Content Strategy for Mobile: The Workshop
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Content Strategy for Mobile: The Workshop

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http://www.contentharmony.com 15751
http://www.scoop.it 364
http://lanyrd.com 78
https://twitter.com 51
http://eventifier.co 20
http://webcache.googleusercontent.com 11
http://www.iphone-entreprise.com 6
http://www.kred.com 6
https://si0.twimg.com 6
http://www.linkedin.com 5
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  • Eighty-six percent of smartphone owners say they use their phone while watching television, and forty-one percent say they do it every day.\nSeventy-one percent of smartphone users say they’ve searched for more information on their mobile device after seeing an advertisement on TV, in print, or online.\n
  • Eighty-six percent of smartphone owners say they use their phone while watching television, and forty-one percent say they do it every day.\nSeventy-one percent of smartphone users say they’ve searched for more information on their mobile device after seeing an advertisement on TV, in print, or online.\n
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  • While in-store, thirty-seven percent decided not to buy the product at all and nineteen percent left the store and went online to buy the product.\nMobile web renders improperly in at least one of the major browsers 75% of the time. 84% of people who transact online report problems.\n
  • While in-store, thirty-seven percent decided not to buy the product at all and nineteen percent left the store and went online to buy the product.\nMobile web renders improperly in at least one of the major browsers 75% of the time. 84% of people who transact online report problems.\n
  • While in-store, thirty-seven percent decided not to buy the product at all and nineteen percent left the store and went online to buy the product.\nMobile web renders improperly in at least one of the major browsers 75% of the time. 84% of people who transact online report problems.\n
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  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Just because we all have iPhones and Retina displays and most important, a mental model of how a desktop site works when viewed thru a smaller viewport, doesn’t mean that everyone does\n\n
  • Mobile phones are also a useful healthcare tool because they’re so ubiquitous across age groups, income levels, and ethnic groups. They’re especially powerful at reaching underserved populations, according to Pew Research \n
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  • eighty percent of those who bought a new phone in the previous three months chose to get a smartphone\nTeen smartphone owners say they’re less likely to have used a desktop computer than their peers who don’t have a smartphone\n\n
  • eighty percent of those who bought a new phone in the previous three months chose to get a smartphone\nTeen smartphone owners say they’re less likely to have used a desktop computer than their peers who don’t have a smartphone\n\n
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  • Tried to search for something on your phone, \nCLICK\nclicked the link, only to be dumped unceremoniously onto the homepage of the mobile site?\n\n
  • Tried to search for something on your phone, \nCLICK\nclicked the link, only to be dumped unceremoniously onto the homepage of the mobile site?\n\n
  • Tried to search for something on your phone, \nCLICK\nclicked the link, only to be dumped unceremoniously onto the homepage of the mobile site?\n\n
  • Tried to search for something on your phone, \nCLICK\nclicked the link, only to be dumped unceremoniously onto the homepage of the mobile site?\n\n
  • Tried to search for something on your phone, \nCLICK\nclicked the link, only to be dumped unceremoniously onto the homepage of the mobile site?\n\n
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  • Have you ever clicked a link on Facebook or Twitter, \nCLICK, WAIT\nonly to find that the website isn't available on your mobile device?\n\n
  • Have you ever clicked a link on Facebook or Twitter, \nCLICK, WAIT\nonly to find that the website isn't available on your mobile device?\n\n
  • Have you ever clicked a link on Facebook or Twitter, \nCLICK, WAIT\nonly to find that the website isn't available on your mobile device?\n\n
  • Have you ever clicked a link on Facebook or Twitter, \nCLICK, WAIT\nonly to find that the website isn't available on your mobile device?\n\n
  • Have you ever clicked a link on Facebook or Twitter, \nCLICK, WAIT\nonly to find that the website isn't available on your mobile device?\n\n
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  • Many of our problems in digital are design problems, but I don’t mean web design. I mean organization design problems. Digital is so new, we haven’t evolved enough to actually integrate new practices and behaviors into the way we work. That might take a generation.\nOrg structure is not destiny, but it does reflect how a business thinks about itself\nTons of value in trying to diagnose power relationships through the lens of org design\nTell my students to look at where a job reports into, what that implies for the culture, how much impact the role will have, how they will need to interact with other roles or departments\nFrustrated with low level “evangelists” asked to change the culture from below\n\n
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  • Ethan frames the problem that we can’t expect to support different designs and different codebases for every single platform and device.\n
  • So if designers and developers are telling us that we can’t afford to develop multiple “device optimized” interfaces, content people are saying the same thing: we can’t afford to create content for a single platform. \n\nAs Nic Newman says here, the solution on the content side is to put more structure into your content objects so that they can be more effectively reused.\n\n[twitter]Every publisher, and company that has to think like a publisher, should read The Nimble report by @rlovinger of @razorfish. http://nimble.razorfish.com[/twitter]\n
  • Content as a service\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
