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Content	strategy	strategy	for	today	and	tomorrow
23 May 2019
Craft CMS Manchester
Carrie Hane

@carriehd
DESIGNING CONNECT...
££££
!4
STRUCTURED CONTENT STACK
More Volatile
More Stable
Domain model
The Shape and Structure of Your Subject
Content model
H...
!5
DOMAIN MODEL
More Volatile
More Stable
Domain model
THE SHAPE AND STRUCTURE OF YOUR SUBJECT
!6
CONTENT MODEL
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
HOW CONTENT ...
More Volatile
More Stable
!7
CONTENT
Domain model
The shape and structure of your subject
Content model
How content is bro...
WINDOWS ON THE WORLD
!8
REPRESENTATION
More Volatile
More Stable
Domain model
The shape and structure of your subject
Cont...
!9
NAVIGATION
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
How content is ...
PEOPLE PROBLEM
!11
Model-first process
Q&A
Making it happen
Q&A
TONIGHT
Designing Connected Content Process
1
WHAT WORLD
DO YOU
OPERATE IN?
WHAT WORLD DO YOU OPERATE IN?
14
Music Public service
broadcasting
Athletes
DOMAIN MODEL FOR LIVE MUSIC
15
PERFORMER
ACT
VENUE
LOCATION
GENRELINEUP
PERFORMANCE
TOUR
SETLIST
SONG
knownAs
hostedIn
loc...
2
HOW DO YOU
FIT INTO THAT
WORLD?
!17
CONTENT MODEL FOR TICKET SELLER
PERFORMER
ACT
VENUE
LOCATION
GENRELINEUP
PERFORMANCE
TOUR
SETLIST
SONG
knownAs
hostedI...
!18
CONTENT MODEL FOR TICKET SELLER
VENUE
Venue Name

Address

City

State

Country

Phone Number

Email Address

Website
...
3
Design the
Content
RESOURCE BEFORE
REPRESENTATION
THINK WIKIPEDIA
21
Content Type =
PERFORMER
THINK WIKIPEDIA
22
Content Type =
ACT
USE THE CHUNKS TO DESIGN USEFUL CONTENT
Who is This Act?
Content Type Attribute Example Content
Lineup Lineup Name U2
Perf...
USE THE CHUNKS TO DESIGN USEFUL CONTENT
When Are Their Concerts?
Content Type Attribute Example Content
Tour Tour Name eXP...
CREATE A SYSTEM TO
MANAGE THE CONTENT
CONTENT MANAGEMENT SYSTEM
26
Content Type Description Field Label Field Type
Performer Individual who performs music First...
5
CREATE THE
REPRESENTATIONS
WINDOWS INTO THE WORLD
28
$.ajax({
type:"GET",
url:"https://app.ticketmaster.com/discovery/v2/
events/G5diZfkn0B-bh.json?a...
ATOMIC DESIGN
29 Source: http://bradfrost.com/blog/post/atomic-web-design
RESOURCE TEMPLATES
30
<html>
<head>
<title>[ActName TourName TourDates]</title>
</head>
<body>
<h1>[ActName]</h1>
<h2>[Tou...
INDEX TEMPLATES
31
<html>
<head>
<title>[Summer 2018 Tours]</title>
</head>
<body>
<h1>Summer 2018 Tours</h1>
<h2>[ActName...
Nicole Fenton

Words As Material
IT’S EASY TO PUT PIXELS
TOGETHER WHEN YOU’VE
ALREADY MADE DECISIONS.
5
MAKE
PATHWAYS
THROUGH
YOUR
CONTENT
MENUS
34
Happening Soon
Justin Timberlake

