CONTENT IN THE AGEOF PROMISCUOUS REUSERachel Lovinger @rlovinger CS Forum 2012  Page 1                                   P...
About Me: Rachel LovingerExperience Director, Content Strategist Razorfish, New YorkCo-editor of content strategy blog sca...
A Story of Reuse         New York City SubwayPage 3    © 2012
Page 4   © 2012
Page 5   © 2012   Photo by jaimekop
Route Change: This map is not in useName of Station has changedPage 6   © 2012
Page 7   © 2012
REUSE REQUIRES  FLEXIBILITY
A Story of Structure         Chunks vs. BlobsPage 9    © 2012
Blob: A Tweet                 Author                    Content Blob                  DatePage 10 © 2012
Blob: A Blog Post                                 Title                    Author    Date                             Cont...
Chunks: A Recipe                                                  Title                                           Author  ...
Recipe: From Web to MobilePage 13 © 2012
Someday, Intelligent Cooktops                                Google Cooktop designed by Sarah R. L. Johnson,Page 14 © 2012...
BLOBS are FIXED, RIGIDCHUNKS are FLEXIBLE
A Story of Evolution      The need for STRUCTURE      follows the rise of REUSEPage 16 © 2012
Support DocumentationTechnical Communications• Since before the Web• Help content and manuals, for print and digital• Stru...
Boeing: Change ManagementPage 18 © 2012              Photo by Darren Olivier
Boeing: Change Management            31 million pages : Imagine distributing printed updates.                             ...
Web PublishingEditors & Template/CMS developersWhen redesigning a site we thought about:• Reusing articles & photos throug...
EW.com: SyndicationPage 21 © 2012
Responsive DesignMobile Web/App Designers• We’re now looking at everything on the phone• Pages & content created for the d...
Mobile: UbiquityPage 23 © 2012     Fail Images from MobileWebFail
Mobile: UbiquityPage 24 © 2012
Reading on tabletsPage 25 © 2012       Photo by TheCreativePenn
Streaming to TVsPage 26 © 2012     Photo by Dennis S. Hurd
Broadcasting to our own carsPhoto by HighTechDad    Page 27 © 2012
Boeing manuals:   Incredibly  challenging        Now, the entire         Internet is in       everyone’s pocket           ...
Now we’re ALL responsible for structuring content.       It CAN be done. (And it’s not just a tech issue.)
A Story of Tactics      Ok, But How?Page 30 © 2012             Photo by avinashkunnath
Why content people need to get involvedPeople who aren’t thinking about the broader meaning, purposeand uses of the conten...
We need• Flexible, reusable content• Easy-to-use tools and processesPage 32 © 2012
Content ManagementSeparate the content from the display by using a CMS           Warning: WYSIWYG formatting fails to indi...
Responsive DesignPresentation layer defines display, per channel or devicePage 34 © 2012                                  ...
Content ModellingTranslate designs into flexible content chunks                          Artist                          P...
Web StandardsUse existing standards so content plays well with others                                                   … ...
Rich MetadataHelp systems understand what to do with the chunksPage 37 © 2012                                       Image ...
User-friendly ToolsDemand easy-to-use tools with advanced features          Example: Drupal 7 supports web standards & ric...
Structured content may feellike a brand new problem, but  people have been thinking    about it for a long time.          ...
Recap: Tactics for Structured Content1. Content Management2. Responsive Design3. Content Modelling4. Web Standards5. Rich ...
We’ve solved for these  problems in the past.Now we have to simplify &  scale the solutions.
A Story of Knowledge      Where to Learn MorePage 42 © 2012
Karen McGrane                 Rahel Bailie & Noz Urbina          Sara Wachter-Boettcher     Content Strategy for Mobile   ...
Online ResourcesStart here:• My SlideShare page: http://www.slideshare.net/rlovinger/• Nimble: A Rasorfish Report on Publi...
