Whether you’re talking about APIs, responsive sites, or content repositories, you’re going to need structured content. But if you want structure to really work, you have to change more than your ...
Whether you’re talking about APIs, responsive sites, or content repositories, you’re going to need structured content. But if you want structure to really work, you have to change more than your CMS. You have to change your organization.
Jan Goossenaerts, Founder at WikinetixGreat presentation. Also like the content that does more phrase, and have introduced the term content productivity. Regarding the patterns. I have been introducing some in the Actor Atlas: http://www.actor-atlas.info/ Beyond rethinking content practices within organizations, we need to rethink institutions (IPR, copyright) as well. My viewpoint: a structural shift is only about to start.6 months ago
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SevenWorks at SevenWorksAt the end of any web development, the content is the most important factor for web users to stay to the website.6 months ago
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Mauro D'AndreaWhat can I say...Great content! This presentation is very interesting, thank you Sara.6 months ago
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Jacobo ShemariaExcelente presentación, me gusto mucho, felicidades.6 months ago
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Kevin Fisher at LinkedInGreat line: 'we don't need more content. We need content that does more'6 months ago
‘‘In traditional media, canvas dimensions are aknown constraint... With digital, however, thecanvas is an unknown.Instead, we need to build on what we doknow: content. Chris Armstrong, “The Infinite Grid”
Everyone agrees: We’ve got to knowour content. For reals.
and yet:WE’VE STILLGOT SO FARTO GO.
Inaccessible.
Broken.
Missing.
Even launching a newhomepage is hard.
‘‘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”
This is why mobile is so hard.
the web’s moving forward,BUT OURCONTENT’SSTILL STUCK.
“just stick it up on the website”www.flickr.com/photos/wordridden/6125516150/
We create content like this.
We create content like this. CONTENTGOES HERE.
So we can do this.www.flickr.com/photos/76029035@N02/6829344565
So we can do this. CONTENT GOES HERE.www.flickr.com/photos/76029035@N02/6829344565
But we end up with this.
But we end up with this. CONTENT GOES HERE.
it’ll only get worseBy Eva-Lotta Lamm
We don’t need more content. We needcontent that does more.
COPE: Create Once, Publish Everywhere WebsitesNPR’s Mobile SitesCentral Storage API AppsCMS Third Parties
content like waterwww.flickr.com/photos/briangaid/2909765394/
Of course, content doesn’t justmagically flow.
It takes infrastructure.
which takes care and craftBy Eva-Lotta Lamm
And a CMS to match
interconnected,not just hierarchical
Of course, structured data isn’t new.From Web Database Applications with PHP & MySQLby Hugh E. Williams and David Lane (O’Reilly, 2003)
The results just weren’t always great.What?Huh? Noidea!
this didn’tBy Eva-Lotta Lamm fix it
structure isn’t arbitrary www.melissaanddoug.com
It’s about taking our content knowledge...
and finding patternswww.flickr.com/photos/darkfoxprime/4348506299/
not just “pages”www.flickr.com/photos/peroshenka/408997641
Patterns help establish content types.
Event ListingsShowsBlog PostsArticlesProfilesBiosHelp ModulesPress ReleasesDirectoriesRecipesShowsProduct ListingsNews BriefsResearch Papers...etc. etc. etc.
Content types create a content system.
systems give us optionsBy Eva-Lotta Lamm
We can’t manually managehow each bit of content looks.
But every bit of structure gives usthe option to make a rule.
it tells our content what to do
If [content type] is in [situation], then[do this with] the [content elements].
If [a recipe] is in [the app], then [include]the [ratings before the ingredients].
structure helps content move
Now, for the hard part.
our content’s stuckBECAUSEWE ARESTUCK.
it’s people, not just tech
3 CHALLENGES FOR OUR ORGANIZATIONS
1. mass-productionmentalityLIFE magazine archives
THE PROBLEMPeople keep creating contentthe same way they alwayshave: big WYSIWYG blobs.
WYSIWYG orWYSIWTF?
THE REAL PROBLEMContent-producing roles aren’ttied to business strategy, goals,or vision—so those working inthem see no reason to change.
that’s not my job! i just keep the production line moving.www.flickr.com/photos/seattlemunicipalarchives/2710933334
A BETTER WAYContent strategy bridges thegap between executive visionand daily execution, defininghow content will serve strategyover time.
2. compartmentalizedteams
THE PROBLEMContent-producing departmentsdon’t communicate, or are evenhostile to one another.
protect the fiefdom!www.flickr.com/photos/domhill/7190797128/
Government is notorious for this.
This is duplicative and inefficient. Notto mention confusing as hell.
THE REAL PROBLEMDepartments that are alwaysfocused on themselves are notthinking about their customers.
the underpants problemwww.flickr.com/photos/red_devil/4728500604
‘‘Customers dont know—and dont care toknow—how government is organized. So whymake them go from agency [website] toagency [website] to get the full picture ofwhat govt has to offer on any subject? Participant, National Dialogue on Improving Government Websites
A BETTER WAYTranscend silos with cross-department teams focused ontackling a single issue. Empowerthem to spread new ideas.
Find the people your work affects,and incorporate them from the start.
And finally, there’s you.
we can’t seethe future
but we can play a role in itBy Eva-Lotta Lamm
THANK YOU, CAPE TOWN! sarawb.com // @sara_ann_marie Content Everywhere is coming in November! http://rfld.me/content-everywhereFlickr images used via CC-Attribution license unless otherwise noted.Illustrations used with the permission of Eva-Lotta Lamm.
Paul Dunn
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