For an Effective Mobile Content Strategy, First Understand Your Users

Any good CMS system worth its salt should be able to support proper mobile devices through the platform specific targeting of content and style elements. However, simply making your page layouts and stylesheets mobile friendly may not be enough to satisfy your users.

Different Ways of Providing Mobile Content

There are different ways of supporting your users on the move, including*:

  • RSS News feeds
  • Mobile friendly web pages – navigation as per your current site structure
  • Downloadable eBook/pdf – for Kindle/Tablet users
  • Mobile friendly site – both pages and content structure optimised for mobile
  • Mobile friendly site in an app – installed like a mobile app, works like a website (normally HTML5)
  • Framework based mobile app – e.g. PhoneGap – makes native phone/tablet functionality (e.g. GeoLocation, local storage) available to mobile web app (normally HTML5)
  • Native mobile app – implemented in native language for each device – e.g. iOS, Android

* (you can find out more from my previous post Mobile Apps for the Uninitiated)

Broadly speaking, this list gets more expensive as you go down it, but with a potentially much richer and deeper ongoing engagement with your users.

None of these approaches covers all eventualities – there is a cost/benefit for each. For example, RSS feeds provide users with easy access to news items from your web presence, typically with very little extra setup cost. At the other end, native apps provide the smoothest experience, and the possibility of an excellent push content channel. However, you can’t push content to users unless they download the app, and they will only download an app if it supports an activity they want or need to do.

Different Users, Different Uses

Users may fill their time with research type activities when commuting to and from work on the train, using their smart phone or tablet. They may wish to get access to material relevant to their job at their desktop, to your contact details on the move, check their user account, or outstanding orders at lunchtime at their desktop…and so on. If you hope to have a clear idea of how to service their requirements, then you need to clearly model the key user journeys you want to support, otherwise you are not making their lives easier. Different kinds of users engage with different kinds of content, on different platforms, for different reasons, in different situations.

There is no one size fits all approach to reusing content on mobile platforms, beyond the basic exercise of providing content. Whilst this basic exercise is better than nothing, this is unlikely to make all, or even any, of your groups of users engage more deeply with your content.

The Right Approach for Your Users

It may be that you have something to offer your users that means they are keen to engage on an ongoing basis – for example, if they order your goods regularly, or if they use real-time information, or if there is a professional or interest based reason for frequent two way communication. In such cases, you will most likely have a strong case for developing a mobile app.

If you find that your users just want your news on an occasional basis – in which case, a mobile friendly news page, or an RSS feed may well suffice. If your users tend to check you out on the move, then your entire site navigation, along with the page content, will need reconsidering in light of issues such as:

  • how do and should people access your content
  • how should you signpost the most important activities in the limited screen space of a mobile device
  • how should you keep the sequence of activities short and easy to manage on a mobile keypad

Reuse of Content

Only when you understand the likely patterns of engagement of your users will you be in a position to judge how you may be able to reuse your content. Although the challenge of how you will push that content out technically is not to be underestimated, that is just a side issue compared to the organisational and human complexity of establishing and appropriate authoring process.

Reuse may require Rewriting

You cannot expect content designed for the written page to be a good fit for mobile devices and vice-versa. You may be able to give much more concise, interactive and context-sensitive content on a mobile device, which can be made aware of its environment to some degree, as compared with a desktop browser. If you are considering reuse, then you need to set up an appropriate workflow that will segment your content into elements that are appropriate for each platform. In your CMS, this may mean that you have separate précis, body and imagery for each distinct platform. You will no doubt wish to flag which content may be permitted for use, or blocked from use for each platform as well. You may want the structure as well as the content to be pushed into the mobile device.

Mobile Apps as a Content Delivery Platform

If you are in the fortunate position of having a compelling reason for deep two-way engagement with your users – perhaps as a membership or professional body, or as a charity – then it may make sense to consider developing a mobile app as a content delivery platform. The advantage of this is that you can give a bespoke engagement with content which can, if implemented correctly, be updated regularly without distributing a new app. Users can then engage with content on the move and then access it subsequently without having an internet application. In effect, you can have a targeted push channel into your user base, as well as an effective platform for two way communication.

Creating an effective mobile content strategy is complex, though it offers great opportunities. Only by understanding the needs and behaviour of your users can you hope to succeed in achieving your organisational aims.

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About jonallenby
I'm the co-founder and Technical Director of a new media agency - Lime Media. I would describe myself as having a healthy scepticism about technology - new ways of doing things are always new, but they are not necessarily better. Best to cut through the hype and think about how technology will physically change people's lives, for better or worse. I am also struggling to finish a part-time PhD in language, metaphor and philosophy at Goldsmith's College, University of London. Apart from thinking and reading, I like playing with my children, cross-country running and White Crane Kung-Fu - though usually not all at once.

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