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- 1. CONTENT MODELLING: THEART OF DESIGNING STRUCTURED CONTENT Rachel Lovinger @rlovinger & Cleve Gibbon @cleveg Sample slides from the workshop Photo by EricGjerde
- 2. 2 ©2013 All rightsreserved. INTRODUCTIONS PhotobyRohannaMertens Cleve Gibbon CTO Cognifide Rachel Lovinger Experience Director Razorfish
- 3. 3 ©2013 All rightsreserved. • ‘70s – the child of database programmer and an editor • ‘80s – student, photographer, writer, and filmmaker • ‘90s – making interactive training programs • Early ‘00s – web developer, working on presentation templates that displayed content from a CMS Today, I do content strategy as part of a User Experience department, collaborating with people from many disciplines. HOW I GOT HERE (CONTENT STRATEGIST) Rachel,Age 9
- 4. 4 ©2013 All rightsreserved. • ‘70s – hyperactive child to nightshift nurses • ‘80s – designer, come gamer, and console hacker • ‘90s – student, lecturer, modeler and UI developer • Early ‘00s – platform developer / architect building trading platforms Today, I work equally across with content and technology to create engaging platforms to better serve customers HOW I GOT HERE (CONTENT TECHNOLOGIST) Cleve,Age 6
- 5. 5 ©2013 All rightsreserved. • The content strategist uses the content model to: • Validate experience concepts & designs • Explore the needs of the content creators • Drive the development of taxonomies • Communicate the content design details to those implementing the CMS • Instruct content producers • The content technologist, uses the content model to: • Get the business to pop the content bonnet from the get go. • Bring technologists upstream into content conversations. • Engage humans in the key elements of content architecture. • Provide a visual reference point for structured content. • Paint the incomplete content picture and highlight the obvious gaps. • Drive discussions around responsive design, mobile, targeting, translation, … CONTENT MODELLING
- 6. 6 ©2013 All rightsreserved. • Part One: Background • Let’s talk about structured content • Content Modelling Overview* • Benefits of content modelling • PartTwo: Creating Content Models • Which content should be modelled? • Content types • Content properties • PartThree: Refining Content Models • Attributes vs. relationships • Chunking & assembling • Adaptability • Part Four: Putting it to Work • Responsive design • Content APIs • Meaningful structure • CMS architectures • Content architecture* WORKSHOP AGENDA * Section included
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- 9. 9 ©2013 All rightsreserved. Chart Song Album Page Artist Profile HOW DO WE GET TO STRUCTURED CONTENT? Manage content separate from display (CMS) Content Modelling Rich Metadata Image by Richard Cyganiak and Anja Jentzsch Web Standards
- 10. - Mark Boulton http://www.markboulton.co.uk/journal/structure-first-content-always Youcan create good experiences without knowing the content. What you can’t do is create good experiences without knowing your content structure.
- 11. 11 ©2013 All rightsreserved. CONTENT MODELLING IS… …structured content design. It’s both an art and a science. • The art is “designing” something that is simple, clear and relevant. • The science is “engineering” elegant structures with integrity and consistency to house sustainable content.
- 12. 12 ©2013 All rightsreserved. HOW IS IT DONE? • It’s data modelling for content (and we’ve been doing it for a long, long time within the software industry…). • Content modelling mines, defines and refines structured content. • The tangible output from content modelling are content model(s).
- 13. 13 ©2013 All rightsreserved. WHAT IS A CONTENT MODEL? A content model is a formal representation of structured content as a collection of content types and their inter-relationships. • Defines and documents all the different types of content you will have for a given project. • Provides detailed descriptions and specifications of each content type, their attributes and relationships with each one another.
