Mobile content and multiscreen viewing behavior isn't really new -- but it is different. Following basic editorial, writing and overall content strategy best practices will put you in the right direction.

1. CONTENT MOBILITY
KRISTINE KELLEY, Head of Editorial and Content Strategy
Grant Thornton LLP

2. ABOUT GRANT THORNTON
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$2 billion professionals services company
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Tax, Advisory, Audit
Highly regulated, except Advisory
Global, headquartered in Chicago
Content can be highly technical, very local, very
client-specific. CFOs, controllers are target.
Content team is theDESC (deliverables, editorial
and strategic content … or delivering excellent
strategic content). Editorial, copy desk,
proposals, sales collateral.

3. 30 seconds about me
I am

4. LET'S GET ON WITH IT

5. Content mobility and multiscreen viewing
is so not new. Ever watch TV and read a
newspaper …
… AT THE SAME TIME?
Ever read a book or a magazine …
… ON THE SUBWAY?
5

6. Multiscreen
consumption
isn't really
new.

7. BUT IT IS DIFFERENT

8. A QUICK LOOK BACK
Know from whence you come

9. A BRIEF HISTORY OF CONTENT
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Dawn of time – use what you can to
communicate, keep records, share, etc.
1300ish – Chinese invent moveable type.
20,000 characters overwhelms system.
1650 – Guttenberg figures out how to massproduce printing machines.
1843 – Patent issued for fax machine.
1895 – Wireless technology proves feasible
when Marconi sends radio signal across English
channel.
1927 – Philo Pharnsworth invents TV. Mass
marketed in 1940s.

10. A BRIEF HISTORY OF CONTENT
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1973 – Martin Cooper demos first cell/mobile
phone prototype. Goes on sale in 1983.
1981 – IBM creates first home PC
1990 – URLs, HTTP, HTML released. Content –
mostly email and adult entertainment becomes widely accessible online with the help
of AOL.
1993 – First smart phone - IBM Simon
Mid-'90s: Web becomes "legitimate." Journalists
representing online units of established
organizations are credentialized to report
alongside their print brethren. MILESTONE

11. A BRIEF HISTORY OF CONTENT
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1996 – Palm pilot
Late '90s – early '00s: Content is KING!
2002 – Blackberry
2007 – iOS and Android
Mid-'00s: Web 2.0 and consumer-generated
content.
End of '00s-early 2010: SEO (content
optimization -- back to the words)
2010-now: Mobile (multi-screen) content

12. Now it's wearable (are tattoos content?)

13. A BRIEF HISTORY OF CONTENT
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Last month: Google releases Hummingbird
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Semantics-based search. More natural,
conversational writing v. keywords/phrases.
Back to journalism 101 and the inverted pyramid.
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who/what/when/where/why/how

14. MULTISCREEN BEHAVIOR
Google’s ‘The New Multi-screen World:
Understanding Cross-platform Consumer Behavior’
August 2012

15. The New Multi-Screen World Study, Google, Inc., August 2012

16. The New Multi-Screen World Study, Google, Inc., August 2012

18. WE GET THIS
and we need to pay attention

19. LEISURE TIME INFLUENCES ALL TIME
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The more we can do during leisure time, the
more we expect to be able to all the time.
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Log into my HR information from my phone.
Log into my client’s account information from a
tablet.
Log into a resource library or knowledge base on my
laptop while watching a how-to video, placing an
order, contacting a rep.

20. LEISURE TIME MATTERS

We want - and expect - our experiences and
our content to be consistent across devices.
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And we get annoyed when they're not.
Engaging content that drives business – phone
numbers, maps, menus – should be front and
center on any screen. Sometimes.

21. WE ALREADY KNOW THIS TOO
so we need to wrap our heads around it

22. 4 TYPES OF CONTENT CONSUMPTERS
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1. Grazers: separate multi-tasking aka
"distraction behavior"
2. Investigative spider-webbers: simultaneous,
information and discovery driven
3. Social spider-webbers: simultaneous,
connection and sharing
4. Quantum: sequential, intent-based
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

23. 6 DEVICE ARCHETYPES
1.
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3.
4.
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6.
TV is "The Everyman"
Computer is "The Sage"
Mobile is "The Lover"
Gaming console is "The Jester"
E-reader is "The Dreamer"
Tablet is "The Explorer
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

24. 4 TYPES OF CONTENT
CONSUMPTION
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

25. 1. Content grazing
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Use two or more screens to access unrelated
content.
"When the ad breaks come on,
I'll check Facebook and my
email, just to see what's gong
on and catch up on any news."
Or, you're at work and decide to shop.
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

