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Defining Content Architecture

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Defining Content Architecture

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Content Management is a complex problem made up of content, people, process and technology. And it's getting harder has we move into a structured content world.

Content Architecture is the design phase for Content Management where we use tools to better abstract and encapsulate content, This presentation defines content architecture.

Content Management is a complex problem made up of content, people, process and technology. And it's getting harder has we move into a structured content world.

Content Architecture is the design phase for Content Management where we use tools to better abstract and encapsulate content, This presentation defines content architecture.

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Defining Content Architecture

  1. 1. Cleve Gibbon @confab2012 Defining Content Architecture
  2. 2. Content S trategy Content A rchitecture Content M anagement
  3. 3. Content Management Re-Visited
  4. 4. Content Management is not the CMS
  5. 5. Content Management is not at The End
  6. 6. Content Management is The End-To-End
  7. 7. There are four important pieces to the content management puzzle: content, people, process and technology. D. KEITH ROBINSON THINK VITAMIN
  8. 8. Agency CMS On-Boarding Selection Content Messaging Platform Audit Strategy Roadmap Format Editorial Media Assets Developm. Gap Calendar Standards & Analysis Policies Controlled Vocabularies Content Search Cloud-Based Structured Author Inventory Context Systems Authoring Experience Permission Editorial Models Workflow Copy Deck Brand This IS Documentation Content Strategy Release Modeling Labeling Metadata Management Systems Strategy Navigation Content Schemes Style Technical Guide Linked Architecture Content Data Usability Digital Assets Governance Platform Testing Editorial Strategy Strategy Rollout Tone of Migration Content Sitemap Structured Content Voice Content Strategy Content Analysis Types Stakeholder Alignment Multi- Author Tagging Message Channel Terms of Training Data Source Maps Use E-Commerce Analysis Change Integration Management Content Page Tables Management HTML Production Licensing User Content Language Management Responsive Templates Guidelines Content Design Taxonomy Big Data Delivery Networks Wireframes MVT Testing A/B Testing Translation ePUB Content Interaction Targeting Approval Design Mobile Design Email Rights Data Privacy Data Privacy Device Management Localisation Social Detection User Media Research Competitor Analytics Analysis Programme Victory Goal Oversight Conditions Setting
  9. 9. Content Management Ecosystem
  10. 10. Essential Complexity. All reasonable solutions to a problem must be complicated because “simple” solutions would not adequately solve the problem. Accidental Complexity. Arises purely from mismatches in the particular choice of tools and methods applied in the solution. Source: Mythical Man Month, Fred Brooks
  11. 11. The biggest problems in content management lie not in that (essential) complexity, but how we approach our solutions. D. Keith Robinson
  12. 12. Today, Content Management suffers from a massive dose of Accidental Complexity.
  13. 13. BUT…
  14. 14. We have Two Essential weapons in our fight against complexity
  15. 15. Abstraction Grady Booch, Object-Oriented Analysis & Design with Applications
  16. 16. Encapsulation Grady Booch, Object-Oriented Analysis & Design with Applications
  17. 17. Everyday Abstraction & Encapsulation
  18. 18. Content Management Ecosystem
  19. 19. Content Management Abstraction & Encapsulation In Action SOCIAL CRM MEDIA EMAIL CMS SEARCH INTEGRATIONS CHANNELS CONTENT WEB ECOMMERCE MOBILE ANALYTICS MARKETING AUTOMATION
  20. 20. Content Architecture is both the “time” and “place” where you Abstract & encapsulate Content
  21. 21. Some examples…
  22. 22. major sponsorship deals with a strong brand focus
  23. 23. It wasn’t always This way…
  24. 24. KILL Blob!
  25. 25. Less PSDs. More Browser-driven designs.
  26. 26. Goodwood Hospitality Mobile Site
  27. 27. Less pixel perfect designs. More Flexible, fluid, De vice-driven designs.
  28. 28. Let designers create layouts using 960 grids
  29. 29. Results • Content Strategy In Progress • Content Architecture Aware • Responsive Design Approach • Adaptive Content – Next
  30. 30. 663 Registered Users 300 Billion Minutes in 2011 124 Million Connected Users 41 Million Concurrent Users 1200 Downloads Per Minute http://skypenumerology.blogspot.co.uk/
  31. 31. Landing Payment Confirm Email Microsite Page Gateway Page Connected “Content”Journeys are High Effort
  32. 32. Results • Content Strategy – In Review • Content Architecture Aware • Responsive Design Approach • Adaptive Content – Next
  33. 33. 1 Campaign Every Month True Mashup of Content & Commerce
  34. 34. Results • Content Strategy – In Progress • Content Architecture Aware • Responsive Design – Next • Adaptive Content – Next
  35. 35. Defining Content Architecture
  36. 36. We see: Print brands struggling to adapt their content to digital platforms. ‘Digital’ brands fighting the new battle to get mobile.
