1. © 2011 Cognifide Limited Cleve Gibbon CS Association, April 2012 http://www.cognifide.com Architectures for Adaptable Content

2. © 2011 Cognifide Limited Technologists for the Marketing world Providing Expertise that executes and guides Digital Marketing Strategies

3. © 2011 Cognifide Limited Who we work with? AgenciesClients Industry Partners

4. Architectures for Adaptable Content

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

6. 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

7. It’s Blobs vs. Chunks Karen McGrane

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

9. Don’t do this! PrintWebMobileEpubOther…WebMobile Web

10. Do This Print Web Mobile Other… Structured Content

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

12. Content Editorial Services Create SupportCollects Delivers

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

14. http://www.clevegibbon.com @cleveg