26. 2. Investigative spider-webbing
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Use two or more devices at the same time to
view related content. Curiosity-led deep
engagement.
"I'll be watching a film and
IMDBing, check stuff about the
film, I'll think, where have I seen
this guy before then go on an
epic journey to find him!"
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

27. 3. Social spider-webbing

Extroverted, focused on sharing and
connecting. One in five consumers engage while
watching live events on TV.
"You're in touch with a lot more
stuff – like if I'm watching TV and I
want to tell someone about it: I can
contact anyone around the world at
any time."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

28. 4. Quantum
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Use multiple screens over time, focused on a
single goal. Pathway is sequential and intentbased.
"With more than one screen, I can
get information much faster – it's
faster to look it up on another
screen than to open and change
tabs."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

29. 6 SCREEN ARCHETYPES
(thanks mr. jung)

30. 1. Television: The Everyman
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Most established screen, most popular for
multi-screening. 70% of consumers use a
second screen while watching TV.
"Something about a giant TV makes
you feel less lonely. I'm a student
living alone, and having the TV on
… makes me feel less like a crazy
cat lady."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

31. 2.Gaming console: The Jester
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Immersion in another world with beautiful
images, compelling stories plus social
interaction and streaming video. 60% associate
with sense of conviviality.
"I'm usually in a good mood and
find myself quite immersed. It's the
best for relaxing my mind from
other frustrations even if it might
only be for a temporary moment."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

32. 3. Laptop: The Sage
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Informs, empowers, teaches. Productivity is key
and usually seamless.
"The PC is more about work,
information and education. It's the
best for detailed information,
research and large content."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

33. 4. Tablet: The Explorer

Evolving. Travels light. Users download fewer
apps, likely to keep their experience clean.
Invite both discovery and routine use.
"There's a reason it's called a tablet.
It's a blank slate. There is an ocean
of things you want to learn about."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

34. 5. E-reader: The Dreamer
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Despite multi-functions, a single-use, quietplace device. Content must be thoughtful and
non-intrusive.
"It just does one basic function,
but it does it extremely well."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

35. 6. Mobile phone: The Lover
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Most personal device, but relationship is
beginning to strain with "the lover's shadow."
The "Ruler" archetype emerging, demands
unwanted attention.
"My phone is part of me. It has
everything on it and is always by my
side. I'm happy, safe, complete when I
have my phone … apart from when it
runs out of battery."
Microsoft Advertising, Flamingo & Ipsos OTX, March 2013

36. MAKING YOUR CONTENT
ACCESSIBLE
Across a million screens and a bazillion people

37. MOBILE CONTENT AND UX
Multiscreen user experiences vary. Your phone
experience is *ideally* a different design than
desktop.
Responsive design features "break points" that
scale and adjust the presentation.
Problem: You end up catering to The Lover

38. DESKTOP

39. TABLET

40. Mobile-ish

41. CAN'T DO RESPONSIVE?
Try this:
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Cut features. Eliminate things that are not core
to the mobile use case.
Cut content. Reduce word counts and defer
secondary information to secondary pages.
Optimize ALL content. Short copy with
keywords, clean images with relevance.
Enlarge interface elements. Be sensitive to the
"fat finger" problem.
Remember, behavior and flexibility vary per device.
Jakob Nielsen's Alertbox, April 10, 2012

42. HELP ME KNOW WHAT TO DO

43. 8 THINGS TO DO RIGHT NOW
1.
Take a good hard look at your business
strategy. What is your company trying to share
with whom?
2.
Look at your org. Is your team optimized?
3.
Look at your analytics.
4.
Get your priorities straight. Just cuz you can,
doesn’t mean you should.
5.
Review your UX and IA, including content. If you
can, do focus groups. If you can't, read. Stuff is
changing fast.

44. 8 THINGS TO DO RIGHT NOW
6.
Create an editorial calendar. If you already have
one, give it another look. Know what's coming
next and make people plan. Force them through
the process (when you can).
7.
Break down the silos. You cannot do this in a
vacuum. IT, marketing, communications, creative,
editorial, operations are friends.

45. 8 THINGS TO DO RIGHT NOW
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8. Understand that the more things change, the
more they stay the same.
 From a rock – words and pictures
 To paper – words and pictures
 To a TV – words and pictures
 To a computer, to a phone, to a tablet, to a pair of
glasses
The foundation of your work is great, accessible,
relevant writing for your audience/consumer/guest.

46. BEFORE WE GO
Let's look at this applied

47. Thank you!
Questions and answers