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Content Types and Entity Types


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Comparison of two approaches to content structuring: Content Types (used by authors in CMSs) and Entity Types (used by SEOSs for Google).

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Content Types and Entity Types

  1. 1. Approaches to Structuring Content: Content Types v. Entity Types Michael Andrews STC Hyderabad 29 April 2017
  2. 2. About Me Digital Content & Web Metadata Strategist Website: Author: Metadata Basics for Web Content (2017, available on Amazon 2
  3. 3. Structuring Content helps with... • Editorial Planning – Content and Topics to Cover • Content Management & Delivery • UX • Analytics 3
  4. 4. Issue: 2 Distinct Approaches to Describe Content Structure Content Types (e.g., Article, Case study, Quiz) – Used by content strategists and writers – Associated with CMS perspective, DITA, content model Entity Types (e.g., Product, Person) – Used by developers and technical SEOs – Associated with metadata/ perspective, domain model ➔Both terms often refer to same things ➔Neither term alone captures full richness of need 4
  5. 5. Proposal Distinguish Content Types from Entity Types – Need different details from each 5
  6. 6. Content Type “Content types are chunks of meaningful information. A content type is used to create family of content items that share the same attributes.” – Cleve Gibbon A plan for what the audience sees. 6
  7. 7. Examples of Content Types (from Nature Neuroscience) • Article • Technical Report • A Correspondence • Book Review • Commentary Source: ml 7
  8. 8. Another example of content types part-1/ 8
  9. 9. Characteristics of Content Types • Generic structures that can applied to any content topic • Provide editorial focus • Provide building blocks or components for audience to view • Answer audience question/need – Present a complete communication 9
  10. 10. Entity Types • Structures relating to properties of Things (people, places, items, etc.) • State facts: have a data focus (rather than editorial focus) –Focus on dimensions and relationships – Expose relationships between entities • Can express granular values – Intended for data completeness – Can be hidden/de-emphasized from audience. 10
  11. 11. Example of Entity Type s/Movie 11
  12. 12. Sometimes it is easy to see difference • Content Type: Map – Value: image (png) • Entity Type: Location – Value: Address or Geo-coordinate • Content type expresses the entity What audiences see The core underlying information 12
  13. 13. Google’s perspective v. Authors’ perspective Google: All structures are entity types A web page is an entity type An article is an entity type A podcast is an entity type A review is an entity type A recipe is an entity type A festival is an entity type A product is an entity type A store is an entity type Authors: structure = content types A web page is a content type An article is a content type A podcast is a content type A review is a content type A recipe is a content type A festival is a content type A product can be a content type A store is a thing Things that have data characteristics Audience views of information with common message characteristics 13
  14. 14. Example of Event First Ever Conference! Event Name: Recycling Old Writing Cost: ₹3000 Location: Metropolitan Convention Centre Dates: 5-6 September 2017 The Event Announcement is a Content Type. Factual Data about Event is a associated with Event Entity Type. When this data is presented to audiences, it is part of the event announcement content type. Editorial elements such as Logo, Message headline, Call- to-action, and Hero Image are not part of Event Entity Type, but are part of Event Announcement Content Type Get your tickets before they are gone! 👫📛 logo message heading hero image call to action 14
  15. 15. Core Difference • Content Types are more granular about editorial details that may be included –Will include attributes that aren’t available in entity types (e.g. message architecture) • Entity Types are more granular about factual details that may be included –Will provide properties that may not be used in a content structure presented to audiences (e.g., technical and administrative characteristics of content) 15
  16. 16. Content Types Can address... Any entity (e.g. articles can talk about any entity) or Pre-defined entities (event announcements talk about events and locations) ...With Mandatory attributes (all articles must have a title) or Optional attributes (a bio may have an author) Content types can incorporate other content types Event announcement ← Speaker bio 16
  17. 17. Entity Types • Can cover many properties • Can be – Mandatory • Person requires name • Product requires name – Optional • Product may have weight • Entities can appear in many places • Can be – In different content items belonging to single Content Type – In different Content Types 17
  18. 18. Question when planning content... • Are the attributes of the content type properties of an entity? Defined by author Defined by metadata standard 18
  19. 19. Thank You! Michael Andrews @storyneedle 19
  20. 20. Examples Of Generic Content Types Appendix 20
  21. 21. What’s a Generic Content Type? • A reusable content structure • Indicates the functional purpose of the content • Can accommodate a range of entity types • Defined in varying degrees by content standards such as: – HTML – DITA – ePub 3 – – Apple News Format 21
  22. 22. Question-Based Content Types • Forms • Surveys • Questionnaires • Quizzes • Q & As, FAQs • Interviews 22
  23. 23. Image Content Types • Photo – Collection: slideshow, image gallery • Image (graphic drawing) – Interactive • Map – Interactive • Diagram – Process, flow, timelines etc. • Chart – Bar, pie, line, sankey, etc. 23
  24. 24. Media-defined • Audio – Podcast • SVG image (transformable) • Video • Animation (e.g. GIF) 24
  25. 25. Tables • Mutual comparison tables • Dimensional tables • Alternative list tables • Spectrum tables • Matrix tables Defined at “Content Structure in Tables” 25
  26. 26. Article components • Preview/About/Abstract • Summary/Key Points/Conclusion • Cross References/ Related Content • Comment 26
  27. 27. Article components • Sections • Chapters • Nav • Aside / Sidebar • Footnotes • Bibliography 27
  28. 28. Definitions • Glossary • Key Idea/Concept • About Us • Quotations 28
  29. 29. Reference Genres • Catalog Entry • Product Page • Reference (in DITA) • Encyclopedia entry 29
  30. 30. Instructional • Task (in DITA) • Next step • Reminder • Tip • Warning • Exercise • Calculator • Worksheet 30
  31. 31. Explanatory • Guidelines / Recommendations • Case Study • Comparison – Pro/Con, Before/After, Good/Bad • Process / Procedure • Concept explanation 31
  32. 32. Descriptions and Announcements • Biographic profile • Event announcement 32
  33. 33. Non-prose text • Song lyrics • Poem • Technical – Code – Math 33