SlideShare a Scribd company logo
1 of 60
Download to read offline
THE WAY FORWARD
Content Strategy Forum 2011
@karenmcgrane
#csforum11
2
3
4
6
7
http://www.flickr.com/photos/filamentgroup/5149016958/
FRAGMENTED CONTENT MANAGEMENT
FRAGMENTED ORGANIZATION STRUCTURE
FRAGMENTED DEVICES + PLATFORMS




                                    9
CMS IS THE ENTERPRISE
SOFTWARE THAT UX FORGOT



                          10
12
13
14
http://www.deskala.com/new/wp-content/themes/deskala/assets/slide4.jpg   15
“
The happier people are, the better their content
will be, the more content they’ll produce.
Digital newsrooms have moved from shoveling to
creating. Those two tasks require very different
environments.
                            —Patrick Cooper, NPR




            http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/   16
“
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/   17
CONTENT STRATEGY IS
CHANGE MANAGEMENT



                      18
CONTENT
                  STRATEGY


                   CONTENT
                  MARKETING
MARKETING



                   CONTENT
USER EXPERIENCE    STRATEGY




TECHNOLOGY
                    CONTENT
                  MANAGEMENT




                               19
Your content
problem is here




Your content
person is here



             20
http://www.sba.oakland.edu/Faculty/york/Readings434/Readings/On%20the%20folly.pdf   21
Dreamy
             Competent                             Rockstar
               Jerk


competence

             Incompetent                          Lovable Fool
                 Jerk




                   likability
                     Competent Jerks, Lovable Fools, and the Formation of Social Networks, Harvard Business Review   22
THERE IS NO “MOBILE”




                       23
A TALE OF TWO PUBLISHERS




                           24
25
We’re about to usher in a golden age
       of PDFs on the iPad.




                        Paul Ford, Ftrain.com
                                                30
“
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   31
All I see is an
  entire organization screaming,
“WE WANT IT TO BE THE EIGHTIES
          GODDAMMIT.”




        Condé Nast Is Experiencing Technical Difficulties
                                                            32
COPE: Create Once, Publish Everywhere   33
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   34
NPR.ORG




          NPR Digital Media Examples
          of COPE                      35
NPR.ORG
PLAYER




          NPR Digital Media Examples
          of COPE                      36
NPR NEWS
IPHONE APP




             37
NPR MOBILE
WEB SITE




             38
NPR ADDICT
IPHONE APP
Produced by a public user,
based entirely on the NPR API




                                39
NPR ON THE
PUBLIC RADIO
PLAYER




               40
NPR ON
WBUR




         41
NPR ON
MPR




         42
NPR ON
IGOOGLE




          43
NPR IN
ITUNES




         44
NPR’S
CMS




        45
NPR’S API




            46
BUSINESS VALUE?




                  47
31,000




                                    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.



                                                                  48
NPR PAGE VIEWS   88M




  43M




                       49
“
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.
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, open sourced Android app
and HTML5 site, some of which were turned around in
a matter of weeks!
       —Zach Brand, Senior Director Technology, NPR
                                                   50
Fragmenting our content across
   different “device-optimized”
experiences is a losing proposition,
 or at least an unsustainable one.




     Ethan Marcotte, Responsive Web Design   52
Metadata is the new art direction.




                  Ethan Resnick, @studip101   54
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL                                  TABLET
  MEDIA                                    APPS


                     CONTENT

MICROSITES                                PRINT




             BLOGS               EMAIL
                      INTRANET


                                                   55
FRAGMENTED CONTENT MANAGEMENT
FRAGMENTED ORGANIZATION STRUCTURE
FRAGMENTED DEVICES + PLATFORMS




                                    56
CMS INTERFACES THAT RESPECT
CONTENT CREATORS LIKE USERS




                              57
ORGANIZATIONS ALIGNED AROUND
CREATING GREAT CONTENT




                               58
COHESIVE STRATEGY FOR CREATING
REUSABLE CONTENT ACROSS PLATFORMS




                                    59
THANK YOU.

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

More Related Content

What's hot

10 reasons why now is the perfect time to get started with the mobile web
10 reasons why now is the perfect time to get started with the mobile web10 reasons why now is the perfect time to get started with the mobile web
10 reasons why now is the perfect time to get started with the mobile webTijs Vrolix
 
Can we save the open web?
Can we save the open web?Can we save the open web?
Can we save the open web?Acquia
 
Evolution of Social Media and its effects on Knowledge Organisation
Evolution of Social Media and its effects on Knowledge OrganisationEvolution of Social Media and its effects on Knowledge Organisation
Evolution of Social Media and its effects on Knowledge OrganisationCollabor8now Ltd
 
The Future of Social Media: How Will It Impact Life Style and Business
The Future of Social Media: How Will It Impact Life Style and BusinessThe Future of Social Media: How Will It Impact Life Style and Business
The Future of Social Media: How Will It Impact Life Style and BusinessMahdi Shadkam
 
SXSW 2017 Key Trends & Takeaways
SXSW 2017 Key Trends & Takeaways SXSW 2017 Key Trends & Takeaways
SXSW 2017 Key Trends & Takeaways www.mediafeed.co
 
USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...
USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...
USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...THE SWARM
 
Maaw Rio 20102011_review
Maaw Rio 20102011_reviewMaaw Rio 20102011_review
Maaw Rio 20102011_reviewMutato
 
Kelly Mooney's Presentation at ExactTarget Connections Conference
Kelly Mooney's Presentation at ExactTarget Connections ConferenceKelly Mooney's Presentation at ExactTarget Connections Conference
Kelly Mooney's Presentation at ExactTarget Connections Conferenceguest9d398a
 
Why mobile matters
Why mobile mattersWhy mobile matters
Why mobile mattersAmy Gahran
 
Social Media For Communication Strategy, Part 3 of 4
Social Media For Communication Strategy, Part 3 of 4Social Media For Communication Strategy, Part 3 of 4
Social Media For Communication Strategy, Part 3 of 4Copywrite, Ink.
 
