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Site Migration and
Content Strategy
RANDY CAREY
iCueProject.com
Careytech.com
This presentation is delivered live with my commentary. To help it communicate through slides-
only, in this slide deck I have added annotations to provide a bit more explanation.
example annotation
• Careytech Studios
• iCue Project
My main work is [a] developing websites and custom applications for clients (or for
agencies with client projects) and [b] Through the iCue Project I focus on developing tools
and techniques for improving the web management experience.
JCM Migration Project
I just accepted the role of migration lead
and content strategist for migrating the
Joomla Community Magazine (JCM) into
Joomla 3.x and core content.
JCM Migration Project
Joomla is an international project, and the migration project team members come from all over.
This presentation
• Site Migration
• Content Strategy
This presentation covers two areas: migration of web
sites and content strategy. The latter is an important (and
often overlooked) part of site migration.
For each of these areas, I will be referring to our
approach in the JCM Migration.
Site Migration
Site Migration
Every site that lives for a few years needs a revision to keep up with the times. Very frequently
this will require a migration from one technology to a more modern and more appropriate one.
Why Migrate?
Site Migration
Because there is a cost to migrate (money, time,
human and emotional resources), we naturally want
to evaluate the returned value.
or “When to migrate?”
site redesign (visual)
Site Migration  Why Migrate?
The most obvious reason to a client is that a
migration enables a new visual design.
update or change CMS
Site Migration  Why Migrate?
Often the migration is needed so we can install
an upgraded or more appropriate CMS.
A rich and powerful CMS like Joomla 3.x adds a
lot of new features and opportunities…
add new features
Site Migration  Why Migrate?
The new CMS can offer new features, such as
Joomla 3’s content versioning…
new or better technology
Site Migration  Why Migrate?
…or take advantage of new technology such
as responsive design.
re-organize site’s content
Site Migration  Why Migrate?
The need to reorganize a site and its content can
suggest a migration. Such reorganization should
be considered as part of any migration project.
improve workflow for content management
Site Migration  Why Migrate?
Likewise, the need to improve
the workflow of content
managers can either demand a
migration or at least be
considered during a migration.
Are the workflow steps logical, intuitive,
and streamlined? I have another
presentation on this:
http://www.slideshare.net/careytech/strea
mlining-the-clients-workflows-in-joomla
improve workflow for content management
Site Migration  Why Migrate?
before
after
change vendor
Site Migration  Why Migrate?
A legitimate (but not ideal) reason for
conducting a site migration is the
change of vendor. If a client wants to
change vendors for reasons of trust or
competence, the client often has to
change to that vendor’s supported CMS.
But a client should never pick a vendor with a
proprietary CMS. That is vendor lock-in, among other
negatives.
not just one, sum of all
Site Migration  Why Migrate?
The point: When evaluating the value of
migrating, consider the value of all these.
recent example
Site Migration  Why Migrate?
I shared an example where the motivating reason to
migrate was to upgrade form Joomla 1.5 to 3.x so
that we could replace an outdated e-store with a
modern component.
Once the migration was complete, the client realized
they ought to invest in a new visual design and a
reorganization of navigation and content
recent example
Site Migration  Why Migrate?
So what could have been done during migration
was undertaken in a second phase.
Site Migration  Why Migrate?
Again: Have the client consider all of these when faced with a decision about
migration. Taken together, the client is more apt to choose to migrate, and the
client will end up with a better product upon completion of the migration.
What is it that we are migrating?
Site Migration  Migrate what?
We ought to think about exactly what it is that is
getting migrated…
Content
Site Migration  Migrate what?
Content - metadata
Site Migration  Migrate what?
• SEO meta fields
• old URL -> 301 redirect
• category membership
• content organization
• tags
• image attributes
features / behavior / brand
Site Migration  Migrate what?
automation -vs- human effort
Site Migration  automation
It would be nice if we could automate the whole
process, but that is not realistic
For smaller sites, it seems easier to just copy-and-paste.
But reasons to automate:
• a site with hundreds to thousands of items (articles,
product data)
• Data that would be tedious or error-prone to do by
hand.
automation and human review
Site Migration  automation
I feel everything that gets
automated needs to be reviewed
by a human.
