4. THE BIG PICTURE
Changes in the market and publishing
5 - Urbinaconsulting.com @nozurbina
#intelcontent
5. @nozurbina
Content karma
The more real value you give to consumers, the more
value that will come back your way.
Me â âHow to AdjustYour Content Strategy for Adaptive Content Personalizationâ bit.ly/ac-how2
Image: Moyan Brenn
6. @nozurbina
Content karma
The more we can make our content adaptive, the more
we can realistically deliver tailored, high-value content
without running out of budget, resources, or time.
Me â âHow to AdjustYour Content Strategy for Adaptive Content Personalizationâ bit.ly/ac-how2
Image: Moyan Brenn
7. Todayâs content solutions are not passive
They are (pro)active systems that deliver the right
dose of information to the right person
(by leveraging metadata)
12. @nozurbina
Generated
Reality
94% of businesses say
personalization is key
to success
econsultancy.com
48% of shoppers
would like to use a
phone to shop
while in stores
luxurydaily.com
74% of shoppers who
âshowroomâ are older
than 29, and 48% older
than 40
Columbia Business School
(bit.ly/ac-how2)
66% of B2B suppliers say
customer expectations
are driving them towards
omnichannel
accenture (bit.ly/b2bomni)
13. A NEW ERA: THE SMARTENING
The first great age of metadata is upon us!
#intelcontent
14. @nozurbinaWe must fix the content
⢠Make it format-agnostic
⢠Break it up into reusable, well-modelled components
⢠Apply semantic metadata that defines and describes it
⢠Apply audience, applicability and context metadata to
decide where and when to route it
15
18. @nozurbinaBreak it up
Change the âunit of useâ:
Documents or Pages
vs
Components
(aka modules, topics)
Fragments
Variables
www
Component
Content
(Management)
23. SCOPE: WHERE TO PUT METADATA
It started with documentsâŚ.
#intelcontent
24. @nozurbina
Info Product
(map, deliverable, documentâŚ)
Assembly
(Collections, Topic Group, Libraries,
ChapterMap, Chapter)
Module
(topic, articleâŚ)
Fragment
(block, container, para, sectionâŚ)
Inline
(element/tag)
Metadata scope
WWW.s
p
a
c
e
r
Break up
content into
format-free
components
s
p
a
c
e
r
s
p
a
c
e
r
s
p
a
c
e
r
27. Structural
model of
âstoreâ content
type
Create
Well tagged
(machine-
readable)
description
of âa storeâ
Transform
Map to
machine-
readable
output with
Schema.org
metadata
Store.html
Specific,
relevant
answer
Index
(Engine)
Your tools or
3rd Party, e.g.
Google
Persistent
metadata!
28. BUILDING IN THE NEEDED
INTELLIGENCE
Adaptive content modelling
#intelcontent
30. Main image
Product Name
Supplementary
Product Images
Product
Overview
Feature List
Tagline
Feature Details
Model
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Reverse
engineered
31. @nozurbina
Your content
creators &
customers will
internalise your
models
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
@class=âmainâ
32. WE ARE SENSE MAKING MACHINES
Weâll make it up if we have to
33
#intelcontent
36. @nozurbina
Product Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet (Print)
The content model is the
backbone of adaptive,
cross-media, omnichannel
content strategies
Microsoft
Hololens
When your semantics are explicit
in your content, machines can
help you reuse, transform,
translate or format it
42. (Now) backed and endorsed
by Google, Facebook, Bing,
BBC,Tim Berners-Lee, and
many more.
Superior experience for
consumers, more effective for
brands
53. @nozurbina
Conference
Brochure(Print)
Buzzwords
Podcast / Post
âNextâ
Podcast / Post
Books
Podcast / Post
User-defined
Podcast / Post
Next CMI Next
All doable
retrospectively because
of consistent
semantics!
All doable because of
consistent
(and not so scary)
semantics!
Schema.org
Content
model
Structure
Taxonomy
Linked Data
Metadata
Component
Content
54. @nozurbinaWhat you should do now
Do omnichannel
readiness review
(people, process, platform,
positioning)
Consider the
metrics & KPIs
Build detailed,
multi-context
journeys/stories
Audit the current
state
Establish feasible,
conservative
scope
Model &
implement Min.
Viable Prototype
55. Redmond,WA, USA Microsoft HQ May 18-19 (2 days)
Minneapolis, USA Confab Central May 20
Aix-en-Provence, France Componize May 27-28 (2 days)
Your offices� Contact us!
Contact us to discuss free participation for some of your staff in exchange for
hosting an open workshop in your facilities.
bit.ly/uc-events
WORKSHOP
Adaptive content modelling
for omnichannel
Thank you!
(Q&A?)
* Market pressures - present the brand with one voice; use techcomm in
presales seamlessly; operate across channels; personalise messages; push the
right content, don't wait for searches
* The response: Content strategy defined - the alignment of content
processes and decisions directly with the overlap point between business and
user goals
* What it is where it sits in a business - builds bridges across the area
between management vision, user experience, marketing, docs and technical
implementation teams
* What does the technology platform look like? - Moving to a multi-tier
system with metadata and classification management becoming more important.
* How does it affect collaboration/roles - increasing communication and
creating central bodies to govern internal standards
* What are the benefits? - improved search, push content, targetted content,
localisation savings, lower risk, easier compliance for selling into
regulated markets, faster-turn-around times, easier to adapt to changing
market situations
* How can you get started? - build your content strategy, rich personas
(already a WIP at Napatech), get exec-level buy-in on cross-functional
collaboration (politics and silos are the enemies of coherent, unified
communication to the market), get skilled up (combo of training, hiring and
consultancy - usually need all 3), look at rijigging the org chart or moving
people around as necessary to prevent content road-blocks.
http://www.flickr.com/photos/aigle_dore/
Moyan Brenn
RR Quote from âContent Marketing Content Strategyâ, Intercom Magazine, May 2013
http://www.flickr.com/photos/aigle_dore/
Moyan Brenn
RR Quote from âContent Marketing Content Strategyâ, Intercom Magazine, May 2013
Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
They can do all this today, sure. But the point of techcomm is to make it always easier than it was before and easier than the competition. Especially for presales questions like the bottom one.
Widely accepted by businesses
Not just that there are more channels, but channels are used in sometimes unexpected combinations and ways (we thought for a while mobile devices would be used âwhile on the moveâ, as opposed to the truth which is theyâre used all the time, and everywhere)
Not just for you people and not just a consumer goods or retail trend.
Cross-media, or Omnichannel is everywhere.
Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity.Â
Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity.Â
This model explicitly maps out the various semantic components of a feature overview. All content of the type âfeature overviewâ should match the model. (computers can quality check content structures for you if you create semantic, structured content)
Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
look at how ready your content is for delivery to wearable screens
Consider what data wearable can generate to tell you about usersâ real lives