2012 0417 Content Strategy for Mobile Workshop at MoDevUX.pdf

Transcript

1. CONTENT STRATEGY FOR MOBILE @karenmcgrane #modevux
2. THERE’S NO SUCH THING AS CONTENT STRATEGY FOR MOBILE
3. http://www.flickr.com/photos/filamentgroup/5149016958/ CONTENT STRATEGY FOR OUR CRAZY MULTI-DEVICE FUTURE
4. CONTENT STRATEGY FOR EVERY CONTEXT
5. CONTENT STRATEGY FOR THE MOBILE-ONLY USER _25–28% of people who 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
6. MOBILE MINDSETS WHY ARE WE PICKING UP OUR PHONES?
7. I’M OUT AND ABOUT I’M ON THE GO AND NEED LOCAL INFORMATION.
8. I’M MICROTASKING I NEED AN ANSWER TO A QUESTION. NOW.
9. I’M BORED POCKET ROBOT. ENTERTAIN ME!
10. Bored Bored Bored Microtasking Microtasking Microtasking Local Local Local Bored Microtasking Microtasking Microtasking Local Bored Microtasking Local 25% Microtasking 44% Bored 31%
11. EXERCISE WHAT ARE YOU SEARCHING FOR?
12. CONTENT IS THE MAIN REASON WE USE OUR MOBILE DEVICES. (ASIDE FROM ANGRY BIRDS.)
14. Source: Content Strategy for the Web, 2nd Edition
15. USER NEEDS _Current needs: what data do you have showing 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?
16. RESTAURANT WEBSITE BUILT ENTIRELY USING FLASH Source: Google 30% of searches for restaurants come from mobile
17. ADVERTISER PLACES ITS URL IN A TV SPOT 86% say they use their smartphone while watching television Source: Nielsen, Google 79% of large advertisers do not have a mobile site
18. CORPORATION FINDS THAT MANY VISITS COME FROM COMMUTERS 47% use a smartphone on their way to work Source: Compete Pulse
19. SALES REPS NEED ACCESS TO PRODUCT COLLATERAL 78% of businesses plan to deploy tablets by 2013 47% want tools for their sales force Source: Model Metrics
20. RETAILER REALIZES THAT PEOPLE USE THEIR MOBILES IN-STORE 79% say they use their smartphone while shopping 74% have made a purchase as a result Source: Google
21. UNIVERSITY WANTS TO REACH PROSPECTIVE STUDENTS Source: Nielsen, Pew 62% of people 18–29 have a smartphone 94% of them use their phones to go online
22. GOVERNMENT MUST PROVIDE ACCESS TO ALL 60% with income below $25,000 have no Internet access at home Low income smartphone penetration jumped from 20% to 35% in 2011 Source: Nielsen, Pew
23. EXERCISE CONVINCE THE CEO Think about your company or organization. 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?
24. Source: Content Strategy for the Web, 2nd Edition
25. Build a separate mobile site Auto-redirect searches to your mobile site Send users who need more info to the desktop site ✘ ✘ ✘ Cut features and content not core to the mobile use case ✘
26. THE LONG TAIL OF CONTENT The last 20 or so pages still drive more than 1000 page views Source: Hubspot.com
27. BEWARE ADAPTIVE INTERFACES http://blogs.msdn.com/b/jensenh/archive/2006/03/31/565877.aspx
28. http://xkcd.com/869/ MOBILE SITES BREAK SEARCH
29. Paperbacks don’t arbitrarily strip out chapters just because the pages are small. Josh Clark, @globalmoxie
30. SIMPLIFY BEFORE YOU SUPPRESS
31. MOBILE IS A FILTER, NOT A FORK
33. NO FORKING WAY
35. INVENTORYING + AUDITING _Inventory: a quantitative, objective look at your 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?
36. CONTENT INVENTORY WHAT CONTENT DO YOU HAVE? There’s no way 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.
37. Section Page Name Page Template URL Owner Last Update Keywords Page Rank Notes 0.0 Home Homepage Homepage 4/17/2012 1.0 Our Products Our Products Landing Page Landing page 6/18/2011 1.1 Our Products Acme Cage Mousetrap Product page 6/18/2011 All product pages contain description, image and specs 1.2 Our Products Acme Snap Mousetrap Product page 6/18/2011 1.3 Our Products Acme Glue Mousetrap Product page 6/18/2011 1.4 Our Products Acme Mouse Poison Product page 6/18/2011 1.5 Our Products Acme Live-Catch Mousetrap Product page 6/18/2011 1.6 Our Products Acme Bucket Trap Product page 6/18/2011 2.0 Our Services Our Services Landing Page Landing page 2.1 Our Services In-home Consultation Landing page 2.2.0 Our Services Rodent Control Services Landing page 2.2.1 Our Services Trap Setting and Removal Article Page 2.2.2 Our Services Rodenticide Sprays Article Page 2.2.3 Our Services Mouse Contraceptives Article Page 2.2.4 Our Services Varmint Hunting Article Page 2.2.5 Our Services Cat Rental Article Page 2.3 Our Services Request a Brochure Form Sends to Excel 3.0 News and Insights News and Insights Landing Page Editorially controlled page 4/17/2012 3.1.0 News and Insights Pest Control Perspectives Listing Page 4/17/2012 3.1.1 News and Insights New Developments in Possum Monitoring Individual Whitepaper 4/1/2012 3.1.2 News and Insights Improving Pest Management and Reducing Pesticide Risks in Schools and Parks Individual Whitepaper 3/1/2012 3.1.3 News and Insights Is Pest Control for the Birds? Individual Whitepaper 2/1/2012 3.1.4 News and Insights Selling a Cheaper Mousetrap: Entry and Competition in the Retail Sector Individual Whitepaper 11/1/2011 3.1.5 News and Insights Mouse control: Are Individual Whitepaper 10/1/2007
38. TYPICAL CONTENT INVENTORY Inventories typically look at pages: _Page title, 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
39. CONTENT INVENTORY FOR MOBILE Mobile requires looking at chunks and 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
41. CONTENT AUDIT IS THE CONTENT ANY GOOD? The limits of 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
42. Supporting details or followup questions 1 MINUTE IMPRESSION Big questions 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
43. “Build a better mousetrap, and the world will beat a path to your door. — RALPH WALDO EMERSON ” you’re still going to have to develop a content strategy, if you want anybody to actually buy it.