JCM Project
Site Migration  JCM Project
Now I’ll share a bit about the
migration approach we will be
taking for the JCM.
Site Migration  JCM Project  what we want
The current site is on Joomla 2.5 and K2. We
want the site running on the latest version of
Joomla (3.x) and to use core (com_content) as
much as we can.
improved workflow
Site Migration  JCM Project  what we want
The editorial team reports that they
want workflows that are streamlined
and more efficient.
Workflows span the registration and approval of
an author, creation and submission of a new
article, editorial review and editing of an article,
linking translated articles to the originals,
managing the articles within an issue, and
publishing the issue.
refreshed design
Site Migration  JCM Project  what we want
? ? ? ?
This is a great opportunity for a visual redesign.
new features:
Site Migration  JCM Project  what we want
• responsive
• microdata
• content versioning
• single button publishing
• Joomla’s ACL
• better tagging
The move to 3.x will buy us these new features
and capabilities
asset management:
Site Migration  JCM Project  what we want
We will be reworking our digital asset
management. For example, an author or
editor should see only the images relevant for
the article currently being edited.
future-proof content:
Site Migration  JCM Project  what we want
This is the time for us to work toward
separating content from format so that the
content of an article will easily import into
other and future channels.
our approach
Site Migration  JCM Project
So how do we plan to do this…
migrate just the content (and relevant metadata)
Site Migration  JCM Project  approach
segment work, work concurrently
Site Migration  JCM Project  approach
visual design build template
incrementally prototype and build behavior
public UX, multi-language issues, workflows, ACL, content structures, etc
content migration
review migrated content
initial
requirements
Site Migration  JCM Project  approach
visual design build templates
prototype behavior
public UX, multi-language issues, workflows, ACL, content structures, etc
content migration
review migrated content
initial
requirements
prototype and iterate
discovery informs all other work
By iterating the prototype, we’ll get quick
feedback from the stakeholders. Whenever
we learn new information or a need to change
an assumption, we quickly inform the whole
team so other work can adapt to the newly
discovered changes.
prototype behavior
content structures
content migration:
Site Migration  JCM Project  approach
content migration
We need to discover the exact content structures
that the new site will need. Prototyping will
inform the content migration work.
Content migration will be automated
through a tool and the tool’s code will be
adjusted and tested until we see it getting all
content into the new content structures.
review and clean migrated content
Site Migration  JCM Project  approach
The ‘body’ of content needs to be
migrated early so that a team of
volunteers can review each of over
a thousand articles for how well
the migrated content works within
a responsive design, and to
identify and fix inline styling.
content migration: review & clean migrated content
Site Migration  JCM Project  approach
content migration
review migrated content
…this means that content migration needs to
migrate the main content early (so the
volunteers can start their work on the large
set of articles. But later on, the migration
will need to leave this content in place while
updating other fields as needed. (example: the
hit count cannot be updated until the last minute before we
throw the switch to the new site.)
small team, experts, empower experts
Site Migration  JCM Project  approach
Migration Recap:
Site Migration  recap
Why migrate?
Site Migration  recap
• weight benefits of all opportunities
• opportunities
What can be migrated?
Site Migration  recap
• content
• meta-data (SEO, etc.)
• features/apps (Whatever the site’s tribe expects)
• branding
Automation
Site Migration  recap
• human review
JCM approach
Site Migration  recap
• only content
rethink and rebuild everything else
• work concurrently, iteratively
What is content strategy?
Content Strategy 
What is content strategy?
Content Strategy 
Planning for the creation, delivery, and governance
of useful, usable content.
-- Kristina Halverson
Role of a content strategist
Content Strategy 
• Lead the stakeholders into
an articulated content strategy.
Role of a content strategist
Content Strategy 
• Lead the stakeholders into
an articulated content strategy.
• Provide expertise, guidance, and recommendations.
• Do or oversee the work
JCM Project
Content Strategy  JCM Project
I will discuss content strategy in
terms of the JCM Migration
project.
content structures
How will data live in 3.x ?
Content Strategy  JCM Project
From the movie Apollo 13, where technicians realize that the filters on the LEM are different from those
on the capsule. They needed to find a way to merge the two systems.
