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Mobile Content Writing
Spring 2013 Mette Fuglsang
Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Agenda › Usage & expectations › Mobile usage context › Small-space writing › Mobile content writing
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Usage & expectations › At the end of 2011, there were 6 billion mobile cellular subscriptions globally
› Equalling 87% of the world’s population having a mobile phone!
› By 2014, mobile internet usage is predicted to take over desktop internet usage
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Usage & expectations › Across regions, mobile browsing and application usage are growing at a rate of
7-9% per year… › At the end of 2011, almost 30 billion apps had been downloaded worldwide › The average smartphone user in the US has 22 mobile apps downloaded
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Usage & expectations › 71% expect quick load times › 5 sec. is the max time mobile users will wait for a website or application to load › 74% will leave a mobile website if it does not load within 5 sec. › 1/3 will go to a competitor’s website
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Mobile platform: Usage & expectations › Trying a website or an application 2 times is the max. for about 80% of mobile
users › Nearly half of mobile web users are unlikely to return to a website that they had
trouble accessing from their phone › Mobile users do not have much patience for retrying a website or application that
is not functioning initially
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Mobile usage context Mobiles are used › on-the-go › anywhere else… › for getting information › for entertainment › for browsing › for…?? › as the only device (netmagazine.com)
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Small-space writing › Cut the fat! › Be interesting, relevant, surprising › Be right on! › Create short sentences › Edit › Offer plenty of links › Use compelling headlines › Structure › Avoid too many images › Use plenty of white space › Create scannable blocks of text › Get rid of clutter
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Mobile content writing PATIENCE!!
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Mobile content writing Question: ‘How do we create mobile content that satisfies users’ needs while being on the go?’
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Mobile content writing Question: ‘How do we create mobile content that satisfies the company’s needs and purposes?’
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
How about… ….combining the two!
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Starting point ‘How do we create mobile content that satisfies the 1) customers’ AND 2) company’s needs ?’
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
1: Good content is appropriate How do we know when content is right for the user?
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Good content is appropriate Content is appropriate for the user when it helps them accomplish their goals! Content is perfectly appropriate for user when it: - Offers them precisely what they need - Exactly when they need it - In just the right form
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Assumptions about users… …are never 100% perfect SO -> Always give users the option of seeing more if they wish AND Be generous when supplying links
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
2: Good content is right for the business How do we know when content is right for the business?
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Good content is right for the business When your content helps you accomplish your business goals in a sustainable way, it is right for your business!
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Sustainable content Is content you can › Create › Manage › Maintain without spending too many resources › Maintain without lowering quality gradually › Assign to other employees
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Business objectives - examples ü ‘improve technical support service’ ü ‘increase sales’ ü ‘reduce printing costs for educational materials’ ü using sustainable processes
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
3: Good content is useful FOR EACH PIECE OF CONTENT: 1. Define a clear, specific purpose 2. Evaluate content against this purpose GREATER SPECIFICITY PRODUCES BETTER RESULTS…
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Content purposes - examples › ‘Sell products’ › ‘Sell this product’ › ‘List and demonstrate the benefits of this product’ › ‘Show how this product helps nurse practitioners’ THE PURPOSE MUST BE ABSOLUTELY CLEAR!
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
4. Good content is user-centered This implies: ü Meeting users’ genuine needs ü Avoiding creating content that is self-centered ü Omitting content designed for internal organizational use ü Using words/language without jargon ü Using words/language actually used by the users
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
5. Good content is clear Clarity in communication generally means: ü That we are easily understood ü That our users ‘get’ our message ü That they can react to our message ü The structure is easy to follow
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
6. Good content is consistent CONSISTENCY/ALIGNMENT/COHERENCE Reduces users’ cognitive load -> eases their understanding -> one of our primary goals as communicators
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
7. Good content is concise Assumption: Loads of content = great effort = interesting!! Situation: The Internet (endless ‘container’)
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Too much content… Creates: › Difficulties finding just the right information for users › A drop in quality › The notion of ‘let’s publish as much as we possibly can’ › Disturbs ‘the picture’ › Distracts the user
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Better… ü Publish what we know our users need …and let that be the guiding light!
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
8. Good content is supported …or ‘watered’ on a continuous basis… › Updated › Removed › Released on schedule › Maintained
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Content plan Or a ‘support plan’ ‘Weak function’ - underestimated - Produce - Revise - Publish content
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Benefit of a content plan › Human attention + › Content management systems › Time-consuming › Complex › Included in job descriptions › Job function
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Mobile Content Writing Mette Fuglsang Senior Lecturer
March 2013
Sources w.alistapart.com/articles www.warc.com › Halvorson, K. & Rach, M. Content Strategy for the web. 2nd ed. New Riders › Berman, M. The Copywriter’s Toolkit. 1st ed. 2012 Wiley-Blackwell › www.alistapart.com/articles
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