With Google's recent decision to reward mobile-friendly websites with higher rankings, many businesses have made the switch to a responsive web design. Most of these efforts have focused on the technology end so that the layout of the original desktop-designed websites can transition seamlessly between a large-screen PC, a mid-sized tablet and a palm-sized smartphone.

However, redesigning a website only so that it can fit the parameters of a platform does not truly provide the experience visitors are seeking. Adaptive websites also need specialized content that meshes with how and when consumers are using mobile and desktop devices. When planning your content marketing strategy, consider how these five factors might influence the effectiveness of your online branding messages.

Smartphones Are for Searching Local

A webmasters report on Mobile Friendly Websites from Google notes that 94 percent of Americans who have a smartphone use it to search for local information. These are engaged customers who are actively looking for nearby places to eat, shop, relax or book an appointment. Mobile websites should be optimized to first display addresses, maps, phone numbers, reviews, coupons and service menus to meet customers' immediate needs.


Researcher and Buyer Behaviors Differ

When it comes to e-Commerce, mobile devices are the preferred method for browsing products and comparing prices. For retailers, it is a great platform for converting a time-sensitive sale. However, larger, more expensive purchases are usually made from a desktop. At-home and work computers are also still the go-to source for travel and hospitality, financial services and technology troubleshooting, according to recent data from Adobe's Digital Index.

In-Depth Reading or Succinct Answers

When someone reaches for their smartphone, they are likely looking for a specific answer to a question or problem. Providing useful content, such as how-to videos or quick facts with bullet points, can quickly meet this need and build your reputation as a trusted source. Mobile devices are also an important source of news since users can have immediate access to updates as stories develop. Content that links to unfolding news or recent trends, particularly as events are happening, have a greater chance of attracting mobile visitors. In contrast, desktop users are more likely to spend quality time on a website reading longer articles, delving into digital publications and watching videos.

Interactive Content

How visitors interact with a website varies depending on the device they are using. While some desktop and laptop screens are now enabled with touchscreens, most are still flat screens that serve as a lens. Mobile phones and tablets allow consumers to interact with a website by playing, pausing, tapping and swiping. A mobile user will likely prefer flipping through a gallery of images than scrolling through a long list while a desktop user will find it easier to use the scroll wheel on the mouse than wait for images to load on a new screen. These diverse preferences not only affect how you present the content but also how that content is crafted.

Creating Shareable Content

Recent industry reports indicate that mobile device users are almost twice as likely as those on a PC to share content on social media channels. In an article earlier this year, AdWeek noted that "social sharing is in the midst of an evolution." In this light, creating catchy headlines and authentic content for mobile devices becomes even more important for marketers who aim to increase their social engagement. Social platforms are also the best place to start important conversations with your customers and immediately respond to concerns as they develop.

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