Today’s constantly-connected consumers crave content that’s simple to digest and can be accessed from anywhere, and from any device. Hence why mobile is booming.
Rather than me try to put forward a convincing argument, I’ll let the figures speak for themselves. The latest IAB and PwC Digital Adspend report, which we contribute to each year, unveiled that half of UK internet time is now spent on smartphones. This has caused mobile’s share of digital ad spend to rocket from 35% to 43% in just one year, or £2.37bn.
Mobile’s growth means that it now accounts for 57% of all display ad spend and a whopping 77% of all content and native ad spend.
If you’re yet to optimise your content for the small screen, you’re already missing out on an unprecedented opportunity to win over your target audience.
So, if you want to perfect your penmanship skills and fine-tune your mobile copy, here are some top tips for writing compelling content to engage your readers:
Short ‘n’ snappy
Did you know that humans have shorter attention spans than goldfish? Which, coincidentally, has been blamed on our use of digital devices. Mobile readers don’t want the arduous task of scrolling through lengthy paragraphs – they’ll switch off in seconds. So, break up the text into short, digestible chunks whenever there’s a natural break. Just remember the golden rule: say what needs to be said, using as few words as possible.
Hook ‘em with headlines and subheads
Continuing the short-and-sweet theme, your headlines need to be to the point, pack a punch, and have a pinch of mystery to them that’ll encourage readers to click through. I know, it’s a lot to ask. The best piece of advice I can give is to think like you’re tweeting (even though you’re not). You want your headlines to be worthy of a re-tweet – scan the social site when you next have five minutes for some inspiration.
Now you’ve got your readers’ interest, you need to keep hold of it with equally engaging subheads. The most effective ones guide readers through the article; they’re snappy, yet provide new and insightful information. Tie-in your subheads with the title, make the font bold and you’ve got yourself a seriously scannable piece of content.
Frontload fantastic copy
In the same way, a film trailer entices us to watch the full-length flick, the first few sentences of your article are absolutely crucial for drawing readers in. And so, it must be your very best, attention-grabbing writing. You need to tee-up your article in an original and exciting way. Potential readers will be asking, ‘How will this article benefit me?’ and it’s your job to answer them.
Break it up with bullet points and visuals
Subheads make for scannable content, but you can break up the text even further with bullet points and images. Bullet points, for their part, allow you to convey the article’s key messages in a more digestible manner. They can be used to summarise the content, explain product features and/or benefits, or as a checklist in an advice piece.
Readers can’t get enough of visual content. When people hear information, they’re likely to remember 10% of it three days later. But add a relevant picture and they’ll remember 65% of that information. And, get this: articles with an image every 75-100 words receive double the social media shares as articles with fewer images.
As consumers are so stimulated by visual content, you should strive to embed engaging, relevant images and videos within your articles whenever possible.
Writing marvellous mobile copy doesn’t mean writing fewer words. Instead, it’s about making every single word on that digital page count. It’s about formatting articles in an eye-catching way, whilst communicating original ideas that’ll resonate with your audience long after they’ve closed the page.