CONTENT IN A ZOMBIE APOCALYPSE 
@karenmcgrane
PRINT
WEB
MOBILE
TABLETS
SMART TV
IN-CAR
STAR TREK COMPUTER
GOOGLE GLASS
WATCHES
STADIUM SCOREBOARDS
DIGITAL SIGNAGE
REFRIGERATOR
TOAST
CONTENT 
EMAIL 
INTRANET 
SOCIAL 
MEDIA 
MICROSITES 
MOBILE 
WEBSITE WEB 
TABLET 
APPS 
PRINT 
MOBILE 
APPS 
BLOGS 
SMART ...
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-independen...
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 N...
BLOBS vs. CHUNKS
CONTAINER FIRST
WE BEGAN BY 
IDENTIFYING 
COMMON 
BREAKPOINTS 
DEVICE TYPE WIDTH 
Small screens (portrait) 320px 
Small screens (landscape...
http://insideintercom.io/why-cards-are-the-future-of-the-web/
Accordion 
Article 
Carousel 
Deals 
FAQs 
Flash Wrapper 
HTML Block 
Page 
Press Release 
Rewards Detail
CONTENT MODELING
CONTENT 
PROVIDERS 
CREATE ONCE, PUBLISH EVERYWHERE 
MUSIC 
PARTNERS 
NPR, Open Content and API’s, O’Reilly Oscon 32
TYPE 
article, product spec, recipe, 
medical condition, radio program
Article (generic 
type) 
Bio (doctors, 
other roles) 
News 
Patient stories 
Programs 
Services/ 
Specialties 
Locations 
...
ATTRIBUTES 
“fields” or “content objects”
Recipe 
Ingredient 
Step 
Technique 
Category Cuisine 
Chef Diet 
Equipment 
Holiday 
Effort 
Occasion 
Method 
Season 
Se...
https://www.lullabot.com/blog/podcasts/insert-content-here/14-jared-stoneberg-and-lark-cookbook
Plate Media 
MMMeeedddiiaiaa 
Recipe 
Step 
Ingredient 
Technique 
Season 
Varietal 
via Jeff Eaton, @eaton
And here is an ugly truth 
about structured data: 
there are substantial costs 
to waiting. 
—NY Times
“For example, because our recipes were 
never properly tagged by ingredients and 
cooking time, we floundered for about 15...
THE PDF
33% 
Never 
downloaded 
40% 
Downloaded 
fewer than 
100 times 
http://www.washingtonpost.com/blogs/wonkblog/wp/2014/05/08...
✘ Not digital 
✘ Not responsive 
✘ Not searchable 
✘ Not accessible 
✔ Familiar tool 
✔ Simple workflow 
✔ Charts, tables…...
While standard HTML is rich enough 
for a designer to represent complex 
content, it isn’t precise enough to 
describe and...
6,250 PDFs MODELED 
Modeling 
3 weeks 
Pilot Copy&Paste Total 
1 week 5 months 6 months 
4 people 
@ $175 
$84,000 
4 peop...
25,000 PDFs MIGRATED 
Shoveling 
1 week 
1 person 
@ $175 
$2,800
OUR FUTURE DEPENDS ON 
ESCAPING FROM THE BLOBS
OUR FUTURE DEPENDS ON 
STRUCTURED CONTENT
OUR FUTURE DEPENDS ON 
FIGHTING OFF THE ZOMBIES
THANK YOU 
@karenmcgrane 
karen@bondartscience.com 
www.bondartscience.com 
+1 (917) 887-8149
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
Content in a Zombie Apocalypse
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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 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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Content in a Zombie Apocalypse

  1. 1. CONTENT IN A ZOMBIE APOCALYPSE @karenmcgrane
  2. 2. PRINT
  3. 3. WEB
  4. 4. MOBILE
  5. 5. TABLETS
  6. 6. SMART TV
  7. 7. IN-CAR
  8. 8. STAR TREK COMPUTER
  9. 9. GOOGLE GLASS
  10. 10. WATCHES
  11. 11. STADIUM SCOREBOARDS
  12. 12. DIGITAL SIGNAGE
  13. 13. REFRIGERATOR
  14. 14. TOAST
  15. 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. 16. PROTECT OURSELVES
  17. 17. TRUE SEPARATION OF CONTENT FROM FORM
  18. 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. 19. THE WEB IS NOT A LASER PRINTER
  20. 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. 21. BLOBS vs. CHUNKS
  22. 22. CONTAINER FIRST
  23. 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. 24. http://insideintercom.io/why-cards-are-the-future-of-the-web/
  25. 25. Accordion Article Carousel Deals FAQs Flash Wrapper HTML Block Page Press Release Rewards Detail
  26. 26. CONTENT MODELING
  27. 27. CONTENT PROVIDERS CREATE ONCE, PUBLISH EVERYWHERE MUSIC PARTNERS NPR, Open Content and API’s, O’Reilly Oscon 32
  28. 28. TYPE article, product spec, recipe, medical condition, radio program
  29. 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. 30. ATTRIBUTES “fields” or “content objects”
  31. 31. Recipe Ingredient Step Technique Category Cuisine Chef Diet Equipment Holiday Effort Occasion Method Season Servings Theme Awards
  32. 32. https://www.lullabot.com/blog/podcasts/insert-content-here/14-jared-stoneberg-and-lark-cookbook
  33. 33. Plate Media MMMeeedddiiaiaa Recipe Step Ingredient Technique Season Varietal via Jeff Eaton, @eaton
  34. 34. And here is an ugly truth about structured data: there are substantial costs to waiting. —NY Times
  35. 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. 36. THE PDF
  37. 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. 38. ✘ Not digital ✘ Not responsive ✘ Not searchable ✘ Not accessible ✔ Familiar tool ✔ Simple workflow ✔ Charts, tables… ✔ Unstructured flow
  39. 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. 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. 41. 25,000 PDFs MIGRATED Shoveling 1 week 1 person @ $175 $2,800
  42. 42. OUR FUTURE DEPENDS ON ESCAPING FROM THE BLOBS
  43. 43. OUR FUTURE DEPENDS ON STRUCTURED CONTENT
  44. 44. OUR FUTURE DEPENDS ON FIGHTING OFF THE ZOMBIES
  45. 45. THANK YOU @karenmcgrane karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149

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