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Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
Changing Content, Changing Culture
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Changing Content, Changing Culture

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Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that's more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: Our content is stuck in the past. …

Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that's more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: Our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today's world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.

We can't keep creating more content for each of these new devices and channels. We'd go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that's structured and defined so it can travel and shift while keeping its meaning and message intact. Content that's trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it's being consumed.

But it's not just that our content is stuck. Truth is, our organizations and clients are stuck, too—and unless we, web professionals of all stripes, take the lead to do things differently, they won't be able to keep up. In this session, well start with revisiting our legacy content and adding the structure and metadata we'll need to make it more flexible. Then, we'll also tackle the heart of the problem: organizational cultures that are terrified of change.

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  • This is great. Values human beings s and interaction with each other; using judgement and breaking through real/perceived barriers to communication anad collaboration. Clear, concise presentation made 100 slides interesting and informative the entire time.
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  • 1. www.flickr.com/photos/nishanthjois/5116863376/CHANGING CONTENT,CHANGINGCULTUREsarawachter-boettcherweb visionsnyc 2013
  • 2. ‘‘Every client, in my experience, has acontent problem. Mark Boulton, Web Directions South
  • 3. ‘‘In traditional media, canvas dimensionsare a known constraint... With digital,however, the canvas is an unknown.Instead, we need to build on what we doknow: content. Chris Armstrong, “The Infinite Grid”
  • 4. But do we actually know our content?
  • 5. Good news! That’s what contentstrategy is all about.
  • 6. ✦ Defines how content will meet business (or project) goals and users’ needs✦ Guides decisions about content from discovery to deletion✦ Sets benchmarks against which to measure the success of your content Kristina Halvorson & Melissa Rach
  • 7. It’s figuring out what we want to say... Message architecture example from Margot Bloomstein
  • 8. And making morerealistic plans forgetting it done... Page table example from Relly Annett-Baker
  • 9. and yet:WE’VE STILLGOT SO FARTO GO.
  • 10. Inaccessible.
  • 11. Missing.
  • 12. Useless.
  • 13. Even launching a newhomepage is hard.
  • 14. ‘‘The Microsoft.com team built tools,guidelines, and processes to help localizeeverything from responsive images toresponsive content into approximately100 different markets... They adaptedtheir CMS to allow Content Strategists toprogram content on the site. Nishant Kothary, “The Story of the New Microsoft.com”
  • 15. This is why mobile is so hard.
  • 16. the web’s moving forward,BUT OURCONTENT’SSTILL STUCK.
  • 17. “just stick it up on the website”www.flickr.com/photos/wordridden/6125516150/
  • 18. We create content like this.
  • 19. We create content like this. CONTENTGOES HERE.
  • 20. So we can do this.www.flickr.com/photos/76029035@N02/6829344565
  • 21. So we can do this. CONTENT GOES HERE.www.flickr.com/photos/76029035@N02/6829344565
  • 22. But we end up with this.
  • 23. But we end up with this. CONTENT GOES HERE.
  • 24. it’ll only get worseBy Eva-Lotta Lamm
  • 25. We don’t need more content. We needcontent that does more.
  • 26. content like waterwww.flickr.com/photos/briangaid/2909765394/
  • 27. COPE: Create Once,Publish Everywhere
  • 28. But content doesn’t justmagically flow.
  • 29. It takes infrastructure.
  • 30. Which starts with content.
  • 31. which takes care and craftBy Eva-Lotta Lamm
  • 32. And a CMS to match
  • 33. Of course, structured data isn’t new.From Web Database Applications with PHP & MySQLby Hugh E. Williams and David Lane (O’Reilly, 2003)
