More Related Content Similar to Content in the Age of Promiscuous Reuse (20) More from Rachel Lovinger (13) Content in the Age of Promiscuous Reuse1. CONTENT IN THE AGE
OF PROMISCUOUS REUSE
Rachel Lovinger @rlovinger CS Forum 2012
Page 1 Photo by spakattacks
2. About Me: Rachel Lovinger
Experience Director, Content Strategist
Razorfish, New York
Co-editor of content strategy blog
scatter/gather:
http://scattergather.razorfish.com
Author 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. A Story of Reuse
New York City Subway
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5. Page 5 © 2012 Photo by jaimekop
9. A Story of Structure
Chunks vs. Blobs
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11. Blob: A Blog Post
Title
Author Date
Content Blob
Tags
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12. Chunks: A Recipe
Title
Author
Show Episode
Tags
Time
Image
Yield
Caption Level
Ingredient 1
Ingredient 2
Ingredient 3
Guide /
Etc… Menu
Directions
Page 12 © 2012 Recipe © Food Network
16. A Story of Evolution
The need for STRUCTURE
follows the rise of REUSE
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17. Support Documentation
Technical 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
Docs
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19. Boeing: Change Management
31 million pages : Imagine distributing printed updates.
1999: CDs took up
considerably less space
Docs
- 20 years
Page 19 © 2012 Photo by Boeing
20. Web Publishing
Editors & Template/CMS developers
When redesigning a site we thought about:
• Reusing articles & photos throughout the site
• Distributing content to sister sites
• Syndication to partner channels
This 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 years
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22. Responsive Design
Mobile 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+
Now
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28. Boeing manuals:
Incredibly
challenging
Now, the entire
Internet is in
everyone’s pocket
Photos: Boeing by Darren Olivier, Pocket by lululemon athletica
29. Now we’re ALL responsible
for structuring content.
It CAN be done.
(And it’s not just a tech issue.)
30. A Story of Tactics
Ok, But How?
Page 30 © 2012 Photo by avinashkunnath
31. Why content people need to get involved
People who aren’t thinking about the broader meaning, purpose
and uses of the content, are more likely to create:
• Single-use, single-context content
• Painful CMS interfaces
• Unsustainable workflows
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33. Content Management
Separate the content from the display by using a CMS
Warning: WYSIWYG formatting fails to indicate meaningful structure
Page 33 © 2012 Image courtesy of Miva Merchant
36. Web Standards
Use existing standards so content plays well with others
… Etc.
“The great thing about standards is,
there are so many to choose from”
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39. Structured content may feel
like a brand new problem, but
people have been thinking
about it for a long time.
Photo by Thomas Hawk
40. Recap: Tactics for Structured Content
1. Content Management
2. Responsive Design
3. Content Modelling
4. Web Standards
5. Rich Metadata
6. As always: need more user-friendly tools!
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41. We’ve solved for these
problems in the past.
Now we have to simplify &
scale the solutions.
42. A Story of Knowledge
Where to Learn More
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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 Taxonomist
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44. Online Resources
Start 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 Everywhere
Then, since there are way too many to list…
• Additional Links: http://blog.rachellovinger.com/resources
• And: @rlovinger
Next…
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45. People to Follow
At 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)
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46. Thanks !
rachel.lovinger@razorfish.com
@rlovinger
Page 46 © 2012 Photo by EricGjerde