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Collaborative Content Modeling

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Slides from the Confab Central 2017 content modeling workshop. Participants divided into teams and built a content model for a fictional web site, using artifacts and deliverables from design, marketing, and IT to iteratively improve their understanding of the content.

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Collaborative Content Modeling

  1. 1. Collaborative
 Content Modeling Confab Central 2017 eaton@lullabot.com twitter.com/eaton hashtag #ccm 1
  2. 2. 2 I’m @eaton. I work for Lullabot. We big content.
  3. 3. 3
  4. 4. No one document can describe your content completely. 4
  5. 5. No one team
 has allthe answers about your content. 5
  6. 6. Collaboration uses everyone’s workto make a better model 6
  7. 7. Ye Olde Agenda High falutin’theory Welcome to Picnictown ! Break Boxes, arrows, people " Lunch
 Sketches, spreadsheets Workflow, governance # Break Organization integration $ Review 7
  8. 8. Search Social Email APIs Print FeedsWeb Apps
  9. 9. 11 Title Price Sales Copy Photos SKU Variants Product Date Stars Text Review
  10. 10. 1. What kinds ofthings we make 2. Howthey relate to each other 3. What bits of info they contain* 12
  11. 11. 13 Review Bundle Newsletter News ClippingData Set Article Event CTA Form Research Staff Bio Job Opening Disclosure Fund Document Product Campaign Advisor Resource Supporting Microcontent Marketing Content General/Structural Content Mutual Funds Content Page Phase 1 Stringent Compliance Requirements Landing Page
  12. 12. 14
  13. 13. 15 Car chases are interesting, but spelling is more importanter Please take a moment to ask yourself this question before reading this adoolia Chapter 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan luctus eget eget neque. Donec ullamcorper, magna et ornare blandit, odio mauris molestie augue, eu adipiscing augue elit et urna. Nullam dui quam, facilisis sed porta in, scelerisque non nulla. Aliquam nibh lacus, mollis a euismod non, cursus aliquet felis. Integer iaculis placerat ipsum. In vitae augue id neque dapibus gravida et sit amet ligula. Donec tristique dui a massa convallis ullamcorper. Aenean ac nulla a sapien aliquam ornare non ac nisi. Nunc eu auctor justo. Nulla lectus metus, laoreet et dignissim aliquam, tincidunt vitae dolor. Donec vehicula quam non purus euismod feugiat. Integer consectetur congue mi in gravida. Integer nec mi dolor, at tristique justo. Phasellus pretium ipsum et enim iaculis pretium. Related Works Work Title Here Author Name Work Title Here Author Name Home Parent Genre Genre Work Title Current Voting Cycle 23 days remainingAuthor NameTitle Shows Here home | my adoolia | browse | shop | logout search Chapter Listing Chapter One Chapter Two Chapter Three Chapter Four Chapter Five ***** Share CommentVOTE Synopsis Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan. Title Shows Right Here by Author Name Genre A AA
  14. 14. ‣Territory: Who owns this? ‣Language: Can we all understand it? ‣Entropy: Is it up to date? 16
  15. 15. 17
  16. 16. “…In the Deserts ofthe West, stilltoday, there are Tattered Ruins ofthat Map, inhabited byAnimals and Beggars… On Exactitude in Science, byJorge Luis Borges 18
  17. 17. 19
  18. 18. What is “Chicago?” 20
  19. 19. 21
  20. 20. 22
  21. 21. 23
  22. 22. 24
  23. 23. 25
  24. 24. 26 A map shows important things, not everything
  25. 25. 27 Each one gives a view ofthe whole
  26. 26. “Which model is the ‘real’ one?” “Which angle are we looking at?”
