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Karen McGrane, author of ‚Content Strategy for Mobile’ and pioneer in user experience design and content strategy discusses content marketing opportunities in the disruptive rise of mobile technology. In a world, where 87% of connected device sales will be tablets and smartphones within three years, marketing has a unique opportunity, right now, to clean up crappy, outdated, useless content. Less verbose, more succinct; less ugly, more attractive; less awkward, more intuitive; less about us, more about you.
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Content Strategy for a Mobile World
Karen McGrane
CONTENT IN A ZOMBIE APOCALYPSE
@karenmcgrane
WEB
MOBILE
TABLETS
SMART TV
IN-CAR
STAR TREK COMPUTER
WATCHES
STADIUM SCOREBOARDS
DIGITAL SIGNAGE
REFRIGERATOR
TOAST
CONTENT
EMAILINTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEBWEBSITE
TABLET APPS
MOBILE APPS
BLOGS
SMART TV
IN-CAR SYSTEMS
GOOGLE GLASS
DIGITAL SIGNAGE
DELICIOUS TOAST
WATCHES
PROTECT OURSELVES
TRUE SEPARATION OF CONTENT FROM FORM
The future of content management systems is in their ability to
capture the content in a clean, presentation-independent way.
—Daniel Jacobson, Netflix
THE WEB IS NOT A LASER PRINTER
Imitating paper on a computer screen is like
tearing the wings off a 747 and using it as a bus on
the highway.
—Ted Nelson
BLOBS vs. CHUNKS
STRUCTURED CONTENT SEMANTIC METADATA CONTENT PACKAGES AUTHOR EXPERIENCE
SEMANTIC METADATA
Ethan Resnick, @studip101
Metadata is a love note to the future.
Metadata is the new art direction.
Jason Scott, @textfiles
CONTENT PACKAGES
A PACKAGE OF IMAGE CROPS
TRUNCATION IS NOT A CONTENT STRATE…
AUTHOR EXPERIENCE
They hate all the fields.
They say they wantMicrosoft Word.
WYSIWYG is what they understand.
If I had asked people what they wanted, they would have
said faster horses.
—Not Henry Ford
“Beautiful software, even for back-end users, is becoming an expectation. We’re moving in this direction because we now understand that better content management systems foster better content.
—Matt Thompson
THE WEB ISN’T PRINT.
THE WAY PEOPLE CREATE CONTENT HAS TO CHANGE.
OUR FUTURE DEPENDS ON FIGHTING OFF THE ZOMBIES
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