Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Unlock Your Content's Full Potential - Creating Future-Proof Intelligent Content

6,963 views

Published on

Presentation at HartmanEVENT 2105 - Utrecht, 2015.

Market demands and recent habits in content consumption are forcing us to create much more tailored content experiences - responding to the device, context and the personal needs of our audience. This talk will discuss how structured content and semantic technologies enable us to create a more relevant and compelling content experience and how semantic publishing can unlock our content's full potential across the value chain. Let's discuss how to future-proof your content strategy and content creation process in order to craft intelligent content that brings value to you, the creator as well as to your audience. Learn the core principles of how to create structurally rich content that is adaptive and semantically aware 'intelligent content' that is meaningful to both users and machines. Discover how semantic technologies allow you to create a highly valuable, tailored and responsive content experience, enabling new ways of interaction and content consumption.

Published in: Internet

Unlock Your Content's Full Potential - Creating Future-Proof Intelligent Content

  1. 1. Creating future-proof intelligent content Unlock Your Content's Full Potential Theresa Grotendorst @2welten HARTMANEVENT 2015 Utrecht
  2. 2. Changing markets… user technology Devices, Platforms, ChannelsHabits in content consumption
  3. 3. RESPONDING TO THE DEVICE, CONTEXT AND THE PERSONAL NEEDS OF THE AUDIENCE. BASED ON… - DEMOGRAPHICS - INTERESTS - ACTIVITIES - NETWORK - CONTEXTUAL 
 INFORMATION - … A much more tailored content experiences needed data-driven & audience-based personalization
  4. 4. What users want … Easily accessible, available anytime anywhere Always up-to-date and interactive Highly relevant, personalized based on context of situation Implication for content Omnichannel, multi-screen publishing Automatically updated, dynamically published User context & pattern analysis, content optimization / adaptation
  5. 5. Smart Home Smart Devices Augmented Reality Wearables Virtual Reality What Web Browser?
  6. 6. ? The audience we are most likely to forget….
  7. 7. Machines The audience we are most likely to forget…. Why are we’re still primarily designing content for human consumption only?
  8. 8. Content that can easily processed Content that is formt diagnostic + adaptive to technology, platform, device What machines want … Content that can be interpreted Implication for content Rich metadata, highly structured, granular at the appropriate level Responsive content that is dynamically published, not only responsive design Semantic enhancement / encoding the meaning of the content in a form that can be interpreted by machines
  9. 9. Limited screens & devices Content is only interpretable by humans Standardized content experience Not scalable, linear content production Content is limited to a specific purpose The Future is NOW Past Future Unlimited screens & devices Content is interpreted and processed by machines Personalized and tailored content experience Dynamically content publishing on-demand Content adapts to context automatically
  10. 10. Challenges we face… Content is static 
 = limited to one specific purpose, technology or device Content is unstructured 
 = reuse and dynamic publishing is almost impossible Content is not semantically described = interpretable by humans, not machines
  11. 11. HOW TO PRODUCE HIGH-VALUE CONTENT WITHOUT RUNNING OUT OF BUDGET, RESOURCES AND TIME? Preparing content for an ever-changing world… You can often end up looking silly trying to forecast the future. This exercise is not about predicting the next decade, but preparing for it. 
 - BBC News Report
  12. 12. © mpfphotography - fotolia.com Nice to have, but no solution. How about responsive content? Responsive design by itself is not enough! Different devices mean different requirements for content Behavior & information need differs depending on device
  13. 13. R.I.P. WYSIWYG From WYSIWIG to YGNKWYG
  14. 14. We don’t need MORE content
  15. 15. = structurally & semantically rich Photo credit: picjumbo.com -> adaptive & dynamically published We need BETTER content instead Smart / Intelligent Content
  16. 16. Unstructured
 Content Consumed by Humans, Displayed by Machines Semantic 
 meaning Highly automated Flat text Logical structure Manual Partially High value, Multipurpose Content Medium value, Repurposed Content Lower value, Specific Use Content Intelligent
 Content Consumed by Humans, Displayed, Organized,
 & Interpreted 
 by Machines Future-ready!Structured Content Consumed by Humans, Displayed & Organized
 by Machines From unstructured, static content to intelligent content scalability of process Richness of markup
  17. 17. 1. Metadata 2. Structure 3. Semantics Defining and describing your content Preparing for dynamic publishing Breaking content up into reusable, modular components Making your content interpretable by machines From static content to intelligent content