Homo Connectus - Why brands have to learn to think like people
Homo Connectus - Why brands have to learn to think like peopleHomo Connectus - Why brands have to learn to think like people
Homo Connectus - Why brands have to learn to think like peopleGREY Germany
 
Y&R TAKEAWAYS FROM SXSW 2018
Y&R TAKEAWAYS FROM SXSW 2018Y&R TAKEAWAYS FROM SXSW 2018
Y&R TAKEAWAYS FROM SXSW 2018Young & Rubicam
 
2013 Trends :: Consumer : Media : Technology
2013 Trends :: Consumer : Media : Technology2013 Trends :: Consumer : Media : Technology
2013 Trends :: Consumer : Media : TechnologySavannah Strategies
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
 
frog Wearables
frog Wearablesfrog Wearables
frog Wearablesfrog
 
NRB 2012 ReFrame Mobile Case Study
NRB 2012 ReFrame Mobile Case StudyNRB 2012 ReFrame Mobile Case Study
NRB 2012 ReFrame Mobile Case StudySteven Koster
 
A to Z: The influence of generational shifts on work and technology
A to Z: The influence of generational shifts on work and technologyA to Z: The influence of generational shifts on work and technology
A to Z: The influence of generational shifts on work and technologyCanonBusinessAU
 
Tech Trends 2012
Tech Trends 2012Tech Trends 2012
Tech Trends 2012frog
 

What's hot (19)

10 reasons why now is the perfect time to get started with the mobile web
10 reasons why now is the perfect time to get started with the mobile web10 reasons why now is the perfect time to get started with the mobile web
10 reasons why now is the perfect time to get started with the mobile web
 
Can we save the open web?
Can we save the open web?Can we save the open web?
Can we save the open web?
 
Evolution of Social Media and its effects on Knowledge Organisation
Evolution of Social Media and its effects on Knowledge OrganisationEvolution of Social Media and its effects on Knowledge Organisation
Evolution of Social Media and its effects on Knowledge Organisation
 
The Future of Social Media: How Will It Impact Life Style and Business
The Future of Social Media: How Will It Impact Life Style and BusinessThe Future of Social Media: How Will It Impact Life Style and Business
The Future of Social Media: How Will It Impact Life Style and Business
 
SXSW 2017 Key Trends & Takeaways
SXSW 2017 Key Trends & Takeaways SXSW 2017 Key Trends & Takeaways
SXSW 2017 Key Trends & Takeaways
 
USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...
USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...
USC Annenberg Journalism Director's Forum - Future of Mobile News and Journal...
 
Maaw Rio 20102011_review
Maaw Rio 20102011_reviewMaaw Rio 20102011_review
Maaw Rio 20102011_review
 
Kelly Mooney's Presentation at ExactTarget Connections Conference
Kelly Mooney's Presentation at ExactTarget Connections ConferenceKelly Mooney's Presentation at ExactTarget Connections Conference
Kelly Mooney's Presentation at ExactTarget Connections Conference
 
Why mobile matters
Why mobile mattersWhy mobile matters
Why mobile matters
 
Hyper-connectivity
Hyper-connectivityHyper-connectivity
Hyper-connectivity
 
Social Media For Communication Strategy, Part 3 of 4
Social Media For Communication Strategy, Part 3 of 4Social Media For Communication Strategy, Part 3 of 4
Social Media For Communication Strategy, Part 3 of 4
 
Homo Connectus - Why brands have to learn to think like people
Homo Connectus - Why brands have to learn to think like peopleHomo Connectus - Why brands have to learn to think like people
Homo Connectus - Why brands have to learn to think like people
 
Y&R TAKEAWAYS FROM SXSW 2018
Y&R TAKEAWAYS FROM SXSW 2018Y&R TAKEAWAYS FROM SXSW 2018
Y&R TAKEAWAYS FROM SXSW 2018
 
2013 Trends :: Consumer : Media : Technology
2013 Trends :: Consumer : Media : Technology2013 Trends :: Consumer : Media : Technology
2013 Trends :: Consumer : Media : Technology
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
 
frog Wearables
frog Wearablesfrog Wearables
frog Wearables
 
NRB 2012 ReFrame Mobile Case Study
NRB 2012 ReFrame Mobile Case StudyNRB 2012 ReFrame Mobile Case Study
NRB 2012 ReFrame Mobile Case Study
 
A to Z: The influence of generational shifts on work and technology
A to Z: The influence of generational shifts on work and technologyA to Z: The influence of generational shifts on work and technology
A to Z: The influence of generational shifts on work and technology
 
Tech Trends 2012
Tech Trends 2012Tech Trends 2012
Tech Trends 2012
 

Viewers also liked

best selling pharma products
best selling pharma productsbest selling pharma products
best selling pharma productsRohit K.
 
Healthcare transofrmation the way forward
Healthcare transofrmation the way forwardHealthcare transofrmation the way forward
Healthcare transofrmation the way forwardohdmoh
 
How to structure a content strategy that works
How to structure a content strategy that worksHow to structure a content strategy that works
How to structure a content strategy that worksHandsOnWP.com
 
Pharma Compliance - the Way Forward
Pharma Compliance - the Way ForwardPharma Compliance - the Way Forward
Pharma Compliance - the Way ForwardIoanna Michalopoulou
 
ParexUSA, Parex, LaHabra - Strategic Brand Development.
ParexUSA, Parex, LaHabra - Strategic Brand Development.ParexUSA, Parex, LaHabra - Strategic Brand Development.
ParexUSA, Parex, LaHabra - Strategic Brand Development.Bill Barrick
 
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)eDetailing: A Strategic Analysis Of Implementation And ROI (mini)
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)Eularis
 
Towards A Content Strategy That Sells Persuasion Labs
Towards A Content Strategy That Sells   Persuasion LabsTowards A Content Strategy That Sells   Persuasion Labs
Towards A Content Strategy That Sells Persuasion Labsjoanna_wiebe
 
