By Sara Wachter-Boettcher

Care approximately content material? larger reproduction isn't really adequate. As units and channels multiply--and as clients count on to simply relate, percentage, and shift information--we desire content material which can move extra areas, extra simply. This publication can assist you cease developing fastened, single-purpose content material and begin making it extra future-ready, versatile, and reusable.

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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 30 31 36 39 42 42 43 46 47 T he challenge of making content more flexible begins with its name: content. Vague and expansive, the term alone does little to explain itself—and makes it easy to assume that any one piece of it is the same as another.

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 30 31 36 39 42 42 43 46 47 T he challenge of making content more flexible begins with its name: content. Vague and expansive, the term alone does little to explain itself—and makes it easy to assume that any one piece of it is the same as another.

After all, at NPR, content is the product, and every member of the organization understands its importance, including techy types like Zach Brand. With a large content-producing staff and plenty of editors, setting an editorial vision and publishing workflow isn’t new there. Plus, NPR has been sharing content with member stations since the 1970s, so while its delivery method may have shifted from satellite to API, it’s been packaging stories for broader consumption for four decades. Progress, Not Perfection Not a major media outlet whose product is content?

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