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