Architectures for Adaptive Content

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To make content intelligent so that it can be readily adapted requires greater upstream thinking and wider involvement from those responsible for planning, creating and managing content. In short, a …

To make content intelligent so that it can be readily adapted requires greater upstream thinking and wider involvement from those responsible for planning, creating and managing content. In short, a unified content strategy. However, adaptive content also requires flexibility from the content architecture(s) delivering those unified content strategies. In this session, Cleve will present a couple of content architectures for delivering adaptive content.

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    I'm the managing director of a non-prof Center that has a lecture series turned into printed book. The publisher has asked us to remove all the recorded lectures because of a perceived conflict with the forthcoming book. I see collaboration, not conflict ... but I cannot yet articulate why. Am I right that this is what your 'Structured Content' is getting at? And what recommendations might you offer for advancing my own thinking on the integration of face-to-face, digital and printed media?
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  • 1. Cleve GibbonCS Association, April 2012http://www.cognifide.comArchitectures for Adaptable Content © 2011 Cognifide Limited
  • 2. Providing Expertise Technologists that executes and guides for the Marketing worldDigital Marketing Strategies © 2011 Cognifide Limited
  • 3. Who we work with?Agencies ClientsPartners Industry © 2011 Cognifide Limited
  • 4. Architecturesfor Adaptable Content
  • 5. We see:Print brands struggling to adapt their content todigital platforms.‘Digital’ brands fighting the new battle to getmobile.
  • 6. We’ve Learnt:“Unstructured content is stupid and old-fashioned.It’s costly, complex, and does not generate acompetitive advantage.”Ann Mulcahy,Former CEO of Xerox
  • 7. It’s Blobs vs. Chunks Karen McGrane
  • 8. Structure First Mobile First This not a Content Firstchronology -> Customer First Context First … It really doesn’t matter!
  • 9. Don’t do this!Print Web Mobile Web Mobile EpubMobile Web Other…
  • 10. Do This Print WebStructured Content Mobile Other…
  • 11. Crap UserExperience Publishing Public Site (Web) CMSCrap Author EditorialExperience
  • 12. Publishing Collects DeliversServices Content Support Create Editorial
  • 13. UX Information Interaction Visual Usability Architecture Design Design EngineeringContent Strategy Content Architecture Content Author Workflow Modeling Experience Platform Development Build Test Release Support
  • 14. http://www.clevegibbon.com @cleveg