  18. 18. 1. Metadata 2. Structure 3. Semantics Defining and describing your content Preparing for dynamic publishing Breaking content up into reusable, modular components Making your content interpretable by machines From static content to intelligent content
  19. 19. ADDING MEANINGFUL CONTEXT TO TELL OTHER SYSTEMS WHAT TO DO WITH YOUR CONTENT #usage #trust #versioning #value #emotion #entitlements what is it? who is it for? when should it be shown? in which context is it relevant? Metadata - Label your content!
  20. 20. 1. Metadata 2. Structure 3. Semantics Defining and describing your content Preparing for dynamic publishing Breaking content up into reusable, modular components Making your content interpretable by machines From static content to intelligent content
  21. 21. „one size fits all“ vs. personalized/tailored content Photo credit: gratisography.com Dynamic publishing happens on-the-fly
  22. 22. Structure allows modularization Structure sets content free Dynamic publishing requires structure
  23. 23. E.g. Information for a new visitor E.g. Information for an experienced visitor Information product A Information product B Pool of modular content Different content to suit different users' needs
  24. 24. News article <headline> <body> <lead> <image> <conclusion> <facebook excerpt> <comments> <summary> <background information> <interview> <quote> <author’s biography> <image> <image> < … > Building structured content models
  25. 25. Headline Byline ImageImage Lead Body Infographic Interview Quote Background Information Conclusion Author’s biography Facts Comments Content pool Topic X Quote Image Image Image Premium Premium Premium Premium Premium Premium News article Building structured content models
  26. 26. Free Users’s Content Premium User’s Content v.s. Structured content to suit different users' needs News article Building structured content models
  27. 27. 1. Metadata 2. Structure 3. Semantics Defining and describing your content Preparing for dynamic publishing Breaking content up into reusable, modular components Making your content interpretable by machines From static content to intelligent content
  28. 28. People understand… Machines don’t. „Dynamic responsiveness can only be realized when the surrounding infrastructure of the content can ‘understand’ the situational context.“ Why Semantics?
  29. 29. A piece of information is really only defined by what it's related to, and how it's related. There really is little else to meaning. The structure is everything. 
 - Tim Berners-Lee Photo credit: gratisography.com What is meaning?
  30. 30. http://wikipedia.org/Spain http://wikipedia.org/Madrid hyperlink has capital city RDF - Resource Description Framework Data format for Linked Data Linked Data
  31. 31. It’s no new world Semantics are already in place…
  32. 32. It’s no new world Semantics are already in place…
  33. 33. „If we can recognize someone is looking for a car, we can say oh well, we have these pages that are marked up with structured data for a car, so probably they are pretty useful in that regard. We don’t have to guess if this page is about a car.“ 
 - Google Google don’t want to GUESS what your content is about
  34. 34. "People can't share knowledge if they don't speak a common language." Machines neither. Ontologies
  35. 35. http://wikipedia.org/Spain http://wikipedia.org/ Madrid has capital city Country City Ontologies Machines neither. "People can't share knowledge if they don't speak a common language."
  36. 36. http://www.bbc.co.uk/ontologies/storyline Example: BBC News Storyline Ontology
  37. 37. 32 teams, 8 groups, 736 players = 776+ pages Example: BBC Football Cup 2010
  38. 38. Example: BBC Football Cup 2010
  39. 39. Unstructured
 Content Consumed by Humans, Displayed by Machines Semantic 
 meaning Highly automated Flat text Logical structure Manual Partially High value, Multipurpose Content Medium value, Repurposed Content Lower value, Specific Use Content Intelligent
 Content Consumed by Humans, Displayed, Organized,
 & Interpreted 
 by Machines Future-ready!Structured Content Consumed by Humans, Displayed & Organized
 by Machines From unstructured, static content to intelligent content scalability of process Richness of markup
  40. 40. Content Acquisition Content Editing Content Distribution Content Consumption Content pooling, storage and integration of internal & external content sources Content enrichment, semantic analysis, adaptation and linking of content Provision of machine-readable / semantic interoperable content and metadata Improved findability & contextualisation of content, dynamic publishing Benefits across the Content Value Chain
  41. 41. 2. Mark up your content Rich Snippets schema.org Google Structured Data Markup Helper + Testing Tool Where to start….?
  42. 42. and many more… Semantic CMS Semantic Plugins/Extensions for popular CMS Other Semantic Tools & Frameworks Semantic Solutions & Tools
  43. 43. BACKUP Theresa Grotendorst Twitter: @2welten Theresa.Grotendorst@gmx.de If you love your content set it free!

×