Top 10 Considerations for Top-Notch Content

Lukas Treu(@LTreu)

Before We Start: A Note about Startup Communications

• If you’re inventing an app, you may well be in a startup

• Startups often lack resources

• You may sign on to write app content, but it may not end there

• You may also need to handle marketing, social media, pitching and more

• Figure out your responsibilities early, and plan!

Warning: It’s Likely More Than You Bargained For.

Content Creation for Your Mobile App

• Let’s start with what not to do.

• What are examples of bad app content?

What Makes Bad App Content?

Content Creation Tip #1

• Going into marketing? Read “Made to Stick”

• Six proven traits of “Sticky Ideas”

Simple

Unexpected

Credible

Concrete

Emotional

Stories

Start with Sticky Ideas

Content Creation Tip #2

• Another great read: “Contagious”

• Six STEPPS that make content shareable

Social currency

Triggers

Emotions

Public

Practical Value

Stories

Make It Contagious

Content Creation Tip #3

• Think in personas

• Think beyond diction and tone

• Use language, syntax and schemas to which the audience relates

• Know desires, frustrations and motivators… and play to them

• Bottom line: Make your audience comfortable

Know Your Audience

Content Creation Tip #4

• Choose whatever brand “voice” fits your product or company

• Stay consistent!

 

Establish Your Brand Voice… and Stick with It

Content Creation Tip #5

• Maintain proper brand voice inside and outside the app

• People want cross-channel consistency

• People form attachments to brands like they do to people

• Stay professional by staying consistent

Maintain Your Brand Voice Across Channels

Content Creation Tip #6

• Know your audience… and how they feel

• What is appropriate for the situation?

• “YOU HAVE A NEW RECORD.”

• “YOU’RE A LOSER!!”

• Be empathetic, accounting for emotions

Empathy is an Asset

Content Creation Tip #7

• Think like the least intelligent person who will use your app

• What could be misinterpreted?

• What could be offensive?

• What might possibly not work?

• Find the flaws or someone else will

If You Can Break It, Break It

Content Creation Tip #8

• Your words may be great, but they have to work with the flow of the app

• Collaborate closely with the UX expert

• Helps avoid misunderstanding and optimizes your product

Work Closely with the User Experience Team

Content Creation Tip #9

• When creating content, keep in mind you’re working with a mobile device

• The screen is small and a lot has to fit

• You don’t want a cluttered look

• Content has to be easily viewed

Remember Your Mobile App is… Mobile

Content Creation Tip #10

• C.Y.A.

• Terms of Service

• Privacy Policy

• Copyright

• Trademarks

Know Your Legal Obligations

And Remember…

• These tips apply to mobile apps… and far beyond

• Strive to think as an audience member

• Balance creativity with proven methodology

• Do what you love!

Great Content Goes Far Beyond the App

Twitter: @LTreu LinkedIn: www.Linkedin.com/in/lukastreu Blog: http://LTreu.wordpress.com