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Content Strategy for Mobile: The Workshop

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Content Strategy for Mobile: The Workshop

  1. CONTENT STRATEGYFOR MOBILE@karenmcgrane
  2. Could have done with less discussion oncontent strategy.
  3. WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  4. FOUR MOBILE TRUTHS
  5. 1.CONTENT MATTERS ON MOBILE.
  6. 2.STRIVE FOR CONTENT PARITY.
  7. 3.IT’S NOT A STRATEGY IF YOUCAN’T MAINTAIN IT.
  8. 4.YOU DON’T GET TO DECIDEWHICH DEVICE PEOPLE USE.THEY DO.
  9. No one will ever need to do that on mobile.
  10. ADVERTISER PLACES ITS URLIN A TV SPOT 86% say they use their smartphone while watching 79% of large television advertisers do not have a mobile siteSource: Nielsen, Google
  11. Pepsi’s annualmarketing budget is$1.7 BILLION USD
  12. RESTAURANT WEBSITE BUILTENTIRELY USING FLASH 30% of searches for restaurants come from mobileSource: Google
  13. RETAILER REALIZES THAT PEOPLEUSE THEIR MOBILES IN-STORE 66% say 33% say they they use their use their Only 37% of phones to smartphone retailers have a “pre-shop” while in-store mobile website storesSource: Google
  14. FINANCIAL SERVICES FIRMSBALANCE TRANSACTIONSAND INFORMATION 15% of searches for finance and insurance content are mobileSource: Google
  15. “If your organization’s information is notavailable on a small screen, it’s notavailable at all to people who rely ontheir mobile phones for access. That’slikely to be young people, people withlower household incomes, and recentimmigrants—arguably important targetaudiences for public health messages. —Pew Research
  16. UNIVERSITY WANTS TO REACHPROSPECTIVE STUDENTS 62% of people 42% of them 18–24 have a say they rarely smartphone use the desktop web.Source: Nielsen, Pew
  17. GOVERNMENT MUST PROVIDEACCESS TO ALL 60% with income Low below $25,000 income have no smartphone Internet access penetration at home jumped from 20% to 35%Source: Nielsen, Pew in 2011
  18. By 2015, more Americans will accessthe internet through mobile devicesthan through desktop computers.Source: IDC
  19. No one willalready wantsSomebody ever need to do that on mobile. to do that on mobile.
  20. Mobile should be the “lite” version.
  21. Build a separate mobile site ✘Cut features and content notcore to the mobile use case ✘Auto-redirect searches to yourmobile site ✘Send users who need moreinfo to the desktop site ✘
  22. SCREEN SIZE IS NOT CONTEXT
  23. THE LONG TAIL OF CONTENT The last 20 or so pages still drive more than 1000 page viewsSource: Hubspot.com
  24. BEWARE PERSONALIZEDINTERFACEShttp://blogs.msdn.com/b/jensenh/archive/2006/03/31/565877.aspx
  25. united club membership
  26. SEPARATE MOBILE SITESBREAK SEARCHhttp://xkcd.com/869/
  27. SEPARATE MOBILE SITESBREAK SOCIAL
  28. A LINK TO THE FULL DESKTOPWEBSITE IS A TERRIBLE USEREXPERIENCE.
  29. Mobile should offer anMobileequivalent experience. should be the “lite” version.
  30. Our current publishing process will support mobile.
  31. Web Mobile
  32. MOBILE IS A FILTER,NOT A FORK
  33. 78% of businesses plan to deploy 47% want tablets by tools for their 2013 sales forceSource: Model Metrics
  34. NO FORKING WAY
  35. Our current publishing processOur editorial process, workflow, and will support mobile. governance will need to change.
  36. DISCUSSIONCONVINCE YOUR CEOImagine you have a meeting with your chief executiveor main client stakeholder to convince him or her thatyou need a more robust mobile content strategy._What are the barriers that are preventing you from getting your content on mobile?_What are your 3–5 main talking points? How will you persuade your executives you need to do this?
