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Content in a Zombie Apocalypse

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Friends, a zombie apocalypse is upon us: an onslaught of new mobile devices, platforms, and screen sizes, hordes of them descending every day. We're outmatched. There aren't enough designers and …

Friends, a zombie apocalypse is upon us: an onslaught of new mobile devices, platforms, and screen sizes, hordes of them descending every day. We're outmatched. There aren't enough designers and developers to battle every platform. There aren't enough editors and writers to populate every screen size. Defeating the zombies will require flexibility and stamina—in our content. We'll have to separate our content from its form, so it can adapt appropriately to different contexts and constraints. We'll have to change our production workflow so we're not just shoveling content from one output to another. And we'll have to enhance our content management tools and interfaces so they're ready for the future. Surviving the zombie apocalypse is possible. In this talk Karen will explain how: by developing a content strategy for mobile.

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  • 1. CONTENT IN A ZOMBIE APOCALYPSE @karenmcgrane
  • 2. PRINT
  • 3. WEB
  • 4. MOBILE
  • 5. TABLETS
  • 6. SMART TV
  • 7. IN-CAR
  • 8. STAR TREK COMPUTER
  • 9. GOOGLE GLASS
  • 10. WATCHES
  • 11. STADIUM SCOREBOARDS
  • 12. DIGITAL SIGNAGE
  • 13. REFRIGERATOR
  • 14. TOAST
  • 15. CONTENT EMAIL INTRANET SOCIAL MEDIA MICROSITES MOBILE WEBSITE WEB TABLET APPS PRINT MOBILE APPS BLOGS SMART TV IN-CAR SYSTEMS GOOGLE GLASS DIGITAL SIGNAGE DELICIOUS TOAST WATCHES
  • 16. PROTECT OURSELVES
  • 17. TRUE SEPARATION OF CONTENT FROM FORM
  • 18. The future of content management systems is in their ability to capture the content in a clean, presentation-independent way. —Daniel Jacobson, Netflix
  • 19. THE WEB IS NOT A LASER PRINTER
  • 20. 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
  • 21. BLOBS vs. CHUNKS
  • 22. CONTAINER FIRST
  • 23. WE BEGAN BY IDENTIFYING COMMON BREAKPOINTS DEVICE TYPE WIDTH Small screens (portrait) 320px Small screens (landscape) 480px 10" tablets (portrait) 768px 10" tablets (landscape), “desktop” 1024px Widescreen 1200px (A suggestion: do NOT do this!) via Ethan Marcotte, @beep
  • 24. http://insideintercom.io/why-cards-are-the-future-of-the-web/
  • 25. Accordion Article Carousel Deals FAQs Flash Wrapper HTML Block Page Press Release Rewards Detail
  • 26. CONTENT MODELING
  • 27. CONTENT PROVIDERS CREATE ONCE, PUBLISH EVERYWHERE MUSIC PARTNERS NPR, Open Content and API’s, O’Reilly Oscon 32
  • 28. TYPE article, product spec, recipe, medical condition, radio program
  • 29. Article (generic type) Bio (doctors, other roles) News Patient stories Programs Services/ Specialties Locations Condition content Clinical pathways Events Resources (family, professional, community) Forms Newsletters Quotes FAQs Clinical trials Continuing medical education Press releases Clinical publications Media placements Outcomes and volumes e-Learning PFEs Product ordering Ask a doctor / Q&A Donations Health tips
  • 30. ATTRIBUTES “fields” or “content objects”
  • 31. Recipe Ingredient Step Technique Category Cuisine Chef Diet Equipment Holiday Effort Occasion Method Season Servings Theme Awards
  • 32. https://www.lullabot.com/blog/podcasts/insert-content-here/14-jared-stoneberg-and-lark-cookbook
  • 33. Plate Media MMMeeedddiiaiaa Recipe Step Ingredient Technique Season Varietal via Jeff Eaton, @eaton
  • 34. And here is an ugly truth about structured data: there are substantial costs to waiting. —NY Times
  • 35. “For example, because our recipes were never properly tagged by ingredients and cooking time, we floundered for about 15 years trying to figure out how to create a useful recipe database. We can do it now, but only after spending a huge sum to retroactively structure the data. —New York Times Innovation Report http://www.niemanlab.org/2014/05/the-leaked-new-york-times-innovation-report-is-one-of-the-key-documents-of-this-media-age/
  • 36. THE PDF
  • 37. 33% Never downloaded 40% Downloaded fewer than 100 times http://www.washingtonpost.com/blogs/wonkblog/wp/2014/05/08/the-solutions-to-all-our-problems-may-be-buried-in-pdfs-that-nobody-reads/
  • 38. ✘ Not digital ✘ Not responsive ✘ Not searchable ✘ Not accessible ✔ Familiar tool ✔ Simple workflow ✔ Charts, tables… ✔ Unstructured flow
  • 39. While standard HTML is rich enough for a designer to represent complex content, it isn’t precise enough to describe and store the content in a presentation-independent fashion.
  • 40. 6,250 PDFs MODELED Modeling 3 weeks Pilot Copy&Paste Total 1 week 5 months 6 months 4 people @ $175 $84,000 4 people @ $175 3 people @ $75 8 people total $28,000 $210,000 $322,000
  • 41. 25,000 PDFs MIGRATED Shoveling 1 week 1 person @ $175 $2,800
  • 42. OUR FUTURE DEPENDS ON ESCAPING FROM THE BLOBS
  • 43. OUR FUTURE DEPENDS ON STRUCTURED CONTENT
  • 44. OUR FUTURE DEPENDS ON FIGHTING OFF THE ZOMBIES
  • 45. THANK YOU @karenmcgrane karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149

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