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Writing for Mobile
How to craft optimized content
for your mobile App
#content4mobile
Hosted by Chiara Nanni
2
On AppsBuilder
Bring your business mobile
Mobile Apps for
iPhone, android
and
HTML5 webapps
CREATE PROMOTE ENGAGE
App la...
3
Overview
Webinar Overview
Content Marketing principles
6 Tips on how to optimize content for mobile
Tips for submission ...
4
Content Marketing
The Ultimate Question:
WHY
SHOULD
CUSTOMERS CARE
ABOUT WHAT YOU
HAVE TO SAY?
5
Writing for Mobile
Mobile users are time-poor and expect a lot.
Your mobile content should reflect that.
It should respo...
6
K I S S
Keep It Simple Stupid
How?
7
Writing for Mobile Principles - 1
Your content should answer some
unmet need or question.
There are different types of n...
8
Writing for Mobile Principles - 2
Are they smartphonistas or tablet users?
UNDERSTAND YOUR AUDIENCE’S HABITS
Do they acc...
9
Writing for Mobile Principles - 3
It needs to be:
• Consistent
• Human
• Interesting
Step away from the sales
speak
Give...
10
Wrtiting for Mobile Principles - 4
Simply trying to “shrink” the desktop experience is not going to work.
76% of smartp...
11
Writing for Mobile Principles - 5
1. Set your business goals
2. Compare them with your audiences’ needs
3. Use the anal...
12
Mobile Optimized Content - TIPS
1 - KEEP IT RELEVANT
Answer a key question
Quality content means first of all relevant ...
13
Mobile Optimized Content - TIPS
2 - DISTRIBUTE CONTENT
Quality and Quantity both matter
Distribute your content on the ...
14
Mobile Optimized Content - TIPS
2.1 - DISTRIBUTE CONTENT
Quality and Quantity both matter
BLOTBottom Line on Top
Get to...
15
Mobile Optimized Content - TIPS
2.2 - DISTRIBUTE CONTENT
Quality and Quantity both matter
BLIMBottom Line in the Middle...
16
Mobile Optimized Content - TIPS
2.3 - DISTRIBUTE CONTENT
Quality and Quantity both matter
BLOBBottom Line on the Bottom...
17
Mobile Optimized Content - TIPS
3 - USE ONE IDEA PER PARAGRAPH
Content is not in the spotlight
80% 20%PAGE LAYOUT CONTE...
18
Mobile Optimized Content - TIPS
4 - USE ACTION WORDS AND LISTS
Links, buttons and calls to action do the trick
• Person...
19
Mobile Optimized Content - TIPS
5 – USE RICH MEDIA CONTENT
For every taste
Create an appealing media mix
with:
• Videos...
20
Mobile Optimized Content - TIPS
6 - DON’T FORGET TO PROOFREAD
It’s never enough
The effect of poor proofreading
on user...
21
Mobile Optimized Content - TIPS
TEST TIME!
Nowadays tabletts and
smartpones are more
popular than desktos and
with the ...
22
DOs and DON’Ts - example
ABOUT US PAGE
23
SUBMISSION TO
THE APP STORES
24
Submission to the App Stores - TIPS
APP NAME
LANGUAGE
DESCRIPTION
CATEGORY
No longer than 12 characters
Reflects your t...
25
Submission to the App Stores - TIPS
KEYWORDS
URL SUPPORT
CONTACT DETAILS
PRIVACY POLICY
Speak of your core business
For...
26
Contacts
Contacts
Tweet me #content4mobile @appsbuilder
AppsBuilder Support Forum
https://appsbuilder.zendesk.com/home
...
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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.

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Transcript of "How to write mobile optimized content for your app"

  1. 1. Writing for Mobile How to craft optimized content for your mobile App #content4mobile Hosted by Chiara Nanni
  2. 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. 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. 4 Content Marketing The Ultimate Question: WHY SHOULD CUSTOMERS CARE ABOUT WHAT YOU HAVE TO SAY?
  5. 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. 6 K I S S Keep It Simple Stupid How?
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22 DOs and DON’Ts - example ABOUT US PAGE
  23. 23. 23 SUBMISSION TO THE APP STORES
  24. 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. 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. 26 Contacts Contacts Tweet me #content4mobile @appsbuilder AppsBuilder Support Forum https://appsbuilder.zendesk.com/home Official Blog http://blog.apps-builder.com/ Drop us an email at support@apps-builder.com YouTube Channel for webinars and tutorials http://www.youtube.com/user/appsbuildercom/videos
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