MASTERING MOBILE

CONTENT

MOBILE ACADEMY MAY 2014

CONTENT IS EVERYWHERE AND

EVERYTHING

WHAT IS THE USER TRYING TO DO?

“Context”

IT IS NOT OK TO JUST REUSE CONTENT

FROM THE WEB

• Give the user an actionable answer to their need

without having to scroll.

• Think about download speeds. Let the user choose to

the high bandwidth option if they want, don’t force it on

them. BBC app is good at this.

• 600 word SEO articles are for suckers. Go for 200 or

less or 1000 and over.

THE INVERTED

PYRAMID

• Assume no-one is going to

read the full story.

• Say the most important

things first

• Leave quotes, opinions and

nice-to-haves until after the

essential facts are covered.

Lede

Body

Tail

Link

TIPS FOR WRITING GREAT CONTENT

(PART 1)

• Write and edit in an iterative cycle.

• Read it out loud (loud enough that someone else in the

room could hear).

• Have someone else / preferably a few other people

read it and feed back.

• Publish as soon as you can and then immediately start

work on V2.

TIPS FOR WRITING GREAT CONTENT (PART 2)

• Quality over quantity. Many iterations, few pages.

• Optimise for search and social as much as possible but

never to the detriment of the story.

• Be patient, be realistic. One person persuaded is worth

ten thousand empty hits.

• Check your spelling, check your grammar. If don’t, how

can I know you’ve checked your facts?

QUESTIONS?