content strategies The notion of responsive design has already become one of the hottest trends in global online advertising. Naturally, many marketers now acknowledge the necessity of adapting content for such responsive design, that is, making it more interactive and easy to work with.

The most common recommendations for marketers, wishing to adapt their content for the responsive webpage design presuppose the detailed analysis of the context, in which customers tend to access and browse such content. They happen to include the following:

1. The use of analyzed behavioral patterns in webpage content.

It turns out the formerly popular marketing approach, that is, the analysis of so-called personas, is far from perfect, in terms of creating a potentially effective content strategy. On the contrary, it is much more advantageous to analyze customers’ behavioral patterns – typical situations in which they consume content, e.g., one’s browsing news on a mobile device while traveling, etc.

Further, businesses should adjust their content strategy according to received analysis results, which allows them to maximize customer engagement.

2. Adjustment of the next-click page content.

Simply put, if visitors click on a certain link, leading them to another website page, such so to say “next-page” content should also be easy-to-browse.

In this respect, marketers should not underestimate the value of the so-called “next click”, as audience engagement requires much more, than just the perfect display of the initially opened page.

3. Adaptation of graphics for cross-device display.

Undoubtedly, graphical content appears to be exceptionally essential for marketers. In particular, businesses should ensure that their site graphics (pics, photos or videos) should be displayed perfectly on any computer, laptop, smartphone or tablet, if they wish to maximize customer engagement.

The top-quality display of graphics presupposes the adaptation of ads for all platforms and screen sizes, too. According to Anton Ruin, CEO of Epom ad serving company, the aspect of ad display plays an important part in the overall ad campaign effectiveness. “When a customer only sees a part of an ad, if an ad lacks quality or loads slowly, its potential profitability lowers to a considerable extent.”

In a whole, due to the rapid development of digital technologies, the most useful advice for marketers remains the urgent need to keep pace with ongoing changes and be willing to modify their content strategies accordingly, whenever it is necessary.