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CONTENT                              that                                   TRAVELS                                       ...
How does content travel?By Eva-Lotta Lamm
By reachingmany devices.                www.flickr.com/photos/adactio/6005668024/                             EuroIA 2012  ...
By shifting andflexing on the fly.                        EuroIA 2012                    @sara_ann_marie
By crossing culturesand languages.                       www.flickr.com/photos/gumtau/6812852116                           ...
By reaching your userswherever they are.                         www.flickr.com/photos/vonderauvisuals/6818551846/         ...
Only, most content is stuck.www.flickr.com/photos/wordridden/6125516150/sizes/o/in/photostream/
EuroIA 2012@sara_ann_marie
EuroIA 2012@sara_ann_marie
EuroIA 2012@sara_ann_marie
What does  this have to do            with IA?                   EuroIA 2012               @sara_ann_marie
We’ve done hierarchy.                                 Home  Main              Main         Main                  Main     ...
We get wireframes.                                                                                                        ...
We’ve audited pages.                           EuroIA 2012                       @sara_ann_marie
This won’t                                                   hold up.www.flickr.com/photos/mikebaird/4084235781/
We need IA    that gets at             the core.                     EuroIA 2012                 @sara_ann_marie
The content      EuroIA 2012  @sara_ann_marie
Content that’sinterconnected, not siloed.                           EuroIA 2012                       @sara_ann_marie
Content that’sflexible and reusable.                            EuroIA 2012                        @sara_ann_marie
Content that’sportable to new platforms.                          EuroIA 2012                      @sara_ann_marie
Content like                                                    water                                                     ...
COPE: Create Once,Publish Everywhere.                EuroIA 2012            @sara_ann_marie
Writers enter content intothe CMS once                                     It’s stored without                            ...
EuroIA 2012@sara_ann_marie
But.           EuroIA 2012       @sara_ann_marie
Content is                                                 chunky.                                                    Euro...
Chunkyis good.                                       EuroIA 2012                                           @sara_ann_marie...
Chunky                                               gets stuck.www.flickr.com/photos/certified_su/234726096
2009: I learned thisthe hard way.                           EuroIA 2012                       @sara_ann_marie
Later that year...                         EuroIA 2012                     @sara_ann_marie
Canned copy                        Unr elatedR andom                 stuffevents          Canned copyM anualtags
Wait a second.                     EuroIA 2012                 @sara_ann_marie
Soaring peaks                                     EuroIA 2012                                 @sara_ann_marieArizona Office...
Historic charm                                     EuroIA 2012                                 @sara_ann_marieArizona Offic...
Americana galore                                       EuroIA 2012                                   @sara_ann_marieArizon...
Trip ideas
I want to go there.                          EuroIA 2012                      @sara_ann_marie
Not so much
EuroIA 2012                                                @sara_ann_mariewww.flickr.com/photos/silverfuture/6799133336/
2010: We’ve gottago mobile.                        EuroIA 2012                    @sara_ann_marie
EuroIA 2012@sara_ann_marie
There’s only onerestaurant in town?                          EuroIA 2012                      @sara_ann_marie
This will fixeverything!                   EuroIA 2012               @sara_ann_marie
EuroIA 2012                                                @sara_ann_mariewww.flickr.com/photos/silverfuture/5432635206/
2011: Fixing (part of)the problem.                             EuroIA 2012                         @sara_ann_marie
Not just hierarchical,but relational
The CMS, before                      EuroIA 2012                  @sara_ann_marie
The CMS, before      CONTENT     GOES HERE                      EuroIA 2012                  @sara_ann_marie
The CMS, after
The CMS, after
Local ns               |   attractio                   Local parkss&               |   monumen                            ...
