Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Rachel Lovinger, profile picture
Uploaded byRachel Lovinger
PDF, PPTX14,304 views

Content in the Age of Promiscuous Reuse

The document discusses the importance of flexible, structured content in the digital age, emphasizing the need for content reuse across various platforms and devices. It outlines tactics for effective content management, including the use of responsive design, content modeling, and adherence to web standards. The author highlights the challenges related to content creation and the necessity for user-friendly tools to facilitate these processes.

Related topics:
Content Strategy•Responsive Design Insights•
Download as PDF, PPTX
CONTENT IN THE AGE OF PROMISCUOUS REUSE Rachel Lovinger @rlovinger CS Forum 2012 Page 1 Photo by spakattacks
About Me: Rachel Lovinger Experience Director, Content Strategist Razorfish, New York Co-editor of content strategy blog scatter/gather: http://scattergather.razorfish.com Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) Page 2 © 2012 Photo by Rohanna Mertens
A Story of Reuse New York City Subway Page 3 © 2012
Page 4 © 2012
Page 5 © 2012 Photo by jaimekop
Route Change: This map is not in use Name of Station has changed Page 6 © 2012
Page 7 © 2012
REUSE REQUIRES FLEXIBILITY
A Story of Structure Chunks vs. Blobs Page 9 © 2012
Blob: A Tweet Author Content Blob Date Page 10 © 2012
Blob: A Blog Post Title Author Date Content Blob Tags Page 11 © 2012
Chunks: A Recipe Title Author Show Episode Tags Time Image Yield Caption Level Ingredient 1 Ingredient 2 Ingredient 3 Guide / Etc… Menu Directions Page 12 © 2012 Recipe © Food Network
Recipe: From Web to Mobile Page 13 © 2012
Someday, Intelligent Cooktops Google Cooktop designed by Sarah R. L. Johnson, Page 14 © 2012 Screenshot from A Day Made of Glass… by Corning
BLOBS are FIXED, RIGID CHUNKS are FLEXIBLE
A Story of Evolution The need for STRUCTURE follows the rise of REUSE Page 16 © 2012
Support Documentation Technical Communications • Since before the Web • Help content and manuals, for print and digital • Structured content delivered as print docs or hypertext files • Provides topic-based just-in-time content • Change Management: updates & translation Docs Page 17 © 2012
Boeing: Change Management Page 18 © 2012 Photo by Darren Olivier
Boeing: Change Management 31 million pages : Imagine distributing printed updates. 1999: CDs took up considerably less space Docs - 20 years Page 19 © 2012 Photo by Boeing
Web Publishing Editors & Template/CMS developers When redesigning a site we thought about: • Reusing articles & photos throughout the site • Distributing content to sister sites • Syndication to partner channels This required the content to be flexible. [This was largely pre-social & pre-mobile. Now we’d also consider: • Sharing on social sites and content aggregators • Appearance of content on mobile devices ] Docs Web - 10 years Page 20 © 2012
EW.com: Syndication Page 21 © 2012
Responsive Design Mobile Web/App Designers • We’re now looking at everything on the phone • Pages & content created for the desktop don’t always work well on mobile • Content creators don’t want to produce a different set of assets for each channel Docs Web Mobile+ Now Page 22 © 2012
Mobile: Ubiquity Page 23 © 2012 Fail Images from MobileWebFail
Mobile: Ubiquity Page 24 © 2012
Reading on tablets Page 25 © 2012 Photo by TheCreativePenn
Streaming to TVs Page 26 © 2012 Photo by Dennis S. Hurd
Broadcasting to our own cars Photo by HighTechDad Page 27 © 2012
Boeing manuals: Incredibly challenging Now, the entire Internet is in everyone’s pocket Photos: Boeing by Darren Olivier, Pocket by lululemon athletica
Now we’re ALL responsible for structuring content. It CAN be done. (And it’s not just a tech issue.)
A Story of Tactics Ok, But How? Page 30 © 2012 Photo by avinashkunnath
Why content people need to get involved People who aren’t thinking about the broader meaning, purpose and uses of the content, are more likely to create: • Single-use, single-context content • Painful CMS interfaces • Unsustainable workflows Page 31 © 2012
We need • Flexible, reusable content • Easy-to-use tools and processes Page 32 © 2012
Content Management Separate the content from the display by using a CMS Warning: WYSIWYG formatting fails to indicate meaningful structure Page 33 © 2012 Image courtesy of Miva Merchant
Responsive Design Presentation layer defines display, per channel or device Page 34 © 2012 Photo by jiraisurfer
Content Modelling Translate designs into flexible content chunks Artist Profile Chart Song Album Page Content Types Content Attributes Page 35 © 2012
Web Standards Use existing standards so content plays well with others … Etc. “The great thing about standards is, there are so many to choose from” Page 36 © 2012
Rich Metadata Help systems understand what to do with the chunks Page 37 © 2012 Image courtesy of Wall Street Journal
User-friendly Tools Demand easy-to-use tools with advanced features Example: Drupal 7 supports web standards & rich metadata Page 38 © 2012
Structured content may feel like a brand new problem, but people have been thinking about it for a long time. Photo by Thomas Hawk
Recap: Tactics for Structured Content 1. Content Management 2. Responsive Design 3. Content Modelling 4. Web Standards 5. Rich Metadata 6. As always: need more user-friendly tools! Page 40 © 2012
We’ve solved for these problems in the past. Now we have to simplify & scale the solutions.
A Story of Knowledge Where to Learn More Page 42 © 2012
Karen McGrane Rahel Bailie & Noz Urbina Sara Wachter-Boettcher Content Strategy for Mobile Content Strategy for Decision Makers Content Everywhere Bob Boiko Ann Rockley & Charles Cooper Heather Hedden Content Management Bible Managing Enterprise Content The Accidental Taxonomist Page 43 © 2012
Online Resources Start here: • My SlideShare page: http://www.slideshare.net/rlovinger/ • Nimble: A Rasorfish Report on Publishing in the Digital Age • Stephen Hay: Structured Content First • Daniel Jacobson, NPR: COPE: Create Once, Publish Everywhere Then, since there are way too many to list… • Additional Links: http://blog.rachellovinger.com/resources • And: @rlovinger Next… Page 44 © 2012
People to Follow At the intersection of Content Strategy, Responsive Design, Structured Content, and the Future-Friendly Web. • Cleve Gibbon (@cleveg : slideshare : blog) • Karen McGrane (@karenmcgrane : slideshare : blog) • Rahel Anne Bailie (@rahelab : slideshare : blog) • Sara Wachter-Boettcher (@sara_ann_marie : slideshare : blog) • Noz Urbina (@nozurbina : slideshare : blog) • Cennydd Bowles (@Cennydd : blog) • Luke Wroblewski (@lukew : slideshare : blog) • Ethan Marcotte (@beep : blog) • Brad Frost (@brad_frost : slideshare : blog) Page 45 © 2012
Thanks ! rachel.lovinger@razorfish.com @rlovinger Page 46 © 2012 Photo by EricGjerde