BRIDGET RANDOLPHSEO Analyst, Distilledbridget.randolph@distilled.net@BridgetRandolph
“Content Everywhere”:What Does It Mean andHow Do I Use It?BRIDGET RANDOLPH
In 2012, global mobile data traffic was 12xthe size of the entire Internet in the year 2000.@BridgetRandolphBridget Randol...
So we need mobile-friendlywebsites.@BridgetRandolphBridget Randolph
But “mobile” isn‟t just one thing:@BridgetRandolphBridget Randolph
Multiscreen World
Responsive Design.Bridget Randolph @BridgetRandolph
Responsive Design =mobile-friendly webpages@BridgetRandolphBridget Randolph
But…CONTENT != WEBPAGEBridget Randolph @BridgetRandolph
LAYOUT = WEBPAGE@BridgetRandolphBridget Randolph
CONTENT• Timeline• Related Topics• Other Posts byThis Author• BUY button• Navigation• Social ButtonsLAYOUT• SidebarCAN BEB...
REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
How Do We Fix This?Bridget Randolph @BridgetRandolph
Content Everywhere.
CONTENT EVERYWHERE• What Is It?• How Does It Work?• Why Should I Care?Bridget Randolph @BridgetRandolph
a system for managing ourcontent
across multiple platformsand channelsBridget Randolph @BridgetRandolph
Responsive Design…but for content.Bridget Randolph @BridgetRandolph
This system enables us to…Bridget Randolph @BridgetRandolph
…stop doing extra work.Bridget Randolph @BridgetRandolph
EXAMPLEA print publication decides to go onlineBridget Randolph @BridgetRandolph
So they create an online edition.(So far so good.)REDLOOKMagazineOnlineFeaturesFeature 1Feature 2Feature 3RegularColumnsCo...
Lots of mobile traffic, so they create a mobileedition with a mobile-friendly layout.(Still, so far so good.)REDLOOKm.onli...
Mobile edition.Tablet edition.Mobile app for iOS.Mobile app for Android.Tablet app for iOS.Tablet app for Android.Email ca...
We need a better way to…
COPE.Bridget Randolph @BridgetRandolph
CreateOncePublishEverywhereBridget Randolph @BridgetRandolph
Stop making morecontent, start buildingsystems.Sara Wachter-Boettcherfrom Content Everywhere: Strategy and Structure for F...
…stop making moreVERSIONSof our content, that is.Bridget Randolph @BridgetRandolph
How Does It Work?
3 Steps:1. Categorise Your Content2. Create the Relationships3. ImplementationBridget Randolph @BridgetRandolph
Step 1: Categorise YourContent
We need to take our unstructured “blobs”of content and turn them into structured“building blocks”.Categorise Your Content
(What‟s a blob?)@BridgetRandolphBridget RandolphCategorise Your Content
The goal is…@BridgetRandolphBridget RandolphCategorise Your Content
…to understand thepurpose and meaning ofeach piece of contentBridget Randolph @BridgetRandolphCategorise Your Content
instead of@BridgetRandolphBridget RandolphCategorise Your Content
CreatingContent forContent‟sSakeBridget Randolph @BridgetRandolphCategorise Your Content
Content AuditBridget Randolph @BridgetRandolphCategorise Your Content
Divide Content into “Types”, or CategoriesALL CONTENTFeatureArticleAuthorProfileReportCaseStudyRecipe ReviewBridget Randol...
Divide each “Type” into “Elements”, orBuilding BlocksFEATUREARTICLEHeadline/TitleMainBodyImageRelatedArticlesAuthor Teaser...
Step 2: Create theRelationships
Content ModelsCreate the RelationshipsBridget Randolph @BridgetRandolph
1) Model the Relationships between TypesDishEvent/HolidayRecipeMenuIngredientCuisineBridget Randolph @BridgetRandolphCreat...
