This article focuses on delivering content to your audience based on the device they are using. Tell the same story in various ways.
I am not a copywriter. But design without content on the web is meaningless and provides no value to your audience. Content and copy is what makes the web valuable. That being said, I do have a short background in journalism and writing published press releases.
It Starts With Storytelling
How are you telling the story
Long story vs. short story
Be considerate of mobile users
Don’t waste mobile user’s time.
Too Long; Didn’t Read
Keep your hook and lead clear and concise.
Make your headline relevant D
on’t over-sensationalize what you’re saying.
Utilize the inverted pyramid always.
Change Your Process
Get copy involved early
Be flexible with your design to make content change
Content and Mobile First
Use real copy
Stop relying on Lorem Ipsum
As we continue to move forward with responsive design, a lot of focus is being placed on mobile first and content.
It Starts With Storytelling
I believe that the value of our content can be defined by telling a story. It’s not what story your content is telling, but how and where you are telling the story.
For example, I was telling a story to a friend the other day about a recent adventure I went on. Not being pressed for time, I divulged plenty of detail, imagery, and banter. The story was very descriptive and lively and it painted an emotional picture.
Later on that day, I told the same story to a friend over lunch. I was somewhat pressed for time. I omitted a lot of the imagery and descriptive details, but the story and impact was still able to be presented in a clear and concise way.
I began thinking, this is how we need to approach content on the web. We need to tell the same story, but have the ability to adjust the way we tell the same story based on the environment in which we are telling a story.
Be considerate of mobile users
Mobile users are on the go. There are many factors and variables that surround the way we should be providing content to mobile users. Content should be delivered in a clear and concise way from a mobile first perspective. We need to cut the bullshit and realize that the faster we can give the meat of what we’re trying to say to mobile users, the more they will value what you’re saying. Don’t waste mobile users time.
Too Long; Didn’t read
There is a time and place for everything. People don’t want to read a long descriptive piece of content if they don’t find value in what you’re about to tell them. Many times, users will scan the length of an article before making a decision to commit their time to the story you are trying to tell.
Keep your hook and lead clear and concise.
Make your headline relevant D
on’t over-sensationalize what you’re saying.
Utilize the inverted pyramid always.
Change Your Process
Content and copy needs to be involved early with every project moving forward. The real value of your story is the true content you are telling. Get copy involved as early as possible for the sake of knowing what story you are telling and how you will tell it at different environments.
We need to let go of pixel perfection and realize our web is fluid and constantly changing. Never lock in copy to be dictated by a design. It should always be the other way around. Remember, content is king.
Content and Mobile First
Focus your content from a mobile first perspective. Be quick, clear and concise. Revisit the copy to elaborate for the larger devices and PC environments of your design.
Try to use real copy when possible. It’s easy for designers to fall in the trap of always relying on Lorem Ipsum when making initial designs. But, getting copy involved early and being flexible enough to change and tweak your design (design in code) on the fly will allow for a smooth process.
Viewport Content
So, how does this happen? Well, the copy needs to be served in a way that