Where does pharma marketing go from here
Where does pharma marketing go from hereWhere does pharma marketing go from here
Where does pharma marketing go from hereRichard Meyer
 
The 22 Immutable Laws of Marketing - Part 1
The 22 Immutable Laws of Marketing - Part 1The 22 Immutable Laws of Marketing - Part 1
The 22 Immutable Laws of Marketing - Part 1Alan Cohen
 
The future of pharma marketing
The future of pharma marketingThe future of pharma marketing
The future of pharma marketingFarhad Zargari
 
selling skills pharmaceutical
selling skills pharmaceuticalselling skills pharmaceutical
selling skills pharmaceuticalSHAHID LATIF
 
Pharma/Medical Represnative training
Pharma/Medical Represnative trainingPharma/Medical Represnative training
Pharma/Medical Represnative trainingChintan Chavda
 
2015 Pharmaceutical Sales Rep Experience
2015 Pharmaceutical Sales Rep Experience 2015 Pharmaceutical Sales Rep Experience
2015 Pharmaceutical Sales Rep Experience GSW
 
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experienceWhat's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experienceJoyce Hostyn
 
Developing a Communications Strategy for Your Nonprofit
Developing a Communications Strategy for Your NonprofitDeveloping a Communications Strategy for Your Nonprofit
Developing a Communications Strategy for Your NonprofitBig Duck
 
10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't SuckPresentation Panda
 
Pharma Edetailing: the core to a new commercial approach
 Pharma Edetailing: the core to a new commercial approach Pharma Edetailing: the core to a new commercial approach
Pharma Edetailing: the core to a new commercial approachA.R.J. (Rob) Halkes
 
30/ 60/ 10: The Golden Ratio for Social Marketing
30/ 60/ 10: The Golden Ratio for Social Marketing30/ 60/ 10: The Golden Ratio for Social Marketing
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
 

Viewers also liked (20)

best selling pharma products
best selling pharma productsbest selling pharma products
best selling pharma products
 
Healthcare transofrmation the way forward
Healthcare transofrmation the way forwardHealthcare transofrmation the way forward
Healthcare transofrmation the way forward
 
How to structure a content strategy that works
How to structure a content strategy that worksHow to structure a content strategy that works
How to structure a content strategy that works
 
Pharma Compliance - the Way Forward
Pharma Compliance - the Way ForwardPharma Compliance - the Way Forward
Pharma Compliance - the Way Forward
 
ParexUSA, Parex, LaHabra - Strategic Brand Development.
ParexUSA, Parex, LaHabra - Strategic Brand Development.ParexUSA, Parex, LaHabra - Strategic Brand Development.
ParexUSA, Parex, LaHabra - Strategic Brand Development.
 
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)eDetailing: A Strategic Analysis Of Implementation And ROI (mini)
eDetailing: A Strategic Analysis Of Implementation And ROI (mini)
 
Towards A Content Strategy That Sells Persuasion Labs
Towards A Content Strategy That Sells   Persuasion LabsTowards A Content Strategy That Sells   Persuasion Labs
Towards A Content Strategy That Sells Persuasion Labs
 
Where does pharma marketing go from here
Where does pharma marketing go from hereWhere does pharma marketing go from here
Where does pharma marketing go from here
 
The 22 Immutable Laws of Marketing - Part 1
The 22 Immutable Laws of Marketing - Part 1The 22 Immutable Laws of Marketing - Part 1
The 22 Immutable Laws of Marketing - Part 1
 
The future of pharma marketing
The future of pharma marketingThe future of pharma marketing
The future of pharma marketing
 
selling skills pharmaceutical
selling skills pharmaceuticalselling skills pharmaceutical
selling skills pharmaceutical
 
Pharma/Medical Represnative training
Pharma/Medical Represnative trainingPharma/Medical Represnative training
Pharma/Medical Represnative training
 
Detailing
DetailingDetailing
Detailing
 
2015 Pharmaceutical Sales Rep Experience
2015 Pharmaceutical Sales Rep Experience 2015 Pharmaceutical Sales Rep Experience
2015 Pharmaceutical Sales Rep Experience
 
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experienceWhat's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experience
 
Developing a Communications Strategy for Your Nonprofit
Developing a Communications Strategy for Your NonprofitDeveloping a Communications Strategy for Your Nonprofit
Developing a Communications Strategy for Your Nonprofit
 
10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck10 PowerPoint Templates That Don't Suck
10 PowerPoint Templates That Don't Suck
 
Pharma Edetailing: the core to a new commercial approach
 Pharma Edetailing: the core to a new commercial approach Pharma Edetailing: the core to a new commercial approach
Pharma Edetailing: the core to a new commercial approach
 
30/ 60/ 10: The Golden Ratio for Social Marketing
30/ 60/ 10: The Golden Ratio for Social Marketing30/ 60/ 10: The Golden Ratio for Social Marketing
30/ 60/ 10: The Golden Ratio for Social Marketing
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
 

Similar to The Way Forward: What's next for content strategy

Creating Value In Social Networking
Creating Value In Social NetworkingCreating Value In Social Networking
Creating Value In Social NetworkingLars Trieloff
 
Enterprise 2.0 and business/IT alignment
Enterprise 2.0 and business/IT alignment Enterprise 2.0 and business/IT alignment
Enterprise 2.0 and business/IT alignment Jeroen Derynck
 
How to Future Proof Your Content for Content Strategy Applied 2014
How to Future Proof Your Content for Content Strategy Applied 2014How to Future Proof Your Content for Content Strategy Applied 2014
How to Future Proof Your Content for Content Strategy Applied 2014Marlowe Sarah Beckley
 
Digital content trends 2013
Digital content trends 2013Digital content trends 2013
Digital content trends 2013Neil Perkin
 
