Developing a Mobile Content Strategy That Works

Mobile has changed nearly everything about our lives in the last

three to five years, from the way we interact with people to how we

access information and make daily decisions.

Here Shweiki teams up with Ahava Leibtag, author of The Digital Crown: Winning at Content on the Web and president of Aha Media Group, to present a must-watch marketing webinar on how to develop mobile content strategies that work.



or

Click here to download the audio podcast of this presentation.




 

Mobile Content Format

Figure 1

 

 

 

When dealing with mobile content engagement, the first challenge

typically occurs in the area of formatting, as one’s page can be viewed

differently from different platforms.

When looking at a site on a traditional desktop [Figure 1] , it typically looks very different than the view one would have when accessing it on their smartphone [Figure 2].

This can often create problems for brands, and as more and more

audiences are accessing a business’s site through their mobile devices,

if the site isn’t corrected, it will continue to cause problems down the

road.

 

Mobile Content Context

 



As in most situations, context is crucial, and it’s important to

figure out how one’s mobile content strategy is working for users. In

many cases, they are accessing content through mobile devices, and it’s

important to consider format, context, and use-case scenarios when

serving up content experiences, ensuring a pleasant experience for users

no matter what device they’re using to access it.

 

Understanding Content and Distribution

While the type and quality of content is obviously important, another

factor to consider is the format and distribution of said content–and

how it should be altered to properly target one’s audience. For example,

take the challenge of creating a public service announcement about the

effects of marijuana on the human brain as a way to explain to teenagers

that they should avoid use of the drug.

 



 



 

 

While the type and quality of content is obviously important, another

factor to consider is the format and distribution of said content–and

how it should be altered to properly target one’s audience. For example,

take the challenge of creating a public service announcement about the

effects of marijuana on the human brain as a way to explain to teenagers

that they should avoid use of the drug.

When it comes to effectively transmitting this message to teenagers,

an important factor to consider the format of the message. A content

format that would be appropriate for an educator like a white paper or a

curriculum would not be appropriate for a teenager, because a teenager

probably won’t download a white paper or read a curriculum. However,

given their fondness for sites like YouTube, a teenager is likely to be

interested in video, so that might be a good way to format the message

and reach them effectively.

Once one figures out the type of format for the content, the next step is deciding the best place to distribute the content.

The content isn’t the website; the content sits on the website. The

content isn’t the blog; it sits on the blog in the form of blog

articles. And Facebook is not content; it’s a delivery vehicle for

sharing content.

Thinking about content this way, as divorced from the form of

distribution until one decides what the best form of distribution and

format is, is really critical to thinking about how to deliver content

within a mobile format.

 

Use-Case Scenarios

Developing a use-case scenario is the process of understanding one’s

audience. When are users accessing one’s content? Are they looking for

entertainment or information? Are they fully engaged or glancing

through? In order to properly define one’s mobile strategy, one needs to

understand the strengths and weaknesses of their content.

This is where the importance of research comes in. It’s necessary for

a business to find out as much information as possible about who their

customers and targets really are so that they can truly understand the

different use-case scenarios. All in all, one needs to know how they’re

delivering content and whether they’re meeting the needs of the target

audience.