Smart phones and tablets have made it possible for us to watch videos, listen to podcasts, read eBooks and consume information while ‘on the go’. Here are four considerations for mobile content.
1. Attention Spans Are Short
The long newsletter or eDM won’t get the same traction on a mobile device as it does on a computer. When people read your news whilst doing something else, it’s important to keep the message short and the content easy to navigate. If there’s an action to take e.g. “Download the eBook” or “Register for our Event” then these calls to action should appear early in the copy and jump off the virtual page. Avoid multiple messages and calls to action on the one (small) page. Keep the copy clear and simple.
2. Apps Should Do Stuff
The most popular applications compel the user to do something—to capture a moment, to pin a favourite photo, to post a quote, to write a review. An application that simply aggregates your existing content (e.g. eNews or blog feeds) may get some subscribers when you first launch it, but people are unlikely to keep using it unless it has some utility. What can you build into your application that will make it useful? Here are a couple of ideas:
- A small business accountant could provide simple budget templates or financial analyser.
- A business coach could provide a template to use to fill out your business goals.
3. Build Interactivity Into the Experience
The ability to share, comment, forward etc., ought to be built into the user interface, whether it’s for an app, your website, or even an email. Keep the number of steps needed to achieve a result, to a minimum. If yours is a complex lead generation or sales process create a mini process that gets the client closer to where you need them to be to make a decision.
4. Location Can Play A Part
Applications like Foursquare are built around location. Your customer experience can also take your customer location into play if location matters to your business. e.g. Ensure you’re business is listed on local area guides, local community listings, Google Places, True Local – anywhere where the clients search may include a physical location. Even if you are an online business, adding your suburb to directories can make you seem more relevant to someone who specifically wants to work with a local business. Additionally, your clients can access your content in many more locations if you make it available to them in other media. E.g. can a presentation be created as an audio file so that it can be listened to while at the gym or walking? Could you share your expertise in a precise eBook that is designed to display beautifully on a tablet and contains links back to your valuable products and services?
Finally, people can, and will, move quickly from screen to screen. With the swipe of a couple of fingers people can move from your content on to something else, and not come back. What will keep them focused on your content? Look to provide relevant and engaging information that is updated often.