  37. WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  38. ADAPTIVE CONTENTWhat is it, and why would I want it?
  39. “Fragmenting our content acrossdifferent “device-optimized”experiences is a losing proposition,or at least an unsustainable one. —Ethan Marcotte Responsive Web Design
  40. “You can’t afford to create a piece ofcontent for any one platform.Instead of crafting a website, youhave to put more effort into craftingthe description of the different bitsof an asset, so they can be reusedmore effectively, so they can delivermore value. —Nic Newman, BBC
  41. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENTMICROSITES PRINT BLOGS EMAIL INTRANET
  42. REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  43. MULTIPLE VERSIONSALTERNATIVE FALLBACKS
  44. REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  45. CHUNKS, NOT BLOBS
  46. REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  47. Their current website’s landing pageis 1.5MB of tangled HTML, inline styles, Flash presentations, enormous slideshows, and deeply nested weird <div>s. @lyzadanger
  48. REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  49. Metadata is a love note to the future. Jason Scott, @textfiles
  50. REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENTCONTENTMEANINGFUL METADATAUSABLE CMS
  51. Content admins hate all the fields.But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental
  52. Most CMSs were designed to providean interface to a data model rather than a user experience that helps content creators complete their tasks. Jeff Eaton, @eaton
  53. TASKS ARE MORE IMPORTANTTHAN THE DATA MODEL.
  54. “The happier people are,the better their content will be,the more content they’ll produce. —Patrick Cooper, NPR
  55. “Beautiful software, even for back-endusers, is becoming an expectation.We’re moving in this directionbecause we now understand thatbetter content management systemsfoster better content. —Matt Thompson
  56. EXERCISESTATE OF THE MOBILE WEBCompare and contrast the a mobile website with thedesktop website. (Don’t look at apps, just the mobileweb.)_How much content is offered on the mobile website compared to the desktop site?_Is the architecture and navigation the same or different?_Is the branding and messaging the same or different?_How do you imagine this is managed in the CMS?
  57. MOBILE CONTENT STRATEGYPROCESSWhat do you need to do?
  58. WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  59. Paypal Business NavPaypal Payments StandardAccept credit cards wherever _Choosing which content to includeyou do business.Get everything you need to accept credit cards fromyour customers. Online sales, invoicing, in-person and excludepayments… this solution securely handles them all. Get Started _Using headings as navigation labels Call: 1-888-818-3922 _Truncating body copy for summaries Watch a DemoAccept credit cards and PayPal on your _Resizing imageswebsite. (formerly Website PaymentsStandard)Start selling on your website with our secure paymentbuttons. You can set up your button in about 1... _Ensuring appropriate file formatsSwipe credit cards with your free cardreader.PayPal Here is a simple way to accept credit and _Presenting appropriate next stepsdebit cards, PayPal and even checks—anywhereyou...Email your invoices for faster payment.Use your computer, smartphone or tablet to emailprofessional looking invoices to your customers. Ad...Access your money quickly.When the order is complete, the money usuallyshows up in your PayPal account in a few minutes.From...Keep your costs down.Do right by your customers.Keep up with your payments. 88
  60. INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  61. TYPICAL CONTENT INVENTORYInventories typically look at pages:_Page title, including the main title and what appears in the meta <title> tag_Content type or CMS template_Page URL_Content owner and/or person who last updated the page_Date the page was created and/or last updated_Keywords that describe the page_Page rank or number of visits
  62. Section Page Name Page Template URL Owner Last Update Keywords Page Rank Notes 0.0 Home Homepage Homepage 4/17/2012 1.0 Our Products Our Products Landing Page Landing page 6/18/2011 1.1 Our Products Acme Cage Mousetrap Product page 6/18/2011 All product pages contain description, image and specs 1.2 Our Products Acme Snap Mousetrap Product page 6/18/2011 1.3 Our Products Acme Glue Mousetrap Product page 6/18/2011 1.4 Our Products Acme Mouse Poison Product page 6/18/2011 1.5 Our Products Acme Live-Catch Mousetrap Product page 6/18/2011 1.6 Our Products Acme Bucket Trap Product page 6/18/2011 2.0 Our Services Our Services Landing Page Landing page 2.1 Our Services In-home Consultation Landing page2.2.0 Our Services Rodent Control Services Landing page2.2.1 Our Services Trap Setting and Removal Article Page2.2.2 Our Services Rodenticide Sprays Article Page2.2.3 Our Services Mouse Contraceptives Article Page2.2.4 Our Services Varmint Hunting Article Page2.2.5 Our Services Cat Rental Article Page 2.3 Our Services Request a Brochure Form Sends to Excel 3.0 News and Insights News and Insights Landing Editorially controlled page 4/17/2012 Page3.1.0 News and Insights Pest Control Perspectives Listing Page 4/17/20123.1.1 News and Insights New Developments in Individual Whitepaper 4/1/2012 Possum Monitoring3.1.2 News and Insights Improving Pest Management Individual Whitepaper 3/1/2012 and Reducing Pesticide Risks in Schools and Parks3.1.3 News and Insights Is Pest Control for the Birds? Individual Whitepaper 2/1/20123.1.4 News and Insights Selling a Cheaper Individual Whitepaper 11/1/2011 Mousetrap: Entry and Competition in the Retail Sector3.1.5 News and Insights Mouse control: Are Individual Whitepaper 10/1/2007
  63. CONTENT INVENTORY FOR MOBILEMobile requires looking at chunks and page elements:_Character or word count for headlines, subheads, and page summaries_Character or word count for body copy_Image dimensions or standard crop ratios or cut sizes_Common modules reused across pages (for example, in the right column) which may need to be handled differently on mobile screens_Content format, especially .pdf, .doc, .ppt, or other document formats that won’t condense well on mobile screens_Use of Flash or any other technology that just won’t work on a mobile device
  64. CONTENT INVENTORY IN THE CMSMobile requires understanding how content is stored in theCMS:_Are content objects stored as blobs with embedded formatting?_Are content objects chunked out into appropriately fielded entries?_Are the content chunks at the right level of granularity for mobile?_Does the CMS have the capability of targeting content at the field or component level?
