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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.