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LavaCon 2017 - Evolving the New Content Order

We are at a critical moment in history, with knowledge bursting at the seams of our organizations. Many of us still struggle to manage numerous modes of omnichannel content engagement: published, interactive, and automated. The solution requires vision to move towards a new order of content intelligence encompassing our organization’s entire knowledge graph. It requires spanning silos, especially between marcomm and techcomm. Join Cruce Saunders as he explores the new content stack, and how to future proof content assets to meet the demands of ever-evolving customer experiences.

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LavaCon 2017 - Evolving the New Content Order

  1. 1. @mrcrucesimplea.com
  2. 2. @mrcrucesimplea.com Cruce Saunders Founder, Principal, Content Engineer at [A] - simplea.com Hi, I’m Cruce. I am a content engineer. I love intelligent content.
  3. 3. @mrcrucesimplea.com Client profile Client segments 5+ content types 2+ authoring environment 2+ channels of publishing [A] MAKES SMART ORGANIZATIONS EVEN SMARTER Federal and state governments Association and nonprofit Healthcare Financial services Publishing and Education Large enterprises - Content Intelligence - Omnichannel Publishing - CMS & CEM Integration - Artificial Intelligence - Chatbots & Conversational UI - Personalization - Marketing Automation - Content Measure & Value - Change Management - Consulting & Training Focus TAXONOMY METADATA MICRODATA MODEL SCHEMA TOPOLOGY Engineering Content Intelligence simplea.com info@simplea.com 512-646-2100
  4. 4. @mrcrucesimplea.com
  5. 5. @mrcrucesimplea.com Content Matters Content is everything that a company is, knows, and does. This is valuable. It is what we grow from.
  6. 6. @mrcrucesimplea.com Content Has Value This content had cost to create, and much of it still has value to us, our customers, our employees, and our partners. A one-time cost of creation Multiple channels of distribution Increasing ROI Decreasing effective cost during lifespan
  7. 7. @mrcrucesimplea.com Channels are evolving fast. Customer experience channels are expanding at an increasing rate
  8. 8. @mrcrucesimplea.com New Amazon Devices - September 2017
  9. 9. @mrcrucesimplea.com New Google Devices - October 2017
  10. 10. @mrcrucesimplea.com ...and most of them are voice interfaces More than a dozen new devices from Google and Amazon within the last two months...
  11. 11. @mrcrucesimplea.com Low effort experiences win customers. Source: Alex van Dijk presents Reducing Customer Effort, Consortium for Service Innovation
  12. 12. @mrcrucesimplea.com According to Gartner, chatbots will power 85 percent of all customer service interactions by the year 2020.
  13. 13. @mrcrucesimplea.com Soul Machines assistant avatar, Nadia, voiced by Cate Blanchett Mastercard FB Messenger Chatbot Amazon Echo with Alexa Voice-Driven Assistant
  14. 14. @mrcrucesimplea.com
  15. 15. @mrcrucesimplea.com The really old content stack
  16. 16. @mrcrucesimplea.com Then the web came along... It was pretty easy.
  17. 17. @mrcrucesimplea.com But the landscape has quickly evolved...
  18. 18. @mrcrucesimplea.com Published Mode
  19. 19. @mrcrucesimplea.com Interactive Mode
  20. 20. @mrcrucesimplea.com Automated Mode
  21. 21. @mrcrucesimplea.com The new content stack
  22. 22. @mrcrucesimplea.com The three Modes of content
  23. 23. @mrcrucesimplea.com Content is evolving, fast.
  24. 24. @mrcrucesimplea.com Molecular Dynamic Spontaneous Profiled Ubiquitous Information 4.0 Offered
  25. 25. @mrcrucesimplea.com CHATBOTS AI CONSUMERS PDF INDESIGN EBOOKS CONTACT CENTER EMBEDDED HELP PRINT MOBILE KNOWLEDGE MANAGEMENT LMS SEARCH SYNDICATION EMAIL CRM MARKETING AUTOMATION WEB MICROSITES SUBSITES LANDING PAGES PORTALS GOOGLE RICH SNIPPETS FACEBOOK OPENGRAPH More destinations for assets
  26. 26. @mrcrucesimplea.com
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  30. 30. @mrcrucesimplea.com
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  33. 33. @mrcrucesimplea.com @mrcrucesimplea.com
  34. 34. @mrcrucesimplea.com E PLURIBUS UNUM
  35. 35. @mrcrucesimplea.com Before a content intelligence system (status quo)
  36. 36. @mrcrucesimplea.com Content Problems For many companies, content is unstructured and siloed at best, and completely inaccessible at worst.
  37. 37. @mrcrucesimplea.com
  38. 38. @mrcrucesimplea.com Grow content intelligence using a Lean mindset
  39. 39. @mrcrucesimplea.com How does the content model flex to accommodate all the targeting and reuse cases? How can we minimize content copy and paste but maximize distribution and reuse? How does content transit from CMS to our mobile app, chatbot, and other channels? How do we tie related content together with taxonomy and metadata? How do we structure content for search impact and discoverability?
