content everywhere - distilledlive london meetup, may 30 2013
DESCRIPTION
a presentation on the concept of 'Content Everywhere', given at a Distilled meetup in London, May 30 2013 The mobile web is growing fast, and most of us are aware of the idea of responsive design and the sorts of tools you can use to make your website's layout more mobile friendly. But how do we deal with content in this multiscreen world? And how can you make it work more effectively for a more positive user experience?TRANSCRIPT
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“Content Everywhere”: What Does It Mean and
How Do I Use It?
BRIDGET RANDOLPH
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In 2012, global mobile data traffic was 12x the size of the entire Internet in the year 2000.
@BridgetRandolphBridget Randolph
ALL Global Internet Traffic in 2000
Global Mobile Traffic in 20120
200
400
600
800
1000
75
885
petabytes/month
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So we need mobile-friendly websites.
@BridgetRandolphBridget Randolph
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But “mobile” isn’t just one thing
@BridgetRandolphBridget Randolph
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It’s aMultiscreen World
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Responsive Design.
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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Responsive Design = mobile-friendly webpages
@BridgetRandolphBridget Randolph
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But…
CONTENT != WEBPAGE
Bridget Randolph @BridgetRandolph
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LAYOUT = WEBPAGE
@BridgetRandolphBridget Randolph
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CONTENT
• Timeline
• Related Topics
• Other Posts by
This Author
• BUY button
• Navigation
• Social Buttons
LAYOUT
• Sidebar
CAN BE
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLE
StarbucksImage/Graph etc.
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLE
Starbucks
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLE
StarbucksImage/Graph etc.
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLE
Starbucks
Bridget Randolph @BridgetRandolph
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How Do We Fix This?
Bridget Randolph @BridgetRandolph
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Content Everywhere.
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CONTENT EVERYWHERE
• What Is It?• How Does It Work?• Why Should I Care?
Bridget Randolph @BridgetRandolph
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a system for managing our content
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across multiple platforms and channels
Bridget Randolph @BridgetRandolph
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Responsive Design…
but for content.
Bridget Randolph @BridgetRandolph
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This system enables us to…
Bridget Randolph @BridgetRandolph
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…stop doing extra work.
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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EXAMPLEA print publication decides to go onlineImage/Graph etc.
Bridget Randolph @BridgetRandolph
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So they create an online edition.(So far so good.)
REDLOOKMagazineOnline
FeaturesFeature 1Feature 2Feature 3Regular Columns
Cover StoryBy Author Byline
LONDON, UK., -- Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore
Ad
Ad
Bridget Randolph @BridgetRandolph
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Lots of mobile traffic, so they create a mobile edition with a mobile-friendly layout.
(Still, so far so good.)
REDLOOKm.online
Cover StoryBy Author
LONDON, UK., -- Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliq
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Mobile edition.Tablet edition.
Mobile app for iOS.Mobile app for Android.
Tablet app for iOS.Tablet app for Android.
Email campaigns.Social media.
Instapaper.
Bridget Randolph @BridgetRandolph
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We need a better way to…
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COPE.
Bridget Randolph @BridgetRandolph
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CreateOncePublishEverywhere
Bridget Randolph @BridgetRandolph
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Stop making more content, start building
systems.
Sara Wachter-Boettcher
from Content Everywhere: Strategy and Structure for Future-Ready Content, December 2012, Rosenfeld Media
Bridget Randolph @BridgetRandolph
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…stop making more VERSIONS
of our content, that is.
Bridget Randolph @BridgetRandolph
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How Does It Work?
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3 Steps:
1. Categorise Your Content2. Create the Relationships3. Implementation
Bridget Randolph @BridgetRandolph
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Step 1: Categorise Your Content
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We need to take our unstructured “blobs” of content and turn them into structured
“building blocks”.
Categorise Your Content
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(What’s a blob?)
