1. Planning Beyond
the Page
Creating content that survives your next redesign
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@eaton at #nowwhat14
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2. Hi. I’m @eaton!
I’m with Lullabot.
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Strategy, Design, and Development

3. Pages aren’t content
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4. Pages aren’t content
They’re where it lives
3

5. Two web
developers
walk into a bar…
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6. That’s a lot
of pages!
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7. 6

8. 6

9. 6

10. 6

11. 6

12. 7
Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)

13. 7
Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)

14. 8

15. 9
Web

16. 10
Web Apps

17. 11
Search Social
Email
APIs
Print
FeedsWeb
Apps

18. Page : Content
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19. Page : Content
12

20. 13

21. “The way we publish on the web is mostly derived
from what we know about putting ink on paper.
The future is content in smaller, discrete objects
that can be assembled into new containers.
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Karen McGrane, Harvard Businss Review

22. “The way we publish on the web is mostly derived
from what we know about putting ink on paper.
The future is content in smaller, discrete objects
that can be assembled into new containers.
15
Karen McGrane, Harvard Businss Review

23. on the web is mostly derived
about putting ink on paper.
t in smaller, discrete objects
ed into new containers.
15
Karen McGrane, Harvard Businss Review

24. Pulling apart
your pages
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25. ‣ Describe services, products, etc.
17

26. 18
ArticleTopicBioAdReviewProductGalleryService

27. 19
Article
Topic
Bio
Ad
Review
Product
Service
Gallery

28. TitleAuthorTaglinePull quotePhotoDatelineSummaryPhotoBody
19
Article
Topic
Bio
Ad
Review
Product
Service
Gallery

29. 20
Article Title
Author
Tagline
Pull quote
Photo
Dateline
SummaryPhoto
Body

30. ‣ Describe services, products, etc.
‣ Identify reusable chunks
21

31. 22
$ $ $

32. 23

33. 24

34. 24

35. ‣ Describe services, products, etc.
‣ Identify reusable chunks
‣ Define audience needs, messages
25

36. 26

37. 26

38. 26
?
$

39. ‣ Describe services, products, etc.
‣ Identify reusable chunks
27

40. ‣ Describe services, products, etc.
‣ Identify reusable chunks
‣ Define audience needs, messages
27

41. ‣ Describe services, products, etc.
‣ Identify reusable chunks
‣ Define audience needs, messages
‣ Set clear business goals
27

42. What we used to call
‘the page’ has become
a unit of business intent.
28
Michael Keara, @useradvocate

43. 29
Page
An assembly of
content that serves
a specific goal

44. For example…
30

45. The Lark Cookbook
Turning big ideas into small, reusable pieces
31

47. 33

48. 34
MediaMediaMediaPlate
Recipe
Step
Ingredient
Technique
Media
Season
Varietal

49. 35

50. The NAMM Foundation
Prioritizing critical messages and audiences
36

51. 37

52. Testimonial Article
Audience
Factoid
38
Project Award Resource
Parents
Teachers
Donors

53. 39
NAMM Foundation Site
NAMM Foundation Blog
Your Community
Best Communities Data†
Survey Promotion
Music Teacher Finder†
Music Merchandiser Finder†
Why Music Matters
Resources for EducatorsRecruitment and Retention
Tips for Success
Downloadable Teaching Tools
Blog posts for Educators What We Do
Get Involved
Webcasts
Sign up
Action Kits and Downloadables
Advocacy Blog Posts
Donation
Partner Orgs and other Resources*

54. The Tech Guy
Organizing around user needs
40

56. 42
Episode Question
Guest
Story
Station
Topic

58. BBC “DataPics”
Identifying new patterns in your content
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59. 45

60. “It was clear that a pattern was beginning to
develop…What was initially a bespoke one-off
feature became a regularly commissioned
standard.
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Chris Ashton, Responsive News

61. Data Pic
Title
Text
Image
Icon
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62. Data Pic
Title
Text
Image
Icon
47

63. Small, meaningful pieces
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64. Small, meaningful pieces
Think about those pieces
before the pages
48

65. Isn’t this
someone
else’s job?
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66. Isn’t this
someone
else’s job?
49

67. Are you in a small
business (or team)?
50

68. Are you in a small
business (or team)?
You’re going to wear lots of hats.
50

69. Are you bringing in
consultants?
51

70. Are you bringing in
consultants?
They’ll ask you these questions, too.
51

71. Are you “just” the
webmaster?
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72. Are you “just” the
webmaster?
Writers, developers, and designers
need the big picture, too.
52

73. Content is meaning
and communication
53

74. Content is meaning
and communication
Plan the pieces
before the pages
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75. 54