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Everyone's talking about responsive design, and how you need structured content in order to make it happen. But what does "structured content" really mean, and how do you make it happen? A presentation given on 25 October 2012, at Content Strategy Forum 2012 in Cape Town, South Africa.
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Page 1
CONTENT IN THE AGE
OF PROMISCUOUS REUSE Rachel Lovinger @rlovinger CS Forum 2012
Photo by spakattacks
© 2012 Page 2
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)
Photo by Rohanna Mertens
© 2012 Page 3
New York City Subway
A Story of Reuse
© 2012 Page 4
© 2012 Page 5 Photo by jaimekop
© 2012 Page 6
Route Change: This map is not in use
Name of Station has changed
© 2012 Page 7
REUSE REQUIRES
FLEXIBILITY
© 2012 Page 9
Chunks vs. Blobs
A Story of Structure
© 2012 Page 10
Blob: A Tweet
Author
Content Blob Date
© 2012 Page 11
Blob: A Blog Post
Title
Content Blob
Author Date
Tags
© 2012 Page 12
Chunks: A Recipe
Title Author
Show Episode Tags
Image
Caption
Time
Level
Yield
Ingredient 1
Ingredient 2
Ingredient 3
Etc…
Directions
Guide / Menu
Recipe © Food Network
© 2012 Page 13
Recipe: From Web to Mobile
© 2012 Page 14
Someday, Intelligent Cooktops
Google Cooktop designed by Sarah R. L. Johnson,
Screenshot from A Day Made of Glass… by Corning
BLOBS are FIXED, RIGID
CHUNKS are FLEXIBLE
© 2012 Page 16
The need for STRUCTURE
follows the rise of REUSE
A Story of Evolution
© 2012 Page 17
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
© 2012 Page 18
Boeing: Change Management
Photo by Darren Olivier
© 2012 Page 19
Boeing: Change Management
31 million pages : Imagine distributing printed updates.
Photo by Boeing
- 20 years
Docs
1999: CDs took up considerably less space
© 2012 Page 20
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 ]
- 10 years
Docs Web
© 2012 Page 21
EW.com: Syndication
© 2012 Page 22
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
Now
Docs Web Mobile+
© 2012 Page 23
Mobile: Ubiquity
Fail Images from MobileWebFail
© 2012 Page 24
Mobile: Ubiquity
© 2012 Page 25
Reading on tablets
Photo by TheCreativePenn
© 2012 Page 26
Streaming to TVs
Photo by Dennis S. Hurd
© 2012 Page 27
Broadcasting to our own cars
Photo by HighTechDad
Boeing manuals:
Incredibly
challenging
Photos: Boeing by Darren Olivier, Pocket by lululemon athletica
Now, the entire
Internet is in
everyone’s pocket
Now we’re ALL responsible
for structuring content.
It CAN be done.
(And it’s not just a tech issue.)
© 2012 Page 30
Ok, But How?
A Story of Tactics
Photo by avinashkunnath
© 2012 Page 31
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
© 2012 Page 32
We need
• Flexible, reusable content
• Easy-to-use tools and processes
© 2012 Page 33
Content Management
Separate the content from the display by using a CMS
Warning: WYSIWYG formatting fails to indicate meaningful structure
Image courtesy of Miva Merchant
© 2012 Page 34
Responsive Design
Presentation layer defines display, per channel or device
Photo by jiraisurfer
© 2012 Page 35
Content Modelling
Translate designs into flexible content chunks
Chart Song
Album
Page
Artist
Profile
Content Attributes
Content Types
© 2012 Page 36
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”
© 2012 Page 37
Rich Metadata
Help systems understand what to do with the chunks
Image courtesy of Wall Street Journal
© 2012 Page 38
User-friendly Tools
Demand easy-to-use tools with advanced features
Example: Drupal 7 supports web standards & rich metadata
Structured content may feel
like a brand new problem, but
people have been thinking
about it for a long time.
Photo by Thomas Hawk
© 2012 Page 40
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!
We’ve solved for these
problems in the past.
Now we have to simplify &
scale the solutions.
© 2012 Page 42
Where to Learn More
A Story of Knowledge
© 2012 Page 43
Karen McGrane
Content Strategy for Mobile
Rahel Bailie & Noz Urbina
Content Strategy for Decision Makers
Sara Wachter-Boettcher
Content Everywhere
Bob Boiko
Content Management Bible
Ann Rockley & Charles Cooper
Managing Enterprise Content
Heather Hedden
The Accidental Taxonomist
© 2012 Page 44
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…
© 2012 Page 45
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)
© 2012 Page 46
Thanks !
@rlovinger
Photo by EricGjerde