Whats right is whats right for your company, as karen mcgrane. Custom content makes marketing mobile at the core brafton. Take a good, hard look at your website and maybe blow it up. This book is the most cogent argument ive yet seen for the separation of form from content. Llc, 6 valentine road, northborough, ma 01532, usa. Content strategy for mobile, by karen mcgrane jason. If you continue browsing the site, you agree to the use of cookies on this website. So why are companies approaching mobile content from a desktop perspective. Content strategy for mobile by karen mcgrane goodreads.
Content strategy for mobile karen mcgrane download. By making it possible for developers to update their apps through their web browser and see results immediately, mobile roadie makes it simple to keep apps. Its time to define a mobile content strategy that will make your customers very happy. In her virtual seminar, content strategy for mobile, karen says that even your organizational structure may need to change in. People use every device in every location, in every context. Soon we had discovered a 3in1, then a 6in1, and finally a 10in1 content creation strategy. Uie webinar content strategy for mobile with karen mcgrane. Youll first gather data to help you make the case for a mobile strategy, then learn how to publish flexibly to multiple channels. The series of a book apart volumes are always well worth reading, and karen mcgrane s content strategy for mobile is especially worth your time. At that time samsung was hit in indian market and it had phones in all price range for all customers. Sort of broadly, i think looking at content from the intersection of what people can do and what technology can do is the most important lens that content strategy. Karen mcgrane will teach you everything you need to get your content onto mobile devices and more.
Help your content go anywhere with a mobile content strategy. You dont get to decide which platform or device your c. This is where your mobile first approach fits inright at the beginning of the planning process. Jul 25, 2014 creating a content strategy for mobile devices in the classroom posted on july 25, 2014 by karen mahon i feel so fortunate to have been asked by the center on innovations in learning cil, at temple university, to prepare a classroom guide for content strategy and mobile devices. In her book content strategy for mobile, karen mcgrane examines how we can create better content by including mobile devices in our decision making. This booklet offers parents advice on how to deal with such situations. I became interested in reading content strategy for mobile by karen mcgrane after i read her article on a list apart titled responsive design wont fix your content problem. As a content professional who tends to write and build rather than being on the front end strategizing, i.
Karen mcgrane on mobile, content strategy, fixing technology and the media culture. From developing a longterm vision and roadmap, all the way through information architecture, content development, and editorial process and workflow, youll get handson help every step of the way, from the person who wrote the book on how to do it. Karen teaches design management in the mfa in interaction design program at the school. The namcol experience 2 the second purpose is to record the process that occurred during the implementation of the project. An update on the progress of anstos new molybdenum. It can be done 156 resources 158 references acknowledgements index 164 166 1 introduction. Actually i wrote a case study on samsung mobile marketing strategy in india titled the highquality lowprice business strategy of samsung mobile in penetrating competitive market of india 3 years back. While this approach has worked well for many companies in the.
This is a sample chapter from karen mcgranes book content strategy for mobile. Nov 07, 20 for a broad overview on mobile content strategies, see my recent article the key ingredients to a winning mobile content marketing strategy. Choose from tracks in content strategy, data science and analytics, and learning design. Table of contents chapter 1 7 your content, now mobile chapter 2 33 content before platform chapter 3 47 adaptive content chapter 4 83 strategy and planning chapter 5 95 writing and editing chapter 6 109 information architecture chapter 7 7 people and process 148 conclusion. Here are some key approaches and why you should be using. A perusal of chapter 2 might make the deployment of a video. Building a nextgeneration enterprise mobility strategy. Ibm mobilefirst strategy software approach tony duong benjamin koehler tony liew colin mower sundaragopal venkatraman discover ibm mobilefirst strategy and solutions explore mobile platform, quality, management, and analytics learn by example with practical scenarios. As sara wachterboettcher writes in her book, content everywhere, its about creating portable, flexible content structures that go wherever your users are, without sacrificing quality. But what we can do is match the onslaught with flexibility and staminaby chunking our content so it can adapt to different contexts and constraints. Content strategy for mobile by karen mcgrane i recently began teaching a class in mobile content marketing for marketingprofs university, taking over for the user experience. Many news outlets are seeing vast leaps in web traffic from mobile audiences as ownership of smartphones and tablets increases.