  40. 40. @mrcrucesimplea.com Our content must know more than what it looks like. It must know what it is and why it matters.
  41. 41. @mrcrucesimplea.com REDUCE ● Latency ● Redundancy ● Friction Increase Content Throughput INCREASE ● Connections ● Consistency ● Coherence
  42. 42. @mrcrucesimplea.com After a content intelligence system (a new order)
  43. 43. @mrcrucesimplea.com Content intelligence improves throughput
  44. 44. @mrcrucesimplea.com All content ROI emerges from motion: content that flows between producers, humans, or robots. Content in motion is content that matters
  45. 45. @mrcrucesimplea.com
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  50. 50. @mrcrucesimplea.com Content modeling opens the door to using content in multiple modes.
  51. 51. @mrcrucesimplea.com Build the master content model first. The authoring schemas follow the master.
  52. 52. @mrcrucesimplea.com Benefits of master content model ● Becomes a rallying point ● Produces efficiency gains ● Creates market leadership, flexibility, and agility ● Improves quality everywhere
  53. 53. @mrcrucesimplea.com
  54. 54. @mrcrucesimplea.com What is a Master Content Model? What does it look like & why is it important? A single model that defines how all content assets will be structured throughout the complete content lifecycle
  55. 55. @mrcrucesimplea.com What is a Master Content Model? What does it look like & why is it important? A content model is focused on structure. It accommodates semantics and facilitates the creation, exchange and utilization of semantic value.
  56. 56. @mrcrucesimplea.com The Components of the Master Content Model
  57. 57. @mrcrucesimplea.com *Other schemas may also apply, e.g. DITA maps
  58. 58. @mrcrucesimplea.com Change happens one step at a time... What matters is the next step. The next swing.
  59. 59. @mrcrucesimplea.com We cannot map a whole domain in one go... ...so, start with a part.
  60. 60. @mrcrucesimplea.com Model for one outcome... ...perhaps an integration or personalization scenario. Make that real. Show the value.
  61. 61. @mrcrucesimplea.com The hardest part of an intelligent content initiative... ...is the organizational change.
  62. 62. @mrcrucesimplea.com Single source does not mean we must have only a single authoring environment or a single content repository.
  63. 63. @mrcrucesimplea.com Single source is single model.
  64. 64. @mrcrucesimplea.com Say, “No more!” to content silos. It’s time. When we are asked to copy & paste existing content into new content repos, stop! No more content silos (Without shared schema.)
  65. 65. @mrcrucesimplea.com Unstructured Content Blobs without context or metadata
  66. 66. @mrcrucesimplea.com Intelligent content engineered with structure, schema, metadata, microdata, taxonomy Structured Content
  67. 67. @mrcrucesimplea.com The Continuum of Content INTELLIGENT STRUCTURED UNSTRUCTURED SEMISTRUCTURED
  68. 68. @mrcrucesimplea.com
  69. 69. @mrcrucesimplea.com Content is the beating heart of cognition. AI starts with content. And ends with content.
  70. 70. @mrcrucesimplea.com INPUT HIDDEN OUTPUTMachine Learning uses many nodes of content to generate smart outputs
  71. 71. @mrcrucesimplea.com
  72. 72. @mrcrucesimplea.com Ingredients for Real-time Omnichannel Personalization at Scale ● Structured content ● Taxonomy and Metadata ● User accounts ● Roles and segments ● Rules ● Session data on platform ● Session scoring
  73. 73. @mrcrucesimplea.com
  74. 74. @mrcrucesimplea.com We need to unlock the chatbot INSIDE our CMS
  75. 75. @mrcrucesimplea.com Chatbot Workflow CUSTOMER OUR APP/BOT/DEVICE CHATBOT PLATFORM OUR CONTENT INFRASTRUCTURE WEB PRESENTATION INTENTACTIONABLE DATA QUERYINPUT METHODS OUTPUT METHODS
  76. 76. @mrcrucesimplea.com
  77. 77. @mrcrucesimplea.com Content reuse needs both the Content Strategist and the Content Engineer
  78. 78. @mrcrucesimplea.com Content Strategy Content Engineering Intelligent Content Takes Teamwork
  79. 79. @mrcrucesimplea.com Now, content can flow!
  80. 80. @mrcrucesimplea.com
  81. 81. @mrcrucesimplea.com AI is the new UI We will TALK with a lot of our content. AI is becoming the new User Interface (UI). Lots of content discovery will start with mobile, voice-based, AI- mediated questions.
  82. 82. @mrcrucesimplea.com Start with a Model First mindset The evolution towards intelligent content depends on orchestrating authoring, management, and publishing with a Master Content Model. The Model exists independent of technology.
  83. 83. @mrcrucesimplea.com Cruce Saunders Founder, Author, Content Engineer [A] - simplea.com Follow: @mrcruce Visit: simplea.com Contact: c@simplea.com
  84. 84. @mrcrucesimplea.com E PLURIBUS UNUM

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