How to Future-proof Your Content by Sarah Beckley

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  • 1. How to Future-proof Your Content Sarah Beckley Senior Content Strategist razorfish Content Strategy Workshops 11 July 2013
  • 2. 2 nv • 7 years in Content Strategy • 5 years in tech support/tech writing • 5 years in print publishing • Specializes in financial services, embedded/contextual help, online applications, content matrix development • Previous clients include HSBC, HAL, Allstate, Citadel, STAR Financial Network, and the Options Industry Council, and GE • @sarahbeckley • Sarah.Beckley@razorfish.com 2 About Sarah Beckley
  • 3. 3 • Terms • Today • Tomorrow • Revisioning • Resources Agenda
  • 4. Future-proofing Content 4 Terms
  • 5. Creating flexible, reusable content that is platform and device agnostic to support content that can adapt to the unknown. 5 What do we mean by future proofing?
  • 6. Human-consumable, contextualized data—aka the stuff between the tags. - Rahel Bailie Not limited to one purpose, technology or output. Intelligent content is structurally rich and semantically aware, and is therefore discoverable, reusable, reconfigurable and adaptable. - Ann Rockley All content is a brand experience - Mark Baker (paraphrasing) nv 6 Content is…
  • 7. Today
  • 8. 8 Mourn publishing http://publishingisdead.com/
  • 9. 99 Say goodbye to the Home page
  • 10. 10 Hello, scrolling! 10 Facebook,, news app, Red Cross app
  • 11. 11 Sites are strip mined for content •Instapaper •Readability •Pocket •Pinterest •The Future Pinterest results for “content strategy” , www.instapaper.com
  • 12. • 50 million people own tablets in the US. • Mobile use will exceed desktop use next year. • 133.7 million people in the U.S. owned smartphones (57% mobile market penetration) during the three months ending in February 2013, up 8 percent since November. 12 The machines are winning Sources: comScore MobiLens & TabLens, U.S., 2003-2012, shapshop.com/2012-mobile-marketing-statistics, ComScore
  • 13. 13 Mobile •4.8 billion people now own mobile phones. Just 4.2 billion own a toothbrush. (Mindjumpers) •Mobile commerce is projected to ten-fold from 2010 ($3 billion) to 2016 ($31 billion). (TMGmedia)
  • 14. 14 But we’re consuming more and less •Digital consumers read more books a year on average than their print-only counterparts. •And we use a smartphone while: – Watching TV – Shopping – Driving – Doing daily household tasks
  • 15. 15 Metadata still eludes us Source: “Content Access: Maximizing Availability Across the Enterprise”, AIIM Whitepaper 2012, www.aiim.org
  • 16. 16 Formats are shrinking and expanding •TV’s as tall as me •Smartphones in every size and aspect ratio Images: Netmagazine.com and Gizmag.com
  • 17. 17 Heads up! 17 Image: Wired mag http://www.wired.com/images_blogs/gadgetlab/2012/04/google_glass_story-660x388.jpg
  • 18. 18 Content Bots www.narrativescience.com
  • 19. “The 19th century was defined by the novel.The 20th by the cinema. 21st will be defined by the interface.” - Lev Manovich
  • 20. 20 Novel = Vlog + Twitter + Tumblr 20 http://www.youtube.com/watch?v=KisuGP2lcPs&feature=share&list=SP6690D980D8A65D08
  • 21. 2121 Serial = Mobile app + UGC w/a twist http://www.thesilenthistory.com/
  • 22. 22 Snowfall 22 Integrated experience http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek
  • 23. •Content first philosophy •Targeted or niche audience •Mashups •Strong story •Multimedia/multichannel 23 What do the examples have in common?