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  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • The problem is we have CMSes that permit — encourage — creating undifferentiated blobs of content. \nWe let people get away with having a “Microsoft Word-like” interface” with a WSIWYG toolbar. \nThis prevents people from creating content structures and couples content with form. \nA page created with a CMS like this will look exactly the way you want it to... in the context you created it for.\n\n[twitter]You know WYSIWYG editors suck. @rachelandrew tells you why: http://www.rachelandrew.co.uk/archives/2011/07/27/your-wysiwyg-editor-sucks/[/twitter]\n
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  • To me, this is the war between blobs of undifferentiated content, and chunks of well structured content.Support the chunks! Don’t let the blobs win!\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • [twitter]In Cutting Through the Crap: The Essence of Content on the Future Web, @lyzadanger explains how to keep content free: https://speakerdeck.com/u/lyzadanger/p/cutting-through-the-crap-the-essence-of-content-on-the-future-web[/twitter]\n
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  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
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  • Guardian has dynamically generated topic pages\nMartin Belam said that one problem they had was that the main story couldn’t just be the most recent\nYou’d wind up with random stuff there\nSo they had to start creating editorial priorities, and now the top story is selected via an algorithm that looks at both importance and recency\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Creating structured content means having a bunch of fields for chunks and metadata in the interface.\nPeople bitch about this. They hate it. They beg for a blob and a WYSIWYG toolbar.\nThe solution isn’t to give in and make it more like Microsoft Word.The solution is to fix the CMS workflow problems.\n[twitter]You’ll never deliver a great experience for users if you don’t have a great experience for content creators. http://www.archive.org/details/drupalconchi_day2_baby_got_backend[/twitter]\n
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  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
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  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
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  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
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  • The idea that we can just show the first few lines of what we put on a desktop site is foolish. We have to get people writing for reuse and creating smaller content elements.\n
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  • Reusable content: content has been developed to maximize reuse across platforms; where that’s impossible, different formats or types of content are available.\nStructured content: discrete content chunks can be combined in different ways for different platforms.\nPresentation-independent content: design decisions can be made by the platform, rather than having style and format imposed on the content.\nMeaningful metadata: category, tag, author, and date information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display.\nUsable CMS interfaces: content management UI and workflow encourages people to create well-structured and metadata-enhanced content, without letting them fall back on making styling choices.\n
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  • If you have analytics, pay attention to them just as ecommerce sites would pay attention to shopping cart analytics. How often to people start creating content and stop, why? For teams, do you know how long it takes them to create content? Where are the problems? What are their pain points? Chances are it's not "Oh, Drupal is ugly." \n\n\n
  • Roleplay, act out the workflow, see where they hang up, see where they grimace. Don't JUST simulate the online stuff, simulate the offline components of their work, too. Where are the roadblocks?\n\n\n\n
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  • If your system is older than six months, your content creators have probably found uses for it you don't know about.\nMyspace's CSS jammed into profile fields, "Oh, we've been using the Alt text for something else entirely," etc.\n\n
  • If it's a new site this even more important -- there's often not enough existing data for people to look for best practices, and they just muck with it until it does what they want it to.)\n
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  • There's a big difference between essential workflow and learned workarounds to old systems. \nDelicate balance between presenting them with a better approach than they're used to... and berating them into accepting a solution.\nBuilding oysters around pearls is never useful. Asking “Why” is the Answer to Stockholm Syndrome.\n
  • Iterate, iterate, iterate. Fast-and-crappy turns to polished-and-good with time and feedback from the users. \nBuilding content tools without feedback is like optimizing code without without metrics or profiling data. Flying blind.\n\n
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  • Don't optimize the individual pieces without addressing the workflow. \n\nTrain, simulate, roleplay. Do the intuitive pieces turn baffling when content editors have to pull the pieces together? It's easy to be penny-wise pound-foolish. \n\n\n
  • Drupal's emphasis on metadata and connections between pieces of content makes it easy to miss how mind-boggling the TASK is, because each one of the 15 screens is "easy" \n\n
  • Wrapper forms that build and save nodes behind the scenes. \nSingle-step forms to create an episode and a cluster of articles, galleries, etc.\nOverview screens that let \n
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  • Just naming the labels carefully and arranging things in the right tabs is huge. This is a classic UX/IA task. \n\nJust because it’s not a difficult technical problem to solve doesn’t mean it’s not important.\n
