In recent years, content marketing has become the most used by medium and large businesses to gain greater visibility of their services or products and be able to improve its credibility and brand identity to potential customers choice.

Content marketing has a fundamental premise: to improve purchase options for our company, trying not to be invasive and, as much as possible, avoiding traditional advertising practices.

The main, and perhaps most difficult, when doing any marketing campaign content, is on one hand to identify as precisely as possible what is it we want to communicate to potential customers and on the other hand define what platforms best fit our communication strategy: corporate websites, magazines, blogs, etc.

Within these platforms we must take into consideration mobile devices (smartphones and tablets). Currently there are two clear trends in marketing oriented content to these devices:

RESPONSIVE DESIGN

This type of content has become essential, especially after Google penalized in its SEO positioning to all websites that do not have mobile version.

Interestingly, although the use of responsive design is being standardized, currently still more than half of the corporate websites that are online still only have the traditional version, causing the actions taken orienting to mobile continue to have the greatest potential impact in specific sectors due to less competition.

PROXIMITY MARKETING

The so-called proximity marketing the premise of identifying the geographical location of potential customers provided by mobile devices with geolocation to use that information in the actions of marketing content, thereby achieving greater effectiveness by improving segmentation of potential customers.

No doubt mobile devices have become one of the best ways to access our potential customers effectively.