  27. 27. The purpose of content modeling is shared understanding and clear, consistent answers to content questions from allteams. 29
  28. 28. 1. What distinct kinds of content do we create and manage, what are their unique purposes, and how do they relate to each other? 30
  29. 29. 2. What individual properties make up each piece of content? What rules govern them, and where do they come from? 31
  30. 30. 3. How is the content organized behind the scenes, and to our consumers? 32
  31. 31. 4. What processes does the content go through as it’s developed, published, promoted, and maintained? 33
  32. 32. 5. What people and roles are responsible forthe content throughout its lifecycle? 34
  33. 33. 6. What goals are we trying to accomplish with the content, and what things are we measuring to track our progress? 35
  34. 34. Oh, that’s all. 36
  35. 35. No one document can describe your content completely. 37
  36. 36. No one team
 has allthe answers about your content. 38
  37. 37. Collaboration uses everyone’s workto make a better model 39
  38. 38. 40
  39. 39. Welcome To Picnictown ‣ North American Association of Picnickers ‣ Promotes “outdoor eating with family and friends.” ‣ Covers classic picnicking, cookouts, tailgating ‣ Founded in 1968, funded by retailfood industry. ‣ CEO is Fred. Hates the color red. ‣ Not real. 41
  40. 40. Congratulations! You’re NAAPing! 42
  41. 41. What We’re About To Do ‣ Pretend we’re NAAPers ‣ Build common project artifacts ‣ Discuss what theytell us ‣ Refine our “shared understanding” ‣ Create a shared language 43
  42. 42. Keep An Eye Out For… ‣ Whose perspective does this artifact represent? ‣ Where does it overlap with other artifacts? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights in other artifacts? ‣ Should we revisit another artifact to reflect what we’ve discovered? 44
  43. 43. Look underyour seats, everyone… 45
  44. 44. Questions? 46
  45. 45. Take 20! Delicious Munchie Break 47
  46. 46. Welcome back! 48
  47. 47. Entity Relationship Diagrams ‣ Types of content ‣ Clusters and groups ‣ Explicit relationships ‣ Important properties 49
  48. 48. Geographical Facts Hotwire Locations Property Channel Customer Data Scoring Amenities Promotional Content Compset Type Chain Transactional Data Country State Region City Neighborhood Destination Point of Interest Lodging Type Property Room Type Rate Plan Supplier Channel Amenity Customer Booking Review Rating Text TagPhoto Entity Relationship Diagrams 50
  49. 49. Hotwire Locations Property Channel Amenities Compset Type Chain Region Neighborhood Destination Lodging Type Property Room Type Rate Plan Supplier Channel Amenity Entity Relationship Diagrams 50
  50. 50. Entity Relationship Diagrams 51 Show content Metadata Curation tools Promotional content Standalone news Cast member A show host or recurring on-air TWiT personality Product Top News Promo Breaking News A hub for news updates on an important tech news development Article Long-form written news coverage, potentially including other media Event Coverage A hub for TWiT coverage of a conference, convention, or event Series A sequential collection of segments or articles on a subject Topic A theme that’s frequently covered on TWiT shows, like “Privacy” Static Page A simple, flexible page for storing static content like Privacy Policies Announcement Transcript A textual transcript of a particular TWiT show episode. Tip How-To Interview Review Unboxing Pick “Segments” break out material from episodes for easier discovery Episode Individual (often weekly) instance of a show Show A recurring, personality-driven collection of TWiT video content
  51. 51. Entity Relationship Diagrams 51 Advertising MetadataPromotional content Product A product or service mentioned or reviewed on a TWiT show or in published articles Person A tech industry personality covered on the show or in published articles on the site Company A company covered on the show or in published articles on the site Promo Standalone video created from clips of other TWiT episodes Free Standing Video A standalone video clip featured on the site but not associated with a particular TWiT show Long-form written news coverage, potentially including other media A theme that’s frequently covered on TWiT shows, like “Privacy” Live Cam Information about the drop cams in the TWiT studios Static Page A simple, flexible page for storing static content like Privacy Policies Link A simple link mentioned or recommended on the air. Quote A noteworthy quote from a TWiT host, guest, or community member. Sponsor ATWiT sponsor, used promote companies that give TWiT significant support. Ad An individual ad attached to a particular show episode to indicate a sponsor's support Announcement Internal TWiT news and updates, for example “We’re hosting a studio audience next week!” Transcript A textual transcript of a particular TWiT show episode. Pick “Segments” break out material from episodes for easier discovery
  52. 52. Entity Relationship Diagrams ‣ Shout out ideas ‣ At each table: ‣ Group, organize, connect ‣ Combine, rename, eliminate 52 10:00
  53. 53. Entity Relationship Diagrams ‣ How much does the CMS handle automatically? ‣ How much of each exists, and how much willwe make? ‣ Has usage or purpose changed overtime? ‣ Will it translated into other languages? ‣ Does make sense to allteam members? 54 ?
