use the mobile web never or rarely use the desktop _That’s 11% of US mobile phone users — about 5 million people _Tend to be black, Hispanic, low-income, under 21 or over 50
how people use mobile today? _Unmet needs: how are you failing mobile users today? _Future needs: can you anticipate future trends, as mobile usage outpaces the desktop? BUSINESS GOALS _Increased sales: how are customers using mobile throughout the decision process? _Decreased costs: how can mobile make you more efficient? _Missed opportunities: are you ignoring mobile behaviors? CORE STRATEGY WHY BE ON MOBILE?
Write down the following: 1. Who is your audience? What types of people need information or services from you? 2. What are your business goals? What do you hope to achieve through your communications? 3. Imagine you have a meeting with your chief executive to convince him or her that you need a more robust mobile content strategy. What are your 3–5 main talking points? How will you persuade him or her?
content that describes what you’ve got _Audit: a qualitative, subjective review of your content to determine if it’s worth keeping MESSAGING _Messaging Architecture: 1 second, 10 second, and 1 minute impressions map roughly to mobile screen sizes _Rewriting: here’s your chance to remove outdated information and delete marketing jargon SUBSTANCE WHAT ARE WE GOING TO SAY?
you can look at all the pages of your site. Like with any research, your goal is to ensure you look at a representative sample of your content: _How broad will you go? Will you look at every section or just a subset? _How deep do you need to go? Will you stop after a set number of levels? _How do you ensure you see examples of all the different content types? _Will you follow common pathways that users are likely to take? _Can you find content that has been lost or hidden? Remember you can continue updating this document as you go.
including the main title and what appears in the meta <title> tag _Content type or CMS template _Page URL _Content owner and/or person who last updated the page _Date the page was created and/or last updated _Keywords that describe the page _Page rank or number of visits
page elements: _Character or word count for headlines, subheads, and page summaries _Character or word count for body copy _Image dimensions or standard crop ratios or cut sizes _Common modules reused across pages (for example, in the right column,) which may need to be handled differently on mobile screens _Content format, especially .pdf, .doc, .ppt, or other document formats that won’t condense well on mobile screens _Use of Flash or any other technology that just won’t work on a mobile device
mobile provide a useful lens through which to view your content: _Jargony: Is it useful information or marketing-speak? _Rambling: How long is it? Is it providing value or just blathering on? _Unnecessary: When was the last time someone looked at this content? _Outdated: When was the last time someone updated this content? _Unstructured: Is the text broken up into bite-sized chunks, or is it a giant unstructured blob? _Buried Lede: Is the most important information at the top? Conducting an audit will help you determine if you should keep, delete, edit, or create new content. 41
like “what” + “why”? 10 SECOND IMPRESSION Primary message 1 SECOND IMPRESSION MESSAGING ARCHITECTURE Glance at a mobile screen Reading a single mobile screen Tapping or scrolling to additional screens
her phone. What is the ONE main idea you want to communicate about your mousetrap? It’s Fast? Clean? Cheap? Environmentally-friendly? Easy-to-use? Imagine your user focusing on her phone and reading a single screen. What do you want her to take away from this screen? It’s fast because it’s a vicious killing machine? It’s clean because you’re germophobic? It’s friendly because you send the mice to a park? Imagine your user picks up her thumb to navigate or to scroll. What additional 3–5 points do you want to have just a tap away? Cost? Loyalty program? Tips for reducing infestations? Mouse disposal?
a headline or the first sentence or two of the page. Primary message, which can be apprehended at a glance. Possibly a headline or the first sentence or two of the page. Secondary message, which requires the reader to focus, but not for more than 10 seconds or so. The secondary message should take up about one screen of text. You might imagine that this would be about 100 words on a standard mobile phone screen. The secondary message should answer the big questions like “what is your product” and “why should I care about it?” Assuming you’ve piqued your reader’s interest, she should be willing to read this much. secondary message should answer the big questions like “what is your product” and “why should I care about it?” Assuming you’ve piqued your reader’s interest, she should be willing to read this much. Supporting Message What else do you want your reader to know? Supporting Message What else do you want your reader to know? Supporting Message What else do you want your reader to know? Supporting Message What else do you want your reader to know? > > > >
rarely a complete sentence. Dek: Deck, blurb, or article teaser or sub-headline. A phrase or two between the headline and the body of the article that explains what the story is about. Lede: Lead, as in leading paragraph, usually the first sentence, or in some cases the first two sentences, ideally 20-25 words in length. An effective lead is a brief, sharp statement of the story's essential facts. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. •Nut graf •Nutshell paragraph •Summarizes the story's content •Often bullet- pointed •Sometimes set off in a box Captions are photo headlines Cutlines are the words (under the caption, if there is one) describing the photograph or illustration.
