Q. McElroy prepared this handout on mobile storytelling for journalists at Columbus NewsTrain on Oct. 21, 2017. She is the director of engagement and optimization for Cox Media Group in Atlanta. The handout discusses reasons to focus on mobile storytelling and ways to be effective with mobile storytelling, as well as tips on SEO (search-engine optimization). It accompanies her presentation: "Mobile Storytelling: Making Smart Choices." NewsTrain is a training initiative of Associated Press Media Editors (APME). More info: http://bit.ly/NewsTrain

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Storytelling on Mobile: Making Smart Choices
Q. McElroy | qmcelroy@coxinc.com | @qmcelroy
A growing number of U.S. adults – 43% — often get news from online compared to traditional platforms
such as TV, radio and newspaper. Overall, 85% of adults get news online sometimes, while 67% get news from
social media. Think this growth is driven by millennials only? Think again! According to Pew Research, for the first
time, more than half of adults ages 50 and older get news from social.
To reach this evolving audience, we must better connect with them. This means integrating our content and
information into their daily habits, which overwhelmingly include mobile apps, social media and emerging
technology. Remember: Mobile = Social = Engagement.
▪ “Key Trends in Social and Digital News Media”: http://pewrsr.ch/2fK9az3
▪ “News Use Across Social Media Platforms”: http://pewrsr.ch/2vMCQWO
▪ Smartphone ownership: http://pewrsr.ch/2inUJzB
▪ Time spent on mobile: http://tcrn.ch/2mBI3eQ
Mobile content must be concise, scannable, visual. Great formats include timestamps, social graphics,
social media embeds, video, bulleted lists or updates, Q&A, by the numbers, photos, text on photos, maps,
snapshots (of a person, family, business, etc.), quizzes, polls, games.
▪ Check out: Buzzfeed, Fox News, Quartz, CNN, NowThis, TIME, National Geographic, Bleacher Report
Maybe, but not enough users for long-term growth. Yes, our content must be formatted for small screens,
but more importantly, our content must be valuable enough to be a “thumb-stopper,” while optimized enough to
reach users in social, search engines and beyond.
▪ Tips to master Facebook video: http://bit.ly/2rSXtui
▪ Create thumb-stopping Facebook video: http://bit.ly/2ry0dkq
Q: Why should we care
about mobile instead of
good stories or great
journalism?
Q: What are
effective ways to tell
stories on mobile?
Q: If I write great
mobile stories, will I
get more users?

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All of them. But time is limited, so focus on platforms that can best help you engage your users, grow new
audience and support your company’s objectives. I recommend you start with Facebook (2 billion monthly users)
and Instagram (800 million) – because of audience size, ability to target, in-depth analytics and a growing feature
set for users. Next priority would be YouTube (1.5 billion), Twitter (328 million) and Snapchat (255 million). Keep
in mind this may change rapidly based on your audience metrics and data, so listen to them.
▪ Facebook has 2 billion users: http://tcrn.ch/2siLYvx
▪ Instagram has 800 million: http://cnb.cx/2yBvRO9
▪ Facebook and Instagram trends from ONA: http://bit.ly/2ieZAIU
▪ “What You Need to Know for Instagram”: http://bit.ly/2vLgZej
One of the most important, yet underutilized, tactics is to optimize your content. This includes:
▪ Add related links throughout your content to build SEO strength
▪ Write compelling, SEO-friendly headlines
o “4 Guidelines for Writing SEO-Friendly Headlines”: http://bit.ly/2zpmYXu
o “5 Tips for Writing Compelling Headlines”: http://bit.ly/1FPOmw0
▪ Optimize stories for search – SEO! At a minimum, add keywords to the page title
o Moz: https://moz.com/free-seo-tools
o Free SEO tools: http://bit.ly/2xnJbHu
Yes. Avoid being a “nowist,” who focuses on only the immediate future. Amy Webb, a quantitative futurist
and researcher, estimates that by 2023, 50% of our interactions with computers will be via voice. This type of
convergence between journalism and technology requires us to actively experiment, while strategizing for the next
waves of disruption.
▪ Future Today Institute: https://futuretodayinstitute.com/
▪ “The Global Survey on Journalism’s Futures”: http://bit.ly/2xaYrVc
▪ 2018 Tech Trends by Amy Webb: http://bit.ly/2yCsG9g
Video of futurist Amy Webb’s ONA 2017 session: http://bit.ly/2y6kwrs
Q: What other social
media platforms should
I use?
Q: What other
strategies will help me
reach more audience?
Q: Is there anything
else I can do to win
mobile?
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