  • Place similar Fields in a consistent place across all Screens.\nMuscle memory and visual patterns are important. NO ONE READS HELP TEXT.\nGrouping implies purpose: having the same groups even when fields differ from site to site\n'Manage this' works on every page on the site, it just presents context-relevant 'Manage' options.) \nManaging things is the same TASK even if it's different DATA. Admins only care about their tasks.\n
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  • [twitter]Want more from me on the subject of adaptive content? Check out my roundup of links, interviews and presentations: http://karenmcgrane.com/2011/12/14/mobile-content-strategy/[/twitter]\n
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  • They are not just repurposing their content! They are repurposing the art direction!\n\nWhen the iPad first launched, I was talking about it with the great Paul Ford, formerly of Harpers, and he said: we’re about to usher in a golden age of PDFs on the iPad.\n
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  • [twitter]More about Conde Nast's iPad strategy, as outlined by Executive Editor of Digital Magazine Development, Scott Dadich: http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/[/twitter]\n
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  • [twitter]Content portability must live at the CMS level: http://blog.programmableweb.com/2009/11/11/content-portability-building-an-api-is-not-enough/[/twitter]\n
  • [twitter]Content portability must live at the CMS level: http://blog.programmableweb.com/2009/11/11/content-portability-building-an-api-is-not-enough/[/twitter]\n
  • [twitter]Content portability must live at the CMS level: http://blog.programmableweb.com/2009/11/11/content-portability-building-an-api-is-not-enough/[/twitter]\n
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  • An iPhone app that offers streaming audio from more than 500 public radio stations streams across the United States.\n
  • WBUR in Boston\n
  • MPR in Minneapolis\n
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  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]All the numbers about Conde Nast's iPad issue sales, from Adweek: http://www.adweek.com/news/technology/breaking-down-cond-nasts-e-sales-133807[/twitter]\n
  • [twitter]Can’t get enough of this NPR case study? Lots more links here: http://pinboard.in/u:kmcgrane/t:npr/[/twitter]\n
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  • [twitter]You can listen to me and buy @arockley’s new book at the same time. DO IT. http://www.amazon.com/Managing-Enterprise-Content-Unified-Strategy/dp/032181536X/ref=ntt_at_ep_dpt_1[/twitter]\n
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  • [twitter]We’re moving toward a web that’s more fluid, less fixed, and on a multitude of devices, says @sara_ann_marie: http://www.alistapart.com/articles/future-ready-content/[/twitter]\n
  • [twitter]We’re moving toward a web that’s more fluid, less fixed, and on a multitude of devices, says @sara_ann_marie: http://www.alistapart.com/articles/future-ready-content/[/twitter]\n
  • [twitter]It’s almost impossible for some publishers and editors to envision content separate from presentation. http://scholarlykitchen.sspnet.org/2010/05/24/when-did-print-become-an-input/[/twitter]\n
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  • When I talk about metadata, I mean it in the broadest possible sense. \nSecond thing we have to do is make metadata seem sexy. Okay, if not sexy, then at least not so scary.\nExplain to people why they need to add extra fields to their content, or extra markup for semantic tags.\n
  • The best summation of this concept comes from a guy named Ethan Resnick, who explained “Metadata is the new art direction.” \n\nWhat this means is that the art of constructing pages or sites or apps is now not just about making custom designed layouts. It’s about figuring out how to to use logic, business rules, search queries and metadata to build dynamically generated pages. \n\n[twitter]Use structured content and rule-based art direction for multi-platform styling, says @studip101: http://www.mymorguefile.com/blog/ruleBasedArtDirection.html[/twitter]\n
  • The best summation of this concept comes from a guy named Ethan Resnick, who explained “Metadata is the new art direction.” \n\nWhat this means is that the art of constructing pages or sites or apps is now not just about making custom designed layouts. It’s about figuring out how to to use logic, business rules, search queries and metadata to build dynamically generated pages. \n\n[twitter]Use structured content and rule-based art direction for multi-platform styling, says @studip101: http://www.mymorguefile.com/blog/ruleBasedArtDirection.html[/twitter]\n
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  • Guardian has dynamically generated topic pages\nMartin Belam said that one problem they had was that the main story couldn’t just be the most recent\nYou’d wind up with random stuff there\nSo they had to start creating editorial priorities, and now the top story is selected via an algorithm that looks at both importance and recency\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • Newspaper layout = editorial judgment.\nPlacement/size of articles provides semantic meaning.\nPrimary, secondary, tertiary tiers. [point out]\n\n[slow] THERE IS CONTENT IN DESIGN CHOICES.\nSo: how do we cook design choices into content,\nso that editorial judgment can transition platforms?\n\n[next] Experience reminds of print, but very iPad.\nBox-like presentation of Flipboard. Works.\nNOT JUST A LIST OF ARTICLES.\nLayout/size reflects choices of editors from print. [show]\n\nHow? THEY AUTOMATE IT.\nScript reads original indesign files where print issue designed.\nReads size & placement of each article,\nencodes that into metadata of the content API.\n\nGive the robots metadata for editorial priority,\nbased on judgment of Guardian’s editors.\niPad app uses that info to make device-appropriate\ndecisions for how to place articles in app.\n\nResult: app uniquely iPad but carries meaning/values of print.\n\n\n\n\n[twitter]At The Guardian, robots read InDesign print layout, derive priority metadata to drive iPad layout. http://www.markporter.com/notebook/?p=1080[/twitter]\n\n
