3. In 2012, global mobile data traffic was 12x
the size of the entire Internet in the year 2000.
@BridgetRandolphBridget Randolph
0
200
400
600
800
1000
ALL Global Internet
Traffic in 2000
Global Mobile Traffic in
2012
75
885
petabytes/month
4. So we need mobile-friendly
websites.
@BridgetRandolphBridget Randolph
11. CONTENT
• Timeline
• Related Topics
• Other Posts by
This Author
• BUY button
• Navigation
• Social Buttons
LAYOUT
• Sidebar
CAN BE
Bridget Randolph @BridgetRandolph
25. So they create an online edition.
(So far so good.)
REDLOOKMagazineOnline
Features
Feature 1
Feature 2
Feature 3
Regular
Columns
Cover Story
By Author Byline
LONDON, UK., -- Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum
dolore
Ad
Ad
Bridget Randolph @BridgetRandolph
26. Lots of mobile traffic, so they create a mobile
edition with a mobile-friendly layout.
(Still, so far so good.)
REDLOOK
m.online
Cover
Story
By Author
LONDON, UK., -- Lorem
ipsum dolor sit
amet, consectetuer
adipiscing elit, sed diam
nonummy nibh euismod
tincidunt ut laoreet dolore
magna aliq
27. Mobile edition.
Tablet edition.
Mobile app for iOS.
Mobile app for Android.
Tablet app for iOS.
Tablet app for Android.
Email campaigns.
Social media.
Instapaper.
Bridget Randolph @BridgetRandolph
31. Stop making more
content, start building
systems.
Sara Wachter-Boettcher
from Content Everywhere: Strategy and Structure for Future-Ready Content, December
2012, Rosenfeld Media
Bridget Randolph @BridgetRandolph
43. Divide Content into “Types”, or Categories
ALL CONTENT
Feature
Article
Author
Profile
Report
Case
Study
Recipe Review
Bridget Randolph @BridgetRandolph
Categorise Your Content
44. Divide each “Type” into “Elements”, or
Building Blocks
FEATURE
ARTICLE
Headline/
Title
Main
BodyImage
Related
Articles
Author Teaser
Paragraph
Bridget Randolph @BridgetRandolph
Categorise Your Content
47. 1) Model the Relationships between Types
Dish
Event/
Holiday
Recipe
Menu
Ingredient
Cuisine
Bridget Randolph @BridgetRandolph
Create the Relationships
48. 2a) Model the Relationships within a Type
EXAMPLE 1 – Grocery Store
Recipe
• Title
• Byline
• Teaser
• Image
• Instructions
• Ingredients
• Nutritional Info
• Yield
• Cooking/Prep Time
Store
Category
Specialty
Diet
Bridget Randolph @BridgetRandolph
Create the Relationships
49. 2b) Model the Relationships within a Type
EXAMPLE 2 - Epicurious
Recipe
• Title
• Byline
• Publication Attribution
• Yield
• Active Time
• Total Time
• Teaser Description
• Image
• Ingredients
• Preparation
• Wine Pairings
• Reviews
• Main ingredients
• Type
• Dietary considerations
• Related Menus
• Related Recipes
Recipe
Types
Related
Wines
Related
Menus
Reviews
Related
Diets
Related
Recipes
Bridget Randolph @BridgetRandolph
Create the Relationships
50. Specify a Hierarchy
using conditional rules and
three main criteria:
Bridget Randolph @BridgetRandolph
Create the Relationships
52. PRIORITY:
“Call to Action button
should always be below the
title and teaser but as close
to the top as possible.”
Bridget Randolph @BridgetRandolph
Create the Relationships
55. Markup: Tags vs Formatting
<headline/>
<author/>
<call to action/>
• bold, 20pt
• link to author page
• big green “BUY” button
instead of
SEMANTIC
MARKUP
PRESENTATIONAL
MARKUP
Bridget Randolph @BridgetRandolph
Create the Relationships
56. We need to give our content a
standardised, flexible structure instead of
just editing its
format each time we use it.
STRUCTURE
<h1></h1>
<attribute=„author>
<type=„timeline‟/>
FORMAT
<font=“TrebuchetMS”>
<font-size: 20pt>
<font-color: blue>
vs
Create the Relationships
57. You wouldn‟t create a responsively
designed webpage layout with formatting.
It‟s the same principle.
@BridgetRandolphBridget Randolph
82. Results
BBC Food saw an increase of
more than 150,000 visitors weekly
from search alone
and
Overall traffic doubled, from around
650,000 weekly visitors to around 1.3 million.
@BridgetRandolphBridget Randolph
108. Read the Book.
Content Everywhere:
Strategy and Structure for
Future-Ready Content
by Sara Wachter-Boettcher,
December 2012, Rosenfeld Media.
Bridget Randolph @BridgetRandolph
109. Notes
Sources:
Mobile Data Traffic Statistic from: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-
520862.html
Content Everywhere book: http://rosenfeldmedia.com/books/content-everywhere/
Sara Wachter-Boettcher blog: www.sarawb.com
Karen McGrane blog: www.karenmcgrane.com
A List Apart: http://alistapart.com/
Image Credits:
Mobile devices Image: http://www.universalmind.com/uploads/cache/uploads/mindshare/7387824246_f7b707675e_590_230_90_c1.jpg
Starbucks example: www.starbucks.com/coffee/dark/espresso-roast
Lazy College Senior meme: http://knowyourmeme.com/photos/262971-lazy-college-senior
Magazine Cover: www.fakeazine.com
blob: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR4XYMAvMUTmEO8xrpEn8EQYQtlrrespzlmbZwsPKScDSm3diIXDg
building blocks: http://www.linvio.com/images/pmtx/building_blocks_med.jpg
Cool Obama: http://1.androidauthority.com/wp-content/uploads/2012/03/Not-Bad-Obama-Meme2.jpg
Grumpy Cat: http://www.catster.com/files/original.jpg
Arizona Board of Tourism: http://arizonaguide.com/places-to-visit/north-central-arizona/sedona
BBC Examples: www.bbc.co.uk/wildlifefinder AND www.bbc.co.uk/food
Rich snippets image: http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.png
Ryan Gosling Meme: www.memegenerator.com
Content buzzword wordcloud: https://encrypted-
tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERg
Dilbert comic strip image: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/p480x480/537888_518359451541411_121747558_n.jpg
Content Everywhere book cover: http://www.digitalforreallife.com/wp-content/uploads/2013/03/content-everywhere-lg.gif
Bridget Randolph @BridgetRandolph