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

23.
23
SUBMISSION TO
THE APP STORES

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
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