Content Everywhere - WebVisions PDX

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Responsive. Adaptive. Mobile first. Cross-channel. Everywhere you turn, web workers are chattering about a more flexible future. There’s only one little flaw: our content’s not ready for the party. Fixed firmly to inflexible pages, today’s content is stuck in meaningless blobs that break long before they bend.

We can't keep creating more content for every new device and channel. Instead, we need content that does more for us—content that can travel and shift with its meaning and message intact.

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  • Content Everywhere - WebVisions PDX

    1. ContentEverywhere Rethinking content for a more flexible, future-ready web. Sara Wachter-Boettcher WebVisions PDX 2012
    2. Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
    3. Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
    4. But first: a quick look at the past. #WVpdx | 05.18.2012 @sara_ann_marie
    5. hat’s a Yep, t nap. wet2009: contentstrategist seeksmessy project #WVpdx | 05.18.2012 @sara_ann_marie
    6. Later that year... #WVpdx | 05.18.2012 @sara_ann_marie
    7. Wait a second. #WVpdx | 05.18.2012 @sara_ann_marie
    8. Soaring peaks #WVpdx | 05.18.2012 @sara_ann_marie
    9. Historic charm #WVpdx | 05.18.2012 @sara_ann_marie
    10. Americana galore #WVpdx | 05.18.2012 @sara_ann_marie
    11. #WVpdx | 05.18.2012 @sara_ann_marie
    12. I want to go there. #WVpdx | 05.18.2012 @sara_ann_marie
    13. #WVpdx | 05.18.2012 @sara_ann_marie
    14. 2010: We’ve gottago mobile. #WVpdx | 05.18.2012 @sara_ann_marie
    15. #WVpdx | 05.18.2012 @sara_ann_marie
    16. There’s only onerestaurant in town? #WVpdx | 05.18.2012 @sara_ann_marie
    17. This will fixeverything! #WVpdx | 05.18.2012 @sara_ann_marie
    18. #WVpdx | 05.18.2012 @sara_ann_marie
    19. The content is great.But it’s stuck. #WVpdx | 05.18.2012 @sara_ann_marie
    20. ✦ Top-down navigation only #WVpdx | 05.18.2012 @sara_ann_marie
    21. ✦ Long WYSIWYG-formatted pages #WVpdx | 05.18.2012 @sara_ann_marie
    22. #WVpdx | 05.18.2012 @sara_ann_marie
    23. 2011: Fixing (part of)the problem. #WVpdx | 05.18.2012 @sara_ann_marie
    24. Flexible content needs to have structure. #WVpdx | 05.18.2012 @sara_ann_marie
    25. ✦ Not just hierarchical, but relational Links to Related Links to Feature Links to Business Author Bio Related Article Related Tagged by Tagged by Landmark Tagged by City Links to Related Tagged Tagged Blog Post by by Links to Related Related to Deal Event #WVpdx | 05.18.2012 @sara_ann_marie
    26. ✦ Not big blobs, but elements #WVpdx | 05.18.2012 @sara_ann_marie
    27. This matters to all of us right now. #WVpdx | 05.18.2012 @sara_ann_marie
    28. ✦ We know this much is true. From Brad Frost, “This is the Web” #WVpdx | 05.18.2012 @sara_ann_marie
    29. There are only two ways to keep up. #WVpdx | 05.18.2012 @sara_ann_marie
    30. We can create more content,or make our content do more. #WVpdx | 05.18.2012 @sara_ann_marie
    31. 3 steps toward flexible, portable content. #WVpdx | 05.18.2012 @sara_ann_marie
    32. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
    33. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
    34. “We are all content strategists now.” - Karen McGrane #WVpdx | 05.18.2012 @sara_ann_marie
    35. Small screensStrange new screensLoad time concernsSave for laterReader view #WVpdx | 05.18.2012 @sara_ann_marie
    36. As the bells and whistlesdisappear, what’s left? #WVpdx | 05.18.2012 @sara_ann_marie
    37. Those who don’t design for readersmight soon not be designing for anyone.” - Jeffrey Zeldman #WVpdx | 05.18.2012 @sara_ann_marie