Flexible content   needs to have           structure.                       EuroIA 2012                   @sara_ann_marie
This is acontent problem                EuroIA 2012            @sara_ann_marie
This is a  uxproblem                EuroIA 2012            @sara_ann_marie
This is asolvable problem                 EuroIA 2012             @sara_ann_marie
It’s IA,    brought to the           micro level.                      EuroIA 2012                  @sara_ann_marie
Say                                         what?www.flickr.com/photos/davidw/2132684141
‘‘The structural design of shared informationenvironments.                              Morville & Rosenfeld              ...
‘‘The art and science of organizing and labelingwebsites...to support usability.                                        IA...
We’re not    starting from            scratch.                   EuroIA 2012               @sara_ann_marie
Developers have   been modeling   data for decades.                                                          EuroIA 2012Fr...
Others have talked structuredcontent, too.          Ann          Rockley                        Mike                      ...
But content is oftenambiguous. What then?                            EuroIA 2012                        @sara_ann_marie
We can’t   just start with           structure.                    EuroIA 2012                @sara_ann_marie
Meaning.               EuroIA 2012           @sara_ann_marie
What’s the content’s     inherent form?            www.melissaanddoug.com
This is human work.By Eva-Lotta Lamm
✦   CONTENT ANALYSIS, REVISITED✦   CONTENT MODELING✦   MAKING CONTENT MOVE                                EuroIA 2012     ...
✦   CONTENT ANALYSIS, REVISITED✦   CONTENT MODELING✦   MAKING CONTENT MOVE                                EuroIA 2012     ...
EuroIA 2012@sara_ann_marie
The content audit✦    You might already be doing this, or working     with someone who does✦    Typically asks things like...
The content audit, revisited✦    We must also ask: What type of content is this?✦    What’s the inherent shape of that sor...
This isarecipe
TitleThis is         Attributionarecipe         Pub Date                Rating      Yield     Servings             n      ...
✦   CONTENT ANALYSIS, REVISITED✦   CONTENT MODELING✦   MAKING CONTENT MOVE                                EuroIA 2012     ...
A content model is:✦   A structural model that matches how your    content inherently works✦   A way to visualize the rela...
Start with a     single type ofcontent, like our recipe.Document what makes      it a recipe?
Then, how do ourdifferent content types      fit together?
Once you’ve done this,the fun begins.                             EuroIA 2012                         @sara_ann_marie
✦   CONTENT ANALYSIS, REVISITED✦   CONTENT MODELING✦   MAKING CONTENT MOVE                                EuroIA 2012     ...
It’s easier to manage chunksBy Eva-Lotta Lamm
EuroIA 2012@sara_ann_marie
That’s a lot of languages.                                 EuroIA 2012                             @sara_ann_marie
EuroIA 2012@sara_ann_marie
We can’t constantly translatebig swaths of pages.                                    EuroIA 2012                          ...
But when we have chunks,we can replace just those we need.                                 EuroIA 2012                    ...
Structure lets                        us chooseBy Eva-Lotta Lamm
We can’t manually managehow each bit of content looks.                                     EuroIA 2012                    ...
But when we have structure,we can make rules.                                  EuroIA 2012                              @s...
Content Stacking                        vs.   InterdigitationFrom Trent Walton, “Content Choreography”                    ...
When we have rules,we make systems.                          EuroIA 2012                      @sara_ann_marie
Systems are scalable,instead of manual.                            EuroIA 2012                        @sara_ann_marie
Systems work                                                      for robotswww.flickr.com/photos/johngreenaway/3356358479/
And meaning                                            works for uswww.flickr.com/photos/mujitra/4868415523
Let’s put     our IA skills            to work.                    EuroIA 2012                @sara_ann_marie
THANK YOU,EURO IA               sarawb.com // @sara_ann_marie               Content Everywhere will be out this fall!     ...
