Post on 08-Sep-2014
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CONTENT STRATEGY FOR MOBILE@karenmcgrane
Could have done with less discussion on content strategy.
WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTROExercise: Convince Your CEO 9:00–10:30
Break 10:30–11:00
ADAPTIVE CONTENTExercise: State of the Mobile Web 11:00–12:00
Lunch 12:00–1:30
CONTENT INVENTORY Exercise: Select Content to Include + Exclude 1:30–3:00
Break 3:00–3:30
CONTENT MODELINGExercise 4: Create Content Packages 3:30–5:00
FOUR MOBILE TRUTHS
CONTENT MATTERS ON MOBILE.
1.
STRIVE FOR CONTENT PARITY.
2.
IT’S NOT A STRATEGY IF YOU CAN’T MAINTAIN IT.
3.
YOU DON’T GET TO DECIDE WHICH DEVICE PEOPLE USE.
THEY DO.
4.
No one will ever need to do that on mobile.
ADVERTISER PLACES ITS URL IN A TV SPOT
86% say they use their smartphone
while watching television
Source: Nielsen, Google
79% of large advertisers do
not have a mobile site
Pepsi’s annual marketing budget is$1.7 BILLION USD
RESTAURANT WEBSITE BUILT ENTIRELY USING FLASH
Source: Google
30% of searches for restaurants come from
mobile
RETAILER REALIZES THAT PEOPLE USE THEIR MOBILES IN-STORE
33% say they use their
smartphone while in-store
Only 37% of retailers have a mobile website
Source: Google
66% say they use their
phones to “pre-shop”
stores
FINANCIAL SERVICES FIRMS BALANCE TRANSACTIONS AND INFORMATION
15% of searches for finance and insurance
content are mobile
Source: Google
“If your organization’s information is not available on a small screen, it’s not available at all to people who rely on their mobile phones for access. That’s likely to be young people, people with lower household incomes, and recent immigrants—arguably important target audiences for public health messages.
—Pew Research
UNIVERSITY WANTS TO REACH PROSPECTIVE STUDENTS
Source: Nielsen, Pew
62% of people 18–24 have a smartphone
42% of them say they rarely
use the desktop web.
GOVERNMENT MUST PROVIDE ACCESS TO ALL
60% with income
below $25,000 have no
Internet access at home
Low income
smartphone penetration jumped from 20% to 35%
in 2011Source: Nielsen, Pew
By 2015, more Americans will access the internet through mobile devices than through desktop computers.
Source: IDC
No one will ever need to do that on mobile.
Somebody already wants to do that on mobile.
Mobile should be the “lite” version.
Build a separate mobile site
Auto-redirect searches to your mobile site
Send users who need more info to the desktop site
✘
✘
✘
Cut features and content not core to the mobile use case ✘
SCREEN SIZE IS NOT CONTEXT
THE LONG TAIL OF CONTENTThe last 20 or so pages still drive more than 1000 page views
Source: Hubspot.com
BEWARE PERSONALIZED INTERFACES
http://blogs.msdn.com/b/jensenh/archive/2006/03/31/565877.aspx
united club membership
SEPARATE MOBILE SITES BREAK SOCIAL
A LINK TO THE FULL DESKTOP WEBSITE IS A TERRIBLE USER EXPERIENCE.
Mobile should offer anequivalent experience.Mobile should be the “lite” version.
Our current publishing processwill support mobile.
MobileWeb
MOBILE IS A FILTER, NOT A FORK
78% of businesses
plan to deploy tablets by
2013
47% want tools for their
sales force
Source: Model Metrics
NO FORKING WAY
Our current publishing processwill support mobile.
Our editorial process, workflow, and governance will need to change.
DISCUSSIONCONVINCE YOUR CEOImagine you have a meeting with your chief executive or main client stakeholder to convince him or her that you need a more robust mobile content strategy. _What are the barriers that are preventing you from getting your content on mobile?
_What are your 3–5 main talking points? How will you persuade your executives you need to do this?
WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTROExercise: Convince Your CEO 9:00–10:30
Break 10:30–11:00
ADAPTIVE CONTENTExercise: State of the Mobile Web 11:00–12:00
Lunch 12:00–1:30
CONTENT INVENTORY Exercise: Select Content to Include + Exclude 1:30–3:00
Break 3:00–3:30
CONTENT MODELINGExercise 4: Create Content Packages 3:30–5:00
ADAPTIVE CONTENTWhat is it, and why would I want it?
“Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one.
—Ethan Marcotte Responsive Web Design
“You can’t 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 description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value.
—Nic Newman, BBC
CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEBWEBSITE
TABLET APPS
MOBILE APPS
BLOGS
REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENT CONTENTMEANINGFUL METADATAUSABLE CMS
REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENT CONTENTMEANINGFUL METADATAUSABLE CMS
MULTIPLE VERSIONSALTERNATIVE FALLBACKS
REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENT CONTENTMEANINGFUL METADATAUSABLE CMS
CHUNKS, NOT BLOBS
REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENT CONTENTMEANINGFUL METADATAUSABLE CMS
Their current website’s landing page is 1.5MB of tangled HTML, inline styles,
Flash presentations, enormous slideshows, and deeply nested
weird <div>s.
@lyzadanger
REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENT CONTENTMEANINGFUL METADATAUSABLE CMS
Metadata is a love note to the future.
Jason Scott, @textfiles
REUSABLE CONTENTSTRUCTURED CONTENTPRESENTATION-INDEPENDENT CONTENTMEANINGFUL METADATAUSABLE CMS
Content admins hate all the fields.But the reason they hate all the fields
is the workflow is bad.
Jason Pamental, @jpamental
Jeff Eaton, @eaton
Most CMSs were designed to provide an interface to a data model rather than
a user experience that helps content creators complete their tasks.
TASKS ARE MORE IMPORTANT THAN THE DATA MODEL.
“The happier people are, the better their content will be, the more content they’ll produce.
—Patrick Cooper, NPR
“Beautiful software, even for back-end users, is becoming an expectation.We’re moving in this direction because we now understand that better content management systems foster better content.
—Matt Thompson
EXERCISESTATE OF THE MOBILE WEBCompare and contrast the a mobile website with the desktop website. (Don’t look at apps, just the mobile web.)_How much content is offered on the mobile website compared to the desktop site?
_Is the architecture and navigation the same or different?
_Is the branding and messaging the same or different?_How do you imagine this is managed in the CMS?
MOBILE CONTENT STRATEGY PROCESSWhat do you need to do?
WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTROExercise: Convince Your CEO 9:00–10:30
Break 10:30–11:00
ADAPTIVE CONTENTExercise: State of the Mobile Web 11:00–12:00
Lunch 12:00–1:30
CONTENT INVENTORY Exercise: Select Content to Include + Exclude 1:30–3:00
Break 3:00–3:30
CONTENT MODELINGExercise 4: Create Content Packages 3:30–5:00
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_Choosing which content to include and exclude
_Using headings as navigation labels_Truncating body copy for summaries_Resizing images_Ensuring appropriate file formats_Presenting appropriate next steps
88
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
TYPICAL CONTENT INVENTORYInventories typically look at pages:_Page title, including the main title and what appears in the meta <title> tag
_Content type or CMS template_Page URL_Content owner and/or person who last updated the page_Date the page was created and/or last updated_Keywords that describe the page _Page rank or number of visits
Section Page Name Page Template URL Owner Last Update Keywords Page Rank Notes0.0 Home Homepage Homepage 4/17/20121.0 Our Products Our Products Landing Page Landing page 6/18/20111.1 Our Products Acme Cage Mousetrap Product page 6/18/2011 All product pages
contain description, image and specs
1.2 Our Products Acme Snap Mousetrap Product page 6/18/20111.3 Our Products Acme Glue Mousetrap Product page 6/18/20111.4 Our Products Acme Mouse Poison Product page 6/18/20111.5 Our Products Acme Live-Catch Mousetrap Product page 6/18/20111.6 Our Products Acme Bucket Trap Product page 6/18/20112.0 Our Services Our Services Landing Page Landing page2.1 Our Services In-home Consultation Landing page
2.2.0 Our Services Rodent Control Services Landing page2.2.1 Our Services Trap Setting and Removal Article Page2.2.2 Our Services Rodenticide Sprays Article Page2.2.3 Our Services Mouse Contraceptives Article Page2.2.4 Our Services Varmint Hunting Article Page2.2.5 Our Services Cat Rental Article Page
2.3 Our Services Request a Brochure Form Sends to Excel3.0 News and Insights News and Insights Landing
PageEditorially controlled page 4/17/2012
3.1.0 News and Insights Pest Control Perspectives Listing Page 4/17/20123.1.1 News and Insights New Developments in
Possum MonitoringIndividual Whitepaper 4/1/2012
3.1.2 News and Insights Improving Pest Management and Reducing Pesticide Risks in Schools and Parks
Individual Whitepaper 3/1/2012
3.1.3 News and Insights Is Pest Control for the Birds? Individual Whitepaper 2/1/20123.1.4 News and Insights Selling a Cheaper