    38. Content like water #WVpdx | 05.18.2012 @sara_ann_marie
    39. Content is chunky. #WVpdx | 05.18.2012 @sara_ann_marie
    40. Chunkyis good. #WVpdx | 05.18.2012 @sara_ann_marie
    41. When we get close to content,we can embrace the chunks. #WVpdx | 05.18.2012 @sara_ann_marie
    42. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
    43. “Permanently placing content on aweb page...is becoming a thing ofthe past.” - Trent Walton #WVpdx | 05.18.2012 @sara_ann_marie
    44. #WVpdx | 05.18.2012 @sara_ann_marie
    45. #WVpdx | 05.18.2012 @sara_ann_marie
    46. #WVpdx | 05.18.2012 @sara_ann_marie
    47. #WVpdx | 05.18.2012 @sara_ann_marie
    48. FINALLY! #WVpdx | 05.18.2012 @sara_ann_marie
    49. W hy isn’t at co ntentth here? rig ht #WVpdx | 05.18.2012 @sara_ann_marie
    50. Content Stacking vs. Interdigitation From Trent Walton, “Content Choreography” #WVpdx | 05.18.2012 @sara_ann_marie
    51. Before content can shift,it needs structure. #WVpdx | 05.18.2012 @sara_ann_marie
    52. m uc hCan’t do w it h t h is #WVpdx | 05.18.2012 @sara_ann_marie
    53. , opt ions!Hello #WVpdx | 05.18.2012 @sara_ann_marie
    54. But before you build structure,you need meaning. #WVpdx | 05.18.2012 @sara_ann_marie
    55. ✦ PURPOSE What is this content supposed to accomplish?✦ MESSAGE What’s it saying? How does each element contribute?✦ RELATIONSHIPS What other content elements is it related to? How?✦ PRIORITIES How important is it compared to other elements? #WVpdx | 05.18.2012 @sara_ann_marie
    56. don’t haveYo u e t h is to mak #WVpdx | 05.18.2012 @sara_ann_marie
    57. jus t Maybe heseContent Item o ne of t Content ItemAttributes: Attributes: ⁃ Title ⁃ Title ⁃ Date Relation ⁃ Date ⁃ Author -ship ⁃ Location ⁃ Abstract ⁃ Teaser ⁃ Detailed ⁃ Detailed Content Content Content Item Relation Attributes: -ship ⁃ Title ⁃ Date Relation ⁃ Author -ship ⁃ Abstract ⁃ DetailedContent Item ContentAttributes: ⁃ Title Relation Relation -ship ⁃ Address -ship ⁃ Short Description Content Item Attributes: ⁃ Title Relation ⁃ Date -ship ⁃ Author ⁃ Abstract ⁃ Detailed Content #WVpdx | 05.18.2012 @sara_ann_marie
    58. ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
    59. “Adaptive web pages are cookedup from relevant content chunksand ingredients, using the specialsauce of metadata.” - Lyza Danger Gardner #WVpdx | 05.18.2012 @sara_ann_marie
    60. We can’t manually managehow each bit of content looks. #WVpdx | 05.18.2012 @sara_ann_marie
    61. But when we have structure,we can make rules. #WVpdx | 05.18.2012 @sara_ann_marie
    62. Robots like rules.
    63. P -> Q #WVpdx | 05.18.2012 @sara_ann_marie
    64. f resizing forI all screens... low thesm t hen ref ews m o dules. n
    65. If the page is ears...a bo ut black b ck bear en pul l in bla th news... vi d eos and bitats and show ha ck to bla relate d bears.
    66. ontent If we make c arties... t h ir d paccess ible to titles, inclu de the n only , links, ad par agrap hs le a in t h e API. and m etadat
    67. Better content knowledge v | More meaningful parts v |Rules that best reflect human choices #WVpdx | 05.18.2012 @sara_ann_marie
    68. Robots aren’t human, but our content must be. #WVpdx | 05.18.2012 @sara_ann_marie
    69. or Pss t! Lo ok f re ver ywhe Co ntent E feld n f ro m Rose . Me d i a so on Thank you, PDX! More me: sarawb.com | @sara_ann_mariePhoto Credits ✦ Peanut Butter Toast from Luzbonita on Flickr✦ Future by Tatsushi Morimoto from 50watts.com ✦ Faucet by Brian Gaid on Flickr✦ Flagstaff photos courtesy Arizona Office of Tourism ✦ Girl with PBJ by Old Shoe Woman on Flickr✦ Deflated balloon photos by Silverfuture on Flickr ✦ Robot by John Greenaway on Flickr✦ Silos from dsearls on Flickr

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