Marketing

Travel Writing 101: Understanding Mobile Moments

Travel Writing 101: Understanding Mobile Moments

Travel as a concept hasn’t changed much. From family holidays to honeymoons and exotic escapes, people’s need and love for travel has remained constant. However, the way prospective travellers research, plan, book and experience their getaways has changed dramatically over recent years, thanks to mobile.

Mobile Moments

Travellers are increasingly turning to mobile to make informed decisions faster than ever before. For marketers, this phenomenon has enormous implications for the entire customer journey across devices and channels.

Because mobile devices allow us to take action on any need or curiosity at any time, the customer journey has been split into hundreds of tiny decision-making moments at every stage, creating micro-moments. These are the moments when we turn to a device like our smartphones to act on whatever we need or want right now.  

Writing for mobile does not mean writing less; it means writing smarter. Understanding how mobile content is consumed means you can structure your writing to meet consumers wherever they are: standing in a queue, on the school run, in a doctor’s waiting room or on the work commute.

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Creating a Travel Micro-moments Strategy

Most consumers are not brand committed. According to findings by Google, 72% percent of travellers agree that when researching on their smartphones, they look for the most relevant information regardless of the travel company. For travel brands, this means you have to earn (and re-earn) each person's consideration in every micro-moment they experience. Here’s how:

1) Be there

You can't win if you're not in the game. Identify the micro-moments for travellers that fit your business, then commit to being there when they happen.

2) Be useful

If you want to win the hearts and minds (and business) of travellers, you'll need to do more than just show up. Be relevant to the person's need in that moment. Connect them to the inspiration they're looking for and to the answers they want.

3) Be quick

Mobile users want immediate gratification. Consumers are making decisions faster than ever before. Write snackable, easily digestible copy with comfortable white space.

4) Be clear

Cognitively, a paragraph is a complete thought. If that thought is too long, the reader becomes impatient and moves on. Short, to-the-point paragraphs draw the eye in a predictable rhythm through the article.

Writing for Mobile — the Rules

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Mobile Copy Formula:

  • Title/subtitles: one phrase that describes key takeaway for what comes next
  • First paragraph establishes the key takeaway for the whole piece of content
  • Second paragraph highlights facts supporting the key takeaway
  • Only add more content if it will enrich your reader’s knowledge, insight and understanding
          (focus on your reader’s needs, not your own)

Front-loading: Writing for mobile means instantly demonstrating value for the reader. The easiest way to achieve this is by putting key information front and centre. Eight out of ten people read titles, but only two out of ten people read some or all of the body copy. If you make your point in short, sticky titles and subtitles, people who don’t read on will still take away the main message.

Think of front-loading as your front line. If you’re going to do battle against content clutter, you need to send in your big guns first.  >>Tweet this<<

Quality trumps quantity: Mobile readers still read articles. In fact, they might read more content on their mobile devices than any other platform because they have instant access, anywhere and everywhere. Writing for mobile means cramming more value into a smaller space and highlighting the important takeaways for your reader.

Size matters: Small screens require succinct titles. Use subtitles to break up content and make it more easily scanned by impatient or multitasking readers.

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Tricks for Short Attention Spans:

  • Kill clichés, make up juicy metaphors instead
  • Engage the senses
  • Only leverage superlatives where these are honest, earned or credible
  • Highlight what is intriguing, new or important to the reader, not your site

 


Need to take your travel or hospitality brand to new places? We’re your inbound marketing experts. Contact us today.  


 

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