Accordingly, many organisations are focusing more attention on mobile first strategies that ensure a good user experience, no matter whether a person is accessing content from a desktop computer, tablet or smartphone. When i say radio and video studio actually my third bedroom, be assured its not exactly state of the art, although i have slowly acquired suitable equipment and created a workable dual studio. Developing a mobile strategy abhijeet chavan urban insight, inc. Karen mcgrane, author of the upcoming book content strategy for mobile, believes you should deliver great content to wherever your users want to consume it. Ucweb, an alibaba mobile business group company recently launched a new version of its uc browser app. Karen mcgrane content strategy for mobile a book apart. Content strategy for mobile by karen mcgrane a book apart. Jan 22, 2015 content strategy for mobile slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. You are now helping to turn our environment into a safer one for drivers. The case for a mobilefirst content strategy leadmd. Customers can be up and running in hours with no technical skills required. Avoiding jargon in favour of everyday language where possible chunks versus blobs, etc this book should resonate with any online content person, whether youre a web editor. Mcgrane is also the author of content strategy for mobile.
Defining your mobile content strategy uies all you can. Bookshelves with content strategy for mobile by karen. Karen mcgrane on building a strategy for mobile the content strategist and ux designer says that mobile will be the fulcrum to push smart publishers to restructure their content for a. Karen mcgrane on a good day, i make the web more awesome. Creating a content strategy for mobile devices in the classroom.
A failure in mobile security can cost companies many millions in fines and massive loss of customers. Karen mcgrane, author of content strategy for mobile and pioneer in user experience design and content strategy discusses content marketing opportunities in. Im karen mcgrane and i consult on digital strategy your company can hire me to identify and solve problems with your content management, user experience design, and mobile or multiplatform design. Im karen mcgrane and i consult on digital strategy. Reading content on mobile devices nielsen norman group. Post jobs, find pros, and collaborate commissionfree in our professional marketplace. Very difficult content may cause lower comprehension on mobile. Good content is planned and organised, so that it can be used flexibly and independent from specific platforms and devices. Aug 14, 2015 braintraffic ceo, content strategy pioneer, and author kristina halvorson says, content strategy guides planning for the creation, delivery, and governance of useful, usable content. A light dinner will be provided for the registration fee. Bestusability,features,andoverall mobileexperience. Implementing a multimedia content development strategy in. Elements of content strategy by erin kissane attached content strategy for mobile by karen mcgrane attached just enough research by erika hall attached ux design for startups by marcin treder attached sketching user experiences by bill buxton attached.
It already integrates with acquisitions, collection manager and ill and although these integrations are very basic and only focus on integrating information across modules, it has the potential to become a powerful aspect of managing access to electronic content for our institution, she expounds. Mobileye c2270 mobileye c2200 quick reference guide. Karen mcgrane, author of content strategy for mobile, on librarything librarything is a cataloging and social networking site for booklovers home groups talk zeitgeist. Clearly, mobile isnt just a new technology with a small screen size its the way the world is getting online. Priyanka dua met robert bu, general manager, uvweb india, to find out more.
