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Flexible Content Requires Future-Ready Organizations


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Presented at the 2013 STC Summit.

Presented at the 2013 STC Summit.

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  • 1. 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?
  • 13. Inaccessible.
  • 14. Broken.
  • 15. Missing.
  • 16. Useless.
  • 17. Even launching a responsivehomepage is hard.
  • 18. ‘‘The 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”
  • 19. This is why mobile is such a problem.
  • 20. we’re moving forward,BUT OURCONTENT’SSTILL STUCK.
  • 21. on the website”“just stick it
  • 22. We create content like this.CONTENTGOES HERE.
  • 23. So we can do
  • 24. But we end up with this.CONTENTGOESHERE.
  • 25. it’ll only getBy Eva-Lotta Lammworse
  • 26. We can’t make more content for everynew device and channel.
  • 27. We have the tools to make contentdo more.
  • 28. NPR’sCentralCMSStorage APIWebsitesMobile SitesAppsThird PartiesCOPE: Create Once,Publish Everywhere
  • 29. content
  • 30. Of course, content doesn’t justmagically flow.
  • 31. It takes infrastructure.
  • 32. Which starts with content.
  • 33. Less like this.
  • 34. And a little more like this.
  • 35. how it all connectsthen modeling
  • 36. Data models havebeen aroundforever (well, afew decades atleast).From Web Database Applications with PHP & MySQLby Hugh E. Williams and David Lane (O’Reilly, 2003)
  • 37. what?noidea!huh?But it’s easy to forget that data isalso content.
  • 38. www.melissaanddoug.combe arbitrarystructure can’t
  • 39. By Eva-Lotta Lammbe humanit needs to
  • 40. This means revisiting our content...
  • 41. finding
  • 42. just “pages”
  • 43. Finding patterns gives youcontent types.
  • 44. ...etc. etc. etc.Event ListingsShowsBlog PostsArticlesProfilesBiosHelp ModulesPress ReleasesDirectoriesRecipesShowsProduct ListingsNews BriefsResearch Papers
  • 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
  • 58. mentality1. mass-production
  • 59. People keep creating contentthe same way they alwayshave: big WYSIWYG blobs,Word docs, and PDFs.THE PROBLEM
  • 61. THE REAL PROBLEMContent-producing roles aren’ttied to business goals andvision—so those working inthem have no reason to change.
  • 62.’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
  • 66. protect thefiefdom!
  • 67. Government is notorious for this.
  • 68. This is duplicative and inefficient. Notto mention confusing as hell.
  • 69. Departments that are alwaysfocused on themselves are notthinking about their customers.THE REAL PROBLEM
  • 70. underpantsproblem
  • 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. 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
  • 80. excited bunchwe’re anLIFE magazine archives
  • 81. It’s time we share that passion with thewhole organization.
  • 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
  • 87. Don’t sell solutions.Invest more deeply.2
  • 88. save the daywe don’t
  • 89. You can’t be your organization’ssavior.
  • 90. You can’t be your organization’smastermind.
  • 91. teamworkit’s hard,
  • 92. Do less.Facilitate more.3
  • 93. After the breakpoints are established...
  • 94. Or the API is launched...
  • 95. The content still needs work.
  • 96. to fishteach ‘em
  • 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 // @sara_ann_marie