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Evolving the New Content Order: The rapidly changing multichannel, multimodal content landscape.

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We are at a critical moment in history, with knowledge bursting at the seams of our organizations. Many of us still struggle to manage numerous modes of omnichannel content engagement: published, interactive, and automated. The solution requires vision to move towards a new order of content intelligence encompassing our organization’s entire knowledge graph. Join Cruce Saunders as he explores the new content stack, and how to future-proof content assets to meet the demands of ever-evolving customer experiences.

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Evolving the New Content Order: The rapidly changing multichannel, multimodal content landscape.

  1. 1. @mrcrucesimplea.com
  2. 2. @mrcrucesimplea.com Presented by: Cruce Saunders Founder, Principal, Content Engineer at [A] - simplea.com Hi, I’m Cruce. I am a content engineer. I love intelligent content.
  3. 3. @mrcrucesimplea.com American Writers Museum 180 N Michigan Ave, Chicago, IL 60601
  4. 4. @mrcrucesimplea.com 1. Content Moves 2. Engineering for the New Content Stack 3. Towards Content Intelligence 4. Introducing the Master Content Model 5. Building the Master Content Model 6. The Power of Structure AGENDA
  5. 5. @mrcrucesimplea.com Distributed Experienced Client profile Client segments 5+ content types 1,000+ content items 2+ publishing channels [A] MAKES SMART ORGANIZATIONS EVEN SMARTER Federal and state governments Association and nonprofit Healthcare Financial services Publishing and Education Large enterprises Contact simplea.com info@simplea.com 512-646-2100 35+ [A]gents 300+ Engagements -Master Content Models -Content Measurement and Valuation -Digital Change Management -Consulting and Training -Engineering Content -CMS and CEM integration -Multichannel Publishing -Personalization and Marketing Automation Focus TAXONOMY METADATA MICRODATA MODEL SCHEMATOPOLOGY Engineering Content Intelligence
  6. 6. @mrcrucesimplea.com CONTENT MOVES
  7. 7. @mrcrucesimplea.com Content Matters Content is everything that a company is, knows, and does. This is valuable. It is what we grow from.
  8. 8. @mrcrucesimplea.com Content Has Value This content had cost to create, and much of it still has value to us, our customers, our employees, and our partners. A one-time cost of creation Multiple channels of distribution Increasing ROI Decreasing effective cost during lifespan
  9. 9. @mrcrucesimplea.com Channels are evolving fast, too. Customer experience channels are expanding at an increasing rate
  10. 10. @mrcrucesimplea.com New Amazon Devices - September 2017
  11. 11. @mrcrucesimplea.com New Google Devices - October 2017
  12. 12. @mrcrucesimplea.com ...and most of them are voice interfaces More than a dozen new devices from Google and Amazon within the last two months...
  13. 13. @mrcrucesimplea.com We Search, We Find ...will use a virtual assistant at least once a month in 2017.*Worldwide.
  14. 14. @mrcrucesimplea.com According to Gartner, chatbots will power 85 percent of all customer service interactions by the year 2020.
  15. 15. @mrcrucesimplea.com Rise of Chatbots: A look toward 2020 The voice-powered bot market will grow from As recently reported in Forbes, half of all searches will be voice searches by 2020.
  16. 16. @mrcrucesimplea.com Soul Machines assistant avatar, Nadia, voiced by Cate Blanchett Mastercard FB Messenger Chatbot Amazon Echo with Alexa Voice-Driven Assistant
  17. 17. @mrcrucesimplea.com ENGINEERING FOR THE NEW CONTENT STACK
  18. 18. @mrcrucesimplea.com The really old content stack
  19. 19. @mrcrucesimplea.com Then the web came along... It was pretty easy.
  20. 20. @mrcrucesimplea.com But the landscape has quickly evolved...
  21. 21. @mrcrucesimplea.com Published Mode
  22. 22. @mrcrucesimplea.com Interactive Mode
  23. 23. @mrcrucesimplea.com Automated Mode
  24. 24. @mrcrucesimplea.com The new content stack
  25. 25. @mrcrucesimplea.com The three Modes of content
  26. 26. @mrcrucesimplea.com Content is evolving, fast.
  27. 27. @mrcrucesimplea.com CHATBOTS AI CONSUMERS PDF INDESIGN EBOOKS CONTACT CENTER EMBEDDED HELP PRINT MOBILE KNOWLEDGE MANAGEMENT LMS SEARCH SYNDICATION EMAIL CRM MARKETING AUTOMATION WEB MICROSITES SUBSITES LANDING PAGES PORTALS GOOGLE RICH SNIPPETS FACEBOOK OPENGRAPH More destinations for assets
  28. 28. @mrcrucesimplea.com Before a content intelligence system (status quo)
  29. 29. @mrcrucesimplea.com Content Problems For most companies, content is unstructured and siloed at best, and completely inaccessible at worst.