Karen mcgrane says there are a lot of content management systems that look like a database got drunk and vomited all over the screen. The webinar will start promptly at 6pm, preceded by a half hour for socializing, networking, and food. She has led projects for companies including conde nast, the new york times, the atlantic, and time, inc. Karen mcgrane responsive design is a poor mans content strategy responsive design wont fix your content problem mobile only. Mar 24, 2015 developing a mobile content strategy isnt just about making content look as good on phones and tablets as it does on the desktop. Uncle sam wants you to optimize your content for mobile. Supersmart content strategist karen mcgrane puts it this way. Jan 12, 2014 with mobile device usage growing by leaps and bounds each year, perhaps its time to start creating a mobilefirst content marketing strategy and then work backwards to cater to your desktop visitors needs. A zombie apocalypse of new mobile devices, platforms, and screen sizes is upon us. I want to be karen mcgrane when i grow up, and you should want to be her too. Karen mcgrane s content strategy for mobile is an approachable, practical, even entertaining argument for going mobile first with your digital content. Log in you must be logged into bookshare to access this title. Karen mcgrane is an author, speaker and professor known for her expertise in website content strategy and user experience design ux.
Implementing a multimedia content development strategy. Develop mobile apps on a purchased mobile middleware platform work with a local, regional, or national system integrator to develop purchase via a mobile service provider portal site use a mobile extension of an existing packaged app from the vendor custom apps developed by a localregionalnational external developer. She demonstrates that with the rise of mobile, we have definitely reached the point where we can no longer use our longestablished methods of content creation, which mainly focus on the desktop. Required business core courses a business major is any student majoring in accountancy. Mcgrane is also the author of content strategy for mobile from 1998 to 2006, mcgrane was the vp and national lead for user experience of the marketing. Taking the shift to mobile as a focus for improving content for everyone, she makes the case that you need make sure that your content works on mobile, and sooner rather than later. Content in a zombie apocalypse uies all you can learn. Karen mcgrane has helped businesses create better digital products through the power of user experience design and content strategy for the past twenty years. If people log into their networks every time they have a moment, brands must make sure they upload new content to keep readers engaged long term. A mobile strategy needs to holistically define business objectives, key target groups and processes, policies, management and governance structures, quality assurance measures, and tangible measurement models for continuous tracking of return on investment roi.
Jan 09, 20 in terms of social media marketing, the best way to make the overall experience mobile at the core is by updating accounts regularly with hyperfocused content. Jul 27, 2015 when we think of mobile security, the first thought that pops into our heads is securing the device and the content on the device. Karen mcgrane author of content strategy for mobile. You have joined thousands of customers in the world, who have also chosen the mobileye c2270c2200 systems. And there arent enough designers, developers, and content experts to conquer every ui. Karen mcgrane on content strategy for mobile lullabot.
Content strategy for mobile paperback january 1, 2012 by karen mcgrane author isbn. Each plan includes strategy support from fundraising experts and turnkey merchant services with mobile payment app. Published in content strategy, karen mcgrane on content, mobile. Developing a content strategy for your mobile app blog. Karen mcgrane, author of content strategy for mobile and pioneer in user experience design and content strategy discusses content marketing opportunities in the disruptive rise of mobile. Karen mcgrane, author of content strategy for mobile and pioneer in user experience design and content strategy discusses content marketing opportunities. A case study on micromaxs mobile marketing strategies how. Jeff eaton and karen mcgrane discuss the rise of mobile. Karen mcgrane explains how and why individual fields of content should be annotated with information about what they contain to enable them to be used in a variety of contexts, letting the individual devices determine how to display what is needed rather than specifying it when content is. How to create a mobilefirst content marketing strategy.
She demonstrates that with the rise of mobile, we have. I appreciated the clear approach and writing style and was looking for more advice on practical application. She also teaches design management in the interaction design mfa program at the. She is the author of content strategy for mobile from a book apart. Our data analysis of comprehension scores also found a marginally significant interaction p. Mobile isnt just smartphones, and it doesnt necessarily mean you are on the move. Learn about membership options, or view our freely available titles. Karen mcgrane is the author of content strategy for mobile 4.
Of course, well have to change our production workflow, enhance. Karen mcgrane plays nicely in the content strategy, information architecture, and interaction design sandboxes. If you have an interesting mobile marketing tip, please leave it in the comments section below. Mobile roadies content management system makes it much simpler by allowing developers to provide users with real time updates that are synced across iphone, android, and the mobile web.
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