Updating your Content Strategy for
a Community-driven World
@nozurbina
Noz Urbina
@nozurbina
Me/Mekon
~ Consultant/Trainer for Mekon Ltd.
(www.mekon.com)
– Content strategy
– Mekon 20 years, me 10 years – specialists in content
and mark-up
– Small-to-medium-to-huge enterprises
@nozurbina
– Small-to-medium-to-huge enterprises
~ Mekon principal sponsor, myself chairperson for
Congility events (www.congility.com)
– Today’s Content Needs Agility
www.mekon.com/
lessworkmoreflow.blogspot.com/
@nozurbina
The World of Content
Nothing has changed...
...and everything has changed.
StandardsStandards
XML XML
SpeedSpeed
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...and everything has changed.
Single Single
SourcingSourcing
Strategy & Strategy &
ROIROI
EfficiencyEfficiency
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GOING SOCIAL
Getting your ducks in a row
~ Before you can integrate community driven
content, you must make sure you’re
managing yours correctly
~ There are a lot of underlying challenges
@nozurbinahttp://www.flickr.com/photos/aidanmorgan/4204877203/
Formats are diverse
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Mobile formats are diverseFormat Extn DRM Image Table Sound Inter-
activity
Word
wrap
Open
Standard
Book-
marking
Video
ArchosReader .aeh Yes Yes ? No No Yes No Yes ?
DjVu .djvu ? Yes Yes No No No Yes Yes ?
EPUB (IDPF) .epub Yes Yes Yes Yes Yes Yes Yes Yes/No Yes
FictionBook .fb2 No Yes Yes/No No No Yes Yes ? ?
HTML .html No Yes Yes Yes No Yes Yes No Yes[
Kindle .azw Yes Yes Yes Yes Yes Yes No Yes ?
Microsoft .lit Yes Yes ? No No Yes No Yes ?
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Microsoft
Reader
.lit Yes Yes ? No No Yes No Yes ?
Mobipocket .mobi Yes Yes Yes No Yes Yes No Yes ?
Multimedia
Ebook
.exe Yes Yes ? Yes Yes No Yes Yes ?
eReader .pdb Yes Yes ? No No Yes No Yes ?
Plain text .txt No No No No No Yes Yes No No
Plucker .pdb Yes Yes Yes No Yes Yes Yes Yes ?
PDF .pdf Yes Yes Yes Yes Yes No Yes Yes Yes
PostScript .ps No Yes ? No No No Yes ? ?
Repligo .rgo ? Yes Yes No No Yes No No ?
TealDoc .pdb Yes Yes ? No No Yes Yes Yes ?
Tome Raider .tr2, .tr3 Yes Yes ? No No Yes No ? ?
http://en.wikipedia.org/wiki/Comparison_of_e-book_formats
Displays are cheap and rugged
@nozurbina
eink.com/rugged.html
Content is becoming constant
@nozurbina bitly.com/smartglass
Fantasy! Never in Our Lifetime!
@nozurbinahttp://www.mediadecor.com/
Take-Aways
~ Smart phones and tablets are the tip of the
iceberg
~ Users are connecting with content in new
ways all the time
@nozurbina
– To connect with them and get their content, you
need to be able to be where they are
Take-Aways
~ You can’t keep up by converting content from
format to format as they appear
– Need to migrate to a neutral format
– Content must be stored ready for any
output/device
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output/device
~ Many organisations are still presenting
content online/on mobile in PDF and in the
print paradigm
A Lesson from Cloud Computing
Cloud computing is the delivery
of computing as a service rather than
a product
... shared resources, software, and information
@nozurbina
... shared resources, software, and information
are provided to computers and other devices
as a utility (like the electricity grid)
... over a network (typically the internet).
http://en.wikipedia.org/wiki/Cloud_computing
Service vs. Product (Deliverable)
~ Content can be conceived of and delivered as
a service
– Content gets encapsulated in deliverables
– Each deliverable is one view for one context, at
one time.
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one time.
~ One issue or update of a “Journal”, “Website”,
“Magazine”, etc..
~ e.g. News Providers that pipe content to sites,
devices, and affiliates globally.
Content as a Service
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Content as a Service
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Content as a Service Requires
~ Metadata-rich content, decent taxonomy
~ Format neutral , not proprietary (DITA, XML)
~ Repository of structured content modules
~ Repository/Delivery platforms that support content
queries via metadata
@nozurbina
queries via metadata
~ Ability to re-cast content for a new context to create
new value (Content Curation)
~ Metric and analytics reporting
– To help you decide what to reuse and pipe where
Content Curation
~ Content curation is reusing content for new aims
~ Sometimes it can be automated, sometimes can be
hand-curated
~ Considerations:
– Is it modular? (References to old context, links, etc.)
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– Is it modular? (References to old context, links, etc.)
– Metadata - is it findable by the appropriate metadata in
the new contex?
– Is it still current/accurate at the point of reuse?
– Is it editorially, stylistically, etc. appropriate in its new
reuse context?
@nozurbina
NOW YOU’RE READY FOR
SOCIAL
Social Content Curation
~ Making the best of social content involves the
same steps and techniques
– Research, engagement, listening, measurement
– Plus: Curating user-generated content, metadata,
folksonomies/taxonomies
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folksonomies/taxonomies
~ Social content can intermingle with
commercial content, creating new
deliverables
Lifecycle
@nozurbinahttp://simple.wikipedia.org/wiki/File:Frog_lifecycle.jpg
Content Lifecycle
CMS Content
Server
3rd
party
HTTPS
Web
CMS
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TMS
New!New!
New!New!Favs
Mobile
Device
Embedded
And
“In-App”
Dangers
~ If you build it, they will come
~ Departmental silos
~ New editorial, licensing and writing
guidelines
~ Taxonomy and Metadata systems
@nozurbina
~ Taxonomy and Metadata systems
~ Scoping
~ Search fragmentation across systems
~ Systems consolidation
Conclusion
~ When user generated and brand content is:
– properly structured
– enriched with metadata
– free from format
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~ it can be governed and curated across all
formats together as an integrated whole
Conclusion
~ If executed properly, this increases:
– User engagement
– Revenues
– Brand value
@nozurbina
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