Content that Travels: Euro IA 2012
Content that Travels: Euro IA 2012
Content that Travels: Euro IA 2012
Content that Travels: Euro IA 2012
Content that Travels: Euro IA 2012
Content that Travels: Euro IA 2012
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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 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 of "Content that Travels: Euro IA 2012"

    1. 1. CONTENT that TRAVELS Making content more flexible with micro IA Sara Wachter-Boettcher EuroIA 2012www.flickr.com/photos/frozenchipmunk/218991950
    2. 2. How does content travel?By Eva-Lotta Lamm
    3. 3. By reachingmany devices. www.flickr.com/photos/adactio/6005668024/ EuroIA 2012 @sara_ann_marie
    4. 4. By shifting andflexing on the fly. EuroIA 2012 @sara_ann_marie
    5. 5. By crossing culturesand languages. www.flickr.com/photos/gumtau/6812852116 EuroIA 2012 @sara_ann_marie
    6. 6. By reaching your userswherever they are. www.flickr.com/photos/vonderauvisuals/6818551846/ EuroIA 2012 @sara_ann_marie
    7. 7. Only, most content is stuck.www.flickr.com/photos/wordridden/6125516150/sizes/o/in/photostream/
    8. 8. EuroIA 2012@sara_ann_marie
    9. 9. EuroIA 2012@sara_ann_marie
    10. 10. EuroIA 2012@sara_ann_marie
    11. 11. What does this have to do with IA? EuroIA 2012 @sara_ann_marie
    12. 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. 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. 14. We’ve audited pages. EuroIA 2012 @sara_ann_marie
    15. 15. This won’t hold up.www.flickr.com/photos/mikebaird/4084235781/
    16. 16. We need IA that gets at the core. EuroIA 2012 @sara_ann_marie
    17. 17. The content EuroIA 2012 @sara_ann_marie
    18. 18. Content that’sinterconnected, not siloed. EuroIA 2012 @sara_ann_marie
    19. 19. Content that’sflexible and reusable. EuroIA 2012 @sara_ann_marie
    20. 20. Content that’sportable to new platforms. EuroIA 2012 @sara_ann_marie
    21. 21. Content like water EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/briangaid/2909765394/
    22. 22. COPE: Create Once,Publish Everywhere. EuroIA 2012 @sara_ann_marie
    23. 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. 24. EuroIA 2012@sara_ann_marie
    25. 25. But. EuroIA 2012 @sara_ann_marie
    26. 26. Content is chunky. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/luzbonita/2558151303/
    27. 27. Chunkyis good. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/judybaxter/59996764
    28. 28. Chunky gets stuck.www.flickr.com/photos/certified_su/234726096
    29. 29. 2009: I learned thisthe hard way. EuroIA 2012 @sara_ann_marie
    30. 30. Later that year... EuroIA 2012 @sara_ann_marie
    31. 31. Canned copy Unr elatedR andom stuffevents Canned copyM anualtags
    32. 32. Wait a second. EuroIA 2012 @sara_ann_marie
    33. 33. Soaring peaks EuroIA 2012 @sara_ann_marieArizona Office of Tourism
    34. 34. Historic charm EuroIA 2012 @sara_ann_marieArizona Office of Tourism
    35. 35. Americana galore EuroIA 2012 @sara_ann_marieArizona Office of Tourism
    36. 36. Trip ideas
    37. 37. I want to go there. EuroIA 2012 @sara_ann_marie
    38. 38. Not so much
    39. 39. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/silverfuture/6799133336/
    40. 40. 2010: We’ve gottago mobile. EuroIA 2012 @sara_ann_marie
    41. 41. EuroIA 2012@sara_ann_marie
    42. 42. There’s only onerestaurant in town? EuroIA 2012 @sara_ann_marie
    43. 43. This will fixeverything! EuroIA 2012 @sara_ann_marie
    44. 44. EuroIA 2012 @sara_ann_mariewww.flickr.com/photos/silverfuture/5432635206/
    45. 45. 2011: Fixing (part of)the problem. EuroIA 2012 @sara_ann_marie
    46. 46. Not just hierarchical,but relational
