How Should Device-Specific Content Change the Way You Build Digital Content Strategy

People are more connected than ever before, with 85 percent of adults saying that they go online on a daily basis. This increased connectivity can largely be attributed to the proliferation of devices with access to the internet, primarily mobile devices. We carry our phones with us almost everywhere, and they’ve become a necessity for many for their social and work lives.

There is a fair amount of crossover between devices used to access the internet, but mobile devices make up the bulk.

Approximately 92 percent of people access the internet from their mobile devices. Not creating your digital content strategy with device-specific content in mind is a missed opportunity to reach your target audience.

How Devices Relate to Internet Usage

While building your digital content strategy, you should account for how people access the internet situationally and how that might influence your visibility on certain devices.

Niche marketing, unlike broad marketing strategies, focuses on a specific segment of consumers that are already looking for a business like yours. Good niche marketing understands its audience and the situations that might lead its audience to search for a similar business.

For example, retirement communities might see more organic traffic from laptop or desktop computers as their target audience will want to sit down and spend time researching communities. In comparison, emergency locksmiths might see more organic and paid traffic from mobile device users because someone locked out of their car is more likely to have access to their mobile device than a laptop.

To meet the demands of consumers, emergency locksmith businesses and retirement communities should intentionally tailer certain segments of their digital marketing strategies around these situations.

Influencing these statistics further are the demographics with access to wireless devices like laptops and mobile phones and where they center their online experiences. Younger generations, particularly Gen Z, spend more time on social media than older generations. Mobile devices are the most common way to access social media across all generations. Businesses targeting Gen Z should develop digital content strategies with these device use trends in mind.

Know Your Audience

A clothing brand targeting Gen Z and Millennials will likely gain more traction from using social media to increase brand visibility, especially if they include short form video content in their strategy. Short form video content is becoming increasingly prevalent in digital marketing strategies, and for good reason. Short form video content had the highest ROI out of all social media content strategies in 2022.

The popularity of mobile devices for accessing the internet has led many advertisers to prioritize mobile content marketing strategies over other content forms. This means both adapting your UX for mobile devices and considering what forms of content are more popular on mobile devices.

It may be worth your time to adapt your digital content strategy to creatively appeal to mobile users and engage them by supplying solutions and answers for their needs. Doing so can boost your organic ranking and brand visibility on social media and the SERP.

Mobile Devices Leading Strategy

Mobile device commerce makes up more than 70 percent of e-commerce sales for businesses. There are several strategies that you can use for mobile device marketing.

• Location based marketing: Geofencing is a useful way for small businesses to target potential consumers found within an outlined area.

• Mobile optimized site design: You should be doing more than simply making your site mobile device functional. Your site should be optimized for mobile device UX.

• Take advantage of social media: Social media has been integrated into the online experience. Your business should be creating content with social media usage in mind.

• Optimize for voice search: Voice search is a fairly new addition to devices, and it is often overlooked by digital marketers. Voice search driven devices like Alexa are becoming more common in households, and marketers should seriously consider voice search optimization while developing digital content strategies.

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