Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when every word counts, consistency, messaging, and editorial strategy matter most. First things first: get your message right. We'll discuss how to prioritize communication goals to kick off the content strategy process, no matter the screen on which you're planning to communicate. Presented at Web Content: Going Mobile #wccon, June 6, 2011.

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© 2011© 2011
Margot Bloomstein
Web Content June 6, 2011
@mbloomstein | #wccon
FIRST THINGS FIRST:
GET YOUR MESSAGE RIGHT.

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© 2011
We’ve got this.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011
We’ve got this.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011

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© 2011
Ideal: foster experience in time
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”

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© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.

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© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”

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© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts

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© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
• Contextual relevance

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© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
• Contextual relevance
• Demand for relevance

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© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
• Contextual relevance
• Demand for relevance
• There’s only now

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© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for novelty
• History – press releases
• Future – “Upcoming”
• Variable contexts
• Contextual relevance
• Demand for relevance
• There’s only now
• 5 minutes from now

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© 2011
Good mobile experiences are
empowering to the point of
narcissism.

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Good mobile experiences are
empowering to the point of
narcissism…
So how can you maintain a
brand and experience between
the user and context?

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Quick to the point /
to the point no fakin’

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Mobile means (re)focusing.
Focusing demands content strategy.
• Hold fast to a clear message architecture
• Triage and support varying contexts
(and empower navigation between them)
• Layer secondary content—
don’t strip away “extraneous” details

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What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.

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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.

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Make us look
innovative,
but not risky.

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We’re smart,
but savvy…
that’s not us.

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It should say
traditional,
but edgy.

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Why do this?
• Maintain a consistent multi-channel UX
• Identify conflicting priorities
• Preserve voice in CTAs, error messages…
• Maintain long-term consistency
• Identify if mobile is even appropriate

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Here’s an example…
Empowering
• Direct
• Simplifying and savvy
Efficient
• Engaged, not overwhelming
• Streamlined
Responsive, helpful
• Proactive and anticipatory

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Proactive
White space &
clean lines
Unfussy

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Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible

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© 2011

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© 2011
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'm Little MOO - the bit of software that will be managing your order with
moo.com. It will shortly be sent to Big MOO, our print machine who will print it
for you in the next few days. I'll let you know when it's done and on its way to
you.
Remember, I'm just a bit of software. So, if you have any questions regarding
your order please first read our Frequently Asked Questions or contact customer
services (who are real people!)
Thanks,
Little MOO, Print Robot

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© 2011
Message architecture…
Cheeky
Customer oriented and responsive
Helpful

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Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without priority.

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What are varying contexts?
Good experiences triage and support
varying mobile contexts—and let users
navigate between them.

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What are varying contexts?
• What time is my flight this afternoon?
• Which gate am I going to again?
• Did they change the gate?
• My connection is tight—where do I run?
• Is there another delay?!
• Can I call the airline to reticket?

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Recombobulation area picture

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Layer, don’t limit
Triangulate between the message
architecture and user goals and tasks to
layer secondary content—don’t just
eliminate “extraneous” detail.

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Minimal detail
Layered information
Options to see more

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Layer, don’t limit…
or pay the price.

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H&M dress screenshots

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I want to buy this dress.
Do you have this dress?
I want to give you my money.

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What’s the message
architecture?
Who are you again?
What’s the use case
for this?

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© 2011

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© 2011
We can do better than this.
Content strategy can help.

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© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#WCCON
Feedback? http://spkr8.com/t/7729

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© 2011
Thank you!
Meghan Casey, Jonathan Kahn, Michael
Lohmiller, Rachel Lovinger, Karen McGrane,
Lis Pardi, The Cars
Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-
blogging-editorial-calendar/ and http://www.airportmagazine.net
Vanilla Ice image © Associated Press

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© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#wccon
Feedback? http://spkr8.com/t/7729