Karen McGrane, author of ‚Content Strategy for Mobile’ and pioneer in user experience design and content strategy discusses content marketing opportunities in the disruptive rise of mobile technology. In a world, where 87% of connected device sales will be tablets and smartphones within three years, marketing has a unique opportunity, right now, to clean up crappy, outdated, useless content. Less verbose, more succinct; less ugly, more attractive; less awkward, more intuitive; less about us, more about you.

1. Content Strategy
for a Mobile World
Karen McGrane

2. CONTENT IN A ZOMBIE APOCALYPSE
@karenmcgrane

3. PRINT

4. WEB

5. MOBILE

6. TABLETS

7. SMART TV

8. IN-CAR

9. STAR TREK COMPUTER

11. WATCHES

12. STADIUM SCOREBOARDS

13. DIGITAL SIGNAGE

14. REFRIGERATOR

15. TOAST

16. CONTENT
EMAIL
INTRANET
SOCIAL
MEDIA
MICROSITES
MOBILE
WEB
WEBSITE
PRINT
TABLET
APPS
MOBILE
APPS
BLOGS
SMART
TV
IN-CAR
SYSTEMS
GOOGLE
GLASS
DIGITAL
SIGNAGE
DELICIOUS
TOAST
WATCHES

17. PROTECT OURSELVES

18. TRUE SEPARATION OF
CONTENT FROM FORM

19. The future of content management
systems is in their ability to
capture the content in a clean,
presentation-independent way.
—Daniel Jacobson, Netflix

24. THE WEB IS NOT A LASER PRINTER

25. Imitating paper on a
computer screen is like
tearing the wings off a 747
and using it as a bus on
the highway.
—Ted Nelson

26. BLOBS vs. CHUNKS

27. STRUCTURED CONTENT
SEMANTIC METADATA
CONTENT PACKAGES
AUTHOR EXPERIENCE

33. SEMANTIC METADATA

34. Ethan Resnick,
@studip101
Metadata is a love
note to the future.
Metadata is the
new art direction.
Jason Scott, @textfiles

37. CONTENT PACKAGES

38. A PACKAGE OF IMAGE CROPS

39. TRUNCATION IS NOT A
CONTENT STRATE…

40. AUTHOR EXPERIENCE

42. They hate
all the fields.
They say they want
Microsoft Word.
WYSIWYG
is what they
understand.

43. If I had asked people what
they wanted, they would have
said faster horses.
—Not Henry Ford

45. “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

46. THE WEB ISN’T PRINT.

47. THE WAY PEOPLE CREATE
CONTENT HAS TO CHANGE.

48. OUR FUTURE DEPENDS ON
FIGHTING OFF THE ZOMBIES

49. THANK YOU
@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

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