0
How to Future-proof Your Content
Sarah Beckley
Senior Content Strategist
razorfish
Content Strategy Workshops
11 July 2013
2
nv
• 7 years in Content Strategy
• 5 years in tech support/tech writing
• 5 years in print publishing
• Specializes in f...
3
• Terms
• Today
• Tomorrow
• Revisioning
• Resources
Agenda
Future-proofing
Content
4
Terms
Creating flexible,
reusable content that is
platform and device
agnostic to support
content that can adapt
to the unknown....
Human-consumable, contextualized data—aka the stuff
between the tags. - Rahel Bailie
Not limited to one purpose, technolog...
Today
8
Mourn publishing
http://publishingisdead.com/
99
Say goodbye to the Home page
10
Hello, scrolling!
10
Facebook,, news app, Red Cross app
11
Sites are strip mined for content
•Instapaper
•Readability
•Pocket
•Pinterest
•The Future
Pinterest results for “conten...
• 50 million people own tablets in the US.
• Mobile use will exceed desktop use next year.
• 133.7 million people in the U...
13
Mobile
•4.8 billion people now own mobile phones.
Just 4.2 billion own a toothbrush. (Mindjumpers)
•Mobile commerce is ...
14
But we’re consuming more and less
•Digital consumers read more books a year on
average than their print-only counterpar...
15
Metadata still eludes us
Source: “Content Access: Maximizing Availability Across the Enterprise”, AIIM Whitepaper 2012,...
16
Formats are shrinking and expanding
•TV’s as tall as me
•Smartphones in every
size and aspect ratio
Images: Netmagazine...
17
Heads up!
17
Image: Wired mag http://www.wired.com/images_blogs/gadgetlab/2012/04/google_glass_story-660x388.jpg
18
Content Bots
www.narrativescience.com
“The 19th century was defined by the
novel.The 20th by the cinema. 21st will be
defined by the interface.” - Lev Manovich
20
Novel = Vlog + Twitter + Tumblr
20
http://www.youtube.com/watch?v=KisuGP2lcPs&feature=share&list=SP6690D980D8A65D08
2121
Serial = Mobile app + UGC w/a twist
http://www.thesilenthistory.com/
22
Snowfall
22
Integrated experience
http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek
•Content first philosophy
•Targeted or niche audience
•Mashups
•Strong story
•Multimedia/multichannel
23
What do the examp...
Tomorrow
You never change things by fighting the existing
reality.To change something, build a new model
that makes the exiting mod...
26
What do we know about the future?
•Increased content volume
•Increase in device type and format
•Increased complexity
•...
27
Tomorrow’s content is…
•Adaptable
•Accessible
•Agile
•Findable
•Mutable
•Nimble
•Responsive
http://unicornsonrainbows.f...
28
Plan for tomorrow
•Strategy
•Standards
•Structure
•Schema
•Size
•Socialize
The goal of content strategy is to use "…words
and data to create unambiguous content that
supports meaningful, interactiv...
3030
BBC’s vision: Never miss a moment
Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic ...
3131
Content = Live + Multimedia + Mobile
Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semant...
32
•Content guidelines
•Governance board
•Editor in chief
•Document everything
•Clearly defined roles
32
Standards
Image s...
3333
Microsoft’s model
http://blogs.technet.com/b/tothesharepoint/archive/2010/09/01/new-governance-content-white-papers-a...
34
nv
• XML was made official
in1997
• Managing Enterprise
Content 1st edition
published in 2002
• Enterprise content
mana...
35
nv
• NPR famous for their
content API
• Anil Dash and
MindTouch both
recommend building an
API first, UI second
35
APIs...
36
 XML-Extensible Markup
Language
 HTML5-Hypertext Markup
language
 Microformats-Open data based
on HTML5
 RDF-Resour...
3737
Semantic pattern recognition
http://www.sciencedirect.com/science/article/pii/S0031320310002682
38
•Identify content types
•Map content relationships
(ecosystem)
•Create content models
•Assign content type
behaviors
•M...
Metadata can be fuzzy
Metadata Keywords
Tags/Descriptive
metadata
Structural
metadata
40
Size: Small but effective
http://www.wallstreetinsanity.com/wp-content/uploads/p45car.png
41
Microformats are your friend
Images: Hassan Naqeeb http://technecore.blogspot.com/2013/05/google-glasses-view.html
42
Socialize: Drive the bus
Source: “Content Access: Maximizing Availability Across the Enterprise”, AIIM Whitepaper 2012,...
Revisioning
44
Tomorrow’s content model
Source: http://www.ontotext.com/publishing
• What long content can you chunk (break up)?
• No “wrap” for headlines
• “Wrap” limit for subheads
• Image options (two, ...
“You can’t afford to create a
piece of content for any one
platform. Instead of crafting
a website, you have to put
more e...
