Content Strategy for Mobile [Karen McGrane] on subiecte.info *FREE* shipping on qualifying offers. ISBN: Paperback: pages You don't. Content Strategy for Mobile book. Read 48 reviews from the world's largest community for readers. You don't get to decide which platform or device your c. Brief books for people who make websites8 No. Karen McGrane cONTENT sTRATEGY FOR MOBILE Foreword by Paul For.
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yup, even the desktop. When we talk about content strategy for mobile, we're also .. mobile devices (subiecte.info; PDF). They're not all looking for . When we talk about content strategy for mobile, we're also not talking about not being built with a CMS: subiecte.info; PDF.) You decide that you. Nov 5, Add. You don't get to decide which platform or device your customers use to access your content: they do. Mobile isn't just smartphones, and it.
Storing content in a defined data model. You want to ensure you can communicate effectively in whichever channel your customer wants to consume your content. Is the language filled with jargon or marketing-speak? Would you like to tell us about a lower price? Adopting a mobile first strategy goes much deeper than just the company website; it involves creating a plan that allows users to consume all available content on any device they are working with.
Understanding adaptive content is super important to developing your content strategy for mobile. The mobile browser is no longer the sole destination of the hyperlink. Stuff opens inside of Twitter, Facebook, etc.
Content is being plucked and refitted everywhere. Take a look at most modern Twitter clients: This is one step beyond responsive design and form factors of devices. It is content reduced down to its essence then custom-tailored.
Noz Urbina from Mekon, Ltd. What happens when your cooktop functions like a giant iPad? Manufacturers are already making noise on the internet about data-enabling various household devices, and how resistant they will be to extremes of temperature and shock. Will your content be ready to go there? What would it look like if you thought of your content as a service that could be accessed by a variety of different platforms, rather than as a substance that lives in a particular location?
As a result, they have a clean base of well-structured content that they can display on many platforms. A book review that includes a headline, teaser content, body copy, audio, multiple images, topic categorization, and book metadata can be displayed on a wide variety of. Multiple content structures NPR writes a summary for each piece. While other publications might think they could just rely on the first sentence or two of the article to serve as a teaser.
Each platform can choose which content objects it wants to display. The NPR. NPR takes the time to write a custom summary. Fig 3. These examples from NPR illustrate two key aspects of adaptive content: You could write shorter and longer versions.
Each platform can choose the right mix of content objects—teasers. Whether the platform is more text-focused like a website or more audio-focused like a player each content package can be displayed for maximum effect. While NPR only creates one headline for each story. Note that the audio player functionality looks and works differently in this version than on the main NPR. The order. This is possible because NPR focuses on creating structured content independent of visual presentation.
It shows the headline. NPR has the ability to make the same story look and function differently on each platform. They can tailor the design to create the best experience for that platform. The use of images is different. The typography is different. The audio player is different. Even though each platform draws from the exact same content package. Getting there means you need to create content that embodies the five key elements of adaptive content: They also create content for maximum flexibility.
You can. They also display their audio file in a completely different presentation. WBUR in Boston shows the same headline and body text. How do they do it?
How does this magic happen? And is it something you can do in your organization. The NPR mobile app shows the same story and content elements. While many things need to change before organizations can start creating reusable content. Write standalone headlines Because you can use page titles in multiple places. Imagining that your content can and will be reused in many ways poses its own set of limitations and benefits.
To give your content the best shot at making sense in whatever way the user wants or needs to consume it. The following headlines are used for both the article title and the link title on landing pages and in search engines.
They offer keywords and an enticement to click http: You may have to write multiple headline versions—some that work as page titles. If the first sentence says nothing of interest. Write multiple headlines Sometimes. This approach provides extra value when combined in a one-two punch— they could be combined into a longer headline or the link title could be used as a summary: More about how to do this is coming up.
Readers are likely to scan headings and initial sentences. Data visualizations Interactive data visualizations can be engaging both on the desktop and on touchscreens. You will need additional image sizes cropped. You might need to consider alternatives for the following: If you combine multiple ideas in a chunk with no visual separation or distinction between them. Remember how NPR could publish the same story to a website and an audio player?
