1.
noz.urbina@urbinaconsulting.com
#LavaCon
Multi-Dimensional Content Strategy
@nozurbina
Founder &
Content Strategist
Urbina Consulting
A plan for dodging
the oncoming train
img source: Andrew Gray, bit.ly/1CuwdFP

2.
@nozurbinaMe (Noz Urbina)
Content strategist
Consultant/trainer
Author
urbinaconsulting.com

3.
@nozurbina
Select Projects
10 points to help you decide if you’re a match with Urbina Consulting:
urbinaconsulting.com/about-you
horizontal
vertical

4.
@nozurbinaContent strategy
• Right content
• Right format
• Right language
• Right time
CS

5.
@nozurbina
We’re in a world of constantly
accelerating change

6.
@nozurbina
How do you keep up?

7.
Organisational adoption
Mass user adoption
Keeping up
:(If you wait for mass adoption a format or channel, you’re permanently behind
– by definition

8.
@nozurbina
How do you keep up?

9.
10
You don’t
http://www.flickr.com/photos/simpleskye/9176010952

10.
11
http://www.flickr.com/photos/simpleskye/9176010952
In an age of
constantly
accelerating
change, a
keep up
strategy is a
failure
strategy

11.
@nozurbina
We need to start anticipating
the future

12.
@nozurbina
But it’s hard.
We mould our vision
of the future using
today’s parameters
Robert Tinney's cover for the April 1981 “Byte magazine”, from Internet Archive. ti.me/1BBOQmZ

13.
@nozurbinaOnline was mono-directional
http://bit.ly/nbigbadweb

14.
@nozurbinaBirth of online identity
User name
Company
Email
Password
Confirm Password
The medium started accepting input

15.
@nozurbinaBirth of online identity
Register
@

16.
@nozurbina
Internet
The great democratiser
The #1 most followed
account, with 49M
(3.3x more)…
CNN (@cnnbrk) is the
most followed news
org on twitter, with
15M followers (#35)
…@katyperry
Stats: http://bit.ly/twtop100
http://xaxor.com/funny-pics/funny-katy-perrys-crazy-outfits.html/attachment/katy-perry-crazy-outfits12

17.
The public now touches
metadata every day

18.
"Aggregated
metadata can
be more
revealing
than
content.“
– J. Kirk
Wiebe & Bill
Binney
"Not looking
at content...
sifting
through
metadata“
– Barak
Obama

19.
@nozurbinaGoogle nGrams (word frequency charts)

20.
@nozurbinaGoogle nGrams (word frequency charts)
Epistemology isn’t a “web
word”

21.
@nozurbina
Metadata is now hotter
than pornography
Google nGrams (word frequency charts)

22.
All media work us
over completely...
they leave no part
of us untouched,
unaffected,
unaltered.
– Marshal McLuhan, Media is
the Massage*, 1960
(coined the term “global village”…
*Yes, ‘Massage’. Google it.)
WE ARE REACHING
A TIPPING POINT

23.
We once
couldn’t map
3D to 2D

24.
Don Yang, 950s Raphael, 1510
Then we got it.
And it spread
globally.

25.
@nozurbinaWe (still) conceive content in 2D

26.
@nozurbinaCustomer experience is 4D
1. Length
2. Width
3. Depth
– “Drill down”
– Progressive disclosure
– Multi-asset relationships /
references
– Search/Social
4. Time
– Dynamic, real-time content
– Audience/context-specific content
12
3
6
9

27.
@nozurbinaWe (still) conceive content in 2D

28.
@nozurbinaCustomer experience is 4D
“I want an answer
now, please!”
(Oct 15, 2014. 2:35 pm)
Planning, structures and
strategies have to be time
and depth aware

29.
@nozurbinaTwitter in a 4D paradigm
• More metadata = more perspectives

30.
SEMANTIC CONTENT
MODELLING
Making content adaptive

31.
@nozurbinaTraditional Content
Traditional content is marked with semantics
on the blob/block-level

32.
@nozurbinaAdaptive content
Embedding specific semantics & structure in our content
enables contextually-appropriate and seamless online/offline
experiences
12
3
6
9
12
3
6
9

33.
A TRUE STORY
The full article series on adaptive content:
bit.ly/ac-articles-nu
34 - Urbinaconsulting.com @nozurbina

34.
35
We went to a local wine
tasting

35.
36
They had tablets on the
tables where we browsed
the corporate site

36.
37
My partnered asked: “If I add
a product to my basket, will
they add it to our bill and
have it ready to pick up when
we leave?”

37.
38
No.The site didn’t work that
way.The content had no
sense of it’s time and space.
But it should have.

