The document summarizes the key challenges that organizations face in managing digital content and proposes better approaches to address these challenges. The three main challenges are: 1) a mass-production mentality where content creation roles are not tied to business goals, 2) compartmentalized teams that do not communicate across departments, and 3) an obsession with control that prevents organizations from adapting to change. The document advocates using mobile as an entry point to drive organizational change, investing deeply in collaborative teamwork rather than just providing solutions, and facilitating participation from those affected by the work from the start.
4. ‘‘In traditional media, canvas dimensions are
a known constraint. With digital, however,
the canvas is an unknown...
We need to build on what we do know:
content.
Chris Armstrong, “The Infinite Grid”
7. ‘‘A repeatable system that governs the
management of content throughout the
entire lifecycle.
Rahel Bailie, Just Before Lunch
8. ✦ Defines how content will support
both users and business
✦ Sets priorities, standards, and
benchmarks for success
✦ Creates a framework for decision-
making
✦ Establishes shared vision for content
across teams or departments
18. ‘‘
The Microsoft.com team built tools,
guidelines, and processes to help localize
everything from responsive images to
responsive content into approximately
100 different markets... They adapted
their CMS to allow Content Strategists to
program content on the site.
Nishant Kothary,
“The Story of the New Microsoft.com”
37. Data models have
been around
forever (well, a
few decades at
least).
From Web Database Applications with PHP & MySQL
by Hugh E. Williams and David Lane (O’Reilly, 2003)
45. ...etc. etc. etc.
Event Listings
Shows
Blog Posts
Articles
Profiles
Bios
Help Modules
Press Releases
Directories
Recipes
Shows
Product Listings
News Briefs
Research Papers
50. ‘‘Adaptive content automatically adjusts to
different environments and device
capabilities... [It] can be displayed in any
desired order, made to respond to specific
customer interactions, changed based on
location, and integrated with content from
other sources.
Ann Rockley
51. We can’t manually manage how
each bit of content looks.
But every bit of structure gives us
the option to make a rule.
52. If a recipe is in the app,
then include the ratings
before the ingredients.
53. Display the headline and
summary of the most recent
article in the travel category.
77. ‘‘Customers don't know—and don't care to
know—how government is organized. So
why make them go from agency [website]
to agency [website] to get the full picture of
what gov't has to offer on any subject?
Participant, National Dialogue on
Improving Government Websites
78. Transcend silos with cross-
department teams focused on
tackling a single issue. Empower
them to spread new ideas.
A BETTER WAY
107. THANK YOU
Flickr images used via CC-Attribution license unless otherwise noted.
Illustrations used with the permission of Eva-Lotta Lamm.
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