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THIS MOBILE MOMENT An Introduction to Mobile Content Strategy
COLLEEN JONES Principal, Content Science
TIM JONES Interim CCO, NC State University
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Mobile Is About the Moment
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TOGAS
THOUGHTS
TIME
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CHRONOS: ORDERLY TIME
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KAIROS: MAGICAL TIME
THE OPPORTUNE MOMENT
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The Possibility: RIGHT TIME
RIGHT PLACE RIGHT CONTENT
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At Home: Help Me Plan?
On site?
In store?
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On the Go: Buy Now?
Not linked
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In the Store: Show Me the Way?
Hard to read
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The Reality: RIGHT TIME
RIGHT PLACE WRONG CONTENT
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Has this happened to you?
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Why? CONTENT DUMPING
HELP!
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FIND YOUR MOBILE MOMENT
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When + where do customers turn to you?
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There might be many moments…which one is opportune?
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1. It’s common.
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Saving time?
Killing time?
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Is your mobile moment about saving time or killing time?
(It’s not about both.)
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2. It’s valuable.
$
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Reach
Reputation
Funding
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Flu Vaccine
Health Costs
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Sales?
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Mobile phone users say they would make more purchases if • the process were not so cumbersome, • products were easier to find, and • their devices supported secure credit card transactions.
Mobile Commerce: Ahead of Its Time
“
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Does your mobile moment help save money or make money?
(It’s likely not the direct sale. Yet.)
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Name the opportune moment.
NAME ME OR LOSE ME
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WHAT’S HAPPENING?
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Content Science
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A good mobile moment seems magical.
But mobile content doesn’t happen by magic.
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PLAN for the MOBILE MOMENT
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The moment is your guide.
Editorial Strategy
Architecture Strategy
WHAT’S HAPPENING?
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Editorial Strategy
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Editorial Strategy
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Editorial Strategy
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TIP: Curating Content
Clearly define criteria for what’s in + what’s out.
Editorial Strategy
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Content Science
Architecture Strategy
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Content Science
Architecture Strategy
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Architecture Strategy
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Architecture Strategy
TIPS: Re-using Content
Make it easy for content contributors + writers.
Understand the elements of your content.
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Plan to evaluate results, too.
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TIPS: Evaluating Content
Do more than collect + report the data.
Evaluate the quality of interactions.
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WRAPPING UP
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Find, name + plan your mobile moment— or you’ll miss it.
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QUESTIONS?
COLLEEN JONES @leenjones
content-science.com
TIM JONES @timjonesonline ncsu.edu
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First person to ask gets one of these.