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Sara Wachter-BoettcherCS NYC – February 2013
Preparing your content—and
your company
-READYFUTURE
‘‘Every client, in my experience, has a content problem.
Mark Boulton, Web Directions South
responsive design mobile-first cross-channel experiences read-it-later apps api-driven design lazy-loading adaptive experiences linked-data mashups web-enabled tvs future-friendly thinking multi-screen strategies flexible grids mobile-only users web-connected cars
responsive design mobile-first cross-channel experiences read-it-later apps api-driven design lazy-loading adaptive experiences linked-data mashups web-enabled tvs future-friendly thinking multi-screen strategies flexible grids mobile-only users web-connected cars
THERE’S NO MORE HIDING FROM IT.
‘‘In traditional media, canvas dimensions are a known constraint... With digital, however, the canvas is an unknown.Instead, we need to build on what we do know: content.
Chris Armstrong, “The Infinite Grid”
Everyone agrees: We’ve got to deal with content. For reals.
and yet:
WE’VE STILL GOT SO FAR TO GO.
Inaccessible.
Broken.
Missing.
Useless.
Even launching a new homepage is hard.
‘‘The Microsoft.com team built tools, guidelines, and processes to help localize everything from responsive images to responsive content into approximately 100 different markets... They adapted their CMS to allow Content Strategists to program content on the site.
Nishant Kothary,“The Story of the New Microsoft.com”
This is why mobile is so hard.
the web’s moving forward,
BUT OUR CONTENT’S STILL STUCK.
on the website”“just stick it up
www.flickr.com/photos/wordridden/6125516150/
We create content like this.
We create content like this.
CONTENT GOES HERE.
So we can do this.
www.flickr.com/photos/76029035@N02/6829344565
So we can do this.
www.flickr.com/photos/76029035@N02/6829344565
CONTENT GOES HERE.
But we end up with this.
But we end up with this.
CONTENT GOES HERE.
it’ll only get
By Eva-Lotta Lamm
worse
We don’t need more content. We need content that does more.
NPR’s Central CMS
Storage API
WebsitesMobile SitesAppsThird Parties
COPE: Create Once, Publish Everywhere
content likewater
www.flickr.com/photos/briangaid/2909765394/
Of course, content doesn’t just magically flow.
It takes infrastructure.
Which starts with content.
By Eva-Lotta Lamm
care and craft content takes
And a CMS to match
not just hierarchyinterconnection,
Of course, structured data isn’t new.
From Web Database Applications with PHP & MySQL by Hugh E. Williams and David Lane (O’Reilly, 2003)
What?
No idea!
Huh?
The results just weren’t always great.
this didn’tfix it
By Eva-Lotta Lamm
www.melissaanddoug.com
arbitrarystructure isn’t
It’s about taking our content knowledge...
www.flickr.com/photos/darkfoxprime/4348506299/
patternsand finding
www.flickr.com/photos/peroshenka/408997641
not just “pages”
Patterns help establish content types.
...etc. etc. etc.
Event ListingsShowsBlog PostsArticlesProfilesBios Help ModulesPress ReleasesDirectoriesRecipesShows Product ListingsNews BriefsResearch Papers
Content types create a content system.
systems giveus options
By Eva-Lotta Lamm
We can’t manually manage how each bit of content looks.
But every bit of structure gives us the option to make a rule.
rules tell contentwhat to do
If [content type] is in [situation], then [do this with] the [content elements].
If [a recipe] is in [the app], then [include] the [ratings before the ingredients].
structure helpscontent move
Now, for the hard part.
our content’s stuck
BECAUSE WE ARE STUCK.
it’s people,not just tech
3CHALLENGESFOR OUR ORGANIZATIONS
mentality1. mass-production
LIFE magazine archives
People keep creating content the same way they always have: big WYSIWYG blobs.
THE PROBLEM
WYSIWYG or WYSIWTF?
THE REAL PROBLEMContent-producing roles aren’t tied to business strategy, goals, or vision—so those working in them see no reason to change.
www.flickr.com/photos/seattlemunicipalarchives/2710933334
that’s not my job! i just keep the production
line moving.
A BETTER WAYContent strategy bridges the gap between executive vision and daily execution, defining how content will serve strategy over time.
teams2. compartmentalized
Content-producing departments don’t communicate, or are even hostile to one another.
THE PROBLEM
protect the fiefdom!
www.flickr.com/photos/domhill/7190797128/
Government is notorious for this.
This is duplicative and inefficient. Not to mention confusing as hell.
THE REAL PROBLEMDepartments that are always focused on themselves are not thinking about their customers.
www.flickr.com/photos/red_devil/4728500604
the underpantsproblem
‘‘Customers don't know—and don't care to know—how government is organized. So why make them go from agency [website] to agency [website] to get the full picture of what gov't has to offer on any subject?
Participant, National Dialogue onImproving Government Websites
A BETTER WAYTranscend silos with cross-department teams focused on tackling a single issue. Empower them to spread new ideas.
www.flickr.com/photos/expertinfantry/5416964813
control3. obsession with
THE PROBLEMStakeholders don’t get digital—they want everything fixed in place, like print, before approval.
terrifies themuser control
THE REAL PROBLEMThe organization isn’t built for change—and suddenly, things are changing fast. Rather than adapt, it’s trying to stop the shift.
keep movingthings will
It’s not just dealing with mobile. It’s becoming an organization that’s adept at change.
A BETTER WAY
good news!
CONTENT STRATEGISTS CAN HELP
excited bunchwe’re an
LIFE magazine archives
It’s time we share that passion with the whole organization.
3WAYS TO MAKE CHANGE HAPPEN
Make mobile an entry point, not the end point.1
‘‘Use mobile as a wedge to create a better experience for ALL users.
Karen McGrane
Also true for changing organizations.
break down doorsuse mobile to
www.flickr.com/photos/justin-march/3720489344/
Don’t sell solutions. Invest more deeply. 2
save the daywe don’t
messy workit’s hard,
www.flickr.com/photos/trondheim_byarkiv/4773880876
Do less.Facilitate more. 3
After the CMS is updated...
Or the API is launched...
The content will still need help.
to fish...teach ’em
Find the people your work affects, and incorporate them from the start.
And finally, there’s you.
the futurewe can’t see
By Eva-Lotta Lamm
but we canplay a role in it
THANK YOU,
NYC CS!
Flickr images used via CC-Attribution license unless otherwise noted. Illustrations used with the permission of Eva-Lotta Lamm.
Content Everywhere is available now!http://rfld.me/content-everywhere
sarawb.com // @sara_ann_marie
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