    47. 47. The CMS, before EuroIA 2012 @sara_ann_marie
    48. 48. The CMS, before CONTENT GOES HERE EuroIA 2012 @sara_ann_marie
    49. 49. The CMS, after
    50. 50. The CMS, after
    51. 51. Local ns | attractio Local parkss& | monumen t Events in | FlagstaffFeature Stories | | Local deal s
    52. 52. Flexible content needs to have structure. EuroIA 2012 @sara_ann_marie
    53. 53. This is acontent problem EuroIA 2012 @sara_ann_marie
    54. 54. This is a uxproblem EuroIA 2012 @sara_ann_marie
    55. 55. This is asolvable problem EuroIA 2012 @sara_ann_marie
    56. 56. It’s IA, brought to the micro level. EuroIA 2012 @sara_ann_marie
    57. 57. Say what?www.flickr.com/photos/davidw/2132684141
    58. 58. ‘‘The structural design of shared informationenvironments. Morville & Rosenfeld EuroIA 2012 @sara_ann_marie
    59. 59. ‘‘The art and science of organizing and labelingwebsites...to support usability. IA Institute EuroIA 2012 @sara_ann_marie
    60. 60. We’re not starting from scratch. EuroIA 2012 @sara_ann_marie
    61. 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. 62. Others have talked structuredcontent, too. Ann Rockley Mike Atherton
    63. 63. But content is oftenambiguous. What then? EuroIA 2012 @sara_ann_marie
    64. 64. We can’t just start with structure. EuroIA 2012 @sara_ann_marie
    65. 65. Meaning. EuroIA 2012 @sara_ann_marie
    66. 66. What’s the content’s inherent form? www.melissaanddoug.com
    67. 67. This is human work.By Eva-Lotta Lamm
    68. 68. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
    69. 69. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
    70. 70. EuroIA 2012@sara_ann_marie
    71. 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. 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. 73. This isarecipe
    74. 74. TitleThis is Attributionarecipe Pub Date Rating Yield Servings n Descriptio Image Cuisine type s Ingredient Diet type n Preparatio
    75. 75. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
    76. 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. 77. Start with a single type ofcontent, like our recipe.Document what makes it a recipe?
    78. 78. Then, how do ourdifferent content types fit together?
    79. 79. Once you’ve done this,the fun begins. EuroIA 2012 @sara_ann_marie
    80. 80. ✦ CONTENT ANALYSIS, REVISITED✦ CONTENT MODELING✦ MAKING CONTENT MOVE EuroIA 2012 @sara_ann_marie
    81. 81. It’s easier to manage chunksBy Eva-Lotta Lamm
    82. 82. EuroIA 2012@sara_ann_marie
    83. 83. That’s a lot of languages. EuroIA 2012 @sara_ann_marie
    84. 84. EuroIA 2012@sara_ann_marie
    85. 85. We can’t constantly translatebig swaths of pages. EuroIA 2012 @sara_ann_marie
    86. 86. But when we have chunks,we can replace just those we need. EuroIA 2012 @sara_ann_marie
    87. 87. Structure lets us chooseBy Eva-Lotta Lamm
    88. 88. We can’t manually managehow each bit of content looks. EuroIA 2012 @sara_ann_marie
    89. 89. But when we have structure,we can make rules. EuroIA 2012 @sara_ann_marie
    90. 90. Content Stacking vs. InterdigitationFrom Trent Walton, “Content Choreography” EuroIA 2012 @sara_ann_marie
    91. 91. When we have rules,we make systems. EuroIA 2012 @sara_ann_marie
    92. 92. Systems are scalable,instead of manual. EuroIA 2012 @sara_ann_marie
    93. 93. Systems work for robotswww.flickr.com/photos/johngreenaway/3356358479/
    94. 94. And meaning works for uswww.flickr.com/photos/mujitra/4868415523
    95. 95. Let’s put our IA skills to work. EuroIA 2012 @sara_ann_marie
    96. 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

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