• Desktop site
• Mobile site
• Mobile app
• Tablet app
• Print
• Blog
• Email
• Microsite
• Social
• Intranet
• Chat/text
...
• Recipe
– Title
– Author
– Date
– By line
– Cook time
– Prep time
– Measurements type (Imperial/metric)
– Main ingredient...
• Structural metadata
• Administrative metadata
• Less descriptive metadata
• Manually tagged
• Folksonomy
• Siloed taxono...
50
nv
• Create metadata for the
superheroes
• Can you leverage existing
metadata sources?
• How can you enrich this
metada...
• Name
• Group affiliation
• Source of power
• Type of power
• Secret identity
• Gender
• Citizenship
• Birthplace
• First...
• Organization’s content
• Controlled vocabulary
• Open vocabulary
• Industry standards
– Schema.org
– Dublin Core
– Etc.
...
Then what?
• “Nimble” by Razorfish/Rachel Lovinger
• “Contents May have Shifted” by Erin Kissane (Contents magazine)
• “Mobile Conten...
55
np
•Strategy
•Standards
•Structure
•Schema
•Size
•Socialize the new model and processes
•Remember to review, rinse, and...
Thank you!
Questions: @sarahbeckley
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How to Future-proof Your Content by Sarah Beckley

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Transcript of "How to Future-proof Your Content by Sarah Beckley"

  1. 1. How to Future-proof Your Content Sarah Beckley Senior Content Strategist razorfish Content Strategy Workshops 11 July 2013
  2. 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. 3 • Terms • Today • Tomorrow • Revisioning • Resources Agenda
  4. 4. Future-proofing Content 4 Terms
  5. 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. 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. 7. Today
  8. 8. 8 Mourn publishing http://publishingisdead.com/
  9. 9. 99 Say goodbye to the Home page
  10. 10. 10 Hello, scrolling! 10 Facebook,, news app, Red Cross app
  11. 11. 11 Sites are strip mined for content •Instapaper •Readability •Pocket •Pinterest •The Future Pinterest results for “content strategy” , www.instapaper.com
  12. 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. 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. 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. 15 Metadata still eludes us Source: “Content Access: Maximizing Availability Across the Enterprise”, AIIM Whitepaper 2012, www.aiim.org
  16. 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. 17 Heads up! 17 Image: Wired mag http://www.wired.com/images_blogs/gadgetlab/2012/04/google_glass_story-660x388.jpg
  18. 18. 18 Content Bots www.narrativescience.com
  19. 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. 20 Novel = Vlog + Twitter + Tumblr 20 http://www.youtube.com/watch?v=KisuGP2lcPs&feature=share&list=SP6690D980D8A65D08
  21. 21. 2121 Serial = Mobile app + UGC w/a twist http://www.thesilenthistory.com/
  22. 22. 22 Snowfall 22 Integrated experience http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek
  23. 23. •Content first philosophy •Targeted or niche audience •Mashups •Strong story •Multimedia/multichannel 23 What do the examples have in common?
  24. 24. Tomorrow
  25. 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. 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. 27 Tomorrow’s content is… •Adaptable •Accessible •Agile •Findable •Mutable •Nimble •Responsive http://unicornsonrainbows.files.wordpress.com/2010/08/unicorns-rainbow.jpg
  28. 28. 28 Plan for tomorrow •Strategy •Standards •Structure •Schema •Size •Socialize
  29. 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. 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. 31. 3131 Content = Live + Multimedia + Mobile Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog
  32. 32. 32 •Content guidelines •Governance board •Editor in chief •Document everything •Clearly defined roles 32 Standards Image source: http://kidmincoach.files.wordpress.com
  33. 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. 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. 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. 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. 37. 3737 Semantic pattern recognition http://www.sciencedirect.com/science/article/pii/S0031320310002682
  38. 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. 39. Metadata can be fuzzy Metadata Keywords Tags/Descriptive metadata Structural metadata
  40. 40. 40 Size: Small but effective http://www.wallstreetinsanity.com/wp-content/uploads/p45car.png
  41. 41. 41 Microformats are your friend Images: Hassan Naqeeb http://technecore.blogspot.com/2013/05/google-glasses-view.html
  42. 42. 42 Socialize: Drive the bus Source: “Content Access: Maximizing Availability Across the Enterprise”, AIIM Whitepaper 2012, www.aiim.org
  43. 43. Revisioning
  44. 44. 44 Tomorrow’s content model Source: http://www.ontotext.com/publishing
  45. 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. 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. 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. 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. 49. • Structural metadata • Administrative metadata • Less descriptive metadata • Manually tagged • Folksonomy • Siloed taxonomies • Inconsistent vocabularies 49 Today’s metadata
  50. 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. 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. 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. 53. Then what?
  54. 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. 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. 56. Thank you! Questions: @sarahbeckley
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