  37. 37. We Hear: Editor> I’m afraid. I’m afraid because my journalists are afraid. Cleve> Why? Editor> Because we have just be furnished with our CMS logins. Cleve> And? Editor> And the CMS helps IT manage us, constrains how we write, and makes us less productive. Cleve> So why am I here? Editor> To ensure this never happens again!
  38. 38. we educate: Marketer> We’ve done the creative. PSDs sorted and our design agency is building out the HTML now. Making serious progress (Jazz Hands). What do you need from us to get this into the CMS? Cleve> The complete backstory. Why are we doing this? Marketer> To rollout the new web site re-design…1 hour passes… Cleve> OMG (inner voice). Cleve> Mobile? Marketer> Yeah, yeah. But don’t go overboard. Just make it legible!
  39. 39. Because we’ve learnt: “Unstructured content is stupid and old-fashioned. It’s costly, complex, and does not generate a competitive advantage.” Ann Mulcahy, Former CEO of Xerox
  40. 40. Single File Channel Hopping is Dumb Print Web Mobile Web Mobile Epub Mobile Web Other…
  41. 41. We need to “Step Back” & “Structure” Print Web Structured Content Mobile Other…
  42. 42. Beware of the Blob? Done. but now what?
  43. 43. Content Encapsulate Structured Content Architecture behind well-designed, meaningful, Content APIs
  44. 44. Content APIs Capture Structured Search Update Content Access
  45. 45. Content Design extensible mechanisms to Architecture get content in & get content out
  46. 46. Role-Based Authoring Interfaces Print Sales Merchandiser Web SEO/Copy Translator Mobile Legal Other… Structured content Content APIs
  47. 47. Content Both Informs and is informed by Architecture the solution architecture.
  48. 48. Publishing Collects Delivers Services Structured Content Support Create Editorial
  49. 49. Content The “Design Phase” for Architecture content management.
  50. 50. UX Information Interaction Visual Usability Architecture Design Design Engineering Content Strategy Content Architecture Content Author Workflow Modeling Experience Platform Development Build Test Release Support
  51. 51. Content Architecture Content Content Modeling People Author Experience Process Workflow Within the context of technology
  52. 52. Content Modeling a very powerful, cross discipline, communication tool for structured content
  53. 53. task DATA task task task
  54. 54. task task Structured Data task
  55. 55. Paradigm Shift
  56. 56. data data tasks data tasks data tasks data tasks data tasks tasks data tasks data data data tasks tasks tasks Object data data tasks Oriented tasks
  57. 57. task task CONTENT task task
  58. 58. content task types task Structured Content content task types
  59. 59. Content Modeling Abstraction Encapsulation Modularity Whole/Part Aggregation Substitutability Open/Closed Inheritance
  60. 60. We appear to be walking the same walk, but not talking the same talk.
  61. 61. Leverage over 25 years of modeling of data and objects
  62. 62. Author Experience A bad author experience often results is an even worse customer experience.
  63. 63. Role-Based Authoring Driven off the content model. overlay roles, permissions and content rights. Spec & Build authoring interfaces to capture content for each identified role.
  64. 64. “There is a growing understanding that content management systems should be beautiful” – Matt Thomson “The happier people are, the better their content will be, the more content they’ll produce.” – Patrick Cooper, NPR
  65. 65. Author Rewards Add & tag content, You will search & find it later Add and tag content you get suggestions/linked content Platform reports what doesn’t work you can focus on what does
  66. 66. Workflow The process part of the content management problem
  67. 67. Workflow Facts The majority of our clients make little or no use of cms workflows. The highest productivity gains come from scaling people with processes. Workflow focuses on defining standards and policies for making content production processes both “repeatable” & “predictable”, i.e. Boring!
  68. 68. Data Behaviour Driven Driven Content Workflow Modeling
  69. 69. Content Execution
  70. 70. Content management requires constant development
  71. 71. CMS CMS CMS CMS CMS … Content Management Sprint Discover Define Design & Develop Dry Run Plan For Change Deploy
  72. 72. CMS CMS CMS CMS CMS … Content Management Sprint Strategy Tactics Architecture & Build Testing Execute For Change Rollout
  73. 73. Where you need to be. Where you planned to be. C B Value Planning over plans A happy start
  74. 74. You can't afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the description of different bits of an asset, so they can be reused more effectively, so they can deliver more value. NIC NEWMAN BBC
  75. 75. But you do need an effective platform to create structured content, and…
  76. 76. “After the platform becomes user friendly, when it is opened up to the best storytellers and designers and communicators, they tend to add another level to it. The rare time when you find people who really appreciate both sides of that coin (innovation and storytelling) is where truly amazing things happen.” ANDY BERNDT MANAGING DIRECTOR, GOOGLE
  77. 77. Cleve Gibbon www.cognifide.com @Cleveg

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