Content strategy for mobile pdf


yup, even the desktop. When we talk about content strategy for mobile, we're also .. mobile devices (; PDF). They're not all looking for . When we talk about content strategy for mobile, we're also not talking about not being built with a CMS:; PDF.) You decide that you. Nov 5, Add. You don't get to decide which platform or device your customers use to access your content: they do. Mobile isn't just smartphones, and it.

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Content Strategy For Mobile Pdf

Content Strategy for Mobile [Karen McGrane] on *FREE* shipping on qualifying offers. ISBN: Paperback: pages You don't. Content Strategy for Mobile book. Read 48 reviews from the world's largest community for readers. You don't get to decide which platform or device your c. Brief books for people who make websites8 No. Karen McGrane cONTENT sTRATEGY FOR MOBILE Foreword by Paul For.

Features to consider when developing a mobile PDF Strategy. Everywhere you look, you see that mobile first dominates current web strategies. The core of a good mobile strategy is giving visitors a common experience no matter which type of device they use to access content. PDF documents should not lose any functionality as they move between the desktop and the mobile environment. Having control over which software is installed onto the desktop or mobile devices gives your organization the opportunity to define the software used to open and read PDF documents. In this way, you can ensure that users experience is consistent across environments. You can also ensure that whatever security protocols your company has in place are adhered to, including in use of PDF files. Your company may be using collaborative features such as Shared Review. Making sure your desktop and mobile PDF solutions support your Shared Review solution enables employees to collaborate using the platform of their choice. This affects the mobile worker in some serious ways, so it benefits them to adhere to your standards. Adopting a mobile first strategy goes much deeper than just the company website; it involves creating a plan that allows users to consume all available content on any device they are working with.

This allows designers and content creators access to the same assets — including brand guidelines, color palettes, fonts, and logos. Any changes to assets in the repository are updated universally to combat version control issues. Organizing your people, processes, and technology to be collaborative allows you to create original assets and content that can be easily located, repurposed, and used across any channel. Production quality and speed increases, and, ultimately, working together allows your enterprise to work smarter, not harder.

A Book Apart

Adobe Behance founder Scott Belsky makes four suggestions: Communicate your priorities. Rank your projects by how much effort each will take. Then communicate to the team which projects can fall below the line in order to make important deadlines.

Be proactive about the things you care about. Set aside time to work on one or two initiatives that interest you. Focus more on how to organize the ideas you already have, and less on the next best project. Make the most of your meetings. Put a premium on action. Typically practical, thorough and useful handbook to making your content go mobile. In fact the message is that going responsive is actuall Typically practical, thorough and useful handbook to making your content go mobile.

Looking forward to putting it into practice! Feb 19, Russ Little rated it really liked it Shelves: In this sort work Karen McGrane makes sort work all pun intended of what can be an overwhelming subject. Along the way, she also makes a well presented argument for a content-centered workflow, which is the key to the holy grail of write-once-and-publish-everywhere.

This book is worth reading and certainly worth having in your back pocket if you're a content evangelist. Dec 17, Renae rated it really liked it Shelves: Loads of useful information in here and short enough to read in one sitting. I really love everything I've read from the List Apart series so far. For a book this short, it's hard to really dig into the hard stuff of how to influence change as a content strategist. There are some huge challenges to address in terms of processes, tools and organisational culture but it's great that awareness is building and a critical mass is forming.

Nov 22, Adam rated it really liked it Shelves: Anyone who works with content that may go online read: Oh, and try to get your executives to read and grok it. Good luck with that.

Nov 08, Melanie rated it it was amazing Shelves: Karen McGrane doesn't soft-pedal anything. She takes on conventional design wisdom in this excellent book—specifically the idea that you can write and design for a more task-oriented "mobile use case.

It's our job to give it to them. As if he read a bunch of online articles and trying to structure lengthy paragraphs around them! Book repeats now and again that you should go mobile.. Nov 11, Bryan rated it it was amazing. I'm not an editor or writer, but information, organization, processes excite me. This book is based on a well-known presentation by McGrane. The presentation is inspiring to watch and the book is a great resource for anyone working with content.

