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The Next-Generation CMS Authors Need You to Create

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The Next-Generation CMS Authors Need You to Create

  1. 1. Scalable, Adaptive, Agnostic The Next-Generation CMS Authors Need You to Build Meghan Seawell MinneBar - April 7, 2012 @m3ggiesue #minnebarCMS
  2. 2. Everything is content. #minnebarCMS
  3. 3. Proliferation of devices ● Shipments of smartphones + tablets exceeded that of PCs in 2011 ● 60% of time spent on smartphones comprises new activities ● Global mobile data traffic expected to grow to 26x its current volume over next 5 years ● 5.3 billion mobile subscribers worldwide (77% of the world population) mobiThinking, “Global mobile statistics 2011,” http://mobithinking.com/mobile-marketing- tools/latest-mobilestats
  4. 4. "Mobile as we know it today is the tip of the iceberg." Noz Urbina #minnebarCMS
  5. 5. More devices means... ● More platforms ● Different display ● Varying content needs ○ context ○ interaction #minnebarCMS
  6. 6. CMS today #minnebarCMS
  7. 7. "Fragmenting our content across different 'device- optimized' experiences is a losing proposition, or at least an unsustainable one." Ethan Marcotte #minnebarCMS
  8. 8. Responsive design ● Adjusts display ● Suppresses content ● Does not assume context ● Adaptive ● Limited
  9. 9. "Resizing visuals is not the solution to platform proliferation." Ann Rockley #minnebarCMS
  10. 10. Today, we're still... ● Retrofitting content to fit new design ● Chasing authors for revisions/adjustments at back-end ● Having non-authors make content decisions ○ what to suppress? ○ what to display? #minnebarCMS
  11. 11. But what if... ● We built a system that could send content anywhere it needs to go? ○ anywhere it might need to go in the future? ● Instructions for handling content were written into the content itself? ● Instead of building containers, then filling them with content, we created "content like water" that flows into anything? #minnebarCMS
  12. 12. The vision ● "Content store" ○ Consistent structure ○ Well tagged ● Create once ● Travels everywhere #minnebarCMS
  13. 13. Intelligent content ● Structurally rich ○ semantically structured ○ structure has meaning ○ easily manipulated ● Semantically aware ○ tagged with metadata ● Discoverable ● Reusable ● Reconfigurable #minnebarCMS
  14. 14. "The more structure you put into content, the freer it will become." Rachel Lovinger #minnebarCMS
  15. 15. #minnebarCMS
  16. 16. What NPR did ● Defined primary content type (news story) ● Broke it into components ○ headline ○ by-line ○ copy ○ etc. ● Store in CMS, free of code ○ code = dirty ● Web publishing tools assemble and send to platforms #minnebarCMS
  17. 17. COPE http://blog.programmableweb.com/wp-content/npr_architecture_diagram.jpg
  18. 18. NPR today
  19. 19. Dramatically different? ● Primarily an author mentality shift ○ from pages to topics ○ for multiple platforms ○ in granular chunks ● Shift in perceptions about CMS ○ inclusion of presentation layer ● Technology can do this already ○ but not in a way that's accessible #minnebarCMS
  20. 20. What we need to make ● Content management system that doesn't generate display ○ leaner ○ scalable ● Easy to create intelligent content ○ structurally rich ○ semantically aware ● Author-friendly content creation ○ highly usable #minnebarCMS
  21. 21. STEP 1 Design the author experience. #minnebarCMS
  22. 22. "CMS is the enterprise software that UX forgot ." Karen McGrane #minnebarCMS
  23. 23. Two employees, one CMS ● Jane, central marketing ○ plans elaborate content system ■ structure ■ channels ■ workflow ○ needs to implement ● Lisa, outbased SME ○ has knowledge about topic ○ needs to get her information out #minnebarCMS
  24. 24. Profile of an author ● Goal: Get info out ● Knowledge areas ○ topic (SME) ○ company/organization ○ writing (maybe) ● Pain points ○ coding ○ metadata ○ finagling technology #minnebarCMS
  25. 25. Lisa's needs ● Clarity ○ "My information goes here!" ○ "I know what this field means!" ● Simplicity ○ "All I need to do is type!" ● Parameters ○ "This text can only be 200 characters!" ● Predetermined choices ○ "Now I select my editors!" #minnebarCMS
  26. 26. STEP 2 Workflow – for people. #minnebarCMS
  27. 27. Workflow questions ● Will workflow be linear? ○ writer to editor 1 ○ editor 1 to editor 2 ○ editor 2 to publisher ● Route to multiple editors? ● How will changes be tracked? ● When will display be previewable? #minnebarCMS
  28. 28. The CMS that gets preview right will win. #minnebarCMS
  29. 29. STEP 3 Establish/enable content hierarchies. #minnebarCMS
  30. 30. How to define structure? ● Jane can establish content structure within the CMS ● XML ○ travels ○ customizable ● Include standard option ○ DITA? RDF? OWL? ○ Opportunity to be creative #minnebarCMS
  31. 31. Organization within CMS ● How to define content hierarchy? ○ today, by website navigation ○ in structured, hierarchies may vary across platforms ○ by company/org structure? ● What information about content needs to be visible? filterable? ○ content name? ○ last edited? (by whom?) ○ where published? #minnebarCMS
  32. 32. Related content ● Supports or related to topic ○ images ○ documents ○ other topics ● Where do relationships live? ○ within each topic? ○ in separate location? ○ multiple places? #minnebarCMS
  33. 33. Derivative content ● Modified for different applications ○ Donate - Original ○ Donate - Volunteer Extravaganza 2012 ● Parent-child relationship? ○ how to differentiate from other content hierarchies #minnebarCMS
  34. 34. Formatted content ● Inherent format ○ bulleted lists ○ numbered lists ○ tables ● Can it live in a format- free environment? #minnebarCMS
  35. 35. STEP 4 Interact with platform publishing tools. #minnebarCMS
  36. 36. Platform publishing ● How much capability to include? ○ open, available for access? ○ preview functionality? ○ show "site" maps? ○ altogether separate app? ● Any inclusion must be distinctly separate from content creation and management #minnebarCMS
  37. 37. STEP 5 Collaborate. #minnebarCMS
  38. 38. By working together, across disciplines, we can create adaptive content systems that can go wherever the future takes us. #minnebarCMS
  39. 39. Learn more at... ● Managing Enterprise Content, Ann Rockley, http://www.rockley.com ● Nimble Report, Rachel Lovinger, http://nimble.razorfish.com ● Intelligent Content Conference slides, http://www.slideshare. net/intelligentcontent ● Delivering Dynamic Content Solutions Using XML, Noz Urbina, http: //www.slideshare.net/nozurbina ● Future-Ready Content, Sara Wachter-Boettcher, http://www.alistapart. com/articles/future-ready-content/ ● Content strategy Google group, http://groups.google. com/group/contentstrategy?pli=1
  40. 40. Get in touch ● Meghan Seawell ● @m3ggiesue ● meghan.seawell@gmail.com ● linkedin.com/in/meghanseawell #minnebarCMS

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