{"id":2805,"date":"2012-03-27T07:13:19","date_gmt":"2012-03-27T11:13:19","guid":{"rendered":"https:\/\/meetcontent.com\/?p=2805"},"modified":"2017-04-20T00:15:46","modified_gmt":"2017-04-20T04:15:46","slug":"structured-content-an-overview","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/structured-content-an-overview\/","title":{"rendered":"Structured Content: An Overview"},"content":{"rendered":"<figure id=\"attachment_2807\" aria-describedby=\"caption-attachment-2807\" style=\"width: 250px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/structuredcontent250.jpg\" alt=\"Baby dressed in layers\" title=\"structuredcontent250\" width=\"250\" height=\"250\" class=\"size-full wp-image-2807\" srcset=\"https:\/\/meetcontent.com\/wp-content\/images\/structuredcontent250.jpg 250w, https:\/\/meetcontent.com\/wp-content\/images\/structuredcontent250-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><figcaption id=\"caption-attachment-2807\" class=\"wp-caption-text\">Dress your content in layers, and it will be ready for anything.<\/figcaption><\/figure>\n<p>When we create content\u2014whether it\u2019s a tweet, a blog post or a program description\u2014we can no longer anticipate the default experience to be the desktop web browser. Our content is going places\u2014<a href=\"https:\/\/meetcontent.com\/blog\/planning-for-content-delivery-consumption-and-context\/\" title=\"Planning for Content Delivery, Consumption and Context\">sometimes places we can\u2019t predict<\/a>. It could be an iPhone, a Kindle, even a Nintendo Wii. <\/p>\n<p>As it is dispatched to digital corners far and wide, is it equipped to do its job, no matter the context? Will content goals and user needs remain well served?<\/p>\n<p>Here\u2019s the landscape we\u2019re facing:<\/p>\n<ul>\n<li>According to a <a href=\"http:\/\/pewinternet.org\/Reports\/2011\/Smartphones.aspx\" title=\"Pew Internet report on smartphone adoption\" rel=\"nofollow\">July 2011 Pew study<\/a>, 35 percent of Americans own a smartphone, with a quarter of those using it as their primary internet device. <strong>Update<\/strong>: In a webinar today, mStoner&#8217;s Doug Gapinski shared updated Pew data (as of February 2012) indicating that <a href=\"http:\/\/pewinternet.org\/Reports\/2012\/Smartphone-Update-2012\/Findings.aspx\" title=\"Pew Internet - Smartphone Update\" rel=\"nofollow\">46 percent of Americans now own a smartphone<\/a>. Yikes! <\/li>\n<li>According to Comscore, in August 2011, <a href=\"http:\/\/www.comscore.com\/Press_Events\/Presentations_Whitepapers\/2011\/Digital_Omnivores\" title=\"Comscore: Digital Omnivores, 2011\">nearly seven percent of internet traffic<\/a> came from smartphones, tablets and other non-computer devices.<\/li>\n<li>The <a href=\"http:\/\/stateofthemedia.org\/\" title=\"State of the News Media\">2012 State of the News Media<\/a> study by the Pew Research Center&#8217;s Project for Excellence in Journalism found that 34 percent of those who consume news content on a desktop or laptop also get news on a smartphone, with 17 percent also getting it on a tablet. Twenty-seven percent of smartphone news consumers also get news on a tablet, and five percent get news from all three devices.<\/li>\n<\/ul>\n<p>But lest we use these statistics to justify a wholly separate mobile web content initiative, heed the advice of higher ed mobile sage Dave Olsen, who <a href=\"http:\/\/dmolsen.com\/2011\/11\/22\/mobile-strategy-is-dead-long-live-content-strategy\/\" title=\"Mobile Strategy is Dead; Long Live Content Strategy\">boldly declared last November that there is no mobile web\u2014there is only content<\/a>:<\/p>\n<div class=\"bqwrap\">\n<blockquote><p>From our users\u2019 perspective they just want access to our content and they want it on their terms. \u2026 There is no separate mobile strategy. There is only an existing content strategy and working to make sure that that content is best presented to everyone.\n<\/p><\/blockquote>\n<\/div>\n<p>Unpredictable device contexts. Users demanding content when and how they want it. This new landscape may seem harsh and unforgiving. But as we say up here in New England, just put on a sweater and you\u2019ll be fine.<\/p>\n<p>It\u2019s up to us to prepare our content to freely, ably encounter unpredictable contexts. And freedom like that requires a little structure.<\/p>\n<h2>A Little Structure Will Do You Good<\/h2>\n<p>We may think that when we publish content on a webpage, we are freeing it to be consumed by world at large. But increasingly, planning content solely for the context of a webpage is like trapping it in amber, effectively immobilizing it.