Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Content is King

Posted on: 27 June '11

“People don’t read, especially when it comes to web and mobile” – I said that!


Content is the Key

 

Content is important:

  • Content adds value
  • Content is part of the user experience

With ‘Mobile First’ design philosophy coming into power, content is increasingly gaining importance, but ironically much of the mobile first design philosophy fails due to one big reason: CONTENT. Content failure is not a new phenomenon and can be seen even in web specific designs. If, we address the root cause of the problem, it can be attributed to difference in user behavior towards content for website and mobile.

Keeping this in mind, here are some guidelines to create effective digital content. These guidelines are applicable for both mobile and web content strategy:

1. If the first 160 characters of content do not sound meaningful, rest of content cannot be useful!
With the ever reducing attention span of readers, you need to ensure that the audience is impressed with the first 160 characters of content you write. If an idea cannot be told succinctly there will be no one listening to it, and if there is no one listening, the idea is useless. Hence, it makes more sense to put in all the skills and make those first 160 characters impressive!

2. If everything is useful, then everything is useless. True or False?
True. If you think that all the content is useful for a website’s target audience, then you are surely mistaken. We usually tend to fill in so much content that everything seems to be useless and the user tends to drift away.

3. Use scan-able keywords
Every user opens a site with something in mind. If that something is not scan-able or searchable, it is highly unlikely that the user will stay for more.

4. Start with conclusions and recommendations
‘Inverted pyramid’ style of writing is the key for good content on web and mobile. People want to know quickly about everything; no one has time to read a novel

5. Attention grabbing headings, meaningful subheadings
Headings are used to grab attention and sub-headings are used to further utilize that attention span. Keeping the sub-heading simple without jargons and to the point, helps to gain the reader’s trust as well. Jargon, complex terms, clever lines are meant for the main heading. Keep them out of the rest of the content!

6. A picture is worth 1000 words, but we don’t want 1000 words. Do we?
The intention is to keep it simple, neat and easy to download. A picture may seem to be the best option for visual appeal and representation of an idea, but it increases the size of the content. With download speeds varying unpredictably, pictures sometimes are a blot to user experience.

Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.

  • Amberlee

    This has made my day. I wish all poistngs were this good.

  • Marlee

    Was totally stuck until I read this, now back up and ruinnng.

  • Pranam

    Hey Ankush,

    You’ve come very close to hitting the nail on the head. Just a couple of very important things, which are of course the primary premise of content writing.
    1. Keep it simple – language or otherwise.
    2. Problem definition – relevance – problem solution and you’ve made your point.
    3. Don’t do a hard sell – instead pass on the gyaan – sale will follow.

    Of course this is largely in reference with marketing.

    • Hi Pranam,

      Thank you. I agree with the important things as pointed out by you. I would like to comment on your 3rd point specifically. Hard sell may not be the best course of action in most situations, rather “gyaan” or in other words “thought leadership” is critical and the best way forward. But, in other cases, we can’t go away with hard sell, and it may become a necessity.

      What’s your view on it?

      • Pranam

        Of Course you can’t do away with a hard sell unless its a sales brochure you are putting out there for your prospective clients and your product happens to be a car or something!

        In the tech space however, I think hard selling should be restricted to cold calls or sales presentations. And that’s a personal opinion. Rest of the time, thought leadership will pretty much do most of the talking for you!

        I’d like to share a couple of thoughts on content that were posted:
        http://bit.ly/n7gYwu
        http://bit.ly/rup40h

        • Yes, you are right. I believe, the views expressed in the post are applicable even to the hard sell situations, in other words I was trying to get some generic guidelines in place.

          Your points on hard selling will be applicable when I go one step deeper into my content and think of my audience being targeted. And there you are absolutely right that sales brochure content will be different from that of a compnay blog. I think, I will take the cues form this discussion to build on my next post on content.

          I also liked your post on “Communication Chasm”. I specially liked the idea of the “fish hook”. The first 20 minutes that you mentioned is equivalent to my first 160 characters as pointed in Point 1 of the post. It’s interesting to note the different perspectives!

          Thank you.

  • Inba

    Ur article just reminds me Docomo Ad !
    Keep it Simple !