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Closing the Gap on the
Adaptive Content Challenge
Don Day
Contelligence Group
@donrday
donrday@contelligencegroup.com 1
Agenda
• Obligatory overview of Adaptive Content
• Crux: How do I do Adaptive Content?
• Roles of Technologies and Materia...
Why so much emphasis on
“Adaptive Content?”
3
Content should be discoverable!
4
Content should be reusable!
Photo credit: andreasmarx / Foter.com / CC BY-NC-ND
5
Content should be timeless!
Server and browser, ca. 1500
6
Content should be delivery-agnostic!
7
Spectrum of Adaptation
• Factors affecting what gets selected:
• Technical, cultural, religious, personal preferences
• Le...
Workflows Facilitation
for Adaptable Content
• Enabling Content to be authored and handled adaptively
• Semantic associati...
One small problem: How?
• World Wide Web Consortium (W3C) defines an Open Web
Platform
• But Open can also mean “anything ...
Investing Content with Value
• Pre-Web era:
• Content with long life cycle (product information)
• Ephemeral content (news...
What’s wrong with my content?
• Blobs vs Chunks: Definitions
• Blobs = Amorphous entities of text, usually presentational
...
Presentation ≠ semantics!
13
Doesn’t RWD solve all this?
• RWD = Responsive Web Design
• A fluid grid, media queries, and image optimization
• Example:...
RWD: Without the right content, it
can’t deliver a great experience.
http://en.wikipedia.org/wiki/File:Alice_05a-1116x1492...
Role of Adaptive Technologies
• Adaptive Design: Adds logic to Responsive Web Design
• Helps with intelligent resource usa...
Ya Need a Technology!
• Mark Boulton noted 3 common parts of responsive designs:
• sensors — things that sense the environ...
Ya Need Materials!
• Both technologies need to operate on content
• Not blobs; poor in meaning and scope (for computers, a...
What is Adaptive Content?
AnnRockley:
• “Adaptive content is
• format-free,
• device-independent,
• scalable, and
• filter...
What is Adaptive Content?
KarenMcGrane:
20
Who needs it?
• What can you do without intelligent content?
• Everything on the Web today
• (including siloed investments...
Design a Content Factory by
Reverse Engineering
• Decomposing a real world example for insight into Content
Engineering
22
What is content?
• A can of soup
• The soup itself
• A container for the soup
• A picture of soup
• A genre of soup
• A ti...
But wait, there’s more!
• Description of the
content
• Related content
• How to prepare
• List of ingredients
• Contact in...
Included if you buy now!
• Nutritional info
• Feedback “form”
25
Child structures
• Content can be like a
Matryoshka doll:
• Proper subsets
• New combinations
• New contexts
26
Structure: Generic vs Semantic
Generic, bloggy, salesy
• Headline
• Lead
• Description
• Keywords
• Main image
• Body copy...
And speaking of semantic
content:
Recipe from http://www.happy-monkey.net/recipes/
28
Intelligent Content, server side:
29
Lessons from the Analysis:
• Web sites and the documents in them can be richly
structured, independent objects
• Objects w...
Tools vs Content in our books:
31
Engineering the Renderers
32
Engineering the Content
33
Bbb… but! How do I create it?
• Ann Rockley: Stop handcrafting your content. Engineer it.
• Faux architecture approaches:
...
Some authoring examples:
35
Under the hood… NPR
36
Under the hood… Web Platform Docs
37
In “view form” mode
38
Under the hood… microdata
39
Under the hood… expeDITA
40
GatherContent Editor Panel
41
Under the hood… WordPress+
42
Oh, the places you’ll go!
• Adaptive, Intelligent Content:
• Is future-proofed for uses and devices yet to be invented
• I...
Anticipation!
• Adaptive Content with WordPress:
• http://www.cmsmyth.com/2013/05/rom-blobs-to-chunks-
structured-content-...
And they laughed when I said I
wanted to be a Content
Engineer…
• Congratulations!
We are done!
45
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Closing the Gap on the Adaptive Content Challenge with Don Day

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How can the Content Strategy community rise to the goal of creating intelligent, adaptable content for an engaging Web site experience for visitors? Through Content Engineering and Content Architectures! Learn about how information architectures and the right content models and retrieval tools can improve the experience of visitors to your site. You've heard the talk; here is where you can learn about the walk!