  • If we’re going to deliver on this promise, we need better CMS interfaces.\nThe future of mobile, the future of personalization, the future of content\nAll runs through the future of better content management.\n\n[twitter]Bloated, tangled CMS platforms are reviled by the editors who publish on them and the IT staff that maintain them. http://www.adweek.com/news/press/trouble-back-ends-133917[/twitter]\n\n
  • What IS crappy about drupal that better tools don't automatically fix? Workflow, information overload (too much data, too hard to find), too many fields, too many clicks, too many screens...\n\n(current image is from http://ashotofjd.com/post/90368907/worst-user-interface-ever-via)\n
  • Creating structured content means having a bunch of fields for chunks and metadata in the interface.\nPeople bitch about this. They hate it. They beg for a blob and a WYSIWYG toolbar.\nThe solution isn’t to give in and make it more like Microsoft Word.The solution is to fix the CMS workflow problems.\n[twitter]You’ll never deliver a great experience for users if you don’t have a great experience for content creators. http://www.archive.org/details/drupalconchi_day2_baby_got_backend[/twitter]\n
  • Creating structured content means having a bunch of fields for chunks and metadata in the interface.\nPeople bitch about this. They hate it. They beg for a blob and a WYSIWYG toolbar.\nThe solution isn’t to give in and make it more like Microsoft Word.The solution is to fix the CMS workflow problems.\n[twitter]You’ll never deliver a great experience for users if you don’t have a great experience for content creators. http://www.archive.org/details/drupalconchi_day2_baby_got_backend[/twitter]\n
  • UX would never be content to deliver software, even enterprise software, that wasn’t designed around the user.\nWell, for a CMS, the user is the content creator, and we need to do better.\n\nBecause, see, if you are in the business of creating content — and these days, who isn’t? — then the efficiency of your content workflow directly contributes to value for your business. \n
  • Do you know anyone who’s looking at analytics data on the performance of their CMS? I don’t.\nIf you were running an ecommerce site, you would optimize the hell out of those workflows. Delays, dropoffs, timeouts, errors: all result in lost revenue.\nIf you're a content-focused business, your content workflow is like an ecommerce workflow. And we have to start doing a better job of designing CMS interfaces for the people who use them.\n\n
  • This means we need to evaluate potential CMSes based on more than technical architecture, feature checklists, more than just the system requirements, security requirements and support requirements.\n
  • We have to stop talking about “usability” in CMSes as being about having a WYSIWYG toolbar, cute interface widgets, or an attractive font and color palette. Those things are nice, but true usability comes from understanding the complexity of the workflow: how the content is structured, what metadata is in place, and how pages get built dynamically based off business rules.\n
  • We have all kinds of tools in our UX toolkit that we can put to work on designing better content management interfaces and workflows.\n
  • I’m not saying we need to do this just because I care about the people who create content — though I do, I want them to be happy.\n
  • I’m saying this because if you give people better tools to use, if you remove the pain points from their daily workflow, they will do better work. They will create more and better content. And that means value to the business.\n\n[twitter]CMS requires continual investment, development. No matter how small or large your org is, your CMS has to evolve. http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/[/twitter]\n
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  • [twitter]Content forking is a forking nightmare. Many solutions for mobile are trying to solve problems in the CMS. http://www.netmagazine.com/opinions/separate-mobile-website-no-forking-way[/twitter]\n
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  • [twitter]Your CMS is designed to support the delivery platform, not to support the author experience, says @uxcrank. http://dswillis.com/uxcrank/?p=378[/twitter]\n
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Content Strategy for Mobile: The Workshop Content Strategy for Mobile: The Workshop Presentation Transcript

  • CONTENT STRATEGYFOR MOBILE@karenmcgrane
  • Could have done with less discussion oncontent strategy.
  • WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  • FOUR MOBILE TRUTHS
  • 1.CONTENT MATTERS ON MOBILE.
  • 2.STRIVE FOR CONTENT PARITY.
  • 3.IT’S NOT A STRATEGY IF YOUCAN’T MAINTAIN IT.
  • 4.YOU DON’T GET TO DECIDEWHICH DEVICE PEOPLE USE.THEY DO.
  • No one will ever need to do that on mobile.
  • ADVERTISER PLACES ITS URLIN A TV SPOT 86% say they use their smartphone while watching 79% of large television advertisers do not have a mobile siteSource: Nielsen, Google
  • Pepsi’s annualmarketing budget is$1.7 BILLION USD
  • RESTAURANT WEBSITE BUILTENTIRELY USING FLASH 30% of searches for restaurants come from mobileSource: Google
  • RETAILER REALIZES THAT PEOPLEUSE THEIR MOBILES IN-STORE 66% say 33% say they they use their use their Only 37% of phones to smartphone retailers have a “pre-shop” while in-store mobile website storesSource: Google
  • FINANCIAL SERVICES FIRMSBALANCE TRANSACTIONSAND INFORMATION 15% of searches for finance and insurance content are mobileSource: Google
  • “If your organization’s information is notavailable on a small screen, it’s notavailable at all to people who rely ontheir mobile phones for access. That’slikely to be young people, people withlower household incomes, and recentimmigrants—arguably important targetaudiences for public health messages. —Pew Research
  • UNIVERSITY WANTS TO REACHPROSPECTIVE STUDENTS 62% of people 42% of them 18–24 have a say they rarely smartphone use the desktop web.Source: Nielsen, Pew
  • GOVERNMENT MUST PROVIDEACCESS TO ALL 60% with income Low below $25,000 income have no smartphone Internet access penetration at home jumped from 20% to 35%Source: Nielsen, Pew in 2011
  • By 2015, more Americans will accessthe internet through mobile devicesthan through desktop computers.Source: IDC
  • No one willalready wantsSomebody ever need to do that on mobile. to do that on mobile.