  • 24. Tomorrow
  • 25. You never change things by fighting the existing reality.To change something, build a new model that makes the exiting model obsolete. - Richard Buckminster Fuller 25 The future is change
  • 26. 26 What do we know about the future? •Increased content volume •Increase in device type and format •Increased complexity •Decreased screen size •Multiple devices in use at the same time •Non-linear
  • 27. 27 Tomorrow’s content is… •Adaptable •Accessible •Agile •Findable •Mutable •Nimble •Responsive http://unicornsonrainbows.files.wordpress.com/2010/08/unicorns-rainbow.jpg
  • 28. 28 Plan for tomorrow •Strategy •Standards •Structure •Schema •Size •Socialize
  • 29. The goal of content strategy is to use "…words and data to create unambiguous content that supports meaningful, interactive experiences.” - “Content Strategy:The Philosophy of Data,” Rachel Lovinger 29 Content strategy
  • 30. 3030 BBC’s vision: Never miss a moment Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog
  • 31. 3131 Content = Live + Multimedia + Mobile Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog
  • 32. 32 •Content guidelines •Governance board •Editor in chief •Document everything •Clearly defined roles 32 Standards Image source: http://kidmincoach.files.wordpress.com
  • 33. 3333 Microsoft’s model http://blogs.technet.com/b/tothesharepoint/archive/2010/09/01/new-governance-content-white-papers-and-check-out-the-model.aspx
  • 34. 34 nv • XML was made official in1997 • Managing Enterprise Content 1st edition published in 2002 • Enterprise content management became trendy in 2006 34 Structured content is not new Screen grab from “The Matrix” film opening credits
  • 35. 35 nv • NPR famous for their content API • Anil Dash and MindTouch both recommend building an API first, UI second 35 APIs for content are new http://www.npr.org/
  • 36. 36  XML-Extensible Markup Language  HTML5-Hypertext Markup language  Microformats-Open data based on HTML5  RDF-Resource Description Framework  OWL-Web Ontology Language  DITA-Darwin Information Type Architecture (by IBM)  JSON-JavaScript Object Notation 36 Semantic structure options Val Swisher’s closet photo: http://www.contentrules.com/images/Organizer-Closet.jpg
  • 37. 3737 Semantic pattern recognition http://www.sciencedirect.com/science/article/pii/S0031320310002682
  • 38. 38 •Identify content types •Map content relationships (ecosystem) •Create content models •Assign content type behaviors •Map content elements between content types 38 Schema: Content models
  • 39. Metadata can be fuzzy Metadata Keywords Tags/Descriptive metadata Structural metadata
  • 40. 40 Size: Small but effective http://www.wallstreetinsanity.com/wp-content/uploads/p45car.png
  • 41. 41 Microformats are your friend Images: Hassan Naqeeb http://technecore.blogspot.com/2013/05/google-glasses-view.html
  • 42. 42 Socialize: Drive the bus Source: “Content Access: Maximizing Availability Across the Enterprise”, AIIM Whitepaper 2012, www.aiim.org
  • 43. Revisioning
  • 44. 44 Tomorrow’s content model Source: http://www.ontotext.com/publishing
  • 45. • What long content can you chunk (break up)? • No “wrap” for headlines • “Wrap” limit for subheads • Image options (two, three, or more sizes?) • Modules (common elements across sections that may not be device-compliant) • Non-friendly formats (PDF, PPT, Flash, etc.) • Targeted to novice/intermediate/expert users • Geo-located for in person classes • Accessibility tags/screen reader text • Semantic tags for those searching for subtopics Future-proof inventory additions
  • 46. “You can’t afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the different bits of an asset, so they can be reused more effectively, so they can deliver more value.” Nic Newman, BBC (via Karen McGrane) 46 Content is precious: Reuse it
  • 47. • Desktop site • Mobile site • Mobile app • Tablet app • Print • Blog • Email • Microsite • Social • Intranet • Chat/text • Screen reader • White papers Content delivery options
  • 48. • Recipe – Title – Author – Date – By line – Cook time – Prep time – Measurements type (Imperial/metric) – Main ingredients – Optional ingredients – Nutritional info (could also be broken down) • Training manual – Sub topics – Code examples – Videos 48 Tomorrow’s content elements
  • 49. • Structural metadata • Administrative metadata • Less descriptive metadata • Manually tagged • Folksonomy • Siloed taxonomies • Inconsistent vocabularies 49 Today’s metadata
  • 50. 50 nv • Create metadata for the superheroes • Can you leverage existing metadata sources? • How can you enrich this metadata? • 15 minutes 50 Exercise www.digitalcitizen.ca
  • 51. • Name • Group affiliation • Source of power • Type of power • Secret identity • Gender • Citizenship • Birthplace • First appearance • TV/Film/Web • Creator 51 Tomorrow’s metadata
  • 52. • Organization’s content • Controlled vocabulary • Open vocabulary • Industry standards – Schema.org – Dublin Core – Etc. • Social – FOAF- Friend of a Friend (describes people and their connections) – SIOC- Semantically-linked Online Communities • Video – MPEG-7- Moving Pictures Expert Group – Media RSS- custom RSS for media-specific info 52 Metadata resources
  • 53. Then what?
  • 54. • “Nimble” by Razorfish/Rachel Lovinger • “Contents May have Shifted” by Erin Kissane (Contents magazine) • “Mobile Content Strategy and Why Should I Care?” Karolina Szczur • Managing Enterprise Content by Ann Rockley and Charles Cooper • Content Strategy for Mobile by Karen McGrane • Content Everywhere by Sara Wachter-Boettcher • Content Strategy: Connecting the dots between business, brand, and benefits by Rahel Anne Bailie and Noz Urbina • Mobile First by Luke Wroblewski 54 Read these guys
  • 55. 55 np •Strategy •Standards •Structure •Schema •Size •Socialize the new model and processes •Remember to review, rinse, and repeat! Then break off a piece and start
  • 56. Thank you! Questions: @sarahbeckley