  • 34. The results just weren’t always great.What?Huh? Noidea!
  • 35. structure isn’t arbitrary www.melissaanddoug.com
  • 36. It’s about taking our content knowledge...
  • 37. and finding patternswww.flickr.com/photos/darkfoxprime/4348506299/
  • 38. not just “pages”www.flickr.com/photos/peroshenka/408997641
  • 39. systems, notjust hierarchies
  • 40. systems give us optionsBy Eva-Lotta Lamm
  • 41. We can’t manually managehow each bit of content looks.
  • 42. But every bit of structure gives usthe option to make a rule.
  • 43. rules tell content what to do
  • 44. structure helps content move
  • 45. Now, for the hard part.
  • 46. our content’s stuckBECAUSEWE ARESTUCK.
  • 47. it’s people, not just tech
  • 48. 3 CHALLENGES FOR OUR ORGANIZATIONS
  • 49. 1. mass-productionmentalityLIFE magazine archives
  • 50. THE PROBLEMPeople keep creating contentthe same way they alwayshave: big WYSIWYG blobs.
  • 51. WYSIWYG orWYSIWTF?
  • 52. THE REAL PROBLEMContent-producing roles aren’ttied to business strategy, goals,or vision—so those working inthem see no reason to change.
  • 53. that’s not my job! i just keep the production line moving.www.flickr.com/photos/seattlemunicipalarchives/2710933334
  • 54. A BETTER WAYContent strategy bridges thegap between executive visionand daily execution, defininghow content will serve strategyover time.
  • 55. 2. compartmentalizedteams
  • 56. THE PROBLEMContent-producing departmentsdon’t communicate, or are evenhostile to one another.
  • 57. protect the fiefdom!www.flickr.com/photos/domhill/7190797128/
  • 58. Government is notorious for this.
  • 59. This is duplicative and inefficient. Notto mention confusing as hell.
  • 60. THE REAL PROBLEMDepartments that are alwaysfocused on themselves are notthinking about their customers.
  • 61. the underpants problemwww.flickr.com/photos/red_devil/4728500604
  • 62. ‘‘Customers dont know—and dont care toknow—how government is organized. So whymake them go from agency [website] toagency [website] to get the full picture ofwhat govt has to offer on any subject? Participant, National Dialogue on Improving Government Websites
  • 63. A BETTER WAYTranscend silos with cross-department teams focused ontackling a single issue. Empowerthem to spread new ideas.
  • 64. 3. obsession withcontrolwww.flickr.com/photos/expertinfantry/5416964813
  • 65. THE PROBLEMStakeholders don’t get digital—they want everything fixed inplace, like print, before approval.
  • 66. user control terrifies them
  • 67. THE REAL PROBLEMThe organization isn’t built forchange—and suddenly, thingsare changing fast. Rather thanadapt, it’s trying to stop the shift.
  • 68. things will keep moving
  • 69. A BETTER WAYIt’s not just dealing with mobile.It’s becoming an organizationthat’s adept at change.
  • 70. good news!WE CAN DOSOMETHINGABOUT THIS
  • 71. “But I’m just the interaction designer!”
  • 72. “But that’s just how executives think.”
  • 73. “But that’s just the way clients are!”
  • 74. STOP THATRIGHT NOW.
  • 75. Caring about content is a pain, yes.
  • 76. but it’s the only way we’ll be satisfiedwww.flickr.com/photos/yakobusan/3162940696
  • 77. 3 WAYS TO MAKE CHANGE HAPPEN
  • 78. 1 Make mobile an entry point, not the end point.
  • 79. ‘‘Use mobile as a wedge to create a betterexperience for ALL users. Karen McGrane
  • 80. Also true for changing organizations.
  • 81. use mobile to break down doorswww.flickr.com/photos/justin-march/3720489344/
  • 82. 2 Don’t sell solutions. Invest more deeply.
  • 83. we don’t save the day
  • 84. You can’t just fix it.
  • 85. You’ve got to be in it together.
  • 86. it’s hard, messy workwww.flickr.com/photos/trondheim_byarkiv/4773880876
  • 87. 3 Do less. Facilitate more.
  • 88. After the CMS is updated...
  • 89. Or the API is launched...
  • 90. The content will still need help.
  • 91. teach ‘em to fish...
  • 92. Find the people your work affects,and incorporate them from the start.
  • 93. THANK YOU, WEBVISIONS NYC sarawb.com // @sara_ann_marie Content Everywhere is available now! http://rfld.me/content-everywhereFlickr images used via CC-Attribution license unless otherwise noted.Illustrations used with the permission of Eva-Lotta Lamm.

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