60 Apps in 60 Minutes Redux: The next 60 you need to know
60 Apps in 60 Minutes Redux: The next 60 you need to know60 Apps in 60 Minutes Redux: The next 60 you need to know
60 Apps in 60 Minutes Redux: The next 60 you need to knowScott Brown
 
Wiki Design Luke W
Wiki Design  Luke WWiki Design  Luke W
Wiki Design Luke WRoss Lawley
 
DeMarle-MFAEmergent Media at Champlain College
DeMarle-MFAEmergent Media at Champlain CollegeDeMarle-MFAEmergent Media at Champlain College
DeMarle-MFAEmergent Media at Champlain CollegeAnn DeMarle
 
Gutenberg's Bytes – Head, Geneva, 7 March 2017
Gutenberg's Bytes – Head, Geneva, 7 March 2017Gutenberg's Bytes – Head, Geneva, 7 March 2017
Gutenberg's Bytes – Head, Geneva, 7 March 2017Matteo Cossu
 
Where to Look Next? Trends for 2009
Where to Look Next? Trends for 2009Where to Look Next? Trends for 2009
Where to Look Next? Trends for 2009AchillesMedia
 
2014 Future of Open Source - 8th Annual Survey results
2014 Future of Open Source - 8th Annual Survey results2014 Future of Open Source - 8th Annual Survey results
2014 Future of Open Source - 8th Annual Survey resultsMichael Skok
 
Making the most of mobile
Making the most of mobileMaking the most of mobile
Making the most of mobileKaren McGrane
 
Project management in the 2.0 world
Project management in the 2.0 worldProject management in the 2.0 world
Project management in the 2.0 worldLucas den Boer
 
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIsAmundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIsSam Ramji
 
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIsAmundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIsApigee | Google Cloud
 

Similar to The Way Forward: What's next for content strategy (20)

Creating Value In Social Networking
Creating Value In Social NetworkingCreating Value In Social Networking
Creating Value In Social Networking
 
Enterprise 2.0 and business/IT alignment
Enterprise 2.0 and business/IT alignment Enterprise 2.0 and business/IT alignment
Enterprise 2.0 and business/IT alignment
 
Digital content trends 2013
Digital content trends 2013Digital content trends 2013
Digital content trends 2013
 
How to Future Proof Your Content for Content Strategy Applied 2014
How to Future Proof Your Content for Content Strategy Applied 2014How to Future Proof Your Content for Content Strategy Applied 2014
How to Future Proof Your Content for Content Strategy Applied 2014
 
Wiki Design Considerations
Wiki Design ConsiderationsWiki Design Considerations
Wiki Design Considerations
 
Digital content trends 2013
Digital content trends 2013Digital content trends 2013
Digital content trends 2013
 
60 Apps in 60 Minutes Redux: The next 60 you need to know
60 Apps in 60 Minutes Redux: The next 60 you need to know60 Apps in 60 Minutes Redux: The next 60 you need to know
60 Apps in 60 Minutes Redux: The next 60 you need to know
 
Wiki Design Luke W
Wiki Design  Luke WWiki Design  Luke W
Wiki Design Luke W
 
DeMarle-MFAEmergent Media at Champlain College
DeMarle-MFAEmergent Media at Champlain CollegeDeMarle-MFAEmergent Media at Champlain College
DeMarle-MFAEmergent Media at Champlain College
 
Gutenberg's Bytes – Head, Geneva, 7 March 2017
Gutenberg's Bytes – Head, Geneva, 7 March 2017Gutenberg's Bytes – Head, Geneva, 7 March 2017
Gutenberg's Bytes – Head, Geneva, 7 March 2017
 
60 apps in 60 mins
60 apps in 60 mins60 apps in 60 mins
60 apps in 60 mins
 
Where to Look Next? Trends for 2009
Where to Look Next? Trends for 2009Where to Look Next? Trends for 2009
Where to Look Next? Trends for 2009
 
2014 Future of Open Source - 8th Annual Survey results
2014 Future of Open Source - 8th Annual Survey results2014 Future of Open Source - 8th Annual Survey results
2014 Future of Open Source - 8th Annual Survey results
 
eli bsheart
eli bshearteli bsheart
eli bsheart
 
Making the most of mobile
Making the most of mobileMaking the most of mobile
Making the most of mobile
 
Enterprise Mashups
Enterprise MashupsEnterprise Mashups
Enterprise Mashups
 
Stephen Dunn, the Guardian
Stephen Dunn, the GuardianStephen Dunn, the Guardian
Stephen Dunn, the Guardian
 
Project management in the 2.0 world
Project management in the 2.0 worldProject management in the 2.0 world
Project management in the 2.0 world
 
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIsAmundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
 
Amundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIsAmundsen's Dogs, Information Halos, and APIs
Amundsen's Dogs, Information Halos, and APIs
 

More from Karen McGrane

Adaptive: Content, Context, and Controversy
Adaptive: Content, Context, and ControversyAdaptive: Content, Context, and Controversy
Adaptive: Content, Context, and ControversyKaren McGrane
 
The Future of Adaptive Content
The Future of Adaptive ContentThe Future of Adaptive Content
The Future of Adaptive ContentKaren McGrane
 
IA Summit 2013 Closing Plenary
IA Summit 2013 Closing PlenaryIA Summit 2013 Closing Plenary
IA Summit 2013 Closing PlenaryKaren McGrane
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopKaren McGrane
 
Developing Successful Content Management Solutions
Developing Successful Content Management SolutionsDeveloping Successful Content Management Solutions
Developing Successful Content Management SolutionsKaren McGrane
 
Selling content strategy
Selling content strategySelling content strategy
Selling content strategyKaren McGrane
 
Nailing Your Performance
Nailing Your PerformanceNailing Your Performance
Nailing Your PerformanceKaren McGrane
 
How to do content strategy
How to do content strategyHow to do content strategy
How to do content strategyKaren McGrane
 
Avoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSWAvoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSWKaren McGrane
 
Baby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users TooBaby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users TooKaren McGrane
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the WebKaren McGrane
 
