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How to write mobile optimized content for your app


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Tips and tricks to optimize your app's content and maximize your chances to get your app published on app stores.

Tips and tricks to optimize your app's content and maximize your chances to get your app published on app stores.

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  • 1. Writing for Mobile How to craft optimized content for your mobile App #content4mobile Hosted by Chiara Nanni
  • 2. 2 On AppsBuilder Bring your business mobile Mobile Apps for iPhone, 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
  • 3. 3 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
  • 4. 4 Content Marketing The Ultimate Question: WHY SHOULD CUSTOMERS CARE ABOUT WHAT YOU HAVE TO SAY?
  • 5. 5 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:
  • 6. 6 K I S S Keep It Simple Stupid How?
  • 7. 7 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
  • 8. 8 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?
  • 9. 9 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
  • 10. 10 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!
  • 11. 11 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
  • 12. 12 Mobile Optimized Content - TIPS 1 - KEEP IT RELEVANT Answer a key question Quality content means first of all relevant content. Average user’s attention span: Between 3 and 5 seconds!
  • 13. 13 Mobile Optimized Content - TIPS 2 - DISTRIBUTE CONTENT Quality and Quantity both matter Distribute your content on the page according to what you are trying to achieve. Three Strategies: BLIM – BLOT - BLOB
  • 14. 14 Mobile Optimized Content - TIPS 2.1 - DISTRIBUTE CONTENT Quality 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!
  • 15. 15 Mobile Optimized Content - TIPS 2.2 - DISTRIBUTE CONTENT Quality 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
  • 16. 16 Mobile Optimized Content - TIPS 2.3 - DISTRIBUTE CONTENT Quality and Quantity both matter BLOBBottom Line on the Bottom MAIN MESSAGE Useful Info Need generation You have to gradually lead your readers to your desired conclusion. GREAT FOR: • Purchase offers • Subscriptions WHY: Persuading to take an action
  • 17. 17 Mobile Optimized Content - TIPS 3 - USE ONE IDEA PER PARAGRAPH Content is not in the spotlight 80% 20%PAGE LAYOUT CONTENT Headlines should be: • Concise • Interesting • Suggesting but not revealing
  • 18. 18 Mobile Optimized Content - TIPS 4 - USE ACTION WORDS AND LISTS Links, buttons and calls to action do the trick • Personalize the ACTION WORD (Do, See, Make, Get…) • Prioritize if you have to with different bullet points (1,2,3 vs. A,B,C) • No more than 10 items per list
  • 19. 19 Mobile Optimized Content - TIPS 5 – USE RICH MEDIA CONTENT For every taste Create an appealing media mix with: • Videos • Images • Podcasts Also think about: • Graphs • Charts • Infographics Extra features: • Direction widgets
  • 20. 20 Mobile Optimized Content - TIPS 6 - DON’T FORGET TO PROOFREAD It’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?
  • 21. 21 Mobile Optimized Content - TIPS TEST TIME! Nowadays tabletts and smartpones are more popular than desktos and with the number of mmobile subscribrs expected to outgrow the wotld populaation by the end of 2014, busineses are racyng to integrate mobile in ther marketing strattegies.
  • 22. 22 DOs and DON’Ts - example ABOUT US PAGE
  • 24. 24 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
  • 25. 25 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
  • 26. 26 Contacts Contacts Tweet me #content4mobile @appsbuilder AppsBuilder Support Forum Official Blog Drop us an email at YouTube Channel for webinars and tutorials