People to FollowAt the intersection of Content Strategy, Responsive Design,Structured Content, and the Future-Friendly Web...
Thanks !             rachel.lovinger@razorfish.com                       @rlovingerPage 46 © 2012                         ...
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Content in the Age of Promiscuous Reuse

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Everyone's talking about responsive design, and how you need structured content in order to make it happen. But what does "structured content" really mean, and how do you make it happen?
A presentation given on 25 October 2012, at Content Strategy Forum 2012 in Cape Town, South Africa.

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Content in the Age of Promiscuous Reuse

  1. 1. CONTENT IN THE AGEOF PROMISCUOUS REUSERachel Lovinger @rlovinger CS Forum 2012 Page 1 Photo by spakattacks
  2. 2. About Me: Rachel LovingerExperience Director, Content Strategist Razorfish, New YorkCo-editor of content strategy blog scatter/gather: http://scattergather.razorfish.comAuthor of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter)Page 2 © 2012 Photo by Rohanna Mertens
  3. 3. A Story of Reuse New York City SubwayPage 3 © 2012
  4. 4. Page 4 © 2012
  5. 5. Page 5 © 2012 Photo by jaimekop
  6. 6. Route Change: This map is not in useName of Station has changedPage 6 © 2012
  7. 7. Page 7 © 2012
  8. 8. REUSE REQUIRES FLEXIBILITY
  9. 9. A Story of Structure Chunks vs. BlobsPage 9 © 2012
  10. 10. Blob: A Tweet Author Content Blob DatePage 10 © 2012
  11. 11. Blob: A Blog Post Title Author Date Content Blob TagsPage 11 © 2012
  12. 12. Chunks: A Recipe Title Author Show Episode Tags Time Image Yield Caption Level Ingredient 1 Ingredient 2 Ingredient 3 Guide / Etc… Menu DirectionsPage 12 © 2012 Recipe © Food Network
  13. 13. Recipe: From Web to MobilePage 13 © 2012
  14. 14. Someday, Intelligent Cooktops Google Cooktop designed by Sarah R. L. Johnson,Page 14 © 2012 Screenshot from A Day Made of Glass… by Corning
  15. 15. BLOBS are FIXED, RIGIDCHUNKS are FLEXIBLE
  16. 16. A Story of Evolution The need for STRUCTURE follows the rise of REUSEPage 16 © 2012
  17. 17. Support DocumentationTechnical Communications• Since before the Web• Help content and manuals, for print and digital• Structured content delivered as print docs or hypertext files• Provides topic-based just-in-time content• Change Management: updates & translation DocsPage 17 © 2012
  18. 18. Boeing: Change ManagementPage 18 © 2012 Photo by Darren Olivier
  19. 19. Boeing: Change Management 31 million pages : Imagine distributing printed updates. 1999: CDs took up considerably less space Docs - 20 yearsPage 19 © 2012 Photo by Boeing
  20. 20. Web PublishingEditors & Template/CMS developersWhen redesigning a site we thought about:• Reusing articles & photos throughout the site• Distributing content to sister sites• Syndication to partner channelsThis required the content to be flexible.[This was largely pre-social & pre-mobile. Now we’d also consider:• Sharing on social sites and content aggregators• Appearance of content on mobile devices ] Docs Web - 10 yearsPage 20 © 2012
  21. 21. EW.com: SyndicationPage 21 © 2012
  22. 22. Responsive DesignMobile Web/App Designers• We’re now looking at everything on the phone• Pages & content created for the desktop don’t always work well on mobile• Content creators don’t want to produce a different set of assets for each channel Docs Web Mobile+ NowPage 22 © 2012
  23. 23. Mobile: UbiquityPage 23 © 2012 Fail Images from MobileWebFail
  24. 24. Mobile: UbiquityPage 24 © 2012
  25. 25. Reading on tabletsPage 25 © 2012 Photo by TheCreativePenn
  26. 26. Streaming to TVsPage 26 © 2012 Photo by Dennis S. Hurd
  27. 27. Broadcasting to our own carsPhoto by HighTechDad Page 27 © 2012
  28. 28. Boeing manuals: Incredibly challenging Now, the entire Internet is in everyone’s pocket Photos: Boeing by Darren Olivier, Pocket by lululemon athletica
  29. 29. Now we’re ALL responsible for structuring content. It CAN be done. (And it’s not just a tech issue.)