2a) Model the Relationships within a TypeEXAMPLE 1 – Grocery StoreRecipe• Title• Byline• Teaser• Image• Instructions• Ingr...
2b) Model the Relationships within a TypeEXAMPLE 2 - EpicuriousRecipe• Title• Byline• Publication Attribution• Yield• Acti...
Specify a Hierarchyusing conditional rules andthree main criteria:Bridget Randolph @BridgetRandolphCreate the Relationships
MEANING:“Keep image thumbnailbeside title at all times.”Bridget Randolph @BridgetRandolphCreate the Relationships
PRIORITY:“Call to Action buttonshould always be below thetitle and teaser but as closeto the top as possible.”Bridget Rand...
RELATIONSHIPS:“Author byline shouldalways be directly belowthe title.”Bridget Randolph @BridgetRandolphCreate the Relation...
MarkupBridget Randolph @BridgetRandolphCreate the Relationships
Markup: Tags vs Formatting<headline/><author/><call to action/>• bold, 20pt• link to author page• big green “BUY” buttonin...
We need to give our content astandardised, flexible structure instead ofjust editing itsformat each time we use it.STRUCTU...
You wouldn‟t create a responsivelydesigned webpage layout with formatting.It‟s the same principle.@BridgetRandolphBridget ...
Remember:MARKUP != SCHEMA.ORGBridget Randolph @BridgetRandolphCreate the Relationships
HTML• Microformats• HTML5 Microdata• Schema.orgStructural• XML• RDF• OWL• DITABridget Randolph @BridgetRandolphCreate the ...
Does it matter whichone you use?Bridget Randolph @BridgetRandolphCreate the Relationships
Not really.Bridget Randolph @BridgetRandolphCreate the Relationships
The important thing is toBridget Randolph @BridgetRandolphCreate the Relationships
CreateSTRUCTURE, notFORMATTING.Bridget Randolph @BridgetRandolphCreate the Relationships
Step 3: Implementation
You‟ll need to work with yourdevelopers to customise your CMSImplementationBridget Randolph @BridgetRandolph
Ok, this is pretty COOL!Bridget Randolph @BridgetRandolph
But I do SEO,not Content Management Systems.Bridget Randolph @BridgetRandolph
Why Should *I* Care?
Don‟t be so GRUMPY!Bridget Randolph @BridgetRandolph
TL;DRWe should care becauseBridget Randolph @BridgetRandolph
it makes our lives easierBridget Randolph @BridgetRandolph
andBridget Randolph @BridgetRandolph
improves the overalluser experience.Bridget Randolph @BridgetRandolph
But also…Bridget Randolph @BridgetRandolph
4 key areasfor SEOBridget Randolph @BridgetRandolph
1. better internal linkingBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEArizona Board of TourismBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEBBC Wildlife FinderBridget Randolph @BridgetRandolph
2. content hubsfor money keywordsBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEBBC Food – “dish” pagesBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEBBC Food – “ingredient” pagesBridget Randolph @BridgetRandolph
ResultsBBC Food saw an increase ofmore than 150,000 visitors weeklyfrom search aloneandOverall traffic doubled, from aroun...
3. better CRO/UXBridget Randolph @BridgetRandolph
REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
4. structured data@BridgetRandolphBridget Randolph
SEOs LOVE Structured Data.Bridget Randolph @BridgetRandolph
*I* love Structured Data.Bridget Randolph @BridgetRandolph
WHY?Bridget Randolph @BridgetRandolph
Because it does myjob for me.Bridget Randolph @BridgetRandolph
My Job =explaining to the search enginewhat my website is aboutBridget Randolph @BridgetRandolph
Structured Data =Rich Snippets and Better SEOBridget Randolph @BridgetRandolph
You can‟t use it mindlesslyBridget Randolph @BridgetRandolph
So Use It Wisely.
