Intro talk to kick off the Adaptive Content Show & Tell at #AustinContent.

1. Adaptive Content
Show & Tell
#AustinContent

2. First:
A few disclaimers.

3. #1:
This shit is really hard.

4. #2:
We’re all faking it.

5. #3:
Isn’t that awesome?

6. Okay, so what is
“adaptive” content?

7. Okay, so what is
“responsive” content?

8. Okay, so what is
“future-friendly” content?

9. Well-structured content is now an essential part of
art direction. Consider how it can flow into a variety
of containers by being mindful of their constraints
and capabilities…
Highly capable smart devices, simple constrained
devices, interoperable devices and (a whole lot)
more are part of our future. Structure and store your
content accordingly.

10. Blobs vs. Chunks

11. “We are in a war between
giant, unstructured blobs
of content, and clean,
well-structured fields of
content that have
metadata attached. We
are in a war of Blobs
versus Chunks.
You all are on Team
Chunk. We cannot let
the blobs win.”
Karen McGrane
“Adapting Ourselves to Adaptive Content”

12. Sarah Wachter-Boettcher!
“Getting Unstuck: Content Strategy for the Future

15. It isn’t just about mobile.

16. Mobile exposes the
underlying issues.

17. But it also helps us realize
new possibilities.

18. Example:
A tale of two tacos

19. TacoDeli.com

20. TacoDeli.com

23. TorchysTacos.com

24. TorchysTacos.com

26. You can’t do this without
structured content.

27. THIS:

28. IS BUILT WITH THIS:
Taco name: Fried Avocado
Description: Hand-battered fresh avocados fried and
served with vegetarian refried beans, topped with pico,
lettuce & cheese. Served with POBLANO SAUCE on a
corn tortilla.
Vegetarian (Y/N): Yes
Tortilla: Corn, Flour, In a bowl
Sauces: Diablo, Chipotle, Poblano, Avocado, Tomatillo,
Roja, No Sauce
Options: No cheese, No pico, Not fried, No beans, No
lettuce
Upgrades…etc. etc. etc.

29. But wait, there’s more!

30. Remember how I said it
also “helps you realize new
possibilities”?

31. WhatisMAVN.com

32. WhatisMAVN.com

33. WhatisMAVN.com

34. But I’m not a restaurant, my
content doesn’t break
down to tortillas and
sauces. What can I do?

35. Find your chunks.

36. “The challenge is figuring
out how to decompose a
site full of inflexible HTML
blobs into discrete, bite-
sized fields.”
- Jeff Eaton
"Deblobbing your chunks: Building a flexible content model”
Lullabot.com

38. SOURCES
Ge#ng
unstuck:
Content
strategy
for
the
future
Sara
Wachter-­‐Boe-cher
h-p://www.slideshare.net/Saraboe-cher/ge:ng-­‐unstuck-­‐
content-­‐strategy-­‐for-­‐the-­‐future
Future-­‐Ready
Content
Sara
Wachter-­‐Boe-cher
h-p://alistapart.com/ar@cle/future-­‐ready-­‐content
Adapting Ourselves to Adaptive Content
Karen McGrane
http://karenmcgrane.com/2012/09/04/adapting-
ourselves-to-adaptive-content-video-slides-and-
transcript-oh-my/

39. SOURCES
Deblobbing
your
chunks:
Building
a
flexible
content
model
Jeff
Eaton
h-p://www.lullabot.com/blog/ar@cles/deblobbing-­‐your-­‐
chunks-­‐building-­‐flexible-­‐content-­‐model
Future
Friendly
Thinking
Futurefriend.ly
h-p://futurefriend.ly/thinking.html
Share
your
thoughts
on
the
Aus@n
Content
Community
page:
h-ps://plus.google.com/u/0/communi@es/
100249412284210736273