As a panelist pointed out, content strategy isn’t something new. It’s not something like social media strategy that has emerged with the popularity of technology and online brands. Content strategy has been around for a long time, in its simplest form helping brands deliver their messages to consumers. But the oncoming importance of mobile and technology has certainly changed the ways content strategists thing and how brands are delivering content.
A panel of experts recently discussed this emergence of technology and mobile. On hand was:
- Margot Bloomstein
- Associate creative director of content strategy at Oho Interactive, a digital agency that develops strategies for brands in higher education, travel and healthcare.
- Co-founder of Meet Content, helping brands in higher education develop successful content.
- Managing Director in the Rebel Media Lab at RebelMouse, a content curation platform that allows brands to bring content from all over the web to one landing page.
- Formerly worked in social at CNN Money and ABC News.
The question about a mobile emphasis was greeted by Margot with a groan, as mobile has certainly given content strategists headaches, but Niketa chimed in, calling it “an incredibly exciting time to be working in content strategy.” She discussed the shift from telling stories in current media to telling stories on mobile and how those two things were different. On mobile, in order to reach an audience the content has to be short, concise and to-the-point. Niketa recommended deconstructing a story in order to tell it on mobile. Rather than just putting content from other media on mobile, it’s important to repurpose it, making it visual and something that the audience will actually want to consume.
But it’s also about the technology that’s helping make it easier to think “mobile-first” as Nikita said. She talked about BuzzFeed’s CMS and how there’s a mobile preview as well as a desktop preview before posting. It’s important for companies to adopt technology like this or they’ll never truly be putting mobile as a priority. For too long, brands have been putting mobile to the side and it’s finally come to a point when audiences are demanding mobile as a first option.
Margot brought up an interesting point about how it’s about more than the technology, it’s about the editorial process and culture that supports that technology. If the entire process doesn’t emphasize mobile-first, it can’t be successful. “In order for content to be mobile-friendly, I would argue that it doesn’t just have to be short… but it needs to be modular,” she said. “It needs to be in chunks, not blobs… And to do that, the back-end content management system needs to support that type of content creation.”
But is this really any different that what content strategy has been since its early days? Georgy argues that going back to the core principals of content strategy is all you need to be successful on mobile. You must continue to ask the question like:
- What’s important?
- Who are we talking to?
- How are we reaching them?
- What does the content need to achieve its goal?
This is the key. While the medium of content strategy has changed over the years, the core principals have stayed the same. Mobile is just another medium content strategists are finding ways to deliver messages on.