With market demands and user expectations advancing at an ever increasing pace, the modern publisher needs to learn to listen. Content assets are no just longer things you commission and publish. Community-generated assets need curation and management in a new way. Have you updated your process for this new world? Presented at Publishing Expo 2012 at Earls Court 2, London by Noz Urbina, Senior Consultant, Mekon.

1. Updating your Content Strategy for
a Community-driven World
Noz Urbina
noz.urbina@mekon.com
@nozurbina
@nozurbina

2. Me/Mekon
~ Consultant/Trainer for Mekon Ltd.
(www.mekon.com)
– Content strategy
– Mekon 20 years, me 10 years – specialists in content
and mark-up
– Small-to-medium-to-huge enterprises
~ Mekon principal sponsor, myself chairperson for
Congility events (www.congility.com)
– Today’s Content Needs Agility
@nozurbina

3. www.mekon.com/
lessworkmoreflow.blogspot.com/
@nozurbina

4. The World of Content
XML
Nothing has changed...
Standards Speed
...and everything has changed.
Efficiency
Strategy &
Single ROI
Sourcing
@nozurbina

5. GOING SOCIAL
@nozurbina

6. Getting your ducks in a row
~ Before you can integrate community driven
content, you must make sure you’re
managing yours correctly
~ There are a lot of underlying challenges
@nozurbina
http://www.flickr.com/photos/aidanmorgan/4204877203/

7. Formats are diverse
@nozurbina

8. Mobile formats are diverse
Format Extn DRM Image Table Sound Inter- Word Open Book- Video
activity wrap Standard marking
ArchosReader .aeh Yes Yes ? No No Yes No Yes ?
DjVu .djvu ? Yes Yes No No No Yes Yes ?
EPUB (IDPF) .epub Yes Yes Yes Yes Yes Yes Yes Yes/No Yes
FictionBook .fb2 No Yes Yes/No No No Yes Yes ? ?
HTML .html No Yes Yes Yes No Yes Yes No Yes[
Kindle .azw Yes Yes Yes Yes Yes Yes No Yes ?
Microsoft .lit Yes Yes ? No No Yes No Yes ?
Reader
Mobipocket .mobi Yes Yes Yes No Yes Yes No Yes ?
Multimedia .exe Yes Yes ? Yes Yes No Yes Yes ?
Ebook
eReader .pdb Yes Yes ? No No Yes No Yes ?
Plain text .txt No No No No No Yes Yes No No
Plucker .pdb Yes Yes Yes No Yes Yes Yes Yes ?
PDF .pdf Yes Yes Yes Yes Yes No Yes Yes Yes
PostScript .ps No Yes ? No No No Yes ? ?
Repligo .rgo ? Yes Yes No No Yes No No ?
TealDoc .pdb Yes Yes ? No No Yes Yes Yes ?
Tome Raider .tr2, .tr3 Yes Yes ? No No Yes No ? ?
@nozurbina
http://en.wikipedia.org/wiki/Comparison_of_e-book_formats

9. Displays are cheap and rugged
eink.com/rugged.html
@nozurbina

10. Content is becoming constant
@nozurbina bitly.com/smartglass

11. Fantasy! Never in Our Lifetime!
http://www.mediadecor.com/
@nozurbina

12. Take-Aways
~ Smart phones and tablets are the tip of the
iceberg
~ Users are connecting with content in new
ways all the time
– To connect with them and get their content, you
need to be able to be where they are
@nozurbina

13. Take-Aways
~ You can’t keep up by converting content from
format to format as they appear
– Need to migrate to a neutral format
– Content must be stored ready for any
output/device
~ Many organisations are still presenting
content online/on mobile in PDF and in the
print paradigm
@nozurbina

14. A Lesson from Cloud Computing
Cloud computing is the delivery
of computing as a service rather than
a product
... shared resources, software, and information
are provided to computers and other devices
as a utility (like the electricity grid)
... over a network (typically the internet).
http://en.wikipedia.org/wiki/Cloud_computing
@nozurbina

15. Service vs. Product (Deliverable)
~ Content can be conceived of and delivered as
a service
– Content gets encapsulated in deliverables
– Each deliverable is one view for one context, at
one time.
~ One issue or update of a “Journal”, “Website”,
“Magazine”, etc..
~ e.g. News Providers that pipe content to sites,
devices, and affiliates globally.
@nozurbina

16. Content as a Service
@nozurbina

17. Content as a Service
@nozurbina

18. Content as a Service Requires
~ Metadata-rich content, decent taxonomy
~ Format neutral , not proprietary (DITA, XML)
~ Repository of structured content modules
~ Repository/Delivery platforms that support content
queries via metadata
~ Ability to re-cast content for a new context to create
new value (Content Curation)
~ Metric and analytics reporting
– To help you decide what to reuse and pipe where
@nozurbina

19. Content Curation
~ Content curation is reusing content for new aims
~ Sometimes it can be automated, sometimes can be
hand-curated
~ Considerations:
– Is it modular? (References to old context, links, etc.)
– Metadata - is it findable by the appropriate metadata in
the new contex?
– Is it still current/accurate at the point of reuse?
– Is it editorially, stylistically, etc. appropriate in its new
reuse context?
@nozurbina

20. NOW YOU’RE READY FOR
SOCIAL
@nozurbina

21. Social Content Curation
~ Making the best of social content involves the
same steps and techniques
– Research, engagement, listening, measurement
– Plus: Curating user-generated content, metadata,
folksonomies/taxonomies
~ Social content can intermingle with
commercial content, creating new
deliverables
@nozurbina

22. Lifecycle
@nozurbina
http://simple.wikipedia.org/wiki/File:Frog_lifecycle.jpg

23. Content Lifecycle
HTTPS
Web
CMS
CMS Content
Server
rd
3 party
New!
Favs
New!
Mobile
Device
TMS Embedded
And
@nozurbina “In-App”

24. Dangers
~ If you build it, they will come
~ Departmental silos
~ New editorial, licensing and writing
guidelines
~ Taxonomy and Metadata systems
~ Scoping
~ Search fragmentation across systems
~ Systems consolidation
@nozurbina

25. Conclusion
~ When user generated and brand content is:
– properly structured
– enriched with metadata
– free from format
~ it can be governed and curated across all
formats together as an integrated whole
@nozurbina

26. Conclusion
~ If executed properly, this increases:
– User engagement
– Revenues
– Brand value
@nozurbina

27. THANK YOU! Q&A?
Noz Urbina
noz.urbina@mekon.com
@nozurbina @nozurbina