architectures for adaptive content
DESCRIPTION
To make content intelligent so that it can be readily adapted requires greater upstream thinking and wider involvement from those responsible for planning, creating and managing content. In short, a unified content strategy. However, adaptive content also requires flexibility from the content architecture(s) delivering those unified content strategies. In this session, Cleve will present a couple of content architectures for delivering adaptive content.TRANSCRIPT
© 2011 Cognifide Limited
Cleve Gibbon CS Association, April 2012http://www.cognifide.com
Architectures for Adaptable Content
© 2011 Cognifide Limited
Technologists for the Marketing world
Providing Expertise that executes and guides
Digital Marketing Strategies
© 2011 Cognifide Limited
Who we work with?
Agencies Clients
IndustryPartners
Architecturesfor Adaptable Content
We see:
Print brands struggling to adapt their content to digital platforms.
‘Digital’ brands fighting the new battle to get mobile.
We’ve Learnt:
“Unstructured content is stupid and old-fashioned. It’s costly, complex, and does not generate a competitive advantage.”
Ann Mulcahy,Former CEO of Xerox
It’s Blobs vs. Chunks
Karen McGrane
It reallydoesn’t matter!
Structure FirstMobile FirstContent First
Customer FirstContext First
…
This not achronology ->
Don’t do this!
Print Web Mobile
Epub
Other…
Web
Mobile
Mobile
Web
Do This
Web
Mobile
Other…
StructuredContent
Public Site
(Web) CMS
Crap AuthorExperience
Crap UserExperience
Editorial
Publishing
Publishing
Content
Editorial
Serv
ices
CreateSupport
Collects Delivers
UXInformationArchitecture
InteractionDesign
VisualDesign
UsabilityEngineering
Content ArchitectureContent
ModelingAuthor
ExperienceWorkflow
Platform Development
Build Test Release Support
Conte
nt
Str
ate
gy
http://www.clevegibbon.com@cleveg