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The Way Forward: What's next for content strategy

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Businesses that struggle to maintain their core website are now facing a dizzying array of new challenges. The hungry mouth of social media demands constant feeding. New mobile devices proliferate, and users expect apps tailored for each platform. Creaky and cumbersome content management technology struggles to keep up with the pace of publishing. And internal organisational structures, hiring practices, budgeting processes, and incentive systems don’t fit the realities of modern web teams.

In this talk, Karen outlines some of the biggest challenges organisations face in dealing with their content—today, and over the next five years. She explains what matters most for our field, and what we can do as practitioners to fix the content problem.

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The Way Forward: What's next for content strategy

  1. THE WAY FORWARDContent Strategy Forum 2011@karenmcgrane#csforum11
  2. 2
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  7. http://www.flickr.com/photos/filamentgroup/5149016958/
  8. FRAGMENTED CONTENT MANAGEMENTFRAGMENTED ORGANIZATION STRUCTUREFRAGMENTED DEVICES + PLATFORMS 9
  9. CMS IS THE ENTERPRISESOFTWARE THAT UX FORGOT 10
  10. 12
  11. 13
  12. 14
  13. http://www.deskala.com/new/wp-content/themes/deskala/assets/slide4.jpg 15
  14. “The happier people are, the better their contentwill be, the more content they’ll produce.Digital newsrooms have moved from shoveling tocreating. Those two tasks require very differentenvironments. —Patrick Cooper, NPR http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/ 16
  15. “Beautiful software, even for back-end users, isbecoming an expectation.We’re moving in this direction because we nowunderstand that better content managementsystems foster better content. —Matt Thompson http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/ 17
  16. CONTENT STRATEGY ISCHANGE MANAGEMENT 18
  17. CONTENT STRATEGY CONTENT MARKETINGMARKETING CONTENTUSER EXPERIENCE STRATEGYTECHNOLOGY CONTENT MANAGEMENT 19
  18. Your contentproblem is hereYour contentperson is here 20
  19. http://www.sba.oakland.edu/Faculty/york/Readings434/Readings/On%20the%20folly.pdf 21
  20. Dreamy Competent Rockstar Jerkcompetence Incompetent Lovable Fool Jerk likability Competent Jerks, Lovable Fools, and the Formation of Social Networks, Harvard Business Review 22
  21. THERE IS NO “MOBILE” 23
  22. A TALE OF TWO PUBLISHERS 24
  23. 25
  24. We’re about to usher in a golden age of PDFs on the iPad. Paul Ford, Ftrain.com 30
  25. “Existing art and production staffers from the printside would be responsible for making two iPadlayouts (one in portrait and one in landscape) onAdobe’s platform.—Condé Nast Is Experiencing Technical Difficulties http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all 31
  26. All I see is an entire organization screaming,“WE WANT IT TO BE THE EIGHTIES GODDAMMIT.” Condé Nast Is Experiencing Technical Difficulties 32
  27. COPE: Create Once, Publish Everywhere 33
  28. CONTENTPROVIDERSMUSICPARTNERS NPR, Open Content and API’s, O’Reilly Oscon 34
  29. NPR.ORG NPR Digital Media Examples of COPE 35
  30. NPR.ORGPLAYER NPR Digital Media Examples of COPE 36
  31. NPR NEWSIPHONE APP 37
  32. NPR MOBILEWEB SITE 38
  33. NPR ADDICTIPHONE APPProduced by a public user,based entirely on the NPR API 39
  34. NPR ON THEPUBLIC RADIOPLAYER 40
  35. NPR ONWBUR 41
  36. NPR ONMPR 42
  37. NPR ONIGOOGLE 43
  38. NPR INITUNES 44
  39. NPR’SCMS 45
  40. NPR’S API 46
  41. BUSINESS VALUE? 47
  42. 31,000 IPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov. 48
  43. NPR PAGE VIEWS 88M 43M 49
  44. “Over the last year, NPR’s total page view growth hasincreased by more than 80%. How did we get thatmuch growth? Our API.The biggest impact that the API has made, however, iswith our mobile strategy. The API has enabled NPRproduct owners to build specialized apps on a widerange of platforms and devices, liberating them frombeing dependent on custom development to accessthe content. Through this process, we built our iPhoneand iPad apps, mobile sites, open sourced Android appand HTML5 site, some of which were turned around ina matter of weeks! —Zach Brand, Senior Director Technology, NPR 50
  45. Fragmenting our content across different “device-optimized”experiences is a losing proposition, or at least an unsustainable one. Ethan Marcotte, Responsive Web Design 52
  46. Metadata is the new art direction. Ethan Resnick, @studip101 54
  47. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENTMICROSITES PRINT BLOGS EMAIL INTRANET 55
  48. FRAGMENTED CONTENT MANAGEMENTFRAGMENTED ORGANIZATION STRUCTUREFRAGMENTED DEVICES + PLATFORMS 56
  49. CMS INTERFACES THAT RESPECTCONTENT CREATORS LIKE USERS 57
  50. ORGANIZATIONS ALIGNED AROUNDCREATING GREAT CONTENT 58
  51. COHESIVE STRATEGY FOR CREATINGREUSABLE CONTENT ACROSS PLATFORMS 59
  52. THANK YOU.@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149

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