Mousetrap: Entry and Competition in the Retail Sector
Individual Whitepaper 11/1/2011
3.1.5 News and Insights Mouse control: Are Microchips the Answer?
Individual Whitepaper 10/1/2007
3.1.6 News and Insights Hantavirus Transmission in Urban Areas
Individual Whitepaper 1/1/2008
3.1.7 News and Insights Infection Control Challenges Hospitals Must Address During Construction
Individual Whitepaper 2/1/2008
3.1.8 News and Insights Using Barn Owls for Rodent Control
Individual Whitepaper 3/1/2008
3.1.9 News and Insights Rodent Control After Hurricanes and Floods
Individual Whitepaper Apr 1, 2008
3.1.10 News and Insights Techniques Used In Rodent Control to Safeguard Non-Target Wildlife
Individual Whitepaper May 1, 2008
3.2.0 News and Insights Resources for Consumers Listing page(s) of all articles3.2.1 News and Insights What you can do to control
rodents outside.Individual article Dec 1, 2006
3.2.2 News and Insights Expert tips for using pest control devices
Individual article Jan 1, 2007
3.2.3 News and Insights Natural Rodent Control: Is it Safe? Does it Work?
Individual article Feb 1, 2007
3.2.4 News and Insights How to Eliminate Rats in Your Home
Individual article Mar 1, 2008
3.2.5 News and Insights Protect Yourself From Rodent Intruders
Individual article Apr 1, 2008
3.2.6 News and Insights It’s Raining Rats and Mice! Individual article May 1, 20083.2.7 News and Insights Eliminating House Mice:
Extermination and Prevention Tips
Individual article Jun 1, 2008
3.2.8 News and Insights Safe Ways to Control Pests Around Your Home
Individual article Jul 1, 2008
3.2.9 News and Insights How to Control Garden Pests with Animals and Insects
Individual article Aug 1, 2008
3.2.10 News and Insights Organic Pest Control Options in Organic Gardening
Individual article Sep 1, 2008
3.2.11 News and Insights Pest Identification Map: See What’s Biting in Your Area
Individual article Oct 1, 2008
3.2.12 News and Insights What Makes Flea Pest Control Different From Other Forms of Pest Control?
Individual article Jan 1, 2009
3.3.0 News and Insights Press Room Overview of all media materialsOverview of all media materials Includes contact info for PR Dept.
3.3.1.x News and Insights Press Release Individual press release More than one page3.3.2.x News and Insights Video Template Individual video page More than one page3.3.3.x News and Insights Webinar Template Individual webinar page More than one page
4.0 Our Team Our Professionals Landing Page
Landing page with info about staffLanding page with info about staffLanding page with info about staff
4.1.0 Our Team People Search Search for specific people Search by name, office, speciality
4.1.1 Our Team People Search Results Results for people search4.2.0 Our Team Executive Team Bios for executive team Only bios for executive
team4.3 Our Team Careers Landing page for job seekersLanding page for job seekers Links out to
Monster.com5.0 About Us About Us Landing Page Landing page for company infoLanding page for company info
5.1.x About Us Company History Detailed description of historyDetailed description of history More than one page5.2 About Us Interactive Timeline Timeline of great moments in pest controlTimeline of great moments in pest controlTimeline of great moments in pest controlTimeline of great moments in pest control Built in Flash5.3 About Us What Makes Us Special Key differentiators
5.4.0 About Us Locations Map and contact info Offices listed in alphabetical order
5.4.1 About Us Individual Office Page Address and Directions Includes Google Map5.5 About Us Contact Us Contacts via phone, email, mail, formContacts via phone, email, mail, formContacts via phone, email, mail, form6.0 Just For Fun! Just For Fun Landing Page Landing page for games6.1 Just For Fun! Mousetrap Game Online version of board gameOnline version of board game Built in Flash6.2 Just For Fun! Rube Goldberg Contraption Build your own contraption Built in Flash6.3 Just For Fun! Send an e-card Collection of mouse-themed cardsCollection of mouse-themed cardsCollection of mouse-themed cards Links out to 3rd party6.4 Just For Fun! Mousetrap Videos Collection of mousetrap videosCollection of mousetrap videos Links out to 3rd party7.0 Utilities Get in Touch Contact layer (not a page) Track contact requests7.1 Utilities Privacy Policy Text Page7.2 Utilities Terms and Conditions Text Page7.3 Utilities Disclosure Statement Text Page7.4 Utilities Business Continuity Plans Text Page7.5 Utilities Proxy Voting Policies Text Page7.6 Utilities Search Results Site wide search results
CONTENT INVENTORY FOR MOBILEMobile requires looking at chunks and page elements:_Character or word count for headlines, subheads, and page summaries_Character or word count for body copy_Image dimensions or standard crop ratios or cut sizes_Common modules reused across pages (for example, in the right column) which may need to be handled differently on mobile screens_Content format, especially .pdf, .doc, .ppt, or other document formats that won’t condense well on mobile screens_Use of Flash or any other technology that just won’t work on a mobile device
CONTENT INVENTORY IN THE CMSMobile requires understanding how content is stored in the CMS:_Are content objects stored as blobs with embedded formatting?