In our project, the data structures of K2 are not identical to those of Joomla 3.x
content structures
How will data live in 3.x ?
Content Strategy  JCM Project
-----
-
content migration strategy
Content Strategy  JCM Project
K2 Content
• -----
• ---
• --------
• -
• ---
• ------
• ---
• ----------
Article
---
-
--------
---
new
migration index
The migration process must create
records in a custom table, records
that track the relationships
between the old site’s content and
the new records
-----
-
content migration strategy
Content Strategy  JCM Project
K2 Content
• -----
• ---
• --------
• -
• ---
• ------
• ---
• ----------
Article
---
-
--------
---
existing
migration index
When the migration routine needs
to adjust or add new content, it
will reference the migration index
table.
metadata migration strategy
Content Strategy  JCM Project
K2 Content
• -----
• ---
• --------
• -
• ---
• ------
• ---
• ----------
• SEO meta fields
• old URL -> 301 redirect
• article -> monthly issue
• tags and categories
• image attributes
multi-lingual
articles, editions
Content Strategy  JCM Project
We need to accommodate articles in multiple
languages as well as special editions dedicated
to a particulare language
(below is English and Spanish editions)
editorial workflow
Content Strategy  JCM Project
ACL
We will use a role-based approach for
authors and editorial staff, so that we can
better manage workflows and editorial UX.
editorial workflow
Content Strategy  JCM Project
create edit tag /SEO publish
workflow = notification and tracking
Content Strategy  JCM Project
create edit tag /SEO publish
• ***
• ***
• ***
• ***
• ***
notification tracking
Workflow might include governance (who can do what), but it is more about notifying people
and providing some tracking of the state of workflows (in this case, the state of each submitted article)
workflow ->
Content Strategy  JCM Project
streamline steps
7 steps 3 steps
authoring / editorial UX
Content Strategy  JCM Project
Where we can,
we will apply a
streamlined
approach to
editorial roles.
authoring / editorial UX
Content Strategy  JCM Project
For example, a person should see only the
fields relevant to that person’s role.
authoring / editorial UX
Content Strategy  JCM Project
…and the toolbar should be
minimalized to display only
few buttons and to provide
only those editing features
that person should have
access to.
toolbar : semantic markup
Content Strategy  JCM Project  select topics
<span style="color: #800000;"><em>getInstance()</em></span>
<em class=“jcm-code-snippet”>getInstance()</em>
<span class=“jcm-author”>
<div class=“jcm-caption”>
<code> </code>
<cite> </cite>
We plan to provide new JCE buttons that will
apply ‘semantic’ markup.
examples of code from buttons that apply
‘semantic’ markup
AVOID inlining
replace with CSS classes
blobs -> chunks
Content Strategy  JCM Project  select topics
blob approach
chunks approach
blobs -> chunks
Content Strategy  JCM Project  select topics
1
2
3
4
5 6 7 8 9
We can identify at least 9 chunks for an author’s bio form
blobs -> chunks
Content Strategy  JCM Project  select topics
truncation fails
gasp… truncation is not a good technique when
we need short versions of the same content
blobs -> chunks
Content Strategy  JCM Project  select topics
we need two fields/versions for ‘same content’
blobs -> chunks
Content Strategy  JCM Project  select topics
…A recent article on
how Flipboard
assemble articles
shows that they
maintain multiple
versions of the same
image
cropped
full width
smaller version
Content Strategy Recap:
Content Strategy  recap
What does content strategy plan for?
Content Strategy  recap
• creation of content
• management of content
• publication of content
• governance of content
What is the role of content strategist?
Content Strategy  recap
• articulate a strategy
• guide, recommend, oversee
areas to consider
Content Strategy  recap
• content structures
• workflow of content authoring and management
• governance (ACL)
• improve toolbar (semantic markup)
• future-proof for multiple channels
Questions? Discussions?
