CONTENTS

How to Use This Book

Frequently Asked Questions

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

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

Considerations and Compromises

CMS Capabilities and Trade-offs

Authors and Workflows

Turning Models into Ecosystems

CHAPTER 5
Designing Content Systems

What Are Rules?

Why Rules Matter

A Framework for Rule-Making

CHAPTER 6
Understanding Markup

Markup Matters

Many Meanings, Many Markups

What’s Your CMS Got to Do with It?

The Semantics of...“Semantic”

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

Why API?

API Approaches

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

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

What You Can Do

Letting Go

PART IV: ENDURING CONTENT

CHAPTER 12
Content and Change

Why You? Why Now?

Rethinking Content, Revealing Fracture

Making Change Stick

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