Content Strategy 

for a Mobile World
Karen McGrane
CONTENT IN A ZOMBIE APOCALYPSE
@karenmcgrane
PRINT
WEB
MOBILE
TABLETS
SMART TV
IN-CAR
STAR TREK COMPUTER
WATCHES
STADIUM SCOREBOARDS
DIGITAL SIGNAGE
REFRIGERATOR
TOAST
CONTENT
EMAIL
INTRANET
SOCIAL
MEDIA
MICROSITES
MOBILE
WEB
WEBSITE
PRINT
TABLET
APPS
MOBILE
APPS
BLOGS
SMART 

TV
IN-CAR
SY...
PROTECT OURSELVES
TRUE SEPARATION OF
CONTENT FROM FORM
The future of content management
systems is in their ability to 

capture the content in a clean,
presentation-independent...
THE WEB IS NOT A LASER PRINTER
Imitating paper on a
computer screen is like
tearing the wings off a 747
and using it as a bus on 

the highway.
—Ted Nels...
BLOBS vs. CHUNKS
STRUCTURED CONTENT
SEMANTIC METADATA
CONTENT PACKAGES
AUTHOR EXPERIENCE
SEMANTIC METADATA
Ethan Resnick,
@studip101
Metadata is a love
note to the future.
Metadata is the 

new art direction.
Jason Scott, @textfi...
CONTENT PACKAGES
A PACKAGE OF IMAGE CROPS
TRUNCATION IS NOT A
CONTENT STRATE…
AUTHOR EXPERIENCE
They hate 

all the fields.
They say they want

Microsoft Word.
WYSIWYG 

is what they 

understand.
If I had asked people what 

they wanted, they would have 

said faster horses.
—Not Henry Ford
“Beautiful software, even for back-end
users, is becoming an expectation.
We’re moving in this direction
because we now un...
THE WEB ISN’T PRINT.
THE WAY PEOPLE CREATE
CONTENT HAS TO CHANGE.
OUR FUTURE DEPENDS ON
FIGHTING OFF THE ZOMBIES
THANK YOU
@karenmcgrane

karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149
Sign up for our Content Marketing Newsletter 

and receive the latest news for Digital
Innovation Day 2015:
www.syzygy.net...
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)
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Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)

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Karen McGrane, author of ‚Content Strategy for Mobile’ and pioneer in user experience design and content strategy discusses content marketing opportunities in the disruptive rise of mobile technology. In a world, where 87% of connected device sales will be tablets and smartphones within three years, marketing has a unique opportunity, right now, to clean up crappy, outdated, useless content.
Less verbose, more succinct; less ugly, more attractive; less awkward, more intuitive; less about us, more about you.

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Content & Context: Content Strategy for a Mobile World (Karen McGrane, Bond Art + Science)

  1. 1. Content Strategy 
 for a Mobile World Karen McGrane
  2. 2. CONTENT IN A ZOMBIE APOCALYPSE @karenmcgrane
  3. 3. PRINT
  4. 4. WEB
  5. 5. MOBILE
  6. 6. TABLETS
  7. 7. SMART TV
  8. 8. IN-CAR
  9. 9. STAR TREK COMPUTER
  10. 10. WATCHES
  11. 11. STADIUM SCOREBOARDS
  12. 12. DIGITAL SIGNAGE
  13. 13. REFRIGERATOR
  14. 14. TOAST
  15. 15. CONTENT EMAIL INTRANET SOCIAL MEDIA MICROSITES MOBILE WEB WEBSITE PRINT TABLET APPS MOBILE APPS BLOGS SMART 
 TV IN-CAR SYSTEMS GOOGLE GLASS DIGITAL SIGNAGE DELICIOUS TOAST WATCHES
  16. 16. PROTECT OURSELVES
  17. 17. TRUE SEPARATION OF CONTENT FROM FORM
  18. 18. The future of content management systems is in their ability to 
 capture the content in a clean, presentation-independent way. —Daniel Jacobson, Netflix
  19. 19. THE WEB IS NOT A LASER PRINTER
  20. 20. Imitating paper on a computer screen is like tearing the wings off a 747 and using it as a bus on 
 the highway. —Ted Nelson
  21. 21. BLOBS vs. CHUNKS
  22. 22. STRUCTURED CONTENT SEMANTIC METADATA CONTENT PACKAGES AUTHOR EXPERIENCE
  23. 23. SEMANTIC METADATA
  24. 24. Ethan Resnick, @studip101 Metadata is a love note to the future. Metadata is the 
 new art direction. Jason Scott, @textfiles
  25. 25. CONTENT PACKAGES
  26. 26. A PACKAGE OF IMAGE CROPS
  27. 27. TRUNCATION IS NOT A CONTENT STRATE…
  28. 28. AUTHOR EXPERIENCE
  29. 29. They hate 
 all the fields. They say they want
 Microsoft Word. WYSIWYG 
 is what they 
 understand.
  30. 30. If I had asked people what 
 they wanted, they would have 
 said faster horses. —Not Henry Ford
  31. 31. “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
  32. 32. THE WEB ISN’T PRINT.
  33. 33. THE WAY PEOPLE CREATE CONTENT HAS TO CHANGE.
  34. 34. OUR FUTURE DEPENDS ON FIGHTING OFF THE ZOMBIES
  35. 35. THANK YOU @karenmcgrane
 karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149
  36. 36. Sign up for our Content Marketing Newsletter 
 and receive the latest news for Digital Innovation Day 2015: www.syzygy.net/newsletter

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