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Desktop & Mobile: One Content Strategy to Rule Them All
Jason Kosarek / HubSpot / July 31, 2013
Inbound marketing is centered around being helpful. Instead of interrupting, tricking, or bombarding like the majority of traditional marketing avenues, inbound marketing focuses on integrating seamlessly into customers lives, and offering practical solutions.
For most businesses, nearly 25% of the traffic coming to their website is from someone looking at it on a mobile device, according to Smart Insights. This means, as inbound marketers, we need to be helpful there, too.
There is a common misconception around optimizing for mobile readers, though. You actually don’t need a separate content strategy for mobile and desktop. You just need a great content strategy. And here’s how you can get it.
Questions You Need to Ask to Develop Your Mobile- and Desktop-Friendly Content Strategy
To be helpful on a phone, desktop or anything in between, your website needs to answer your visitor’s basic questions:
- How does your product/service help me? Your company improves people’s lives in some way, otherwise you wouldn’t still be in business. You must articulate this in a way that your visitors identify with.
- What can I do here? Users can likely do a number of things on your website, from downloading an ebook, to reading your blog, to asking to have a salesperson call. Make sure these capabilities are clear and prioritized. When the user isn’t sure what to do next, you lose them.
- Why should I do it? You’re probably not the only available solution to your visitor’s problems. Your visitors need to know why you are going to make their life better.