pages _Content presentation: break out of desktop patterns and embrace new mobile structures CHUNKING _Write for the chunk, not the page _Flexible system: different sizes and purposes for headlines, summaries, images, and other content elements STRUCTURE STRUCTURED CONTENT IS THE SECRET!
pages _Content presentation: break out of desktop patterns and embrace new mobile structures CHUNKING _Write for the chunk, not the page _Flexible system: different sizes and purposes for headlines, summaries, images, and other content elements STRUCTURE STRUCTURED CONTENT IS THE SECRET!
tones Super headers + subheaders: can be combined with headlines as needed Summaries + teasers: more than one version might be needed as well Don’t write for a specific context (iPhone, mobile web, Facebook, Twitter.) Write a flexible package.
page on desktop and mobile. What additional content elements would make this product page easier to read and navigate on a mobile device? _Different headers? _Different versions of headers? _Summaries and teasers of each section? _Better writing?
query the content _Improved CMS: we can’t deliver on the promise of multi- channel publishing without tools to support it GOVERNANCE _Analytics: measuring content engagement and defining priorities _Oversight: organizational structures for creating, managing, and maintaining content WORKFLOW + GOVERNANCE WHAT NEEDS TO CHANGE?
query the content _Improved CMS: we can’t deliver on the promise of multi- channel publishing without tools to support it GOVERNANCE _Analytics: measuring content engagement and defining priorities _Oversight: organizational structures for creating, managing, and maintaining content WORKFLOW + GOVERNANCE WHAT NEEDS TO CHANGE?
on mobile until you get your content on mobile _It’s okay to prioritize content differently for mobile, if you’re not just guessing about what people want _Track searches, page views, and engagement by device type to see if there are any differences
with you on the desktop and how they interact with you on mobile _Don’t reward people for creating different experiences by building them into your org chart _One holistic approach to creating, maintaining, and governing content across all channels
headlines to accommodate different platforms and various places throughout the site. A headline should make sense whether it appears on the front page, in a listing of search results, or suggested related content. A headline should make sense whether or not it is accompanied by the clarifying text of a sub-headline (short, 60 characters or less) or a summary (up to two or three sentences). _When creating a headline, create multiple versions with varying character lengths. _When appropriate, copywrite the headlines to be actionable text. _Sub-headlines and summaries are helpful as a content preview when space is limited. _Use heading elements (h1-h6) so that your headlines are compliant with mobile search results.
SEO: 1. On page 2. HTML title + Google results 3. Google news results 4. Link to your story on other pages 5. Social media They don't even get into the alternate lengths for front page vs. side bar.
body copy, ask yourself it makes sense to create an alternate, shorter version. _For product descriptions or summary copy, create multiple versions - one long (two paragraphs or more), one medium (three to five sentences), and one teaser (140 characters or less). _Different tones for different contexts _For headlines, create two versions. One long, one short. _For images, cut multiple versions - as a general rule: a thumbnail, a medium-sized cut and large cut. _Don’t Create content contingent on design. _Don’t Organize content for just one platform. _Assume copy tone and voice will always be interpreted in the same. _Truncate text in lieu of writing alternate text.
and structure your text for maximum scannability _Find new ways to use text elements that already exist. _Lists, bullet points, and quotes should be entered into the CMS as structured entities. _Keep sidebar content or additional information not contained within the body of the story. _Keep pull quotes - they are just as effective to bring the reader into the story online as they are in print. _Use a style guide for calling out design elements so they don't get lost and making them scannable.
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