MASTERING MOBILE CONTENT

MOBILE ACADEMY MAY 2014

CONTENT IS EVERYWHERE AND EVERYTHING

WHAT IS THE USER TRYING TO DO?

“Context”

IT IS NOT OK TO JUST REUSE CONTENTFROM THE WEB

• Give the user an actionable answer to their need without having to scroll.

• Think about download speeds. Let the user choose to the high bandwidth option if they want, don’t force it on them. BBC app is good at this.

• 600 word SEO articles are for suckers. Go for 200 or less or 1000 and over.

THE INVERTED PYRAMID

• Assume no-one is going to read the full story.

• Say the most important things first

• Leave quotes, opinions and nice-to-haves until after the essential facts are covered.

Lede

Body

Tail

Link

TIPS FOR WRITING GREAT CONTENT(PART 1)

• Write and edit in an iterative cycle.

• Read it out loud (loud enough that someone else in the room could hear).

• Have someone else / preferably a few other people read it and feed back.

• Publish as soon as you can and then immediately start work on V2.

TIPS FOR WRITING GREAT CONTENT (PART 2)

• Quality over quantity. Many iterations, few pages.

• Optimise for search and social as much as possible but never to the detriment of the story.

• Be patient, be realistic. One person persuaded is worth ten thousand empty hits.

• Check your spelling, check your grammar. If don’t, how can I know you’ve checked your facts?

QUESTIONS?