Planning Beyond the Page
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Planning Beyond the Page Creating content that survives your next redesign @eaton at #nowwhat14 1
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Presented by Jeff Eaton at the Now What? Conference on April 24, 2014. Communicating your organization’s messages effectively can be an overwhelming challenge in an age of mobile browsing, social sharing, and endlessly multiplying “engagement” tools. By moving beyond the “one post, one page” view of your content, you can make better use of your organization’s resources, simplify your own work, and plan more effectively for the future. We’ll look at three companies (some large, some small) who’ve taken this step and help you discover, document, and develop your company’s unique “content language.
Transcript of Planning Beyond the Page
Planning Beyond the PageCreating content that survives your next redesign !
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@eaton at #nowwhat14
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Hi. I’m @eaton! I’m with Lullabot.
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Strategy, Design, and Development
Pages aren’t content
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Pages aren’t content
They’re where it lives
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Two web developers walk into a bar…
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That’s a lot of pages!
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Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
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Disney’s American Legends: John Henry (http://movies.disney.com/disneys-american-legends)
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Web
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Web Apps
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Search Social
APIs
PrintFeedsWeb
Apps
Page : Content
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Page : Content
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“The way we publish on the web is mostly derived from what we know about putting ink on paper.The future is content in smaller, discrete objects that can be assembled into new containers.
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Karen McGrane, Harvard Businss Review
“The way we publish on the web is mostly derived from what we know about putting ink on paper.The future is content in smaller, discrete objects that can be assembled into new containers.
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Karen McGrane, Harvard Businss Review
“The way we publish on the web is mostly derived from what we know about putting ink on paper.The future is content in smaller, discrete objects that can be assembled into new containers.
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Karen McGrane, Harvard Businss Review
Pulling apart your pages
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‣ Describe services, products, etc.
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ArticleTopicBioAdReviewProductGalleryService
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Article
Topic
Bio
AdReview
ProductServiceGallery
TitleAuthorTaglinePull quotePhotoDatelineSummaryPhotoBody
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Article
Topic
Bio
AdReview
ProductServiceGallery
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Article Title
AuthorTagline
Pull quotePhoto
Dateline
SummaryPhoto
Body
‣ Describe services, products, etc. ‣ Identify reusable chunks
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$ $ $
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‣ Describe services, products, etc. ‣ Identify reusable chunks ‣ Define audience needs, messages
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?$
‣ Describe services, products, etc.‣ Identify reusable chunks
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‣ Describe services, products, etc.‣ Identify reusable chunks‣ Define audience needs, messages
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‣ Describe services, products, etc.‣ Identify reusable chunks‣ Define audience needs, messages‣ Set clear business goals
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What we used to call ‘the page’ has become a unit of business intent.
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Michael Keara, @useradvocate
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Page An assembly of content that serves a specific goal
For example…
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The Lark Cookbook
Turning big ideas into small, reusable pieces
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MediaMediaMediaPlate
Recipe
StepIngredient
Technique
MediaSeason
Varietal
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The NAMM Foundation
Prioritizing critical messages and audiences
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Testimonial Article
Audience
Factoid
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Project Award Resource
Parents Teachers
Donors
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NAMM Foundation Site
NAMM Foundation Blog
Series/Columns
Chronological Archive
Your Community
Best Communities Data†
Survey Promotion
Music Teacher Finder†
Music Merchandiser Finder†
Why Music Matters
Testimonials
Music Statistics
Research Results
Resources for EducatorsRecruitment and Retention
Tips for Success
Downloadable Teaching Tools
Blog posts for Educators What We Do
Sponsored Research
Grantees
Legislative Victories
Foundation History
NAMM Show*
Museum*
Partners
MAC
Donation*
Get Involved
Webcasts
Sign up
Action Kits and Downloadables
Advocacy Blog Posts
Donation
Partner Orgs and other Resources*
The Tech Guy
Organizing around user needs
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Episode Question
Guest
Story
Station
Topic
BBC “DataPics”
Identifying new patterns in your content
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“It was clear that a pattern was beginning to develop… What was initially a bespoke one-off feature became a regularly commissioned standard.
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Chris Ashton, Responsive News
Data Pic
TitleTextImageIcon
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Data Pic
TitleTextImageIcon
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Small, meaningful pieces
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Small, meaningful pieces
Think about those piecesbefore the pages
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Isn’t this someone
else’s job?
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Isn’t this someone
else’s job?
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Are you in a small business (or team)?
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Are you in a small business (or team)?You’re going to wear lots of hats.
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Are you bringing in consultants?
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Are you bringing in consultants?They’ll ask you these questions, too.
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Are you “just” the webmaster?
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Are you “just” the webmaster?Writers, developers, and designers need the big picture, too.
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Content is meaning and communication
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Content is meaning and communication
Plan the piecesbefore the pages
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