We are all content strategists now
We are all content strategists nowWe are all content strategists now
We are all content strategists nowKaren McGrane
 
From Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction DesignFrom Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction DesignKaren McGrane
 
Handouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content StrategyHandouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content StrategyKaren McGrane
 
Why UX Design Needs Content Strategy
Why UX Design Needs Content StrategyWhy UX Design Needs Content Strategy
Why UX Design Needs Content StrategyKaren McGrane
 
Content Strategy at UX Melbourne
Content Strategy at UX MelbourneContent Strategy at UX Melbourne
Content Strategy at UX MelbourneKaren McGrane
 
Content Strategy: The Missing Piece of the UX Puzzle
Content Strategy: The Missing Piece of the UX PuzzleContent Strategy: The Missing Piece of the UX Puzzle
Content Strategy: The Missing Piece of the UX PuzzleKaren McGrane
 
Understanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design ForUnderstanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design ForKaren McGrane
 
User Experience Will Make or Break Social Business
User Experience Will Make or Break Social BusinessUser Experience Will Make or Break Social Business
User Experience Will Make or Break Social BusinessKaren McGrane
 

More from Karen McGrane (20)

Adaptive: Content, Context, and Controversy
Adaptive: Content, Context, and ControversyAdaptive: Content, Context, and Controversy
Adaptive: Content, Context, and Controversy
 
The Future of Adaptive Content
The Future of Adaptive ContentThe Future of Adaptive Content
The Future of Adaptive Content
 
IA Summit 2013 Closing Plenary
IA Summit 2013 Closing PlenaryIA Summit 2013 Closing Plenary
IA Summit 2013 Closing Plenary
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
 
Developing Successful Content Management Solutions
Developing Successful Content Management SolutionsDeveloping Successful Content Management Solutions
Developing Successful Content Management Solutions
 
Selling content strategy
Selling content strategySelling content strategy
Selling content strategy
 
Nailing Your Performance
Nailing Your PerformanceNailing Your Performance
Nailing Your Performance
 
Nashville UX Meetup
Nashville UX MeetupNashville UX Meetup
Nashville UX Meetup
 
How to do content strategy
How to do content strategyHow to do content strategy
How to do content strategy
 
Avoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSWAvoiding the 11th Hour Sh*storm at SxSW
Avoiding the 11th Hour Sh*storm at SxSW
 
Baby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users TooBaby Got Backend: Content Administrators are Users Too
Baby Got Backend: Content Administrators are Users Too
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the Web
 
We are all content strategists now
We are all content strategists nowWe are all content strategists now
We are all content strategists now
 
From Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction DesignFrom Typing to Swiping: A Brief History of Interaction Design
From Typing to Swiping: A Brief History of Interaction Design
 
Handouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content StrategyHandouts for Why UX Design Needs Content Strategy
Handouts for Why UX Design Needs Content Strategy
 
Why UX Design Needs Content Strategy
Why UX Design Needs Content StrategyWhy UX Design Needs Content Strategy
Why UX Design Needs Content Strategy
 
Content Strategy at UX Melbourne
Content Strategy at UX MelbourneContent Strategy at UX Melbourne
Content Strategy at UX Melbourne
 
Content Strategy: The Missing Piece of the UX Puzzle
Content Strategy: The Missing Piece of the UX PuzzleContent Strategy: The Missing Piece of the UX Puzzle
Content Strategy: The Missing Piece of the UX Puzzle
 
Understanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design ForUnderstanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design For
 
User Experience Will Make or Break Social Business
User Experience Will Make or Break Social BusinessUser Experience Will Make or Break Social Business
User Experience Will Make or Break Social Business
 

Recently uploaded

Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesKari Kakkonen
 
Infrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsInfrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsYoss Cohen
 
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Mark Goldstein
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Karmanjay Verma
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfIngrid Airi González
 
Kuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialKuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialJoão Esperancinha
 
WomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneWomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneUiPathCommunity
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityIES VE
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...itnewsafrica
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfpanagenda
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024TopCSSGallery
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Alkin Tezuysal
 
Bridging Between CAD & GIS: 6 Ways to Automate Your Data Integration
Bridging Between CAD & GIS:  6 Ways to Automate Your Data IntegrationBridging Between CAD & GIS:  6 Ways to Automate Your Data Integration
Bridging Between CAD & GIS: 6 Ways to Automate Your Data Integrationmarketing932765
 
A Framework for Development in the AI Age
A Framework for Development in the AI AgeA Framework for Development in the AI Age
A Framework for Development in the AI AgeCprime
 
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...Karmanjay Verma
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Nikki Chapple
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Strongerpanagenda
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...amber724300
 
A Glance At The Java Performance Toolbox
A Glance At The Java Performance ToolboxA Glance At The Java Performance Toolbox
A Glance At The Java Performance ToolboxAna-Maria Mihalceanu
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...BookNet Canada
 

Recently uploaded (20)

Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examples
 
Infrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsInfrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platforms
 
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdf
 
Kuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialKuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorial
 
WomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneWomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyone
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a reality
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
 
Bridging Between CAD & GIS: 6 Ways to Automate Your Data Integration
Bridging Between CAD & GIS:  6 Ways to Automate Your Data IntegrationBridging Between CAD & GIS:  6 Ways to Automate Your Data Integration
Bridging Between CAD & GIS: 6 Ways to Automate Your Data Integration
 
A Framework for Development in the AI Age
A Framework for Development in the AI AgeA Framework for Development in the AI Age
A Framework for Development in the AI Age
 
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
 
A Glance At The Java Performance Toolbox
A Glance At The Java Performance ToolboxA Glance At The Java Performance Toolbox
A Glance At The Java Performance Toolbox
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
 

