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STRUCTURING CONTENT,
 RESTRUCTURING
 ORGANIZATIONS                      content strategy forum 2012




                                                        Sara Wachter-Boettcher
www.flickr.com/photos/philmanker/3180258187
                                                              @sara_ann_marie
‘‘
Every client, in my experience, has a
content problem.
              Mark Boulton, Web Directions South
responsive design mobile-first
cross-channel experiences
read-it-later apps api-driven
design lazy-loading adaptive
experiences linked-data
mashups web-enabled tvs
future-friendly thinking
multi-screen strategies
flexible grids mobile-only
users web-connected cars
responsive design mobile-first
 THERE’S
cross-channel experiences
read-it-later apps api-driven
 NO MORE
design lazy-loading adaptive
experiences linked-data
 HIDING
mashups web-enabled tvs
future-friendly thinking
 FROM IT.
multi-screen strategies
flexible grids mobile-only
users web-connected cars
‘‘
In traditional media, canvas dimensions are a
known constraint... With digital, however, the
canvas is an unknown.
Instead, we need to build on what we do
know: content.
            Chris Armstrong, “The Infinite Grid”
Everyone agrees: We’ve got to know
our content. For reals.
and yet:

WE’VE STILL
GOT SO FAR
TO GO.
Inaccessible.
Broken.
Missing.
Even launching a new
homepage is hard.
‘‘
The Microsoft.com team built tools,
guidelines, and processes to help localize
everything from responsive images to
responsive content into approximately
100 different markets... They adapted
their CMS to allow Content Strategists to
program 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 OUR
CONTENT’S
STILL STUCK.
“just stick it up
    on the website”
www.flickr.com/photos/wordridden/6125516150/
We create content like this.
We create content like this.


 CONTENT
GOES 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
                             worse




By Eva-Lotta Lamm
We don’t need more content. We need
content that does more.
COPE: Create Once,
             Publish Everywhere

                          Websites
NPR’s                     Mobile Sites
Central   Storage   API   Apps
CMS
                          Third Parties
Structuring Content, Restructuring Organizations - CS Forum 2012
content like
                                                  water
www.flickr.com/photos/briangaid/2909765394/
Of course, content doesn’t just
magically flow.
It takes infrastructure.
which takes
 care and craft




By 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 & MySQL
by Hugh E. Williams and David Lane (O’Reilly, 2003)
The results just weren’t always great.


What?




Huh?
  No
idea!
this didn’t
By Eva-Lotta Lamm
                           fix it
structure isn’t
       arbitrary




        www.melissaanddoug.com
It’s about taking our content knowledge...
and finding
                                                      patterns




www.flickr.com/photos/darkfoxprime/4348506299/
not just “pages”




www.flickr.com/photos/peroshenka/408997641
Patterns help establish content types.
Event Listings
Shows
Blog Posts
Articles
Profiles
Bios
Help Modules
Press Releases
Directories
Recipes
Shows
Product Listings
News Briefs
Research Papers
...etc. etc. etc.
Content types create a content system.
systems give
                         us options




By Eva-Lotta Lamm
We can’t manually manage
how each bit of content looks.
But every bit of structure gives us
the 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 stuck

BECAUSE
WE ARE
STUCK.
it’s people,
    not just tech
3   CHALLENGES
    FOR OUR
    ORGANIZATIONS
1. mass-production
mentality
LIFE magazine archives
THE PROBLEM
People keep creating content
the same way they always
have: big WYSIWYG blobs.
WYSIWYG or
WYSIWTF?
THE REAL PROBLEM
Content-producing roles aren’t
tied to business strategy, goals,
or vision—so those working in
them 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 WAY
Content strategy bridges the
gap between executive vision
and daily execution, defining
how content will serve strategy
over time.
2. compartmentalized
teams
THE PROBLEM
Content-producing departments
don’t communicate, or are even
hostile to one another.
protect the
                fiefdom!




www.flickr.com/photos/domhill/7190797128/
Government is notorious for this.
Structuring Content, Restructuring Organizations - CS Forum 2012
Structuring Content, Restructuring Organizations - CS Forum 2012
Structuring Content, Restructuring Organizations - CS Forum 2012
Structuring Content, Restructuring Organizations - CS Forum 2012
Structuring Content, Restructuring Organizations - CS Forum 2012
Structuring Content, Restructuring Organizations - CS Forum 2012
This is duplicative and inefficient. Not
to mention confusing as hell.
THE REAL PROBLEM
Departments that are always
focused on themselves are not
thinking about their customers.
the underpants
                                                   problem
www.flickr.com/photos/red_devil/4728500604
‘‘
Customers don't know—and don't care to
know—how government is organized. So why
make them go from agency [website] to
agency [website] to get the full picture of
what gov't has to offer on any subject?
              Participant, National Dialogue on
              Improving Government Websites
A BETTER WAY
Transcend silos with cross-
department teams focused on
tackling a single issue. Empower
them to spread new ideas.
3. obsession with
control
www.flickr.com/photos/expertinfantry/5416964813
Structuring Content, Restructuring Organizations - CS Forum 2012
THE PROBLEM
Stakeholders don’t get digital—
they want everything fixed in
place, like print, before approval.
user control
  terrifies them
THE REAL PROBLEM
The organization isn’t built for
change—and suddenly, things
are changing fast. Rather than
adapt, it’s trying to stop the shift.
things will
   keep moving
A BETTER WAY
It’s not just dealing with mobile.
It’s becoming an organization
that’s adept at change.
good news!

CONTENT
STRATEGISTS
CAN HELP
we’re an
 excited bunch
LIFE magazine archives
It’s time we share that passion with the
whole organization.
3   WAYS TO
    MAKE CHANGE
    HAPPEN
1   Make mobile an entry
    point, not the end point.
‘‘
Use mobile as a wedge to create a better
experience for ALL users.
                             Karen McGrane
Also true for changing organizations.
use mobile to
                                               break down doors
www.flickr.com/photos/justin-march/3720489344/
2   Don’t sell solutions.
    Invest more deeply.
we don’t
  save the day
You can’t just fix it.
You’ve got to be in it together.
it’s hard,
                                                       messy work




www.flickr.com/photos/trondheim_byarkiv/4773880876
3   Do less.
    Facilitate more.
After the CMS is updated...
Or the API is launched...
The content will still need help.
teach ‘em
 to fish...
Find the people your work affects,
and incorporate them from the start.
And finally, there’s you.
we can’t see
the future
but we can
                    play a role in it




By Eva-Lotta Lamm
THANK YOU,

 CAPE TOWN!
                                      sarawb.com // @sara_ann_marie
                                      Content Everywhere is coming in November!
                                      http://rfld.me/content-everywhere




Flickr images used via CC-Attribution license unless otherwise noted.
Illustrations used with the permission of Eva-Lotta Lamm.

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