The Content Architecture In Action presentation given at Content Strategy Applied 2013 in the UK. It covers the why, what and how to apply content architecture to enable digital and content agility within your organisation.
• Train and tracks are tightly coupled systems that are high 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.
ﬁrst step towards
typical starting point
for digital transformations
has to be
Content agility strives for small, frequent,
and value-driven learning cycles.
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
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
What is content architecture?
The time and place for continuous and collaborative content design.
It’s where ‘design thinking’ for content takes place.
• The design phase for content management
• Models structured and meaningful content
• Deﬁnes author experience for content creators
• Maps editorial workﬂows from production to delivery
• Speciﬁes APIs to take content everywhere
• Outline a technical architecture to satisfy the design
“You can create good experiences without knowing
the content. What you can’t do is create good experiences
without knowing your content structures.”
“A content model is a formal representation of structured
content as a collection of content types and their
Cleve Gibbon & Rachel Lovinger
Division 3 on today within the
Help & Support
“CMS - the software UX forgot.”
“The answer is to improve the author experience
in the CMS.”
Excerpt from Content Strategy for Mobile
“A bad author experience will lead to an even
worse customer experience.”
Excerpt from Content Everywhere, Sara Wachter-Boettcher
We must invest in the UX for producing content;
The “Author Experience”
“Workﬂow - essential as part of any healthy design
and content work life balance.”
“Workﬂow drives the streamlining of author
experiences, veriﬁcation of content model,
user permissions and roles, and the
validation editorial the processes.”
Workﬂows differ by sector,
organisation, department & maturity.
Content architecture is
where content design
Make space for content
architecture within your
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!
For more details: