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How to Future-proof Your content

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  • 1. How to Future-proofYour Content07 February 2013by Sarah Beckleyof razorfish
  • 2. Sarah Beckley • Senior Content Strategist, Razorfish, Chicago • 7 years in Content Strategy • +10 years tech/web writing • Specialize in the financial services industry • @sarahbeckley2 2
  • 3. The Past Perfect Fail
  • 4. Even the dead have a website4
  • 5. The Home page is dead5 5
  • 6. Heck, the web page is dead6 6
  • 7. Turn Content Around
  • 8. Novel = Vlog + Twitter + Tumblr8 8
  • 9. Serial = Mobile app + UGC w/a twist9 9
  • 10. Content = Live + Multimedia + TV10 10 Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog
  • 11. Future Tense
  • 12. Future content must be magical • Adaptable • Accessible • Agile • Findable • Mutable • Nimble • Responsive12
  • 13. Future content keywords • Structure • Schema • Size • Standards • Socialize13
  • 14. Structure: Put a tag on it • The Journalism model: head, caption, body • Metadata • Semantics • Tags • XML • HTML514 14
  • 15. Schema: Draw a map • Map relationships • Identify Content types • Flexible • Governable15 15
  • 16. Size: Small but effective16
  • 17. Socialize: Drive the bus17
  • 18. Standards: Draw a line in the sand • Content guidelines • Governance board • Editor in chief • Document everything18 18
  • 19. Ouroboros
  • 20. Make a plan, review it regularly • Structure • Schema • Size • Standards • Socialize20
  • 21. Next Steps
  • 22. The details are here • “Nimble” by Razorfish/Rachel Lovinger • Content Strategy for Mobile by Karen McGrane • Content Everywhere: Strategy and structure for future-ready content by Sara Wachter-Boettcher • Managing Enterprise Content by Ann Rockley and Charles Cooper • “Contents May have Shifted” by Erin Kissane (and the rest of Issue No. 4 of Contents Magazine) • Mobile First by Luke Wroblewski • “Mobile Content Strategy and Why Should I Care?” Karolina Szczur22
  • 23. End