Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when every word counts, consistency, messaging, and editorial strategy matter most. First things first: get your message right. We'll discuss how to prioritize communication goals to kick off the content strategy process, no matter the screen on which you're planning to communicate.

1. Margot Bloomstein Web Content June 6, 2011 @mbloomstein | #wccon FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.

2. We’ve got this. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

3. We’ve got this. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

6. Frequent updates

7. Demand for novelty

8. History – press releases

10. Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

11. Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

12. Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

13. Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.

15. Frequent updates

16. Demand for novelty

17. History – press releases

19. Frequent updates

20. Demand for novelty

21. History – press releases

22. Future – “Upcoming”

24. Frequent updates

25. Demand for novelty

26. History – press releases

27. Future – “Upcoming”

28. Variable contexts

30. Frequent updates

31. Demand for novelty

32. History – press releases

33. Future – “Upcoming”

34. Variable contexts

35. Contextual relevance

37. Frequent updates

38. Demand for novelty

39. History – press releases

40. Future – “Upcoming”

41. Variable contexts

42. Contextual relevance

43. Demand for relevance

45. Frequent updates

46. Demand for novelty

47. History – press releases

48. Future – “Upcoming”

49. Variable contexts

50. Contextual relevance

51. Demand for relevance

52. There’s only now

54. Good mobile experiences are empowering to the point of narcissism…So how can you maintain a brand and experience between the user and context?

55. Quick to the point /to the point no fakin’

57. Triage and support varying contexts (and empower navigation between them)

59. What’s a message architecture? Concrete, shared terminology, not abstract concepts.

60. Make us look innovative, but not risky.

61. We’re smart, but savvy… that’s not us.

62. It should say traditional, but edgy.

65. Identify conflicting priorities

66. Preserve voice in CTAs, error messages…

67. Maintain long-term consistency

71. Proactive Unfussy White space & clean lines

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77. Message architecture… Cheeky Customer oriented and responsive Helpful

78. Versus brand values? Design Innovation Community Excellence These inspire, but without priority.

79. What are varying contexts? Good experiences triage and support varying mobile contexts—and let users navigate between them.

81. Which gate am I going to again?

82. Did they change the gate?

83. My connection is tight—where do I run?

84. Is there another delay?!

86. Layer, don’t limit Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.

88. Layered information Options to see more Minimal detail

89. Layer, don’t limit… or pay the price.

90. H&M dress screenshots

91. I want to buy this dress.Do you have this dress?I want to give you my money.

92. What’s the message architecture? Who are you again? What’s the use case for this?

96. We can do better than this.Content strategy can help.

97. Thank you! Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCON Feedback? http://spkr8.com/t/7729

98. Thank you! Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, LisPardi, The Cars Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.net Vanilla Ice image © Associated Press

99. Thank you! Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wccon Feedback? http://spkr8.com/t/7729