How to Write Mobile Content for a Mobile-Responsive Experience
In a world where more than 80% of consumers own a smartphone, and 48% of mobile customers start product research with a search engine, it’s more important than ever to focus on creating mobile-friendly content. If you don’t, there’s simply no chance you’ll make it in the modern digital world. While the so-called “mobile revolution” has changed many things about the way people search and interact with content (it’s on-the-go, convenient, etc.), one of the most noticeable changes is that people who use mobile devices are searching from a tiny screen, which fundamentally alters the way they interact with text. On this tiny screen, content must be readable, clickable, and easy to interact with. Not to mention the fact that they have to find it, first. With all that in mind, let’s talk about why mobile content matters, and how you can create it. What’s So Great About Mobile Content Anyway? Having doubts about how important mobile users are to your business? Get this: tablet users account for the single highest “add to cart” rates on e-commerce sites, at 8.58%. As if that weren’t enough, 71% of companies say that mobile marketing is essential for their business, and 58% of brands have a dedicated mobile marketing team to handle it for them. With all these things in mind, it’s clear that mobile marketing matters, and that brands who excel at it can reap massive benefits in today’s digital landscape. The Mobile Revolution Today, there’s no getting away from mobile devices. And while some people might make the argument that this is a bad thing, it’s amazing how much the mobile revolution has changed our lives. People are more connected right now than they’ve ever been, and it’s easier to access information, learn new things, and meet new people than at any other point in history. All of this opens a wealth of possibilities for individuals and brands, and all of it comes back to the rise of mobile devices like smartphones and tablets. Right now, the mobile platform defines how we fill our time, how we pay bills and even how we connect to family and friends. If you need an example, consider how often you use your own smartphone. How often do you look something up or use your phone for tasks you would have previously completed on your computer? As you can see, there’s no end in sight for the mobile revolution, and embracing it fully is the best way to position your content for the modern world. How to Optimize Your Content for Mobile Users: 5 Smart Tips According to Google, 61% of customers will never return to a mobile site they couldn’t access, or which was difficult to access. That said, though, only 40% of those customers will come to your website, instead, meaning you lose a full 21% of customers simply due to a lack of mobile responsiveness. As you can see, ensuring your content is mobile-friendly is critical. Here are a few simple ways to ensure your content works for your mobile customers: 1. Don’t Forget the Headlines Boring headlines won’t get you far with web users and they certainly won’t do much for mobile users. Remember, mobile users ae on-the-go, so they’re looking for something that catches their interest. That said, your headline needs to be catchy, compelling, and retweetable. It also needs to be easy to read on a small screen. If that sounds like a big ask, don’t panic. Neil Patel advises a “Bite, snack, meal” approach to writing mobile-friendly content, with the headline being the bite. When you make it tasty, interesting, and exciting, the reader wants to stick around for the snack and then the meal. For best results, keep your headline informative and precise. It should tell the reader exactly what they’ll gain from the post. Skip the cute or mysterious headlines – your mobile readers don’t have time to figure out what you’re trying to say. 2. Hook Them with the Introduction Next comes the “snack.” The snack of your content is generally the introduction. It tells the mobile reader what the content is about, and helps them decide whether to stick around. As such, it should be informative and thought-provoking for your reader, and should demonstrate that you’re the source the reader wants. 3. Remember Not All Screens Are the Same Mobile devices have small screens, and you can’t afford to create content that makes your audience struggle with that. When it comes to writing your mobile material, you need to be direct, succinct, and to the point. Readers don’t want impenetrable walls of text or impossible-to-find menus. Everything should be simple to find, accessible for your customers, and easy to navigate. Pay special attention to how your images and menus show up on mobile devices, as these are problem areas that can make or break the mobile experience. For best results, write your content for the web, and then preview it on a small screen. Does it appear the way you wanted it to? Are there any glitches or errors that prevent it from looking its best? If so, fix it before the content goes live. 4. Divide Your Content into Chunks Everything you create for a mobile platform should be simple to read. This means your text will have to be broken into small chunks so mobile users can skim it easily. Don’t forget to use bolded headlines, numbered or bulleted lists, and short paragraphs to enhance readability. 5. Test Your Content, Then Test It Again The biggest mistake content creators make with mobile material is failing to test it once it goes live. Even the best content can be made better, and lots of content creators would find that even a simple tweak to their material’s headline or structure can make a massive difference in clicks and leads. Use A/B Testing Tools to test different versions of your online content. Be sure that you’re only changing or altering a single piece of … Read more
