Realising the potential ofWeb Content

David Kinsella

DeliveryDelivery

Where does content strategy fit?

Message

Message

AudienceContent Strategy

Content Strategy

==What is Web Content?

WebContent

Web Design

Written material

Web Site

Web Design is like architecture

Web design is the creation of digital environments that facilitate and encourage human activity; reflect or adapt to individual voices and content; and change gracefully over time while always retaining their identity.

“

”Jeffrey Zeldman

Case Study: Menzies

Multiple delivery platforms

Presentation / DesignPresentation / Design Presentation / Design

Web Content should be constant

Delivery PlatformDelivery Platform Delivery Platform

Content

Content / Presentation Mix

Pure content

Title: Widgets and API's

Image: http://www.kmp.co.uk/image.jpg

Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community….

Title: Widgets and API's

Image: http://www.kmp.co.uk/image.jpg

Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community….

Beyond the website

Content Distribution

Contentitem

Contentitem

Content Distribution

Image AttachmentVideo AttachmentAudio Attachment

Case Study: Chester Zoo

My Company

Maintaining Brand Identity

Article title

Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text.

Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text.

Article title

Maintaining Brand Identity

Tone Persona Phraseology

Brand guidelines for content authors

Author Brand Guidelines

Is our content relevant?

Content User

Aggregator Search

NotRelevant

NotRelevant

Semantics: content with context

Title: Widgets and API's

Image: http://www.kmp.co.uk/image.jpg

Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community….

Title: Widgets and API's

Image: http://www.kmp.co.uk/image.jpg

Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community….

Semantic markup is probably the simplest way to create portable, machine-readable web content.

Non semantic content<font size="24px“ color="blue"> Title</font>

<br><br>

<b> The first paragraph</b>

<br><br>

The second Paragraph

<font size="24px“ color="blue"> Title</font>

<br><br>

<b> The first paragraph</b>

<br><br>

The second Paragraph

The User SeesThe User Sees

Title

The first paragraph

The second paragraph

Title

The first paragraph

The second paragraph

The Software SeesThe Software Sees

Title The first paragraph The second paragraph

Title The first paragraph The second paragraph

Semantic content<h1> Title</h1>

<p id=“preamble”> The first paragraph</p>

<p> The second paragraph</p>

<h1> Title</h1>

<p id=“preamble”> The first paragraph</p>

<p> The second paragraph</p>

The User SeesThe User Sees

Title

The first paragraph

The second paragraph

Title

The first paragraph

The second paragraph

The Software SeesThe Software Sees

Heading: Title

Paragraph - “preamble”: The first paragraph

Paragraph: The second paragraph

Heading: Title

Paragraph - “preamble”: The first paragraph

Paragraph: The second paragraph

Semantics: content with context

Benefits Disadvantages

Performance

Work Effort

Training

Legacy Content

Data Portability

Case Study: E4 – Skins Series 2

In Summary

==WebContent

PortableData

Any Questions?