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

By Sara Wachter-Boettcher

Care approximately content material? greater reproduction is not adequate. As units and channels multiply--and as clients anticipate to simply relate, percentage, and shift information--we want content material which could move extra locations, extra simply. This ebook may help you cease growing fastened, single-purpose content material and begin making it extra future-ready, versatile, and reusable.

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With a look to the past and a bit of inspiration, you’ll have your own starting point—a place from which you can roll up your sleeves and get to work. Tracing Our Lineage This isn’t the first time folks have talked about reusable content, meaningful messages, structured information, and designing systems that work harder. Instead, you can find the roots of today’s movement in four key—and often overlapping—digital areas: content strategy, technical communications, information architecture, and content management.

Who let this happen? But in truth, content ends up being modeled like this all the time, in organizations large and small. Maybe even in your own. We can do better than this, but only when we begin to understand which core elements make our content types come to life—and then share that knowledge with the folks building the physical systems and structures that will support our lively, user-satisfying content. As content management expert Deane Barker has written, “structuring content can suck the soul out of the authoring process”2 by making those responsible for content stop thinking in wholes and start acting like machines.

Most of your companies and clients probably aren’t major media organizations with large editorial staffs. If your project isn’t as sophisticated as NPR, don’t worry: There’s still plenty you can do simply by honing a keen editorial eye. Breaking Content Down 43 Just as we broke down Epicurious’ recipe into more than a dozen parts, a close reading of just about any content type will reveal multiple distinct elements. Here are a few of the ones I’ve found most common: 44 • Title/headline: This is a given for most content.

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