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Published in: Technology
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Closing the Gap on the Adaptive Content Challenge with Don Day

  1. 1. Closing the Gap on the Adaptive Content Challenge Don Day Contelligence Group @donrday donrday@contelligencegroup.com 1
  2. 2. Agenda • Obligatory overview of Adaptive Content • Crux: How do I do Adaptive Content? • Roles of Technologies and Materials in Engineering • Case Study: Analysis of a common object • Take aways 2
  3. 3. Why so much emphasis on “Adaptive Content?” 3
  4. 4. Content should be discoverable! 4
  5. 5. Content should be reusable! Photo credit: andreasmarx / Foter.com / CC BY-NC-ND 5
  6. 6. Content should be timeless! Server and browser, ca. 1500 6
  7. 7. Content should be delivery-agnostic! 7
  8. 8. Spectrum of Adaptation • Factors affecting what gets selected: • Technical, cultural, religious, personal preferences • Length of content vs time to consume it • Reading level and familiar terminology • Basis for access: news, curiosity, solution-finding • Factors affecting importance/priority: • Breaking news • Urgency of task • Bandwidth of stream • Etc.. 8
  9. 9. Workflows Facilitation for Adaptable Content • Enabling Content to be authored and handled adaptively • Semantic associations • Scope of selection • Methods of enablement • Implementing the behaviors • Rules and rule engines • Flags (highlighting) • Filters (including/excluding) • Binding enabled content to those and other smart implementations (content agility) • Server side vs client side 9
  10. 10. One small problem: How? • World Wide Web Consortium (W3C) defines an Open Web Platform • But Open can also mean “anything goes.” • W3C does not define concrete information types or specific processing implementations • As a result, there is no common toolkit for Adaptive Content. • Many silos, no interoperability other than: • Vendors • Consortiums • Communities of interest 10
  11. 11. Investing Content with Value • Pre-Web era: • Content with long life cycle (product information) • Ephemeral content (news, consumer publications, marketing) • Sometimes the same publisher; push for standards and common process; commonality of content and effort • Web era: • Content with long life cycle • Ephemeral content (did we expect those cases to change?) • Not often the same publisher; isolation of standards and processes; duplication of content and effort • Post-SEO era: • Trending back around: Long form / long life content, multiple deliverables, trimming redundancy, lowering cost of ownership 11
  12. 12. What’s wrong with my content? • Blobs vs Chunks: Definitions • Blobs = Amorphous entities of text, usually presentational • Chunks = Named, scoped, modular units of information that can be manipulated; Structured content • Blobs are merely human consumable; “chunks” are computationally consumable. • Web CMS often the culprit for creating the Lowest Common Denominator of blob-like content: • title and body with highlighting • For example… We don’t need no stinking chunks! 12
  13. 13. Presentation ≠ semantics! 13
  14. 14. Doesn’t RWD solve all this? • RWD = Responsive Web Design • A fluid grid, media queries, and image optimization • Example: http://crushlovely.com/, http://www.starbucks.com/ • It really, really does put more stuff into more places. • That said, • Crap on a page now can be turned into crap everywhere. • RWD by itself has a lot in common with a drug delivery device! 14
  15. 15. RWD: Without the right content, it can’t deliver a great experience. http://en.wikipedia.org/wiki/File:Alice_05a-1116x1492.jpg#filelinks 15
  16. 16. Role of Adaptive Technologies • Adaptive Design: Adds logic to Responsive Web Design • Helps with intelligent resource usage (fonts, images, scope) • Generally is not aware of content and context • A robot in a museum can’t answer questions about the exhibits! • Adaptive Content: Fills the divs on a page more intelligently • Supports negotiation about its role and suitability • For devices • For subject matter • For users (personalization) • How? Structure and semantics 16
  17. 17. Ya Need a Technology! • Mark Boulton noted 3 common parts of responsive designs: • sensors — things that sense the environment • systems — tell actuators what to do with sensor information • actuators — things that actually do stuff • Responsive Web Design: Enables services in a browser to interact with the presentation of content (CSS can move or hide content) • Adaptive Design: Moves the content interaction to the server (e.g., can elide content delivered to the device) 17
  18. 18. Ya Need Materials! • Both technologies need to operate on content • Not blobs; poor in meaning and scope (for computers, at least) • Chunks are okay for Responsive stylesheets, barely adequate for Adaptive logic in servers. • Adaptive Content (aka Intelligent Content): Content with Scope, Meaning, and Value (semantically structured for reuse) 18
  19. 19. What is Adaptive Content? AnnRockley: • “Adaptive content is • format-free, • device-independent, • scalable, and • filterable • content that is transformable for display • in different environments and • on different devices • in an automated or dynamic fashion.” 19