@BridgetRandolphBridget Randolph
Categorise Your Content
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The goal is…
@BridgetRandolphBridget Randolph
Categorise Your Content
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…to understand the
purpose and meaning of each piece of content
Bridget Randolph @BridgetRandolph
Categorise Your Content
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instead of
@BridgetRandolphBridget Randolph
Categorise Your Content
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Creating Content for Content’s
Sake
Bridget Randolph @BridgetRandolph
Categorise Your Content
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Content Audit
Bridget Randolph @BridgetRandolph
Categorise Your Content
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Divide Content into “Types”, or Categories
ALL CONTENT
Feature Article
Author Profile
ReportCase Study
Recipe Review
Bridget Randolph @BridgetRandolph
Categorise Your Content
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Divide each “Type” into “Elements”, or Building Blocks
FEATURE ARTICLE
Headline/Title
Main BodyImage
Related Articles
Author Teaser Paragraph
Bridget Randolph @BridgetRandolph
Categorise Your Content
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Step 2: Create the Relationships
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Content ModelsImage/Graph etc.
Create the Relationships
Bridget Randolph @BridgetRandolph
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1) Model the Relationships between Types
Dish
Event/Holiday
Recipe
Menu
Ingredient
Cuisine
Bridget Randolph @BridgetRandolph
Create the Relationships
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2a) Model the Relationships within a TypeEXAMPLE 1 – Grocery Store
Recipe• Title• Byline• Teaser• Image• Instructions• Ingredients• Nutritional Info• Yield• Cooking/Prep Time
Store Category
Specialty Diet
Bridget Randolph @BridgetRandolph
Create the Relationships
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2b) Model the Relationships within a TypeEXAMPLE 2 - Epicurious
Recipe• Title• Byline• Publication Attribution• Yield• Active Time• Total Time• Teaser Description• Image• Ingredients• Preparation• Wine Pairings• Reviews• Main ingredients• Type• Dietary considerations• Related Menus• Related Recipes
Recipe Types
Related Wines
Related Menus
Reviews
Related Diets
Related Recipes
Bridget Randolph @BridgetRandolph
Create the Relationships
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Specify a Hierarchy
using conditional rules and three main criteria:
Bridget Randolph @BridgetRandolph
Create the Relationships
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MEANING: “Keep image thumbnail beside title at all times.”
Bridget Randolph @BridgetRandolph
Create the Relationships
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PRIORITY: “Call to Action button
should always be below the title and teaser but as close
to the top as possible.”
Bridget Randolph @BridgetRandolph
Create the Relationships
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RELATIONSHIPS: “Author byline should
always be directly below the title.”
Bridget Randolph @BridgetRandolph
Create the Relationships
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Markup
Bridget Randolph @BridgetRandolph
Create the Relationships
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Markup: Tags vs Formatting
<headline/><author/>
<call to action/>
• bold, 20pt• link to author page• big green “BUY” button
instead of
SEMANTIC MARKUP
PRESENTATIONAL MARKUP
Bridget Randolph @BridgetRandolph
Create the Relationships
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We need to give our content a standardised, flexible structure instead of just editing its
format each time we use it.
STRUCTURE<h1></h1>
<attribute=‘author><type=‘timeline’/>
FORMAT<font=“TrebuchetMS”>
<font-size: 20pt><font-color: blue>
vs
Create the Relationships
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You wouldn’t create a responsively designed webpage layout with formatting.
It’s the same principle.
@BridgetRandolphBridget Randolph
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Remember:
MARKUP != SCHEMA.ORG
Bridget Randolph @BridgetRandolph
Create the Relationships
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HTML• Microformats• HTML5 Microdata• Schema.org
Structural• XML• RDF• OWL• DITA
Bridget Randolph @BridgetRandolph
Create the Relationships
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Does it matter which one you use?
Bridget Randolph @BridgetRandolph
Create the Relationships
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Not really.
Bridget Randolph @BridgetRandolph
Create the Relationships
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The important thing is to
Bridget Randolph @BridgetRandolph
Create the Relationships
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Create STRUCTURE, not FORMATTING.
Bridget Randolph @BridgetRandolph
Create the Relationships
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Step 3: Implementation
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You’ll need to work with your developers to customise your CMS
Implementation
Bridget Randolph @BridgetRandolph
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Ok, this is pretty COOL!Image/Graph etc.
Bridget Randolph @BridgetRandolph
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But I do SEO, not Content Management Systems.
Bridget Randolph @BridgetRandolph
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Why Should *I* Care?
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Don’t be so GRUMPY!Image/Graph etc.
Bridget Randolph @BridgetRandolph
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TL;DRWe should care because
Bridget Randolph @BridgetRandolph
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it makes our lives easier
Bridget Randolph @BridgetRandolph
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and
Bridget Randolph @BridgetRandolph
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improves the overall user experience.
