Forget digital-first and mobile-first content; It’s time for precision content.
Download the precision content chapter from Innovation in Magazine Media 2017-2018 World Report.
With more than 80 per cent of audience growth in mobile, readers’ content needs are neither simple nor do they lend themselves to easy solutions writes John Wilpers.
Readers’ content needs are diverse, they change throughout the day, they are situation-specific, and they are both restricted and enhanced by the platform the reader is using at the moment. The editors outline the strategy for successful precision content looking at what content do our readers want, at what moment, on what device and in what form plus how do we best assemble information (tell the story).
The Innovation World Report provides 10 rules of mobile content:
1 – Let mobile behaviours guide your content creation
2 – Make mobile content expandable
3 – Start using progressive web apps (PWAs)
4 – Offer SMS alerts
5 – Boost audience engagement with mobile video
6 – Segment your emails
7 – Use date to inform your distribution
8 – Make mobile a part of planning
9 – Create goals to measure success
10 – Have a champion for mobile
The Innovation Report is written for FIPP every year by Innovation Media Consulting — a global consultancy helping publishers succeed in the digital age. The report author is John Wilpers, Senior Director USA of Innovation Media Consulting, and it is edited by Juan Señor, Senior Partner.
The 2018 edition launch at the DIS will include a deep dive tour of top media innovations around the world by Wilpers and Señor. Join them there – with delegate rates also on special early bird offer until 30 November 2017.
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