<\/p>\n<p>We need to atomize our content into data, liberating it from the webpage and equipping it to be called to duty in whatever context is appropriate for the need. Laptop? iPad? Google TV? <a href=\"https:\/\/meetcontent.com\/blog\/planning-for-time-shifted-reading\/\" title=\"Planning for Time-Shifted Reading\">Instapaper<\/a>? No problem, if your content is structured appropriately. <\/p>\n<p>What does it mean to structure your content? I like to think of the concept of structured content as dressing in layers. When it\u2019s cold, we have a sweater and a hat handy. When it\u2019s warm, we can tie that sweater around our waist and be comfortable in a t-shirt. Sudden shower? No problem. We\u2019ve got one of those foldable rain parkas right here.<\/p>\n<p>How do we define structured content? In 2010, Rachel Lovinger of Razorfish published an important overview of structured content called \u201c<a href=\"http:\/\/nimble.razorfish.com\" title=\"Nimble\" rel=\"nofollow\">Nimble<\/a>.\u201d <\/p>\n<p>\u201cSimply put, digital content needs to be free \u2013 to go where and when people want it most,\u201d she wrote. \u201cThe more structure you put into content the freer it will become.\u201c<\/p>\n<p>Lovinger argued for publishers to make their content more nimble, meaning it can:<\/p>\n<ul>\n<li>Travel freely: via social and mobile, available on demand\n<\/li>\n<li>Retain context and meaning: across various sources, usage and relationships\n<\/li>\n<li>Create new products: thanks to reusable content, finding new (and quicker-to-market) ways to engage people with a message<\/li>\n<\/ul>\n<p>To become nimble, Lovinger says content needs to be three things: well-structured; well-defined; and well-described. This is accomplished through effective application of metadata standards. We already understand the importance of separating content from design through the use of cascading style sheets. Metadata is another, even more critical level of empowering content outside the context of a design, giving it definition and description that allows it to navigate meaningfully through a variety of contexts.<\/p>\n<div style=\"width:425px\" id=\"__ss_7931334\"> <strong style=\"display:block;margin:12px 0 4px\"><a href=\"http:\/\/www.slideshare.net\/rlovinger\/make-your-content-nimble\" title=\"Make Your Content Nimble - Confab\" target=\"_blank\">Make Your Content Nimble &#8211; Confab<\/a><\/strong> <iframe loading=\"lazy\" src=\"http:\/\/www.slideshare.net\/slideshow\/embed_code\/7931334\" width=\"425\" height=\"355\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe> <\/p>\n<div style=\"padding:5px 0 12px\"> View more <a href=\"http:\/\/www.slideshare.net\/\" target=\"_blank\">presentations<\/a> from <a href=\"http:\/\/www.slideshare.net\/rlovinger\" target=\"_blank\">Rachel Lovinger<\/a> <\/div>\n<\/p><\/div>\n<p>(To learn more about these standards and Lovinger\u2019s three criteria for nimble content, dive into Lovinger\u2019s <a href=\"http:\/\/www.slideshare.net\/rlovinger\/make-your-content-nimble\" title=\"Make Your Content Nimble\">Slideshare deck overview of the concepts behind \u201cNimble\u201d<\/a> or get acquainted with the entire <a href=\"http:\/\/nimble.razorfish.com\" title=\"Nimble\" rel=\"nofollow\">manifesto<\/a>. You should also explore Sara Wachter-Boettcher&#8217;s excellent primer from A List Apart, &#8220;<a href=\"http:\/\/www.alistapart.com\/articles\/future-ready-content\/\" title=\"Future-Ready Content\">Future-Ready Content<\/a>.&#8221;)<\/p>\n<h2>Content as Data as Content<\/h2>\n<p>In our <a href=\"https:\/\/meetcontent.com\/blog\/content-takeaways-from-highedweb-2011\/\" title=\"Content Takeaways from HighEdWeb 2011\">HighEdWeb 2011 wrap-up<\/a>, we mentioned the presentations by Doug Beck and Roger Wolf from the University of Central Florida as one of our favorites (go listen, view the deck and read the transcript), because it got at the importance of structuring our content to turn it into a \u201clegendary\u201d data source, able to be pulled into a range of applications and services. News, blogs, events, photos, emergency information and campus maps (with their attendant RSS feeds and APIs) are all valuable data sources.<\/p>\n<figure id=\"attachment_2835\" aria-describedby=\"caption-attachment-2835\" style=\"width: 215px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/batman.jpeg\" alt=\"Batman\" title=\"batman\" width=\"215\" height=\"300\" class=\"size-full wp-image-2835\" \/><figcaption id=\"caption-attachment-2835\" class=\"wp-caption-text\">Be a content Batman, say UCF's Beck and Wolf. Turn your content into a &quot;legendary&quot; data source.