3. Senior Content Strategist,
Razorfish, Chicago
7 years in Content Strategy
10+ years tech/web writing
Specializes in financial services, contextual help, online
applications, content matrix development
Client projects include work for HSBC, Allstate, Citadel, STAR
Financial Network, and the Options Industry Council
@sarahbeckley
Sarah.Beckley@razorfish.com
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About Sarah Beckley
4. Razorfish
3rd largest US digital agency
2 years running on Ad Age’s
Agency A-List
300+ staff in Chicago
2,500+ staff worldwide
Owned by Publicis
One of Forbes’ Top 100 Global Ad
Agencies That Know Social Media
and Google
6. “The 19th century was defined by the
novel. The 20th by the cinema. The
21st will be defined by the interface.”
- Lev Manovich
7. Interfaces are gaining and changing
• 50 million people own tablets in the US.
• Mobile use will exceed desktop use next year.
• 133.7 million people in the U.S. owned smartphones
(57% mobile market penetration) during the three
months ending in February 2013, up 8 percent
since November.
• Sources: comScore MobiLens & TabLens, U.S., 2003-2012, shapshop.com/2012-mobile-marketing-statistics, ComScore
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13. The future is change
You never change things by fighting the existing
reality. To change something, build a new model
that makes the exiting model obsolete.
- Richard Buckminster Fuller
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14. What is the new model for content?
Human-consumable, contextualized data—aka the stuff
between the tags. - Rahel Bailie
Not limited to one purpose, technology or output.
Intelligent content is structurally rich and semantically
aware, and is therefore discoverable, reusable,
reconfigurable and adaptable.
- Ann Rockley
All content is marketing content
- Bailie and Urbina
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15. Current trends: Responsive or Adaptive
• Responsive: content moves to fit the device
parameters; client-side adjusts pages
as a whole.
• Adaptive: content-centric experience; server-
side pushes appropriate content elements
based on device type and features.
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Source: http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
16. What is future-proof content?
Adaptive
Accessible
Agile
Findable
Nimble
Agnostic
Semantically linked
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19. Strategy
The goal of content strategy is to use "…words
and data to create unambiguous content that
supports meaningful, interactive experiences.”
- “Content Strategy: The Philosophy of Data,” Rachel Lovinger
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20. BBC’s strategy: Never miss a moment
20 Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog
25. Structured content from way back
• XML was made official
in1997
• Managing Enterprise
Content 1st edition
published in 2002
• Enterprise content
management became
trendy in 2006
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26. Powers future content
• NPR famous for their content API
• They are the ones to “beat”
• Anil Dash and MindTouch both recommend
building an API first, UI second
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27. Semantics are waiting for you
• XML-Extensible Markup Language
• HTML5-Hypertext Markup language
• Microformats-Open data based on HTML5
• RDF-Resource Description Framework
• OWL-Web Ontology Language
• DITA-Darwin Information Type Architecture
• JSON-JavaScript Object Notation
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29. Schemas map the future
• Content models
• Metadata schema
• Tagging strategy
• Content ecosystems
• Assign content type
behaviors
• Map content elements
between content
types
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30. Metadata resources
• Organization’s own content
• Controlled vocabulary
• Open vocabulary
• Industry standards
– Schema.org
– Dublin Core
– Etc.
• Social
– FOAF- Friend of a Friend (describes people and their connections)
– SIOC- Semantically-linked Online Communities
• Video
– MPEG-7- Moving Pictures Expert Group
– Media RSS- custom RSS for media-specific info
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31. Reuse: Content is Precious
“You can’t afford to create a piece of content for any
one platform. Instead of crafting a website, you have
to put more effort into crafting the different bits of
an asset, so they can be reused more effectively, so
they can deliver more value.”
- Nic Newman, BBC (via Karen McGrane)
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36. Old-fashioned talking paves the way
• Change management best practices
• Marketing to the marketers
• User testing/focus groups
• Town halls
• Communication plans
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38. Recommended reading
“Nimble” by Razorfish/Rachel Lovinger
“Contents May have Shifted” by Erin Kissane (Contents magazine)
“Mobile Content Strategy and Why Should I Care?” Karolina Szczur
Managing Enterprise Content by Ann Rockley and Charles Cooper
Content Strategy for Mobile by Karen McGrane
Content Everywhere by Sara Wachter-Boettcher
Content Strategy: Connecting the dots between business, brand, and benefits
by Rahel Anne Bailie and Noz Urbina
Mobile First by Luke Wroblewski
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