38.
TRADITIONAL CONTENT MODEL
39

39.
40

40.
ADAPTIVE CONTENT MODEL
41

41.
Info Product
(map, deliverable, document…)
Assembly
(Collections,Topic Group, Libraries,
ChapterMap, Chapter)
Module
(topic, article…)
Fragment
(block, container, para, section…)
Inline
(element/tag)
Relationships
Different 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

42.
43
A richer model
could have
adapted to the
context

43.
44
A richer model
could have
mapped to
various outputs

44.
4D content / red thread
Marketing layer
???
Techcomm
Training overviews?
Support Knowledge?
New materials?
Social layer
Reuse where
possible, and link
with tagging,
relationships, CTAs.

45.
Content Models OutputsUsers
Him
Her
USB
gadget
buyers
Putting it together
Scenarios
12
3
6
9

46.
@nozurbina
Product Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet (Print)
The content model is the
backbone of adaptive,
cross-media, omnichannel
content strategies
Google
Glass

47.
@nozurbinaContent
12
3
6
9
Product layout
Model Output
@audience=“usb”
@audience=“him”
Models make your
content programmable
for maximum relevance

48.
TELL UNIFIED STORIES
Making good on the reuse promise

49.
@nozurbinaStories Unaware
Recognize
Educate
Compare
Select
Configure
/ Train
Use
Support
Content
Models
Outputs
Users
Scenarios
Map your various
assets to the
stages of your
relationships
Article: bit.ly/ac-how2

50.
@nozurbinaWhat content when?
• Go through the 5Ws, thoroughly:
– Who, what, when, where, why
• Establish adapting rules for your
matrix of content
– Scenario and Output columns
Article: bit.ly/ac-how2

51.
@nozurbinaContent modelling
52 - Urbinaconsulting.com @nozurbina
Content modelling is hard.We’re flattening
structures that are actually very layered in
time and depth.
But we have no choice.

52.
From today to tomorrow
Static content and
layouts
 Same content for everyone.
 Layouts must be crafted for each device and channel.
Responsive web
design
 Same content for everyone.
 Web layouts suit the device being used.
 Print, apps, or anything not web is not handled.
Adaptive content  Content contains variations that allow it to be delivered differently for
different scenarios.
 Can be fed into responsive web layouts.
 Print, apps, and other materials can leverage the same adaptive
source content.
Dynamic contextual
personalization
 Adaptive content is manipulated and delivered to suit the user
context, optimizing for both consumers' goals and the device.

53.
@nozurbinaBenefits of adaptive content modelling
• Removes boundaries imposed by static
publications
• Encourages modular approach to content
authoring
• Enables new relationships among content
objects
• Meets the growing demands of customers to
get the content they need

54.
Structural
semantic model
of “store”
content type
Create
Semantically
structured
content
instance
“Store”
instance
Transform
Map model to
Schema.org
metadata
Store.html
Specific
answer
Index
(Engine)
Your tools or
3rd Party, e.g.
Google
Persistent
metadata!

55.
Perspective shift
“Overt selling has given way to problem
solving. Sweeping statements have given way to
conversation-like messages.”
—Robert Rose, Chief Strategist, Content Marketing Institute
Image: Moyan Brenn

56.
@nozurbinaWhen do I stop tagging?
• When you can’t think of a probable user benefit, now or
in future
–It’s your job to judge ‘probable’
–There is no right answer, and no model is forever
–It’s design. Design iterates and improves over time
58 - Urbinaconsulting.com @nozurbina

57.
@nozurbinaToo deep/shallow? Which is worse?
• Shallow.
–You can always roll back from too deep.Too shallow is a missed
opportunity.
• Limit depth according to your budget/tools, not your business
needs or your users.
59 - Urbinaconsulting.com @nozurbina

58.
@nozurbinaHow do I explain this to colleagues?
• Do audience analysis on them
• Build you bag of tricks and messages that make sense for them
– Some will get it only after a demo or prototype
– Some want spreadsheets of ROI
– Others want case studies they can relate to
• Adapt the content you use to persuade different types of
stakeholders
60 - Urbinaconsulting.com @nozurbina

59.
@nozurbinaPitfalls to Avoid
• Don’t forget you’re no longer making ‘it’, you’re making ‘them’
• It’s a specialised work. Make sure to get the right skills
• Structured content is much more appropriate
• Sometimes lots of hoops to jump through to get a server set
up in the IT infrastructure

60.
@nozurbina
Don’t hitch your
wagon to a dinosaur
If your manager can’t
adapt. It’s both of your
careers on the line!

61.
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?)

62.
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