  20. 20. What is Adaptive Content? KarenMcGrane: 20
  21. 21. Who needs it? • What can you do without intelligent content? • Everything on the Web today • (including siloed investments, content and tools that can’t be leveraged widely) • What can’t you do without intelligent content? • Reuse content in place • Adapt it to business requirements and audiences that don’t exist today • Ask specific queries, get back suitably scoped results • Republish more easily into future formats • And more! 21
  22. 22. Design a Content Factory by Reverse Engineering • Decomposing a real world example for insight into Content Engineering 22
  23. 23. What is content? • A can of soup • The soup itself • A container for the soup • A picture of soup • A genre of soup • A title • A brand • A logo • A tagline • … 23
  24. 24. But wait, there’s more! • Description of the content • Related content • How to prepare • List of ingredients • Contact info • Terms and conditions • Identity 24
  25. 25. Included if you buy now! • Nutritional info • Feedback “form” 25
  26. 26. Child structures • Content can be like a Matryoshka doll: • Proper subsets • New combinations • New contexts 26
  27. 27. Structure: Generic vs Semantic Generic, bloggy, salesy • Headline • Lead • Description • Keywords • Main image • Body copy • Call to Action Semantic API reference <api xmlns="http://www.ioexception.de/rest-api-doc" xmlns:xsi="http://www.w3.org/2001/ XMLSchema-instance" xsi:schemaLocation="http://www.ioexception.de/rest-api-doc ../xsd/rest-api-doc.xsd "> <name>Foo Bar Example API</name> <version>v2</version> <author>John Doe</author> <description>The following document describe the RESTful API of the example service foo bar. </description> <baseuri>http://myapipath/v2</baseuri> <authentication> <type>Basic Authentication</type> <type>OAuth</type> </authentication> <resources> <resource> <name>User</name> <description>This resource represents a user. </description> <path>/user/<param description="user ID">user-id</param></path> <operation> <name>Create a new user account</name> <description>Creates a new user account, if user registration is enabled.</description> <path omitResourcePath="true">/users</path> <formats><format>application/json</format></formats> <request> <method>POST</method> <authentication mandatory="false" /> • https://github.com/berb/rest-doc-template/blob/master/example/example.xml Note: One size does not fit all content types! 27
  28. 28. And speaking of semantic content: Recipe from http://www.happy-monkey.net/recipes/ 28
  29. 29. Intelligent Content, server side: 29
  30. 30. Lessons from the Analysis: • Web sites and the documents in them can be richly structured, independent objects • Objects within documents can be related to RWD regions • Richly described content can be republished in multiple forms • Voila, Adaptive Content! 30
  31. 31. Tools vs Content in our books: 31
  32. 32. Engineering the Renderers 32
  33. 33. Engineering the Content 33
  34. 34. Bbb… but! How do I create it? • Ann Rockley: Stop handcrafting your content. Engineer it. • Faux architecture approaches: • “Content Choreography” is a RWD term for automated layout (long solved for magazines/newspapers); doesn’t fix content • “Mobile First” is a method of approximating a content architecture; does not capture a repeatable discipline (yet) • A Content First approach: • “Content Analysis” or “Information Architecture:” • discovering how parts of content relate to each other • “Data modeling:” • express those semantic containers in a repeatable way (ie, guidelines, schemas or business rules) • “Content Engineering:” • build systems that use sensors (parameters, functions, user input) and actuators (logic) to produce new content interactions (not just renditions). 34
  35. 35. Some authoring examples: 35
  36. 36. Under the hood… NPR 36
  37. 37. Under the hood… Web Platform Docs 37
  38. 38. In “view form” mode 38
  39. 39. Under the hood… microdata 39
  40. 40. Under the hood… expeDITA 40
  41. 41. GatherContent Editor Panel 41
  42. 42. Under the hood… WordPress+ 42
  43. 43. Oh, the places you’ll go! • Adaptive, Intelligent Content: • Is future-proofed for uses and devices yet to be invented • Is A business asset, not a storage liability • Is An archive for business knowledge and culture • Broadens the definition of Personalization • Adds scope and handles for use in Adaptive Designs 43
  44. 44. Anticipation! • Adaptive Content with WordPress: • http://www.cmsmyth.com/2013/05/rom-blobs-to-chunks- structured-content-in-wordpress/ • http://www.webdesignerdepot.com/2013/04/adaptive-content- with-wordpress/ • http://wordpress.org/plugins/easy-content-templates/screenshots/ • http://simple-fields.com/ • http://wordpress.org/plugins/advanced-custom-fields/ • And with Drupal: • https://groups.drupal.org/node/51023 • Your tax dollars at work: • http://www.howto.gov/web-content/technology/content- management-systems/how-to-create-open-structured-content • All around good stuff: • http://meetcontent.com/blog/structured-content-an-overview/ 44
  45. 45. And they laughed when I said I wanted to be a Content Engineer… • Congratulations! We are done! 45

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