Content Everywhere - DistilledLive London Meetup, May 30 2013

BRIDGET RANDOLPH
SEO Analyst, Distilled
bridget.randolph@distilled.net
@BridgetRandolph

“Content Everywhere”:
What Does It Mean and
How Do I Use It?
BRIDGET RANDOLPH

In 2012, global mobile data traffic was 12x
the size of the entire Internet in the year 2000.
@BridgetRandolphBridget Randolph
0
200
400
600
800
1000
ALL Global Internet
Traffic in 2000
Global Mobile Traffic in
2012
75
885
petabytes/month

So we need mobile-friendly
websites.

But “mobile” isn‟t just one thing

Responsive Design.
Bridget Randolph @BridgetRandolph

Responsive Design =
mobile-friendly webpages

But…
CONTENT != WEBPAGE

LAYOUT = WEBPAGE

CONTENT
• Timeline
• Related Topics
• Other Posts by
This Author
• BUY button
• Navigation
• Social Buttons
LAYOUT
• Sidebar
CAN BE

REAL WORLD EXAMPLE
Starbucks

How Do We Fix This?

CONTENT EVERYWHERE
• What Is It?
• How Does It Work?
• Why Should I Care?

a system for managing our
content

across multiple platforms
and channels

Responsive Design…
but for content.

This system enables us to…

…stop doing extra work.

EXAMPLE
A print publication decides to go online

So they create an online edition.
(So far so good.)
REDLOOKMagazineOnline
Features
Feature 1
Feature 2
Feature 3
Regular
Columns
Cover Story
By Author Byline
LONDON, UK., -- Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum
dolore
Ad
Ad

Lots of mobile traffic, so they create a mobile
edition with a mobile-friendly layout.
(Still, so far so good.)
REDLOOK
m.online
Cover
Story
By Author
LONDON, UK., -- Lorem
ipsum dolor sit
amet, consectetuer
adipiscing elit, sed diam
nonummy nibh euismod
tincidunt ut laoreet dolore
magna aliq

Mobile edition.
Tablet edition.
Mobile app for iOS.
Mobile app for Android.
Tablet app for iOS.
Tablet app for Android.
Email campaigns.
Social media.
Instapaper.

COPE.

Create
Once
Publish
Everywhere

Stop making more
content, start building
systems.
Sara Wachter-Boettcher
from Content Everywhere: Strategy and Structure for Future-Ready Content, December
2012, Rosenfeld Media

…stop making more
VERSIONS
of our content, that is.

3 Steps:
1. Categorise Your Content
2. Create the Relationships
3. Implementation

Step 1: Categorise Your
Content

We need to take our unstructured “blobs”
of content and turn them into structured
“building blocks”.
Categorise Your Content

(What‟s a blob?)

The goal is…

…to understand the
purpose and meaning of
each piece of content

instead of

Creating
Content for
Content‟s
Sake

Content Audit

Divide Content into “Types”, or Categories
ALL CONTENT
Feature
Article
Author
Profile
Report
Case
Study
Recipe Review

Divide each “Type” into “Elements”, or
Building Blocks
FEATURE
ARTICLE
Headline/
Title
Main
BodyImage
Related
Articles
Author Teaser
Paragraph

Step 2: Create the
Relationships

Content Models
Create the Relationships

1) Model the Relationships between Types
Dish
Event/
Holiday
Recipe
Menu
Ingredient
Cuisine

2a) Model the Relationships within a Type
EXAMPLE 1 – Grocery Store
Recipe
• Title
• Byline
• Teaser
• Image
• Instructions
• Ingredients
• Nutritional Info
• Yield
• Cooking/Prep Time
Store
Category
Specialty
Diet

2b) Model the Relationships within a Type
EXAMPLE 2 - Epicurious
Recipe
• Title
• Byline
• Publication Attribution
• Yield
• Active Time
• Total Time
• Teaser Description
• Image
• Ingredients
• Preparation
• Wine Pairings
• Reviews
• Main ingredients
• Type
• Dietary considerations
• Related Menus
• Related Recipes
Recipe
Types
Related
Wines
Related
Menus
Reviews
Related
Diets
Related
Recipes

Specify a Hierarchy
using conditional rules and
three main criteria:

MEANING:
“Keep image thumbnail
beside title at all times.”

PRIORITY:
“Call to Action button
should always be below the
title and teaser but as close
to the top as possible.”

RELATIONSHIPS:
“Author byline should
always be directly below
the title.”

Markup

Markup: Tags vs Formatting
<headline/>
<author/>
<call to action/>
• bold, 20pt
• link to author page
• big green “BUY” button
instead of
SEMANTIC
MARKUP
PRESENTATIONAL
MARKUP

We need to give our content a
standardised, flexible structure instead of
just editing its
format each time we use it.
STRUCTURE
<h1></h1>
<attribute=„author>
<type=„timeline‟/>
FORMAT
<font=“TrebuchetMS”>
<font-size: 20pt>
<font-color: blue>
vs

You wouldn‟t create a responsively
designed webpage layout with formatting.
It‟s the same principle.