The Content Everywheresystem will not…Bridget Randolph @BridgetRandolph
Help with device-, site-, or page-specific content or featuresBridget Randolph @BridgetRandolph
Prevent duplicate contentissuesBridget Randolph @BridgetRandolph
It‟s a System,NOT a Strategy
Strategytells you what, when, how to createVS.Systemgives you a framework todeliver your content@BridgetRandolphBridget Ra...
Hopefully, you‟re convinced.Bridget Randolph @BridgetRandolph
What‟s the takeaway?Bridget Randolph @BridgetRandolph
We want to create flexible content sothat our audience canfind it, use it, learn fromit, share it, and love it.
…read it.
It‟s all about future-proofingyour content.
You don‟t have toimplement it all at once.
But something is betterthan nothing.(PROTIP: Don‟t be a Starbucks)
So let‟s start planningfor the future.(you don‟t really have a choice)
Thanks.Any questions?BRIDGET RANDOLPHbridget.randolph@distilled.net@BridgetRandolph
Read the Book.Content Everywhere:Strategy and Structure forFuture-Ready Contentby Sara Wachter-Boettcher,December 2012, Ro...
NotesSources:Mobile Data Traffic Statistic from: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/n...
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  • MANUAL EFFORT VS AUTOMATION
  • DistilledLive_Bridget Randolph_Content Everywhere

    1. 1. BRIDGET RANDOLPHSEO Analyst, Distilledbridget.randolph@distilled.net@BridgetRandolph
    2. 2. “Content Everywhere”:What Does It Mean andHow Do I Use It?BRIDGET RANDOLPH
    3. 3. In 2012, global mobile data traffic was 12xthe size of the entire Internet in the year 2000.@BridgetRandolphBridget Randolph02004006008001000ALL Global InternetTraffic in 2000Global Mobile Traffic in201275885petabytes/month
    4. 4. So we need mobile-friendlywebsites.@BridgetRandolphBridget Randolph
    5. 5. But “mobile” isn‟t just one thing:@BridgetRandolphBridget Randolph
    6. 6. Multiscreen World
    7. 7. Responsive Design.Bridget Randolph @BridgetRandolph
    8. 8. Responsive Design =mobile-friendly webpages@BridgetRandolphBridget Randolph
    9. 9. But…CONTENT != WEBPAGEBridget Randolph @BridgetRandolph
    10. 10. LAYOUT = WEBPAGE@BridgetRandolphBridget Randolph
    11. 11. CONTENT• Timeline• Related Topics• Other Posts byThis Author• BUY button• Navigation• Social ButtonsLAYOUT• SidebarCAN BEBridget Randolph @BridgetRandolph
    12. 12. REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
    13. 13. REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
    14. 14. REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
    15. 15. REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
    16. 16. How Do We Fix This?Bridget Randolph @BridgetRandolph
    17. 17. Content Everywhere.
    18. 18. CONTENT EVERYWHERE• What Is It?• How Does It Work?• Why Should I Care?Bridget Randolph @BridgetRandolph
    19. 19. a system for managing ourcontent
    20. 20. across multiple platformsand channelsBridget Randolph @BridgetRandolph
    21. 21. Responsive Design…but for content.Bridget Randolph @BridgetRandolph
    22. 22. This system enables us to…Bridget Randolph @BridgetRandolph
    23. 23. …stop doing extra work.Bridget Randolph @BridgetRandolph
    24. 24. EXAMPLEA print publication decides to go onlineBridget Randolph @BridgetRandolph
    25. 25. So they create an online edition.(So far so good.)REDLOOKMagazineOnlineFeaturesFeature 1Feature 2Feature 3RegularColumnsCover StoryBy Author BylineLONDON, UK., -- Lorem ipsum dolor sitamet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt utlaoreet dolore magna aliquam eratvolutpat. Ut wisi enim ad minimveniam, quis nostrud exerci tationullamcorper suscipit lobortis nisl ut aliquipex ea commodo consequat. Duis autem veleum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illumdoloreAdAdBridget Randolph @BridgetRandolph
    26. 26. Lots of mobile traffic, so they create a mobileedition with a mobile-friendly layout.(Still, so far so good.)REDLOOKm.onlineCoverStoryBy AuthorLONDON, UK., -- Loremipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibh euismodtincidunt ut laoreet doloremagna aliq
    27. 27. Mobile edition.Tablet edition.Mobile app for iOS.Mobile app for Android.Tablet app for iOS.Tablet app for Android.Email campaigns.Social media.Instapaper.Bridget Randolph @BridgetRandolph
    28. 28. We need a better way to…
    29. 29. COPE.Bridget Randolph @BridgetRandolph
    30. 30. CreateOncePublishEverywhereBridget Randolph @BridgetRandolph
    31. 31. Stop making morecontent, start buildingsystems.Sara Wachter-Boettcherfrom Content Everywhere: Strategy and Structure for Future-Ready Content, December2012, Rosenfeld MediaBridget Randolph @BridgetRandolph
    32. 32. …stop making moreVERSIONSof our content, that is.Bridget Randolph @BridgetRandolph
    33. 33. How Does It Work?
