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@mrcrucesimplea.com

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@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.

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@mrcrucesimplea.com
American
Writers
Museum
180 N Michigan Ave,
Chicago, IL 60601

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@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

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@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

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@mrcrucesimplea.com
CONTENT
MOVES

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@mrcrucesimplea.com
Content Matters
Content is everything that a
company is, knows, and does.
This is valuable.
It is what we grow from.

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@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

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@mrcrucesimplea.com
Channels are evolving fast, too.
Customer
experience
channels are
expanding at an
increasing rate

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@mrcrucesimplea.com
New Amazon Devices - September 2017

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@mrcrucesimplea.com
New Google Devices - October 2017

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@mrcrucesimplea.com
...and most of them are voice interfaces
More than a dozen
new devices from
Google and Amazon
within the last two
months...

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@mrcrucesimplea.com
We Search, We Find
...will use a virtual assistant at
least once a month in 2017.*Worldwide.

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@mrcrucesimplea.com
According to
Gartner, chatbots
will power 85
percent of all
customer service
interactions by the
year 2020.

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@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.

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@mrcrucesimplea.com
Soul Machines assistant avatar,
Nadia, voiced by Cate Blanchett
Mastercard
FB Messenger
Chatbot
Amazon Echo
with Alexa
Voice-Driven
Assistant

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@mrcrucesimplea.com
ENGINEERING
FOR THE NEW
CONTENT STACK

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@mrcrucesimplea.com
The really old content stack

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@mrcrucesimplea.com
Then the web came along...
It was pretty easy.

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@mrcrucesimplea.com
But the landscape has quickly evolved...

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@mrcrucesimplea.com
Published Mode

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@mrcrucesimplea.com
Interactive Mode

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@mrcrucesimplea.com
Automated Mode

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@mrcrucesimplea.com
The new
content
stack

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@mrcrucesimplea.com
The three
Modes
of content

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@mrcrucesimplea.com
Content is evolving, fast.

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@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

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@mrcrucesimplea.com
Before a content intelligence system (status quo)

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@mrcrucesimplea.com
Content Problems
For most companies,
content is unstructured and siloed at best,
and completely inaccessible at worst.

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@mrcrucesimplea.com
TOWARDS
CONTENT
INTELLIGENCE

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@mrcrucesimplea.com
Grow content intelligence using a Lean mindset

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@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?

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@mrcrucesimplea.com
Our content must know
more than what it looks
like. It must know what it
is and why it matters.

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@mrcrucesimplea.com
Metadata shapes delivery.

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@mrcrucesimplea.com
REDUCE
● Latency
● Redundancy
● Friction
Increase Content Throughput
INCREASE
● Connections
● Consistency
● Coherence

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@mrcrucesimplea.com
After a content intelligence system (a new order)

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@mrcrucesimplea.com
Content intelligence improves throughput

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@mrcrucesimplea.com
All content ROI emerges
from motion: content that
flows between producers,
humans, or robots.
Content in motion is content that matters

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@mrcrucesimplea.com
BUILD
EVERYTHING
TOWARDS A
CONTENT API

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@mrcrucesimplea.com
API FIRST

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@mrcrucesimplea.com
MODEL FIRST
(AFTER STRATEGY)

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@mrcrucesimplea.com
INTRODUCING
THE MASTER
CONTENT
MODEL

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@mrcrucesimplea.com
Content modeling opens the door to using
content in multiple modes.

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@mrcrucesimplea.com
Build the master content model first. The
authoring schemas follow the master.

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@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

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@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

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@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

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@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

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@mrcrucesimplea.com
BUILDING
THE MASTER
CONTENT MODEL

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@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

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@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.

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@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

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@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

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@mrcrucesimplea.com
The Components of the Master Content Model

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@mrcrucesimplea.com
*Other schemas
may also apply,
e.g. DITA maps

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@mrcrucesimplea.com
Microdata attributes also appear in columns in the
content model, appended to the main elements

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@mrcrucesimplea.com
Enhance with social sharing variants

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@mrcrucesimplea.com
Social sharing microdata reflected in markup

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@mrcrucesimplea.com
Add chatbot elements for intents, responses

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@mrcrucesimplea.com
Append schema mappings to elements
*Check out the new pending schema.org Speakable Specification

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@mrcrucesimplea.com
Add personalization variants, if any

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@mrcrucesimplea.com
Add email marketing variants, if any

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@mrcrucesimplea.com
*Other schemas
may also apply,
e.g. DITA maps

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@mrcrucesimplea.com
STRUCTURE
SUPPORTS
EFFICIENCY

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@mrcrucesimplea.com
Building one involves a lot
of typing and cut and paste.
Channels are the future...and yet:

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@mrcrucesimplea.com
We need DRY content, not WET content

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@mrcrucesimplea.com
DRY Content
Don’t repeat yourself
Dump redundancy, yo!
Do reuse, y’all
DRY

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@mrcrucesimplea.com
WET Content
Write everything twice
Waste everyone’s time
We enjoy typing
WET

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@mrcrucesimplea.com
Unstructured
Content
Blobs without
context or metadata

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@mrcrucesimplea.com
Intelligent content
engineered with
structure, schema,
metadata, microdata,
taxonomy
Structured
Content

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@mrcrucesimplea.com
The Continuum of
Content INTELLIGENT
STRUCTURED
UNSTRUCTURED
SEMISTRUCTURED

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@mrcrucesimplea.com
STRUCTURE
SUPPORTS AI

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@mrcrucesimplea.com
Content is the beating
heart of cognition.
AI starts with content.
And ends with content.

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@mrcrucesimplea.com
INPUT HIDDEN OUTPUT
Machine Learning uses
many nodes of content to
generate smart outputs

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@mrcrucesimplea.com
STRUCTURE
SUPPORTS
PERSONALIZATION

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@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

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@mrcrucesimplea.com
STRUCTURE
SUPPORTS
CHATBOTS

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@mrcrucesimplea.com
We need to unlock the chatbot INSIDE our CMS

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@mrcrucesimplea.com
Chatbot Workflow
CUSTOMER OUR APP/BOT/DEVICE CHATBOT PLATFORM OUR CONTENT INFRASTRUCTURE
WEB
PRESENTATION
INTENTACTIONABLE
DATA
QUERYINPUT METHODS
OUTPUT METHODS

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@mrcrucesimplea.com
STRUCTURE
SUPPORTS
TEAMS

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@mrcrucesimplea.com
Content reuse needs both the
Content Strategist & the Content Engineer

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@mrcrucesimplea.com
Content Strategy Content Engineering
Intelligent Content Takes Teamwork

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@mrcrucesimplea.com
Now, content can flow!

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@mrcrucesimplea.com
WRAP UP

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@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.

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@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.

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@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.

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@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.

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@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.

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@mrcrucesimplea.com

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@mrcrucesimplea.com
Cruce Saunders
Founder, Author, Content Engineer
[A] - simplea.com
Follow: @mrcruce
Contact: c@simplea.com

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@mrcrucesimplea.com
Request Resource Guide
Visit: simplea.com/bots
Follow: @simpleAteam & @mrcruce