  65. EXERCISECONTENT INVENTORYSelect a reasonably complex page (or set of pages)from PayPal or another site we’ve looked at._Document what you can about each page. How would you get access to the information you can’t find just by looking at the page?_Document each content element on the page: • Can you easily identify the format for each object? • Do you need exact sizes or just a rough range? • How will you decide if it should be included?
  66. Page IDSectionPage NameURLOwnerFirst PublishedLast UpdatedItem ID Content Element Format Size Owner Include/Exclude Notes
  67. INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  68. RESPONSIVE VS. ADAPTIVE
  69. “Responsive design is client-side, meaning thewhole page is delivered to the devicebrowser (the client), and the browser thenchanges how the page appears in relation tothe dimensions of the browser window.http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
  70. RESPONSIVE DESIGN + CONTENTMust use exactly the same content as onthe desktopDifferent front-end code supportsdifferent visual stylesCan choose to exclude content, but...Dumb devices often still wind updownloading the full set of content
  71. “Adaptive design is server-side, meaningbefore the page is even delivered, the server(where the site is hosted) detects theattributes of the device, and loads a versionof the site that is optimized for itsdimensions and native features.http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
  72. ADAPTIVE DESIGN + CONTENTIn most cases, you still want to use theexact same content as on the desktopCan serve different content as needed,but...Your CMS has to support targetingcontent with business rulesYou have to maintain multiple instances
  73. NOT EITHER/ORBOTH + AND
  74. THE SIMPLEST POSSIBLE SOLUTIONWHAT TO INCLUDE + EXCLUDEInclude Exclude_Headers — especially to _Most illustrative thumbnail serve as navigation labels images (unless it’s required,_Body copy — if it’s short say for retail) enough to act as a teaser _Media in unsupported_Call to action links formats (Flash videos, complex infographics)_Header image _Large tables or charts You can change the way it looks, but you cannot change what it is.
  75. EXERCISESELECT CONTENT TO INCLUDEFor each of the following screens, identify whichcontent elements you think should be included on amobile screen (and which should be excluded.)_Draw an X through the content you wish to exclude._Make notes about the content you choose to include: • Do you think you can get access to the content at that level of granularity in the CMS? • Is the desired content an appropriate size? Format? • Are there cases where you want or need certain content, but you must provide an alternative format?
  76. WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTRO 9:00–10:30Exercise: Convince Your CEOBreak 10:30–11:00ADAPTIVE CONTENT 11:00–12:00Exercise: State of the Mobile WebLunch 12:00–1:30CONTENT INVENTORY 1:30–3:00Exercise: Select Content to Include + ExcludeBreak 3:00–3:30CONTENT MODELING 3:30–5:00Exercise 4: Create Content Packages
  77. INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  78. Content precedes design.Design in the absence of content is not design, it’s decoration. Jeffrey Zeldman, @zeldman
  79. CONTENT FIRST!
  80. “It is unrealistic to write your content — orask your client to write the content— before you design it. Most of the time.Content needs to be structured andstructuring alters your content, designingalters content.It’s not “content then design” or “content ordesign.” It’s “content and design.” —Mark Boulton, @markboulton
  81. “A lot of bad content managementimplementations homogenize vastlydifferent content types into the samebland template.The problem in those situations,paradoxically, isn’t too much structure.It’s not enough structure. By definingmore content types and modeling themmore fully, we can strike the right balancebetween flexibility and uniformity. —Yes, I’m quoting myself. What of it?
