In part one of this two-part series, I talked about why your marketing content needs to be different on mobile devices. In this second part, I address how to write content that will be effective on these devices.
As I mentioned last time, the experience of reading on mobile devices is different from that of a desktop, laptop, or tablet device for three reasons: mobile users are more likely to be interrupted, they’re more likely to be multitasking, and the small screen size means that reading comprehension plummets.
So how do you create content that will have an impact under these circumstances? First, consider the types of content that will be most compelling to smartphone users. You can always ask people what they want. But as a rule of thumb, some types of content that are better suited to mobile include non-editorial content, such as data or an app like a specialty calculator. In terms of written content, start with news content or any content that’s constantly updated.
Next, when you write your content, follow these 9 tips:
- Less is best. Use shorter sentences. Get rid of any unnecessary words or images. Avoid long pages that require a lot of scrolling.
- Get to the point fast. State the most useful, relevant information at the start.
- Do one thing at a time. Put only one idea on each page.
- State clear goals. Make clear what action you’d like the reader to take — whether that’s sharing your content or signing up for your mailing list.
- Make text scannable. Break up text into small chunks or paragraphs. This will add white space between text, making it easier to read and scan. Bulleted lists will make information even more scannable.
- Grab the reader. Use sensory words, such as feel, savor, scent, that paint a vivid picture in the reader’s mind.
- 7. Use contractions and abbreviations.
- Summarize. When presenting longer pieces, create an executive summary of the content with a link that they can read later on a tablet, laptop or PDF.
- Think multiple platforms. Make it easy to move content cross platform. For example, by adding a prominent “email this” link.
What are additional tips you’ve discovered for creating and writing content that works on mobile devices?