Updating your Content Strategy for

a Community-driven World

@nozurbina

Noz Urbina

noz.urbina@mekon.com

@nozurbina

Me/Mekon

~ Consultant/Trainer for Mekon Ltd.

(www.mekon.com)

– Content strategy

– Mekon 20 years, me 10 years – specialists in content

and mark-up

– Small-to-medium-to-huge enterprises

@nozurbina

– Small-to-medium-to-huge enterprises

~ Mekon principal sponsor, myself chairperson for

Congility events (www.congility.com)

– Today’s Content Needs Agility

www.mekon.com/

lessworkmoreflow.blogspot.com/

@nozurbina

The World of Content

Nothing has changed...

...and everything has changed.

StandardsStandards

XML XML

SpeedSpeed

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...and everything has changed.

Single Single

SourcingSourcing

Strategy & Strategy &

ROIROI

EfficiencyEfficiency

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GOING SOCIAL

Getting your ducks in a row

~ Before you can integrate community driven

content, you must make sure you’re

managing yours correctly

~ There are a lot of underlying challenges

@nozurbinahttp://www.flickr.com/photos/aidanmorgan/4204877203/

Formats are diverse

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Mobile formats are diverseFormat Extn DRM Image Table Sound Inter-

activity

Word

wrap

Open

Standard

Book-

marking

Video

ArchosReader .aeh Yes Yes ? No No Yes No Yes ?

DjVu .djvu ? Yes Yes No No No Yes Yes ?

EPUB (IDPF) .epub Yes Yes Yes Yes Yes Yes Yes Yes/No Yes

FictionBook .fb2 No Yes Yes/No No No Yes Yes ? ?

HTML .html No Yes Yes Yes No Yes Yes No Yes[

Kindle .azw Yes Yes Yes Yes Yes Yes No Yes ?

Microsoft .lit Yes Yes ? No No Yes No Yes ?

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Microsoft

Reader

.lit Yes Yes ? No No Yes No Yes ?

Mobipocket .mobi Yes Yes Yes No Yes Yes No Yes ?

Multimedia

Ebook

.exe Yes Yes ? Yes Yes No Yes Yes ?

eReader .pdb Yes Yes ? No No Yes No Yes ?

Plain text .txt No No No No No Yes Yes No No

Plucker .pdb Yes Yes Yes No Yes Yes Yes Yes ?

PDF .pdf Yes Yes Yes Yes Yes No Yes Yes Yes

PostScript .ps No Yes ? No No No Yes ? ?

Repligo .rgo ? Yes Yes No No Yes No No ?

TealDoc .pdb Yes Yes ? No No Yes Yes Yes ?

Tome Raider .tr2, .tr3 Yes Yes ? No No Yes No ? ?

http://en.wikipedia.org/wiki/Comparison_of_e-book_formats

Displays are cheap and rugged

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eink.com/rugged.html

Content is becoming constant

@nozurbina bitly.com/smartglass

Fantasy! Never in Our Lifetime!

@nozurbinahttp://www.mediadecor.com/

Take-Aways

~ Smart phones and tablets are the tip of the

iceberg

~ Users are connecting with content in new

ways all the time

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– To connect with them and get their content, you

need to be able to be where they are

Take-Aways

~ You can’t keep up by converting content from

format to format as they appear

– Need to migrate to a neutral format

– Content must be stored ready for any

output/device

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output/device

~ Many organisations are still presenting

content online/on mobile in PDF and in the

print paradigm

A Lesson from Cloud Computing

Cloud computing is the delivery

of computing as a service rather than

a product

... shared resources, software, and information

@nozurbina

... shared resources, software, and information

are provided to computers and other devices

as a utility (like the electricity grid)

... over a network (typically the internet).

http://en.wikipedia.org/wiki/Cloud_computing

Service vs. Product (Deliverable)

~ Content can be conceived of and delivered as

a service

– Content gets encapsulated in deliverables

– Each deliverable is one view for one context, at

one time.

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one time.

~ One issue or update of a “Journal”, “Website”,

“Magazine”, etc..

~ e.g. News Providers that pipe content to sites,

devices, and affiliates globally.

Content as a Service

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Content as a Service

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Content as a Service Requires

~ Metadata-rich content, decent taxonomy

~ Format neutral , not proprietary (DITA, XML)

~ Repository of structured content modules

~ Repository/Delivery platforms that support content

queries via metadata

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queries via metadata

~ Ability to re-cast content for a new context to create

new value (Content Curation)

~ Metric and analytics reporting

– To help you decide what to reuse and pipe where

Content Curation

~ Content curation is reusing content for new aims

~ Sometimes it can be automated, sometimes can be

hand-curated

~ Considerations:

– Is it modular? (References to old context, links, etc.)

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– Is it modular? (References to old context, links, etc.)

– Metadata - is it findable by the appropriate metadata in

the new contex?

– Is it still current/accurate at the point of reuse?

– Is it editorially, stylistically, etc. appropriate in its new

reuse context?

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NOW YOU’RE READY FOR

SOCIAL

Social Content Curation

~ Making the best of social content involves the

same steps and techniques

– Research, engagement, listening, measurement

– Plus: Curating user-generated content, metadata,

folksonomies/taxonomies

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folksonomies/taxonomies

~ Social content can intermingle with

commercial content, creating new

deliverables

Lifecycle

@nozurbinahttp://simple.wikipedia.org/wiki/File:Frog_lifecycle.jpg

Content Lifecycle

CMS Content

Server

3rd

party

HTTPS

Web

CMS

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TMS

New!New!

New!New!Favs

Mobile

Device

Embedded

And

“In-App”

Dangers

~ If you build it, they will come

~ Departmental silos

~ New editorial, licensing and writing

guidelines

~ Taxonomy and Metadata systems

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~ Taxonomy and Metadata systems

~ Scoping

~ Search fragmentation across systems

~ Systems consolidation

Conclusion

~ When user generated and brand content is:

– properly structured

– enriched with metadata

– free from format

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~ it can be governed and curated across all

formats together as an integrated whole

Conclusion

~ If executed properly, this increases:

– User engagement

– Revenues

– Brand value

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THANK YOU! Q&A?

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THANK YOU! Q&A?

Noz Urbina

noz.urbina@mekon.com

@nozurbina