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IPC 2016: Content Strategy for Developers Slide 1 IPC 2016: Content Strategy for Developers Slide 2 IPC 2016: Content Strategy for Developers Slide 3 IPC 2016: Content Strategy for Developers Slide 4 IPC 2016: Content Strategy for Developers Slide 5 IPC 2016: Content Strategy for Developers Slide 6 IPC 2016: Content Strategy for Developers Slide 7 IPC 2016: Content Strategy for Developers Slide 8 IPC 2016: Content Strategy for Developers Slide 9 IPC 2016: Content Strategy for Developers Slide 10 IPC 2016: Content Strategy for Developers Slide 11 IPC 2016: Content Strategy for Developers Slide 12 IPC 2016: Content Strategy for Developers Slide 13 IPC 2016: Content Strategy for Developers Slide 14 IPC 2016: Content Strategy for Developers Slide 15 IPC 2016: Content Strategy for Developers Slide 16 IPC 2016: Content Strategy for Developers Slide 17 IPC 2016: Content Strategy for Developers Slide 18 IPC 2016: Content Strategy for Developers Slide 19 IPC 2016: Content Strategy for Developers Slide 20 IPC 2016: Content Strategy for Developers Slide 21 IPC 2016: Content Strategy for Developers Slide 22 IPC 2016: Content Strategy for Developers Slide 23 IPC 2016: Content Strategy for Developers Slide 24 IPC 2016: Content Strategy for Developers Slide 25 IPC 2016: Content Strategy for Developers Slide 26 IPC 2016: Content Strategy for Developers Slide 27 IPC 2016: Content Strategy for Developers Slide 28 IPC 2016: Content Strategy for Developers Slide 29 IPC 2016: Content Strategy for Developers Slide 30 IPC 2016: Content Strategy for Developers Slide 31 IPC 2016: Content Strategy for Developers Slide 32 IPC 2016: Content Strategy for Developers Slide 33 IPC 2016: Content Strategy for Developers Slide 34 IPC 2016: Content Strategy for Developers Slide 35 IPC 2016: Content Strategy for Developers Slide 36 IPC 2016: Content Strategy for Developers Slide 37 IPC 2016: Content Strategy for Developers Slide 38 IPC 2016: Content Strategy for Developers Slide 39 IPC 2016: Content Strategy for Developers Slide 40 IPC 2016: Content Strategy for Developers Slide 41 IPC 2016: Content Strategy for Developers Slide 42 IPC 2016: Content Strategy for Developers Slide 43 IPC 2016: Content Strategy for Developers Slide 44 IPC 2016: Content Strategy for Developers Slide 45 IPC 2016: Content Strategy for Developers Slide 46 IPC 2016: Content Strategy for Developers Slide 47 IPC 2016: Content Strategy for Developers Slide 48 IPC 2016: Content Strategy for Developers Slide 49 IPC 2016: Content Strategy for Developers Slide 50 IPC 2016: Content Strategy for Developers Slide 51 IPC 2016: Content Strategy for Developers Slide 52 IPC 2016: Content Strategy for Developers Slide 53 IPC 2016: Content Strategy for Developers Slide 54 IPC 2016: Content Strategy for Developers Slide 55 IPC 2016: Content Strategy for Developers Slide 56 IPC 2016: Content Strategy for Developers Slide 57 IPC 2016: Content Strategy for Developers Slide 58 IPC 2016: Content Strategy for Developers Slide 59 IPC 2016: Content Strategy for Developers Slide 60 IPC 2016: Content Strategy for Developers Slide 61
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IPC 2016: Content Strategy for Developers

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Long gone are the times where we could get away with creating websites which were pixel-perfect replications of a printed brochure. But publishing to multiple channels, multiple devices, multiple audiences not only creates challenges on the editorial side: how should developers approach content and create content types which support the purpose of the website? What’s a modern approach to CMS-based projects?

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IPC 2016: Content Strategy for Developers

  1. 1. Content Strategy
 for Developers
  2. 2. Robert Lemke CEO Flownative
 Project Founder Neos
 
 robert@flownative.com
 @robertlemke
  3. 3. “Content strategy is […]
 a repeatable system that governs the management of content throughout the entire content lifecycle. Rahel Anne Bailie IntentionalDesign Inc.
  4. 4. “Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance. Steven Grindlay et al. Content Strategy Alliance
  5. 5. “Okay, content is important, sure, but we really have to get that website done now. Joseph M. Manager Your Average Web Agency Inc.
  6. 6. just take the content from the old website for now!
  7. 7. HOW DID THAT LOREM IPSUM END UP ON THE LIVE SITE ?!!
  8. 8. Let’s take a look at a little bit of this and that. Content strategy is a broad topic.
  9. 9. 1. plan 2. assess 3. analyze 4. design 5. maintain
  10. 10. 1Purpose
  11. 11. What are we creating this website for?* * who eventually pays the bill?
  12. 12. just take the content from the old website for now!
  13. 13. User-centric design means that the product must satisfy real human needs. Content is King*
  14. 14. Make sure that everyone in the team knows the purpose.
  15. 15. “Our mission: Make everything hyper great.
  16. 16. Sell our products. > vague and meaningless
  17. 17. Sell this one cool product. > too big
 > too many steps
  18. 18. List and explain advantages of this one cool product. > maybe achievable
 > but lacking target audience
  19. 19. Show how this one cool product can help young physicians. > you know your audience
 > content can be very specific
  20. 20. A website without meaningful content
 is not worth your code.
  21. 21. 2Structure
  22. 22. Many websites
 are no better than PDFs converted
 to HTML.
  23. 23. WEB PAGES! 😱
  24. 24. What’s so bad about unstructured
 content?
  25. 25. Robots don’t understand unstructured content.
  26. 26. If robots can’t understand your content they can’t help you orchestrating it.
  27. 27. Screenshot: Karen Mc Grane
  28. 28. Don’t write for just
 one channel
  29. 29. Don’t write for just
 one channel * * okay, got ya, we’ll create a website for mobile, too
  30. 30. RWD FTW!
  31. 31. Content needs to be adaptive.
  32. 32. Start creating
 content models.
  33. 33. Create project-specific content types.
 
 Neos allows you to do that
 just with configuration,
 no programming required. Content
 Types
  34. 34. Twitter teaser?
 Apple Watch headline? If you create channel- specific content types,
 you’re probably doing it wrong.
  35. 35. Twitter teaser?
 Apple Watch headline? Short teaser. Medium teaser. Super short abstract.
  36. 36. Separation of content and presentation.
 
 This time for real.
  37. 37. Add metadata! [x] show on front page
 [x] hide in iOS app [x] breaking news
 [x] top story
  38. 38. Automate content orchestration.
  39. 39. 3Quality
  40. 40. Make content the
 central aspect of your website project.
 Invest into
 planning, analysis
 & design.
  41. 41. robert@flownative.com www.flownative.com @robertlemke your thoughts?
  • JonathanUhlmann

    Oct. 25, 2016

Long gone are the times where we could get away with creating websites which were pixel-perfect replications of a printed brochure. But publishing to multiple channels, multiple devices, multiple audiences not only creates challenges on the editorial side: how should developers approach content and create content types which support the purpose of the website? What’s a modern approach to CMS-based projects?

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