The Future is now
Content Strategy for Smart Content
Theresa Grotendorst @2welten
Ute Klingelhöfer @contentwerk
Content St...
What is a good content experience?
Theresa’s coffee
Extra Foam
Caramel Macchiato
Content overload
What is the user getting nowadays?
not prepared to show up on different devices
not personalized to the u...
The reason: The familiar way of editing
As a result content is limited to
one single purpose
technology or device
Photo cr...
© mpfphotography - fotolia.com
Nice to
have, but
no solution.
Responsive design by itself is not enough…
We don‘t need MORE content
Like Charles Darwin once said...
“It's not the strongest species 

that survives, nor the most
intelligent. It's the one t...
Editors have to change thinking and behavior
Photo credit: nostwnsnd.com
What‘s Smart Content?
structurally & semantically rich
Photo credit: picjumbo.com
adaptive & dynamically published
Why Metadata?
Photo credit: picjumbo.com
tell other systems what to do with our content
<author>
<title>
<language>
<keywo...
Structure allows modularization
Why Structure?
Structure sets content free
Topic pool for
one article
Information for a
new visitor
Information for an
experienced visitor
Different content to suit ...
Why Semantics?
People understand… Machines don’t.
A piece of information is really only defined by
what it's related to, and how it's related.
There really is little else t...
Linked Data on the Web
Creadit: Wikipedia CC BY-SA 3.0
It’s no new world
Semantics are already in place…
Example: BBC Football Cup 2010
Example: BBC Football Cup 2010
Structured!
Content
Smart

Content
Unstructured

Content
Semantic 

meaning
Highly automated
Flat text
Logical
structure
M...
Dynamic publishing happens on-the-fly
„one size fits all“ vs. personalized/tailored content
targeting an audience vs. targ...
Mastering personalization
format
media
timing
language
Photo credit: gratisography.com
tonality
usage
trust
versioning
ent...
There’s this gap between plans and reality
Start simple…
schema.org
Google Structured Data Markup Helper + Testing Tool
Theresa Grotendorst @2welten
Ute Klingelhöfer @contentwerk
Photo credit: picjumbo.com
Start creating your future now.
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Content Strategy for Smart Content

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Vortrag "Content Strategy for Smart Content" auf der Content Strategy Forum Conference 2014 in Frankfurt

Nowadays the digital universe is more complex than ever. The value of content lies no longer just in the content itself, but rather in the ability to provide a desired content experience - responding to the device, location and the personal needs of your audience. Content needs to be mobile, social and flexible, when and where your audience needs it most. What does this complexity mean for content and the way it is created, managed, and published? How to create adaptive content, which automatically adjusts to different environments and customers needs?

This talk highlights what is needed to execute a content strategy promoting smart content that pays off by making content meaningful to both users and machines. We will discuss a dynamic and personalised content publishing approach and provide you with an understanding of how to support smart content through structure, metadata and semantic technologies in order to create the best possible content experience.

Vortragende:
Theresa Grotendorst, Ute Klingelhöfer

Published in: Marketing, Internet, Technology
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  • indeed, smart content is very important. thank you for the slides
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Transcript of "Content Strategy for Smart Content"

  1. 1. The Future is now Content Strategy for Smart Content Theresa Grotendorst @2welten Ute Klingelhöfer @contentwerk Content Strategy Forum Conference 2014, Frankfurt
  2. 2. What is a good content experience? Theresa’s coffee Extra Foam Caramel Macchiato
  3. 3. Content overload What is the user getting nowadays? not prepared to show up on different devices not personalized to the users needs Photo credit: picjumbo.com
  4. 4. The reason: The familiar way of editing As a result content is limited to one single purpose technology or device Photo credit: morguefile.com
  5. 5. © mpfphotography - fotolia.com Nice to have, but no solution. Responsive design by itself is not enough…
  6. 6. We don‘t need MORE content
  7. 7. Like Charles Darwin once said... “It's not the strongest species 
 that survives, nor the most intelligent. It's the one that is most adaptable to change” Content
  8. 8. Editors have to change thinking and behavior Photo credit: nostwnsnd.com
  9. 9. What‘s Smart Content? structurally & semantically rich Photo credit: picjumbo.com adaptive & dynamically published
  10. 10. Why Metadata? Photo credit: picjumbo.com tell other systems what to do with our content <author> <title> <language> <keyword> <…>
  11. 11. Structure allows modularization Why Structure? Structure sets content free
  12. 12. Topic pool for one article Information for a new visitor Information for an experienced visitor Different content to suit different users' needs Information product A Information product B
  13. 13. Why Semantics? People understand… Machines don’t.
  14. 14. A piece of information is really only defined by what it's related to, and how it's related. There really is little else to meaning. The structure is everything. 
 - Tim Berners-Lee What is meaning to both users and machines? Photo credit: gratisography.com
  15. 15. Linked Data on the Web Creadit: Wikipedia CC BY-SA 3.0
  16. 16. It’s no new world Semantics are already in place…
  17. 17. Example: BBC Football Cup 2010
  18. 18. Example: BBC Football Cup 2010
  19. 19. Structured! Content Smart
 Content Unstructured
 Content Semantic 
 meaning Highly automated Flat text Logical structure Manual Partially Consumed by 
 Humans, displayed 
 by Machines Consumed by Humans Organized, displayed by 
 Machines Consumed by Humans Organized, Displayed, 
 Interpreted 
 by Machines scalability of process Richnessofmarkup Photo credit: picjumbo.com
  20. 20. Dynamic publishing happens on-the-fly „one size fits all“ vs. personalized/tailored content targeting an audience vs. targeting a single individual user Photo credit: gratisography.com
  21. 21. Mastering personalization format media timing language Photo credit: gratisography.com tonality usage trust versioning entitlements value
  22. 22. There’s this gap between plans and reality
  23. 23. Start simple… schema.org Google Structured Data Markup Helper + Testing Tool
  24. 24. Theresa Grotendorst @2welten Ute Klingelhöfer @contentwerk Photo credit: picjumbo.com Start creating your future now.

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