January 16, 2015 Digital content across different platforms

January 2015 newsletter

Adobe Application

Welcome back and hello 2015!

Over the Christmas break – while I wasn’t stuffing my face with turkey, chocolates and wine – I considered what might be some of the biggest work challenges I’d face this year.

I think ‘the multiscreen experience’ is going to be a big focus in 2015. With native apps and homescreen shortcuts at the forefront of user interaction, content spanning multiple platforms needs to be more strategic than ever. (For some context, see a video of what Adobe has been up to below.)

This trend has been reiterated by Anthony Harrison, Co-Founder of Melbourne-based app specialist Made By Eastwood. He says:

In 2014, tried and tested digital marketing methods such as display advertising, promotional emails and search engine marketing became less rewarding. This was mainly due to competition among brands driving up the cost and savvy customers becoming attuned to blocking out ads.

Realising this, brands have channelled budgets into creating engagement items to better connect with customers. Over the last 12 months we’ve created apps for Cricket Australia, the Melbourne Stars and Essendon FC, in which customers are engaged for upwards of 7 minutes at a time. The platform allows brands to have fun, and gives customers the opportunity to see them in a less corporate light.

You can read more about apps from Anthony here.

Next time you’re rethinking your website, imagine how your key messages and functions can be consumed across multiple devices and technologies – and devise a unique experience that encourages people to come back for more.

Till next month…
Best wishes, Natalie and the Avion team.

Content tips & tricks

5 RULES FOR BETTER WEB WRITING
By Josh Catone, Mashable

Text is a very important part of user experience on the web, so it needs and deserves the same sort of design consideration. Here are five rules for writing better for the web.

HOW TO CONDUCT A CONTENT AUDIT
By Donna Spencer, UXmastery

If you’re working on any kind of redesign project involving a large amount of content, such as that of a website, one of the first tasks you’ll need to perform is a content audit. Read how here.

LANDING PAGE COPYWRITING MISTAKES THAT LEAVE YOUR VISITORS CONFUSED AND FRUSTRATED
By Jen Havice, Unbounce

Many marketers seem to have a difficult time writing copy that keys their prospects into exactly what they need to do. Here are a few common copywriting mistakes to avoid.