Planning Beyond the Page

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  • 1. Planning Beyond the Page Creating content that survives your next redesign ! ! ! ! @eaton at #nowwhat14 1
  • 2. Hi. I’m @eaton! I’m with Lullabot. 2 Strategy, Design, and Development
  • 3. Pages aren’t content 3
  • 4. Pages aren’t content They’re where it lives 3
  • 5. Two web developers walk into a bar… 4
  • 6. That’s a lot of pages! 5
  • 7. 6
  • 8. 6
  • 9. 6
  • 10. 6
  • 11. 6
  • 12. 7 Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
  • 13. 7 Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
  • 14. 8
  • 15. 9 Web
  • 16. 10 Web Apps
  • 17. 11 Search Social Email APIs Print FeedsWeb Apps
  • 18. Page : Content 12
  • 19. Page : Content 12
  • 20. 13
  • 21. “The way we publish on the web is mostly derived from what we know about putting ink on paper.
 
 The future is content in smaller, discrete objects that can be assembled into new containers. 14 Karen McGrane, Harvard Businss Review
  • 22. “The way we publish on the web is mostly derived from what we know about putting ink on paper.
 
 The future is content in smaller, discrete objects that can be assembled into new containers. 15 Karen McGrane, Harvard Businss Review
  • 23. on the web is mostly derived about putting ink on paper.
 t in smaller, discrete objects ed into new containers. 15 Karen McGrane, Harvard Businss Review
  • 24. Pulling apart your pages 16
  • 25. ‣ Describe services, products, etc. 17
  • 26. 18 ArticleTopicBioAdReviewProductGalleryService
  • 27. 19 Article Topic Bio Ad Review Product Service Gallery
  • 28. TitleAuthorTaglinePull quotePhotoDatelineSummaryPhotoBody 19 Article Topic Bio Ad Review Product Service Gallery
  • 29. 20 Article Title Author Tagline Pull quote Photo Dateline SummaryPhoto Body
  • 30. ‣ Describe services, products, etc. ‣ Identify reusable chunks 21
  • 31. 22 $ $ $
  • 32. 23
  • 33. 24
  • 34. 24
  • 35. ‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages 25
  • 36. 26
  • 37. 26
  • 38. 26 ? $
  • 39. ‣ Describe services, products, etc. ‣ Identify reusable chunks 27
  • 40. ‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages 27
  • 41. ‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages ‣ Set clear business goals 27
  • 42. What we used to call ‘the page’ has become a unit of business intent. 28 Michael Keara, @useradvocate
  • 43. 29 Page An assembly of content that serves a specific goal
  • 44. For example… 30
  • 45. The Lark Cookbook Turning big ideas into small, reusable pieces 31
  • 46. 33
  • 47. 34 MediaMediaMediaPlate Recipe Step Ingredient Technique Media Season Varietal
  • 48. 35
  • 49. The NAMM Foundation Prioritizing critical messages and audiences 36
  • 50. 37
  • 51. Testimonial Article Audience Factoid 38 Project Award Resource Parents Teachers Donors
  • 52. 39 NAMM Foundation Site NAMM Foundation Blog Your Community Best Communities Data† Survey Promotion Music Teacher Finder† Music Merchandiser Finder† Why Music Matters Resources for EducatorsRecruitment and Retention Tips for Success Downloadable Teaching Tools Blog posts for Educators What We Do Get Involved Webcasts Sign up Action Kits and Downloadables Advocacy Blog Posts Donation Partner Orgs and other Resources*
  • 53. The Tech Guy Organizing around user needs 40
  • 54. 42 Episode Question Guest Story Station Topic
  • 55. BBC “DataPics” Identifying new patterns in your content 44
  • 56. 45
  • 57. “It was clear that a pattern was beginning to develop…What was initially a bespoke one-off feature became a regularly commissioned standard. 46 Chris Ashton, Responsive News
  • 58. Data Pic Title Text Image Icon 47
  • 59. Data Pic Title Text Image Icon 47
  • 60. Small, meaningful pieces 48
  • 61. Small, meaningful pieces Think about those pieces
 before the pages 48
  • 62. Isn’t this someone else’s job? 49
  • 63. Isn’t this someone else’s job? 49
  • 64. Are you in a small business (or team)? 50
  • 65. Are you in a small business (or team)? You’re going to wear lots of hats. 50
  • 66. Are you bringing in consultants? 51
  • 67. Are you bringing in consultants? They’ll ask you these questions, too. 51
  • 68. Are you “just” the webmaster? 52
  • 69. Are you “just” the webmaster? Writers, developers, and designers 
 need the big picture, too. 52
  • 70. Content is meaning
 and communication 53
  • 71. Content is meaning
 and communication Plan the pieces
 before the pages 53
  • 72. 54