Is Your Content Meant for Commuters?
Content marketing has to be a large part of your overall marketing. Whether you have a consistently updated business blog, a large presence on social media or you have a lot of audio, video, or text content offers to convert visitors to subscribers, content is important. But you also need to supplement that content with easy access.
When are your audiences interacting with your content?
Most of your online traffic is coming to you on mobile devices. The word 'online' gets a bit tricky since mobile devices allow for both online and offline content consumption. But web traffic wouldn't be quite right, either, since your content might be on your website, your native app, or even a podcast through a third-party library. These differences seem a bit pedantic, but this video explains why the differences matter.
Depending on the nature of your business, your content is either designed to be immediately problem-solving or easy to consume. A plumbing company has how-to guides to shutting off the water immediately, and a consumer technology site might talk about recent tech conferences. Some companies offer both types of content. So find out when readers, listeners, and watchers do most of their content consumption.
For a lot of companies, key moments are during a commute, at the office, and waiting. This means users might not have a good connection or the bandwidth to enjoy the rest of a piece of content. And once they're interrupted, they might never come back.
Have an easy offline option.
Native apps allow for offline data storage. Visitors can store articles to finish later or because they know the train is about to enter a tunnel. Podcasting apps download the full audio so there aren't interruptions. But the problem is that not everyone wants to download an app. Sometimes they don't have wi-fi access and they're not going to use up their data on your app. Other times, they don't want a laundry-list of small clicks and agreements just to finish an article; they'd rather just click away.
But a Progressive Web App, or PWA, gives the advantages of a native app without being unwieldy. Visitors can add the page to their home screen and quickly store chunks of the site for offline consumption.
Contact our team to learn how PWAs differ from native apps while still giving your offline visitors uninterrupted access.