 percent of time spent in Web browsers. Understanding your target audience’s search intent is now more important than ever before.

When creating a mobile-first marketing strategy, thinking locally has become more important as the use of mobile beacons continues to rise. A recent Forrester survey found, 23 percent of consumers expect their mobile experience to cater to their current location. For example, a mobile user from the East Coast would expect local marketing content and offers if they were visiting Provo, Utah.

The landscape of content marketing has changed and, as a result, mobile-first strategies are more important than ever.

Alex Kirkwood writes for Fusion 360, an SEO and content marketing agency. They write for many other clients as well. Follow on Twitter