Site Migration and Content Strategy
Randy Carey
• iCue Project – web architect
• JCM – migration lead and content strategist
Site Migration and
Content Strategy
RANDY CAREY
iCueProject.com
Careytech.com
Site Migration and Content Strategy

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Site Migration and Content Strategy

  • 1. Site Migration and Content Strategy RANDY CAREY iCueProject.com Careytech.com
  • 2. This presentation is delivered live with my commentary. To help it communicate through slides- only, in this slide deck I have added annotations to provide a bit more explanation. example annotation
  • 3. • Careytech Studios • iCue Project My main work is [a] developing websites and custom applications for clients (or for agencies with client projects) and [b] Through the iCue Project I focus on developing tools and techniques for improving the web management experience.
  • 4. JCM Migration Project I just accepted the role of migration lead and content strategist for migrating the Joomla Community Magazine (JCM) into Joomla 3.x and core content.
  • 5. JCM Migration Project Joomla is an international project, and the migration project team members come from all over.
  • 6. This presentation • Site Migration • Content Strategy This presentation covers two areas: migration of web sites and content strategy. The latter is an important (and often overlooked) part of site migration. For each of these areas, I will be referring to our approach in the JCM Migration.
  • 7. Site Migration Site Migration Every site that lives for a few years needs a revision to keep up with the times. Very frequently this will require a migration from one technology to a more modern and more appropriate one.
  • 8. Why Migrate? Site Migration Because there is a cost to migrate (money, time, human and emotional resources), we naturally want to evaluate the returned value. or “When to migrate?”
  • 9. site redesign (visual) Site Migration  Why Migrate? The most obvious reason to a client is that a migration enables a new visual design.
  • 10. update or change CMS Site Migration  Why Migrate? Often the migration is needed so we can install an upgraded or more appropriate CMS. A rich and powerful CMS like Joomla 3.x adds a lot of new features and opportunities…
  • 11. add new features Site Migration  Why Migrate? The new CMS can offer new features, such as Joomla 3’s content versioning…
  • 12. new or better technology Site Migration  Why Migrate? …or take advantage of new technology such as responsive design.
  • 13. re-organize site’s content Site Migration  Why Migrate? The need to reorganize a site and its content can suggest a migration. Such reorganization should be considered as part of any migration project.
  • 14. improve workflow for content management Site Migration  Why Migrate? Likewise, the need to improve the workflow of content managers can either demand a migration or at least be considered during a migration. Are the workflow steps logical, intuitive, and streamlined? I have another presentation on this: http://www.slideshare.net/careytech/strea mlining-the-clients-workflows-in-joomla
  • 15. improve workflow for content management Site Migration  Why Migrate? before after
  • 16. change vendor Site Migration  Why Migrate? A legitimate (but not ideal) reason for conducting a site migration is the change of vendor. If a client wants to change vendors for reasons of trust or competence, the client often has to change to that vendor’s supported CMS. But a client should never pick a vendor with a proprietary CMS. That is vendor lock-in, among other negatives.
  • 17. not just one, sum of all Site Migration  Why Migrate? The point: When evaluating the value of migrating, consider the value of all these.
  • 18. recent example Site Migration  Why Migrate? I shared an example where the motivating reason to migrate was to upgrade form Joomla 1.5 to 3.x so that we could replace an outdated e-store with a modern component. Once the migration was complete, the client realized they ought to invest in a new visual design and a reorganization of navigation and content
  • 19. recent example Site Migration  Why Migrate? So what could have been done during migration was undertaken in a second phase.
  • 20. Site Migration  Why Migrate? Again: Have the client consider all of these when faced with a decision about migration. Taken together, the client is more apt to choose to migrate, and the client will end up with a better product upon completion of the migration.
  • 21. What is it that we are migrating? Site Migration  Migrate what? We ought to think about exactly what it is that is getting migrated…
  • 22. Content Site Migration  Migrate what?
  • 23. Content - metadata Site Migration  Migrate what? • SEO meta fields • old URL -> 301 redirect • category membership • content organization • tags • image attributes
  • 24. features / behavior / brand Site Migration  Migrate what?
  • 25. automation -vs- human effort Site Migration  automation It would be nice if we could automate the whole process, but that is not realistic For smaller sites, it seems easier to just copy-and-paste. But reasons to automate: • a site with hundreds to thousands of items (articles, product data) • Data that would be tedious or error-prone to do by hand.
