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How the Right CMS Makes Content Future-Friendly

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With so much information being published, so many devices to display it on, and design trends in constant flux, it can be hard to keep your website in good shape.

Not only do you need to deliver content and functionality today, but also when the next disruptive technology comes along.

How to keep up, let alone get ahead? The answer lies in future-friendly content, which is stored, structured, and connected outside any user interface.

A CMS that uses a structured-content approach is necessary to re-use, re-mix, and re-style content for omnichannel publishing.

In this presentation, Carrie Hane, Principal Strategist of Tanzen, will show how subject domain modeling combined with content modeling sets the stage for a cross-discipline, content-centric implementation process.

Instead of developers guessing what content types are needed to support the content, specifications are developed collaboratively. The result is a faster build and easier content management.

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How the Right CMS Makes Content Future-Friendly

  1. 1. © 2017  Tanzen
  2. 2. © 2017  Tanzen
  3. 3. © 2017  Tanzen
  4. 4. © 2017  Tanzen HELLO! 4 Carrie  Hane @carriehd
  5. 5. © 2017  Tanzen 5 Who  are  you?
  6. 6. © 2017  Tanzen 6 WHERE  ARE  WE   TODAY? A  quick  history  of  the  web
  7. 7. © 2017  Tanzen 1999  TO  THE  PRESENT 7 1999 2003 2017
  8. 8. © 2017  Tanzen WE’VE  GOT  SOME  PROBLEMS • So  much  content • So  many  devices • Changing  design  trends • Organization-­centric • Silos 8
  9. 9. © 2017  Tanzen 9 How  can  we  break  the  cycle  of  tear-­down  websites? How  do  we  stop  our  organizations  from  being  hoarders? How  can  we  stop  building  websites  that  are  hard  to   maintain?
  10. 10. © 2017  Tanzen WE  KNOW  WHAT’S  COMING • Artificial  intelligence   • Internet  of  things • Screenless interfaces • Portable  interactive  experiences • Devices  talking  to  each  other • Information  being  shared  across  systems 10
  11. 11. © 2017  Tanzen 11 THINKING   DIFFERENTLY Future-­friendly  content
  12. 12. © 2017  Tanzen WINDOWS  ON  OUR  WORLDS 12
  13. 13. © 2017  Tanzen 13 structured  content   Information  that  is  planned,  developed,  and   connected  outside  of  an  interface.  It  treats   content  as  as  data  so  that  it  makes  sense  to   people  and  computers.  
  14. 14. © 2017  Tanzen 14 Are  you  using  a  structured  content   approach?
  15. 15. © 2017  Tanzen DOMAIN  MODEL 15
  16. 16. © 2017  Tanzen CONTENT  MODEL 16
  17. 17. © 2017  Tanzen ARE  YOU  WITH  ME?
  18. 18. © 2017  Tanzen 18 IMPLEMENTING   FUTURE-­FRIENDLY   CONTENT Building  the  CMS  to   support  the  content
  19. 19. © 2017  Tanzen CONTENT  TYPES  ARE  KEY 19 content  type A  reusable  container  for  managing  content  by   common  structure  and  purpose
  20. 20. © 2017  Tanzen WHAT  DOES  THE  RIGHT  CMS  LOOK  LIKE? • Flexible  and  unstructured • Node-­based,  separating   content  from  presentation   or  container • Model-­driven,  has  no  (or   optional)  rendering  engine   and  exposes  an  API • Designed  for  the  author   experience 20 YESNO
  21. 21. © 2017  Tanzen WHAT  DOES  GOOD  IMPLEMENTATION  LOOK  LIKE? • Content  planning  is  done  before  CMS  configuration • By  considering  all  the  parts  of  the  model  first,  we  save   time  and  money  later • Content  planning  can’t  be  avoided  — either  you  do  it  or   your  developers  will 21 content  +  development  +  design  =  good  implementation
  22. 22. © 2017  Tanzen PLANNING  THE  CMS  AND  INTERFACE   22
  23. 23. © 2017  Tanzen PLANNING  CMS  CONTENT  TYPES 23 Input  Field Field  Title Field  Type Content  Type Person Content  Type  Name Description Info  about  people  associated   with  IAS Text  (plain) Title  (change  label  to) Name Title Body  (change  label  to) Bio Body Picture Picture Image FirstName First  Name Text  (plain) LastName Last  Name Text  (plain) TwitterID Twitter  ID Text  (plain) MainEvent Event Entity  reference Role Role Term  reference PERSON  content  type
  24. 24. © 2017  Tanzen PERSON  CONTENT  TYPE  IN  THE  CMS   24
  25. 25. © 2017  Tanzen DISPLAY  TEMPLATE 25
  26. 26. © 2017  Tanzen PERSON  DESIGN  PATTERN  FOR  LISTS  OF  PEOPLE 26
  27. 27. © 2017  Tanzen DYNAMIC  DISPLAY  -­ SPEAKERS 27
  28. 28. © 2017  Tanzen DYNAMIC  DISPLAY  -­ TEAM 28
  29. 29. © 2017  Tanzen 29 Now  you  can… Do  so  much  more
  30. 30. © 2017  Tanzen YOU  CAN… • Change  designs  or  CMS  without  a  complete  redesign   and  re-­architecture • Publish  across  channels  with  a  single  piece  of  content • Integrate  with  other  systems  more  easily • Reuse  content  throughout  the  websites  or  interfaces • Improve  SEO 30
  31. 31. © 2017  Tanzen DYNAMIC  STORYTELLING 31
  32. 32. © 2017  Tanzen RECAP • Why  we  need  a  different  way  of  thinking  about  websites • Start  designing  outside  the  interface  with  domain  and   content  modeling • Choosing  the  right  CMS • Planning  a  good  implementation • Dynamic  storytelling  potential 32
  33. 33. © 2017  Tanzen What  are  the  anticipated  challenges  to   switching  to  a  structured  content   approach? 33
  34. 34. © 2017  Tanzen TOOLS  FOR  DOING  THIS Site  Build  Worksheet  – Keep  track  of  everything Content  Spec  Sheets  – Help  authors  create  structured  content bit.ly/tanzen-­tools 34
  35. 35. © 2017  Tanzen MORE  RESOURCES  ON  STRUCTURED  CONTENT • Tanzen  blog  (www.tanzenconsulting.com/blog) • UX  Booth  articles  (www.uxbooth.com/author/carriehane) • Designing  Future-­Friendly  Content:  Modeling  Structure  for   Every  User  Interface  (on  Medium) • Training  the  CMS  (on  A  List  Apart) • Web  Content  Management by  Deane  Barker • Content  Everywhere by  Sara  Wachter-­Boettcher • Content  Strategy  for  Mobile  by  Karen  McGrane 35
  36. 36. © 2017  Tanzen 3636 THANK  YOU QUESTIONS? Carrie  Hane tanzenconsulting.com carrie@tanzenconsulting.com @carriehd

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