03/28/2018

See all
Brit Floyd

03/23/2018

See all
Earth, Wind & Fire

03/25/2...
CONTEXTUAL NAVIGATION
35
URLs ARE NAVIGATION TOO
36
http://www.findtickets.com/performers/bono
http://www.findtickets.com/performers/
http://www.fi...
Sort Of
PLOT TWIST
Changing Hearts & Minds
!39
YOU WANT TO…
1. Participate in the
planning of the site
2. Know what you
build is the right
thing
3. Future-proof your...
HOW TO BRIDGE THE GAP?
!41
• Be proactive
๏ Find allies
๏ Ask questions
๏ Invite yourself to
meetings
๏ Have something ready to
show
• Be the cha...
!42
• Who, what, how content will be created and maintained
• Content strategy statement
• Domain model
START WITH CONTEXT...
!43
• Create a roadmap
• Reconfigure the project plan
• Separate planning & design from build
• Model collaboration
• Have...
!44
TOOLS & TEMPLATES
www.tanzenconsulting.com/
content-strategy-tools
bit.ly/structured-
content-sheet
Content Operations...
!45
• Seek acceptable risk
• Find willing clients or stakeholders, flexible projects, and
excited team members
• Do a pilo...
QUESTIONS?
COMMENTS?
Content	strategy	for	today	and	tomorrow
THANK YOU FOR ATTENDING 

CRAFT CMS MANCHESTER
REACH ME AT:
@carriehd
www.tanzenco...
Designing Connected Content With Craft CMS
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Designing Connected Content With Craft CMS

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Content is the whole point of the digital products you create. It needs to be omni-channel, ready for AI and machine learning, and easily maintained. But many teams struggle with how to get content up front, maintain it once it’s published, and make sure it’s ready for the future. As a Craft developer, you already have the tools to support a connected content framework. Structured content creates relationships, connects to other systems, and allows for personalised customer experiences.

We’ll answer your most pressing questions about incorporating content strategy into your work, including:

- How can you contribute to the planning phase of web projects?
- How to get real content to work with during implementation?
- What does a CMS developer need to ask for?
- How do you educate clients on the benefits of doing and the consequences of not putting content first?
- How to build your team’s confidence and trust the design and content you get?
- What makes your CMS and content future-proof and maintainable?

Published in: Design
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Designing Connected Content With Craft CMS