Having both text and audio gives them more options. Most people handle this process opportunistically: Across a variety of different forms of professional communication—cover letters.
That might work for your individual publishing workflow. To support that. If you want to make a change to that content object. Managed reuse Have you ever searched around in your email. Effective content reuse across platforms means you need a way to update content in one place and have the changes reflected everywhere. Beyond that. Word documents. Others might handle it in a more organized fashion.
The structure we put into that database gives content more meaning. None of this happens by magic. Instead of being fixed on paper. Content creators get one big field for the body of their content. If we break long stretches of content down into smaller chunks. Content Strategy Director. PDF The foundation of adaptive content is structured content: And because it takes effort. If we categorize our content consistently—either by entering it into fields or marking it up with tags—then we can sort.
Structured content is fundamental to how we think about publishing on the internet. Razorfish http: Done well. Different interfaces for each of these content types help guide users to structure their content. Tumblr defines a set of content types: Because Tumblr took the time to figure out which fields and metadata would be required to support each content type. Its primary input mechanism is an unstructured blob.
The war of blobs vs. But how do you achieve that? In the same way that Tumblr defined a set of content types photo. Tumblr takes a totally different approach to a content editing workflow. WordPress was originally designed as a blogging platform. If you want your content to be reusable. This process of defining what your content is and how to chunk it up in your database is called content modeling.
Your content blob will gloppily resist any attempt to make it firm up. Content modeling For most content management platforms. But by defining it as its own content type. Fig 3.? Does the content include headings. The process by which these content chunks get defined is called content modeling.
Is it an article. Discrete content elements are broken out into different fields in the interface and the database. Does the field require a specific numeric format.
A quote could be handled in a generic text blob. Modeling is the way you turn all your undifferentiated blobs of content into a defined.
Tumblr can display quotes differently on the front-end. Note that the input mechanism to upload a photo guides the user. A recent redesign reorganized the site around the episode as a central concept. What attributes and data limits can be shared among different content types? Content modeling in action Tech Guy Labs is a nationally-syndicated radio show call-in show. It was painful to use on mobile devices. But because all their content— names of guests.
The content model defined the episode as the primary content type. And forget about trying to repurpose this valuable content in new ways. Their website http: The primary content type is an episode. Tech Guy Labs. Segments all share information about topics. This diagram shows the content types in gray and the content attributes in white for the radio call-in show. Episode Ep. The idea of a custom smartphone application to listen to episodes was previously a pipe dream.
Jeff Eaton. But make no mistake: The content model needs to reflect the needs and goals of the content authors who will create content not to mention the people who will read the content.
Creating structured content within a content model means making a leap: Content modeling in the CMS Rather than just dumping all their content into one big blob. Senior Architect at Lullabot. This content model asks users to apply more structure than they did when using a wiki.
Each content attribute in the content model shown in fig 3. In both cases. With adaptive content. Instead of having forked content and separate workflows. Responsive content The worst case scenario is to force mobile devices to load all the available content over expensive data plans.
Content that travels around with a set of rules or metadata that will allow responsive design systems to make good use of them.
But structured content is only one aspect of responsive content. Do you need multiple versions of headlines? Shorter and longer summaries?
Alternative versions of graphics. As Mark Boulton. Responsive web design advocates have jumped to advocating for responsive content: Two things are required to deliver on this notion of responsive content. But this does not make this content responsive. Unless both of those conditions are met. On its own. Creative Director at Mark Boulton Design. If you want to provide a great user experience for a given platform. A better way is to separate content from presentation right from the start.
Mobile web and desktop web require different design conventions. It goes hand-in-hand with a third attribute. Content authors insist that they need to control how their content is styled.
They demand the ability to alter the page layout. If your content inherits layout. Separation of content from form On the web. Structured content is the foundation of adaptive content.
Every platform is unique. The problem is. For Microsoft Word and other desktop publishing tools. Our legacy of print publishing gives us five hundred years of precedent that content and form are inextricably intertwined.
