Download Content Everywhere: Strategy and Structure for Future-Ready by Sara Wachter-Boettcher PDF

By Sara Wachter-Boettcher

Care approximately content material? larger replica isn't really adequate. As units and channels multiply--and as clients anticipate to simply relate, percentage, and shift information--we desire content material which may move extra locations, extra simply. This booklet can assist you cease growing mounted, single-purpose content material and begin making it extra future-ready, versatile, and reusable.

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Even if, at times, the resulting display isn’t as perfect as you’d like. The same is true for content. As connected devices continue to multiply, and as users continue to expect to access your content in more and more places, the less you can afford to be rigid, manually applying content to each and every page. Instead, you need to create content in chunks, giving it the fluidity and flexibility for it to travel—across devices, sites, and channels—so users can experience it in whatever context they choose.

In addition to documenting which content types you have, you can also use this moment to analyze whether there are additional types you need. Go back to your overall content goals and ask: Do we have content that is reaching each of these effectively? What’s missing? What about for our users? Have we done enough user research to know what they want, and whether they’re getting it? What new types of content would help fill the gaps? Just as critical, now’s the time to note any content that seems extraneous.

In every case, the recipe could be the same, but what each element is intended to do for the organization would be entirely different—and so, the decisions you make about how those content elements will be handled must be different as well. That’s why it’s not enough to simply understand the elements that make up a piece of content; you must understand how each of those elements is contributing to the piece’s overall meaning—which we’ll discuss in Chapter 4, as we turn this close content analysis into a documented content model.

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