0
Planning Beyond
the Page
Creating content that survives your next redesign
!
!
!
!
@eaton at #nowwhat14
1
Hi. I’m @eaton!
I’m with Lullabot.
2
Strategy, Design, and Development
Pages aren’t content
3
Pages aren’t content
They’re where it lives
3
Two web
developers
walk into a bar…
4
That’s a lot
of pages!
5
6
6
6
6
6
7
Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
7
Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
8
9
Web
10
Web Apps
11
Search Social
Email
APIs
Print
FeedsWeb
Apps
Page : Content
12
Page : Content
12
13
“The way we publish on the web is mostly derived
from what we know about putting ink on paper.



The future is content in...
“The way we publish on the web is mostly derived
from what we know about putting ink on paper.



The future is content in...
on the web is mostly derived
about putting ink on paper.

t in smaller, discrete objects
ed into new containers.
15
Karen ...
Pulling apart
your pages
16
‣ Describe services, products, etc.
17
18
ArticleTopicBioAdReviewProductGalleryService
19
Article
Topic
Bio
Ad
Review
Product
Service
Gallery
TitleAuthorTaglinePull quotePhotoDatelineSummaryPhotoBody
19
Article
Topic
Bio
Ad
Review
Product
Service
Gallery
20
Article Title
Author
Tagline
Pull quote
Photo
Dateline
SummaryPhoto
Body
‣ Describe services, products, etc.
‣ Identify reusable chunks
21
22
$ $ $
23
24
24
‣ Describe services, products, etc.
‣ Identify reusable chunks
‣ Define audience needs, messages
25
26
26
26
?
$
‣ Describe services, products, etc.
‣ Identify reusable chunks
27
‣ Describe services, products, etc.
‣ Identify reusable chunks
‣ Define audience needs, messages
27
‣ Describe services, products, etc.
‣ Identify reusable chunks
‣ Define audience needs, messages
‣ Set clear business goals...
What we used to call
‘the page’ has become
a unit of business intent.
28
Michael Keara, @useradvocate
29
Page
An assembly of
content that serves
a specific goal
For example…
30
The Lark Cookbook
Turning big ideas into small, reusable pieces
31
33
34
MediaMediaMediaPlate
Recipe
Step
Ingredient
Technique
Media
Season
Varietal
35
The NAMM Foundation
Prioritizing critical messages and audiences
36
37
Testimonial Article
Audience
Factoid
38
Project Award Resource
Parents
Teachers
Donors
39
NAMM Foundation Site
NAMM Foundation Blog
Your Community
Best Communities Data†
Survey Promotion
Music Teacher Finder†
...
The Tech Guy
Organizing around user needs
40
42
Episode Question
Guest
Story
Station
Topic
BBC “DataPics”
Identifying new patterns in your content
44
45
“It was clear that a pattern was beginning to
develop…What was initially a bespoke one-off
feature became a regularly comm...
Data Pic
Title
Text
Image
Icon
47
Data Pic
Title
Text
Image
Icon
47
Small, meaningful pieces
48
Small, meaningful pieces
Think about those pieces

before the pages
48
Isn’t this
someone
else’s job?
49
Isn’t this
someone
else’s job?
49
Are you in a small
business (or team)?
50
Are you in a small
business (or team)?
You’re going to wear lots of hats.
50
Are you bringing in
consultants?
51
Are you bringing in
consultants?
They’ll ask you these questions, too.
51
Are you “just” the
webmaster?
52
Are you “just” the
webmaster?
Writers, developers, and designers 

need the big picture, too.
52
Content is meaning

and communication
53
Content is meaning

and communication
Plan the pieces

before the pages
53
54
Planning Beyond the Page
Planning Beyond the Page
Planning Beyond the Page
Upcoming SlideShare
Loading in...5
×

Planning Beyond the Page

2,471

Published on

Published in: Marketing, Technology, Business
2 Comments
30 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,471
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
40
Comments
2
Likes
30
Embeds 0
No embeds