The Way Forward: What's next for content strategy

Editor's Notes

  1. Super excited to be back in Europe for another content strategy conference\nLast time around, in Paris, we really spent a lot of time saying “hey, content strategy exists”\nThis time, it’s about what we do next. And so I’m going to talk about some of the biggest challenges that are facing the CS field over the next 5 years, and what we can do about it.\n
  2. I do a lot of work with publishers: magazines like The Atlantic, Fast Company, and The Week, and newspapers like the New York Times. I think the challenges that publishers face have a lot of relevance to every business that is struggling to create, manage, and gain business value from their content.\n
  3. But really, what I do is corporate therapy. I listen to their problems, they talk about their pain, and we work through their conflicts through the lens of their website.\n\nSo imagine that one of my publishing clients has come to me with a problem. \nThey say “Karen, we have a problem can you help us? Our problem is we need a redesign.”\nVerry interesting. Why do you think you need a redesign?\n\nWe have all these different websites, microsites, blogs. We have 27 different instances of Wordpress, and someone just built a new site on Tumblr. These things keep popping up like some kind of whack-a-mole game! \n\n
  4. And the look-and-feel for these sites are all different. It’s very important that these sites all LOOK like they’re coming from the same company. So we need a redesign\n.\nWell, I say, that’s one way to look at the problem. But have you asked yourself: why do you feel you need to launch all these separate sites? Why do you need all these different content management interfaces and databases? \n\nThey say: We’re embarrassed to admit this. But our CMS is really hard to use. \n\n
  5. I’m like, oh don’t be embarrassed. Everyone hates their CMS. But the new ones these days are really a lot better! Instead of just thinking about a redesign, why aren’t you thinking about aligning your content management infrastructure so it better fits your editorial goals?\nOH GOD NO DON’T EVEN MENTION CHANGING THE CMS. I won’t talk about that. I won’t.\nThis seems to be kind of a sensitive subject. Maybe you should talk about it. \nAnd they say — at the risk of violating my doctor/patient confidentiality, I will tell you this is a completely true story.\nWe once had a journalist who worked for us. He was a war correspondent, out in the trenches, like brokering sit-downs between the Russians and the Afghans during that war. And when it was time for him to come in from the field, they wanted to give him a promotion, and what better way to use his unique skills than by making him the head of the interactive division? He decided that his signature project would be to lead the development of a custom CMS for all our publications, one CMS to rule them all. How long could that take, right? 6 months? 9 months. 12 months. 18 months. 2 years. After 3 years the CFO came to him with a choice: they could end the project now and write it off as a loss, or he could launch it, but it had to be done in the next 3 months. They killed the project, and this guy and everyone involved with the project lost their jobs.\n
  6. So, what you’re telling me is, this guy could get the Soviets and the Mujahideen to sit down and negotiate, and he couldn’t get editorial and IT to agree on how the CMS should work? Well, I can see how suggesting a new CMS might be politically unviable. \n[WALK]\nThat makes me think that your problem isn’t just technology, it’s organizational. Tell me about how your organization is structured?\n
  7. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  8. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  9. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  10. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  11. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  12. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  13. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  14. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  15. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  16. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  17. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  18. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  19. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  20. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  21. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  22. Well, it used to be easy, before digital came along. But now we have writers and editors and producers and people responsible for social media and we have people doing multimedia production and now we’ve got people building mobile apps.... it’s hard to keep track of everyone creating content, everybody reports to different managers, and sometimes it seems like we’re not all working towards the same goals.\n
  23. You mentioned mobile. Talk to me about where you’re at with mobile.\nWe are TERRIFIED of mobile. All these different devices and platforms and form factors, and it seems like a new one is coming out every week! Should we build a mobile website, and is it different from what we put on the desktop web?Do we have to build apps for iPhone AND Android AND Blackberry? What about tablets, do we have to do something different for them? We barely have the resources to keep up with our website, how will we ever be able to keep up with all this?\n
  24. Sometimes when people are in pain, they say it feels like their insides are filled with broken glass. And I think it’s the same kind of fragmentation that’s hurting businesses today.\nI see companies with content management infrastructure that doesn’t meet their needs and rather than solve the problem, they keep adding to it.\nI see companies that have not aligned the way they work and the way the company is organized to meet the new challenges posed by digital.\nAnd I see an explosion of new devices and form factors—what I’ve heard termed “the splinternet”—that will take businesses who are barely able to keep up with the web today, and will increase their burden exponentially.When I see all this, it makes me so happy. Because if you stay on top of these challenges, none of you will ever lack for job opportunities. The world needs us.\nI’m going to talk about each of these in turn.\n
  25. Sometimes when people are in pain, they say it feels like their insides are filled with broken glass. And I think it’s the same kind of fragmentation that’s hurting businesses today.\nI see companies with content management infrastructure that doesn’t meet their needs and rather than solve the problem, they keep adding to it.\nI see companies that have not aligned the way they work and the way the company is organized to meet the new challenges posed by digital.\nAnd I see an explosion of new devices and form factors—what I’ve heard termed “the splinternet”—that will take businesses who are barely able to keep up with the web today, and will increase their burden exponentially.When I see all this, it makes me so happy. Because if you stay on top of these challenges, none of you will ever lack for job opportunities. The world needs us.\nI’m going to talk about each of these in turn.\n
  26. Sometimes when people are in pain, they say it feels like their insides are filled with broken glass. And I think it’s the same kind of fragmentation that’s hurting businesses today.\nI see companies with content management infrastructure that doesn’t meet their needs and rather than solve the problem, they keep adding to it.\nI see companies that have not aligned the way they work and the way the company is organized to meet the new challenges posed by digital.\nAnd I see an explosion of new devices and form factors—what I’ve heard termed “the splinternet”—that will take businesses who are barely able to keep up with the web today, and will increase their burden exponentially.When I see all this, it makes me so happy. Because if you stay on top of these challenges, none of you will ever lack for job opportunities. The world needs us.\nI’m going to talk about each of these in turn.\n
