How to future proof your business content-cms expo 2013


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How to future proof your business content-cms expo 2013

  1. 1. How to Future-Proof Your Business Contentby Sarah BeckleyCMS Expo 2013
  2. 2. Agenda• About• Timey-wimey content• Building “future” content• Resources2
  3. 3. Senior Content Strategist,Razorfish, Chicago7 years in Content Strategy10+ years tech/web writingSpecializes in financial services, contextual help, onlineapplications, content matrix developmentClient projects include work for HSBC, Allstate, Citadel, STARFinancial Network, and the Options Industry Council@sarahbeckleySarah.Beckley@razorfish.com3About Sarah Beckley
  4. 4. Razorfish3rd largest US digital agency2 years running on Ad Age’sAgency A-List300+ staff in Chicago2,500+ staff worldwideOwned by PublicisOne of Forbes’ Top 100 Global AdAgencies That Know Social Mediaand Google
  5. 5. Timey-wimey content
  6. 6. “The 19th century was defined by thenovel. The 20th by the cinema. The21st will be defined by the interface.”- Lev Manovich
  7. 7. Interfaces are gaining and changing• 50 million people own tablets in the US.• Mobile use will exceed desktop use next year.• 133.7 million people in the U.S. owned smartphones(57% mobile market penetration) during the threemonths ending in February 2013, up 8 percentsince November.• Sources: comScore MobiLens & TabLens, U.S., 2003-2012,, ComScore7
  8. 8. Books are dead8
  9. 9. Home pages are dead
  10. 10. Scrolling is in10
  11. 11. Curating is stealing your content• Instapaper• Readability• Pocket• Pinterest11
  12. 12. Visualize your content’s future12
  13. 13. The future is changeYou never change things by fighting the existingreality. To change something, build a new modelthat makes the exiting model obsolete.- Richard Buckminster Fuller13
  14. 14. What is the new model for content?Human-consumable, contextualized data—aka the stuffbetween the tags. - Rahel BailieNot limited to one purpose, technology or output.Intelligent content is structurally rich and semanticallyaware, and is therefore discoverable, reusable,reconfigurable and adaptable.- Ann RockleyAll content is marketing content- Bailie and Urbina14
  15. 15. Current trends: Responsive or Adaptive• Responsive: content moves to fit the deviceparameters; client-side adjusts pagesas a whole.• Adaptive: content-centric experience; server-side pushes appropriate content elementsbased on device type and features.15Source:
  16. 16. What is future-proof content?AdaptiveAccessibleAgileFindableNimbleAgnosticSemantically linked16
  17. 17. How do we build for change?
  18. 18. The future’s stepping stones• Strategy• Standards• Structure• Schema• Reuse• Re-size• Socialize18
  19. 19. StrategyThe goal of content strategy is to use "…wordsand data to create unambiguous content thatsupports meaningful, interactive experiences.”- “Content Strategy: The Philosophy of Data,” Rachel Lovinger19
  20. 20. BBC’s strategy: Never miss a moment20 Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing,
  21. 21. Novel = Vlog + Twitter + Tumblr21
  22. 22. Serial = Mobile app + UGC w/a twist
  23. 23. Standards• Content guidelines• Governance board• Editor in chief• Document everything• Clearly defined roles23Image source:
  24. 24. Microsoft’s model24
  25. 25. Structured content from way back• XML was made officialin1997• Managing EnterpriseContent 1st editionpublished in 2002• Enterprise contentmanagement becametrendy in 200625
  26. 26. Powers future content• NPR famous for their content API• They are the ones to “beat”• Anil Dash and MindTouch both recommendbuilding an API first, UI second26
  27. 27. Semantics are waiting for you• XML-Extensible Markup Language• HTML5-Hypertext Markup language• Microformats-Open data based on HTML5• RDF-Resource Description Framework• OWL-Web Ontology Language• DITA-Darwin Information Type Architecture• JSON-JavaScript Object Notation27
  28. 28. Pattern recognition is coming28
  29. 29. Schemas map the future• Content models• Metadata schema• Tagging strategy• Content ecosystems• Assign content typebehaviors• Map content elementsbetween contenttypes29
  30. 30. Metadata resources• Organization’s own content• Controlled vocabulary• Open vocabulary• Industry standards–– Dublin Core– Etc.• Social– FOAF- Friend of a Friend (describes people and their connections)– SIOC- Semantically-linked Online Communities• Video– MPEG-7- Moving Pictures Expert Group– Media RSS- custom RSS for media-specific info30
  31. 31. Reuse: Content is Precious“You can’t afford to create a piece of content for anyone platform. Instead of crafting a website, you haveto put more effort into crafting the different bits ofan asset, so they can be reused more effectively, sothey can deliver more value.”- Nic Newman, BBC (via Karen McGrane)31
  32. 32. Build with gems32Hubert Duprat, artist, interviewed by
  33. 33. Re-size: Small but effective
  34. 34. Microformats and chunking
  35. 35. Socialize: Drive the bus35
  36. 36. Old-fashioned talking paves the way• Change management best practices• Marketing to the marketers• User testing/focus groups• Town halls• Communication plans36
  37. 37. Recap• Strategy• Standards• Structure• Schema• Reuse• Re-size• Socialize37
  38. 38. Recommended reading“Nimble” by Razorfish/Rachel Lovinger“Contents May have Shifted” by Erin Kissane (Contents magazine)“Mobile Content Strategy and Why Should I Care?” Karolina SzczurManaging Enterprise Content by Ann Rockley and Charles CooperContent Strategy for Mobile by Karen McGraneContent Everywhere by Sara Wachter-BoettcherContent Strategy: Connecting the dots between business, brand, and benefitsby Rahel Anne Bailie and Noz UrbinaMobile First by Luke Wroblewski38
  39. 39. Questions?
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