You’re probably already familiar with responsive web design and its critical role in optimizing the mobile environment. However, if you’re invested in content marketing, you also need to be mindful of how your copy is written and presented on mobile environments as well. A few tips:
1) Put the most important message in the middle of the screen
The way we read content on smartphones and tablets is much different than the way we do on laptop and desktop screens.
On desktop screens, we usually start at the upper left hand corner and scan from left to right and move down, just as we would with a printed book or newspaper page. However, eye-movement tracking studies have shown that on mobile screens, readers usually start in the center and focus their attention on the top half to top two-thirds of the screen.
So if you want to engage your readers more quickly, place your most compelling message or content in the middle and upper half of the screen.
2) Eliminate any extraneous words
Obviously, smaller screens mean less real estate to get your message across and more scrolling and swiping required—as well as more patience. As a result, it pays to be as concise and to-the-point with copy as possible. If a subhead doesn’t advance the flow of information significantly, take it out. If you can make the same argument in a shorter paragraph, do it. You don’t have to provide less content. Just deliver it with less flab.
3) Make headlines short and to the point
Articles with headlines that tell visitors exactly what they’ll gain from reading your content stand a much better chance of being read than those with cute or obtuse headlines. People scan for information quickly on a website or in search returns; they don’t have the patience or time to try to figure out any hidden meanings. Highlight the essence of your message in your headlines and nothing more.
4) Avoid long paragraphs
Nothing tests the patience of readers on a smartphone more than long paragraphs, no matter how interesting the subject matter. The more you can break up content into shorter, more digestible chunks, the easier it will be for readers to consume an entire article.
Think of each paragraph as a landing point that must be navigated before moving on to the next one. Short paragraphs show readers that the next thought isn’t too far away and encourages them to continue. Long paragraphs tell the reader that a tough climb is ahead—demanding extra attention and time that the reader may not have.
Conclusion
There’s a misguided perception that writing for mobile environments requires less discipline and rigor than with other formats. In fact, the opposite is true—with more and more people reading content on mobile screens, and greater competition for their eyeball time, your copy needs to be incisive, compelling, and presented in ways that are optimized for the mobile environment.