This document discusses the need for organizations to future proof their content by moving away from the WYSIWYG (What You See Is What You Get) model and embracing structured content that can be published across different devices and interfaces. It notes the rise of mobile internet usage and importance of designing content that works well on phones and tablets in addition to desktops. The document advocates for using structured metadata to describe content and relationships so it can be reused and displayed in different contexts. It provides examples of how organizations like NPR and OPB structure their content to publish everywhere.

1. FUTURE PROOFING
YOUR CONTENT
(Or, Death to the WYSIWYG)
#14NTCwysiwyg

2. Brett Meyer
Content Strategist
@brett_meyer

3. Death to the
WYSIWYG?

4. XEROX PARC

5. “You mean, what I see
is what I get?”
Karen Thacker
Wife of Chuck Thacker

6. Desktop Publishing

7. “It's gambling that the world is
ready to accept a new
standard. My personal point
of view is that the world is not.”
Peter McWilliams
Author, Personal
Computer Book, on NPR,
1984

8. And so,
here we are...

9. WYSIWYG

10. Wordpress generated
40,000,000,000 pageviews in
2012 from its 60,000,000
blogs.
J. O’Dell
VentureBeat

11. 2014 Nonprofit Content Marketing Report

12. 2014 Nonprofit Content Marketing Report

13. 1,500,000 Nonprofits in the
United States
GrantSpace.org

14. That’s
a lot
of content.

15. But the Internet
isn’t print.

16. So let’s talk about mobile

17. There will come a point at
which no one will need to ask
“Why would somebody want
to do that on mobile?”
Karen McGrane
The Mobile Content
Mandate

18. 63% of U.S. adults use their
phone to go online.
Pew Research

19. 31% only or mostly use the
Internet on mobile.
Pew Research

21. 59% of low-income
Americans have no
broadband Internet access at
home.
Pew Research

22. 43% of low-income
Americans only or mostly
use the Internet on mobile.
Pew Research

23. The Raw Numbers from Pew

24. 2 to 3 billion people will
come online globally through
the mobile internet over the
next decade.
McKinsey

25. Only 16% of consumer
brands have a mobile
strategy.
Digiday

26. There will come a point at
which no one will need to ask
“Why would somebody want
to do that on mobile?”
Karen McGrane
The Mobile Content
Mandate

27. The people who will make
that happen are the people
who are adopting mobile
devices ... because they do
not have access to a
personal computer.
Karen McGrane
The Mobile Content
Mandate

28. And what about this?

29. And this?

30. Don’t even get me started...

31. The future: audio interfaces

32. “You don’t get to decide
which device people use to
go on the Internet. They do.”
Karen McGrane
The Mobile Content
Mandate

33. But not everybody gets
to choose.

34. Remember WYSIWYG?

35. Blobs
vs
Chunks

36. NPR’s COPE

37. Create Once

38. Publish Everywhere

39. NPR.org

40. NPR.org: Desktop

41. NPR.org: Tablet

42. NPR.org: Phone

43. NPR.org: iPhone App

44. NPR.org: iPhone App

45. NPR.org: iPad App

46. NPR.org: iPad App

47. OPB.org

48. OPB.org

49. Structured content

50. Create Once

51. Publish Everywhere

52. NPR’s API

53. NPR’s API

54. New York Times

55. Boston Globe

56. Song Structure

57. Nothing exciting here

58. Content Type: Album

59. Content Type: Album

60. Content Type: Song

61. Content Type: Song

62. Content Type: Performance

63. Content Type: Performance

64. Interlude: Metadata

65. Descriptive metadata is
explicit information
supplied about a user,
resource, or event.

66. PJ Uses Metadata

67. And so do nonprofits,
just like yours.

68. Interlude: Paradata

69. Paradata is information
about relationships
between users and
content.

70. Amazon Uses Paradata

71. Beyond
Structured Content

72. NPR.org Revisited

73. NPR.org Revisited

74. Jeff Eaton
The Battle for the Body
Field
Reporters and editors insisted it would
cripple their work. They needed to mix
in multiple videos, a gallery and a poll,
or several related article teasers, at
specific points in each article.

75. Store meaning, not
appearance, in the
body field.
Jeff Eaton
The Battle for the Body
Field

76. WYSIWYM

77. WYSIWYM
What You Say Is
What You Mean

80. OPB Revisited

81. Talking Points

82. Talking Points

83. Talking Points

84. Talking Points

85. The Toolset

86. The Toolset

87. The Toolset

88. The Toolset

89. Some Resources

90. What did you think?
Evaluate this session!
Or, search by session title at www.nten.org/ntc/eval
When you evaluate a session, you will be entered to win a prize!