The importance of good content marketing is well-known to every reader of E-Strategy Marketing. The importance of good content is also more than well-known to every reader of E-Strategy Marketing. One aspect of good content that often gets neglected, however, is the fact that many consumers of it will do so (consume it) on their mobile device.
What this means is that your content needs to be mobile-friendly.
Mobile-Friendly Vs. Mobile-Accessible
The first thing to understand is that there is a huge difference between content that is mobile-accessible and that which is truly, absolutely mobile-friendly.
Being mobile-accessible means that you can access this content on your mobile device and that you can, if you try, enjoy it. The provision of “if you try” is the crucial part of the previous sentence. Namely, mobile-accessible content is just that. Accessible. You have made sure that people who wish to consume your content on their mobile device can do so. Whether they will have a good time doing so is another story altogether.
This is where mobile-friendly comes into picture. This is the type of content that can be enjoyed thoroughly on a mobile device. This is content that has been tailored to better suit mobile consumers. This is, bottom line, content that will decide how well you are doing with mobile users and how effective your content marketing will be when they are concerned.
Understand how Mobile Users Read
Before you can start producing mobile-friendly content, you should know a thing or two about how people read content on their mobile devices.
For example, whereas desktop users’ eyes automatically go and linger on the top left part of the screen (effects of decades of certain visual OS idiosyncrasies), mobile users tend to focus on the middle of the screen, also giving the top some attention. You can learn all about this and more in a fantastic article by Briggsby.
In addition to this, mobile users tend to be more “erratic” when consuming content in that they do not sit down and make sure they have read the complete text. They will get distracted, they will get a call or a message. In such situations, it is easy to lose the track of where you were just a few moment ago. Perhaps they will come back to the article, perhaps they will not.
The first rule of writing for mobile is to be as concise as possible. Your sentences need to be short. They have to be to the point. If you try to put your message across in a sentence that would require 4 rows on desktop, remember that this is an entire screen on mobile, perhaps even more. Mobile readers will lose the plot and they will get annoyed.
Do not get fooled, writing concisely is not as easy as it sounds. Being able to convey a message in 7 words instead of 20 requires a lot of effort and finesse, actually.
Practice before you put it to action. Make sure your sentences are nicely formed, even though they may be almost painfully short.
Being concise does not mean that mobile readers will tolerate just about any kind of writing.
Know Where to Put Your Message
Due to the specific parts of the copy that mobile readers will spend most time on, you need to know where to put your message. For one, you will want to write top-heavy. What this means is that you do not need a meandering intro before you, 400 words later, make your point.
Your point needs to be put front and center (don’t forget about center).
Another way to utilize centrality-oriented mobile reading is to have all of your strong words in the middle of the copy. This may require some serious crafting and a lot of trial and error, but if you manage to do it, it will make a humongous difference.
Practice and Track Your Results
Practice is always the road to success and this is also the case with writing for mobile. You will need time before you are able to write fantastic mobile content. You will need to reign in the rambling propensity that all of us have somewhere deep inside of us (perhaps soldiers do not). You will need to spend more on less to attain the almost Zen mobile writing perfection.
Of course, you will also want to make sure you are going somewhere and this is why you will want to track your results. This is where the mobile marketing platform of your choice will come in handy. By utilizing it, you will be able to track your progress and analyze the ways in which your enhanced copy is improving your mobile content marketing results.
Learn about mobile content. Practice creating it. Track what you are doing.