For your CMS. Content creators demand the ability to style their text. This problem runs deep. Too many CMSs provide rich text formatting—the ability for the author to identify presentation control directly within a block of text.
You see rich text formatting in the familiar toolbar at the top of every content entry screen. If an element of content is to be reusable—say rendered onto a website. The element needs to be clean. What happens to all that formatting when you want to display this content on mobile?
All that effort. Trying to control layout and styling for a particular output is a thing of the past. Content structure expressed through styling A related—but different—problem is that tools offered by a typical CMS conflate structure with styling. It defers decisions about how content should be presented to devices that are closer to the end user.
They split the company in two: TV Guide was the most popular magazine in America. They might have patted themselves on the back. At the field level Many times.
Data like author names or movie titles or calendar dates get pasted into the body of the text. In the late s. When we publish our content. If that metadata were called out separately—stored in a unique field in the database. Creating a database for their content gave it more value. Thanks to Dan Saffer for the example. In All the value in that company was contained in the structured content assets held in their database.
One dollar! They even asked their writers to develop three different summaries for each program. At the page level Structural information also gets encoded through layout. When news editors want to communicate to readers which stories they think are most important.
What happens to all that valuable editorial decision making when the layout of the homepage changes? When editors rearrange their homepage. Web editors. The Guardian recognized that all the valuable editorial judgement that went into laying out the print edition was being lost on other platforms.
How could they preserve that so it could inform the iPad version? Robots to the rescue! They developed an algorithm that reads the original InDesign files from the print edition.
The iPad version uses that data to make its own decisions about where to place articles within the app http: The judgement about the importance of a given story was attached to the layout of the homepage. Update the page layout. Defining structure and priority through visual styles and positioning works great when—say it with me now—you expect your content to live on one and only one platform.
A glance at any newspaper front page will give you a sense of the visual cues at our disposal: The Guardian developed an algorithm to read the print homepage and turn its layout into metadata that the iPad uses to automatically generate its own layout. I think people are put off because we tend to jump right into discussing how to create and deploy metadata before explaining why.
That brings us to the fourth aspect of adaptive content. Archivist and owner of textfiles. I want to reassure you: More people—business owners. When the conversation at a cocktail party inevitably turns to metadata frameworks. We communicate the priority. If we want truly platform-independent content. Why should content creators have to enter additional information about their content—expiration date. Metadata is the foundation that allows you to achieve many of the other goals of adaptive content.
Because having that information makes the content more flexible and thus more valuable in the future. When you define the fields your content will be chunked into. Content management tools that incorporate a wide range of structure and metadata capabilities will allow producers to create content that is more flexible.
Why we invented robots Too often. Our content management tools should make it as easy as possible for humans to create structured. As Rachel Lovinger explains http: This is the whole reason we invented robots! A particular form might be easy to fill out. Fields are scattered across the screen. Field labels appear to have been assigned by a random word generator.
They demand a single blob of a field. This is because. Inconsistent labeling from screen to screen suggests they were assigned by someone with amnesia. They refuse to fill out more than the absolute bare minimum of fields. The tool is there to facilitate and manage human processes and tasks. Creating or editing a single piece of content forces content creators to bounce from screen to screen.
CMS is the enterprise software that UX forgot Many content management systems look like a database got drunk and vomited all over the interface fig 3. What are all those fields? Do they need to be there? Are they in the right place? Are they sequenced appropriately on the screen? The answer is that we need to improve the author experience in the CMS. Rather than accepting the default content model baked into the CMS. We wanted to make the workflow simpler so we put all the fields on one screen!
Content modeling is the first step in this process. Coupled vs. If you want to deliver a great experience to mobile users, your CMS has to support it. Bad news: This is because your CMS is designed to publish to the desktop web.
Storing content in a defined data model. Displaying content in the presentation layer. Publishing and delivering the content to the user. Decoupled CMSs typically larger enterprise platforms handle these tasks with independent systems. By decoupling content authoring from content display, we make multi-channel publishing possible. If we want to deliver an experience optimized for a given platform desktop, mobile web, app, television, what have you then the decisions about how to display the content need to happen further downstream.
