Friends, a zombie apocalypse is upon us: an onslaught of new mobile devices, platforms, and screen sizes, hordes of them descending every day. We're outmatched. There aren't enough designers and developers to battle every platform. There aren't enough editors and writers to populate every screen size. Defeating the zombies will require flexibility and stamina—in our content. We'll have to separate our content from its form, so it can adapt appropriately to different contexts and constraints. We'll have to change our production workflow so we're not just shoveling content from one output to another. And we'll have to enhance our content management tools and interfaces so they're ready for the future. Surviving the zombie apocalypse is possible. In this talk Karen will explain how: by developing a content strategy for mobile.

1. CONTENT IN A ZOMBIE APOCALYPSE
@karenmcgrane

2. PRINT

3. WEB

4. MOBILE

5. TABLETS

6. SMART TV

7. IN-CAR

8. STAR TREK COMPUTER

9. GOOGLE GLASS

10. WATCHES

11. STADIUM SCOREBOARDS

12. DIGITAL SIGNAGE

13. REFRIGERATOR

14. TOAST

15. CONTENT
EMAIL
INTRANET
SOCIAL
MEDIA
MICROSITES
MOBILE
WEBSITE WEB
TABLET
APPS
PRINT
MOBILE
APPS
BLOGS
SMART
TV
IN-CAR
SYSTEMS
GOOGLE
GLASS
DIGITAL
SIGNAGE
DELICIOUS
TOAST
WATCHES

16. PROTECT OURSELVES

17. TRUE SEPARATION OF
CONTENT FROM FORM

18. The future of content management
systems is in their ability to
capture the content in a clean,
presentation-independent way.
—Daniel Jacobson, Netflix

23. THE WEB IS NOT A LASER PRINTER

24. Imitating paper on a
computer screen is like
tearing the wings off a 747
and using it as a bus on
the highway.
—Ted Nelson

25. BLOBS vs. CHUNKS

26. CONTAINER FIRST

28. WE BEGAN BY
IDENTIFYING
COMMON
BREAKPOINTS
DEVICE TYPE WIDTH
Small screens (portrait) 320px
Small screens (landscape) 480px
10" tablets (portrait) 768px
10" tablets (landscape),
“desktop” 1024px
Widescreen 1200px
(A suggestion: do NOT do this!)
via Ethan Marcotte, @beep

29. http://insideintercom.io/why-cards-are-the-future-of-the-web/

30. Accordion
Article
Carousel
Deals
FAQs
Flash Wrapper
HTML Block
Page
Press Release
Rewards Detail

31. CONTENT MODELING

32. CONTENT
PROVIDERS
CREATE ONCE, PUBLISH EVERYWHERE
MUSIC
PARTNERS
NPR, Open Content and API’s, O’Reilly Oscon 32

35. TYPE
article, product spec, recipe,
medical condition, radio program

36. Article (generic
type)
Bio (doctors,
other roles)
News
Patient stories
Programs
Services/
Specialties
Locations
Condition content
Clinical pathways
Events
Resources (family,
professional,
community)
Forms
Newsletters
Quotes
FAQs
Clinical trials
Continuing
medical education
Press releases
Clinical
publications
Media placements
Outcomes and
volumes
e-Learning
PFEs
Product ordering
Ask a doctor /
Q&A
Donations
Health tips

37. ATTRIBUTES
“fields” or “content objects”

39. Recipe
Ingredient
Step
Technique
Category Cuisine
Chef Diet
Equipment
Holiday
Effort
Occasion
Method
Season
Servings
Theme
Awards

40. https://www.lullabot.com/blog/podcasts/insert-content-here/14-jared-stoneberg-and-lark-cookbook

42. Plate Media
MMMeeedddiiaiaa
Recipe
Step
Ingredient
Technique
Season
Varietal
via Jeff Eaton, @eaton

43. And here is an ugly truth
about structured data:
there are substantial costs
to waiting.
—NY Times

44. “For example, because our recipes were
never properly tagged by ingredients and
cooking time, we floundered for about 15
years trying to figure out how to create a
useful recipe database. We can do it now,
but only after spending a huge sum to
retroactively structure the data.
—New York Times Innovation Report
http://www.niemanlab.org/2014/05/the-leaked-new-york-times-innovation-report-is-one-of-the-key-documents-of-this-media-age/

45. THE PDF

46. 33%
Never
downloaded
40%
Downloaded
fewer than
100 times
http://www.washingtonpost.com/blogs/wonkblog/wp/2014/05/08/the-solutions-to-all-our-problems-may-be-buried-in-pdfs-that-nobody-reads/

48. ✘ Not digital
✘ Not responsive
✘ Not searchable
✘ Not accessible
✔ Familiar tool
✔ Simple workflow
✔ Charts, tables…
✔ Unstructured flow

49. While standard HTML is rich enough
for a designer to represent complex
content, it isn’t precise enough to
describe and store the content in a
presentation-independent fashion.

50. 6,250 PDFs MODELED
Modeling
3 weeks
Pilot Copy&Paste Total
1 week 5 months 6 months
4 people
@ $175
$84,000
4 people
@ $175
3 people
@ $75
8 people
total
$28,000 $210,000 $322,000

51. 25,000 PDFs MIGRATED
Shoveling
1 week
1 person
@ $175
$2,800

52. OUR FUTURE DEPENDS ON
ESCAPING FROM THE BLOBS

53. OUR FUTURE DEPENDS ON
STRUCTURED CONTENT

54. OUR FUTURE DEPENDS ON
FIGHTING OFF THE ZOMBIES

55. THANK YOU
@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149