Structure to the rescueStructure comes from:- Content knowledge- Finding patterns- Patterns help establish content types Event listings Help Modules News Blog Posts Press Releases Product description Articles Directories Research Papers Proﬁles Bios Product Listings …
Structure to the rescueContent types create a content system:- Systems give us options- Every bit of structure gives us the option to make a rule.- Rules tell our content what to doStructure helps content move.
If [content type]is in [situation],then [do this with]the [content elements]. Structuring Content, Restructuring Organizations - CS Forum 2012 Sara Wachter-Boettcher
If [a recipe]is in [the app],then [include] the[ratings] before the[ingredients]. Structuring Content, Restructuring Organizations - CS Forum 2012 Sara Wachter-Boettcher
Blob vs. ChunksBlob: A tweet Author Content blob RT / Favorites Date
Blob vs. ChunksBlob: TitleA blog post Author Date Content blob Tags
Blob vs. ChunksChunks:A recipe Title Ingredient 1 Direction 1 Image Ingredient 2 Direction 2 Ingredient 3 Direction 3 Prep. time … … Cook time Serves
Technology Challenges Mobile web Mobile Apps TV Apps RWDBut it’s not just Tech.
Organization Challenges Old habits Mass production Web Governance Content Production vs. Strategic Business Goals Siloed teams Stakeholders
TakeawaysStructure content to make it flow.Mobile as entry point (≠ Apps)Define how content can serve strategyCreate cross-department teams focused on issues, not politicsIf possible, hire a Content Strategist
SourcesStructuring Content, Restructuring OrganizationsSara Wachter-BoettcherContent in the Age of Promiscuous ReuseRachel Lovinger