How to Future-proof Your Content 07 February 2013 by Sarah Beckley of razorfish
Jun 21, 2015
How to Future-proof Your Content 07 February 2013
by Sarah Beckley
of razorfish
2
• Senior Content Strategist, Razorfish, Chicago
• 7 years in Content Strategy
• +10 years tech/web writing
• Specialize in the financial services industry
• @sarahbeckley
2
Sarah Beckley
The Past Perfect Fail
4
Even the dead have a website
5
5
The Home page is dead
6
6
Heck, the web page is dead
Turn Content Around
8
Novel = Vlog + Twitter + Tumblr
8
9 9
Serial = Mobile app + UGC w/a twist
10
10
Content = Live + Multimedia + TV
Sources: Olympics: User Experience and Design and Sports Refresh: Dynamic Semantic Publishing, bbc.co.uk./blog
Future Tense
12
Future content must be magical
•Adaptable
•Accessible
•Agile
•Findable
•Mutable
•Nimble
•Responsive
13
Future content keywords
•Structure
•Schema
•Size
•Standards
•Socialize
14
• The Journalism model: head, caption, body
• Metadata
• Semantics
• Tags
• XML
• HTML5
14
Structure: Put a tag on it
15
• Map relationships
• Identify Content types
• Flexible
• Governable
15
Schema: Draw a map
16
Size: Small but effective
17
Socialize: Drive the bus
18
• Content guidelines
• Governance board
• Editor in chief
• Document everything
18
Standards: Draw a line in the sand
Ouroboros
20
• 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
22
The details are here
End