  • Mobile should be the “lite” version.
  • Build a separate mobile site ✘Cut features and content notcore to the mobile use case ✘Auto-redirect searches to yourmobile site ✘Send users who need moreinfo to the desktop site ✘
  • SCREEN SIZE IS NOT CONTEXT
  • THE LONG TAIL OF CONTENT The last 20 or so pages still drive more than 1000 page viewsSource: Hubspot.com
  • BEWARE PERSONALIZEDINTERFACEShttp://blogs.msdn.com/b/jensenh/archive/2006/03/31/565877.aspx
  • united club membership
  • SEPARATE MOBILE SITESBREAK SEARCHhttp://xkcd.com/869/
  • SEPARATE MOBILE SITESBREAK SOCIAL
  • A LINK TO THE FULL DESKTOPWEBSITE IS A TERRIBLE USEREXPERIENCE.
  • Mobile should offer anMobileequivalent experience. should be the “lite” version.
  • Our current publishing process will support mobile.
  • Web Mobile
  • MOBILE IS A FILTER,NOT A FORK
  • 78% of businesses plan to deploy 47% want tablets by tools for their 2013 sales forceSource: Model Metrics
  • NO FORKING WAY
  • Our current publishing processOur editorial process, workflow, and will support mobile. governance will need to change.
  • DISCUSSIONCONVINCE YOUR CEOImagine you have a meeting with your chief executiveor main client stakeholder to convince him or her thatyou need a more robust mobile content strategy._What are the barriers that are preventing you from getting your content on mobile?_What are your 3–5 main talking points? How will you persuade your executives you need to do this?
  • WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  • ADAPTIVE CONTENTWhat is it, and why would I want it?
  • “Fragmenting our content acrossdifferent “device-optimized”experiences is a losing proposition,or at least an unsustainable one. —Ethan Marcotte Responsive Web Design
  • “You can’t afford to create a piece ofcontent for any one platform.Instead of crafting a website, youhave to put more effort into craftingthe description of the different bitsof an asset, so they can be reusedmore effectively, so they can delivermore value. —Nic Newman, BBC
  • MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENTMICROSITES PRINT BLOGS EMAIL INTRANET
  • REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  • MULTIPLE VERSIONSALTERNATIVE FALLBACKS
  • REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  • CHUNKS, NOT BLOBS
  • REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  • Their current website’s landing pageis 1.5MB of tangled HTML, inline styles, Flash presentations, enormous slideshows, and deeply nested weird <div>s. @lyzadanger
  • REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  • Metadata is a love note to the future. Jason Scott, @textfiles
  • REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  • Content admins hate all the fields.But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental
  • Most CMSs were designed to providean interface to a data model rather than a user experience that helps content creators complete their tasks. Jeff Eaton, @eaton
  • TASKS ARE MORE IMPORTANTTHAN THE DATA MODEL.
  • “The happier people are,the better their content will be,the more content they’ll produce. —Patrick Cooper, NPR
  • “Beautiful software, even for back-endusers, is becoming an expectation.We’re moving in this directionbecause we now understand thatbetter content management systemsfoster better content. —Matt Thompson
  • EXERCISESTATE OF THE MOBILE WEBCompare and contrast the a mobile website with thedesktop website. (Don’t look at apps, just the mobileweb.)_How much content is offered on the mobile website compared to the desktop site?_Is the architecture and navigation the same or different?_Is the branding and messaging the same or different?_How do you imagine this is managed in the CMS?
  • MOBILE CONTENT STRATEGYPROCESSWhat do you need to do?
  • WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  • Paypal Business NavPaypal Payments StandardAccept credit cards wherever _Choosing which content to includeyou do business.Get everything you need to accept credit cards fromyour customers. Online sales, invoicing, in-person and excludepayments… this solution securely handles them all. Get Started _Using headings as navigation labels Call: 1-888-818-3922 _Truncating body copy for summaries Watch a DemoAccept credit cards and PayPal on your _Resizing imageswebsite. (formerly Website PaymentsStandard)Start selling on your website with our secure paymentbuttons. You can set up your button in about 1... _Ensuring appropriate file formatsSwipe credit cards with your free cardreader.PayPal Here is a simple way to accept credit and _Presenting appropriate next stepsdebit cards, PayPal and even checks—anywhereyou...Email your invoices for faster payment.Use your computer, smartphone or tablet to emailprofessional looking invoices to your customers. Ad...Access your money quickly.When the order is complete, the money usuallyshows up in your PayPal account in a few minutes.From...Keep your costs down.Do right by your customers.Keep up with your payments. 88
  • INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  • TYPICAL CONTENT INVENTORYInventories typically look at pages:_Page title, including the main title and what appears in the meta <title> tag_Content type or CMS template_Page URL_Content owner and/or person who last updated the page_Date the page was created and/or last updated_Keywords that describe the page_Page rank or number of visits
  • Section Page Name Page Template URL Owner Last Update Keywords Page Rank Notes 0.0 Home Homepage Homepage 4/17/2012 1.0 Our Products Our Products Landing Page Landing page 6/18/2011 1.1 Our Products Acme Cage Mousetrap Product page 6/18/2011 All product pages contain description, image and specs 1.2 Our Products Acme Snap Mousetrap Product page 6/18/2011 1.3 Our Products Acme Glue Mousetrap Product page 6/18/2011 1.4 Our Products Acme Mouse Poison Product page 6/18/2011 1.5 Our Products Acme Live-Catch Mousetrap Product page 6/18/2011 1.6 Our Products Acme Bucket Trap Product page 6/18/2011 2.0 Our Services Our Services Landing Page Landing page 2.1 Our Services In-home Consultation Landing page2.2.0 Our Services Rodent Control Services Landing page2.2.1 Our Services Trap Setting and Removal Article Page2.2.2 Our Services Rodenticide Sprays Article Page2.2.3 Our Services Mouse Contraceptives Article Page2.2.4 Our Services Varmint Hunting Article Page2.2.5 Our Services Cat Rental Article Page 2.3 Our Services Request a Brochure Form Sends to Excel 3.0 News and Insights News and Insights Landing Editorially controlled page 4/17/2012 Page3.1.0 News and Insights Pest Control Perspectives Listing Page 4/17/20123.1.1 News and Insights New Developments in Individual Whitepaper 4/1/2012 Possum Monitoring3.1.2 News and Insights Improving Pest Management Individual Whitepaper 3/1/2012 and Reducing Pesticide Risks in Schools and Parks3.1.3 News and Insights Is Pest Control for the Birds? Individual Whitepaper 2/1/20123.1.4 News and Insights Selling a Cheaper Individual Whitepaper 11/1/2011 Mousetrap: Entry and Competition in the Retail Sector3.1.5 News and Insights Mouse control: Are Individual Whitepaper 10/1/2007
  • CONTENT INVENTORY FOR MOBILEMobile requires looking at chunks and page elements:_Character or word count for headlines, subheads, and page summaries_Character or word count for body copy_Image dimensions or standard crop ratios or cut sizes_Common modules reused across pages (for example, in the right column) which may need to be handled differently on mobile screens_Content format, especially .pdf, .doc, .ppt, or other document formats that won’t condense well on mobile screens_Use of Flash or any other technology that just won’t work on a mobile device
  • CONTENT INVENTORY IN THE CMSMobile requires understanding how content is stored in theCMS:_Are content objects stored as blobs with embedded formatting?_Are content objects chunked out into appropriately fielded entries?_Are the content chunks at the right level of granularity for mobile?_Does the CMS have the capability of targeting content at the field or component level?
  • EXERCISECONTENT INVENTORYSelect a reasonably complex page (or set of pages)from PayPal or another site we’ve looked at._Document what you can about each page. How would you get access to the information you can’t find just by looking at the page?_Document each content element on the page: • Can you easily identify the format for each object? • Do you need exact sizes or just a rough range? • How will you decide if it should be included?
  • Page IDSectionPage NameURLOwnerFirst PublishedLast UpdatedItem ID Content Element Format Size Owner Include/Exclude Notes
  • INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  • RESPONSIVE VS. ADAPTIVE
  • “Responsive design is client-side, meaning thewhole page is delivered to the devicebrowser (the client), and the browser thenchanges how the page appears in relation tothe dimensions of the browser window.http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
  • RESPONSIVE DESIGN + CONTENTMust use exactly the same content as onthe desktopDifferent front-end code supportsdifferent visual stylesCan choose to exclude content, but...Dumb devices often still wind updownloading the full set of content
  • “Adaptive design is server-side, meaningbefore the page is even delivered, the server(where the site is hosted) detects theattributes of the device, and loads a versionof the site that is optimized for itsdimensions and native features.http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
  • ADAPTIVE DESIGN + CONTENTIn most cases, you still want to use theexact same content as on the desktopCan serve different content as needed,but...Your CMS has to support targetingcontent with business rulesYou have to maintain multiple instances
  • NOT EITHER/ORBOTH + AND
  • THE SIMPLEST POSSIBLE SOLUTIONWHAT TO INCLUDE + EXCLUDEInclude Exclude_Headers — especially to _Most illustrative thumbnail serve as navigation labels images (unless it’s required,_Body copy — if it’s short say for retail) enough to act as a teaser _Media in unsupported_Call to action links formats (Flash videos, complex infographics)_Header image _Large tables or charts You can change the way it looks, but you cannot change what it is.