  27. As many of you know, I’ve been a UX person for more than 15 years. UX has all kinds of methods and processes at its disposal to make software easier for the people who use it. And it seems like none of those insights have historically been applied to content management interfaces.\n
  28. Let’s fade to black here while I tell you a story. Most of my best insights about where this field needs to go come from me looking back on times in my career where I’ve screwed up. In this case, I’m working for a major magazine conglomerate on a number of projects, including redesigns of many of their properties, and putting in a new CMS. I was leading the UX team for the engagement, and I would sit in all these executive presentations in the fancy conference room. The executives would sit over here, and I’d outline my vision for the new user experience, and the projector screen was over here, and we’d show them what that would look like. But next to the screen was a door. And beyond that door was where the developers who were implementing the new CMS sat. And I knew that I should not be presenting any concepts for what the front-end user experience would be like without understanding what the workflows would look like for the content producers. I knew that I should be in there, sitting with the developers, making sure that the experience for the content creators would be every bit as good as the experience for the end user. And I would sit in those meetings, and I would stare at that door, and I knew I should walk through it.\nAnd I didn’t. Because it was too hard. Because it wasn’t in scope. Because I didn’t know what control I would have over the CMS interface design. Because I was afraid that by doing so I would call into question in the client’s mind the wisdom of all our decisions, both on the front-end design and the CMS package WE recommended. And so I did nothing. And predictably the editorial staff HATED the new CMS, and some of the features we proposed couldn’t be implemented because producers either could not or would not do what the CMS required. And I’ve always regretted that.\n\nBecause, see, if you are in the business of creating content — and these days, who isn’t? — then the efficiency of your content workflow directly contributes to value for your business. \n
  29. Do you know anyone who’s looking at analytics data on the performance of their CMS? I don’t.\nIf you were running an ecommerce site, you would optimize the hell out of those workflows. Delays, dropoffs, timeouts, errors: all result in lost revenue.\nIf you're a content-focused business, your content workflow is like an ecommerce workflow. And we have to start doing a better job of designing CMS interfaces for the people who use them.\n\n
  30. This means we need to evaluate potential CMSes based on more than technical architecture, feature checklists, more than just the system requirements, security requirements and support requirements.\n
  31. We have to stop talking about “usability” in CMSes as being about having a WYSIWYG toolbar, cute interface widgets, or an attractive font and color palette. Those things are nice, but true usability comes from understanding the complexity of the workflow: how the content is structured, what metadata is in place, and how pages get built dynamically based off business rules.\n
  32. To do that, we have to use the same skills that UX people have employed for decades to understand and design for people’s tasks, behaviors, and mental models. You CAN do contextual inquiry with content creators. You CAN map out the content creation workflow across the organization. And you CAN demand that the CMS technology adapt to the user, rather than expecting the user to adapt to the technology. That’s user experience 101 guys, and it’s time we signed up for that class.\n
  33. I’m not saying we need to do this just because I care about the people who create content — though I do, I want them to be happy.\n
  34. I’m saying this because if you give people better tools to use, if you remove the pain points from their daily workflow, they will do better work. They will create more and better content. And that means value to the business.\n
  35. Many of you have probably heard me say this before, but we are in the business of helping organizations evolve, it’s change management. The web, mobile, digital media have changed WAY faster than most businesses can keep up. Companies move slowly, and most companies are not yet organized to deliver great digital products and services.\nIf you haven’t read Jonathan Kahn’s great piece for A List Apart on this subject, you should stop listening to me and go read it right now.\n
  36. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  37. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  38. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  39. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  40. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  41. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  42. See, in the beginning, there was marketing, and there was IT. And it was good, because these people never had to talk to each other. Then the web came along, and marketing and IT had to sit around a conference table trying to make joint decisions about how the website should work. User experience came in to mediate, to speak the language of both groups, and to get everyone focused on the most important goal, meeting the needs of the user.\nContent plays a role as a subset of all of these. Content marketing, content management technology, and content strategy as an aspect of UX, advocating for the user or the reader.\n\nBut here, in this room, our goal is to have content strategy seen as a vertical, to integrate these various perspectives. But this is not how organizations are structured.\n
  43. I believe that we in content strategy—and in user experience, and really anyone working in digital—are in the midst of a long, slow slog to change the way that businesses work so that we can deliver great digital products and services. It means changing the way that companies structure themselves, changing or realigning the categories of the traditional org chart.\n\n
  44. It means changing the way people are incentivized, because as this classic management article tells us, “It’s the reward system, stupid.” Right now we are committing the folly of incentivizing old, outdated, business practices, and hoping that great digital content or great user experiences will result. \n
  45. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  46. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  47. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  48. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  49. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  50. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  51. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  52. Let’s talk about YOUR role in all this. People’s performance in organizations can be measured on two axes: competence and likablity. People who are good at both are dreamy rockstars, and of course, everyone in this room is a dreamy rockstar to me. On the opposite end, incompetent jerks usually don’t last long in organizations. I’ve said for years that you cannot be a jerk and suck at your job. But what about the people in the middle, the competent jerks and the lovable fools? It’s tempting to think that we will persuade people with our competence, even if we have to be jerks about it. But the real change agents within organizations are the lovable fools, because people like them and trust them, they’re the glue that holds the company together.\n\nIf you were designing a program to communicate new practices or principles throughout an organization, how would you select the messengers? Star performers? The ones who argue loudest and longest? Or do you chose the people who, because others will like them and will listen to them, are going to be good evangelists for the new ideas? It’s okay to embrace your role as a lovable fool. \n
  53. Moving on, I want to talk about what I think is the biggest challenge facing businesses today, even if they don’t know it yet, which is how they are going to deal with the proliferation of mobile devices. There’s been some great discussion on this topic on the CS Google Group over the past couple of days.\n