If we want to be able to select which content chunks appear on a given platform, then we need a CMS that will support that. When you click on that button, what does it show you? Why, the desktop website, of course!
The content output is optimized for a particular display. But from this point forward, assuming that a preview is merely the desktop website is wrong. Offering a true preview in the future will require that we find a way to help content creators envision their content in many different settings. At this point in the history of mobile development, getting an accurate preview or being able to do QA on different. Presumably in the future, there will be better ways to preview and do QA without having to buy dozens of different types of hardware.
Some local communities have stepped up to make shared device labs accessible to more people. Your organization might also allocate a budget for device purchases and try to find used ones.
More information about how to set up a device lab is available in the resources section at the back of the book. It puts your content at the center of your strategy and publishing process, right where it belongs.
One of the most heated debates in mobile publishing is figuring out the relationship between the desktop content mothership, and all the different mobile platforms and devices. What happens if you need to structure content differently to accommodate different screen sizes and resolutions? Adaptive content answers how to approach this problem. Adaptive content gives you the flexibility to serve up different content intentionally to users, according to device, screen size, or context.
Adaptive content does this by creating well-structured, presentation-independent content.
Content that was created from. In the following sections. One more thing: Instead of writing pages of content. And content that was published by a content management system that works the way users expect it to. You may even create multiple versions for maximum reuse. So how do you make it happen? What needs to change? What stays the same about your current process.
You want to ensure you can communicate effectively in whichever channel your customer wants to consume your content. Content that includes the right metadata to help communicate what it means. You might even need to stretch the same team and budget to do it. Ready to get started? The gap between where you are and where you want to be may feel insurmountable.
The goal is to clearly articulate where you want to be.
But first. One caveat to keep in mind: Gather analytics data Many organizations have been spurred to develop a mobile website or app based on analysis of their log files and search analytics. You might wish to gather data about the following. Conduct a competitive review If you want to educate yourself and your team about the state of mobile content.
If your mobile site shows only a subset of content. A word of warning: Your findings may persuade you to invest in developing a full mobile site. To fully understand how people want to interact with your content on mobile.
How else are you going to see your content in action? Developing your mobile strategy will also take some imagination—which might come from looking at what other organizations are doing. See if people can actually find. There are many tools to help you develop quick mockups you can put in front of users. Take special note of content that appears in apps optimized for the iPad. Look especially at large-scale content sites.
Look for examples from publishers. Which devices to review Given the state of the industry. One study reports that the iPad is responsible for If you were looking at interactive applications with lots of functionality. Some guidelines to help you prioritize which devices to review: Potential dimensions on which you might evaluate competitors include: If they do. Are navigation categories prioritized differently for mobile? How does the user access the global navigation from the homepage and other site pages?
Do landing pages along the way offer meaningful navigation labels and useful teasers? Is the path to content quick and direct or does the user have to pogo-stick back and forth? How is section navigation presented in addition to global navigation? Is it written clearly? Is content that might appear on one page on the desktop split into multiple pages on mobile screens? If so. Does it include the same major categories as the desktop site.
What content and features do they offer. Are content elements like tables. What about video or other interactive features? Do search results help or hinder the user in finding content? Can the user find content from an external search engine like Google. Even seasoned digital executives can feel like neophytes when asked to make decisions about this new medium.
Convince your CEO Aim all your initial strategy and planning at one goal: Teach them what makes a great experience on mobile. You might even direct them to try some common tasks using your website on mobile. Lucky you. In particular. Mobile might seem small right now as a percentage of total traffic. Focus on showing the size of the opportunity—and the opportunities that may be missed by not developing a strategy now.
Demonstrate how mobile is poised to grow in the future. Ask the executive team to give up their computers for a day or two and use only the mobile web. Consider the following: Make sure you have analytics reports from your organization—and statistics from outside your company too. Build a mobile landing page today! Remember the early days of the web. As long as those decisions are conscious choices—made because of an immediate. You should especially avoid including animated GIFs of construction workers digging.
