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How Responsive Design Impacts Content Marketing

Published on 30 December 14

The web has gone responsive. With 60% of people all over the world now accessing the Internet from mobile devices and 20% of Google searches coming from mobile platforms, the idea of creating content for desktop users is simply not as viable as it used to be couple of years ago.

The great transformation of working platforms has naturally affected more than a single industry, content marketing being one of them. The look and feel of both corporate and news websites has significantly changed, thus posing new challenges for the content marketing industry as it is.
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The perks of responsive design

The increased usersâ reliance on mobile search means that websites that are not optimized for multiple screen sizes would perform quite poorly. Namely, Googleâs 2012 survey suggests that mobile users feel frustrated when running into a non-responsive website, meaning they are not likely to come back at all. For business websites, this obviously means less conversions and higher dissatisfaction with the brand.

Responsive websites are those that load quickly and neatly across multiple screen sizes. What this means for web developers is that they need to do some extra work to ensure responsive display of every single element of a web page. This goes for images, menus, CTAs, etc. Obviously, the major requirement is to enable users to quickly find their way through a desired sales funnel.
m.sites vs. responsive design
Despite the fact that responsive design has been celebrated much over the last few years, many websites owners decide it is less expensive and less exhaustive to simply go with a different version of a website that would be placed in front of mobile users. Suffice to say, this is yet another website to maintain, fill with information and potentially blog posts (which are essentially difficult to read on mobile devices). These websites built separately for mobile browsers are well known as m.sites and are greatly despised by both users and content creators for the following reasons:
  • Performance. The so called m.sites are essentially relying on redirects from the original URL. This of course creates a redirect loop which is a small yet highly important delay in website load. And most website owners already know why compromising on speed is not a good idea.

  • Readability on social media. An essentially important idea in the world of content marketing, social sharing can be greatly impeded by a mobile version of a website. The bad thing about this is that users who share a link from mobile websites automatically prevent their desktop friends from seeing the content. Therefore, performance of all social media campaigns can be greatly improved if some considerations related to responsive design are included.

  • SEO. In the world of SEO, redirects have always been an unwanted, though not necessarily a harmful activity. This is why Matt Cutts himself has also suggested that responsive design should be a focus.

Undoubtedly, responsive design is a key for optimizing a websiteâs performance in the age of mobile boom. Even though it may appear as a costly undertaking, there are certainly more potential benefits to it than there are drawbacks. A quick way to calculate how much traffic your own website is losing due to poorly designed or non-existing mobile version of a site is just to check the number of mobile visitors and analyze their bounce rates. If the latter are high, itâs time to adjust your content marketing strategy to this market segment.

Photo credit: jiraisurfer / IWoman / CC BY-SA
This blog is listed under Development & Implementations , Digital Media & Games and E-Commerce Community

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