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 support@apps-builder.com

YouTube Channel for webinars and tutorialshttp://www.youtube.com/user/appsbuildercom/videos