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Maps, Models, and Teams

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Content modeling is a critical part of modern digital publishing projects, but too often it's treated as a specialist task rather than an opportunity for collaboration and communication. By looking at the content from each team's perspective, we can build a better understanding — for everyone.

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Maps, Models, and Teams

  1. 1. Maps, Models, and Teams Content modeling as collaboration Confab Central 2017 eaton@lullabot.com twitter.com/eaton hashtag #ccm
  2. 2. I work for Lullabot. We big content. I’m @eaton.
  3. 3. Stuff Page
  4. 4. Title Body Location Page
  5. 5. Title Price Sales Copy Photos SKU Variants Product Date Stars Text Review
  6. 6. Show content Metadata Curation tools Promotional content Standalone news Cast member A show host or recurring on-air TWiT personality Top News Breaking News globe A hub for news updates on an important tech news development Article Long-form written news coverage, potentially including other media Event Coverage globe 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 Transcript A textual transcript of a particular TWiT show episode. Tip How-To Interview Review video Unboxing Pick “Segments” break out material from episodes for easier discovery Episode video Individual (often weekly) instance of a show Show A recurring, personality-driven collection of TWiT video content
  7. 7. 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
  8. 8. But… Who should
 be in charge?
  9. 9. But… Will anyone
 actually understand?
  10. 10. But… Howwillwe
 keep it up to date?
  11. 11. Which one is the real content model?
  12. 12. “…In the Deserts ofthe West, stilltoday, there are Tattered Ruins ofthat Map, inhabited byAnimals and Beggars… On Exactitude in Science, byJorge Luis Borges
  13. 13. What is “Chicago?”
  14. 14. A map shows important things, not everything
  15. 15. Each one gives a view ofthe whole
  16. 16. “Which model is the ‘official’ one?” “Which angle are we looking at?”
  17. 17. The goal of content modeling is
 shared understanding and clear, consistent answers to content questions from allteams.
  18. 18. 1. What distinct kinds of content do we create and manage, what are their unique purposes, and how do they relate to each other?
  19. 19. 2. What individual properties make up each piece of content? What rules govern them, and where do they come from?
  20. 20. 3. How is the content organized behind the scenes, and to our consumers?
  21. 21. 4. What processes does the content go through as it’s developed, published, promoted, and maintained?
  22. 22. 5. What people and roles are responsible forthe content throughout its lifecycle?
  23. 23. 6. What goals are we trying to accomplish with the content, and what things are we measuring to track our progress?
  24. 24. No one document captures it all.
  25. 25. No one team
 has allthe answers.
  26. 26. Everyone’s artifacts can build shared understanding.
  27. 27. Entity Relationship Diagrams ‣ Types of content ‣ Clusters and groups ‣ Explicit relationships ‣ Important properties 37 Show content Advertising Metadata Curation tools Promotional content Standalone news Cast member A show host or recurring on-air TWiT personality Product A product or service mentioned or reviewed on a TWiT show or in published articles Top News Promo Standalone video created from clips of other TWiT episodes 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 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. 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
  28. 28. User Personas ‣ Access levels ‣ Content ownership ‣ Navigation needs ‣ Accessibility needs 38
  29. 29. Annotated Wireframes ‣ Priority, emphasis ‣ Content gaps ‣ Metadata, relationship needs ‣ Volume assumptions ‣ Reuse potential 39 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. Phasellus pretium 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. 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 ***** 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
  30. 30. Workflow Diagrams ‣ User roles ‣ Metadata gaps ‣ Governance gaps ‣ Staffing needs 40 Manager Writer Stakeholder Lawyer Needs/gap analysis, assignment First and subsequent drafts Draft In Review Approved Translated Live Editing and submission Review, then vote on readiness Translator Translate and localize Schedule or publish Review every 90 days Reject or Approve Minor Changes Major Changes Archived Review, vote to preserve or delete Reject or Approve Out of date, Irrelevant Rejected Approved
  31. 31. Journey Maps 41 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
  32. 32. Journey Maps ‣ Distribution channels ‣ Segmenting metadata ‣ Goals and metrics ‣ Audit criteria 41 Curiosity Evaluation Purchase Web Social Print Sponsored Sponsored Ads Unboxing Reviews Reviews Coupons Product Desc Box Copy
  33. 33. Journey Maps ‣ Distribution channels ‣ Segmenting metadata ‣ Goals and metrics ‣ Audit criteria 41 Curiosity Evaluation Purchase Web Social Print Sponsored Sponsored Ads Unboxing Reviews Reviews Coupons Product Desc Box Copy
  34. 34. With each artifact, ask: ‣ Whose perspective does it represent? ‣ Where does it overlap with the others? ‣ Are we using different words forthe same thing? ‣ Does it reveal oversights in other artifacts? ‣ Should we revisit/rework another one?
  35. 35. Meanwhile, in
 Huge-Nerd-Landia
  36. 36. Domain Driven Content ‣ Expert/Builder collaboration ‣ Bounded context ‣ Shared language
  37. 37. “ “Dealwith large, complicated models by dividing them into different “bounded contexts” and being explicit about their interrelationships.” Eric Evans, Domain-Driven Design
  38. 38. “ [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
  39. 39. 47 Marketing
  40. 40. 48 Marketing Tech
  41. 41. 49 Marketing Design Tech
  42. 42. 50
  43. 43. 50 “What do you callthe eyebrow? “What do our users callthese steps?” “I don’t think ‘datasheet’ makes sense…”
  44. 44. 50 “What do you callthe eyebrow? “What do our users callthese steps?” “I don’t think ‘datasheet’ makes sense…”
  45. 45. No one document is the content model…
  46. 46. …But all ofthem get us closer to it.

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