Bridget Randolph @BridgetRandolph
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But also…
Bridget Randolph @BridgetRandolph
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4 key areas for SEO
Bridget Randolph @BridgetRandolph
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1. better internal linking
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLEArizona Board of Tourism
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLEBBC Wildlife Finder
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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2. content hubs for money keywords
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLEBBC Food – “dish” pages
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLEBBC Food – “ingredient” pages
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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Results
BBC Food saw an increase of
more than 150,000 visitors weekly from search alone
and
Overall traffic doubled, from around 650,000 weekly visitors to around 1.3 million.
@BridgetRandolphBridget Randolph
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3. better CRO/UX
Bridget Randolph @BridgetRandolph
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REAL WORLD EXAMPLE
Starbucks
Bridget Randolph @BridgetRandolph
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4. structured data
@BridgetRandolphBridget Randolph
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SEOs LOVE Structured Data.
Bridget Randolph @BridgetRandolph
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*I* love Structured Data.
Structured Data
Bridget Randolph @BridgetRandolph
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WHY?
Bridget Randolph @BridgetRandolph
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Because it does my job for me.
Bridget Randolph @BridgetRandolph
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My Job = explaining to the search engine
what my website is about
Bridget Randolph @BridgetRandolph
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Structured Data =
Rich Snippets and Better SEO
Bridget Randolph @BridgetRandolph
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You can’t use it mindlesslyImage/Graph etc.
Bridget Randolph @BridgetRandolph
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So Use It Wisely.
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The Content Everywhere system will not…
Bridget Randolph @BridgetRandolph
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Help with device-, site-, or page-specific content or features
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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Prevent duplicate content issues
Bridget Randolph @BridgetRandolph
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It’s a System, NOT a Strategy
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Strategy tells you what, when, how to create
VS.
Systemgives you a framework to
deliver your content
@BridgetRandolphBridget Randolph
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Hopefully, you’re convinced.
Bridget Randolph @BridgetRandolph
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What’s the takeaway?
Bridget Randolph @BridgetRandolph
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We want to create flexible content so that our audience can
find it, use it, learn from it, share it, and love it.
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…read it.
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It’s all about future-proofing your content.
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You don’t have to implement it all at once.
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But something is better than nothing.
(PROTIP: Don’t be a Starbucks)
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So let’s start planning for the future.
(you don’t really have a choice)
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Read the Book.
Content Everywhere: Strategy and Structure for
Future-Ready Content
by Sara Wachter-Boettcher,
December 2012, Rosenfeld Media.
Image/Graph etc.
Bridget Randolph @BridgetRandolph
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NotesSources:
Mobile Data Traffic Statistic from: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.htmlContent Everywhere book: http://rosenfeldmedia.com/books/content-everywhere/Sara Wachter-Boettcher blog: www.sarawb.com Karen McGrane blog: www.karenmcgrane.comA List Apart: http://alistapart.com/
Image Credits:
Mobile devices Image: http://www.universalmind.com/uploads/cache/uploads/mindshare/7387824246_f7b707675e_590_230_90_c1.jpgStarbucks example: www.starbucks.com/coffee/dark/espresso-roast Lazy College Senior meme: http://knowyourmeme.com/photos/262971-lazy-college-seniorMagazine Cover: www.fakeazine.com blob: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR4XYMAvMUTmEO8xrpEn8EQYQtlrrespzlmbZwsPKScDSm3diIXDgbuilding blocks: http://www.linvio.com/images/pmtx/building_blocks_med.jpgCool Obama: http://1.androidauthority.com/wp-content/uploads/2012/03/Not-Bad-Obama-Meme2.jpgGrumpy Cat: http://www.catster.com/files/original.jpgArizona Board of Tourism: http://arizonaguide.com/places-to-visit/north-central-arizona/sedonaBBC Examples: www.bbc.co.uk/wildlifefinder AND www.bbc.co.uk/foodRich snippets image: http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.pngRyan Gosling Meme: www.memegenerator.comContent buzzword wordcloud: https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERg Dilbert comic strip image: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/p480x480/537888_518359451541411_121747558_n.jpgContent Everywhere book cover: http://www.digitalforreallife.com/wp-content/uploads/2013/03/content-everywhere-lg.gif
Bridget Randolph @BridgetRandolph