Perhaps you can start with an audit and analysis process in which you jointly discuss the merits of which content deserves to be included in the interim site. Design is often about making tradeoffs. But do it with an eye to the future! This might be a good time to start your content inventory. It made it clear that content strategy is very important and that adaptive content is Of all the books from the A Book Apart series I've read so far that's eight of them , I found that the ones about content strategy are the hardest to read.
It made it clear that content strategy is very important and that adaptive content is what we should aim for. The examples made me think of my usually bad user experience with browsing websites on mobile. Recommended for anyone who wants to make websites with better user experience across all the devices.
Jan 12, Petr Stedry rated it it was ok. Maybe I was expecting something else, maybe it was the author's style. All combined this would be useful for people 5 years ago when the book was originally published that have very limited insight into or experience with information architecture or with writing content. I imagine people in the marketing department of a big US corporation trying to decide if they should have a mobile website.
Definitely not very useful for me in My rating of this book is based on the number of highli Maybe I was expecting something else, maybe it was the author's style. My rating of this book is based on the number of highlights I made while reading this book and the perceived magnitude of impact the information from this book has or would likely have on my behavior.
Jul 22, Marcel Kalveram rated it really liked it. I read this recently on a quest to finish all the ABA books. I've always loved this series of books but in recent years failed to keep up with the speed with which they release new stuff.
It's quite funny to read about the paradigms and ideas that were around 4 years ago and seeing that nowadays most of these have become common sense. Short, sweet, and to the point, but filled with a ton of useful infoformation to help guide your organization's or your client's content strategy. The "for Mobile" bit is something of a misnomer, as the author explains, as it would be folly to pursue a separate content strategy for mobile platforms.
But "for mobile" is a very useful canard to get stakeholders thinking "outside the box" that their desktop CMS current forces them into! Jan 04, Clint Robinson rated it it was amazing. McGrane's book is the definitive guide to why your business needs to make mobile strategy a priority.
She provides compelling arguments for mobile being more than a subset of data from your 'desktop' site and puts focus on creating datasets built for reusability on any platform that you may wish to publish them. Mar 04, Kelly rated it really liked it Shelves: If you have not read other books about content strategy, content modeling, responsive web design and such, you will probably give this 5 stars.
It's actually really great, but duplicates things I have read in CS books written by McGrane's friends. It will do much to help you make the case if you are trying to talk with the higher ups about why you don't want to build a mobile site. Jan 17, Shawna rated it really liked it Shelves: Some sections seemed obvious for someone working in thus industry, but overall worth reading.
Main point: Dec 20, Andreas rated it really liked it Shelves: Will show you why mobile is only the first step in a coming multi-channel content revolution and how you should prepare your content for that.
Number one advice: Don't put everything in one big blob, instead use content packages. Oct 22, Elizabeth rated it really liked it.
A clear read with lots of good examples. Some of the things I've suggested for our CMS were keys points of hers: May 04, Ciprian Rusen rated it it was amazing. An awesome book, filled with practical advice and useful examples.
The author speaks from personal experience and it shows. It references useful studies and articles from all over the web, it quotes people who know what they are talking about. Not a bad read. It's a little repetitive in terms of topics discussed and the content is a little dated but was written a few years ago. I'm a little late on reading this.
Still, it was interesting. Jan 24, Kim rated it really liked it Shelves: Both funny and useful - the perfect reference book. Lots of solid advice here, even if some of the numbers are a little out-of-date now. My pages are filled with sticky note flags of important stuff I'll want to reference later. There are no discussion topics on this book yet. Readers Also Enjoyed. Goodreads is hiring!
If you like books and love to build cool products, we may be looking for you. About Karen McGrane. Karen McGrane. Other books in the series. A Book Apart 1 - 10 of 28 books. Books by Karen McGrane. Trivia About Content Strategy No trivia or quizzes yet. Welcome back. Add both to Cart Add both to List.
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