    34. 34. 3 Steps:1. Categorise Your Content2. Create the Relationships3. ImplementationBridget Randolph @BridgetRandolph
    35. 35. Step 1: Categorise YourContent
    36. 36. We need to take our unstructured “blobs”of content and turn them into structured“building blocks”.Categorise Your Content
    37. 37. (What‟s a blob?)@BridgetRandolphBridget RandolphCategorise Your Content
    38. 38. The goal is…@BridgetRandolphBridget RandolphCategorise Your Content
    39. 39. …to understand thepurpose and meaning ofeach piece of contentBridget Randolph @BridgetRandolphCategorise Your Content
    40. 40. instead of@BridgetRandolphBridget RandolphCategorise Your Content
    41. 41. CreatingContent forContent‟sSakeBridget Randolph @BridgetRandolphCategorise Your Content
    42. 42. Content AuditBridget Randolph @BridgetRandolphCategorise Your Content
    43. 43. Divide Content into “Types”, or CategoriesALL CONTENTFeatureArticleAuthorProfileReportCaseStudyRecipe ReviewBridget Randolph @BridgetRandolphCategorise Your Content
    44. 44. Divide each “Type” into “Elements”, orBuilding BlocksFEATUREARTICLEHeadline/TitleMainBodyImageRelatedArticlesAuthor TeaserParagraphBridget Randolph @BridgetRandolphCategorise Your Content
    45. 45. Step 2: Create theRelationships
    46. 46. Content ModelsCreate the RelationshipsBridget Randolph @BridgetRandolph
    47. 47. 1) Model the Relationships between TypesDishEvent/HolidayRecipeMenuIngredientCuisineBridget Randolph @BridgetRandolphCreate the Relationships
    48. 48. 2a) Model the Relationships within a TypeEXAMPLE 1 – Grocery StoreRecipe• Title• Byline• Teaser• Image• Instructions• Ingredients• Nutritional Info• Yield• Cooking/Prep TimeStoreCategorySpecialtyDietBridget Randolph @BridgetRandolphCreate the Relationships
    49. 49. 2b) Model the Relationships within a TypeEXAMPLE 2 - EpicuriousRecipe• Title• Byline• Publication Attribution• Yield• Active Time• Total Time• Teaser Description• Image• Ingredients• Preparation• Wine Pairings• Reviews• Main ingredients• Type• Dietary considerations• Related Menus• Related RecipesRecipeTypesRelatedWinesRelatedMenusReviewsRelatedDietsRelatedRecipesBridget Randolph @BridgetRandolphCreate the Relationships
    50. 50. Specify a Hierarchyusing conditional rules andthree main criteria:Bridget Randolph @BridgetRandolphCreate the Relationships
    51. 51. MEANING:“Keep image thumbnailbeside title at all times.”Bridget Randolph @BridgetRandolphCreate the Relationships
    52. 52. PRIORITY:“Call to Action buttonshould always be below thetitle and teaser but as closeto the top as possible.”Bridget Randolph @BridgetRandolphCreate the Relationships
    53. 53. RELATIONSHIPS:“Author byline shouldalways be directly belowthe title.”Bridget Randolph @BridgetRandolphCreate the Relationships
    54. 54. MarkupBridget Randolph @BridgetRandolphCreate the Relationships
    55. 55. Markup: Tags vs Formatting<headline/><author/><call to action/>• bold, 20pt• link to author page• big green “BUY” buttoninstead ofSEMANTICMARKUPPRESENTATIONALMARKUPBridget Randolph @BridgetRandolphCreate the Relationships