  30. 30. A Story of Tactics Ok, But How?Page 30 © 2012 Photo by avinashkunnath
  31. 31. Why content people need to get involvedPeople who aren’t thinking about the broader meaning, purposeand uses of the content, are more likely to create:• Single-use, single-context content• Painful CMS interfaces• Unsustainable workflowsPage 31 © 2012
  32. 32. We need• Flexible, reusable content• Easy-to-use tools and processesPage 32 © 2012
  33. 33. Content ManagementSeparate the content from the display by using a CMS Warning: WYSIWYG formatting fails to indicate meaningful structurePage 33 © 2012 Image courtesy of Miva Merchant
  34. 34. Responsive DesignPresentation layer defines display, per channel or devicePage 34 © 2012 Photo by jiraisurfer
  35. 35. Content ModellingTranslate designs into flexible content chunks Artist Profile Chart Song Album Page Content Types Content AttributesPage 35 © 2012
  36. 36. Web StandardsUse existing standards so content plays well with others … Etc. “The great thing about standards is, there are so many to choose from”Page 36 © 2012
  37. 37. Rich MetadataHelp systems understand what to do with the chunksPage 37 © 2012 Image courtesy of Wall Street Journal
  38. 38. User-friendly ToolsDemand easy-to-use tools with advanced features Example: Drupal 7 supports web standards & rich metadataPage 38 © 2012
  39. 39. Structured content may feellike a brand new problem, but people have been thinking about it for a long time. Photo by Thomas Hawk
  40. 40. Recap: Tactics for Structured Content1. Content Management2. Responsive Design3. Content Modelling4. Web Standards5. Rich Metadata6. As always: need more user-friendly tools!Page 40 © 2012
  41. 41. We’ve solved for these problems in the past.Now we have to simplify & scale the solutions.
  42. 42. A Story of Knowledge Where to Learn MorePage 42 © 2012
  43. 43. Karen McGrane Rahel Bailie & Noz Urbina Sara Wachter-Boettcher Content Strategy for Mobile Content Strategy for Decision Makers Content Everywhere Bob Boiko Ann Rockley & Charles Cooper Heather Hedden Content Management Bible Managing Enterprise Content The Accidental TaxonomistPage 43 © 2012
  44. 44. Online ResourcesStart here:• My SlideShare page: http://www.slideshare.net/rlovinger/• Nimble: A Rasorfish Report on Publishing in the Digital Age• Stephen Hay: Structured Content First• Daniel Jacobson, NPR: COPE: Create Once, Publish EverywhereThen, since there are way too many to list…• Additional Links: http://blog.rachellovinger.com/resources• And: @rlovingerNext…Page 44 © 2012
  45. 45. People to FollowAt the intersection of Content Strategy, Responsive Design,Structured Content, and the Future-Friendly Web.• Cleve Gibbon (@cleveg : slideshare : blog)• Karen McGrane (@karenmcgrane : slideshare : blog)• Rahel Anne Bailie (@rahelab : slideshare : blog)• Sara Wachter-Boettcher (@sara_ann_marie : slideshare : blog)• Noz Urbina (@nozurbina : slideshare : blog)• Cennydd Bowles (@Cennydd : blog)• Luke Wroblewski (@lukew : slideshare : blog)• Ethan Marcotte (@beep : blog)• Brad Frost (@brad_frost : slideshare : blog)Page 45 © 2012
  46. 46. Thanks ! rachel.lovinger@razorfish.com @rlovingerPage 46 © 2012 Photo by EricGjerde
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