_Are content objects chunked out into appropriately fielded entries?
_Are the content chunks at the right level of granularity for mobile?
_Does the CMS have the capability of targeting content at the field or component level?
EXERCISECONTENT INVENTORYSelect a reasonably complex page (or set of pages) from PayPal or another site we’ve looked at. _Document what you can about each page. How would you get access to the information you can’t find just by looking at the page?
_Document each content element on the page:• Can you easily identify the format for each object?• Do you need exact sizes or just a rough range?• How will you decide if it should be included?
Page ID
Section
Page Name
URL
Owner
First Published
Last Updated
Item ID Content Element Format Size Owner Include/Exclude Notes
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
RESPONSIVE VS. ADAPTIVE
“Responsive design is client-side, meaning the whole page is delivered to the device browser (the client), and the browser then changes how the page appears in relation to the dimensions of the browser window.
http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
RESPONSIVE DESIGN + CONTENTMust use exactly the same content as on the desktopDifferent front-end code supports different visual stylesCan choose to exclude content, but...Dumb devices often still wind up downloading the full set of content
“Adaptive design is server-side, meaning before the page is even delivered, the server (where the site is hosted) detects the attributes of the device, and loads a version of the site that is optimized for its dimensions and native features.
http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
ADAPTIVE DESIGN + CONTENTIn most cases, you still want to use the exact same content as on the desktopCan serve different content as needed, but...Your CMS has to support targeting content with business rulesYou have to maintain multiple instances
NOT EITHER/ORBOTH + AND
THE SIMPLEST POSSIBLE SOLUTIONWHAT TO INCLUDE + EXCLUDEInclude_Headers — especially to serve as navigation labels
_Body copy — if it’s short enough to act as a teaser
_Call to action links_Header image
Exclude_Most illustrative thumbnail images (unless it’s required, say for retail)
_Media in unsupported formats (Flash videos, complex infographics)
_Large tables or charts
You can change the way it looks, but you cannot change what it is.
EXERCISESELECT CONTENT TO INCLUDEFor each of the following screens, identify which content elements you think should be included on a mobile screen (and which should be excluded.)_Draw an X through the content you wish to exclude._Make notes about the content you choose to include:• Do you think you can get access to the content at
that level of granularity in the CMS?• Is the desired content an appropriate size? Format?• Are there cases where you want or need certain
content, but you must provide an alternative format?
WHAT YOU’RE IN FORMOBILE CONTENT STRATEGY INTROExercise: Convince Your CEO 9:00–10:30
Break 10:30–11:00
ADAPTIVE CONTENTExercise: State of the Mobile Web 11:00–12:00
Lunch 12:00–1:30
CONTENT INVENTORY Exercise: Select Content to Include + Exclude 1:30–3:00
Break 3:00–3:30
CONTENT MODELINGExercise 4: Create Content Packages 3:30–5:00
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
Content precedes design. Design in the absence of content
is not design, it’s decoration.
Jeffrey Zeldman, @zeldman
CONTENT FIRST!
“It is unrealistic to write your content — or ask your client to write the content — before you design it. Most of the time. Content needs to be structured and structuring alters your content, designing alters content. It’s not “content then design” or “content or design.” It’s “content and design.”
—Mark Boulton, @markboulton
“A lot of bad content management implementations homogenize vastly different content types into the same bland template.
