how to future-proof_your_content-beckley-icc-2013

How to Future-proof Your Content 07 February 2013

by Sarah Beckley

of razorfish

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• Senior Content Strategist, Razorfish, Chicago

• 7 years in Content Strategy

• +10 years tech/web writing

• Specialize in the financial services industry

• @sarahbeckley

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Sarah Beckley

The Past Perfect Fail

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Even the dead have a website

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The Home page is dead

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Heck, the web page is dead

Turn Content Around

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Novel = Vlog + Twitter + Tumblr

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Serial = Mobile app + UGC w/a twist

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Content = Live + Multimedia + TV

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

Future Tense

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Future content must be magical

•Adaptable

•Accessible

•Agile

•Findable

•Mutable

•Nimble

•Responsive

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Future content keywords

•Structure

•Schema

•Size

•Standards

•Socialize

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• The Journalism model: head, caption, body

• Metadata

• Semantics

• Tags

• XML

• HTML5

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Structure: Put a tag on it

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• Map relationships

• Identify Content types

• Flexible

• Governable

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Schema: Draw a map

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Size: Small but effective

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Socialize: Drive the bus

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• Content guidelines

• Governance board

• Editor in chief

• Document everything

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Standards: Draw a line in the sand

Ouroboros

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• Structure

• Schema

• Size

• Standards

• Socialize

Make a plan, review it regularly

Next Steps

• “Nimble” by Razorfish/Rachel Lovinger

• Content Strategy for Mobile by Karen McGrane

• Content Everywhere: Strategy and structure for future-ready content by Sara Wachter-Boettcher

• Managing Enterprise Content by Ann Rockley and Charles Cooper

• “Contents May have Shifted” by Erin Kissane (and the rest of Issue No. 4 of Contents Magazine)

• Mobile First by Luke Wroblewski

• “Mobile Content Strategy and Why Should I Care?” Karolina Szczur

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The details are here

End