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Content modeling detroitcs_meetup_9.14.2016

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An introduction to content modeling, for the Detroit Content Strategy meetup at Doner, September 15, 2016.

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Content modeling detroitcs_meetup_9.14.2016

  1. 1. Metro Detroit Content Strategy Meetup September 15, 2016 1
  2. 2. 1. Introductions 2. The basics 3. Activity 4. Content model applications 2
  3. 3. It’s really not that hard. 3
  4. 4. Content modeling is the practice of analyzing and using the underlying structures of your content to create more efficient and effective content systems. Leads the way to:  Structured content  Intelligent content  Personalized content 4
  5. 5. 5 Source: http://alistapart.com/article/content-modelling-a- master-skill
  6. 6. Source: http://alistapart.com/article/strategic-content-management 6
  7. 7. Source: http://www.cmsmyth.com/2015/11/connecting-the-content-model-personalizations-rosetta-stone/ 7
  8. 8. Content models are composed of content types, and the relationships between them. Content types are composed of content elements. 8
  9. 9.  Content element  Content element  Content element  Content element  Content element 9 Content type: a meaningful, potentially reusable grouping of content elements, independent of presentation. Example: A recipe Content element: a single part of a content chunk that, together with other content elements, make a content type. Example: recipe name, ingredients, serving time, procedure Content Type
  10. 10. Little content type, who made thee? 10
  11. 11. 1. Existing forms Blog FAQ Glossary definition Listicle 11
  12. 12. 12 • 37 studio albums • 522 original songs • “Like a Rolling Stone” named best song of all time … by Rolling Stone. • “Blowin in the Wind” played before MLK’s “I Have a Dream Speech.”
  13. 13. 13 “I wasn’t inventing anything. I was just working within existing forms.”
  14. 14. 1. Existing forms Blog FAQ Glossary definition Listicle 2. Your unique business content 14
  15. 15. 15
  16. 16. “You can see a lot by looking.” – Yogi Berra 16
  17. 17. 1. Collect sample content.  High-use webpages  Content audits help  Training documents  Look at different channels and media (email, social, print)  Look at competitor sites, for gap analysis 2. Gather a team of know-it-alls. 3. Then comes the actual hard part… 17
  18. 18. 18Source: Exodus 14:21
  19. 19. Content Type  Content element  Content element  Content element  Content element  Content element Container/Pattern  Design element  Design element  Design element  Design element  Design element 19 Content Presentation THING
  20. 20. Content Type: Loan Product Product Name Pitch/tagline Presentation Page Header Headline Sub headline 20 Fork Module Headline Sub headline Body Button Copy Type: Mortgage Path Decision Name Path name Path description Call to Action
  21. 21. Content Content Type: Recipe Recipe Name Contributor Yield Recipe Time Image Image Source Short Description Original Source Cooking Style Rating Ingredients Presentation Design Pattern: Recipe Page Headline (H1) Author Display Recipe Essentials Image Body Copy 21
  22. 22. 22 I see content types
  23. 23. Contains 2 or more content elements Is named based on what it is, not what it looks like (“loan name” not “headline”). Can be re-used in many different forms or media 23
  24. 24. MULTI- CHANNEL PUBLISHINGHere, There, and Everywhere 24
  25. 25. Title Byline Publication attribution Yield/# of Servings Active Time Total Time Teaser Image Preparation Main Ingredients Servings Cooking/Prep Time Nutritional Information Level 25
  26. 26. Content Elements  Title  Byline  Publication attribution  Yield/# of Servings  Active Time  Total Time  Teaser  Image  Preparation  Main Ingredients  Servings  Cooking/Prep Time  Nutritional Information  Level 26
  27. 27. Content Elements  Title  Byline  Publication attribution  Yield/# of Servings  Active Time  Total Time  Teaser  Image  Preparation  Main Ingredients  Servings  Cooking/Prep Time  Nutritional Information  Level 27
  28. 28.  Mobile/Native Recipe App  Email:  “Recipe of the week” weekly email  “Send to a friend” functionality  Social:  Recipe ads on Facebook;  Send to YouTube video description  Send to interactive refrigerator/Apple Watch/  Export to print book/magazine/back of food package  Licensing opportunities: License recipe library to 3rd party 28
  29. 29. A NEW CMS/WEBSITE Who doesn’t love their CMS?! 29
  30. 30. Content Content Type: Recipe Recipe Name Contributor Yield Recipe Time Image Image Source Short Description Original Source Cooking Style Rating Ingredients Presentation Design Pattern: Recipe Page Headline (H1) Author Display Recipe Essentials Image Body Copy 30
  31. 31. You have to have a content management strategy to have a really effective content management system. 32
  32. 32. CONTENT GOVERNANCE So hot right now, amirite? 33
  33. 33.  Content libraries:  Recipes  ecommerce: product information  FAQs: Use metadata to dynamically curate  Time-bound content  Evergreen content: schedule a review x times per year  Temporary content:  Do we run this sweepstakes every year?  ArchivePlanReuseRelaunchArchive (repeat)  High-Value/Traffic v. Long-Tail  Disclaimers 34
  34. 34. “Some things you can’t unsee, bro.” -The League 35
  35. 35. 36 Car Car Model Car logo Distinguishi ng Feature Inspiration al quotation Library System Library Branch Name

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