The problem in those situations, paradoxically, isn’t too much structure. It’s not enough structure. By defining more content types and modeling them more fully, we can strike the right balance between flexibility and uniformity.
—Yes, I’m quoting myself. What of it?
WHAT IS CONTENT MODELING?The process of turning all the “stuff” in the content on the site into a well-organized system of content types, attributes, and data-types. _What type of content is it? Article, product spec, recipe, slideshow...
_What fields or content attributes need to be entered?_What limits are set on each field? Date format, image specs...
EXERCISECONTENT MODELINGYou will need to make decisions about how to break your content up into discrete elements for publishing to mobile. Keep the following in mind when identifying the properties of a given content type:_How should each content element be broken into fields? _What are requirements and rules for each element? _What constraints should be placed on the types of data stored in each element?
_What “invisible” meta-data might be used to control related content or support dynamic publishing to mobile?
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
INVENTORY YOUR CONTENTSELECT CONTENT TO INCLUDE + EXCLUDEMODEL YOUR CONTENTDEFINE CONTENT PACKAGES
DON’T CREATE CONTENT FOR A SPECIFIC CONTEXT
A PACKAGE OF IMAGE CROPS
HEADLINES
ARTICLE TITLEARTICLE SIDEBARSEOFACEBOOKTWITTERIPHONEANDROID
LENGTH60 characters, 100 characters, 200 characters
TONE + STYLESEO-optimized, Colloqiual
SUPERHEADS + SUBHEADSCombo packages
SUMMARIES
TRUNCATION IS NOT A CONTENT STRATE...
PROGRESSIVE DISCLOSURE
In its purest format, progressive disclosure
means offering a good teaser.
CALL-TO-ACTION LINKS
Different application process — no online application for mobile
Different handling of link to store — maps application on mobile
Different toll free number — for tracking where leads originate
Different content in the CMS
BODY FIELDS AND PAGE BREAKS
SCROLLINGIS OKAY!
ANCHORLINKS
SHOW/HIDE
EXERCISECONTENT PACKAGESDesign an editorial screen used to create and edit the PayPal screen we modeled. Remember to keep the following questions in mind:_What additional fields or attributes will be needed to support publishing in other channels? What sizes will give you the most flexibility?
_Which content elements will require alternative fallbacks? How should those be managed?
_Do you want to provide formatting buttons for some properties? What will happen to that formatting in other channels?
_Will an editor familiar with the visual appearance of an article on the web site be comfortable with the editing screen?
_Some properties are links to other content in the CMS —for example, images may live in an image management app. What tools would simplify the process of an editor managing these connections?
_
TEN SIMPLE STEPS
Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going to guess wrong.
1.
2.Do your research, look at competitors, and evaluate your analytics data. Figure out how to convince the people with money that you need a content strategy for mobile.
3.Before jumping into imagining new mobile products, figure out how you can achieve content parity. Same content where you can, equivalent fallbacks where you can’t.
4.Use mobile as a catalyst to remove content that isn’t providing value. Edit or delete content to make the experience better for all your users— desktop and mobile.
5.Don’t create content for a specific context or platform. It’s not your desktop content, your mobile content, your tablet content, or even your print content. It’s just your content.
Develop a process and workflow that will support and enable maximum content reuse with minimum additional effort. That’s adaptive content.
6.
7.Create content packages: a flexible system of content elements that cover a range of possible uses. Then manage and maintain those content elements all in one place.
8.Separate content from form and create presentation-independent content. Don’t encode meaning through visual styling — instead, add structure and metadata to your content.
9.Ensure that your content management tools make it easy —and possible — for your content creators to develop the content structures needed to support adaptive content.
10.Invest in CMS frameworks that support multi-channel publishing, and make sure your tools, processes, and workflow will support that.
THANKS!
@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
I’M LOCALI’m on the go and need local information.
I’M BOREDPocket Robot. Entertain me!
I’M INFOSEEKINGI need an answer to a question. Now.
BoredBoredBoredInfoseekingInfoseekingInfoseekingLocalLocalLocalBoredInfoseekingInfoseekingInfoseekingLocalInfoseekingInfoseeking
Local25%
Infoseeking44%
Bored31%
EXERCISEWHAT ARE YOU SEARCHING FOR?
CONTENT IS THE MAIN REASON WE USE OUR MOBILE DEVICES.(Aside from Angry Birds.)
We’re about to usher in a golden age of PDFs on the iPad.