Feb 08, Steffan rated it really liked it Shelves: Learned a lot here about the thinking behind building adaptive content structures. This book is a necessary companion to anyone building large scale responsive web sites. Dec 31, Joe rated it it was amazing.

Karen McGrane is one of my favorite people. Jan 01, Adrian rated it really liked it. Great meditation on the challenges of multi-platform content production.

Really actionable advice - looking forward to seeing how practical the proposed approach is. Jan 02, Bob Mabbitt rated it it was amazing. Not even kidding when I say this book should be considered for our campus' "Common Read" selection next year. Oct 03, Lauren Golembiewski added it. Extremely valuable book! Jul 09, Meredith rated it it was amazing Shelves: Highly recommend this book for communicators. Aug 25, Kris rated it it was amazing Shelves: There's only good writing.

You should think about how to improve the quality of all your text. Once you've done so, there's no need to change the substance or the style to make it more appropriate for mobile. Knowing someone's location doesn't tell you anyt "Don't waste money on advertising if you don't have a mobile website to back it up. Knowing someone's location doesn't tell you anything about her goals. You can't make assumptions about what the user wants to do simply because she has a smaller screen. In fact, all you really know is: It's called forking, and it's a forking nightmare from a maintenance perspective.

What's the secret to this flexibility?

Why, it's having more structure! Adaptive content has structure and metadata attached to it, which helps it figure out what to do when it winds up on the all those different platforms and devices. Ruthlessly delete unnecessary words. Make them actionable and fill them with trigger words - words that users themselves would say if asked to describe what you're looking for.

Put the main idea and important keywords in the first sentence. If additional ideas are presented in a single paragraph, users are likely to skip over them. Jan 26, Dan rated it really liked it Shelves: This book focuses on the processes and organization behind putting together a website that is fully cross-platform, optimized for both desktop and mobile.

While it doesn't always seem like it should be a lot of effort, this book goes into how some of the best practices can require some changes in the workflow of organizations compared to what they do now.

You can, if you start thinking about creating adaptive content. Imagining that your content can and will be reused in many ways poses its own set of limitations and benefits. While many things need to change before organizations can start creating reusable content, the most fundamental challenge is a change in mindset.

Content creators need to break free of imagining a single context where their content is going to live and instead plan for content reuse. To give your content the best shot at making sense in whatever way the user wants or needs to consume it, you should do the following: Write Standalone Headlines Because you can use page titles in multiple places, write standalone headlines so that they can serve as page headers and links.

The following headlines are used for both the article title and the link title on landing pages and in search engines. You may have to write multiple headline versions—some that work as page titles, some that work as links. More about how to do this is coming up, in the chapter on information architecture. If the first sentence says nothing of interest, why would your reader want to tap for more information?

Readers are likely to scan headings and initial sentences, searching for words that they think will answer their questions.

If you combine multiple ideas in a chunk with no visual separation or distinction between them, important information will likely be overlooked. Remember how NPR could publish the same story to a Web site and an audio player? Having both text and audio gives them more options. You will need additional image sizes cropped.

Content Strategy for Mobile by Karen McGrane

Beyond that, providing a transcript or text summary for any audio or video content will make it more flexible for reuse—as well as more accessible to people with disabilities and friendly to search engines. Most people handle this process opportunistically: they hunt around for the paragraph or graphic they want to repurpose, then copy and paste it into place.

Others might handle it in a more organized fashion, maintaining a library of boilerplate documents that they can efficiently browse or search. Effective content reuse across platforms means you need a way to update content in one place and have the changes reflected everywhere. Structured content is fundamental to how we think about publishing on the Internet. Instead of being fixed on paper, content is stored in a database.

The structure we put into that database gives content more meaning, which means we can do more with it. If we categorize our content consistently—either by entering it into fields or marking it up with tags—then we can sort, filter, and prioritize it.

None of this happens by magic. Chunks, Not Blobs Many organizations insist their editing workflow requires a giant blob into which they can dump whatever they want—text, headings, images, tables, audio, videos—anything and everything that can show up on a Web page.

