Index
SYMBOLS
# (hash mark), for markdown, 104
A
accessible information, 122
A-class data, 66
adaptive design, 138
Adaptive Web Design (Gustafson), 138
advertising, 176
location of, 142
advertising-supported revenue model, 149
AJAX include pattern, 144
Amazon.com, 157–159
Android platform, 12
APIs (application programming interfaces), 110. See also content APIs
advocating for, 117
basics, 111
public vs. private, 115–116
read vs. write, 116
reasons for adopting, 115
APIs: A Strategy Guide (Jacobson, Brail, and Woods), 111
AppendAround, 142
approvals, of content, 63
arizonaguide.com, 70
template, 71
Arizona Office of Tourism, 65, 68
content limitations, 69
Arizona State University, 146
homepage, 4
art, content modeling as, 34–35
atomizing content, 60
attributes
in data model, 61
identifying in content, 58
keyword-rich, 123–124
shared, for content hubs, 124
attribution, 182–183
attribution element, 45
authenticity, 208
author byline element, 69
authors, 45
and workflows, 63–72
B
Benjamin, Walter, “The Work of Art in the Age of Mechanical Reproduction,” 208
Berners-Lee, Tim, 102
Bing, 100
body content element, 45–46
Boston Globe, 142
Brail, Greg, APIs: A Strategy Guide, 111
British Broadcasting Corporation
BBC Food, 124–125
bulleted lists, 45
business element, 70
business rules, framework for, 76
byline element, 45
C
caption element, 46
captions, and photos, 8
cascading style sheets (CSS) for flexible content, 140
categories, 46
central content store, 155–156
designing for, 204
in organizations, 192
vision and, 195–196
character types, for content types, 54
Cisco, 11
City element, 70
classes in HTML, 99
classification system, 55
Cloud Four, 104
Cognifide, 66
collaboration, 197–198
collaborative team, 198
compensation, for digital content, 184–185
complementary content element, 46
completeness, of CMS, 64
complexity
flexibility vs., 56
of content, 63
complexity, level of, 59
conditional statements, 89
conditions, 77. See also rules
connecting data, 10–11
consistency, 64
consultants, 199
content. See also reusable content
artificial limitations, 146
contextually discoverable, 131–133
flexibility, 13
in age of mechanical reproduction, 208
intermixing, 141–142
layering, 143–145
making it work harder, 5–6
making lightweight, 147
meaning of, 210–211
related and contextual, 79–82
removing, 145–146
reused, resized, and removed, 60
separating structure from presentation, 19
separation from presentation, 59
size of, 85
updates, 5
value of, 192
content APIs, 111–114
basics, 110–111
government and education use of, 114
major media organizations’ use of, 111–112
retailers use of, 113
content architecture, 66
fitting in container, 139
from within, 205–206
content audits, 40–41
content chunks, 181
breaking pages into, 11
content curation, 134
content elements, 31. See also elements
“content first” approach, 148
content hubs, 124–125
content management system (CMS), 21–26
capabilities and trade-offs, 61–62
evaluating existing, 63
markup and, 98–99
of NPR, 23
template, 71
as art, 34–35
as ecosystems, 73
authors and workflows, 63–72
basics, 52
benefits, 30–31
considerations and compromises, 56–60
detail level in, 57
documenting, 52–56
examples, 36–39
for NPR, 88
gains and losses in, 56–57
legacy systems, 64
meaning before modeling, 31–33
content relevance, 129
content shifting
basics, 175
benefits, 178–179
options for managing, 185–186
problems from portability, 182–185
taking advantage of, 179–182
content specialists, technical teams and, 67
content store, central, 155–156
content strategy, 5, 18–19, 39–42
importance of developing, 160
Content Strategy for Mobile (McGrane), 160
Content Strategy for the Web (Halvorson), 5
and findability, 122
thinking about, 35
common, 42–43
elements for connecting, 81
