Responsive site? Check. Stylish design and logo? Check. Ready for the imminently-approaching mobilegeddon? Um… think so?
With all the buzz surrounding Google´s algorithm change, many marketers are focusing on mobile usability. But, in the process, some are forgetting one thing that matters as much as the design: the words on the screen.
Mobile users and desktop users have different approaches to content and how they engage with it. So how do you create content that mobile readers will relish?
Our friends over at the Content Marketing Institute have put together some handy tips on how to create the ultimate mobile content.
Forget desktop eye-tracking
Heard of the ´Golden Triangle´ or the ´F-Pattern´ – AKA the way our eyes view web content? Don´t worry if you haven´t; these principles don´t apply to the mobile reader – there´s simply not enough space for the eye to horizontally sweep over the screen. Instead of concentrating on these elements, we should redefine our perspective, concentrating on creating great content for the mobile revolution.
Use fewer images
Images take up precious screen space. Only use pictures to support mobile copy if it truly advances or illustrates your point.
Bye-bye unnecessary words
Writing snappy copy is a skill, but one that is essential for mobile content. Think of a mobile user´s attention span as being like a young child´s: pretty low. They want to be able to skim through sites and pages, so you only have a brief window in which to catch them. This means no clutter, and lots of useful and interesting content.
This doesn´t, however, mean you should write shorter content. Far from it; long-form content is alive and kicking in the mobile content world. Instead of reducing the amount of content, focus on tightening your writing skills.
Punchy headlines
Headlines for mobile content need to be short and concise. Why´s this? Because lengthy headlines will get hidden below the fold; shorter ones are easily scanned and digested.
Powerful opening
With some web designs, you can view four or five paragraphs without even scrolling. With mobile, things are a tad tighter when it comes to room above the fold, so starting your article with a powerful, engaging paragraph is key. Grab the user´s attention straight away, and whatever you do, don´t be boring.
Shorter paragraphs win
Take a look at this article. The longest paragraph is around 60 words. Readers tend to get lost when copy isn´t broken up. Long paragraphs usually mean the writer is rattling on about one point or one view, resulting in a bored and impatient reader. Long paragraphs require concentration, which is something mobile readers certainly don´t have in spades.
This new era of writing for mobile excites me as it´s all about improving our writing, rather than making it shorter. Here at M2 Bespoke, we know the secrets of creating top-notch mobile copy. Once your mobile content is sorted, you´ll be equipped with everything you need to face Google´s mobilegeddon.
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