The Way Forward: What's next for content strategy
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THE WAY FORWARD Content Strategy Forum 2011 @karenmcgrane #csforum11
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Transcript of The Way Forward: What's next for content strategy
THE WAY FORWARD
Content Strategy Forum 2011@karenmcgrane#csforum11
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http://www.flickr.com/photos/filamentgroup/5149016958/
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FRAGMENTED CONTENT MANAGEMENTFRAGMENTED ORGANIZATION STRUCTUREFRAGMENTED DEVICES + PLATFORMS
CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT
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15http://www.deskala.com/new/wp-content/themes/deskala/assets/slide4.jpg
“The happier people are, the better their content will be, the more content they’ll produce.
Digital newsrooms have moved from shoveling to creating. Those two tasks require very different environments.
—Patrick Cooper, NPR
16http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/
“
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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
http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/
CONTENT STRATEGY IS CHANGE MANAGEMENT
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MARKETING
TECHNOLOGY
USER EXPERIENCE
CONTENT STRATEGY
CONTENT MARKETING
CONTENT MANAGEMENT
CONTENT STRATEGY
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Your content person is here
Your content problem is here
21http://www.sba.oakland.edu/Faculty/york/Readings434/Readings/On%20the%20folly.pdf
com
pete
nce
likability
Competent Jerks, Lovable Fools, and the Formation of Social Networks, Harvard Business Review
Dreamy Rockstar
Incompetent Jerk
Competent Jerk
Lovable Fool
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THERE IS NO “MOBILE”
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A TALE OF TWO PUBLISHERS
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We’re about to usher in a golden age of PDFs on the iPad.
30Paul Ford, Ftrain.com
“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
31http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all
All I see is an entire organization screaming,
“WE WANT IT TO BE THE EIGHTIES GODDAMMIT.”
32Condé Nast Is Experiencing Technical Difficulties
33COPE: Create Once, Publish Everywhere
CONTENT
PROVIDERS
MUSIC
PARTNERS
NPR, Open Content and API’s, O’Reilly Oscon 34
NPR.ORG
NPR Digital Media Examples of COPE 35
NPR.ORG PLAYER
36NPR Digital Media Examples of COPE
NPR NEWS IPHONE APP
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NPR MOBILE WEB SITE
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NPR ADDICT IPHONE APP
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Produced by a public user, based entirely on the NPR API
NPR ON THE PUBLIC RADIO PLAYER
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NPR ON WBUR
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NPR ON MPR
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NPR ON IGOOGLE
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NPR IN ITUNES
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NPR’S CMS
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NPR’S API
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BUSINESS VALUE?
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Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
2,775
8,700
11,000
22,000
4,300
10,500
13,000
31,000
IPAD ISSUE SALES
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NPR PAGE VIEWS
43M
88M
“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.
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, open sourced Android app and HTML5 site, some of which were turned around in a matter of weeks!
—Zach Brand, Senior Director Technology, NPR50
Fragmenting our content across different “device-optimized”
experiences is a losing proposition, or at least an unsustainable one.
52Ethan Marcotte, Responsive Web Design
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Metadata is the new art direction.
Ethan Resnick, @studip101
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CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEBWEBSITE
TABLET APPS
MOBILE APPS
BLOGS
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FRAGMENTED CONTENT MANAGEMENTFRAGMENTED ORGANIZATION STRUCTUREFRAGMENTED DEVICES + PLATFORMS
CMS INTERFACES THAT RESPECT CONTENT CREATORS LIKE USERS
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ORGANIZATIONS ALIGNED AROUND CREATING GREAT CONTENT
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COHESIVE STRATEGY FOR CREATING REUSABLE CONTENT ACROSS PLATFORMS
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