  1. 1. Content strategy strategy for today and tomorrow 23 May 2019 Craft CMS Manchester Carrie Hane
 @carriehd DESIGNING CONNECTED CONTENT WITH CRAFT CMS
  2. 2. ££££
  3. 3. !4 STRUCTURED CONTENT STACK More Volatile More Stable Domain model The Shape and Structure of Your Subject Content model How Content Is Broken Down and Connected Content Words and Pictures Conforming to Content Types Representation Windows on the World Navigation The Pathways Through Connected Content
  4. 4. !5 DOMAIN MODEL More Volatile More Stable Domain model THE SHAPE AND STRUCTURE OF YOUR SUBJECT
  5. 5. !6 CONTENT MODEL More Volatile More Stable Domain model The shape and structure of your subject Content model HOW CONTENT IS BROKEN DOWN AND CONNECTED
  6. 6. More Volatile More Stable !7 CONTENT Domain model The shape and structure of your subject Content model How content is broken down and connected Content WORDS AND PICTURES CONFORMING TO CONTENT TYPES
  7. 7. WINDOWS ON THE WORLD !8 REPRESENTATION More Volatile More Stable Domain model The shape and structure of your subject Content model How content is broken down and connected Content Words and pictures conforming to content types Representation
  8. 8. !9 NAVIGATION More Volatile More Stable Domain model The shape and structure of your subject Content model How content is broken down and connected Content Words and pictures conforming to content types Representation Windows on the world Navigation THE PATHWAYS THROUGH CONNECTED CONTENT
  9. 9. PEOPLE PROBLEM
  10. 10. !11 Model-first process Q&A Making it happen Q&A TONIGHT
  11. 11. Designing Connected Content Process
  12. 12. 1 WHAT WORLD DO YOU OPERATE IN?
  13. 13. WHAT WORLD DO YOU OPERATE IN? 14 Music Public service broadcasting Athletes
  14. 14. DOMAIN MODEL FOR LIVE MUSIC 15 PERFORMER ACT VENUE LOCATION GENRELINEUP PERFORMANCE TOUR SETLIST SONG knownAs hostedIn locatedIn partOf performs partOf hasGenre performedIn hasSong hasGenre
  15. 15. 2 HOW DO YOU FIT INTO THAT WORLD?
  16. 16. !17 CONTENT MODEL FOR TICKET SELLER PERFORMER ACT VENUE LOCATION GENRELINEUP PERFORMANCE TOUR SETLIST SONG knownAs hostedIn locatedIn partOf performs partOf hasGenre performedIn hasSong hasGenre
  17. 17. !18 CONTENT MODEL FOR TICKET SELLER VENUE Venue Name
 Address
 City
 State
 Country
 Phone Number
 Email Address
 Website
 Age Restrictions
 Menu
 Related Venues
 History
 Proprietor
 Seating Style
 Maximum Capacity ACT Act Name
 About the Act
 Years Active PERFORMER Stage Name
 Birth Name
 Birthdate
 Birthplace
 Biography
 Instruments Played
 Years Active LINEUP Lineup Name
 Performers
 Known As
 Upcoming Performances
 Years Active PERFORMANCE Performance Name
 Date
 Time
 Venue
 Lineup
 Part of This Tour
 Genre GENRE Genre Name
 Description
 Origin TOUR Tour Name
 Tour Dates
 Legs
 Number of Performances partOf performs hasGenre hasGenre partOf hostedIn
  18. 18. 3 Design the Content
  19. 19. RESOURCE BEFORE REPRESENTATION
  20. 20. THINK WIKIPEDIA 21 Content Type = PERFORMER
  21. 21. THINK WIKIPEDIA 22 Content Type = ACT
  22. 22. USE THE CHUNKS TO DESIGN USEFUL CONTENT Who is This Act? Content Type Attribute Example Content Lineup Lineup Name U2 Performer Performer Name Bono Performer Years Active 1976-Present Content Type Attribute Example Content Genre Genre Name Rock What Kind of Music Do They Play?
  23. 23. USE THE CHUNKS TO DESIGN USEFUL CONTENT When Are Their Concerts? Content Type Attribute Example Content Tour Tour Name eXPERIENCE + iNNOCENCE Tour Tour Dates May 2, 2018 - Nov. 10, 2018 Performance Date June 17, 2018 Venue Venue Name Capital One Arena Venue City, State Washington, D.C. Content Type Attribute Example Content Tickets URL Buy Tickets How Can I Get Tickets to the Show?
  24. 24. CREATE A SYSTEM TO MANAGE THE CONTENT
  25. 25. CONTENT MANAGEMENT SYSTEM 26 Content Type Description Field Label Field Type Performer Individual who performs music First Name Plain Text Last Name Plain Text Birth Name Plain Text Birthdate Date Birthplace Plain Text Biography Rich Text Instruments Multi-select List
  26. 26. 5 CREATE THE REPRESENTATIONS