  30. 30. @mrcrucesimplea.com TOWARDS CONTENT INTELLIGENCE
  31. 31. @mrcrucesimplea.com Grow content intelligence using a Lean mindset
  32. 32. @mrcrucesimplea.com How does the content model flex to accommodate all the targeting and reuse cases? How can we minimize content copy and paste but maximize distribution and reuse? How does content transit from CMS to our mobile app, chatbot, and other channels? How do we tie related content together with taxonomy and metadata? How do we structure content for search impact and discoverability?
  33. 33. @mrcrucesimplea.com Our content must know more than what it looks like. It must know what it is and why it matters.
  34. 34. @mrcrucesimplea.com Metadata shapes delivery.
  35. 35. @mrcrucesimplea.com REDUCE ● Latency ● Redundancy ● Friction Increase Content Throughput INCREASE ● Connections ● Consistency ● Coherence
  36. 36. @mrcrucesimplea.com After a content intelligence system (a new order)
  37. 37. @mrcrucesimplea.com Content intelligence improves throughput
  38. 38. @mrcrucesimplea.com All content ROI emerges from motion: content that flows between producers, humans, or robots. Content in motion is content that matters
  39. 39. @mrcrucesimplea.com BUILD EVERYTHING TOWARDS A CONTENT API
  40. 40. @mrcrucesimplea.com API FIRST
  41. 41. @mrcrucesimplea.com MODEL FIRST (AFTER STRATEGY)
  42. 42. @mrcrucesimplea.com INTRODUCING THE MASTER CONTENT MODEL
  43. 43. @mrcrucesimplea.com Content modeling opens the door to using content in multiple modes.
  44. 44. @mrcrucesimplea.com Build the master content model first. The authoring schemas follow the master.
  45. 45. @mrcrucesimplea.com Benefits of master content model Rallying Point MCM gets everyone onto the same page, literally ● Catalyst ● Center of gravity ● Common point of reference
  46. 46. @mrcrucesimplea.com Benefits of master content model Efficiency Gains MCM ensures content moves easily throughout an organization's multiple systems ● Optimizes shared resources ● Lowering cost of management ● Coordinate team efforts cleanly
  47. 47. @mrcrucesimplea.com Benefits of master content model Market Leadership, Flexibility, and Agility An MCM puts organizations in front of the curve ● Enables content experiences with greater reach ● Open the doors to content personalization ● Provides a platform for syndication, amplification ● Adds content dimension and intelligence ● Improve market agility
  48. 48. @mrcrucesimplea.com Benefits of master content model Improve Quality Everywhere MCM enables levels of content quality never before possible ● Streamlined quality management ● Single point of leverage ● Author workload distribution ● Continuous validation ● Consistency in technology behavior
  49. 49. @mrcrucesimplea.com BUILDING THE MASTER CONTENT MODEL
  50. 50. @mrcrucesimplea.com What is a Master Content Model? What does it look like & why is it important? A single model that defines how all content assets will be structured throughout the complete content lifecycle
  51. 51. @mrcrucesimplea.com What is a Master Content Model? What does it look like & why is it important? A content model is focused on structure. It accommodates semantics and facilitates the creation, exchange and utilization of semantic value.
