A high-level overview of how to create user-interface agnostic content that can be published anywhere.

1. Content: Future Proof It!
Marlowe Sarah Beckley
Content Strategy Applied 2014

2. INTRODUCTION

3. Marlowe Sarah Beckley
 Manager, Content Strategy at SapientNitro
 8 years in Content Strategy
 5 years tech/web/print publishing
 Specialize in hospitality, financial services,
online applications, content matrix development
 Previous clients include Fortune 50 financial services
firms and some of the world’s largest companies.
 @marlowebeckley
The Content Matrix: Deconstructed | CSA2014 3

4. SapientNitro
12,000
PASSIONATE
PEOPLE
30+
OFFICES
GLOBALLY
CONNECTED
24
YEARS OF
CUSTOMER
INNOVATION
1
COMPANY
2013 AGENCY REPORT:
# 1 Largest Digital Agency, US
# 4 Largest Digital Agency, Worldwide
# 2 Largest Agency Mobile Marketing, US
LEADER:
Gartner Magic Quadrant for Global
Digital Marketing Agencies
Forrester Wave™:
Global Commerce Service Providers
US Digital Agencies – Mobile Marketing
The Content Matrix: Deconstructed | CSA2014 4

5. WHAT YOU’LL LEARN TODAY

6. 6
HOW TO FUTURE PROOF YOUR CONTENT
 Quick & Dirty Rules for “Intelligent Content”
 Strategy
 Standards
 Structure
 Schema
 Reuse
 Re-size
 Socialize

7. 7
TODAY

8. 8
PAST, PRESENT, AND FUTURE
“The 19th century was defined by the
novel. The 20th by the cinema. The 21st
will be defined by the interface.”
- Lev Manovich

9. 9
BOOKS ARE DEAD
9

10. 10
HOME PAGES ARE DEAD

11. 11
SCROLLING IS BACK IN
11

12. 12
CURATION IS “STEALING” YOUR CONTENT
 Instapaper
 Readability
 Pocket
 Pinterest
12

13. 13
INTERFACES ARE DIVERSIFIED
 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 13

14. 14
THE UI IS SHRINKING
14

15. 15
CONTENT BOTS
15
www.narrativescience.com

16. 16
TOMORROW

17. 17
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
17

18. THE KEYS TO FUTURE-PROOF
CONTENT

19. 19
THE NEW MODEL FOR CONTENT
 Any recorded information. - Kevin Nichols
 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
19

20. 20
FUTURE-PROOF CONTENT
 Adaptive
 Accessible
 Agile
 Findable
 Nimble
 Agnostic
 Semantically linked
20

21. 21
CONTENT REQUIREMENTS
 Strategy
 Standards
 Structure/Schema
 Reuse
 Re-size
 Socialize
21

22. STRATEGY

23. 23
STRATEGY
 Content Strategy is the systematic, thoughtful
approach to surfacing the most relevant content at
the most opportune time, to the appropriate user,
for the purpose of achieving a company’s strategic
business objectives.
- Kevin Nichols and Anne Casson
23

24. 24
SNOWFALL: TRAPPED CONTENT
24
http://www.nytimes.com/projects/2012/snow-fall/#/?part=tunnel-creek

25. 25
BBC OLYMPICS: ALL CONTENT,
EVERYWHERE
Sources: Olympics: User Experience and Design and2 5Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog

26. STANDARDS

27. 27
STANDARDS: ACCESSIBILITY
27

28. 28
STANDARDS: GOVERNANCE MODELS
28

29. STRUCTURE

30. 30
STRUCTURE: WHAT’S OLD IS NEW AGAIN
 XML was made official in 1997
 Managing Enterprise Content 1st
edition published in 2002
 Enterprise content management
became trendy in 2006
30

31. 31
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
31

32. SCHEMA

33. 33
SCHEMAS MAP THE FUTURE
 Content models
 Metadata schema
 Tagging strategy
 Content ecosystems
 Assign content type behaviors
 Map content elements between content types
33

34. 34
SEMANTIC SCHEMA ARE WAITING FOR YOU
 XML-Extensible Markup Language
 DITA-Darwin Information Type Architecture
 Microformats-Open data based on HTML5
 OWL-Web Ontology Language
 HTML5-Hypertext Markup language
 RDF-Resource Description Framework
 JSON-JavaScript Object Notation
34

35. 35
SUPPORTS PATTERN RECOGNITION
35

36. 36
METADATA RESOURCES
 Organization’s own content
 Controlled vocabulary
 Open vocabulary
 Industry standards
 Schema.org
 Dublin Core
 FOAF- Friend of a Friend (describes people and their
connections)
 SIOC- Semantically-linked Online Communities
36

37. REUSE

38. 38
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)
38

39. 39
BUILD CONTENT WITH GEMS
 But don’t hoard: Share
 Create content once
 Reuse, repurpose
39
Hubert Duprat, artist, interviewed by ecouterre.com

40. 40
NOVEL = VLOG + TWITTER + TUMBLR =
NOVEL
40

41. RESIZE

42. 42
RESIZE: SMALL BUT EFFECTIVE

43. 43
RESPONSIVE OR ADAPTIVE
 Omnichannel: plan for where the content will be shared
 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.
Source: http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
43

44. 44
MICROFORMATS AND CHUNKING

45. SOCIALIZE

46. 46
SOCIALIZE: DRIVE THE BUS
46

47. 47
OLD-FASHIONED TALKING PAVES THE WAY
 Change management best practices
 Marketing to the marketers
 User testing/focus groups
 Town halls
 Communication plans
47

48. WRAP UP

49. 49
SUMMARY
 Create a Strategy
 Enact Standards
 Enforce Structure
 Build a Schema
 Reuse Content
 Re-size Content
 Socialize Everything!
49

50. 50
RECOMMENDED READING
 Managing Enterprise Content by Ann Rockley and Charles Cooper
 “Enterprise Content Strategy: A Project Guide” by Kevin Nichols
 “Nimble” by Razorfish/Rachel Lovinger
 “Contents May have Shifted” by Erin Kissane (Contents magazine)
 “Mobile Content Strategy and Why Should I Care?” Karolina Szczur
 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
50

51. THANK YOU

52. 52
NOVEL = VLOG + TWITTER + TUMBLR =
NOVEL
52