Content Strategy for Mobile

1. Mobile content strategy is about adapting content for all platforms, not just mobile

"Get your content ready to go anywhere because it's going to go everywhere."

Content is device-agnostic. Mobile content strategy isn't about creating content specifically for mobile devices. It's about developing a holistic approach to make your content adaptable for any platform - smartphones, tablets, desktops, and even emerging technologies like smart TVs or in-car systems. The goal is to create content that can be flexibly published and maintained across all these channels.

Future-proof your content. By focusing on making your content adaptable, you're preparing for future platforms that don't even exist yet. This approach saves time and resources in the long run, as you won't need to create separate content for each new device or platform that emerges. It also ensures a consistent user experience across all touchpoints.

Break free from the "mobile context" myth. Many organizations mistakenly believe that mobile users only want quick, task-based information. In reality, mobile usage varies widely - from in-depth reading to complex tasks. Your content strategy should accommodate all these use cases, not just a narrow definition of "mobile."

2. Deliver content parity across devices, not a stripped-down mobile version

"If it shouldn't be on the mobile site, it shouldn't be on the desktop site either!"

Content parity is key. Users expect to access the same content and functionality regardless of the device they're using. Offering a limited "mobile version" of your site frustrates users and can lead to a fragmented brand experience. Instead, aim to provide equivalent content across all platforms, adapting the presentation as needed for different screen sizes and capabilities.

Mobile-only users are growing. A significant and increasing number of users access the internet primarily or exclusively through mobile devices. By limiting content on mobile, you're potentially alienating a large portion of your audience. This is especially true for certain demographics, including younger users and those in developing countries.

Rethink, don't just reduce. Instead of asking "What can we cut for mobile?", use mobile as an opportunity to reassess all your content. If something isn't valuable enough for mobile, it's probably not valuable for desktop either. This process can lead to better, more focused content across all platforms.

3. Create adaptive content that's flexible, structured, and reusable

"The more structure you put into content the freer it will become."

Structured content is the foundation. To create truly adaptive content, break it down into meaningful, reusable chunks. This means moving away from thinking in terms of "pages" and instead focusing on content components that can be mixed and matched as needed. Use a content model to define these structures.

Make content presentation-independent. Separate the content from its visual presentation. This allows the same content to be styled differently for various platforms without needing to recreate it. Avoid embedding formatting within the content itself.

Leverage metadata. Add meaningful metadata to your content to make it more flexible and discoverable. This could include:

• Content type (e.g., article, product description)
• Topic categories
• Target audience
• Priority level
• Expiration date

4. Use mobile as a catalyst to improve all your content

"There is no 'how to write for mobile.' There's only good writing. Period."

Mobile constraints breed clarity. The limited screen space on mobile devices forces you to prioritize and simplify your content. This discipline leads to clearer, more focused writing that benefits users on all platforms. Use mobile as a lens to evaluate and improve your existing content.

Conduct a mobile-focused content audit. Review your content with mobile in mind:

• Is it concise and scannable?
• Does it get to the point quickly?
• Is it broken into logical chunks?
• Is there unnecessary jargon or fluff?

Edit ruthlessly. Use the mobile audit as an opportunity to:

• Tighten up wordy passages
• Eliminate outdated or redundant content
• Simplify complex language
• Restructure content for better scannability

5. Develop a system of headlines, summaries, and body text for multi-platform use

"Don't create content for a specific context."

Create a flexible headline system. Instead of writing separate headlines for each platform, develop a system of headlines that can be used across contexts:

• Short version (60-100 characters) for mobile and social media
• Long version (100-200 characters) for more spacious layouts
• SEO-optimized version for search engines

Write multiple summaries. Craft different length summaries for various uses:

• Short teaser (1-2 sentences) for navigation and search results
• Medium summary (50-100 words) for landing pages and previews
• Long summary (100-200 words) for more detailed overviews

Structure body content for flexibility. Break long content into logical sections with clear subheadings. This allows for easier adaptation to different screen sizes and reading contexts. Consider using:

• Anchor links for easy navigation within long pages
• Progressive disclosure techniques (e.g., expandable sections)
• Clear hierarchy of information importance

6. Rethink information architecture and navigation for smaller screens

"Progressive disclosure is about offering a good teaser."

Prioritize wayfinding. On mobile, users need strong cues to orient themselves and find what they're looking for. Focus on:

• Clear, descriptive navigation labels
• Short, informative teasers for content
• Bread crumbs or other location indicators

Rethink navigation patterns. Traditional desktop navigation often doesn't translate well to mobile. Consider:

• Collapsible menus
• Tab bars for top-level navigation
• Search-first navigation for content-heavy sites

Adapt content presentation. Some content types need special consideration for mobile:

• Tables: Consider vertical layouts or progressive disclosure of columns
• Images: Develop a system of image crops for different screen sizes
• Forms: Break long forms into steps or use smart defaults

7. Align people, processes, and technology to support multi-channel publishing

"Your content isn't going to take care of itself."

Leadership is crucial. Successful mobile content strategy requires buy-in and coordination across departments. Establish clear leadership to:

• Evangelize the importance of mobile
• Break down silos between mobile and desktop teams
• Allocate resources for multi-channel publishing initiatives

Redefine roles and responsibilities. Consider new or expanded roles such as:

• Mobile editor to oversee content across platforms
• Taxonomy manager to maintain consistent metadata
• Content package creator to develop flexible, reusable content

Adapt workflows and approval processes. Multi-channel publishing requires rethinking how content is created, reviewed, and published:

• Move legal review upstream to the content management system
• Develop ways to preview and QA content on multiple devices
• Implement analytics that track content performance across platforms

Choose the right technology. Your content management system should support:

• Structured content creation
• Flexible content models
• Multi-channel publishing workflows
• Robust metadata and taxonomy management

Last updated: November 11, 2024