Adapting ourselves to adaptive content

ADAPTING OURSELVES TO ADAPTIVE CONTENT MobX @karenmcgrane

“ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one. —Ethan Marcotte Responsive Web Design

“ You can’t afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value. —Nic Newman, BBC Nimble Report, http://nimble.razorfish.com

We’re about to usher in a golden age of PDFs on the iPad. Paul Ford, @ftrain

“ Existing art and production staffers from the print side would be responsible for making two iPad layouts (one in portrait and one in landscape) on Adobe’s platform. —Condé Nast Is Experiencing Technical Difficulties http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all

All I see is an entire organization screaming, “WE WANT IT TO BE THE EIGHTIES GODDAMMIT.” Condé Nast Is Experiencing Technical Difficulties

COPE: Create Once, Publish Everywhere

C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 14

NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content

NPR.ORG PLAYER NPR Digital Media Examples of COPE

NPR NEWS iPHONE APP

NPR MOBILE WEB SITE

NPR ADDICT IPHONE APP Produced by a public user, based entirely on the NPR API

NPR ON THE PUBLIC RADIO PLAYER

NPR ON WBUR

NPR ON MPR

NPR ON iGOOGLE

NPR IN iTUNES

NPR’S CMS

NPR’S API

BUSINESS VALUE?

31,000 2010 IPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775 Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.

NPR PAGE VIEWS 88M 43M

“ Over the last year, NPR’s total page view growth has increased by more than 80%. How did we get that much growth? Our API. —Zach Brand, Senior Director Technology, NPR

“ The biggest impact that the API has made, however, is with our mobile strategy. The API has enabled NPR product owners to build specialized apps on a wide range of platforms and devices, liberating them from being dependent on custom development to access the content. Through this process, we built our iPhone and iPad apps, mobile sites, Android app and HTML5 site, some of which were turned around in a matter of weeks!

THE FUTURE OF MOBILE IS STRUCTURED CONTENT

MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET

REUSABLE CONTENT STORE

THE PRIMACY OF PRINT

Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman

MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET

MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET

MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET

MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET

“ Traditional publishing and content management systems bind content to display and delivery mechanisms, which forces a recycling approach for multi-platform publishing. —Dan Willis http://dswillis.com/uxcrank/?p=378

“ A semantic content publishing system creates well-defined chunks of content that can be combined in whatever way is most appropriate for a particular platform. All display issues are addressed by delivery applications, rather than by a content management system earlier in the process. http://dswillis.com/uxcrank/?p=378

WHAT DO WE NEED TO GET THERE?

WRITE FOR THE CHUNK, NOT FOR THE PAGE DEMYSTIFY METADATA BETTER CMS WORKFLOW

TRUNCATION IS NOT A CONTENT STRATEGY

BLOBS vs. CHUNKS

DEMYSTIFYING METADATA

METADATA PROGRAMMATICALLY BUILDS PAGES

Metadata is the new art direction. Ethan Resnick, @studip101

METADATA HELPS PRIORITIZE CONTENT

BETTER CMS WORKFLOW

Content admins hate all the fields. But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental 58

CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT

“ Beautiful software, even for back-end users, is becoming an expectation. We’re moving in this direction because we now understand that better content management systems foster better content. —Matt Thompson http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/

USE MOBILE AS A WEDGE.

The more structure you put into content the freer it will become. Rachel Lovinger, @rlovinger

SEPARATION OF CONTENT FROM DISPLAY. (FOR REAL THIS TIME.)

The future of content management systems is in their ability to capture the content in a clean, presentation-independent way. Daniel Jacobson, NPR

DESIGN WITH AND FOR STRUCTURED CONTENT.

I’ve never seen anyone regret having flexibility in how they deploy content. Jeff Eaton, @eaton

DANKE! THANKS! @karenmcgrane karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149

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