No notes for slide

Transcript of "Planning Beyond the Page"

  1. 1. Planning Beyond the Page Creating content that survives your next redesign ! ! ! ! @eaton at #nowwhat14 1
  2. 2. Hi. I’m @eaton! I’m with Lullabot. 2 Strategy, Design, and Development
  3. 3. Pages aren’t content 3
  4. 4. Pages aren’t content They’re where it lives 3
  5. 5. Two web developers walk into a bar… 4
  6. 6. That’s a lot of pages! 5
  7. 7. 6
  8. 8. 6
  9. 9. 6
  10. 10. 6
  11. 11. 6
  12. 12. 7 Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
  13. 13. 7 Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
  14. 14. 8
  15. 15. 9 Web
  16. 16. 10 Web Apps
  17. 17. 11 Search Social Email APIs Print FeedsWeb Apps
  18. 18. Page : Content 12
  19. 19. Page : Content 12
  20. 20. 13
  21. 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. 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. 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. 24. Pulling apart your pages 16
  25. 25. ‣ Describe services, products, etc. 17
  26. 26. 18 ArticleTopicBioAdReviewProductGalleryService
  27. 27. 19 Article Topic Bio Ad Review Product Service Gallery
  28. 28. TitleAuthorTaglinePull quotePhotoDatelineSummaryPhotoBody 19 Article Topic Bio Ad Review Product Service Gallery
  29. 29. 20 Article Title Author Tagline Pull quote Photo Dateline SummaryPhoto Body
  30. 30. ‣ Describe services, products, etc. ‣ Identify reusable chunks 21
  31. 31. 22 $ $ $
  32. 32. 23
  33. 33. 24
  34. 34. 24
  35. 35. ‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages 25
  36. 36. 26
  37. 37. 26
  38. 38. 26 ? $
  39. 39. ‣ Describe services, products, etc. ‣ Identify reusable chunks 27
  40. 40. ‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages 27
  41. 41. ‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages ‣ Set clear business goals 27
  42. 42. What we used to call ‘the page’ has become a unit of business intent. 28 Michael Keara, @useradvocate
  43. 43. 29 Page An assembly of content that serves a specific goal
  44. 44. For example… 30
  45. 45. The Lark Cookbook Turning big ideas into small, reusable pieces 31
  46. 46. 33
  47. 47. 34 MediaMediaMediaPlate Recipe Step Ingredient Technique Media Season Varietal
  48. 48. 35
  49. 49. The NAMM Foundation Prioritizing critical messages and audiences 36
  50. 50. 37
  51. 51. Testimonial Article Audience Factoid 38 Project Award Resource Parents Teachers Donors
  52. 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. 53. The Tech Guy Organizing around user needs 40
  54. 54. 42 Episode Question Guest Story Station Topic
  55. 55. BBC “DataPics” Identifying new patterns in your content 44
  56. 56. 45
  57. 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. 58. Data Pic Title Text Image Icon 47
  59. 59. Data Pic Title Text Image Icon 47
  60. 60. Small, meaningful pieces 48
  61. 61. Small, meaningful pieces Think about those pieces
 before the pages 48
  62. 62. Isn’t this someone else’s job? 49
  63. 63. Isn’t this someone else’s job? 49
  64. 64. Are you in a small business (or team)? 50
  65. 65. Are you in a small business (or team)? You’re going to wear lots of hats. 50
  66. 66. Are you bringing in consultants? 51
  67. 67. Are you bringing in consultants? They’ll ask you these questions, too. 51
  68. 68. Are you “just” the webmaster? 52
  69. 69. Are you “just” the webmaster? Writers, developers, and designers 
 need the big picture, too. 52
  70. 70. Content is meaning
 and communication 53
  71. 71. Content is meaning
 and communication Plan the pieces
 before the pages 53
  72. 72. 54
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×