To make content intelligent so that it can be readily adapted requires greater upstream thinking and wider involvement from those responsible for planning, creating and managing content. In short, a unified content strategy. However, adaptive content also requires flexibility from the content architecture(s) delivering those unified content strategies. In this session, Cleve will present a couple of content architectures for delivering adaptive content.

1. Cleve Gibbon
CS Association, April 2012
http://www.cognifide.com
Architectures for Adaptable Content
© 2011 Cognifide Limited

2. Providing Expertise
Technologists
that executes and guides
for the Marketing world
Digital Marketing Strategies
© 2011 Cognifide Limited

3. Who we work with?
Agencies Clients
Partners Industry
© 2011 Cognifide Limited

4. Architectures
for Adaptable Content

5. We see:
Print brands struggling to adapt their content to
digital platforms.
‘Digital’ brands fighting the new battle to get
mobile.

6. We’ve Learnt:
“Unstructured content is stupid and old-fashioned.
It’s costly, complex, and does not generate a
competitive advantage.”
Ann Mulcahy,
Former CEO of Xerox

7. It’s Blobs vs. Chunks
Karen McGrane

8. Structure First
Mobile First
This not a
Content First
chronology ->
Customer First
Context First
…
It really
doesn’t matter!

9. Don’t do this!
Print Web Mobile
Web Mobile Epub
Mobile Web Other…

10. Do This
Print
Web
Structured
Content
Mobile
Other…

11. Crap User
Experience Publishing
Public Site
(Web) CMS
Crap Author
Editorial
Experience

12. Publishing
Collects Delivers
Services
Content
Support Create
Editorial

13. UX
Information Interaction Visual Usability
Architecture Design Design Engineering
Content Strategy
Content Architecture
Content Author Workflow
Modeling Experience
Platform Development
Build Test Release Support

14. http://www.clevegibbon.com
@cleveg