priorities for search results, 129
relationships, 53
turning into elements, 43–44
contextual content, 79–82
COPE: Create Once, Publish Everywhere concept, 23–24
copyright, 184
customers
focus on, 196–197
request for information from, 196
D
Darwin Information Type Architecture (DITA), 101
prototyping, 20
data
connecting, 10–11
integration, APIs and, 111
Database Design for Mere Mortals, 58
databases, legacy, 8
data storage and retrieval, 31
date stamp element, 45
dbPedia, 127
deconstructing, 30–31
descriptive information, metadata as, 55
design for change, 204–205
desktop version of websites
for Starbucks, 86
layouts, 85
unnecessary content, 147
details, broad perspective vs., 192–193
diagram of content concept relationships, 53
digital content, compensation for, 184–185
“Digital Government: Building a 21st Century Platform to Better Serve the American People,” 164
Digital Services Innovation Center, 198
disconnected stories, 80
DITA (Darwin Information Type Architecture), 101, 155
prototyping, 20
documentation
technical, 155–156
domain-driven design, 126–127
Drupal content API module, 114
dynamically displayed content, 79
E
East Harlem, Robert F. Wagner public housing project, 207
ecosystems, content models as, 73
editorial control, for NPR, 88
education, content API use by, 114
elements
for connecting content types, 81
of data model, 61
distinctiveness of, 44
granular considerations, 57
meaning of, 89
priority in layout, 89–90
relationships, 90–91
role of, and placement, 89
turning content types into, 43–44
The Elements of Content Strategy (Kissane), 19
entities, in data model, 61
experiencing art, 34
experimentation, 186
in art, 34
F
faceted search, 129–131
fafsa.ed.gov, 165
fair use, 184
FCC.gov, 114
fear, 200
Federal Communications Commission, 114
personalized content project, 162–163
fields, content purpose in determining, 32
Filament Group, 142
filtering metadata support for options, 122
findability, 122
content structure and, 122
finding soul in, 134–135
in site search, 128–129
for search engines, 123–125
Flexbox (Flexible Box Layout Module), 140
cascading style sheets for, 140
complexity vs., 56
in grid layouts, 83
in content, 13
flu.gov, 166–168
focus, on customer, 196–197
framework for flexible content, 18
Free Application for Federal Student Aid site, 165
freeform tags, 77
Frost, Brad, 144
Future Friendly online store, 144
G
Gardner, Lyza, 104
Gibbon, Cleve, 66
Gimme Bar, 174
goals, in content strategy, 40
Godin, Seth, 193
Google, 100
on smartphone use for decisions, 145
updates to cut down on webspam, 123
Google Trends, 124
government. See U.S. government
granularity
in content types, 42
of content model, 59
grid layouts, 140
flexible, 83
Grigsby, Jason, 13
Gruber, John, 104
Guardian, 168–170
Gustafson, Aaron, Adaptive Web Design, 138
H
Halvorson, Kristina, Content Strategy for the Web, 5
hash mark (#), for markdown, 104
Hay, Stephen, 150
hierarchical sitemaps, 126
hierarchical system, 79
history of content, 63
HTML5 microdata extension, 100
HTML markup, 99–100
hubs of content, 124–125
I
ideas, letting go of outdated, 187
identifiers, in data model, 62
for Epicurious element, 91
information
accessible, 122
elements representing unit of, 44
information architecture, 20–21
of NPR, 23
interdigitation, 141–142
intermixing content, 141–142
internal search engine, 128
iPhone apps, 12
barcode scanner, 157–158
iPhone, Starbucks page display on, 85
J
Jacobson, Daniel, APIs: A Strategy Guide, 111
JavaScript, 142
JavaScript Object Notation (JSON), 101
K
key messages, in content strategy, 40
keyword-rich attributes, 123–124
keywords, research on, 124
keyword-stuffing, 123
Kindle Single, 186
Kissane, Erin, The Elements of Content Strategy, 19
KISS Metrics study, 147
