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THE MOBILE CONTENT MANDATE

@karenmcgrane
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
There is no reason for any individual
to have a computer in his home.

— Ken Olsen, CEO of Digital Equipment Corp.
There is no reason anyone
will need to do that on mobile.

—Your university, probably
The Mobile Content Mandate
The Mobile Content Mandate
1988
DEC is the world’s second largest computer company
1988

1990
Posts its first quarterly loss and
begins laying off employees
1988

1990 1991
Posts its first full-year loss
1988

1990 1991

1998
Acquired by Compaq
“

In industry after industry, the new
technologies that brought the big,
established companies to their knees
weren’t better or more advanced —
they were actually worse. The new
products were low-end, dumb, shoddy,
and in almost every way inferior.
—The New Yorker
DISRUPTIVE INNOVATION
RADIOS
PRINTERS
PHOTOGRAPHY
PERSONAL COMPUTERS
THE DIGITAL DIVIDE

The Digital Divide
20%

OF AMERICANS HAVE NO
INTERNET ACCESS AT ALL.

35%

HAVE NO INTERNET
ACCESS AT HOME.
OF BLACK AMERICANS
HAVE NO INTERNET ACCESS.

29%
HAVE NO BROADBAND
51% ACCESS AT HOME.
OF HISPANIC AMERICANS
HAVE NO INTERNET ACCESS.

32%
HAVE NO BROADBAND
49% ACCESS AT HOME.
38%

OF LOW-INCOME
AMERICANS HAVE NO
INTERNET ACCESS.

59%

HAVE NO BROADBAND
ACCESS AT HOME.
46%

OF AMERICANS WITH A
DISABILITY HAVE NO
INTERNET ACCESS.

59%

HAVE NO BROADBAND
ACCESS AT HOME.
57%

OF AMERICANS WITHOUT A
HIGH SCHOOL DIPLOMA
HAVE NO INTERNET ACCESS.

88%

HAVE NO BROADBAND
ACCESS AT HOME.
MOBILE OWNERSHIP

85%

MOBILE INTERNET USE

91%
63%
31%

2009

2013

2009

2013
THE MOBILE ONLY USER
63% OF AMERICANS WHO USE THEIR
MOBILE PHONES TO GO ONLINE

34%
ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
45%
USE THE INTERNET ON MOBILE
HALF THE TIME OR MORE
45%

OF LOW-INCOME AMERICANS

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
45%

OF HIGH-SCHOOL EDUCATED

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
43%*

OF BLACK AMERICANS

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
60%

OF HISPANIC AMERICANS

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
50%
OF TEENS 12–17

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
50%

OF YOUNG ADULTS 18–29

ONLY OR MOSTLY USE
THE INTERNET ON MOBILE
Mobile was the final frontier in the
access revolution. It has erased the
digital divide. A mobile device is the
internet for many people.

— Susannah Fox, Pew Research
44%

OF THE FORTUNE 100
DON’T HAVE A MOBILE
WEBSITE.

Source: Pure Oxygen Mobile
84%

OF CONSUMER BRANDS
DON’T HAVE A MOBILE
STRATEGY.

Source: Digiday, Brands Struggle In Mobile
80%

OF B2B BRANDS DON’T
HAVE A MOBILE STRATEGY.

Source: Business Publishing Sector Cautious About Mobile
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
united club membership
united club membership
The Mobile Content Mandate
The Mobile Content Mandate
NOW WHAT?
CONTENT
STRATEGY
FOR MOBILE
KNOW YOUR WORKFLOW
Web

Mobile
The Mobile Content Mandate
NO FORKING WAY.
IT’S NOT A STRATEGY IF YOU
CAN’T MAINTAIN IT.
WRITE BETTER
Content Modeling
The Mobile Content Mandate
The Mobile Content Mandate
THERE’S NO SUCH THING AS
“HOW TO WRITE FOR MOBILE.”
THERE’S JUST GOOD WRITING.
The Mobile Content Mandate
We felt it was a life-saving imperative to
have all of our content on mobile.

— David Balcom, American Cancer Society
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
It’s not that it was designed and written
for mobile, it’s just good content.

— David Balcom, American Cancer Society
GOOD CONTENT TRANSCENDS
PLATFORM.
CHUNK YOUR BLOBS
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
Which content should we include
(or exclude)?
Should long pages be broken into
shorter ones?
Will it work to reuse headings as
links?
Will it work to truncate body copy
for teasers?
What fallbacks can we provide if
our desktop content just won’t
work?
RESPONSIVE DESIGN WON’T
FIX YOUR CONTENT PROBLEM.
A PACKAGE OF IMAGE CROPS
The Mobile Content Mandate
LENGTH

60 characters, 100 characters, 200 characters

TONE + STYLE

SEO-optimized, Colloqiual

SUPERHEADS + SUBHEADS
Combo packages
The Mobile Content Mandate
The Mobile Content Mandate
The Mobile Content Mandate
DON’T CREATE CONTENT FOR A
SPECIFIC CONTEXT.
YOU DON'T GET TO DECIDE
WHICH DEVICE PEOPLE USE
TO GO ON THE INTERNET.
THEY DO.
DISRUPTIVE TECHNOLOGIES
EVENTUALLY GET GOOD.
OR THEY REDEFINE WHAT
GOOD MEANS.
DO MOBILE RIGHT.
RIGHT FROM THE START.
THANKS!
@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

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The Mobile Content Mandate