1. www.ﬂickr.com/photos/dandeluca/3083945050/FLEXIBLECONTENTfuture-readyorganizationsstc summit / atlanta / may 6, 2013requiressara wachter-boettcher@sara_ann_marie
2. ‘‘Every client, in my experience, has acontent problem.Mark Boulton, Web Directions South 2012
3. Mobile is making the web (ﬁnally)talk about it.
4. ‘‘In traditional media, canvas dimensions area known constraint. With digital, however,the canvas is an unknown...We need to build on what we do know:content.Chris Armstrong, “The Inﬁnite Grid”
5. But do we actually know our content?
6. That’s what content strategy is all about.
7. ‘‘A repeatable system that governs themanagement of content throughout theentire lifecycle.Rahel Bailie, Just Before Lunch
8. ✦ 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
9. It might mean auditing your content.
10. Deﬁning what you should sound like.Message architecture examplefrom Margot Bloomstein
11. Or creatingsystematic plansfor writing andcollecting it...Page table example fromRelly Annett-Baker
12. and yet:IT’S STILL SODANG HARD,ISN’T IT?
17. Even launching a responsivehomepage is hard.
18. ‘‘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”
45. Content types help you create acontent system.
46. Start with asingle type ofcontent, like a recipe.What is it? What makesit a recipe?
47. Then, how do ourdifferent content typesﬁt together?
48. systems giveus optionsBy Eva-Lotta Lamm
49. ‘‘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
50. We can’t manually manage howeach bit of content looks.But every bit of structure gives usthe option to make a rule.
51. If a recipe is in the app,then include the ratingsbefore the ingredients.
52. Display the headline andsummary of the most recentarticle in the travel category.
53. structure setscontent freeBy Eva-Lotta Lamm
54. Getting there isn’t easy.
55. our content’s stuckBECAUSEWE ARESTUCK.
56. it’s people,not just tech
57. 3CHALLENGESFOR OURORGANIZATIONS
58. mentality1. mass-production
59. People keep creating contentthe same way they alwayshave: big WYSIWYG blobs,Word docs, and PDFs.THE PROBLEM
60. WYSIWYG orWYSIWTF?
61. THE REAL PROBLEMContent-producing roles aren’ttied to business goals andvision—so those working inthem have no reason to change.
62. www.ﬂickr.com/photos/seattlemunicipalarchives/2710933334that’s not my job! i justkeep the productionline moving.
63. A BETTER WAYContent strategy bridges thegap between executive visionand daily execution—not justfor a project, but over time.
64. teams2. compartmentalized
65. The organization is dividedinto departments that don’tcommunicate—or, even worse,are hostile to one another.THE PROBLEM
71. ‘‘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
72. Transcend silos with cross-department teams focused ontackling a single issue. Empowerthem to spread new ideas.A BETTER WAY
73. www.ﬂickr.com/photos/expertinfantry/5416964813control3. obsession with
74. Stakeholders don’t get digital—they want to see everythingﬁxed in place, like print, beforeapproving it.THE PROBLEM
75. terriﬁes themuser control
76. The organization isn’t built forchange—and suddenly, thingsare changing fast. Rather thanadapt, it’s trying to stop the shift.THE REAL PROBLEM
77. keep movingbut things
78. It’s not just dealing with mobile.It’s becoming an organizationthat’s adept at change.A BETTER WAY
79. good news!WE CAN DOSOMETHINGABOUT THIS
80. excited bunchwe’re anLIFE magazine archives
81. It’s time we share that passion with thewhole organization.
82. 3WAYSTO WORKDIFFERENTLY
83. Make mobile an entrypoint, not the end point.1
84. ‘‘Use mobile as a wedge to create a betterexperience for ALL users.Karen McGrane
85. True for changing organizations, too.
86. break down doorsuse mobile towww.ﬂickr.com/photos/justin-march/3720489344/
97. Find the people your work affects,and incorporate them from the start.
98. know it allwe can’t
99. everyone alongbut we can help
100. 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