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Content Strategy for Smart Content - How to make your content flow

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‘Content Strategy for Smart Content - How to make your content flow‘

Presentation at Content Strategy Conference - Confab Europe, Barcelona, 2014.

Content publishing has transformed from a static universal approach to a dynamic and personalized approach, and is challenged by the convergence of multiple devices and media diversity. Therefore, content needs to be mobile, social, and flexible, responding to the device, location, and the personal needs of customers in order to provide a desired content experience.

This talk will discuss what this complexity means for content and the way it is created, managed, and published. We will discover how content strategy can help us to set our content free and make it flow easily, in order to provide content that your audience really cares about.

Discover how to create content that is designed from scratch to adapt to audience needs, and takes advantage of the capabilities of any device. Learn about structurally rich and semantically aware content, "smart content" that is meaningful to both users and machines. Understand why responsive design by itself is not enough, and how we and our content workflow need to adapt to create more flexible content.

Presented by Theresa Grotendorst & Ute Klingelhöfer

Veröffentlicht in: Internet
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Content Strategy for Smart Content - How to make your content flow

  1. 1. Content Strategy for Smart Content How to make your content „flow“ Theresa Grotendorst @2welten Ute Klingelhöfer @contentwerk Confab 2014, Barcelona
  2. 2. Wearables Smart Devices What Web Browser? - The Internet of Things Augmented Reality Virtual Reality
  3. 3. Past Limited screens & devices Content is limited to a specific purpose Standardized content experience Not scalable, linear content production Content is only interpretable by humans Future Unlimited screens & devices v.s. Content adapts to context automatically Personalized and tailored content experience Dynamically content publishing on-demand Content is interpreted and processed by machines The Future is NOW
  4. 4. The familiar way of content creation Implications of static content Photo credit: morguefile.com limited to one specific audience, purpose, channel suitable content can’t be found content repurposing is impossible limited to one specific technology or device Content is static = limited to one specific purpose & channel Content is unstructured = reuse and dynamic publishing is almost impossible Content is not semantically described = interpretable by humans, not machines
  5. 5. © mpfphotography - fotolia.com Responsive design by itself is not enough! Nice to have, but no solution. How about responsive content?
  6. 6. We don’t need MORE content
  7. 7. Content Like Charles Darwin would say… “It's not the strongest species that survives, nor the most intelligent. It's the one that is most adaptable to change”
  8. 8. What’s smart content? structurally & semantically rich Photo credit: picjumbo.com adaptive & dynamically published
  9. 9. From unstructured, static content to dynamic smart content Unstructured Content Consumed by Humans, Displayed by Machines Semantic meaning Highly automated Logical" structure Flat text Manual Partially High value," Multipurpose " Content Medium value," Repurposed " Content Lower value," Specific Use " Content scalability " of process Richness " of markup Smart Content Consumed by Humans, Displayed, Organized, & Interpreted by Machines Future-ready!
  10. 10. From static content to dynamic smart content 4 Principles 1. Understanding your Audience 2. Making your content findable (Metadata) 3. Preparing for dynamic publishing (Structure) 4. Making your content interpretable by machines (Semantics)
  11. 11. From static content to dynamic smart content 4 Principles 1. Understanding your Audience 2. Making your content findable (Metadata) 3. Preparing for dynamic publishing (Structure) 4. Making your content interpretable by machines (Semantics)
  12. 12. User Centric Content Strategy
  13. 13. Content in Context – The Customer Journey •Awareness • Consideration • Purchase • Delivery ! • Usage • Support •Upgrade/Renew • Advocate • Evangelize What content when? It’s all about people, context and their needs!
  14. 14. Custumer Journey Stage Personas Demand Awareness buyer A catchy video Subject Matter Expert detailed background information Purchase buyer overview of the benefits Subject Matter Expert technical compatibility … … … Example: new vs. experienced user free vs. premium user geographic user profiles etc. Content in Context – The Customer Journey
  15. 15. „Serving everyone the same dinner but at least give them their favorite dessert“ #NYTInnovationReport Mastering personalization
  16. 16. From static content to dynamic smart content 4 Principles 1. Understanding your Audience 2. Making your content findable (Metadata) 3. Preparing for dynamic publishing (Structure) 4. Making your content interpretable by machines (Semantics)
  17. 17. Make your content findable Great content isn’t really great until it gets found, consumed and shared