  52. 52. @mrcrucesimplea.com What is a Master Content Model? What does it look like & why is it important? Content Relationship Diagram showing: ● Major Content Types ○ Highlighting inheritance and composition relationships ● Content Lifecycle Process ○ Highlighting Key Scenarios ● Identification of Actors (Organization and Customers) ○ Highlighting Key Tasks
  53. 53. @mrcrucesimplea.com What is a Master Content Model? What does it look like & why is it important? Content Type Definitions ● Spreadsheets itemizing: ○ Metadata and content elements for each content type ○ Reuse relationships with other types and building blocks For example: ○ Paragraph model ○ Table model
  54. 54. @mrcrucesimplea.com The Components of the Master Content Model
  55. 55. @mrcrucesimplea.com *Other schemas may also apply, e.g. DITA maps
  56. 56. @mrcrucesimplea.com Microdata attributes also appear in columns in the content model, appended to the main elements
  57. 57. @mrcrucesimplea.com Enhance with social sharing variants
  58. 58. @mrcrucesimplea.com Social sharing microdata reflected in markup
  59. 59. @mrcrucesimplea.com Add chatbot elements for intents, responses
  60. 60. @mrcrucesimplea.com Append schema mappings to elements *Check out the new pending schema.org Speakable Specification
  61. 61. @mrcrucesimplea.com Add personalization variants, if any
  62. 62. @mrcrucesimplea.com Add email marketing variants, if any
  63. 63. @mrcrucesimplea.com *Other schemas may also apply, e.g. DITA maps
  64. 64. @mrcrucesimplea.com STRUCTURE SUPPORTS EFFICIENCY
  65. 65. @mrcrucesimplea.com Building one involves a lot of typing and cut and paste. Channels are the future...and yet:
  66. 66. @mrcrucesimplea.com We need DRY content, not WET content
  67. 67. @mrcrucesimplea.com DRY Content Don’t repeat yourself Dump redundancy, yo! Do reuse, y’all DRY
  68. 68. @mrcrucesimplea.com WET Content Write everything twice Waste everyone’s time We enjoy typing WET
  69. 69. @mrcrucesimplea.com Unstructured Content Blobs without context or metadata
  70. 70. @mrcrucesimplea.com Intelligent content engineered with structure, schema, metadata, microdata, taxonomy Structured Content
  71. 71. @mrcrucesimplea.com The Continuum of Content INTELLIGENT STRUCTURED UNSTRUCTURED SEMISTRUCTURED
  72. 72. @mrcrucesimplea.com STRUCTURE SUPPORTS AI
  73. 73. @mrcrucesimplea.com Content is the beating heart of cognition. AI starts with content. And ends with content.
  74. 74. @mrcrucesimplea.com INPUT HIDDEN OUTPUT Machine Learning uses many nodes of content to generate smart outputs
  75. 75. @mrcrucesimplea.com STRUCTURE SUPPORTS PERSONALIZATION
  76. 76. @mrcrucesimplea.com Ingredients for Real-time Omnichannel Personalization at Scale ● Structured content ● Taxonomy and Metadata ● User accounts ● Roles and segments ● Rules ● Session data on platform ● Session scoring
  77. 77. @mrcrucesimplea.com STRUCTURE SUPPORTS CHATBOTS
  78. 78. @mrcrucesimplea.com We need to unlock the chatbot INSIDE our CMS
  79. 79. @mrcrucesimplea.com Chatbot Workflow CUSTOMER OUR APP/BOT/DEVICE CHATBOT PLATFORM OUR CONTENT INFRASTRUCTURE WEB PRESENTATION INTENTACTIONABLE DATA QUERYINPUT METHODS OUTPUT METHODS
  80. 80. @mrcrucesimplea.com STRUCTURE SUPPORTS TEAMS
  81. 81. @mrcrucesimplea.com Content reuse needs both the Content Strategist & the Content Engineer
  82. 82. @mrcrucesimplea.com Content Strategy Content Engineering Intelligent Content Takes Teamwork
  83. 83. @mrcrucesimplea.com Now, content can flow!
  84. 84. @mrcrucesimplea.com WRAP UP
  85. 85. @mrcrucesimplea.com AI is the new UI We will TALK with a lot of our content. AI is becoming the new User Interface (UI). Lots of content discovery will start with mobile, voice-based, AI-mediated questions.
  86. 86. @mrcrucesimplea.com AI is the new IA, too AI is also becoming the new Information architecture. IA, the way a user gets around our digital properties, will be optimized in real-time by AI based on the in-session content interaction data. Bespoke, fluid experiences will become the new normal.
  87. 87. @mrcrucesimplea.com Dumb content will be dumped content We will grow less patient with dumb content. We will expect it to be smart, available in multiple forms, and personalized for our needs. Dumb, single channel content will receive less and less mindshare from anyone or any-bot.
  88. 88. @mrcrucesimplea.com Don’t let other robots take over (our customers) Organizations should not play chicken with the future. Invest in engineering content now before competitors’ robots steal customer mindshare.
  89. 89. @mrcrucesimplea.com Start with a Model First mindset The evolution towards intelligent content depends on orchestrating authoring, management, and publishing with a Master Content Model. The Model exists independent of technology.
  90. 90. @mrcrucesimplea.com
  91. 91. @mrcrucesimplea.com Cruce Saunders Founder, Author, Content Engineer [A] - simplea.com Follow: @mrcruce Contact: c@simplea.com
  92. 92. @mrcrucesimplea.com Request Resource Guide Visit: simplea.com/bots Follow: @simpleAteam & @mrcruce

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