Kottke, Jason, 134
L
labeling, 88
content purpose in determining, 32
layering content, 143–145
lazy loading, 147
critics of new architecture, 207
Towards an Architecture, 205
legacy content models, 64
legacy databases, 8
length requirements, for content types, 54
Letting Go of the Words: Writing Web Content that Works (Redish), 5
lightweight content, 147
Linchpin: Are You Indispensable? (Godin), 193
Linnaean taxonomy of animal kingdom, 55, 132
lists, bulleted or numbered, 45
loanconsolidation.ed.gov, 166
M
Managing Enterprise Content (Rockley), 154
manual content, 79
manual tagging, 8
many-to-many relationships, 53
Responsive Web Design, 138
markdown, 104–105
markup
approaches, 106
content management system and, 98–99
HTML, 99–100
importance of, 96
meanings and, 96–98
structural, 100–102
Marquis, Mat, 147
mash-ups
APIs and, 111
mass production, problem with, 207–208
McGrane, Karen, 21, 30, 76, 158, 160–161
Content Strategy for Mobile, 160
meaning, 141
of elements, 89
for Epicurious element, 91
markup and, 96–98
before modeling, 31–33
mechanical reproduction, content in age of, 208
freeform, 77
markup for, 96
support for sort and filter options, 122
microdata, HTML5 extension, 100
microformats, 99
‘micro’ information architectures, 21
mindset, 204
mobile content
appearance, 7
impact of shift to, 67
mobile devices
focus on, 160
getting started on content for, 161
individual variations in use, 145–146
native applications for, 146
StatCounter on internet usage, 11–12
Mobile First (Wroblewski), 12
Morville, Peter, 20
multichannel content, impact of shift to, 67
MusicBrainz, 127
my.fcc.gov, 162–163
N
National Public Radio (NPR), 22–24, 44
content API use by, 111–112
content models and rules, 88
National Student Loan Data System, 165
native applications, for mobile device users, 146
Netflix
API use by, 113
New York Public Library, 206
New York Times, 103
content API use by, 111–112
Notre Dame, 143–144
location-aware features on website, 150
nslds.ed.gov, 165
numbered lists, 45
O
one-to-many relationships, 53
one-to-one relationships, 53
orbital content, 175
organizations, change in, 192, 193
outside parties, interaction with organization, 199
OWL (Web ontology language), 101
P
pages
breaking into chunks, 11
Parks, Todd, 164
PDFs, for government documents, 166
personalized collections of content, 171
personalized content, 162–163
personalized content centers, user creation, 162
perspective, broad vs. details, 192–193
Pew Research Institute, 11
photos, and captions, 8
Pocket, 174
Popova, Maria, 134
portable content, 175. See also content shifting
problems from, 182–185
presentation of content
separating from content, 59
separating from structure, 19
press releases, 128–129
PriceCheck, 157–158
priorities, 65
for Epicurious element, 91
of content types for search results, 129
of element in layout, 89–90
private APIs
Amazon use of, 157
public vs., 115–116
process, adapting, 33
product database, API for using, 113
products
content across, 156–159
delivering, 89
public APIs, private vs., 115–116
publishers, challenges, 160
Q
quality content, 6
R
rankings, on Web search engines, 123
ratings element, for Epicurious element, 91
RDF (Resource Description Framework), 101
read APIs, write vs., 116
reading, improving the experience, 186
Read it Later, 174
recipes, content model for, 36
Redish, Ginny, Letting Go of the Words: Writing Web Content that Works, 5
related content, 79–82
relational databases, custom-built, 58
relationships
in data model, 61
for Epicurious elements, 91
of content types, 53
of elements, 90–91
rules as basis, 81
relevance of content, 129
repository, 156
reproduction rights, 184
research, on keywords, 124
Resnick, Ethan, 76
resources
in content strategy, 40
responsive and adaptive design, 138–151
