Knowing that your website pages will be browsed in line at the Starbucks, while balancing a triple Venti Soy No Foam Latte in the other hand is an important realization. Today’s mobile world means that navigation comes with rapid swipes on someone’s iPad as the train conductor asks for tickets.
It’s simply a fact that websites are regularly experienced on multiple platforms and devices. Desktop computers long ago lost the race to laptops. Time and technology marched on with smartphones, tablets and phablets. How about Google Glass and AppleWatch?
While it is a virtual impossibility to nail down each screen resolution, a more thoughtful way to approach publishing content will result in greater success. Louis Sullivan, popularly coined the phrase “Form follows function” in an 1896 article he penned about the artistic considerations of building tall office structures. This concept holds true today, when developing your mobile content strategy.
Start with the idea of a flexible structure with frequently recurring components, since web pages and blog posts naturally share certain commonalities such as titles, categories, images, captions. With proper programming, those elements can be displayed or hidden based upon the device on which the content is being displayed.
Your mobile customers, while traveling from place to place, make a digital journey too. In effect, they regularly follow a pathway in their purchase behavior when buying products and services. Before credit cards emerge from their wallets, people research questions and verify assumptions. The better you chart their potential routes ahead of time will determine how much mindshare – and marketshare – you earn.
Under the leadership of Miguel Lunaparra – Creative Director, Global Experience Design at Sony, for instance, teams of UI/UX have created content ecosystems surrounding the discovery, use, support and purchase of their products. Their Global Web Transformation Project has been implemented for unprecedented end-to-end experiences for customers. Each stage builds in a crescendo of mobile content fed to an eager, on-the-go, public. Sony’s perspective applies to virtually every business creating a successful mobile content strategy.
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Stage 1) Discovery
Stage 2) Research + Decision
Stage 3) Buy & Get
Stage 4) Use & Own
Sony’s top-to-bottom process revealed that too much content was geared at sales. Sound familiar? You too can solve the problem by stimulating customers – and even inspiring them – throughout all four stages of your buyers’ lifecycle. Next, you can use data generated by analytics tools, to continually refine your mobile messaging.
Still not convinced? Here’s another incentive to get your mobile content strategy in gear: Google has altered the fundamental way that it ranks websites. Unless pages are created with responsive layouts, your ability to reach prospective buyers plummets. Imagine that you disappear from competitive search results. Not great for your company’s bottom line.
With a mobile-minded approach to structuring content, the natural result will be an upward trend of attracting demographic traffic to your website. By leveraging available technologies with the right messaging, you will enjoy the benefit of increased sales and happy customers. Remember, your whole content strategy benefits from testing, tweaking, and iterative release of words, images and videos that resonate with customers. Thus, you’ve got nothing to lose and everything to gain!
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