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How to Make Your Content Future-Ready
The document discusses the need for organizations to develop structured content that can be delivered across multiple platforms and devices. It emphasizes having a clear content vision, understanding user paths, identifying natural content patterns, and creating a content model. This will allow organizations to deliver the right content to the right users at the right time, through any device or screen. The benefits include more consistent, helpful and relevant content for customers, and reduced duplicate work for content creators.
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How to Make Your Content Future-Ready
- 2.
- 3. By Eva-Lotta Lamm mo’content, mo’ problems.
- 4. 68% of U.S. adultsown a smartphone. Pew Internet Project, October 2015 www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
- 5. And 86% of those18 to 29 have one. Pew Internet Project, October 2015 www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
- 6. In 2010, 88%of 18- to-29s owned a desktop or laptop. Pew Internet Project, October 2015 www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
- 7. In 2015, that numberhad dropped to 78%. Pew Internet Project, October 2015 www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
- 8. 42% use mobile duringthe B2B purchasing process. Google, “The Changing Face of B2B Marketing,” March 2015 www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
- 9. screens of all sizes,all places.
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- 13. We need content onour website.
- 14. We need content onsmall screens.
- 15. We need content forour app.
- 16. We need content inthe newsfeed.
- 17. We need content ona smartwatch.
- 18.
- 19. By moving from... •no clear goals • big blobs of text • lack of hierarchy • wysiwyg horrors • siloed pages
- 20. To... • purposeful content •modular chunks • logical patterns • cleanly stored info • connected content
- 21. We don’t need morecontent. We need content that does more.
- 22. steps on the pathto content everywhere4
- 23.
- 24. ‘‘We need toshed the notion that we create layouts from a canvas in. We need to flip it on its head, and create layouts from the content out. —Mark Boulton, “A Richer Canvas”
- 25. This doesn’t mean havingall the content first.
- 26. It means havinga shared vision of what’s important.
- 27. • Why dowe have this site/ section/page? • Who are we speaking to? • What do they need from us? • What do we most need to say? • How will we know if we’re successful?
- 28. ‘‘Content Vision Deliver accurate,relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
- 29. ‘‘Content Vision Deliver accurate,relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
- 30. ‘‘Content Vision Deliver accurate,relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
- 31. ‘‘Content Vision Deliver accurate,relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
- 32. ‘‘Content Vision Deliver accurate,relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
- 33. ‘‘Principle: keep itsimple Students have a lot going on: courses, clubs, jobs, sports. Make life easier, not more stressful.
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- 35. Simple content is: •As brief as possible • Written in plain language • Chunked with clear headers/ subheads and callouts • Clearly prioritized, with critical info first • Actionable
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- 38. Where do users’ relationshipswith your organization begin?
- 39. What paths might thoserelationships take over time?
- 40. Where and howcan content support those paths?
- 41. Example: A bikecompany
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- 44. Which content types canwe identify?
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- 51. By Eva Lotta-Lamm patternsgive us content “chunks.”
- 52. INTRO SPEC 1 DESCRIPTION SPEC 2 TITLE FEATURES CTA Chunksmake responsive design work better. CONTENT
- 53. They allow usto design on the Z- axis. Image from Wren Lanier on A List Apart
- 54. They make it easierto design for reading.
- 58.
- 59. It’s a structural modelthat matches your users’ mental model.
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- 62.
- 63. Data modeling is nothing new. FromWeb Database Applications with PHP & MySQL by Hugh E. Williams and David Lane (O’Reilly, 2003)
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- 66. Structure may be lessformal, more conceptual.
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- 68. An editorial eye helpsus see our content clearly.
- 69. Editorial means... • messaging •prioritization • narrative forms • reader needs
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- 71. Changes affect... • authors •editors • developers • cms teams • translation teams
- 72. Not just: “Whatis the ideal structure for this content?”
- 73. But also: “What’s actuallyviable and sustainable?
- 74. What can we implementright now?
- 75. What can we implementover time?
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- 78.
- 79. It can feed algorithmsand mashups.
- 80. www.flickr.com/photos/vanityblue/8694220424/ it lets youchoose what to make, when.
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- 82. • makes contentmore consistent • sells better because it’s more relevant and helpful • reduces copy-paste and duplicate work • easier to track what you have and where it is
- 83. www.flickr.com/photos/clanlife/4948367381 what’s in itfor customers?
- 84. • more helpfulcontent— just when they need it • less clutter in their way • a better experience on any screen and in any section of the site
- 85.
- 86. Flickr images usedvia Creative Commons Attribution license unless otherwise noted. Illustrations by Eva-Lotta Lamm. Used with permission. sarawb.com @sara_ann_marie THANK YOU