FUTURE PROOFING
YOUR CONTENT
(Or, Death to the WYSIWYG)
#14NTCwysiwyg

Brett Meyer
Content Strategist
@brett_meyer

Death to the
WYSIWYG?

XEROX PARC

“You mean, what I see
is what I get?”
Karen Thacker
Wife of Chuck Thacker

Desktop Publishing

“It's gambling that the world is
ready to accept a new
standard. My personal point
of view is that the world is not.”
Peter McWilliams
Author, Personal
Computer Book, on NPR,
1984

And so,
here we are...

WYSIWYG

Wordpress generated
40,000,000,000 pageviews in
2012 from its 60,000,000
blogs.
J. O’Dell
VentureBeat

2014 Nonprofit Content Marketing Report

2014 Nonprofit Content Marketing Report

1,500,000 Nonprofits in the
United States
GrantSpace.org

That’s
a lot
of content.

But the Internet
isn’t print.

So let’s talk about mobile

There will come a point at
which no one will need to ask
“Why would somebody want
to do that on mobile?”
Karen McGrane
The Mobile Content
Mandate

63% of U.S. adults use their
phone to go online.
Pew Research

31% only or mostly use the
Internet on mobile.
Pew Research

59% of low-income
Americans have no
broadband Internet access at
home.
Pew Research

43% of low-income
Americans only or mostly
use the Internet on mobile.
Pew Research

The Raw Numbers from Pew

2 to 3 billion people will
come online globally through
the mobile internet over the
next decade.
McKinsey

Only 16% of consumer
brands have a mobile
strategy.
Digiday

There will come a point at
which no one will need to ask
“Why would somebody want
to do that on mobile?”
Karen McGrane
The Mobile Content
Mandate

The people who will make
that happen are the people
who are adopting mobile
devices ... because they do
not have access to a
personal computer.
Karen McGrane
The Mobile Content
Mandate

And what about this?

And this?

Don’t even get me started...

The future: audio interfaces

“You don’t get to decide
which device people use to
go on the Internet. They do.”
Karen McGrane
The Mobile Content
Mandate

But not everybody gets
to choose.

Remember WYSIWYG?

Blobs
vs
Chunks

NPR’s COPE

Create Once

Publish Everywhere

NPR.org

NPR.org: Desktop

NPR.org: Tablet

NPR.org: Phone

NPR.org: iPhone App

NPR.org: iPhone App

NPR.org: iPad App

NPR.org: iPad App

OPB.org

OPB.org

Structured content

Create Once

Publish Everywhere

NPR’s API

NPR’s API

New York Times

Boston Globe

Song Structure

Nothing exciting here

Content Type: Album

Content Type: Album

Content Type: Song

Content Type: Song

Content Type: Performance

Content Type: Performance

Interlude: Metadata

Descriptive metadata is
explicit information
supplied about a user,
resource, or event.

PJ Uses Metadata

And so do nonprofits,
just like yours.

Interlude: Paradata

Paradata is information
about relationships
between users and
content.

Amazon Uses Paradata

Beyond
Structured Content

NPR.org Revisited

NPR.org Revisited

Jeff Eaton
The Battle for the Body
Field
Reporters and editors insisted it would
cripple their work. They needed to mix
in multiple videos, a gallery and a poll,
or several related article teasers, at
specific points in each article.

Store meaning, not
appearance, in the
body field.
Jeff Eaton
The Battle for the Body
Field

WYSIWYM

WYSIWYM
What You Say Is
What You Mean

OPB Revisited

Talking Points

Talking Points

Talking Points

Talking Points

The Toolset

The Toolset

The Toolset

The Toolset

Some Resources

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