How do you create content that’s appropriate for mobile?

Mobile represents around 65% of digital media time, with desktops a distant secondary touch point. We therefore have to assume that most of the content we’re writing for our clients’ websites, social media channels, and our press releases, are being absorbed by the intended audience on mobile devices.

And with mobile devices comes a host of things to consider when creating content.

It’s probably the most personal channel to reach customers on. 50% of users look at their phones, in bed, first thing in the morning and last thing at night. These devices are a significant part of everyday life, personalised with apps and storing personal content, from family photos and videos to banking apps, travel and entertainment tickets. The relationship a user has with their mobile is very different to how they approach and use their desktop.

Therefore, as a business you have to earn the right to talk to customers on their devices. How can you align your objectives with customer expectations to ensure the content is effective?

• Bitesize – mobile use is more often interrupted – whether it’s a real life experience like commuting or family life, or on-device interruptions from push notifications, messages and emails. Content is rarely absorbed in full.
• Big reveal – even with time and no interruptions, most people only read headlines and the first few lines. Put the ‘big reveal’ content first.
• Relevant – scrolling is very off-putting, so keep it relevant, succinct, on point, and engaging.
• Innovate – think about how your content can be presented, within the parameters of the screen real estate. Make it a better user experience, with the ability to manipulate, swipe, tap, and introduce location relevant content.

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