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?

1. Content Strategy
for Developers

2. Robert Lemke
CEO Flownative
Project Founder Neos
robert@flownative.com
@robertlemke

6. “Content strategy is […]
a repeatable system that
governs the management of
content throughout the entire
content lifecycle.
Rahel Anne Bailie
IntentionalDesign Inc.

7. “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

8. “Okay, content is important,
sure, but we really have to get
that website done now.
Joseph M. Manager
Your Average Web Agency Inc.

9. just take the
content from the old
website for now!

10. HOW DID THAT
LOREM IPSUM END UP
ON THE LIVE SITE ?!!

11. Let’s take a look at a little bit of this and that.
Content strategy
is a broad topic.

12. 1. plan
2. assess
3. analyze
4. design
5. maintain

13. 1Purpose

14. What are we
creating this
website for?*
* who eventually pays the bill?

15. just take the
content from the old
website for now!

16. User-centric design means that
the product must satisfy
real human needs.
Content is King*

17. Make sure that
everyone in the
team knows the
purpose.

18. “Our mission:
Make everything
hyper great.

20. Sell our products.
> vague and meaningless

21. Sell this one cool
product.
> too big
> too many steps

22. List and explain
advantages of this
one cool product.
> maybe achievable
> but lacking target audience

23. Show how this one
cool product can help
young physicians.
> you know your audience
> content can be very specific

24. A website without
meaningful content
is not worth your code.

25. 2Structure

26. Many websites
are no better than
PDFs converted
to HTML.

28. WEB PAGES!
😱

30. What’s so bad about
unstructured
content?

31. Robots don’t
understand
unstructured
content.

32. If robots can’t
understand your
content
they can’t help you
orchestrating it.

33. Screenshot: Karen Mc Grane

39. Don’t write for just
one channel

40. Don’t write for just
one channel *
* okay, got ya, we’ll create a website
for mobile, too

41. RWD FTW!

42. Content needs to
be adaptive.

43. Start creating
content models.

44. Create project-specific
content types.
Neos allows you to do that
just with configuration,
no programming required.
Content
Types

45. Twitter teaser?
Apple Watch headline?
If you create channel-
specific content types,
you’re probably doing
it wrong.

46. Twitter teaser?
Apple Watch headline?
Short teaser.
Medium teaser.
Super short abstract.

47. Separation of
content and
presentation.
This time for real.

48. Add metadata!
[x] show on front page
[x] hide in iOS app
[x] breaking news
[x] top story

51. Automate content
orchestration.

52. 3Quality

59. Make content the
central aspect of your
website project.
Invest into
planning, analysis
& design.

61. robert@flownative.com
www.flownative.com
@robertlemke
your thoughts?