  82. WHAT IS CONTENT MODELING?The process of turning all the “stuff” in the content onthe site into a well-organized system of content types,attributes, and data-types._What type of content is it? Article, product spec, recipe, slideshow..._What fields or content attributes need to be entered?_What limits are set on each field? Date format, image specs...
  83. EXERCISECONTENT MODELINGYou will need to make decisions about how to break your content upinto discrete elements for publishing to mobile. Keep the following inmind when identifying the properties of a given content type:_How should each content element be broken into fields?_What are requirements and rules for each element?_What constraints should be placed on the types of data stored in each element?_What “invisible” meta-data might be used to control related content or support dynamic publishing to mobile?
  84. INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE +EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
  85. DON’T CREATE CONTENT FOR ASPECIFIC CONTEXT
  86. A PACKAGE OF IMAGE CROPS
  87. HEADLINES
  88. ARTICLE TITLEARTICLE SIDEBARSEOFACEBOOKTWITTERIPHONEANDROID
  89. LENGTH60 characters, 100 characters, 200 charactersTONE + STYLESEO-optimized, ColloqiualSUPERHEADS + SUBHEADSCombo packages
  90. SUMMARIES
  91. TRUNCATION IS NOT ACONTENT STRATE...
  92. PROGRESSIVE DISCLOSURE
  93. In its purest format,progressive disclosure means offering a good teaser.
  94. CALL-TO-ACTION LINKS
  95. Different application process —no online application for mobileDifferent handling of link tostore — maps application onmobileDifferent toll free number — fortracking where leads originateDifferent content in the CMS
  96. BODY FIELDS AND PAGE BREAKS
  97. SCROLLINGIS OKAY!
  98. ANCHORLINKS
  99. SHOW/HIDE
  100. EXERCISECONTENT PACKAGESDesign an editorial screen used to create and edit the PayPal screen wemodeled. Remember to keep the following questions in mind:_What additional fields or attributes will be needed to support publishing in other channels? What sizes will give you the most flexibility?_Which content elements will require alternative fallbacks? How should those be managed?_Do you want to provide formatting buttons for some properties? What will happen to that formatting in other channels?_Will an editor familiar with the visual appearance of an article on the web site be comfortable with the editing screen?_Some properties are links to other content in the CMS —for example, images may live in an image management app. What tools would simplify the process of an editor managing these connections?
  101. TEN SIMPLE STEPS
  102. 1.Quit thinking you can just guesswhat subset of content a “mobileuser” wants.You’re going to guess wrong.
  103. 2.Do your research, look atcompetitors, and evaluate youranalytics data. Figure out how toconvince the people with moneythat you need a content strategyfor mobile.
  104. 3.Before jumping into imagining newmobile products, figure out how youcan achieve content parity.Same content where you can,equivalent fallbacks where you can’t.
  105. 4.Use mobile as a catalyst to removecontent that isn’t providing value.Edit or delete content to make theexperience better for all your users— desktop and mobile.
  106. 5.Don’t create content for a specificcontext or platform. It’s not yourdesktop content, your mobilecontent, your tablet content, oreven your print content.It’s just your content.
  107. 6.Develop a process and workflowthat will support and enablemaximum content reuse withminimum additional effort.That’s adaptive content.
  108. 7.Create content packages: a flexiblesystem of content elements thatcover a range of possible uses.Then manage and maintain thosecontent elements all in one place.
  109. 8.Separate content from form andcreate presentation-independentcontent. Don’t encode meaningthrough visual styling — instead,add structure and metadata to yourcontent.
  110. 9.Ensure that your contentmanagement tools make it easy —and possible — for your contentcreators to develop the contentstructures needed to supportadaptive content.
  111. 10.Invest in CMS frameworks thatsupport multi-channel publishing,and make sure your tools,processes, and workflow willsupport that.
