Empathy as Content Strategy

Thanks for reading this post. Are you at a computer? Maybe you’re using an iPhone. If so, should I assume you’re on the bus or walking down the street? Maybe you’re not. Maybe you’re just on your couch and too lazy to grab the laptop. How should I, as a content creator, anticipate and prepare for that?

When thinking about what mobile means, web content expert Gerry McGovern urges us not to make assumptions about context and intent. “Mobile is not necessarily mobile,” he says, raising examples of people browsing the web via a mobile device in bed, on the couch or even on the toilet. Making assumptions can inform a reactive, rather than strategic, course of action. The key, McGovern asserts, is to bring empathy in the process.

Web strategy is far more about psychology than technology, blogs, Twitter or any other forms of content. The more people use the web to live their lives and do their jobs, the more web professionals need to invest in understanding human behavior.

Source: You don’t need a mobile strategy by Gerry McGovern, New Thinking, Nov. 21, 2011

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »

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