There’s also the fact tablet screens are smaller than PCs and considerably larger than most smartphones.

The touch-screen also introduces an interactive element and being a portable device, users are using it on the go.

So what does this mean for content? Much like the difference between mobile and PC content, if people are interacting with a tablet differently, the content should be tailored to their needs.

But is it realistic to produce 3 versions of every piece of content? If budgets allow, it’s a great thing to do. Your content is tailored to the specific audience and you can take advantage of the nuances of each device. But in reality, most companies don’t have a bottomless budget for content.

Content formats help you COPE

One method often held up as a way to get round this idea of 3 copies of every piece of content is Create Once Publish Everywhere (COPE).

Just one piece of content is created and different elements of it are displayed depending on which device or platform it’s read on.

That’s where content formats are useful. We’re increasingly hearing from clients who want content formats that take into account mobile, tablet and desktop.

Some of these work hand-in-hand with semantic mark-up and responsive design elements, where the site design – and the content within it – changes depending on the size of your browser.

Each format works in different ways, depending on your content’s goals. But they usually split your content into a distinct hierarchy of modules.

On a mobile site, the first module may be the only one displayed. On a tablet the user might access the first 2 or 3 modules; while the desktop site displays it all.

Device-specific calls to action

At each stage, the calls to action are specific to the device. On mobile this could be a ‘click to call’ link, while on tablet it could be a video or picture gallery.

As well as structuring your content so your message is consistent across devices, it also allows you to offer the most effective content for each device.

A long registration form on mobile is unlikely to get the same engagement from a user as a button which allows them to call you. And a video or image gallery is far more likely to be used on a touch-screen tablet – because users are more relaxed than they are on a desktop.

This means that by producing content formats, you can create a toolkit to ensure – wherever your content is being read – it’s tailored to the way your users will interact with it.