‘‘A repeatable system that governs themanagement of content throughout theentire lifecycle.Rahel Bailie, Just Before Lunch
✦ Deﬁnes how content will supportboth users and business✦ Sets priorities, standards, andbenchmarks for success✦ Creates a framework for decision-making✦ Establishes shared vision for contentacross teams or departments
‘‘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”
‘‘Adaptive content automatically adjusts todifferent environments and devicecapabilities... [It] can be displayed in anydesired order, made to respond to speciﬁccustomer interactions, changed based onlocation, and integrated with content fromother sources.Ann Rockley
We can’t manually manage howeach bit of content looks.But every bit of structure gives usthe option to make a rule.
If a recipe is in the app,then include the ratingsbefore the ingredients.
Display the headline andsummary of the most recentarticle in the travel category.
‘‘Customers dont know—and dont care toknow—how government is organized. Sowhy make them go from agency [website]to agency [website] to get the full picture ofwhat govt has to offer on any subject?Participant, National Dialogue onImproving Government Websites
Transcend silos with cross-department teams focused ontackling a single issue. Empowerthem to spread new ideas.A BETTER WAY
www.ﬂickr.com/photos/expertinfantry/5416964813control3. obsession with
Stakeholders don’t get digital—they want to see everythingﬁxed in place, like print, beforeapproving it.THE PROBLEM
THANK YOUFlickr images used via CC-Attribution license unless otherwise noted.Illustrations used with the permission of Eva-Lotta Lamm.Save 25% on Content Everywhere withthe code SWB:rfld.me/content-everywheresarawb.com // @sara_ann_marie