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Deblobbing In The Real World
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Deblobbing In The Real World

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The Prussian field marshal Helmuth von Moltke famously said: “no plan survives contact with the enemy.” Similarly, few structured content models survive contact with a complex designs, CMS …

The Prussian field marshal Helmuth von Moltke famously said: “no plan survives contact with the enemy.” Similarly, few structured content models survive contact with a complex designs, CMS limitations, and real-world deadlines. Content reuse and cross-channel publishing depend on effective use of structured content: how can we combine those ideals with the pragmatic needs of our projects?


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  • 1. 1 Deblobbing in the real world Modeling reusable structured content that keeps working after the launch CS Forum 2013
  • 2. Hi. I’m @eaton! I’m with Lullabot. 2 strategy, design, and development
  • 3. 3
  • 4. 4 Chunks vs. Blobs
  • 5. ©2013 Victoria Belanger, Jello Mold Mistress of Brooklyn http://jellomoldmistress.com/ 5
  • 6. NEEDS MOAR STRUCTURE 6
  • 7. No model survives contact with real content 7
  • 8. How does structured content break? 7
  • 9. 1. Design Coupling 8
  • 10. 9
  • 11. 10 Question Answer Episode Topic Name Name Location Question Answer Episode Timestamp Segment Products Topic Design-First Content-First
  • 12. 11
  • 13. 12
  • 14. 13
  • 15. 14
  • 16. 3. Oddball Content 15
  • 17. 16 Modeling Complexity Quantity+Longevity Structure Payoff FAQ page Sidebar promos Terms of service News article Staff bio Photo gallery
  • 18. 17 Assets Structure Ephemera
  • 19. 2. Editors doing design 18
  • 20. 19
  • 21. 20
  • 22. 21 Position Priority Appearance ➧ Emphasis Proximity Relationship vs
  • 23. 22 If you must, treat the layout as its own kind of content
  • 24. 4. Narrative flow 23
  • 25. 24
  • 26. 24
  • 27. 25 HTML is for browsers. Article Gallery Header Hero Aside Slides Div Warning vs
  • 28. 26 Shortcodes Custom XML Insertioncodes HTML HTML5 attributes
  • 29. Make WYSIWYG speak your language. 27
  • 30. Structured content is a series of trade-offs. ‣ Model meaning, not mockups ‣ Ephemeral content needs less structure ‣ Capture emphasis and priority, not layout ‣ Narrative requires structure in the body … Share your lessons! 28
  • 31. 29 Thank you!