  54. Let’s look at a case study of how two different organizations have handled this problem.\n
  55. NPR is America’s National Public Radio, and Conde Nast is the large magazine publisher of titles like Vogue, the New Yorker, and Lucky. \nConde has invested heavily in developing custom apps for the iPad for some of their flagship titles like\n
  56. \n
  57. \n
  58. \n
  59. When the iPad first launched I had a conversation with the great Paul Ford, who teaches the content strategy course in the MFA program where I teach design management, and he said: we’re about to usher in a golden age of PDFs on the iPad.\n
  60. And maybe Conde Nast would be better of if that’s what they did. Instead, they’re investing in even more art direction, using their print staffers to create two custom layouts each month, one for portrait and one for landscape. \n\n
  61. To me, this looks like an organization desperately clinging to what it knows best: believing that the art direction, the layout, the design, the production values are what will make them successful in digital. Or, as one commenter said,\n
  62. It’s like they are hearkening back to a time in the 1980s when print advertising rates were at an all time high, everyone had limos pick them up to take them to work, mid-afternoon a guy with would come through the aisle, pushing a cart loaded with cocaine.\n\nThe 80s are gone, and custom art-directed apps aren’t going to bring them back.\n
  63. So, let’s contrast that strategy with how NPR has approached the problem. NPR has invested in something that’s not nearly as sexy as what Conde Nast is doing. It’s an API which supports something they call “COPE”: Create Once, Publish Everywhere. It’s the exact opposite direction: instead of investing time in custom layouts and art direction, they’re investing in true separation of content from form.\n
  64. What this means is that they can easily take content, whether created in-house or provided by partners, and push it out through their API to an amazing variety of devices and platforms. So here you can see the exact same story about Winnie The Pooh on:\n
  65. \n
  66. \n
  67. \n
  68. \n
  69. \n
  70. An iPhone app that offers streaming audio from more than 500 public radio stations streams across the United States.\n
  71. WBUR in Boston\n
  72. MPR in Minneapolis\n
  73. \n
  74. ITunes desktop app\n
  75. Made possible by a CMS that is set up to guide content creators through developing different sizes and formats for content, and that presumably people like using\n
  76. And an API, which makes it possible to separate content from presentation. It means that all the various websites and mobile websites and mobile apps and desktop apps that I just showed you can access this content, and then make their own decisions about how to visually present it.\n
  77. So, how well have each of these strategies paid off?\n
  78. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  79. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  80. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  81. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  82. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  83. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  84. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  85. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  86. Compared with print editions that sell hundreds of thousands of copies every month, the Conde Nast iPad apps aren’t doing so well. The numbers released for Fall 2010 show consistent declines, and the fact that they haven’t released more positive numbers for 2011 suggests things haven’t gotten better.\n
  87. NPR, on the other hand, has seen a dramatic increase in the number of pages that get viewed, which presumably means a lot more people are engaging with it. In fact, they’ve seen their page views go up 80%.\n
  88. The reason their page views have gone up 80%? They attribute it directly to their API. But more important, they’re saving time and money because they don’t have to do custom development so every new platform can access the content, which means that the time to design and launch each new app is much lower.\n\nI don’t tell you this story because I’m here touting APIs. In fact, I’m really afraid that someone is going to come up to me after this talk and ask for advice on implementing an API, and my response is going to be “I like cake.” There are other people here who are way smarter about actually doing this than I am.\n
  89. I tell you this story because I think it reflects a real crisis, and a real opportunity for the content strategy field.\n\nFor years, we’ve been telling web designers: The web is not print. You do not have control. You cannot have pixel-perfect layouts. You have to think in flexible, dynamic systems. And in return, we got web standards, which allowed us to create designs that would work across platforms or browsers. \n\nAnd today, the same people who gave us web standards are innovating around “responsive” or “adaptive” web design techniques to help companies maintain one code base and serve the same content and design across mobile handsets, tablets, and desktop websites. \n
  90. The great Ethan Marcotte, author of Responsive Web Design, frames it from a content perspective: businesses can barely keep up with the demands of their desktop websites, how do you expect them to maintain all these different platforms?\n\nWhen I look at this I see the design and developer community picking up OUR slack. So while designers and developers are innovating, content creators are too often still doing things the same old way. We moved from letting content creators think about where something would live in a book or a document to letting them think about where it would live on a webpage. And, as Lisa Welchman says, thinking about where something “lives” on a “web page” is pretty 1999.\n
  91. We let people get away with having a “Microsoft Word-like” interface” for people “who know nothing about HTML and want to keep it that way.” And the problem with that is we aren’t teaching people what it means to structure content so it can be reused across devices, the way NPR does it.\n
  92. The best summation of this concept comes from a guy named Ethan Resnick, who explained “Metadata is the new art direction.” \n\nWhat this means is that the art of constructing pages or sites or apps is now not just about making custom designed layouts. It’s about figuring out how to to use logic, business rules, search queries and metadata to build dynamically generated pages. \n
  93. The way we are all going to survive and thrive when dealing with mobile is by thinking more flexibly about our content. And it’s about having an underlying content framework—a reusable content store—that is ready to support publishing to all these different platforms. And to do that means we have to start teaching people, ordinary people, not just librarians and database architects, what it means to think in content systems.\n\nI know there are people here who will say “the tech comm people have been talking about this for YEARS.” Or “Isn’t this just refried information architecture?” And the truth is, yes it is. It’s foundational work that we can now apply as we attempt to deal with the even greater challenge of mobile.\n\nWe as a community have a responsibility to honor and respect the work that has been done by communities that came before us. And the best way for us to honor them, is to learn from them, take up the torch, and carry it forward. \n
  94. I see an opportunity.\n
  95. The same attention to tasks, workflow, and interface design in our CMSes as we put into the front-end experience\n
  96. We slowly help all the businesses we work with recognize that they are now in the business of creating digital products and services, and they need to change the way they work, they way they’re organized, and the way they reward people to support that.\n
  97. And we capitalize on this great opportunity to use mobile as the wedge that gets people to understand that we’re not writing books or documents or web pages: we are creating a well-structured, reusable content framework. \n\nWe have a real opportunity here, we have attention, we have community, and we have passion. Let’s not waste it.\n
  98. \n