How to Set Your Content Free for a Mobile, Voice, Ready-for-Anything Future

By Marcia Riefer Johnston


Do you tune out when people talk about structured content? The conversations can get stunningly abstract. Stodgy even. And the way some people talk about structured content, it can come off as a miracle cure: Lower costs! Happier audiences! Efficiency! Accuracy! Consistency! Set your content free!

Hard to picture? Sound too good to be true?

Having worked with structured content as a technical writer (creating user manuals for medical devices), I’m here to tell you this approach can deliver on its promises. Yes, you must update your processes. Yes, you must determine what kind of structure makes sense for your content and your customers. Yes, you may need a new CMS and maybe even new team members.

And yes, you may look back and declare all those changes worth making.

In her Content Marketing World talk, Structuring Content for Dynamic Storytelling, content strategist Carrie Hane details what it means to set your content free by structuring it – and why marketers should care. In this post, I share some of her insights.

Structured content: A recap

As Carrie defines it, structured content is “information that is planned, developed, and connected outside of an interface.” It’s ready to be used in any interface with any style. It enables both people and machines to manipulate and consume content.

Rather than create content in a formatted blob, as shown in this typical blog-post entry screen …


… you create content in unformatted, labeled chunks that resemble fields on a form.

Structured content is unformatted, label chunks that resemble fields on a form, says @CarrieHD.
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In Carrie’s structured example, the system recognizes the …read more

Source:: content marketing

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