Remember:
MARKUP != SCHEMA.ORG

HTML
• Microformats
• HTML5 Microdata
• Schema.org
Structural
• XML
• RDF
• OWL
• DITA

Does it matter which
one you use?

Not really.

The important thing is to

Create
STRUCTURE, not
FORMATTING.

You‟ll need to work with your
developers to customise your CMS
Implementation

Ok, this is pretty COOL!

But I do SEO,
not Content Management Systems.

Don‟t be so GRUMPY!

TL;DR
We should care because

it makes our lives easier

and

improves the overall
user experience.

But also…

4 key areas
for SEO

1. better internal linking

REAL WORLD EXAMPLE
Arizona Board of Tourism

REAL WORLD EXAMPLE
BBC Wildlife Finder

2. content hubs
for money keywords

REAL WORLD EXAMPLE
BBC Food – “dish” pages

REAL WORLD EXAMPLE
BBC Food – “ingredient” pages

Results
BBC Food saw an increase of
more than 150,000 visitors weekly
from search alone
and
Overall traffic doubled, from around
650,000 weekly visitors to around 1.3 million.

3. better CRO/UX

4. structured data

SEOs LOVE Structured Data.

*I* love Structured Data.

WHY?

Because it does my
job for me.

My Job =
explaining to the search engine
what my website is about

Structured Data =
Rich Snippets and Better SEO

You can‟t use it mindlessly

The Content Everywhere
system will not…

Help with device-, site-, or page-
specific content or features

Prevent duplicate content
issues

It‟s a System,
NOT a Strategy

Strategy
tells you what, when, how to create
VS.
System
gives you a framework to
deliver your content

Hopefully, you‟re convinced.

What‟s the takeaway?

We want to create flexible content so
that our audience can
find it, use it, learn from
it, share it, and love it.

It‟s all about future-proofing
your content.

You don‟t have to
implement it all at once.

But something is better
than nothing.
(PROTIP: Don‟t be a Starbucks)

So let‟s start planning
for the future.
(you don‟t really have a choice)

Thanks.
Any questions?
BRIDGET RANDOLPH
bridget.randolph@distilled.net
@BridgetRandolph

Read the Book.
Content Everywhere:
Strategy and Structure for
Future-Ready Content
by Sara Wachter-Boettcher,
December 2012, Rosenfeld Media.

Notes
Sources:
Mobile Data Traffic Statistic from: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-
520862.html
Content Everywhere book: http://rosenfeldmedia.com/books/content-everywhere/
Sara Wachter-Boettcher blog: www.sarawb.com
Karen McGrane blog: www.karenmcgrane.com
A List Apart: http://alistapart.com/
Image Credits:
Mobile devices Image: http://www.universalmind.com/uploads/cache/uploads/mindshare/7387824246_f7b707675e_590_230_90_c1.jpg
Starbucks example: www.starbucks.com/coffee/dark/espresso-roast
Lazy College Senior meme: http://knowyourmeme.com/photos/262971-lazy-college-senior
Magazine Cover: www.fakeazine.com
blob: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcR4XYMAvMUTmEO8xrpEn8EQYQtlrrespzlmbZwsPKScDSm3diIXDg
building blocks: http://www.linvio.com/images/pmtx/building_blocks_med.jpg
Cool Obama: http://1.androidauthority.com/wp-content/uploads/2012/03/Not-Bad-Obama-Meme2.jpg
Grumpy Cat: http://www.catster.com/files/original.jpg
Arizona Board of Tourism: http://arizonaguide.com/places-to-visit/north-central-arizona/sedona
BBC Examples: www.bbc.co.uk/wildlifefinder AND www.bbc.co.uk/food
Rich snippets image: http://www.google.com/help/hc/images/webmasters/webmasters_99170_rsreview_en.png
Ryan Gosling Meme: www.memegenerator.com
Content buzzword wordcloud: https://encrypted-
tbn3.gstatic.com/images?q=tbn:ANd9GcTZUQDEAXpDZcrdH72fPNJNBSXcbagDM5srixtx7tJRT7HGkERg
Dilbert comic strip image: http://sphotos-a.xx.fbcdn.net/hphotos-ash3/p480x480/537888_518359451541411_121747558_n.jpg
Content Everywhere book cover: http://www.digitalforreallife.com/wp-content/uploads/2013/03/content-everywhere-lg.gif

Content Everywhere - DistilledLive London Meetup, May 30 2013

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Content Everywhere - DistilledLive London Meetup, May 30 2013

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