Content Architecture At Work


Published on

The Content Architecture In Action presentation given at Intelligent Content 2014 in the San Jose, CA. It covers the why, what and how to apply content architecture to enable digital and content agility within your organisation.

Content Architecture At Work

  1. 1. Content Architecture “At Work” Cleve Gibbon (@cleveg) CTO, Cognifide
  2. 2. Just over five years ago, a customer asked me, to give them the ability to… …to create digital properties at the speed of Wordpress the scale of Salesforce, with the simplicity of Google.
  3. 3. Change Content Digital Value Teams
  4. 4. Content Managed Web Site Digital Content Platform Web Channel 10+ Digital properties Web Managed Solution Content Management System Content Management Ecosystem
  5. 5. Content Managed Web Site Digital Content Platform Web Channel Multi Channel 10+ Digital properties 1000+ Digital Properties Web Managed Solution Digital Platform Content Management System Content Management Ecosystem
  6. 6. A C T Audience Content Technology
  7. 7. Content Architecture Why What How
  8. 8. Why content architecture? To enable digital and content agility.
  9. 9. Analytics Automation Campaigns CMS CRM eCommerce Email Mobility Multi-Channel Digital Customer Experiences Content Aggregation API Archiving Audit Authoring Distribution Inventory Lifecycle Localisation Management Measurement Modelling Personalisation Search Syndication Taxonomy Translation Workflow …
  10. 10. Digital Agility • Train and tracks are tightly coupled systems that are highly efficient. • Cars and the road are loosely coupled systems the provide more flexibility. • Digital agility requires organisations to place more value on flexibility. • Companies must experiment, to learn, to optimise customer experience. Source:
  11. 11. 1 first step towards intelligent processes typical starting point for digital transformations Intelligent processes requires intelligent content. 2 Intelligent content has to be designed for.
  12. 12. Content Agility Production Execute ‘that’ way Make Plan ‘this’ way Strategy Learn Measure Manage Architecture
  13. 13. Liquid Content Don't get set into one form. Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water. ! Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot. ! Now water can flow or it can crash. ! Be water, my friend. ! Bruce Lee: A Warrior’s Journey (2000)
  14. 14. Content Management Challenges • More content through increased interactions • Increased complexity through experimentation • Fewer resources to manage more content • Multiple channels along which content must flow • Vast amounts of content trapped within systems • Rate of production is exponential
  15. 15. But we know… • There’s a lack of awareness around what’s happening • Serious organisational change hurdles • Misplaced focused on technology to solve problems • Both processes and people need to change • Structured and meaningful content is on the rise • Content is a strategic business asset
  16. 16. What is content architecture? The time and place for continuous and collaborative content design.
  17. 17. Strategy Architecture Management It’s where ‘design thinking’ for content takes place.
  18. 18. Content Architecture • The design phase for content management • Create models for structured and meaningful content • Define author experience for content creators • Map value workflows from production to delivery • Develop APIs to take content everywhere it needs to be • Design a technical architecture to sustain content
  19. 19. Connecting Information to Content Context Content Users Content Labelling, Navigation, Search Wireframes, Blueprints Metadata, Taxonomy, Thesauri Content Inventories & Mapping Information architecture Mind The Gap Content Models, Author Experience, Workflow Structured, Reusable & Personalised Content Content Administration, Asset Organisation Role-Based Content, Permissions Content Scale, Storage, Analytics Content architecture
  20. 20. Content Architecture A Communication Tool
  21. 21. Applying content architecture Think big, start small.
  22. 22. Change is your friend: Move like Neo! You don’t need content to progress, you need structure.
  23. 23. Responsive Design C Mobile Layout minor breakpoint (decent desktop) A A B B C different promotion B minor breakpoint (all devices) adjust text length A image alignment minor breakpoint (ipad mini) C Tablet Layout Desktop Layout
  24. 24. Portfolio APIs Title Amount Owner Fund Entity Manager Portfolio GetPortfolio(name) Text GetPortfolioOwner(portfolio) Fund GetFund(portfolio, fundName) Text GetFundManager(portfolio, fundName) content is accessible to the entire content technology ecosystem, but most importantly internally!
  25. 25. Modularity • From blobs to chunks. • Break into parts • Assemble into wholes
  26. 26. Search • Establish taxonomy • Indexing • Retrieval • Navigational
  27. 27. Content Repository • Not all content lives in the CMS • Architecture shows where content & data lives
  28. 28. In Summary
  29. 29. In Summary Make space for content architecture within your projects. ! Content architecture is where content design takes place. ! There is no clear cut set of roles and responsibilities, across strategy, architecture and management. Who cares? ! This is a maturing field, so let’s grow with it!
  30. 30. Resources For more details: 1. 2. 3. 4. ! !
  31. 31. Questions ! ! ! Cleve Gibbon (@cleveg)