<\/figcaption><\/figure>\n<p>\u201cYou don\u2019t need to do mobile,\u201d they said. \u201cYou need to mobilize your content and data.\u201d<\/p>\n<p>We also loved <a href=\"http:\/\/speakerdeck.com\/u\/erunyon\/p\/feeding-the-beast\" title=\"Feeding the Beast\">hearing from Notre Dame\u2019s Erik Runyon and Jeremy Friesen<\/a> about how they are using APIs (application programming interface, which Runyon and Friesen define simply as \u201cany interface that allows for easy manipulation of data) to de-silo content and make it reusable across a range of applications.<\/p>\n<p>NPR is the king of this approach.  The <a href=\"http:\/\/blog.programmableweb.com\/2009\/10\/13\/cope-create-once-publish-everywhere\/\" title=\"COPE: Create Once Publish Everywhere\" rel=\"nofollow\">Create Once, Publish Everywhere philosophy embraced by NPR<\/a> (and baked into their homegrown CMS) is similar to what Notre Dame does with their own applications\u2014from their homegrown CMS, Conductor, to their events calendar and campus map application\u2014which pull and render content from multiple databases with the help of APIs.<\/p>\n<p>\u201cBuilding API&#8217;s allows content producers to be much more nimble in deploying the content to multiple platforms,\u201d Zach Brand, senior director of technology at NPR, <a href=\"http:\/\/blog.programmableweb.com\/2011\/04\/18\/what-we-did-wrong-npr-improves-its-api-architecture\/\" title=\"What We Did Wrong: NPR Improves its API Architecture\" rel=\"nofollow\">wrote for Programmable Web in April 2011<\/a>.<\/p>\n<p>(As an aside, it\u2019s worth noting that the smarter content management systems going forward are going to embrace structured content, content reuse and a semantic, COPE approach. Karen McGrane shares some insights on this matter in her <a href=\"http:\/\/www.slideshare.net\/KMcGrane\/adapting-ourselves-to-adaptive-content-12133365\" title=\"Adapting Ourselves to Adaptive Content\">slide deck on adaptive content<\/a>.)<\/p>\n<p>Olsen also wrote last fall about the <a href=\"http:\/\/futurefriend.ly\/\" title=\"Future Friendly\">Future Friendly web development movement<\/a>, which calls on us to <\/p>\n<ol>\n<li>Acknowledge and embrace unpredictability\n<\/li>\n<li>Think and behave in a future-friendly way\n<\/li>\n<li>Help others do the same.<\/li>\n<\/ol>\n<p>In sketching <a href=\"http:\/\/dmolsen.com\/2011\/11\/07\/the-future-friendly-campus-a-manifesto\/\" title=\"The Future Friendly Campus: A Manifesto\">his vision of the future-friendly campus<\/a>, Olsen observed that \u201ctraditional silos of content and data need to come crumbling down\u201d and \u201cAPIs are the bedrock upon which all of our solutions are going to be built on in the future.\u201d In this respect, it seems that Notre Dame and UCF are ahead of the curve.<\/p>\n<p>Notre Dame\u2019s Runyon and Friesen made another valuable point in their presentation\u2014open data goes hand in hand with collaborative relationships. The folks who run the CMS may be in a different group than the folks who run the events calendar, but if both sets of developers are working together and sharing data\u2014particularly in consultation with someone from the communications group\u2014they can make each other\u2019s applications even more robust and effective, ultimately providing a better content experience for their audience.<\/p>\n<h2>Making the Case for Structured Content<\/h2>\n<p>From a technical perspective, this all makes sense. If we increase the informational surface area of our content with the appropriate metadata and treat it like data that can be utilized by multiple applications via APIs, we can empower our content to succeed on any device. Huzzah! <\/p>\n<p>But, so what? Let\u2019s face it: Metadata isn\u2019t exactly shiny, or even that easy to explain. (Even I elect to defer to Lovinger\u2019s much more informed explanation. Where my librarians at?!) How do we argue for building the systems and creating the culture where structured content shapes the backend of our digital publishing efforts?<\/p>\n<figure id=\"attachment_2836\" aria-describedby=\"caption-attachment-2836\" style=\"width: 300px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/meetcontent.com\/wp-content\/images\/6009639079_9ef56be09a-300x300.jpg\" alt=\"Number one\" title=\"6009639079_9ef56be09a\" width=\"300\" height=\"300\" class=\"size-medium wp-image-2836\" srcset=\"https:\/\/meetcontent.com\/wp-content\/images\/6009639079_9ef56be09a-300x300.jpg 300w, https:\/\/meetcontent.com\/wp-content\/images\/6009639079_9ef56be09a-150x150.jpg 150w, https:\/\/meetcontent.com\/wp-content\/images\/6009639079_9ef56be09a.jpg 500w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-2836\" class=\"wp-caption-text\">Do it once. Do it right.