Content must be tailored towards mobile devices and platform-agnostic to meet the needs of consumers in 2017, according to a new study by Valnet. Digital content marketing is critical for engagement, but publishers and marketers also need to ensure that they optimise written articles and videos for a range of platforms.
The new report aimed to discover the key trends in content marketing for the year ahead and found that merely creating blog pieces and clips for the Web isn’t enough to succeed anymore. Brands must make certain that any published content is geared for mobile, using initiatives such as Google’s Accelerated Mobile Pages (AMP).
While mobile is the primary focus, content creators must go a step further to make content accessible on other platforms. The study showed that nearly nine out of ten consumers are now reading and viewing content on more than one device. Many are also using a range of devices simultaneously, with consumers now logging onto an average of 2.42 devices at any one time for their content needs.
Like many recent studies, the Valnet survey found that video consumption is reaching record levels. However, consumers are now watching videos and reading articles on smaller screens than before, and more than half of all videos are now being viewed on smartphones. Streaming is also growing, as 50 per cent of households in the US loaded content via these connected services for the first time last year.
For those consuming content, speed is the main factor that determines the user experience, and it is critical that brands publish content that is quick to load in order to maintain the attention of viewers. Switching seamlessly between devices, applications and services has also become second-nature to modern readers and viewers. The report also revealed that audiences have welcomed new suggestion algorithms that make it easier for them to access their favourite content.
YouTube launched a new programme earlier this week designed to help agencies and brands create more platform-relevant content. The new initiative, called YouTube Labs, links brands with the hottest video bloggers in order to create content and take advantage of the recent social influencer boom.