How to write mobile optimized content for your app
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Transcript of How to write mobile optimized content for your app
Writing for Mobile
How to craft optimized content for your mobile App
#content4mobile
Hosted by Chiara Nanni
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On AppsBuilder
Bring your business mobile
Mobile Apps foriPhone, android
and HTML5 webapps
CREATE PROMOTE ENGAGE
App landing page,Social sharing,
QR Code generator,App store submission
Mailing lists,Form generator,
Push notifications,Promo pop ups
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Overview
Webinar Overview
Content Marketing principles
6 Tips on how to optimize content for mobile
Tips for submission to the App Stores
Q&A Session
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Content Marketing
The Ultimate Question:
WHY
SHOULD
CUSTOMERS CARE
ABOUT WHAT YOU
HAVE TO SAY?
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Writing for Mobile
Mobile users are time-poor and expect a lot.Your mobile content should reflect that.
It should respond to a need, which usually is the completion of a task.
The ugly truth:
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K I S SKeep It Simple Stupid
How?
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Writing for Mobile Principles - 1
Your content should answer some unmet need or question.
There are different types of needs:
• Practical(flight times, locations, event details)
• Emotional(bios, fun facts, gift tips)
FULFILL A NEED
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Writing for Mobile Principles - 2
Are they smartphonistas or tablet users?
UNDERSTAND YOUR AUDIENCE’S HABITS
Do they access content by topic or by format?
What is their attention span?
Do they value media content like videos?
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Writing for Mobile Principles - 3
It needs to be:
• Consistent
• Human
• Interesting
Step away from the sales speak
Give your point of view
Give useful information
DELIVER A GREAT READ
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Wrtiting for Mobile Principles - 4
Simply trying to “shrink” the desktop experience is not going to work.
76% of smartphone users read in PORTRAIT
RETHINK UX THROUGH DESIGN
Tailoring is branding!
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Writing for Mobile Principles - 5
1. Set your business goals
2. Compare them with your audiences’ needs
3. Use the analytics
TREASURE FEEDBACK
Breakdown of users by DEVICE
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Mobile Optimized Content - TIPS
1 - KEEP IT RELEVANTAnswer a key question
Quality content means first of all relevant content.
Average user’s attention span:
Between 3 and 5 seconds!
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Mobile Optimized Content - TIPS
2 - DISTRIBUTE CONTENTQuality and Quantity both matter
Distribute your content on the page according to what you are trying to achieve.
Three Strategies:
BLIM – BLOT - BLOB
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Mobile Optimized Content - TIPS
2.1 - DISTRIBUTE CONTENTQuality and Quantity both matter
BLOTBottom Line on Top
Get to the point first, then expand on the topic.
GREAT FOR:• Blog Posts• Press Releases• Notices
WHY:Catch reader’s attention right away!
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Mobile Optimized Content - TIPS
2.2 - DISTRIBUTE CONTENTQuality and Quantity both matter
BLIMBottom Line in the Middle
Also known as the KISS-KICK-KISS technique.
GREAT FOR:• Bad news• Payment notifications
WHY:It softens the overall effect of your message
NEGATIVE
POSITIVE
POSITIVE
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Mobile Optimized Content - TIPS
2.3 - DISTRIBUTE CONTENTQuality and Quantity both matter
BLOBBottom Line on the Bottom
MAIN MESSAGE
UsefulInfo
Needgeneration
You have to gradually lead your readers to your desired conclusion.
GREAT FOR:• Purchase offers• Subscriptions
WHY:Persuading to take an action
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Mobile Optimized Content - TIPS
3 - USE ONE IDEA PER PARAGRAPHContent is not in the spotlight
80% 20%PAGE LAYOUT CONTENT
Headlines should be:
• Concise
• Interesting
• Suggesting but not revealing
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Mobile Optimized Content - TIPS
4 - USE ACTION WORDS AND LISTSLinks, buttons and calls to action do the trick
• Personalize the ACTION WORD(Do, See, Make, Get…)
• Prioritize if you have to with differentbullet points (1,2,3 vs. A,B,C)
• No more than 10 items per list
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Mobile Optimized Content - TIPS
5 – USE RICH MEDIA CONTENTFor every taste
Create an appealing media mix with:• Videos• Images• Podcasts
Also think about:• Graphs• Charts• Infographics
Extra features:• Direction widgets
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Mobile Optimized Content - TIPS
6 - DON’T FORGET TO PROOFREADIt’s never enough
The effect of poor proofreading on users is also known as the Spinach in your Teeth Syndrome (SITS):
How do you react when someone who is talking to you happens to have a spinach leaf stuck between their teeth?
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Mobile Optimized Content - TIPS
TEST TIME!
Nowadays tabletts and smartpones are more popular than desktos and with the number of mmobilesubscribrs expected to outgrow the wotldpopulaation by the end of 2014, busineses are racyngto integrate mobile in thermarketing strattegies.
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DOs and DON’Ts - example
ABOUT US PAGE
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SUBMISSION TO
THE APP STORES
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Submission to the App Stores - TIPS
APP NAME
LANGUAGE
DESCRIPTION
CATEGORY
No longer than 12 characters
Reflects your target market
Essential for search engines
Essential for Stores searches
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Submission to the App Stores - TIPS
KEYWORDS
URL SUPPORT
CONTACT DETAILS
PRIVACY POLICY
Speak of your core business
For users to access extra content
To contact you in case of need
To inform customers
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Contacts
ContactsTweet me #content4mobile @appsbuilder
AppsBuilder Support Forumhttps://appsbuilder.zendesk.com/home
Official Bloghttp://blog.apps-builder.com/
Drop us an email at [email protected]
YouTube Channel for webinars and tutorialshttp://www.youtube.com/user/appsbuildercom/videos