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Text content for mobile Text content for mobile Presentation Transcript

  • Mobile Content WritingSpring 2013Mette Fuglsang
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerAgenda›  Usage & expectations›  Mobile usage context›  Small-space writing›  Mobile content writing 14/03/13 2
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerUsage & expectations›  At the end of 2011, there were 6 billion mobile cellular subscriptions globally›  Equalling 87% of the world’s population having a mobile phone!›  By 2014, mobile internet usage is predicted to take over desktop internet usage 14/03/13 3 View slide
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerUsage & expectations›  Across regions, mobile browsing and application usage are growing at a rate of 7-9% per year…›  At the end of 2011, almost 30 billion apps had been downloaded worldwide›  The average smartphone user in the US has 22 mobile apps downloaded 14/03/13 4 View slide
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerUsage & expectations›  71% expect quick load times›  5 sec. is the max time mobile users will wait for a website or application to load›  74% will leave a mobile website if it does not load within 5 sec.›  1/3 will go to a competitor’s website 14/03/13 5
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerMobile platform:Usage & expectations›  Trying a website or an application 2 times is the max. for about 80% of mobile users›  Nearly half of mobile web users are unlikely to return to a website that they had trouble accessing from their phone›  Mobile users do not have much patience for retrying a website or application that is not functioning initially 14/03/13 6
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerMobile usage contextMobiles are used›  on-the-go›  anywhere else…›  for getting information›  for entertainment›  for browsing›  for…??›  as the only device(netmagazine.com) 14/03/13 7
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerSmall-space writing›  Cut the fat!›  Be interesting, relevant, surprising›  Be right on!›  Create short sentences›  Edit›  Offer plenty of links›  Use compelling headlines›  Structure›  Avoid too many images›  Use plenty of white space›  Create scannable blocks of text›  Get rid of clutter 14/03/13 8
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerMobile content writing PATIENCE!! 14/03/13 9
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerMobile content writingQuestion:‘How do we create mobile content that satisfies users’ needswhile being on the go?’ 14/03/13 10
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerMobile content writingQuestion:‘How do we create mobile content that satisfies the company’s needs andpurposes?’ 14/03/13 11
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerHow about…….combining the two! 14/03/13 12
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerStarting point‘How do we create mobile content that satisfies the1) customers’ AND2) company’s needs ?’ 14/03/13 13
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer1: Good content is appropriateHow do we know when content is right for the user? 14/03/13 14
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerGood content is appropriateContent is appropriate for the user when it helps themaccomplish their goals!Content is perfectly appropriate for user when it:-  Offers them precisely what they need-  Exactly when they need it-  In just the right form 14/03/13 15
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerAssumptions about users……are never 100% perfect SO->Always give users the option of seeing more if they wishANDBe generous when supplying links 14/03/13 16
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer2: Good content is right for the businessHow do we know when content is right for thebusiness? 14/03/13 17
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerGood content is right for the businessWhen your content helps you accomplish yourbusiness goals in a sustainable way, it is right foryour business! 14/03/13 18
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerSustainable contentIs content you can›  Create›  Manage›  Maintain without spending too many resources›  Maintain without lowering quality gradually›  Assign to other employees 14/03/13 19
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerBusiness objectives - examplesü ‘improve technical support service’ü ‘increase sales’ü ‘reduce printing costs for educational materials’ü using sustainable processes 14/03/13 20
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer3: Good content is usefulFOR EACH PIECE OF CONTENT:1.  Define a clear, specific purpose2.  Evaluate content against this purposeGREATER SPECIFICITY PRODUCES BETTER RESULTS… 14/03/13 21
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerContent purposes - examples›  ‘Sell products’›  ‘Sell this product’›  ‘List and demonstrate the benefits of this product’›  ‘Show how this product helps nurse practitioners’THE PURPOSE MUST BE ABSOLUTELY CLEAR! 14/03/13 22
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer4. Good content is user-centeredThis implies:ü Meeting users’ genuine needsü Avoiding creating content that is self-centeredü Omitting content designed for internal organizational useü Using words/language without jargonü Using words/language actually used by the users 14/03/13 23
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer5. Good content is clearClarity in communication generally means:ü That we are easily understoodü That our users ‘get’ our messageü That they can react to our messageü The structure is easy to follow 14/03/13 24
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer6. Good content is consistentCONSISTENCY/ALIGNMENT/COHERENCEReduces users’ cognitive load -> eases their understanding -> one of our primarygoals as communicators 14/03/13 25
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer7. Good content is conciseAssumption:Loads of content = great effort = interesting!!Situation:The Internet (endless ‘container’) 14/03/13 26
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerToo much content…Creates:›  Difficulties finding just the right information for users›  A drop in quality›  The notion of ‘let’s publish as much as we possibly can’›  Disturbs ‘the picture’›  Distracts the user 14/03/13 27
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerBetter…ü Publish what we know our users need…and let that be the guiding light! 14/03/13 28
  • Mobile Content Writing March 2013 Mette Fuglsang Senior Lecturer8. Good content is supported…or ‘watered’ on a continuous basis…›  Updated›  Removed›  Released on schedule›  Maintained 14/03/13 29
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerContent planOr a ‘support plan’‘Weak function’ - underestimated-  Produce-  Revise-  Publish content 14/03/13 30
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerBenefit of a content plan›  Human attention +›  Content management systems›  Time-consuming›  Complex›  Included in job descriptions›  Job function 14/03/13 31
  • Mobile Content Writing March 2013 Mette Fuglsang Senior LecturerSourcesw.alistapart.com/articleswww.warc.com›  Halvorson, K. & Rach, M. Content Strategy for the web. 2nd ed. New Riders›  Berman, M. The Copywriter’s Toolkit. 1st ed. 2012 Wiley-Blackwell›  www.alistapart.com/articles 14/03/13 32