Published on November 21, 2013
Feeding the Adaptive Content Monster Don Day Contelligence Group @donrday firstname.lastname@example.org (with select tweets from Content Strategy Applied, UK, Nov 2013, #CSAUK) 1
What is the real monster? • Not Adaptive Content, per se, but…. • • • • • • SEO moving to stories and cohesive content Customers looking for quality, authoritative information Value of obtaining alternate uses/outputs from content Need to reach new devices with different characteristics Finer-grained search and reuse options for users Relevance as a consumer expectation • In short, Demand! Feed me!…Feed me, Krelborn! Feed me now!…I’m starving! 2
Good content is not just a teabag! 3 Photo credit: andreasmarx / Foter.com / CC BY-NC-ND
What’s wrong with my content? • Blobs vs Chunks: Definitions • Blobs = Amorphous entities of text, usually presentational • Chunks = Named, scoped, modular units of information that can be manipulated; Structured content • Blobs are merely human consumable; “chunks” are computationally consumable. • Web CMS often the culprit for creating the Lowest Common Denominator of blob-like content: title and body with highlighting • For example… 4 We don’t need no stinking chunks!
Presentation ≠ semantics! 5
Doesn’t RWD solve all this? • RWD = Responsive Web Design • A fluid grid, media queries, and image optimization • Example: http://crushlovely.com/, http://www.starbucks.com/ • It really, really does put more stuff into more places. • That said, • Crap on a page now can be turned into crap everywhere. • RWD by itself has a lot in common with a drug delivery device! 6
RWD: Without the right content, it can’t deliver a great experience. 7 http://en.wikipedia.org/wiki/File:Alice_05a-1116x1492.jpg#filelinks
Role of Adaptive Technologies • Adaptive Design: Adds logic to Responsive Web Design • Helps with intelligent resource usage (fonts, images, scope) • Generally is not aware of content and context • A robot in a museum can’t answer questions about the exhibits! • Adaptive Content: Fills the divs on a page more intelligently • Supports negotiation about its role and suitability • For devices • For subject matter • For users (personalization) • How? Structure and semantics 8
What is Adaptive Content? Ann Rockley: • “Adaptive content is • • • • format-free, device-independent, scalable, and filterable • content that is transformable for display • in different environments and • on different devices • in an automated or dynamic fashion.” 9
What is Adaptive Content? Karen McGrane: 10
Structure: Generic vs Semantic Generic, bloggy, salesy • • • • • • • Headline Lead Description Keywords Main image Body copy Call to Action API reference • • • • • • • • • • • • • • • • • • • • • • • • • • • <api xmlns="http://www.ioexception.de/rest-api-doc" xmlns:xsi="http://www.w3.org/2001/XMLSchemainstance" xsi:schemaLocation="http://www.ioexception.de/rest-api-doc ../xsd/rest-api-doc.xsd "> <name>Foo Bar Example API</name> <version>v2</version> <author>John Doe</author> <description>The following document describe the RESTful API of the example service foo bar. </description> <baseuri>http://myapipath/v2</baseuri> <authentication> <type>Basic Authentication</type> <type>OAuth</type> </authentication> <resources> <resource> <name>User</name> <description>This resource represents a user. </description> <path>/user/<param description="user ID">user-id</param></path> <operation> <name>Create a new user account</name> <description>Creates a new user account, if user registration is enabled.</description> <path omitResourcePath="true">/users</path> <formats><format>application/json</format></formats> <request> <method>POST</method> <authentication mandatory="false" /> https://github.com/berb/rest-doctemplate/blob/master/example/example.xml 11 * Note: One size does not fit all content types!
To get into the game… • Understand use of content both within your organization and across its partners and OEMs (commonalities) • Understand the business rules that inform on or depend on the semantics that you need to capture • Whiteboard the relationships and hierarchies of the identified semantic chunks • Semantic terms or substructures that are shared across content types • The content types themselves (the starting points for driving business processes or content categories) • Build a schema (database or XML/RNG) • Test! Assess, tweak, and repeat. • Use in anger! 12
Are you ready? No sir, I didn’t like it! 13
Under the hood… NPR 14
Under the hood… Web Platform Docs 15
View Form: Web Platform Docs 16
Under the hood… microdata 17
Under the hood… expeDITA 18
GatherContent Editor Panel 19
Under the hood… WordPress+ 20
Anticipation! • Adaptive Content with WordPress: • http://www.cmsmyth.com/2013/05/rom-blobs-to-chunksstructured-content-in-wordpress/ • http://www.webdesignerdepot.com/2013/04/adaptive-contentwith-wordpress/ • http://wordpress.org/plugins/easy-content-templates/screenshots/ • http://simple-fields.com/ • http://wordpress.org/plugins/advanced-custom-fields/ • And with Drupal: • https://groups.drupal.org/node/51023 • Your tax dollars at work: • http://www.howto.gov/web-content/technology/contentmanagement-systems/how-to-create-open-structured-content • All around good stuff: • http://meetcontent.com/blog/structured-content-an-overview/ 21
Thank you! • And one last tweet from #CSAUK: 22
So true! 24
Example: Research in 2003 25
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