Contextual content determines value
Once we determine where to develop, we need to determine what to develop. The content that people are apt to consume sitting at their desks in front of a computer is not necessarily the same content they're likely to need while sitting in a cab with their mobile devices.
The most obvious example of contextually relevant content for smartphones is location. What is one question people accessing your site on their mobile device are likely to ask? Your location: Where is your office -- or restaurant or ATM -- located?
But there are less obvious examples as well. People are consuming mobile video in droves. BrightRoll CEO Tod Sacerdoti anticipates that fully half of his company's mobile inventory will be video by the end of the year. How will that affect your content strategy?
Significant behavioral differences exist when you're thinking about a tablet environment vs. a phone vs. a PC. Your goal should be to align human needs and behavior with your business objectives. Creating content that is contextually relevant will enable you to do that.
And one word of warning: Don't expect your fancy app to be the face of your brand in mobile. When people search for something on Google, they're not going to find your app. When people click on a link in an email or an article or a tweet, they're not going to find your app. They're going to find your website.
Will it have content that matters to them when they get there?