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TM
Architecting your
Content for the
Unknown Consumer
05.10.16
Richard Jones, Technical Director
eZ Conference, Paris 2016
TM
Richard Jones
Technical Director
Inviqa Content Practice
Content, Commerce, Innovation
Your customer’s behaviour is
changing faster than you are
TM
You need to keep pace with
requirements you may not
even be aware of
TM
Being Prepared
Why today’s web is unpredictable
What’s likely to change
How you can be ready now
TM
Desktop
Tablet
Mobile
Native application
The Known Consumer
TM
By definition:
Anything you are testing for
Assume everything else is 

unknown
The Known Consumer
“Internet of Things”
Defining the IoT
Headline devices
Smart Refrigerators
Household domestic appliances
Outside the headlines
Media
Advertising
Billboards
Outside the headlines
Environmental monitoring
Infrastructure management
Manufacturing
Energy Management
Medical and Healthcare
Outside the headlines
Consumer
Wearable
Quantified Self
Smart Retail
5.5 million new things get
connected to the internet
each day (Gartner)
How many of these are
content consumers?
Vodafone:
Store kiosks driven
from central content
repository
Realtime Data
Using realtime data to
power applications
Amazon Echo:
A revolutionary
content consumer
Some future gazing…
Some content dates quickly
What if you could correct at source?
Could content save a life?
A Smart device could
check for itself if it had
been recalled
Always up to date
A self driving car could
consume many types of
content to improve its
abilities
How we present this data is the key
Software is not good at interpreting
meaning
Unstructured vs Structured Data
Use of structured data for other purposes
How do we support these unknown
consumers?
Much people still thinks in the “page” model
Pages may have semantic elements
At best these are signals for interpretation
The Web as Pages
We need a Content Management System
to allow us to move beyond “page”
thinking
Beyond the Page
Content model and structure
Delivery / Access mechanism
Beyond the page
Content creators need to think beyond
pages
Relinquish control of layout
Challenges
A debate well covered elsewhere
aka Battle for the Body Field
A conversation that is still ongoing
Blocks vs Chunks
Also a well covered topic
Very relevant to our scenarios
The use case for context specific content is
valid here
Adaptive vs Responsive
Do we want to?
Open Data
Paid API access
Metered API access
Business Models
Value added service
Offer content in a usable format
Business Models
How do we get there?
Structure the content model
Expose content using a documented API
Steps to Prepare
Conceptually can start quite simple
Complexity tends to escalate as you work
through the relationships
The Content Model
Example
Article
•Headline
•Body
•Image
Architecting Your Content For the Unknown Consumer
Content Model theory
Object Oriented Programing
Well understood in the computer science
world
Some principles could be applied to
content modelling
Comparing to OOP
Objects which may contain data in the
form of fields
Code in the form of methods
Single responsibility principle
Interface segregation principle
Definition
A content type should be as simple as
possible
It should be for one purpose only
Do not assume dependencies that may not
be present
A field should have one clear purpose
Loose interpretation
How do we get to the content
model?
Different roles have different relationships
with the content
Engaging with all the voices helps us build
a complete content model
Content Workshops
The importance of invisible data
Metadata
Taxonomy
Relationships
Types of Invisible Data
Organisation specific taxonomy
with an unknown audience - open
standards are better
Examples of Metadata
Organisation specific taxonomy
with an unknown audience - open
standards are better
GS1 Smart Search
Data always beats judgement
No matter how long you’ve been in the
industry
No matter how well you know your
products
Intuition is not a science
Examining Relationships
Camera publication
Taxonomy Example
Niche Camera publication
Taxonomy Example
Content Modelling Antipatterns
Content types that provide nothing in
isolation
“Signposts”, “Jumps”, “Shortcuts”
Non-Content Content
Instead use alternative views of the
referenced content:
e.g. Teasers, List view
Non-Content Content
A content type that covers multiple use
cases
Violates the single responsibility principle
Reluctance to have multiple content types
leads to a monster content type
Godzilla Content Type
Instead:
Don’t be afraid to have more smaller
content types
Consider relationships
Think carefully about single responsibility
Godzilla Content Type
Using a field name that doesn’t make
immediate sense to the editor
Fields that are used for different things in
difference scenarios
Lead to loss of structure
Field Ambiguity
Instead: Agree clear naming with all
content stakeholders
Create clear guidelines / help text.
Field Ambiguity
Fields that are not really content
Designed to affect the layout of the “page”
via template logic
Logic Fields
Don’t mix layout with content
The application theme layer can handle
this for you.
Logic Fields
What Next?
Use a CMS with a good Content
Model Toolset
Educate Stakeholders regarding the
benefits of structured content
Split content from design
Handle creative objections early
Spend time on the content model
Allow more time that you think you need
Focus on the future - and abstract
Simplify the design - leave no room for
interpretation
Consistency of fields - eg date formats
Content Model
Think through all possible relationships
Break content into the smallest possible
pieces
Hold the smallest amount of formatting
possible
Content Model
Future proof your content
Ensure portability
Embrace the unknown and
create a legacy
TM
Questions?

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Architecting Your Content For the Unknown Consumer