This week instead of dissecting an issue of content strategy, we’ll examine a few of the trending topics affecting the way content is developed, namely content integration and the iPad.
Content vs. Web vs. iPad
From the beginning content managers understood that there was an inherent difference between words written for the web and print. While it may have taken awhile to convince others, it’s a concept that’s widely accepted today. However, content managers are only just beginning to explore the ways that content written for the web differs from content written (and read) on mobile devices, namely the iPad.
A recent article by Doug Bolin for Scatter/Gather probed the issue as to whether content strategists “will need a fundamentally different approach to the iPad.” Written to spark debate and discussion, Bolin examined and sought to answer a few spectacular questions, like what is unique about the iPad experience? and what makes content strategy for iPad more than the sum of its content parts?
I encourage you to read the article for yourself, but in a nutshell what he found was that the iPad is still full of wonderful unknowns and until content strategists fully immerse themselves in the content experience and stop thinking of the iPad as a “delivery device for traditional content types and traditional interactions” will we be able to understand its differences.
Content Integration and WCM
Developing content for devices like the iPad is just a piece of the content puzzle, though. A Forrester report sheds lights on content integration as a part of web content management systems. In his post, “Online Engagement: An Integration Play?” Stephen Powers recounts a recent conversation with a client who wanted “to talk about things like content targeting, analytics, multivariate testing, social media, and mobile.” In Powers’ opinion, such a discussion went way beyond the traditional confines of managing content, but he admits that
The best-of-breed WCM vendors have understood this for several years, focusing a good chunk of their development efforts on the actual delivery of content, and how to engage customers, partners, and prospects in the online channel.
If integration is indeed the name of the game these days, it’s because it’s not in the best interest of most companies to just implement one solution. Not surprisingly, it will be the sum of the parts integrated that will be the differentiator. If a vendor’s components don’t work well with others, they may not play a significant role.
You can learn more about Powers’ thoughts on integration in October when he presents at the Content and Collaboration Forum. We’ll be there covering him and other presentations, so be sure to follow us on Twitter and online for updates.