<\/figcaption><\/figure>\n<p>Let\u2019s make the case in a language we in higher ed can easily understand: thrift. We don\u2019t have the time or resources to build separate mobile sites and mobile apps, nor to re-create instances of content to accommodate different pages or sites. We have one website. Let\u2019s dress it in layers. Let\u2019s make our content ready to be reused in any context it may encounter. We cannot afford to do otherwise. <\/p>\n<p>Here\u2019s another language in which we can make the argument for structured content: branding. If we create multiple instances of content, we introduce the possibility of inconsistent content delivery across devices and experiences, and inconsistent messaging is frustrating for our users and damaging to our brand. Not to mention, duplicate content is going to give us all sorts of SEO headaches.<\/p>\n<p>As we know, multichannel marketing succeeds on the <a href=\"http:\/\/www.slideshare.net\/mbloomstein\/driving-a-multichannel-experience-from-a-single-message\" title=\"Driving a Multichannel Experience from a Single Message\">strength of the continuity of our message<\/a>. Our technology and content delivery should support these efforts. By building our publishing efforts around one core of content, ready to be dispatched to any device with meaning and message intact, we will ensure the effectiveness of our communication and marketing efforts. So put on a sweater and get to it!<\/p>\n<p>Are you using a structured content approach to inform content publishing on your campus? What&#8217;s your process?<\/p>\n<p><strong>Update<\/strong>: Olsen and Wachter-Boettcher shared some good insights stemming from this topic on Twitter. <a href=\"http:\/\/storify.com\/meetcontent\/structured-content-some-follow-up\" title=\"Structured Content: Some Follow-Up\" rel=\"nofollow\">We Storified their dialogue here<\/a>.<\/p>\n<p><em><a href=\"http:\/\/www.flickr.com\/photos\/vatobob\/3711466241\/\">Top\/homepage photo by vatobob\/Flickr Creative Commons.<\/a> <a href=\"http:\/\/www.flickr.com\/photos\/33498942@N04\/6009639079\/\">Bottom photo by WarmSleepy\/Flickr Creative Commons<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When we create content\u2014whether it\u2019s a tweet, a blog post or a program description\u2014we can no longer anticipate the default experience to be the desktop web browser. Our content is going places\u2014sometimes places we can\u2019t predict. It could be an iPhone, a Kindle, even a Nintendo Wii. As it is dispatched to digital corners far [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[127],"tags":[73,21,25,18,74,22,45,43,72],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Structured Content: An Overview | Meet Content<\/title>\n<meta name=\"description\" content=\"Using structured content as the foundation of our publishing efforts empowers our content to succeed in any device context.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/meetcontent.com\/blog\/structured-content-an-overview\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Georgy Cohen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/meetcontent.com\/blog\/structured-content-an-overview\/\",\"url\":\"https:\/\/meetcontent.com\/blog\/structured-content-an-overview\/\",\"name\":\"Structured Content: An Overview | Meet Content\",\"isPartOf\":{\"@id\":\"https:\/\/meetcontent.com\/#website\"},\"datePublished\":\"2012-03-27T11:13:19+00:00\",\"dateModified\":\"2017-04-20T04:15:46+00:00\",\"author\":{\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91\"},\"description\":\"Using structured content as the foundation of our publishing efforts empowers our content to succeed in any device context.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/meetcontent.com\/blog\/structured-content-an-overview\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/meetcontent.com\/#website\",\"url\":\"https:\/\/meetcontent.com\/\",\"name\":\"Meet Content\",\"description\":\"Empowering higher education to create and sustain web content that works\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/meetcontent.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/c46e3050ea513291a46336298ee82c91\",\"name\":\"Georgy Cohen\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/meetcontent.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/ed49bc8dd530713ec3ccdf6523f474b5?s=96&d=mm&r=g\",\"caption\":\"Georgy Cohen\"},\"description\":\"Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. 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