Ever since the iPad was announced back in January, the talk of the street among marketers and publishers has been how the new mobile devices can be used to achieve two-digit growth rates. Together with smartphones designed for web browsing – a task that Android phones and the iPhone do very well – the iPad has predicted a new mobile era for content creators.

Unfortunately, we have seen several initiatives from early adopters, who have gone mobile with a too-narrowed focus on the technology itself. Developing an iPad app will not save your business if you just replicate an existing message designed for another medium. The real key to success is to take both your audience and the medium seriously.

Mobile readers have different mindsets

When using mobile devices, the mindset of a user is different from when he or she is sitting in front of a screen. Quick access to desired information takes the top spot over interactivity and laid back entertainment. The nature of the device – a small screen, typically with touch capabilities – forms a natural frame around what content is useful and how to best present it.

Expanding reach to mobile devices

For Zmags customers, it’s all about expanding reach to mobile devices, be it product catalogs, weekly flyers, brochures or monthly magazines. It’s a starting destination for existing publications, and our upcoming mobile product supports this – but it’s only a starting point. Figuring out what part of your product, service or message is useful for the audience on the move is key. To get there, you need to find out how your existing online content resonates with mobile readers.

Read more about how to repurpose your content and rethink your concept in our new whitepaper, Strategic Guide for Bringing Content to Mobile Devices.