  112. THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
  113. I’M LOCALI’m on the go and need local information.
  114. I’M BOREDPocket Robot. Entertain me!
  115. I’M INFOSEEKINGI need an answer to a question. Now.
  116. BoredBoredBoredInfoseekingInfoseeking LocalInfoseeking Bored 25% 31%LocalLocalLocalBored InfoseekingInfoseeking 44%InfoseekingInfoseekingLocalInfoseekingInfoseeking
  117. EXERCISEWHAT ARE YOU SEARCHING FOR?
  118. CONTENT IS THE MAIN REASONWE USE OUR MOBILE DEVICES.(Aside from Angry Birds.)
  119. We’re about to usher ina golden age of PDFs on the iPad. Paul Ford, @ftrain
  120. “Existing art and production staffersfrom the print side would beresponsible for making two iPadlayouts (one in portrait and one inlandscape) on Adobe’s platform. —Condé Nast Is Experiencing Technical Difficulties
  121. All I see is an entire organization screaming,“WE WANT IT TO BE THE EIGHTIES DAMMIT.” Condé Nast Is Experiencing Technical Difficulties
  122. COPE:CREATE ONCE,PUBLISH EVERYWHERE COPE: Create Once, Publish Everywhere
  123. CONTENTPROVIDERSMUSICPARTNERS NPR, Open Content and API’s, O’Reilly Oscon 175
  124. NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content
  125. NPR.ORGPLAYER NPR Digital Media Examples of COPE
  126. NPR NEWSiPHONE APP
  127. NPR MOBILEWEB SITE
  128. NPR ADDICTIPHONE APPProduced by a public user,based entirely on the NPRAPI
  129. NPR ON THEPUBLIC RADIOPLAYER
  130. NPR ONWBUR
  131. NPR ONMPR
  132. NPR ONiGOOGLE
  133. NPR INiTUNES
  134. NPR’SCMS
  135. NPR’S API
  136. BUSINESS VALUE?
  137. 31,000 2010 iPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
  138. NPR PAGE VIEWS 88 Million 43 Million
  139. “Over the last year, NPR’s total pageview growth has increased by morethan 80%.How did we get that much growth?Our API. —Zach Brand, Senior Director Technology, NPR
  140. “The biggest impact that the API has made,however, is with our mobile strategy. TheAPI has enabled NPR product owners tobuild specialized apps on a wide range ofplatforms and devices, liberating them frombeing dependent on custom developmentto access the content.Through this process, we built our iPhoneand iPad apps, mobile sites, Android appand HTML5 site, some of which were turnedaround in a matter of weeks!
  141. Intelligent Flexible Structured Nimble Agile Adaptive Atomized Semantic
  142. WHY ARE NEWS ORGANIZATIONSTHE INNOVATORS?
  143. MastheadHed: Headline, heading, head or title ofa story, rarely a complete sentence.Dek: Deck, blurb, or article teaser or sub-headline. Aphrase or two between the headline and the body ofthe article that explains what the story is about.•Nut graf Lede: Lead, as in leading paragraph, usually the first sentence, or in some cases the first two Captions are photo headlines•Nutshell paragraph sentences, ideally 20-25 words in length. An Cutlines are the words (under the effective lead is a brief, sharp statement of the caption, if there is one) describing the•Summarizes the storys essential facts. photograph or illustration. storys content•Often bullet- Lorem ipsum dolor sit amet, consectetuer pointed adipiscing elit, sed diam nonummy nibh euismod•Sometimes set tincidunt ut laoreet dolore magna aliquam erat off in a box volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
  144. It’s scary to think about your packagedevolved into different content elements.It takes imagination and understanding to take that apart. And courage. Sarah Chubb Sauvayre, Condé Nast
  145. THE PRIMARY PLATFORM
  146. Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman
  147. Metadata is the new art direction. Ethan Resnick, @studip101
  148. THE MARRIAGE OFCONTENT AND FORM
  149. STRUCTURE EXPRESSEDTHROUGH STYLING
  150. Content admins hate all the fields.But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental
  151. CMS IS THE ENTERPRISESOFTWARE THAT UX FORGOT
  152. CONTEXTUAL INQUIRYUSER PERSONASUSER SCENARIOSTASK ANALYSISWORKFLOW MAPPINGCARD SORTINGCONTENT MODELINGITERATIVE PROTOTYPINGUSABILITY TESTINGANALYTICS DATA
  153. “The happier people are,the better their content will be,the more content they’ll produce. —Patrick Cooper, NPR
  154. “Beautiful software, even for back-endusers, is becoming an expectation.We’re moving in this directionbecause we now understand thatbetter content management systemsfoster better content. —Matt Thompson
  155. “Traditional publishing and contentmanagement systems bind contentto display and delivery mechanisms,which forces a recycling approachfor multi-platform publishing. —Dan Willis
  156. “A [decoupled] content publishingsystem creates well-defined chunksof content that can be combined inwhatever way is most appropriatefor a particular platform.All display issues are addressed bydelivery applications, rather than bya content management systemearlier in the process.

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