Interactive elements break, pages are hard to scroll, and quiz data gets lost. Similar to the debates involving content strategy in general, there are also debates around content and learning strategy for eLearning and mLearning. However, it is the exact point I wanted to see made. Mobile access to content can on a tablet, smartphone, or even on a smart wristwatch. The Value of Any Content Strategy The real value of a strategy is to create better products and better customer experiences without wasting time and effort.

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Get the most important digital marketing news each day. See terms. At the time, her book, Content Strategy for Mobile, had not yet been released, so I relied on other resources when putting together material for the class. First I gathered […] Bryson Meunier on February 28, at am More I recently began teaching a class in mobile content marketing for MarketingProfs University, taking over for the user experience expert and content strategy pioneer Karen McGrane.

At the time, her book, Content Strategy for Mobile , had not yet been released, so I relied on other resources when putting together material for the class. First I gathered what I knew about adaptive content from her online writings and presentations.

Then I added some information gleaned from my own experience with content marketing to mobile users. My goal was to present a well-rounded overview of solutions that content and mobile marketers have at their disposal to effectively reach mobile users with content. It is a short book that effectively gives a better understanding of where she stands when it comes to mobile content, and of how to evangelize for mobile in your organization. However, I found that in general, it was so focused on myth-busting that it deliberately ignored useful and potentially lucrative mobile content opportunities, in order to fit the argument that it made.

This solves for the problem of content forking, which she argues , is a big problem with separate mobile sites today. In the responsive versus mobile Web debate, philosophically, she aligns more with advocates of responsive design, as she believes that content should be available on all platforms, and that mobility is not the only use case for accessing content from a mobile phone.

Yet, she is not exclusively an advocate of responsive Web design, as adaptive content can exist on mobile templates as well, regardless of whether the site is responsive.

It all ultimately should be handled by a good content management system CMS , supplying adaptive content where needed. The idea espoused by the book of making content available to all platforms is a good one, and will become more important as mobile devices are used more than desktops and laptops to get online — which IDC has predicted will happen in two short years.

Too often, mobile users are an afterthought among marketers, and adaptive content levels the playing field by giving those users access to everything on the website, regardless of platform.

So, QR codes, ringtones, mobile wallpaper, podcasts, apps, mobile coupons or other types of mobile-specific content that many mobile users are looking for are not part of this particular content strategy for mobile. One example is Chase, which uses the camera on smartphones to allow consumers to deposit checks via their phones in their mobile app. The app now has 15 million registered users, and several awards including a Webby Award. And those 15 million registered users have expressed their gratitude with 4.

Another example is E-mart in Korea, which built a shadow QR code to engage their customers during lunch time and not only met their business goals but won 5 Lions at Cannes in the process. These things are mobile-specific, and they provide value to consumers and help marketers meet their business goals, so they are worth doing. I understand that Ms.

A better strategy for marketers would be to think less about the effort content forking requires and more about the value to the business and the consumer. Yes, content management systems should take on more of the burden when it comes to presenting readable content to mobile devices and tablets. And yes, content forking for its own sake can cause maintenance headaches for the organization. McGrane is in favor of allowing all users to access all content on the site, as mobile devices do not imply a mobile context.

This is bad for the user, she argues, who may want access to content on a mobile device that designers have made inaccessible to those mobile users. To illustrate her frustrations, she takes a scenario from search, in which she Googled [united club membership] on her phone in order to get access to the United Club while waiting at the airport. United redirected her from a search results page that contained the answer she was looking for to a mobile website that did not. To combat problems like this, she argues that all content should be made mobile-friendly.

For example, there are astronomically few mobile users who have the ability to print coupons or play Flash games, yet this type of content is rampant on the Web today.

If you make a page like this available to mobile users, what should that page say? For example, if United had used search data to evaluate the types of content that should be on their mobile site, they would know that they absolutely need a page dedicated to the United Club.

The keyword that McGrane used, [united club membership], has nearly half of its searches coming from mobile devices. In a world in which mobile searches are predicted to be one-third of all searches at the end of this year, this keyword overindexes for mobile searches and should definitely be included on a mobile site.

Wired founder and author of The Search John Battelle has called it the database of intentions, and search marketers have been using it for years to drive more, and more relevant, traffic to their sites. When you visit mobile. United Mobile site is used as an example of why content should be separated from display.

And clicking on United Club allows you to buy a one-time pass. United brand keywords sorted by total search volume, including the mobile percent of total metric. If we categorize those searches, we can see at a glance the types of features that United searchers are looking for from the United Airlines site, both on mobile devices and on desktops and laptops. Categories show us exactly which concepts need to be included on mobile site and how prominent they should be. The above chart shows each category of searches for United brand keywords on desktop and mobile devices, along with the number of searches per month in Google on mobile devices, on desktops and laptops, and in total.

This is done so that we can see at a glance whether a concept overindexes with mobile searchers, regardless of whether the search volume is there. The chart was sorted by total number of searches and given a priority based on the most consumer interest per concept. The priority index is simply an index of total search volume, but if we were to do this for a real client we would take other factors that affect revenue into consideration.

Based on total volume, we can see that most consumers are simply putting in the navigational keyword to access the site e. The prominence column is indicative of how close to the top of the first page the concept appears.

Because there are six listings on the first page, the first listing on the second page was given a prominence score of 7. The example that she used, however, is not one of them. In fact, United Club is more prominent than it should be relative to demand for the concept. A better example to use would have been Careers, as there are almost 5, searches per month for related keywords on mobile devices, yet United does not have a page devoted to job listings on their mobile site.

If they really want to listen to their users, their Google keyword data tells us exactly what the majority of people are looking for when it comes to the brand, and it helps us as information architects and Web professionals help them find it.

I understand that too many decisions are made arbitrarily when it comes to Web design and these decisions affect the users adversely, and agree with her point there. Still, her philosophy of adaptive content is legitimately challenged by certain aspects of mobile SEO, and it would have made the book that much better if she had addressed these challenges, so I understand why the chapter is included.

Unfortunately, all McGrane did for this chapter was to quote an article that has since been thoroughly discredited which says there is no such thing as mobile SEO, that mobile is not necessarily local, and that the best strategy to help your content be seen by searchers in mobile search results is to do nothing. So, let me get this straight: this is a mobile content book that argues there is no mobile content with a mobile SEO chapter that says there is no mobile SEO?

Is this a Zen koan or a content strategy book? Redirecting to relevant content would have been a start, but United also could have put bidirectional annotations or switchboard tags in the code of their page, alerting Google to the fact that they should show the mobile URL in their mobile search results. Because United does have a mobile page related to United Club, the mobile URL would have appeared in search results for the keyword, providing the best possible searcher experience.

Understanding how their keyword and search term use changes might tell you that you need to assign different SEO keywords, or even modify the labels and ordering within your navigation system. In closing, this is a fantastic book for understanding adaptive content, an incomplete book for understanding mobile content strategy, and a misleading book about mobile SEO. Good overview of what adaptive content is and how to implement it in an organization Is focused on adaptive rather than mobile-specific content to its own detriment.

Both have value. Search and other types of data can be used to provide a user-focused mobile site. Section on mobile SEO not especially helpful Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here. Related Topics Get the most important digital marketing news each day. Have something to say about this article?


Book Review: “Content Strategy For Mobile” by Karen McGrane



Karen McGrane



Content Strategy for Mobile


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