  • 26. automation and human review Site Migration  automation I feel everything that gets automated needs to be reviewed by a human.
  • 27. JCM Project Site Migration  JCM Project Now I’ll share a bit about the migration approach we will be taking for the JCM.
  • 28. Site Migration  JCM Project  what we want The current site is on Joomla 2.5 and K2. We want the site running on the latest version of Joomla (3.x) and to use core (com_content) as much as we can.
  • 29. improved workflow Site Migration  JCM Project  what we want The editorial team reports that they want workflows that are streamlined and more efficient. Workflows span the registration and approval of an author, creation and submission of a new article, editorial review and editing of an article, linking translated articles to the originals, managing the articles within an issue, and publishing the issue.
  • 30. refreshed design Site Migration  JCM Project  what we want ? ? ? ? This is a great opportunity for a visual redesign.
  • 31. new features: Site Migration  JCM Project  what we want • responsive • microdata • content versioning • single button publishing • Joomla’s ACL • better tagging The move to 3.x will buy us these new features and capabilities
  • 32. asset management: Site Migration  JCM Project  what we want We will be reworking our digital asset management. For example, an author or editor should see only the images relevant for the article currently being edited.
  • 33. future-proof content: Site Migration  JCM Project  what we want This is the time for us to work toward separating content from format so that the content of an article will easily import into other and future channels.
  • 34. our approach Site Migration  JCM Project So how do we plan to do this…
  • 35. migrate just the content (and relevant metadata) Site Migration  JCM Project  approach
  • 36. segment work, work concurrently Site Migration  JCM Project  approach visual design build template incrementally prototype and build behavior public UX, multi-language issues, workflows, ACL, content structures, etc content migration review migrated content initial requirements
  • 37. Site Migration  JCM Project  approach visual design build templates prototype behavior public UX, multi-language issues, workflows, ACL, content structures, etc content migration review migrated content initial requirements prototype and iterate discovery informs all other work By iterating the prototype, we’ll get quick feedback from the stakeholders. Whenever we learn new information or a need to change an assumption, we quickly inform the whole team so other work can adapt to the newly discovered changes.
  • 38. prototype behavior content structures content migration: Site Migration  JCM Project  approach content migration We need to discover the exact content structures that the new site will need. Prototyping will inform the content migration work. Content migration will be automated through a tool and the tool’s code will be adjusted and tested until we see it getting all content into the new content structures.
  • 39. review and clean migrated content Site Migration  JCM Project  approach The ‘body’ of content needs to be migrated early so that a team of volunteers can review each of over a thousand articles for how well the migrated content works within a responsive design, and to identify and fix inline styling.
  • 40. content migration: review & clean migrated content Site Migration  JCM Project  approach content migration review migrated content …this means that content migration needs to migrate the main content early (so the volunteers can start their work on the large set of articles. But later on, the migration will need to leave this content in place while updating other fields as needed. (example: the hit count cannot be updated until the last minute before we throw the switch to the new site.)
  • 41. small team, experts, empower experts Site Migration  JCM Project  approach
  • 43. Why migrate? Site Migration  recap • weight benefits of all opportunities • opportunities
  • 44. What can be migrated? Site Migration  recap • content • meta-data (SEO, etc.) • features/apps (Whatever the site’s tribe expects) • branding
  • 45. Automation Site Migration  recap • human review
  • 46. JCM approach Site Migration  recap • only content rethink and rebuild everything else • work concurrently, iteratively
  • 47. What is content strategy? Content Strategy 
  • 48. What is content strategy? Content Strategy  Planning for the creation, delivery, and governance of useful, usable content. -- Kristina Halverson
  • 49. Role of a content strategist Content Strategy  • Lead the stakeholders into an articulated content strategy.
  • 50. Role of a content strategist Content Strategy  • Lead the stakeholders into an articulated content strategy. • Provide expertise, guidance, and recommendations. • Do or oversee the work
  • 51. JCM Project Content Strategy  JCM Project I will discuss content strategy in terms of the JCM Migration project.
