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How to Future-Proof Your Business Content by Sarah Beckley CMS Expo 2013

Agenda About

Timey-wimey content

Building future content

Resources

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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

Razorfish 3rd largest US digital agency

2 years running on Ad Ages 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

Timey-wimey content

The 19th century was defined by the novel. The 20th by the cinema. The 21st will be defined by the interface. - Lev Manovich

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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Books are dead

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Home pages are dead

Scrolling is in

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Curating is stealing your content

Instapaper Readability Pocket Pinterest

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Visualize your contents future

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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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What is the new model for content?

Human-consumable, contextualized dataaka 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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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

What is future-proof content?

Adaptive Accessible Agile Findable Nimble Agnostic Semantically linked

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How do we build for change?

The futures stepping stones

Strategy Standards Structure Schema Reuse Re-size Socialize

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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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BBCs strategy: Never miss a moment

20 Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog

Novel = Vlog + Twitter + Tumblr

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Serial = Mobile app + UGC w/a twist

Standards Content guidelines

Governance board

Editor in chief

Document everything

Clearly defined roles

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Image source: http://kidmincoach.files.wordpress.com

Microsofts model

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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 25

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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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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Pattern recognition is coming

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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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Metadata resources

Organizations 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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Reuse: Content is Precious

You cant 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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Build with gems

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Hubert Duprat, artist, interviewed by ecouterre.com

Re-size: Small but effective

Microformats and chunking

Socialize: Drive the bus

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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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Recap

Strategy Standards Structure Schema Reuse Re-size Socialize

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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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Questions?

Slide Number 1AgendaAbout Sarah BeckleyRazorfishTimey-wimey contentSlide Number 6Interfaces are gaining and changingBooks are deadHome pages are deadScrolling is inCurating is stealing your contentVisualize your contents futureThe future is changeWhat is the new model for content?Current trends: Responsive or AdaptiveWhat is future-proof content?How do we build for change?The futures stepping stonesStrategyBBCs strategy: Never miss a momentNovel = Vlog + Twitter + TumblrSerial = Mobile app + UGC w/a twistStandardsMicrosofts modelStructured content from way backPowers future contentSemantics are waiting for youPattern recognition is comingSchemas map the futureMetadata resourcesReuse: Content is PreciousBuild with gemsRe-size: Small but effectiveMicroformats and chunkingSocialize: Drive the busOld-fashioned talking paves the wayRecapRecommended readingQuestions?