  54. 54. Questions? 55
  55. 55. See you in 1:30… Delicious Lunch Break 56
  56. 56. Welcome back! 57
  57. 57. User Personas ‣ Representative individuals ‣ A name and role ‣ Goals and desires ‣ Frustrations and distractions ‣ …Season to taste 58
  58. 58. User Personas 59
  59. 59. User Personas ‣ Shout out ideas ‣ At each table: ‣ Combine, prioritize, eliminate ‣ Name and describe 60 10:00
  60. 60. User Personas Do different personas… ‣ Want or need different content? ‣ Find or access content differently? ‣ Have special accessibility needs? ‣ Create their own content, or have access to more? 62 ?
  61. 61. User Personas ‣ Whose perspective does it represent? ‣ Where does it overlap? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights? ‣ Should we revisit/rework another artifact? 63 ?
  62. 62. Bonus: Dual-Axis Sorting! ‣ Two conflicting values ‣ Several stakeholders ‣ A lot of items ‣ A pile of post-its ‣ 20-30 minutes 64
  63. 63. Annotated Wireframes ‣ Key content elements ‣ Priority, emphasis, connection ‣ Rough sketch, not aesthetics ‣ Notes on purpose/meaning 65 jibbajabba said I pity you fool. dwight said Car chases are interesting, but spelling is more importanter Please take a moment to ask yourself this question before reading thisweb log: “Am I a stupid person that canʼt spell?” If yes, then answer thisquestion: “Will I be offended if somebody, namely Dwight K. Schrute. adoolia Chapter 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proinsed felis ac libero pellentesque volutpat ut ut risus. Ut ultriceslaoreet orci vel fermentum. Phasellus rhoncus porttitor mauris iddignissim. Phasellus quis metus dignissim erat accumsanluctus eget eget neque. Donec ullamcorper, magna et ornareblandit, odio mauris molestie augue, eu adipiscing augue elit eturna. Nullam dui quam, facilisis sed porta in, scelerisque nonnulla. Aliquam nibh lacus, mollis a euismod non, cursus aliquetfelis. Integer iaculis placerat ipsum. In vitae augue id nequedapibus gravida et sit amet ligula. Donec tristique dui a massaconvallis ullamcorper. Aenean ac nulla a sapien aliquam ornarenon ac nisi. Nunc eu auctor justo. Nulla lectus metus, laoreet etdignissim aliquam, tincidunt vitae dolor. Donec vehicula quamnon purus euismod feugiat. Integer consectetur congue mi ingravida. Integer nec mi dolor, at tristique justo. Phaselluspretium ipsum et enim iaculis pretium. dwight said Car chases are interesting, but spelling is more importanter Please take a moment to ask yourself this question before reading thisweb log: “Am I a stupid person that canʼt spell?” If yes, then answer thisquestion: “Will I be offended if somebody, namely Dwight K. Schrute. Comment Related Works Work Title Here Author Name Work Title Here Author Name Work Title Here Author Name Home Parent Genre Genre Work Title Current Voting Cycle 23 days remaining Author Name Title Shows Here home | my adoolia | browse | shop | logout search Chapter Listing Chapter One Chapter Two Chapter Three Chapter Four Chapter Five Enter your comments here . . . ***** Share Comment VOTE Synopsis Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan. Title Shows Right Here by Author Name Genre A AA
  64. 64. Annotated Wireframes 66 dwight said Car chases are interesting, but spelling is more importanter Please take a moment to ask yourself this question before reading this web log: “Am I a stupid person that canʼt spell?” If yes, then answer this question: “Will I be offended if somebody, namely Dwight K. Schrute. adoolia Chapter 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan luctus eget eget neque. Donec ullamcorper, magna et ornare blandit, odio mauris molestie augue, eu adipiscing augue elit et urna. Nullam dui quam, facilisis sed porta in, scelerisque non nulla. Aliquam nibh lacus, mollis a euismod non, cursus aliquet felis. Integer iaculis placerat ipsum. In vitae augue id neque dapibus gravida et sit amet ligula. Donec tristique dui a massa convallis ullamcorper. Aenean ac nulla a sapien aliquam ornare non ac nisi. Nunc eu auctor justo. Nulla lectus metus, laoreet et dignissim aliquam, tincidunt vitae dolor. Donec vehicula quam non purus euismod feugiat. Integer consectetur congue mi in gravida. Integer nec mi dolor, at tristique justo. Phasellus pretium ipsum et enim iaculis pretium. Related Works Work Title Here Author Name Work Title Here Author Name Work Title Here Author Name Home Parent Genre Genre Work Title Current Voting Cycle 23 days remainingAuthor NameTitle Shows Here home | my adoolia | browse | shop | logout search Chapter Listing Chapter One Chapter Two Chapter Three Chapter Four Chapter Five ***** Share CommentVOTE Synopsis Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan. Title Shows Right Here by Author Name Genre A AA