Paul Ford, @ftrain
“Existing art and production staffers from the print side would be responsible for making two iPad layouts (one in portrait and one in landscape) on Adobe’s platform.
—Condé Nast Is Experiencing Technical Difficulties
All I see is an entire organization screaming,
“WE WANT IT TO BE THE EIGHTIESDAMMIT.”
Condé Nast Is Experiencing Technical Difficulties
COPE: Create Once, Publish Everywhere
COPE:CREATE ONCE,PUBLISH EVERYWHERE
CONTENT
PROVIDERS
MUSIC
PARTNERS
NPR, Open Content and API’s, O’Reilly Oscon 175
NPR.ORG
NPR Digital Media Examples of COPENPR, Open Content and API’s, O’Reilly Oscon
NPR.ORG PLAYER
NPR Digital Media Examples of COPE
NPR NEWS iPHONE APP
NPR MOBILE WEB SITE
NPR ADDICT IPHONE APPProduced by a public user, based entirely on the NPR API
NPR ON THE PUBLIC RADIO PLAYER
NPR ON WBUR
NPR ON MPR
NPR ON iGOOGLE
NPR IN iTUNES
NPR’S CMS
NPR’S API
BUSINESS VALUE?
Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
2,775
8,700
11,000
22,000
4,300
10,500
13,000
31,000
2010 iPAD ISSUE SALES
NPR PAGE VIEWS
43 Million
88 Million
“Over the last year, NPR’s total page view growth has increased by more than 80%. How did we get that much growth? Our API.
—Zach Brand, Senior Director Technology, NPR
“The biggest impact that the API has made, however, is with our mobile strategy. The API has enabled NPR product owners to build specialized apps on a wide range of platforms and devices, liberating them from being dependent on custom development to access the content. Through this process, we built our iPhone and iPad apps, mobile sites, Android app and HTML5 site, some of which were turned around in a matter of weeks!
SemanticAtomized
Intelligent
Adaptive
Nimble Agile
Structured
Flexible
WHY ARE NEWS ORGANIZATIONS THE INNOVATORS?
Masthead
Hed: Headline, heading, head or title of a story, rarely a complete sentence.Dek: Deck, blurb, or article teaser or sub-headline. A phrase or two between the headline and the body of the article that explains what the story is about.
Lede: Lead, as in leading paragraph, usually the first sentence, or in some cases the first two sentences, ideally 20-25 words in length. An effective lead is a brief, sharp statement of the story's essential facts.
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 eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
•Nut graf
•Nutshell paragraph
•Summarizes the story's content
•Often bullet-pointed
•Sometimes set off in a box
Captions are photo headlinesCutlines are the words (under the caption, if there is one) describing the photograph or illustration.
It’s scary to think about your package devolved into different content elements. It takes imagination and understanding to
take that apart. And courage.
Sarah Chubb Sauvayre, Condé Nast
THE PRIMARY PLATFORM
Thinking about where content will “live” on a “web page” is pretty 1999.
Lisa Welchman, @lwelchman
Metadata is the new art direction.
Ethan Resnick, @studip101
THE MARRIAGE OF CONTENT AND FORM
STRUCTURE EXPRESSED THROUGH STYLING
Content admins hate all the fields.But the reason they hate all the fields
is the workflow is bad.
Jason Pamental, @jpamental
CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT
CONTEXTUAL INQUIRYUSER PERSONASUSER SCENARIOSTASK ANALYSISWORKFLOW MAPPINGCARD SORTINGCONTENT MODELINGITERATIVE PROTOTYPINGUSABILITY TESTINGANALYTICS DATA
CONTEXTUAL INQUIRYUSER PERSONASUSER SCENARIOSTASK ANALYSISWORKFLOW MAPPINGCARD SORTINGCONTENT MODELINGITERATIVE PROTOTYPINGUSABILITY TESTINGANALYTICS DATA
“The happier people are, the better their content will be, the more content they’ll produce.
—Patrick Cooper, NPR
“Beautiful software, even for back-end users, is becoming an expectation.We’re moving in this direction because we now understand that better content management systems foster better content.
—Matt Thompson
“Traditional publishing and content management systems bind content to display and delivery mechanisms, which forces a recycling approach for multi-platform publishing.
—Dan Willis
“A [decoupled] content publishing system creates well-defined chunks of content that can be combined in whatever way is most appropriate for a particular platform. All display issues are addressed by delivery applications, rather than by a content management system earlier in the process.