  18. 18. Metadata - Label your content! #entitlements #emotion #usage #versioning #trust #value adding meaningful context to you content by using semantic markup tell other systems what to do with your content
  19. 19. From static content to dynamic smart content 4 Principles 1. Understanding your Audience 2. Making your content findable (Metadata) 3. Preparing for dynamic publishing (Structure) 4. Making your content interpretable by machines (Semantics)
  20. 20. „one size fits all“ vs. personalized/tailored content Photo credit: gratisography.com Dynamic publishing happens on-the-fly
  21. 21. Dynamic Publishing requires Structure Structure sets content free Structure allows modularization
  22. 22. Webinar Blog Post Press Release Testimonial Online Ads Case Study etc. Whitepaper Product Review Tutorial Documentation Newsletter Training FAQ Analyzing your content
  23. 23. Newsletter Blog Post Documentation Case Study Product Description Special Offer Product Description Technical Specs Interview Product Description Use Case Scenario Use Case Scenario Product Description Technical Specs Use Case Scenario Product Description Product Description Analyzing your content
  24. 24. Analyzing your content Content Type Content Source Information Products Newsletter Website Docu-mentation Blog … Product Description Marketing x x x x Case Study R&D x x x Testimonials CRM x x FAQ Support x x Contact data - x x x x …
  25. 25. News article <headline> <body> <image> <lead> <conclusion> <facebook excerpt> <image> <summary> <comments> <background information> <interview> <quote> <author’s biography> <image> < … > Building structured content models
  26. 26. Building structured content models News article Free Users’s Content Premium User’s Content v.s. Structured content to suit different users' needs
  27. 27. Building structured content models News article Headline Byline Lead Body Infographic Background Information Interview Image Image Image Image Quote Conclusion Author’s biography Facts Comments Content pool Topic X Quote Image Premium Premium Premium Premium Premium Premium
  28. 28. From static content to dynamic smart content 4 Principles 1. Understanding your Audience 2. Making your content findable (Metadata) 3. Preparing for dynamic publishing (Structure) 4. Making your content interpretable by machines (Semantics)
  29. 29. People understand… Machines don’t. Why Semantics? „Dynamic responsiveness can only be realized when the surrounding infrastructure of the content can ‘understand’ the situational context.“
  30. 30. A piece of information is really only defined by what it's related to, and how it's related. There really is little else to meaning. The structure is everything. - Tim Berners-Lee Photo credit: gratisography.com What is meaning?
  31. 31. hyperlink Linked Data http://wikipedia.org/Spain http://wikipedia.org/Madrid has capital city RDF - Resource Description Framework Data format for Linked Data
  32. 32. Creadit: Wikipedia CC BY-SA 3.0 Linked Open Data on the Web
  33. 33. It’s no new world Semantics are already in place…
  34. 34. It’s no new world Semantics are already in place…
  35. 35. Ontologies "People can't share knowledge if they don't speak a common language." Machines neither.
  36. 36. has capital city Ontologies http://wikipedia.org/Spain http://wikipedia.org/ Country City Madrid "People can't share knowledge if they don't speak a common language." Machines neither.
  37. 37. BBC News Storyline Ontology http://www.bbc.co.uk/ontologies/storyline
  38. 38. BBC News Storyline Ontology
  39. 39. Example: BBC Football Cup 2010 32 teams, 8 groups, 736 players = 776 pages
  40. 40. Example: BBC Football Cup 2010
  41. 41. Dream Big. Start Small. 1. Pick a semantic markup format 2. Mark up your content 3. Use ontologies to enable interoperability between systems 4. Publish your content as Linked Data on the Web
  42. 42. Dream Big. Start Small. 2. Mark up your content Rich Snippets schema.org Google Structured Data Markup Helper + Testing Tool
  43. 43. Semantic Solutions & Tools and many more… Semantic CMS Semantic Plugins/Extensions for popular CMS Other Semantic Tools & Frameworks
  44. 44. Semantics in the Content Value Chain Content Acquisition Content Editing Content Distribution Content Consumption Content Pooling Harvesting, Storage and Integration of internal & external content sources Content Enrichment Semantic analysis, adaptation & linking of content Improved findability, Contextualisation / Personalization of content through dynamic publishing Provision of machine-readable / semantic interoperable content and metadata
  45. 45. Content evolution Semantic meaning Highly automated Logical" structure Flat text Structured" Content Consumed by Humans, Displayed & Organized by Machines Manual Partially High value," Multipurpose " Content Medium value," Repurposed " Content Lower value," Specific Use " Content scalability " of process Richness of markup Unstructured Content Consumed by Humans, Displayed by Machines Smart Content Consumed by Humans, Displayed, Organized, & Interpreted by Machines Future-ready!
  46. 46. Smart content allows a unique content experience.
  47. 47. If you love your content set it free! Theresa Grotendorst Twitter: @2welten Ute Klingelhöfer Twitter: @contentwerk

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