If your organization is using a blogging platform like WordPress as its CMS, you know what this looks like. WordPress was originally designed as a blogging platform. Its primary input mechanism is an unstructured blob. Your content blob will gloppily resist any attempt to make it firm up. If you want your content to be reusable, flexible, and adaptable to change, it needs structure. Tumblr takes a totally different approach to a content editing workflow, guiding users to create appropriate chunks of content, rather than just giving them one big blob.

Tumblr defines a set of content types: photos, quotes, chat transcripts, audio, video, and links, in addition to the generic text blob. Different interfaces for each of these content types help guide users to structure their content.

Because Tumblr took the time to figure out which fields and metadata would be required to support each content type, they can help users enter their information more easily. Done well, structured content makes for a better editing experience for content authors.

For example, as shown in Figure 3. But by defining it as its own content type, with specific fields for the quote and the source, Tumblr can display quotes differently on the front-end. But how do you achieve that?

A Book Apart

In the same way that Tumblr defined a set of content types—photo, quote, audio—and defined the fields that would make up those types, you need to figure out how to structure your content. This process of defining what your content is and how to chunk it up in your database is called content modeling. Content Modeling For most content management platforms, this means having properly fielded content chunks. Discrete content elements are broken out into different fields in the interface and the database, which means these chunks can be combined in different ways on different platforms.

The process by which these content chunks get defined is called content modeling. Modeling is the way you turn all your undifferentiated blobs of content into a defined, organized system of: content types—What kind of content is it?

Is it an article, product spec, recipe, or slideshow? Does the content include headings, body text, images, audio files, author name, or author bios? Does the field require a specific numeric format, image specification, character limit, or date format?

What attributes and data limits can be shared among different content types? Their Web site was at one time based on a simple wiki. But because all their content—names of guests, lists of questions, and episode videos—was sto4red in giant blobs, the site was nearly unusable. It was painful to use on mobile devices. And forget about trying to repurpose this valuable content in new ways.

A recent redesign reorganized the site around the episode as a central concept. The content model defined the episode as the primary content type, with different content types for each segment of the show—a guest appearance has a different structure and different attributes from a question segment. The diagram in Figure 3. The primary content type is an episode, and each episode has segments. Segments all share information about topics. The idea of a custom smartphone application to listen to episodes was previously a pipe dream, but now it could pull from the same underlying stream of content as their Web site.

Caller questions are now geocoded with location information, rather than simply having the name of a city floating somewhere in the text of the transcript—allowing them to build interactive maps to show off their broad base of listeners. In Figure 3.

Content Strategy for Mobile

The content model needs to reflect the needs and goals of the content authors who will create content—not to mention the people who will read the content. With adaptive content, your goal is to create a flexible base of content with a variety of structured content objects to cover a wide range of uses and contexts.

Instead of having forked content and separate workflows, you manage and maintain a package of content all in one place. Do you need multiple versions of headlines?

Shorter and longer summaries? Alternative versions of graphics, tables, or videos? Creating, managing, and maintaining all this content is much easier if you think of it as a single discrete package with a set of different content objects, rather than as separate workflows leading to separate Web sites. Responsive Content The worst case scenario is to force mobile devices to load all the available content over expensive data plans, then hide it or truncate it to fit in the designs.

Responsive Web design advocates have jumped to advocating for responsive content: content that can automagically reformat itself for different screen sizes or platforms, dynamically showing more or less content according to what the interface, device capability, bandwidth, or user context can support.

Two things are required to deliver on this notion of responsive content. But structured content is only one aspect of responsive content. But this does not make this content responsive. If we agree that the ideal scenario is a world where we can display content differently according to different device needs or context constraints, then we have some work to do to get there. Structured content is the foundation of adaptive content. It goes hand-in-hand with a third attribute, which is that the content must be independent from its presentation.

Every platform is unique. Mobile Web and desktop Web require different design conventions. The problem is, those design choices tell you about the meaning of the content.

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