44. YOU HAVE DEVELOPED THE PROVERBIAL “BETTER MOUSETRAP.”
45. EXERCISE MESSAGING Imagine your user taking a quick glance at 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?
46. Primary message, which can be apprehended at a glance. Possibly 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? > > > >
47. Source: Content Strategy for the Web, 2nd Edition
50. C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 50
51. WHY ARE NEWS ORGANIZATIONS THE INNOVATORS?
52. Masthead Hed: Headline, heading, head or title of a story, 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.
53. NAVIGATION _Wayfinding: approaches for presenting top level categories and landing 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!
54. CONTENT BEFORE NAVIGATION
55. ANCHOR LINK
56. TOGGLE
57. LEFT MENU
58. SWIPE DOWN
59. WAYS TO BREAK UP CONTENT
60. SCROLLING IS OKAY!
61. SCROLLING PAGE
62. ANCHOR LINKS
63. SHOW/ HIDE
64. PROGRESSIVE DISCLOSURE
65. EXTRA TAPS ARE OKAY!
66. In its purest format, progressive disclosure means offering a good teaser.
67. TAP FOR A REASON
68. EMERGING CONTENT PATTERNS
69. DRILLDOWN
70. SLIDESHOW
71. CALL TO ACTION
72. HYPERLINKS
73. NAVIGATION _Wayfinding: approaches for presenting top level categories and landing 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!
74. WRITE FOR THE CHUNK, NOT THE PAGE
78. TRUNCATION IS NOT A CONTENT STRATE...
83. A PACKAGE OF IMAGE CROPS
84. A PACKAGE OF TEXT OBJECTS Headlines: different character counts, different 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.
85. EXERCISE A PACKAGE FOR AMAZON Look at an Amazon product 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?
87. Source: Content Strategy for the Web, 2nd Edition
88. WORKFLOW _Meaningful Metadata: additional information that will allow applications to 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?
89. DEMYSTIFYING METADATA
90. METADATA PROGRAMMATICALLY BUILDS PAGES
91. Metadata is the new art direction. Ethan Resnick, @studip101
92. METADATA HELPS PRIORITIZE CONTENT
95. BETTER CMS WORKFLOW
96. BLOBS vs. CHUNKS
98. NPR’S CMS
99. Content admins hate all the fields. But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental
100. CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT
104. CONTEXTUAL INQUIRY USER PERSONAS USER SCENARIOS TASK ANALYSIS WORKFLOW MAPPING CARD SORTING CONTENT MODELING ITERATIVE PROTOTYPING USABILITY TESTING ANALYTICS DATA CONTEXTUAL INQUIRY USER PERSONAS USER SCENARIOS TASK ANALYSIS WORKFLOW MAPPING CARD SORTING CONTENT MODELING ITERATIVE PROTOTYPING USABILITY TESTING ANALYTICS DATA
105. “The happier people are, the better their content will be, the more content they’ll produce. —Patrick Cooper, NPR
106. “Beautiful software, even for back-end users, is becoming an expectation. We’re moving in this direction because we now understand that better content management systems foster better content. —Matt Thompson
107. WORKFLOW _Meaningful Metadata: additional information that will allow applications to 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?
108. ANALYTICS _You don’t know what people think is most important 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
109. OVERSIGHT _Users don’t make a distinction between how they interact 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
110. MOBILE DOESN’T MEAN ON-THE-GO. IT MEANS A HOLISTIC APPROACH TO MULTI-CHANNEL PUBLISHING.
111. IT’S DAUNTING, BUT IT’S ALSO AN OPPORTUNITY. HERE’S OUR CHANCE TO MAKE ALL OUR CONTENT BETTER.
112. WHILE WE’RE AT IT, LET’S MAKE OUR CMS WORKFLOW AND EDITORIAL PROCESS BETTER TOO.
113. THANKS! ROCK ON! @karenmcgrane karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149
117. CREATE ALTERNATIVE VERSIONS OF HEADLINES, INCLUDE Create multiple sets of 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.
118. 5 HEADLINE VERSIONS This article suggests writing 5 headlines for 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.
119. CONTENT PACKAGES: CREATE WELL-STRUCTURED AND MODULAR _For long blocks of 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.
120. SCANNABLE CONTENT People are reading with just one eye. Style 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.