Creating Engaging Mobile Content

Writing content for digital can mean anything from in-app content to video or even blogs. In each case, the considerations will differ depending on the channel used.

Getting Mobile Right Is Critical 

With mobile becoming the primary device for online internet usage, the likelihood of content being read on a mobile device is now higher than it's ever been. This is why it's essential to understand how to enhance engagement on mobile and how to tailor writing and graphics for the various screen sizes.

mobile engagement

  • Remember the Practical - when it comes to writing copy for mobile, it's important to consider how it will appear on a smaller screen. The way people read on a mobile is different, they scroll and in one quick thumb gesture, they've skimmed the entire article. Consider the inclusion of signposts/headings so that readers are guided to the sections of content most relevant to them.
  • It Takes Different Skills to Pull Mobile Readers Into Your Content - With some 14 thousand screen sizes available on mobile devices, you should explore the adoption of a "Create Once Publish Everywhere (COPE)" strategy. Use a small template when drafting the content on paper and plan the entire article around the space on the reduced screen size you have to play with.
  • Understand Different Mobile Channels - In-app content is different to a standard mobile article. When writing in-app content, it's important to understand that apps can be elusive. As much as 50% of apps lose half their peak users within their first three months so plan carefully across email, social, ads, SMS and all the other ways consumers interact on their mobiles. 

Remember, a reader's mobile journey is completely different than that on a desktop and curiosity needs to be coaxed at each and every stage. Miss out on mobile and you'll miss out on revenue! 


Author:
Jonathan Hinshaw

Post Date:
Friday, August 08, 2014

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