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FUTURE PROOFING YOUR CONTENT (Or, Death to the WYSIWYG)#14NTCwysiwyg
Brett MeyerContent Strategist@brett_meyer
Death to the WYSIWYG?
XEROX PARC
“You mean, what I see is what I get?”
Karen ThackerWife of Chuck Thacker
Desktop Publishing
“It's gambling that the world is ready to accept a new standard. My personal point of view is that the world is not.”
Peter McWilliamsAuthor, Personal Computer Book, on NPR, 1984
And so, here we are...
WYSIWYG
Wordpress generated 40,000,000,000 pageviews in 2012 from its 60,000,000 blogs.
J. O’DellVentureBeat
85% of nonprofits post articles on their website.
2014 Nonprofit Content Marketing Report
65% of nonprofits produced more content in 2013.
2014 Nonprofit Content Marketing Report
1,500,000 Nonprofits in the United States
GrantSpace.org
That’sa lot
of content.
But the Internet isn’t print.
So let’s talk about mobile
There will come a point at which no one will need to ask “Why would somebody want to do that on mobile?”
Karen McGraneThe Mobile Content Mandate
63% of U.S. adults use their phone to go online.
Pew Research
31% only or mostly use the Internet on mobile.
Pew Research
59% of low-income Americans have no broadband Internet access at home.
Pew Research
43% of low-income Americans only or mostly use the Internet on mobile.
Pew Research
The Raw Numbers from Pew
2 to 3 billion people will come online globally through the mobile internet over the next decade.
McKinsey
Only 16% of consumer brands have a mobile strategy.
Digiday
There will come a point at which no one will need to ask “Why would somebody want to do that on mobile?”
Karen McGraneThe Mobile Content Mandate
The people who will make that happen are the people who are adopting mobile devices ... because they do not have access to a personal computer.
Karen McGraneThe Mobile Content Mandate
And what about this?
And this?
Don’t even get me started...
The future: audio interfaces
“You don’t get to decide which device people use to go on the Internet. They do.”
Karen McGraneThe Mobile Content Mandate
But not everybody gets to choose.
Remember WYSIWYG?
Blobsvs
Chunks
NPR’s COPE
Create Once
Publish Everywhere
NPR.org
NPR.org: Desktop
NPR.org: Tablet
NPR.org: Phone
NPR.org: iPhone App
NPR.org: iPhone App
NPR.org: iPad App
NPR.org: iPad App
OPB.org
OPB.org
Structured content
Create Once
Publish Everywhere
NPR’s API
NPR’s API
New York Times
Boston Globe
Song Structure
Nothing exciting here
Content Type: Album
• Title• Release Date • Cover Image• Details• Song [REFERENCE]
Content Type: Album
Content Type: Song
• Title• Release Date • Cover Image• Composer• Lyrics• Performance [REFERENCE]
Content Type: Song
Content Type: Performance
• Tour [REFERENCE]• Venue [REFERENCE]• Date• Poster Image• Live Images [REFERENCE]• Bootleg CD
Content Type: Performance
Interlude: Metadata
Descriptive metadata is explicit information supplied
about a user, resource, or event.
PJ Uses Metadata
And so do nonprofits, just like yours.
Interlude: Paradata
Paradata is information about
relationships between users and
content.
Amazon Uses Paradata
Beyond Structured Content
NPR.org Revisited
NPR.org Revisited
Jeff EatonThe Battle for the Body Field
Reporters and editors insisted it would cripple their work. They needed to mix in multiple videos, a gallery and a poll, or several related article teasers, at specific points in each article.
Store meaning, not appearance, in the body field.
Jeff EatonThe Battle for the Body Field
WYSIWYM
WYSIWYMWhat You Say Is What You Mean
<warning type="hardware">Don’t turn off the server!</warning>
<gallery id="1" />
<teaser article="82" rel="rebuttal" />
OPB Revisited
• This is a social justice issue. Talking Points
• This is a social justice issue.• Structure now to avoid paying to rebuild over and over again.
Talking Points
• This is a social justice issue. • Structure now to avoid paying to rebuild over and over again. • Structured content makes it easy to apply metadata and paradata.
Talking Points
• This is a social justice issue. • Structure now to avoid paying to rebuild over and over again. • Structured content makes it easy to apply metadata and paradata.• There are tools that can help you do this now. Free tools!
Talking Points
• An Open Source CMS: Drupal, Wordpress, Joomla!
The Toolset
• An Open Source CMS: Drupal, Wordpress, Joomla!• Robust Taxonomies: Relate pieces of content to each other.
The Toolset
• An Open Source CMS: Drupal, Wordpress, Joomla!• Robust Taxonomies: Relate pieces of content to each other. • A Plan: There’s no shortcut to good, structured content.
The Toolset
• An Open Source CMS: Drupal, Wordpress, Joomla!• Robust Taxonomies: Relate pieces of content to each other. • A Plan: There’s no shortcut to good, structured content.• And, if you want to get fancy: an API
The Toolset
• A List Apart• KarenMcGrane.com• Jeff Eaton (angrylittletree.com/)
Some Resources
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