  27. 27. WINDOWS INTO THE WORLD 28 $.ajax({ type:"GET", url:"https://app.ticketmaster.com/discovery/v2/ events/G5diZfkn0B-bh.json?apikey={apikey}", async:true, dataType: "json", success: function(json) { console.log(json); // Parse the response. // Do other things. }, error: function(xhr, status, err) { // This time, we do not end up here! }
  28. 28. ATOMIC DESIGN 29 Source: http://bradfrost.com/blog/post/atomic-web-design
  29. 29. RESOURCE TEMPLATES 30 <html> <head> <title>[ActName TourName TourDates]</title> </head> <body> <h1>[ActName]</h1> <h2>[TourName]</h2> <p>[TourStartDate - TourEndDate]</p> <h3>Tour Stops</h3> <p>[PerformanceCityState], [PerformanceDate]</p> <a href="TicketURL">Get Tickets</a> </body> </html>
  30. 30. INDEX TEMPLATES 31 <html> <head> <title>[Summer 2018 Tours]</title> </head> <body> <h1>Summer 2018 Tours</h1> <h2>[ActName]</h2> <p><a href="[Tour]">[TourName]</a><br/> [TourStartDate - TourEndDate]<br/> <strong>Stops</strong><br/> [PerformanceCityState]</p> <a href="TicketURL">Get Tickets</a> </body> </html>
  31. 31. Nicole Fenton
 Words As Material IT’S EASY TO PUT PIXELS TOGETHER WHEN YOU’VE ALREADY MADE DECISIONS.
  32. 32. 5 MAKE PATHWAYS THROUGH YOUR CONTENT
  33. 33. MENUS 34 Happening Soon Justin Timberlake
 03/28/2018
 See all Brit Floyd
 03/23/2018
 See all Earth, Wind & Fire
 03/25/2018
 See all Chicago 90’s Block Party
 03/30/2018
 See all Boyz II Men
 03/23/2018
 See all Yfn Lucci
 03/29/2018
 See all Popular Shows Imagine Dragons Yeah Yeah Yeahs Jason Aldean Chicago and REO Speedwagon Post Malone Justin Timberlake DISPATCH Bad Bunny Joan Baez The Grateful Dead Shop by Category All Music Alternative Rock Cabaret Classical Comedy Country and Folk Dance/Electronic Festivals Hard Rock/Metal Jazz and Blues Latin Miscellaneous New Age and Spiritual R&B/Urbal Soul Rap and Hip-Hop Rock and Pop World Music
  34. 34. CONTEXTUAL NAVIGATION 35
  35. 35. URLs ARE NAVIGATION TOO 36 http://www.findtickets.com/performers/bono http://www.findtickets.com/performers/ http://www.findtickets.com/acts/u2 http://www.findtickets.com/acts http://www.findtickets.com/performers/:performer_name http://www.findtickets.com/acts/:act_name
  36. 36. Sort Of PLOT TWIST
  37. 37. Changing Hearts & Minds
  38. 38. !39 YOU WANT TO… 1. Participate in the planning of the site 2. Know what you build is the right thing 3. Future-proof your CMS OTHERS… 1. Are used to doing hand-offs 2. Assume you have to redesign websites every 3-5 years 3. Want the CMS to look like word
  39. 39. HOW TO BRIDGE THE GAP?
  40. 40. !41 • Be proactive ๏ Find allies ๏ Ask questions ๏ Invite yourself to meetings ๏ Have something ready to show • Be the change agent • Have a plan • Do experiments BRIDGE THE GAP
  41. 41. !42 • Who, what, how content will be created and maintained • Content strategy statement • Domain model START WITH CONTEXT <Organization> offers __________, __________ content that helps it ______________ and __________ by making _____________ feel __________, __________, and __________, convincing them to __________ and __________. adjective adjective accomplish goal accomplish goal audience adjective adjective adjective take an action take an action
  42. 42. !43 • Create a roadmap • Reconfigure the project plan • Separate planning & design from build • Model collaboration • Have templates ready to share and use SHOW, DON’T TELL
  43. 43. !44 TOOLS & TEMPLATES www.tanzenconsulting.com/ content-strategy-tools bit.ly/structured- content-sheet Content Operations Platform
  44. 44. !45 • Seek acceptable risk • Find willing clients or stakeholders, flexible projects, and excited team members • Do a pilot, small project, or internal project to test the new process • Get coaching for one or two projects EXPERIMENT I do this!
  45. 45. QUESTIONS? COMMENTS?
  46. 46. Content strategy for today and tomorrow THANK YOU FOR ATTENDING 
 CRAFT CMS MANCHESTER REACH ME AT: @carriehd www.tanzenconsulting.com Share Your Passion, Try New Things, 
 Support Others, Create Trust, and
 Nurture Community Dot All Conference 18-20 September 2019 Montréal, Canada dotall.com

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