Anatomy of a B2B Mobile Post


B2B copywriters contribute to the mobile users experience with clear concise copywriting and a copywriting strategy that puts the copywriter in the readers shoes.

Clear concise copywriting and calls to action are key to B2B mobile content.

Despite responsive web design (RWD)—websites that scale based on the device accessing them—B2B copywriters must write even more concise and strategic for mobile readers.

Key mobile user considerations:

  • Mobile users have a goal in mind – buy, download, listen, etc.
  • Mobile users are rushed – in between flights, appointments or multi-tasking
  • Mobile users have low comprehension resulting from smaller screens

B2B copywriting techniques for mobile users

Based on the above points, let’s take a look at the anatomy of a B2B mobile post. Keep in mind that mobile is one element in the B2B integrated marcom mix. Content should be produced from the broader integrated marcom perspective and not simply a one-off mobile post. That’s where strategy comes in.

B2B content covers technical and often complex subjects. Busy mobile users may not have the time or wherewithal to read the full text on their devices. Mobile readers need options.

Write Concise Headlines

For mobile, I treat headlines as I would subject lines—between 40 and 50 characters and use action verbs where possible. That’s a challenge for B2B content in which technical terms can take up 75 percent of the character count.

My advice… consider the audience. Acronyms that have become common jargon among industry professionals can be used.  E.g., Reduce Cost with Unified Communications Systems. Although the headline is within the 40- to 50-character limit, the term UCS is understood by IT (information technology) professionals. Use the acronym and write an even more compelling headline: How UCS Reduces Cost and Increases Productivity.

Write in Concise Chunks

Use bold subheads to highlight key points, adding a few sentences to elaborate on the point. Make one point per chunk. Link to other relevant content from your copy chunk.

E.g., hyperlink the subheads to anchor text in a full text version. Think of your mobile post as an expanded table of contents and each table entry links to that particular section in a full text article. Mobile content should be easy to skim and give readers the option to get more in depth information without sifting through large blocks of copy.

Use bulleted copy

Copywriters often break up large blocks of copy with bullets. For mobile readers, bullets have become the copy.

Consider Your Copywriting Objective

If a phone call is your objective, then include the number within the context of the copy.  Don’t make readers scroll to respond. Mobile devices are conducive to direct response copywriting. When you include a phone number the user need only tap the number to make the call.

Create an Obvious Call to Action

Large buttons or white space between hyperlinks makes it easy for large fingers to respond to your offer. Calls to action placed within the context of the article can be effective. However, include a call to action at the end of the post, such as click to read the full text article or go to the full site version.

B2B copywriting for mobile users involves more than shrinking content to fit a space. There’s a strategic copywriting element that must be considered and it involves putting yourself in the users place. Write to support an efficient mobile user experience.

By: Joan Damico

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