responsive design, 138
adding content, 150
simplicity in, 148
Responsive Web Design (Marcotte), 138
retailers, content APIs use by, 113
central content store, 155–156
chasing perfection in, 170
making meaningful, 171
across products, 156–159
revisiting, 154–155
from U.S. government, 163–168
revenue model, advertising-supported, 149
Robert F. Wagner public housing project (East Harlem), 207
Rockley, Ann, Managing Enterprise Content, 154
role-based authoring, 66
Rosenfeld, Louis, 20
Search Analytics for Your Site: Conversations with Your Customers, 128
RSS (real simple syndication), 116
rules, 77–78
for NPR, 88
framework for making, 88–91
implementing, 92
importance of, 79–82
intrinsic nature of, 78
for responsive design, 82–87
to create systems, 77
Rusbridger, Alan, 168
S
Safari’s Reader, 174
Schema.org, 100
screen size, and priority shift, 83
Seabourne Consulting, 114
search
and content modeling, 57
faceted, 129–131
visibility in, 125
Search Analytics for Your Site: Conversations with Your Customers (Rosenfeld), 128
search engine optimization (SEO), 124, 127
tactics gaming system, 196
search engines
common language for, 100
findability for, 123–125
semantic markup, 97–98, 99–104, 140
shared attribute, for content hubs, 124
sharing content, 178
shopping, APIs for, 113
sidebar element, 46
Starbuck’s rule for, 87
simplicity, 148–150
single-sourcing, 209
site architecture, 79
site search, findability, 128–129
smartphones, 12
ownership statistics, 145
use for decisions, 145
smartphone-sized displays, 85
social platforms, 12
sorting
and content modeling, 57
metadata support for options, 122
source-order independence, 140
spreadsheets, for content types, 54
Starbucks, 83–87
desktop-sized layout, 86
rule for sidebar, 87
StatCounter, on mobile Internet usage, 11–12
static content, 79
statistics, on smartphone ownership, 145
structural markup, 100–102
separating from presentation, 19
substance and, 47
subhead element, 45
substance, structure and, 47
summary element, 45
sustainability, 195
synopsis element, 45
systems, rules to create, 77
T
tablet-sized layouts, 85
tag cloud, 77
tags, 46
freeform, 77
manual, 8
taxonomies, 55
of content types, 100
team building, 198–199
teaser copy, for Epicurious element, 91
teaser element, 45
technical communications, 19–20
technical documentation, 155–156
technical teams, content specialists and, 67
technological innovation, 209
creating new framework, 14
templates
arizonaguide.com, 71
for Starbucks, 85
users completion of, 64
theme element, 70
thinking, 204
time-shifted content, 175
title element, 45
tone, in content strategy, 40
Towards an Architecture (Le Corbusier), 205
training programs, for CMS users, 64
transcript element, 46
U
U.S. government, 193–194
change to customer service culture, 194
content API use by, 114
digital content, 164
reusable content from, 163–168
University of Notre Dame, 143–144
location-aware features on website, 150
user experience, 22
user interface copy, 43
users
focus on, 196–197
locations for acquiring content, 176–178
personalized collections of content, 171
perspective in evaluating content, 44
V
value of content, 192
video element, 46
visibility in search, 125
vision, and change, 195–196
voice, in content strategy, 40
W
Web ontology language (OWL), 101
webpage, fixed, 6
websites
search findability, 128–129
thinking beyond, 11–12
webspam, 123
Web standards, 12–13
Windowshop, 157
Woods, Dan, APIs: A Strategy Guide, 111
Wordtracker, 124
workflows, authors and, 63–72
write APIs, read vs., 116
Wroblewski, Luke, 13, 146, 147
Mobile First, 12
WYSIWYG
(what-you-see-is-what-you-get), 6
X
XML (Extensible Markup Language), 20, 101
Y
Yahoo!, 100
Z
Zeldman.com, 148
Zeldman, Jeffrey, 13, 148, 149
ZIP codes, 82