  65. 65. Annotated Wireframes 66 dwight said Car chases are interesting, but spelling is more importanter Please take a moment to ask yourself this question before reading this web log: “Am I a stupid person that canʼt spell?” If yes, then answer this question: “Will I be offended if somebody, namely Dwight K. Schrute. adoolia Chapter 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan luctus eget eget neque. Donec ullamcorper, magna et ornare blandit, odio mauris molestie augue, eu adipiscing augue elit et urna. Nullam dui quam, facilisis sed porta in, scelerisque non nulla. Aliquam nibh lacus, mollis a euismod non, cursus aliquet felis. Integer iaculis placerat ipsum. In vitae augue id neque dapibus gravida et sit amet ligula. Donec tristique dui a massa convallis ullamcorper. Aenean ac nulla a sapien aliquam ornare non ac nisi. Nunc eu auctor justo. Nulla lectus metus, laoreet et dignissim aliquam, tincidunt vitae dolor. Donec vehicula quam non purus euismod feugiat. Integer consectetur congue mi in gravida. Integer nec mi dolor, at tristique justo. Phasellus pretium ipsum et enim iaculis pretium. Related Works Work Title Here Author Name Work Title Here Author Name Work Title Here Author Name Home Parent Genre Genre Work Title Current Voting Cycle 23 days remainingAuthor NameTitle Shows Here home | my adoolia | browse | shop | logout search Chapter Listing Chapter One Chapter Two Chapter Three Chapter Four Chapter Five ***** Share CommentVOTE Synopsis Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed felis ac libero pellentesque volutpat ut ut risus. Ut ultrices laoreet orci vel fermentum. Phasellus rhoncus porttitor mauris id dignissim. Phasellus quis metus dignissim erat accumsan. Title Shows Right Here by Author Name Genre A AA Categories? Tags? Chapters: separate posts? Reviews, votes, or both? Do we store deadline? Who writes this copy? Automatic or manual?
  66. 66. Annotated Wireframes ‣ At each table: ‣ Pick one content type ‣ Sketch a single layout for it ‣ Name, describe page elements ‣ Note their source 67 10:00
  67. 67. Annotated Wireframes ‣ Whose perspective does it represent? ‣ Where does it overlap? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights? ‣ Should we revisit/rework another artifact? 69 ?
  68. 68. Questions? 70
  69. 69. Take 20! Delicious Munchie Break 71
  70. 70. Welcome back! 72
  71. 71. Data Dictionaries ‣ Every. Single. Field. ‣ Data type, format ‣ Validation rules ‣ Helpful notes 73
  72. 72. Data Dictionaries 74
  73. 73. Data Dictionaries ‣ At each table: ‣ Forthe content type you sketched… ‣ Write down every property/field you can think of ‣ Name and explain 75 10:00
  74. 74. Data Dictionaries ‣ Is there missing stuff? ‣ Is there unused stuff? ‣ Is there scary stuff? 77 ?
  75. 75. Data Dictionaries ‣ Whose perspective does it represent? ‣ Where does it overlap? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights? ‣ Should we revisit/rework another artifact? 78 ?
  76. 76. UserJourney Maps ‣ One persona, their perspective ‣ Their interactions with a product overtime ‣ The content/messages they encounter ‣ The channels where theyfind them 79
  77. 77. UserJourney Maps 80 Curiosity Evaluation Purchase Learning Daily Use Web Social Print Sponsored Sponsored Ads Unboxing Reviews Reviews Coupons Product Desc. Box Copy Ads Tutorials Manual Tips Forums
  78. 78. UserJourney Maps ‣ At each table: ‣ Pick one persona and one need ‣ What stages would they go through? ‣ What content do they encounter? ‣ Where do they see it? 81 10:00
  79. 79. UserJourney Maps ‣ Whose perspective does it represent? ‣ Where does it overlap? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights? ‣ Should we revisit/rework another artifact? 83 ?