  • 52. content structures How will data live in 3.x ? Content Strategy  JCM Project From the movie Apollo 13, where technicians realize that the filters on the LEM are different from those on the capsule. They needed to find a way to merge the two systems. In our project, the data structures of K2 are not identical to those of Joomla 3.x
  • 53. content structures How will data live in 3.x ? Content Strategy  JCM Project
  • 54. ----- - content migration strategy Content Strategy  JCM Project K2 Content • ----- • --- • -------- • - • --- • ------ • --- • ---------- Article --- - -------- --- new migration index The migration process must create records in a custom table, records that track the relationships between the old site’s content and the new records
  • 55. ----- - content migration strategy Content Strategy  JCM Project K2 Content • ----- • --- • -------- • - • --- • ------ • --- • ---------- Article --- - -------- --- existing migration index When the migration routine needs to adjust or add new content, it will reference the migration index table.
  • 56. metadata migration strategy Content Strategy  JCM Project K2 Content • ----- • --- • -------- • - • --- • ------ • --- • ---------- • SEO meta fields • old URL -> 301 redirect • article -> monthly issue • tags and categories • image attributes
  • 57. multi-lingual articles, editions Content Strategy  JCM Project We need to accommodate articles in multiple languages as well as special editions dedicated to a particulare language (below is English and Spanish editions)
  • 58. editorial workflow Content Strategy  JCM Project ACL We will use a role-based approach for authors and editorial staff, so that we can better manage workflows and editorial UX.
  • 59. editorial workflow Content Strategy  JCM Project create edit tag /SEO publish
  • 60. workflow = notification and tracking Content Strategy  JCM Project create edit tag /SEO publish • *** • *** • *** • *** • *** notification tracking Workflow might include governance (who can do what), but it is more about notifying people and providing some tracking of the state of workflows (in this case, the state of each submitted article)
  • 61. workflow -> Content Strategy  JCM Project streamline steps 7 steps 3 steps
  • 62. authoring / editorial UX Content Strategy  JCM Project Where we can, we will apply a streamlined approach to editorial roles.
  • 63. authoring / editorial UX Content Strategy  JCM Project For example, a person should see only the fields relevant to that person’s role.
  • 64. authoring / editorial UX Content Strategy  JCM Project …and the toolbar should be minimalized to display only few buttons and to provide only those editing features that person should have access to.
  • 65. toolbar : semantic markup Content Strategy  JCM Project  select topics <span style="color: #800000;"><em>getInstance()</em></span> <em class=“jcm-code-snippet”>getInstance()</em> <span class=“jcm-author”> <div class=“jcm-caption”> <code> </code> <cite> </cite> We plan to provide new JCE buttons that will apply ‘semantic’ markup. examples of code from buttons that apply ‘semantic’ markup AVOID inlining replace with CSS classes
  • 66. blobs -> chunks Content Strategy  JCM Project  select topics blob approach chunks approach
  • 67. blobs -> chunks Content Strategy  JCM Project  select topics 1 2 3 4 5 6 7 8 9 We can identify at least 9 chunks for an author’s bio form
  • 68. blobs -> chunks Content Strategy  JCM Project  select topics truncation fails gasp… truncation is not a good technique when we need short versions of the same content
  • 69. blobs -> chunks Content Strategy  JCM Project  select topics we need two fields/versions for ‘same content’
  • 70. blobs -> chunks Content Strategy  JCM Project  select topics …A recent article on how Flipboard assemble articles shows that they maintain multiple versions of the same image cropped full width smaller version
  • 71. Content Strategy Recap: Content Strategy  recap
  • 72. What does content strategy plan for? Content Strategy  recap • creation of content • management of content • publication of content • governance of content
  • 73. What is the role of content strategist? Content Strategy  recap • articulate a strategy • guide, recommend, oversee
  • 74. areas to consider Content Strategy  recap • content structures • workflow of content authoring and management • governance (ACL) • improve toolbar (semantic markup) • future-proof for multiple channels
  • 75. Questions? Discussions? Site Migration and Content Strategy Randy Carey • iCue Project – web architect • JCM – migration lead and content strategist
  • 76. Site Migration and Content Strategy RANDY CAREY iCueProject.com Careytech.com

Editor's Notes

  1. We often find one burdening reason that pushes us into the decision to invest in a site migration