© 2011 Cognifide Limited Cleve Gibbon CS Association, April Architectures for Adaptable Content

© 2011 Cognifide Limited Technologists for the Marketing world Providing Expertise that executes and guides Digital Marketing Strategies

© 2011 Cognifide Limited Who we work with? AgenciesClients Industry Partners

Architectures for Adaptable Content

We see: Print brands struggling to adapt their content to digital platforms. ‘Digital’ brands fighting the new battle to get mobile.

We’ve Learnt: “Unstructured content is stupid and old-fashioned. It’s costly, complex, and does not generate a competitive advantage.” Ann Mulcahy, Former CEO of Xerox

It’s Blobs vs. Chunks Karen McGrane

It really doesn’t matter! Structure First Mobile First Content First Customer First Context First … This not a chronology ->

Don’t do this! PrintWebMobileEpubOther…WebMobile Web

Do This Print Web Mobile Other… Structured Content

Public Site (Web) CMS Crap Author Experience Crap User Experience Editorial Publishing

Content Editorial Services Create SupportCollects Delivers

UX Information Architecture Interaction Design Visual Design Usability Engineering Content Architecture Content Modeling Author Experience Workflow Platform Development BuildTestReleaseSupport Content Strategy