Content in the Age of Promiscuous Reuse

CONTENT IN THE AGEOF PROMISCUOUS REUSERachel Lovinger @rlovinger CS Forum 2012 Page 1 Photo by spakattacks

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

REUSE REQUIRES FLEXIBILITY

BLOBS are FIXED, RIGIDCHUNKS are FLEXIBLE

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

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

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

Boeing manuals: Incredibly challenging Now, the entire Internet is in everyone’s pocket Photos: Boeing by Darren Olivier, Pocket by lululemon athletica

Now we’re ALL responsible for structuring content. It CAN be done. (And it’s not just a tech issue.)

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

Structured content may feellike a brand new problem, but people have been thinking about it for a long time. Photo by Thomas Hawk

We’ve solved for these problems in the past.Now we have to simplify & scale the solutions.

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

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

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

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Content in the Age of Promiscuous Reuse

by Rachel Lovinger on Oct 25, 2012

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