Rachel Lovinger

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    Rachel Lovinger is an Experience Director/Content Strategist at Razorfish in New York. She’s dedicated to exploring a future in which content is more effectively structured and connections more easily discovered. With over 12 years of experience in online publishing, website development and content management, Rachel has been doing content strategy since before she realised it was actually a thing.

    Rachel is a regular speaker at international conferences in the areas of content strategy, user experience, and the semantic web. She authored Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010), and more recently wrote about Content Strategy Mastery and Content Modelling for A List Apart. She co-edits Razorfish’s content strategy blog Scatter/Gather, and tweets about living in NYC and going to conferences at @rlovinger.

     

     

    About Rachel’s sessions

     

    Content Modelling for Better Managed Content

    Afternoon workshop: 13h30 – 17h00

    Rachel will present this workshop together with Cleve Gibbon.

    Any good content strategy has to align business goals, user needs, and editorial capabilities. And, under the hood, a content management system (CMS) succeeds or fails based on its ability to support all three. How often have you heard content creators say, “This CMS is awful!”?

    This may not be because the CMS is inherently bad. Often it’s just not configured properly. We can’t convey every aspect of the content with examples, writing guidelines, and annotated wireframes. Instead, we create models that are used to communicate all the types of content, the elements they’re made up of, and their relationships to each other.

    In this workshop a tech-friendly content strategist and a content-sympathetic CTO will help you learn how to create content models that will spur discussion, identify gaps, align teams, resolve issues, and ultimately sit alongside functional specifications to define how a site – and the CMS that populates it – should be built.

    What you’ll learn:

    - Why content modelling is important, and its role in content strategy.
    - How to use content models to enhance collaboration between UX practitioners, developers, and stakeholders.
    - How to read, review and create content models.

     

    Content in the Age of Promiscuous Reuse

    Single-track session

     

    Since the early days of the web, people have created content and only thought about how it was going to appear on a single page. That’s no longer an option. We need to think about all the places and devices where that content could be seen. As the web design world has embraced the topic of content strategy, the conversation quickly turned to the question “How can we make our content do more?”

    Having started out working with traditional publishers moving to the web, Rachel has seen first-hand many of the challenges involved in shifting from precise control over the printed page to the flexibility of the digital realm where content can – and should – appear in any number of unpredictable contexts.

    In this talk, Rachel will discuss how structuring your content – separately from the presentation of the page – will enable you to use it in more dynamic and flexible ways, without having to duplicate your efforts.

    What you will learn:

    - Why structured content is necessary for supporting multi-channel publishing and responsive design
    - Why structured content isn’t just a technical issue
    - How to get started structuring your content
    - How to learn more about this increasingly important aspect of the practice of content strategy