  80. 80. Copydecks ‣ A per-entityto-do list ‣ Essential properties, metadata ‣ Purpose and usage ‣ Guidelines and warnings ‣ Next steps 84 University of Colorado Denver | Copy Deck Template Main Content: (If necessary, Web Services will use a 2 column layout based on the amount a Page Details: Page Location (required):
 - Location on site map (Example: About Us > Faculty) Page Name (required):
 - Use page name on site map (Example: Faculty) Calls-to-action:
 - Reference content title from the Calls-to-action Library 
 Max TITLE Characters = 20 Primary Action (required)
 Title: 
 Link: Secondary Action
 Title: 
 Link: Tertiary Action
 Title: 
 Link: 
 Calls-to-action should be one primary link that users should go to after this page, and two secondary links that users reading this page may also be interested in viewing.
 
 Refer to your Creative Brief for help on choosing Calls-to-actions.
 
 Page Headline (required): Max Characters = 26 
 Page Sub-headline (required): Max Characters 
 Page Content (required):
 - Place in the order you want it to appear on the web - Include ALL relevant URL links (example: my link - Section home pages should NOT have more than 1 Main Photo: Make suggestion or send photo with copy deck. Page Description (20-40 words required):
 What is the page or section about? Approx. 20-40 words; Max Characters = 250
  81. 81. Copydecks ‣ A per-entityto-do list ‣ Essential properties, metadata ‣ Purpose and usage ‣ Guidelines and warnings ‣ Next steps 84
  82. 82. Copydecks ‣ At each table: ‣ Foryour adopted content type… ‣ Create instructions for a writer ‣ Note required information ‣ Remember “invisible”data 85 10:00
  83. 83. Copydecks ‣ Did you include everyfield? ‣ Did you reference other content types? ‣ Where did it land on yourworkflowdiagram? ‣ Could it become a CMS form? 87 ?
  84. 84. Copydecks ‣ Whose perspective does it represent? ‣ Where does it overlap? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights? ‣ Should we revisit/rework another artifact? 88 ?
  85. 85. Workflow Diagrams ‣ Roles (or individuals) ‣ Content types ‣ States content can be in ‣ Events that can change them ‣ Rules that govern them 89
  86. 86. Workflow Diagrams 90
  87. 87. Workflow Diagrams 91
  88. 88. Workflow Diagrams ‣ Alltogether: ‣ What roles do we have? ‣ What states does content exist in? ‣ Who can change it, when? 92 10:00
  89. 89. Workflow Diagrams ‣ At each table: ‣ Sketch out the workflow! 93 5:00
  90. 90. Workflow Diagrams ‣ Whose perspective does it represent? ‣ Where does it overlap? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights? ‣ Should we revisit/rework another artifact? 95 ?
  91. 91. Take a breather. 96
  92. 92. Meanwhile, in
 Huge-Nerd-Landia 97
  93. 93. Domain Driven Content ‣ Focus on the core “domain” ‣ Explore models in collaboration with experts and implementors ‣ Identify ‘bounded contexts’ 98
  94. 94. Domain Driven Content ‣ Focus on the core “domain” ‣ Explore models in collaboration with experts and implementors ‣ Identify ‘bounded contexts’ ‣ Speak a ‘ubiquitous language’ 98
  95. 95. “ “Dealwith large, complicated models by dividing them into different “bounded contexts” and being explicit about their interrelationships.” Eric Evans, Domain-Driven Design 100
  96. 96. “ [Develop] a language and don’t be satisfied until it flows — complete and comprehensible, made up of simple elements that combine to express complex ideas. Eric Evans, Domain-Driven Design 102
  97. 97. 103 Entity Diagram
  98. 98. 104 Entity Diagram User Personas
  99. 99. 105 Entity Diagram User Journey User Personas
  100. 100. 106
  101. 101. 106 “What do you callthe eyebrow? “What do our users callthese steps?” “I don’t think ‘datasheet’ makes sense…” “Would Edith the Editorfind this useful?”
  102. 102. No one document can describe your content completely. 107
  103. 103. No one team
 has allthe answers about your content. 108
  104. 104. Collaboration uses everyone’s workto make a better model 109
  105. 105. Questions? 110

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