Content that Travels: Euro IA 2012

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More than ever, content needs to cross boundaries—be they device or country, channel or language—to keep up with the pace of organizations, users, and the web at large. But fixed firmly to inflexible …

More than ever, content needs to cross boundaries—be they device or country, channel or language—to keep up with the pace of organizations, users, and the web at large. But fixed firmly to inflexible pages, today’s content is often stuck, only accessible and understandable from a single location, in a single layout, using a single language. When pushed and pulled by everything from responsive designs and mobile sites to APIs, read-later apps, and internationalization efforts, it simply can’t keep up. There’s a better way: a way to stop creating more content for every new device or channel, and to start creating content that does more. It all starts with structure.

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Transcript

  • 1. CONTENT that TRAVELS Making content more flexible with micro IA Sara Wachter-Boettcher EuroIA 2012www.flickr.com/photos/frozenchipmunk/218991950
  • 2. How does content travel?By Eva-Lotta Lamm
  • 3. By reachingmany devices. www.flickr.com/photos/adactio/6005668024/ EuroIA 2012 @sara_ann_marie
  • 4. By shifting andflexing on the fly. EuroIA 2012 @sara_ann_marie
  • 5. By crossing culturesand languages. www.flickr.com/photos/gumtau/6812852116 EuroIA 2012 @sara_ann_marie
  • 6. By reaching your userswherever they are. www.flickr.com/photos/vonderauvisuals/6818551846/ EuroIA 2012 @sara_ann_marie
  • 7. Only, most content is stuck.www.flickr.com/photos/wordridden/6125516150/sizes/o/in/photostream/
  • 8. EuroIA 2012@sara_ann_marie
  • 9. EuroIA 2012@sara_ann_marie
  • 10. EuroIA 2012@sara_ann_marie
  • 11. What does this have to do with IA? EuroIA 2012 @sara_ann_marie
  • 12. We’ve done hierarchy. Home Main Main Main Main Main Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Sub Detail Main Detail Main Detail Main Main Main Main EuroIA 2012 @sara_ann_marie
  • 13. We get wireframes. Data Library | News & Events | International Search GPEC Logo Doing Business Here Key Industries Living Here Communities Membership About Us Home > GPEC Communities > Avondale GPEC Communities Maricopa County > Apache Junction Avondale Avondale Buckeye Casa Grande Chandler Fountain Hills Gila Bend Gilbert Glendale Goodyear Maricopa Mesa Peoria Avondale is located along the Interstate 10 corridor and Phoenix Top Employers just a 15-minute commute from the heart of Phoenix, Queen Creek Employer nestled at the base of the scenic Estrella Mountains Scottsdale Employer where the Agua Fria and Gila rivers meet. Surprise Employer Tempe Employer The quality of life and the variety of cultural, economic, Tolleson Employer geographic and educational advantages in the area Wickenburg provides a progressive atmosphere rich in resources and Related Downloads opportunity. Download Download Avondale is the proud home of Phoenix International CONNECT WITH GPEC Download Raceway, which sponsors two NASCAR events a year. Avondale also plays host to regional basketball, volleyball 602.256.7700 and soccer tournaments at its parks and American Sports Photo Gallery Center - Avondale, a new state of the art indoor EMAIL US recreational sports facility located at the heart of our planned Avondale City Center. INITIATE A PROJECT Natural beauty including mountains and wetlands – less than six miles from our city core – provide an opportunity for residents and visitors alike to experience nature and wildlife and all the at the great outdoors has to offer. Sign up for GPEC News First Name Last Name Email Address SIGN UP EXPANDED FOOTER NAV (PER HOME COMP) Sitemap | Terms of Use | E-Track Login | Initiate a Project | FAQ | Member Directory | Careers | Press Room 2 N. Central Ave., Suite 2500, Phoenix, AZ 85004 | Phone: 602.256.7700 | Fax: 602.256.7744 © 2011 Greater Phoenix Economic Council. All Rights Reserved GPEC - Avondale 4.1 EuroIA 2012 @sara_ann_marie
  • 14. We’ve audited pages. EuroIA 2012 @sara_ann_marie
  • 15. This won’t hold up.www.flickr.com/photos/mikebaird/4084235781/
  • 16. We need IA that gets at the core. EuroIA 2012 @sara_ann_marie
  • 17. The content EuroIA 2012 @sara_ann_marie
  • 18. Content that’sinterconnected, not siloed. EuroIA 2012 @sara_ann_marie
  • 19. Content that’sflexible and reusable. EuroIA 2012 @sara_ann_marie
  • 20. Content that’sportable to new platforms. EuroIA 2012 @sara_ann_marie
  • 21. Content like water EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/briangaid/2909765394/
  • 22. COPE: Create Once,Publish Everywhere. EuroIA 2012 @sara_ann_marie
  • 23. Writers enter content intothe CMS once It’s stored without presentational code Then sent via API to Editors approve and NPR and 3rd parties double-check metadata EuroIA 2012 @sara_ann_marie
  • 24. EuroIA 2012@sara_ann_marie
  • 25. But. EuroIA 2012 @sara_ann_marie
  • 26. Content is chunky. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/luzbonita/2558151303/
  • 27. Chunkyis good. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/judybaxter/59996764
  • 28. Chunky gets stuck.www.flickr.com/photos/certified_su/234726096
  • 29. 2009: I learned thisthe hard way. EuroIA 2012 @sara_ann_marie
  • 30. Later that year... EuroIA 2012 @sara_ann_marie
