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by Sara Wachter-Boettcher
Content Everywhere
Cover Page
Title Page
Copyright Page
DEDICATION
HOW TO USE THIS BOOK
Who Should Read This Book?
What’s in This Book?
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS
What do you mean by “content everywhere”?
What do you mean by structured content, and why is it so important?
But don’t I need different, simpler content for mobile?
Who should be doing this work?
I’m a content person. Do I really need to understand the technical parts?
Is this just about mobile?
CONTENTS
FOREWORD
INTRODUCTION
PART I The Case for Content Everywhere
CHAPTER 1 Framing the New Content Challenge
More Content, More Work
Making Content Work Harder
Getting Unstuck
Thinking Beyond the Page
Connecting the Dots
Thinking Beyond the Website
Learning from Web Standards
You Can Start Today
CHAPTER 2 Building a Way Forward
Tracing Our Lineage
Content Strategy
Technical Communications
Information Architecture
Content Management
Putting the Pieces Together
Progress, Not Perfection
PART II The Elements of Content
CHAPTER 3 Breaking Content Down
Deconstructing to Construct
First Meaning, Then Modeling
A Tale of Two Content Models
Enter, Content Strategy
Common Content Types
Turning Types into Elements
Not Just for Big Publishers
Structure Follows Substance
Coming Up for Air
CHAPTER 4 Creating Content Models
Documenting a Content Model
A Moment for Metadata
Considerations and Compromises
Gains and Losses
Will this element be used for searching or sorting?
Will it be used to relate this content to other content?
Does it need to be extracted and displayed alongside other content?
Does it need to shift, resize, or be removed altogether for some displays?
CMS Capabilities and Trade-offs
Authors and Workflows
Content Modeling at Work
Turning Models into Ecosystems
CHAPTER 5 Designing Content Systems
What Are Rules?
Rules Create Systems
Rules Are Intrinsic
Why Rules Matter
Related and Contextual Content
Content Rules for Responsive Designs
Many Ways to Make a Whole
A Framework for Rule-Making
Meaning
Priority
Relationships
Meaning
Priority
Relationships
Implementing the Rules
CHAPTER 6 Understanding Markup
Markup Matters
Many Meanings, Many Markups
Presentational
Semantic
What’s Your CMS Got to Do with It?
The Semantics of...“Semantic”
HTML Markup
Microformats
HTML5 Microdata
Schema.org
Structural Markup
XML
RDF
OWL
DITA
JSON
What About the Semantic Web?
The Lowdown on Markdown
Many Ways to Get to Markup
The Secret to Markup
CHAPTER 7 Making Sense of Content APIs
What Is a Content API?
Content APIs in Practice
Major Media
Products and Shopping
Government and Education
Why API?
API Approaches
Public Versus Private
Read Versus Write
What About RSS?
Scoot Up to the API Table
Putting It All Together
PART III Putting Structured Content to Work
CHAPTER 8 Findable Content
More Structured, More Findable
Search Engine Findability
Keyword-Rich Content Attributes
Content Hubs
Site Search Findability
Smarter Faceted Search
Related and Contextually Discoverable Content
Curation: The Other C-Word
Finding Soul in Findability
CHAPTER 9 Adaptable Content
Looking Beyond Layout
Intermixing Content
Content Layering
Removing Content
Making Content Lightweight
Simplicity from the Start
Adding Content
Responsibly Responsive
CHAPTER 10 Reusable Content
Revisiting Content Reuse
Building a Central Content Store
Content Across Products
Personalized Content
A Reuse Imperative
And Now for Something Completely Different
Chasing Perfection
Making Reuse Meaningful
CHAPTER 11 Transportable Content
The Great Content Shift
What’s in It for You?
Taking Advantage of Content Shifting
More Portability, More Problems
Attribution
Copyright
Compensation
What You Can Do
Be Part of the Experiment
Improve the Reading Experience
Letting Go
PART IV Enduring Content
CHAPTER 12 Content and Change
Why You? Why Now?
Rethinking Content, Revealing Fracture
Making Change Stick
Clear Vision
Customer Focus
Collaboration
Building a Team
Being on the Outside
Dealing with Fear
Putting People First
CHAPTER 13 Towards a New (Information) Architecture
Designing for Change
Architecture from Within
The Problem with Mass Production
Content in the Age of Mechanical Reproduction
Keeping the Aura Intact
Content for Humans
The Road Ahead
Index
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
Footnotes
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 9
Chapter 10
Chapter 11
Chapter 12
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