    56. 56. We need to give our content astandardised, flexible structure instead ofjust editing itsformat each time we use it.STRUCTURE<h1></h1><attribute=„author><type=„timeline‟/>FORMAT<font=“TrebuchetMS”><font-size: 20pt><font-color: blue>vsCreate the Relationships
    57. 57. You wouldn‟t create a responsivelydesigned webpage layout with formatting.It‟s the same principle.@BridgetRandolphBridget Randolph
    58. 58. Remember:MARKUP != SCHEMA.ORGBridget Randolph @BridgetRandolphCreate the Relationships
    59. 59. HTML• Microformats• HTML5 Microdata• Schema.orgStructural• XML• RDF• OWL• DITABridget Randolph @BridgetRandolphCreate the Relationships
    60. 60. Does it matter whichone you use?Bridget Randolph @BridgetRandolphCreate the Relationships
    61. 61. Not really.Bridget Randolph @BridgetRandolphCreate the Relationships
    62. 62. The important thing is toBridget Randolph @BridgetRandolphCreate the Relationships
    63. 63. CreateSTRUCTURE, notFORMATTING.Bridget Randolph @BridgetRandolphCreate the Relationships
    64. 64. Step 3: Implementation
    65. 65. You‟ll need to work with yourdevelopers to customise your CMSImplementationBridget Randolph @BridgetRandolph
    66. 66. Ok, this is pretty COOL!Bridget Randolph @BridgetRandolph
    67. 67. But I do SEO,not Content Management Systems.Bridget Randolph @BridgetRandolph
    68. 68. Why Should *I* Care?
    69. 69. Don‟t be so GRUMPY!Bridget Randolph @BridgetRandolph
    70. 70. TL;DRWe should care becauseBridget Randolph @BridgetRandolph
    71. 71. it makes our lives easierBridget Randolph @BridgetRandolph
    72. 72. andBridget Randolph @BridgetRandolph
    73. 73. improves the overalluser experience.Bridget Randolph @BridgetRandolph
    74. 74. But also…Bridget Randolph @BridgetRandolph
    75. 75. 4 key areasfor SEOBridget Randolph @BridgetRandolph
    76. 76. 1. better internal linkingBridget Randolph @BridgetRandolph
    77. 77. REAL WORLD EXAMPLEArizona Board of TourismBridget Randolph @BridgetRandolph
    78. 78. REAL WORLD EXAMPLEBBC Wildlife FinderBridget Randolph @BridgetRandolph
    79. 79. 2. content hubsfor money keywordsBridget Randolph @BridgetRandolph
    80. 80. REAL WORLD EXAMPLEBBC Food – “dish” pagesBridget Randolph @BridgetRandolph
    81. 81. REAL WORLD EXAMPLEBBC Food – “ingredient” pagesBridget Randolph @BridgetRandolph
    82. 82. ResultsBBC Food saw an increase ofmore than 150,000 visitors weeklyfrom search aloneandOverall traffic doubled, from around650,000 weekly visitors to around 1.3 million.@BridgetRandolphBridget Randolph
    83. 83. 3. better CRO/UXBridget Randolph @BridgetRandolph
    84. 84. REAL WORLD EXAMPLEStarbucksBridget Randolph @BridgetRandolph
    85. 85. 4. structured data@BridgetRandolphBridget Randolph
    86. 86. SEOs LOVE Structured Data.Bridget Randolph @BridgetRandolph
    87. 87. *I* love Structured Data.Bridget Randolph @BridgetRandolph
    88. 88. WHY?Bridget Randolph @BridgetRandolph
    89. 89. Because it does myjob for me.Bridget Randolph @BridgetRandolph
    90. 90. My Job =explaining to the search enginewhat my website is aboutBridget Randolph @BridgetRandolph
    91. 91. Structured Data =Rich Snippets and Better SEOBridget Randolph @BridgetRandolph
    92. 92. You can‟t use it mindlesslyBridget Randolph @BridgetRandolph
    93. 93. So Use It Wisely.