  • 31. Canned copy Unr elatedR andom stuffevents Canned copyM anualtags
  • 32. Wait a second. EuroIA 2012 @sara_ann_marie
  • 33. Soaring peaks EuroIA 2012 @sara_ann_marieArizona Office of Tourism
  • 34. Historic charm EuroIA 2012 @sara_ann_marieArizona Office of Tourism
  • 35. Americana galore EuroIA 2012 @sara_ann_marieArizona Office of Tourism
  • 36. Trip ideas
  • 37. I want to go there. EuroIA 2012 @sara_ann_marie
  • 38. Not so much
  • 39. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/silverfuture/6799133336/
  • 40. 2010: We’ve gottago mobile. EuroIA 2012 @sara_ann_marie
  • 41. EuroIA 2012@sara_ann_marie
  • 42. There’s only onerestaurant in town? EuroIA 2012 @sara_ann_marie
  • 43. This will fixeverything! EuroIA 2012 @sara_ann_marie
  • 44. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/silverfuture/5432635206/
  • 45. 2011: Fixing (part of)the problem. EuroIA 2012 @sara_ann_marie
  • 46. Not just hierarchical,but relational
  • 47. The CMS, before EuroIA 2012 @sara_ann_marie
  • 48. The CMS, before CONTENT GOES HERE EuroIA 2012 @sara_ann_marie
  • 49. The CMS, after
  • 50. The CMS, after
  • 51. Local ns | attractio Local parkss& | monumen t Events in | FlagstaffFeature Stories | | Local deal s
  • 52. Flexible content needs to have structure. EuroIA 2012 @sara_ann_marie
  • 53. This is acontent problem EuroIA 2012 @sara_ann_marie
  • 54. This is a uxproblem EuroIA 2012 @sara_ann_marie
  • 55. This is asolvable problem EuroIA 2012 @sara_ann_marie
  • 56. It’s IA, brought to the micro level. EuroIA 2012 @sara_ann_marie
  • 57. Say what?www.flickr.com/photos/davidw/2132684141
  • 58. ‘‘The structural design of shared informationenvironments. Morville & Rosenfeld EuroIA 2012 @sara_ann_marie
  • 59. ‘‘The art and science of organizing and labelingwebsites...to support usability. IA Institute EuroIA 2012 @sara_ann_marie
  • 60. We’re not starting from scratch. EuroIA 2012 @sara_ann_marie
  • 61. Developers have been modeling data for decades. EuroIA 2012From Web Database Applications with PHP & MySQL @sara_ann_marieby Hugh E. Williams and David Lane (O’Reilly, 2003)
  • 62. Others have talked structuredcontent, too. Ann Rockley Mike Atherton
  • 63. But content is oftenambiguous. What then? EuroIA 2012 @sara_ann_marie
  • 64. We can’t just start with structure. EuroIA 2012 @sara_ann_marie
  • 65. Meaning. EuroIA 2012 @sara_ann_marie
  • 66. What’s the content’s inherent form? www.melissaanddoug.com
  • 67. This is human work.By Eva-Lotta Lamm
  • 68. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
  • 69. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
  • 70. EuroIA 2012@sara_ann_marie
  • 71. The content audit✦ You might already be doing this, or working with someone who does✦ Typically asks things like: - What content do we have? - Who’s responsible for it? - Is it accurate? - Is it any good? EuroIA 2012 @sara_ann_marie
  • 72. The content audit, revisited✦ We must also ask: What type of content is this?✦ What’s the inherent shape of that sort of content? - Can we identify its pieces and parts?✦ What does it take to make it whole? - What’s essential for the content to be meaningful? - What’s extra or secondary? EuroIA 2012 @sara_ann_marie
  • 73. This isarecipe
  • 74. TitleThis is Attributionarecipe Pub Date Rating Yield Servings n Descriptio Image Cuisine type s Ingredient Diet type n Preparatio
  • 75. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
  • 76. A content model is:✦ A structural model that matches how your content inherently works✦ A way to visualize the relationships between content elements and types in a system✦ What will give your content the flexibility to adapt EuroIA 2012 @sara_ann_marie
  • 77. Start with a single type ofcontent, like our recipe.Document what makes it a recipe?
  • 78. Then, how do ourdifferent content types fit together?
  • 79. Once you’ve done this,the fun begins. EuroIA 2012 @sara_ann_marie
  • 80. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
  • 81. It’s easier to manage chunksBy Eva-Lotta Lamm
  • 82. EuroIA 2012@sara_ann_marie
  • 83. That’s a lot of languages. EuroIA 2012 @sara_ann_marie
  • 84. EuroIA 2012@sara_ann_marie
  • 85. We can’t constantly translatebig swaths of pages. EuroIA 2012 @sara_ann_marie
  • 86. But when we have chunks,we can replace just those we need. EuroIA 2012 @sara_ann_marie
  • 87. Structure lets us chooseBy Eva-Lotta Lamm
  • 88. We can’t manually managehow each bit of content looks. EuroIA 2012 @sara_ann_marie
  • 89. But when we have structure,we can make rules. EuroIA 2012 @sara_ann_marie
  • 90. Content Stacking vs. InterdigitationFrom Trent Walton, “Content Choreography” EuroIA 2012 @sara_ann_marie
  • 91. When we have rules,we make systems. EuroIA 2012 @sara_ann_marie
  • 92. Systems are scalable,instead of manual. EuroIA 2012 @sara_ann_marie
  • 93. Systems work for robotswww.flickr.com/photos/johngreenaway/3356358479/
  • 94. And meaning works for uswww.flickr.com/photos/mujitra/4868415523
  • 95. Let’s put our IA skills to work. EuroIA 2012 @sara_ann_marie
  • 96. THANK YOU,EURO IA sarawb.com // @sara_ann_marie Content Everywhere will be out this fall! http://rfld.me/content-everywhereFlickr images used via CC-Attribution license unless otherwise noted. EuroIA 2012Illustrations used with the permission of Eva-Lotta Lamm. @sara_ann_marie