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How Chunky Do You Need To Be?: Adaptive Content Strategies For The Real World


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Okay, we get it. No more blobs. Make things chunky. Separate content from code.

But this is easier said than done.

Most content professionals work with small budgets or cope with big bureaucracies. We can't move forward on ideals alone. We need practical approaches (and dare we say, compromises) for implementing adaptive content in our day-to-day jobs. Instead of discussing in vain how to build perfect solutions, let's look closely at real-world case studies of people who have made tough calls and tradeoffs to move toward adaptive content in ways that solved actual problems.

Adaptive content requires a cultural shift in thinking, and along the way, we need to be able to allow ourselves some tradeoffs. Many situations today cannot realistically support, or even require, the chunkiest solution possible. When could a little WYSIWYG sometimes be a good thing? Is it heresy to allow the errant blob into your content management system for a special use case? As we defend the purity of content, it's also our responsibility as strategists to empower content creators to do their jobs well. Sure, the larger theory is exciting to think about, we'd like to talk more about the things we can actually start doing when we arrive to work the next morning.

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How Chunky Do You Need To Be?: Adaptive Content Strategies For The Real World

  1. 1. How Chunky Do 
 You Need To Be? AKA, There’s No Perfect Way To Do Adaptive Content, So Let’s All Stop Beating Ourselves Up About Not Implementing Our Site Like NPR Did.
  2. 2. SUBTXT 
 Tosca Fasso Content Strategy
 Christopher Ward Digital Strategy 
 & UX Hello!
  3. 3. We’re CMS dorks.
  4. 4. Joy! At the conference.
  5. 5. Score! Adaptive Content. Image  from  Adap%ng  Ourselves  to  Adap%ve  Content  by  Karen  McGrane  (Slide  44)  
  6. 6. Make Chunks, not Blobs! HEADER M E T A D A T A HEADER SUBHEADER <div><div> EXCERPT IMAGE COPY <span>EVERYTHIN G GOES HERE </ span> </div></div>
  7. 7. Next week, at work.
  8. 8. One does not simply separate their content from code.
  9. 9. Not all code is created equal.
  10. 10. Let’s talk about tags, baby.
  11. 11. <p> <div> Syntax Style
  12. 12. <p> <div> Syntax Style
  13. 13. <p> <div> Syntax Style
  14. 14. Gray Area <p> <i><strong><br> <div> <font> <h1> <img> Syntax Style
  15. 15. WHAT LEVEL OF CHUNKY… …gives creators control of syntax? …keeps content adaptive enough?
  16. 16. Ok, so how in the f### do I use this at work?
  17. 17. Case Study 1 How To Keep Content Adaptive Enough.
  18. 18. What’s a Lullabot?
  19. 19. What they did.
  20. 20. 1. Groups, not pages. From  Lullabot  
  21. 21. 2. Importance, not appearance. From  Lullabot  
  22. 22. 3. Shortcodes, not code-codes. From  Lullabot  
  23. 23. 3. Shortcodes, not code-codes. We  wish  we’d  done  a  spread  for  Radiohead,  but  these  SUBTXT  comps  for  illustraHon  only   Radiohead Rains Down on Austin City Limits The  progressive  rock  icons  drew   almost  exclusively  from  their  last   three  albums:  The  King  of  Limbs,   Radiohead Rains Down on Austin City Limits
  24. 24. 4. Content editing, not design. From  Lullabot  
  25. 25. 5. Allow some blobs.
  26. 26. Use Your CMS To Create Guardrails, Not Rules.
  27. 27.!
 A Truly Adaptive CMS
 1. Content Sets, Not Pages.
 2. Dynamic Content Delivery.
 3. Feed Into Existing CMS.
  28. 28. Case Study 2 How To Be An Adaptive Ambassador. Way to design like it’s 1999.
  29. 29. SUBTXT The client request: 
 “Fix all the random content overlaps and differences across our many websites.”
  30. 30. Yes, it seemed like the worst project.
  31. 31. Multiple sites with some shared content.
  32. 32. Dry, overlong copy.
  33. 33. A team who had never heard of adaptive content.
  34. 34. But it was the perfect storm. An unsexy silo wanting to make a splash. A developer team ready for a challenge. An innovative stakeholder.
  35. 35. Adaptive content often starts with convincing stakeholders.
  36. 36. 1. Educate teams. “You can’t excite people if they don’t know what you’re talking about.”
  37. 37. 2. Excite ambitious people. “Who doesn’t want to do portfolio-worthy work?”
  38. 38. 3. Use data to convince. “How many users are you alienating by not offering the best mobile content?”
  39. 39. Think Big, Start Small. Find a leader who lives for innovation
 Find a department who 
 doesn’t get any attention
 Find a executive sponsor, offer to help them do something bold
  40. 40. Three Chunky Conclusions 1. Separate syntax from style, not content from code.
 2. Create guardrails, not rules.
 3. Think big, start small. 

  41. 41. How Chunky Do 
 You Need To Be?
  42. 42. How Chunky Do 
 You Need To Be?
  43. 43. How Chunky Do 
 You Need To Be?
  44. 44. How Chunky Do 
 You Need To Be?
  45. 45. Get Started!
  46. 46. SUBTXT.US Thank You. Contact
 ACMS Examples 
 Link to Slides
 Kit (DSC), iAPPS, Lullabot