    94. 94. The Content Everywheresystem will not…Bridget Randolph @BridgetRandolph
    95. 95. Help with device-, site-, or page-specific content or featuresBridget Randolph @BridgetRandolph
    96. 96. Prevent duplicate contentissuesBridget Randolph @BridgetRandolph
    97. 97. It‟s a System,NOT a Strategy
    98. 98. Strategytells you what, when, how to createVS.Systemgives you a framework todeliver your content@BridgetRandolphBridget Randolph
    99. 99. Hopefully, you‟re convinced.Bridget Randolph @BridgetRandolph
    100. 100. What‟s the takeaway?Bridget Randolph @BridgetRandolph
    101. 101. We want to create flexible content sothat our audience canfind it, use it, learn fromit, share it, and love it.
    102. 102. …read it.
    103. 103. It‟s all about future-proofingyour content.
    104. 104. You don‟t have toimplement it all at once.
    105. 105. But something is betterthan nothing.(PROTIP: Don‟t be a Starbucks)
    106. 106. So let‟s start planningfor the future.(you don‟t really have a choice)
    107. 107. Thanks.Any questions?BRIDGET RANDOLPHbridget.randolph@distilled.net@BridgetRandolph
    108. 108. Read the Book.Content Everywhere:Strategy and Structure forFuture-Ready Contentby Sara Wachter-Boettcher,December 2012, Rosenfeld Media.Bridget Randolph @BridgetRandolph
    109. 109. NotesSources:Mobile Data Traffic Statistic from: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.htmlContent Everywhere book: http://rosenfeldmedia.com/books/content-everywhere/Sara Wachter-Boettcher blog: www.sarawb.comKaren McGrane blog: www.karenmcgrane.comA List Apart: http://alistapart.com/Image Credits:Mobile devices Image: http://www.universalmind.com/uploads/cache/uploads/mindshare/7387824246_f7b707675e_590_230_90_c1.jpgStarbucks example: www.starbucks.com/coffee/dark/espresso-roastLazy College Senior meme: http://knowyourmeme.com/photos/262971-lazy-college-seniorMagazine Cover: www.fakeazine.comblob: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR4XYMAvMUTmEO8xrpEn8EQYQtlrrespzlmbZwsPKScDSm3diIXDgbuilding blocks: http://www.linvio.com/images/pmtx/building_blocks_med.jpgCool Obama: http://1.androidauthority.com/wp-content/uploads/2012/03/Not-Bad-Obama-Meme2.jpgGrumpy Cat: http://www.catster.com/files/original.jpgArizona Board of Tourism: http://arizonaguide.com/places-to-visit/north-central-arizona/sedonaBBC Examples: www.bbc.co.uk/wildlifefinder AND www.bbc.co.uk/foodRich snippets image: http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.pngRyan Gosling Meme: www.memegenerator.comContent buzzword wordcloud: https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERgDilbert comic strip image: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/p480x480/537888_518359451541411_121747558_n.jpgContent Everywhere book cover: http://www.digitalforreallife.com/wp-content/uploads/2013/03/content-everywhere-lg.gifBridget Randolph @BridgetRandolph

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