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Content Everywhere - WebVisions PDX
 

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 ...

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 Content Everywhere - WebVisions PDX Presentation Transcript

  • ContentEverywhere Rethinking content for a more flexible, future-ready web. Sara Wachter-Boettcher WebVisions PDX 2012
  • Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
  • Ourresponsiveadaptivemobile-firstcross-channelmulti-devicesuper-awesomefuture
  • But first: a quick look at the past. #WVpdx | 05.18.2012 @sara_ann_marie
  • hat’s a Yep, t nap. wet2009: contentstrategist seeksmessy project #WVpdx | 05.18.2012 @sara_ann_marie
  • Later that year... #WVpdx | 05.18.2012 @sara_ann_marie
  • Wait a second. #WVpdx | 05.18.2012 @sara_ann_marie
  • Soaring peaks #WVpdx | 05.18.2012 @sara_ann_marie
  • Historic charm #WVpdx | 05.18.2012 @sara_ann_marie
  • Americana galore #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • I want to go there. #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • 2010: We’ve gottago mobile. #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • There’s only onerestaurant in town? #WVpdx | 05.18.2012 @sara_ann_marie
  • This will fixeverything! #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • The content is great.But it’s stuck. #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ Top-down navigation only #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ Long WYSIWYG-formatted pages #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • 2011: Fixing (part of)the problem. #WVpdx | 05.18.2012 @sara_ann_marie
  • Flexible content needs to have structure. #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ 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
  • ✦ Not big blobs, but elements #WVpdx | 05.18.2012 @sara_ann_marie
  • This matters to all of us right now. #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ We know this much is true. From Brad Frost, “This is the Web” #WVpdx | 05.18.2012 @sara_ann_marie
  • There are only two ways to keep up. #WVpdx | 05.18.2012 @sara_ann_marie
  • We can create more content,or make our content do more. #WVpdx | 05.18.2012 @sara_ann_marie
  • 3 steps toward flexible, portable content. #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
  • “We are all content strategists now.” - Karen McGrane #WVpdx | 05.18.2012 @sara_ann_marie
  • Small screensStrange new screensLoad time concernsSave for laterReader view #WVpdx | 05.18.2012 @sara_ann_marie
  • As the bells and whistlesdisappear, what’s left? #WVpdx | 05.18.2012 @sara_ann_marie
  • Those who don’t design for readersmight soon not be designing for anyone.” - Jeffrey Zeldman #WVpdx | 05.18.2012 @sara_ann_marie
  • Content like water #WVpdx | 05.18.2012 @sara_ann_marie
  • Content is chunky. #WVpdx | 05.18.2012 @sara_ann_marie
  • Chunkyis good. #WVpdx | 05.18.2012 @sara_ann_marie
  • When we get close to content,we can embrace the chunks. #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
  • “Permanently placing content on aweb page...is becoming a thing ofthe past.” - Trent Walton #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • #WVpdx | 05.18.2012 @sara_ann_marie
  • FINALLY! #WVpdx | 05.18.2012 @sara_ann_marie
  • W hy isn’t at co ntentth here? rig ht #WVpdx | 05.18.2012 @sara_ann_marie
  • Content Stacking vs. Interdigitation From Trent Walton, “Content Choreography” #WVpdx | 05.18.2012 @sara_ann_marie
  • Before content can shift,it needs structure. #WVpdx | 05.18.2012 @sara_ann_marie
  • m uc hCan’t do w it h t h is #WVpdx | 05.18.2012 @sara_ann_marie
  • , opt ions!Hello #WVpdx | 05.18.2012 @sara_ann_marie
  • But before you build structure,you need meaning. #WVpdx | 05.18.2012 @sara_ann_marie
  • ✦ 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
  • don’t haveYo u e t h is to mak #WVpdx | 05.18.2012 @sara_ann_marie
  • 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
  • ✦ GET CLOSER TO CONTENT✦ GO FROM PAGES TO PARTS✦ RULE THE ROBOTS #WVpdx | 05.18.2012 @sara_ann_marie
  • “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
  • We can’t manually managehow each bit of content looks. #WVpdx | 05.18.2012 @sara_ann_marie
  • But when we have structure,we can make rules. #WVpdx | 05.18.2012 @sara_ann_marie
  • Robots like rules.
  • P -> Q #WVpdx | 05.18.2012 @sara_ann_marie
  • f resizing forI all screens... low thesm t hen ref ews m o dules. n
  • 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.
  • 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
  • Better content knowledge v | More meaningful parts v |Rules that best reflect human choices #WVpdx | 05.18.2012 @sara_ann_marie
  • Robots aren’t human, but our content must be. #WVpdx | 05.18.2012 @sara_ann_marie
  • 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