September 15, 2017
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It’s no secret that the way we engage with digital technology is changing. As our digital attitudes shift, so does how we digest and understand information.
In the past, we’ve accessed the internet via a desktop PC. Now, the growth in mobile capabilities means we’re able to access information on the move, in the spare five minutes it takes us to travel to work or sit in a doctor’s waiting room.
This has had a direct impact on the types of content we’re digesting. As we shut the door on our home studies and step away from desktop PCs, we don’t have the time to sit and read longer-form content. Now, it’s all about short, succinct copy that can be easily read on the move.
According to research, the typical internet user reads just 111 words on a webpage. Considering the average word count of a page is 593 words, we’re actually digesting just 20% of a page’s content.
Of course, this has a very fine line. We’re not suggesting that your next blog post crams the entire history of your brand into 100 words. Instead, you’ll need to apply scenario-by-scenario logic and think like a user.
If you’re creating a run-down of autumn/winter women’s shoes, you likely won’t need a 500-word article — the key trends supported by images will be enough to convey the message to readers. On the other hand, something like an in-depth how-to will require a longer word count. Get the balance right to ensure you’re creating the content your readers want in the format they prefer.
So, how can brands strike the balance between creating informative content that remains accessible on mobile devices? The following tips should help:
Creating content that your audience can better digest and engage with will ultimately drive greater results for your brand.
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