  • EXERCISESELECT CONTENT TO INCLUDEFor each of the following screens, identify whichcontent elements you think should be included on amobile screen (and which should be excluded.)_Draw an X through the content you wish to exclude._Make notes about the content you choose to include: • Do you think you can get access to the content at that level of granularity in the CMS? • Is the desired content an appropriate size? Format? • Are there cases where you want or need certain content, but you must provide an alternative format?
  • WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  • INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  • Content precedes design.Design in the absence of content is not design, it’s decoration. Jeffrey Zeldman, @zeldman
  • CONTENT FIRST!
  • “It is unrealistic to write your content — orask your client to write the content— before you design it. Most of the time.Content needs to be structured andstructuring alters your content, designingalters content.It’s not “content then design” or “content ordesign.” It’s “content and design.” —Mark Boulton, @markboulton
  • “A lot of bad content managementimplementations homogenize vastlydifferent content types into the samebland template.The problem in those situations,paradoxically, isn’t too much structure.It’s not enough structure. By definingmore content types and modeling themmore fully, we can strike the right balancebetween flexibility and uniformity. —Yes, I’m quoting myself. What of it?
  • WHAT IS CONTENT MODELING?The process of turning all the “stuff” in the content onthe site into a well-organized system of content types,attributes, and data-types._What type of content is it? Article, product spec, recipe, slideshow..._What fields or content attributes need to be entered?_What limits are set on each field? Date format, image specs...
  • EXERCISECONTENT MODELINGYou will need to make decisions about how to break your content upinto discrete elements for publishing to mobile. Keep the following inmind when identifying the properties of a given content type:_How should each content element be broken into fields?_What are requirements and rules for each element?_What constraints should be placed on the types of data stored in each element?_What “invisible” meta-data might be used to control related content or support dynamic publishing to mobile?
  • INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  • DON’T CREATE CONTENT FOR ASPECIFIC CONTEXT
  • A PACKAGE OF IMAGE CROPS
  • HEADLINES
  • ARTICLE TITLEARTICLE SIDEBARSEOFACEBOOKTWITTERIPHONEANDROID
  • LENGTH60 characters, 100 characters, 200 charactersTONE + STYLESEO-optimized, ColloqiualSUPERHEADS + SUBHEADSCombo packages
  • SUMMARIES
  • TRUNCATION IS NOT ACONTENT STRATE...
  • PROGRESSIVE DISCLOSURE
  • In its purest format,progressive disclosure means offering a good teaser.
  • CALL-TO-ACTION LINKS
  • Different application process —no online application for mobileDifferent handling of link tostore — maps application onmobileDifferent toll free number — fortracking where leads originateDifferent content in the CMS
  • BODY FIELDS AND PAGE BREAKS
  • SCROLLINGIS OKAY!
  • ANCHORLINKS
  • SHOW/HIDE
  • EXERCISECONTENT PACKAGESDesign an editorial screen used to create and edit the PayPal screen wemodeled. Remember to keep the following questions in mind:_What additional fields or attributes will be needed to support publishing in other channels? What sizes will give you the most flexibility?_Which content elements will require alternative fallbacks? How should those be managed?_Do you want to provide formatting buttons for some properties? What will happen to that formatting in other channels?_Will an editor familiar with the visual appearance of an article on the web site be comfortable with the editing screen?_Some properties are links to other content in the CMS —for example, images may live in an image management app. What tools would simplify the process of an editor managing these connections?
  • TEN SIMPLE STEPS
  • 1.Quit thinking you can just guesswhat subset of content a “mobileuser” wants.You’re going to guess wrong.
  • 2.Do your research, look atcompetitors, and evaluate youranalytics data. Figure out how toconvince the people with moneythat you need a content strategyfor mobile.
  • 3.Before jumping into imagining newmobile products, figure out how youcan achieve content parity.Same content where you can,equivalent fallbacks where you can’t.
  • 4.Use mobile as a catalyst to removecontent that isn’t providing value.Edit or delete content to make theexperience better for all your users— desktop and mobile.
  • 5.Don’t create content for a specificcontext or platform. It’s not yourdesktop content, your mobilecontent, your tablet content, oreven your print content.It’s just your content.
  • 6.Develop a process and workflowthat will support and enablemaximum content reuse withminimum additional effort.That’s adaptive content.
  • 7.Create content packages: a flexiblesystem of content elements thatcover a range of possible uses.Then manage and maintain thosecontent elements all in one place.
  • 8.Separate content from form andcreate presentation-independentcontent. Don’t encode meaningthrough visual styling — instead,add structure and metadata to yourcontent.
  • 9.Ensure that your contentmanagement tools make it easy —and possible — for your contentcreators to develop the contentstructures needed to supportadaptive content.
  • 10.Invest in CMS frameworks thatsupport multi-channel publishing,and make sure your tools,processes, and workflow willsupport that.
  • THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
  • I’M LOCALI’m on the go and need local information.
  • I’M BOREDPocket Robot. Entertain me!
  • I’M INFOSEEKINGI need an answer to a question. Now.
  • BoredBoredBoredInfoseekingInfoseeking LocalInfoseeking Bored 25% 31%LocalLocalLocalBored InfoseekingInfoseeking 44%InfoseekingInfoseekingLocalInfoseekingInfoseeking
  • EXERCISEWHAT ARE YOU SEARCHING FOR?
  • CONTENT IS THE MAIN REASONWE USE OUR MOBILE DEVICES.(Aside from Angry Birds.)
  • We’re about to usher ina golden age of PDFs on the iPad. Paul Ford, @ftrain
  • “Existing art and production staffersfrom the print side would beresponsible for making two iPadlayouts (one in portrait and one inlandscape) on Adobe’s platform. —Condé Nast Is Experiencing Technical Difficulties
  • All I see is an entire organization screaming,“WE WANT IT TO BE THE EIGHTIES DAMMIT.” Condé Nast Is Experiencing Technical Difficulties
  • COPE:CREATE ONCE,PUBLISH EVERYWHERE COPE: Create Once, Publish Everywhere
  • CONTENTPROVIDERSMUSICPARTNERS NPR, Open Content and API’s, O’Reilly Oscon 175
  • NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content
  • NPR.ORGPLAYER NPR Digital Media Examples of COPE
  • NPR NEWSiPHONE APP
  • NPR MOBILEWEB SITE
  • NPR ADDICTIPHONE APPProduced by a public user,based entirely on the NPRAPI
  • NPR ON THEPUBLIC RADIOPLAYER
  • NPR ONWBUR
  • NPR ONMPR
  • NPR ONiGOOGLE
  • NPR INiTUNES
  • NPR’SCMS
  • NPR’S API
  • BUSINESS VALUE?
  • 31,000 2010 iPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
  • NPR PAGE VIEWS 88 Million 43 Million
  • “Over the last year, NPR’s total pageview growth has increased by morethan 80%.How did we get that much growth?Our API. —Zach Brand, Senior Director Technology, NPR
  • “The biggest impact that the API has made,however, is with our mobile strategy. TheAPI has enabled NPR product owners tobuild specialized apps on a wide range ofplatforms and devices, liberating them frombeing dependent on custom developmentto access the content.Through this process, we built our iPhoneand iPad apps, mobile sites, Android appand HTML5 site, some of which were turnedaround in a matter of weeks!
  • Intelligent Flexible Structured Nimble Agile Adaptive Atomized Semantic
  • WHY ARE NEWS ORGANIZATIONSTHE INNOVATORS?
  • MastheadHed: Headline, heading, head or title ofa story, rarely a complete sentence.Dek: Deck, blurb, or article teaser or sub-headline. Aphrase or two between the headline and the body ofthe article that explains what the story is about.•Nut graf Lede: Lead, as in leading paragraph, usually the first sentence, or in some cases the first two Captions are photo headlines•Nutshell paragraph sentences, ideally 20-25 words in length. An Cutlines are the words (under the effective lead is a brief, sharp statement of the caption, if there is one) describing the•Summarizes the storys essential facts. photograph or illustration. storys content•Often bullet- Lorem ipsum dolor sit amet, consectetuer pointed adipiscing elit, sed diam nonummy nibh euismod•Sometimes set tincidunt ut laoreet dolore magna aliquam erat off in a box volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
  • It’s scary to think about your packagedevolved into different content elements.It takes imagination and understanding to take that apart. And courage. Sarah Chubb Sauvayre, Condé Nast
  • THE PRIMARY PLATFORM
  • Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman
  • Metadata is the new art direction. Ethan Resnick, @studip101
  • THE MARRIAGE OFCONTENT AND FORM
  • STRUCTURE EXPRESSEDTHROUGH STYLING
  • Content admins hate all the fields.But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental
  • CMS IS THE ENTERPRISESOFTWARE THAT UX FORGOT
  • CONTEXTUAL INQUIRYUSER PERSONASUSER SCENARIOSTASK ANALYSISWORKFLOW MAPPINGCARD SORTINGCONTENT MODELINGITERATIVE PROTOTYPINGUSABILITY TESTINGANALYTICS DATA
  • “The happier people are,the better their content will be,the more content they’ll produce. —Patrick Cooper, NPR
  • “Beautiful software, even for back-endusers, is becoming an expectation.We’re moving in this directionbecause we now understand thatbetter content management systemsfoster better content. —Matt Thompson
  • “Traditional publishing and contentmanagement systems bind contentto display and delivery mechanisms,which forces a recycling approachfor multi-platform publishing. —Dan Willis
  • “A [decoupled] content publishingsystem creates well-defined chunksof content that can be combined inwhatever way is most appropriatefor a particular platform.All display issues are addressed bydelivery applications, rather than bya content management systemearlier in the process.