- 14. 14 ©2013 All rightsreserved. HIGH LEVEL CONTENT MODEL: DIAGRAM Landscape of content types Chart Song Album Page Artist Profile
- 15. 15 ©2013 All rightsreserved. CONTENT MODEL: DIAGRAM Identify and express key content relationships
- 16. 16 ©2013 All rightsreserved. More info about the underlying data storage & specs DETAILED CONTENT MODEL: SPREADSHEET
- 17. 17 ©2013 All rightsreserved. DETAILED CONTENT MODEL: DOCUMENT Create documents using Word,Wikis, PowerPoint
- 18. 18 ©2013 All rightsreserved. • A content model helps clarify requirements and encourages collaboration between designers, developers setting up the CMS, and content creators. • Content modelling helps bring the content strategy to life while also making sure: • The designs are complete and accurate • The business user needs are taken into account • The content management solution (incl. CMS) supports the content needs • The content strategy is sustainable CONTENT MODELLING FOSTERS ALIGNMENT
- 19. 19 ©2013 All rightsreserved. MODEL THINKING Business Creative/UX Tech Content (Production, Management, Delivery) Strategy Comps Wires Specs Prototypes Architecture APIs Goals Audience Plan
- 20. 20 ©2013 All rightsreserved. • Validate designs and planned content • Identify constraints and capabilities • Influence CMS selection • Design UI customizations • Ground designs in an information model • Discuss content sources • Discuss content workflow • Pose requirements questions • Get aligned on labels • Discuss resources needed • Create training and guidelines MODELS SUPPORT DISCUSSION & DECISIONS Business Creative/UX Tech
- 21. 21 ©2013 All rightsreserved. • Content models are formal representations of structured content. • Content models should be simple, clear and relevant. • Content modelling is both art and science. • Value modelling over the model. • Use the process and the model to drive discussion and develop alignment on content across disciplines. SUMMARY
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- 23. 23 ©2013 All rightsreserved. • Which Content? – Determine which content in a design needs to be modelled • ContentTypes – Identify the various configurations of content that are distinct enough to be unique types in the system • Content Properties – Define each content type in detail • Attributes – Enumerate the content and metadata elements that make up each type • Relationships – Express how content types relate to each other COMPONENTS OF A CONTENT MODEL
- 24. 24 ©2013 All rightsreserved. Use the designs and determine which content* will be: WHICH CONTENT SHOULD BE MODELLED? CMS Display Dynamic Other
- 25. 25 ©2013 All rightsreserved. • Which types of content are different enough that they might warrant a unique structure? • Ex:Article, quiz, slideshow, recipe & event are fairly distinct. CONTENT TYPES © A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes & Noble Article Quiz Slide show Recipe Event
- 26. 26 ©2013 All rightsreserved. • Figure out the separate elements, or attributes, of each one. Think about how each segment of information will be used. • Related content items can be linked to or embedded. • Ex: Book & author each have their own page. CONTENT PROPERTIES Event Event Name Location Date & Time Event © Barnes & Noble Book Page (link) Author Page (link) Event Type
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- 28. 28 ©2013 All rightsreserved. • Attributes vs. relationships – Determine which parts of a content type are core attributes of the type, and which are relationships to other types • Chunking & assembling – Consider the decisions points around how granularly the content will be chunked, and how those chunks will be assembled • Adaptability – Further refine the model by creating additional attributes that make it easier for the content to adapt to a wide range of contexts, platforms, devices, and channels REFINING CONTENT MODELS
- 29. PART FOUR: PUTTING ITTO WORK
- 30. 30 ©2013 All rightsreserved. • Responsive Design • Content APIs • Meaningful Structure • CMS Architectures • Content Architecture PUTTING IT TO WORK
- 31. 31 ©2013 All rightsreserved. • More content through increased interactions. • Increased complexity through more experiments. • Fewer resources to manage more content. • We’re approaching the unmanaged content tipping point. • Technology not equipped to plug people/process gaps. • Mindset shift to getting content everywhere. • Immature multi-channel publishing for marketing. • No time to define and shine!
- 32. - D. KeithRobinson, Think Vitamin http://blog.teamtreehouse.com/redefining-content-management/ There are four important pieces to the content management puzzle: content, people, process and technology.
- 33. 33 ©2013 All rightsreserved. Sustainable content requires us to understand: • how best to apply technology (CM Ecosystem) • to support the processes (Workflow) • that people use to produce (Author Experience) • and consume (Customer/Service Experience) • structured content (Content Modelling). ⇒ Content Architecture is the Design Phase CONTENT ARCHITECTURE
- 35. 35 ©2013 All rightsreserved. CONTENT ARCHITECTURE Content Strategy Content Management Why Content Architecture What How Actionable Plan Operational model technical solution http://www.clevegibbon.com/content-architecture/ sustainable content
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- 37. 37 ©2013 All rightsreserved. • Structuring content is an interdisciplinary task • Content modelling is the art & science of designing structured content • Content modelling enables responsive design, enhanced authoring interfaces, and smart components • Content models define and express content types, content attributes & content relationships • Creating and refining content models is an iterative process that informs and is informed by design, business needs, and technology • When we put content models to work we arrive at responsible responsive design, content APIs, meaningful structures, and effective use of CMS architectures • Sustainable content requires a well-design content architecture WHAT WE’VE LEARNED
- 38. Karen McGrane Content Strategyfor Mobile Rahel Bailie & Noz Urbina Content Strategy for Decision Makers Sara Wachter-Boettcher Content Everywhere Bob Boiko Content Management Bible Ann Rockley & Charles Cooper Managing Enterprise Content Heather Hedden The AccidentalTaxonomist
- 39. 39 ©2013 All rightsreserved. PEOPLE TO FOLLOW At the intersection of Content Strategy, Responsive Design, Structured Content, and the Future-Friendly Web. • Karen McGrane (@karenmcgrane : slideshare : blog) • Rahel Anne Bailie (@rahelab : slideshare : blog) • Sara Wachter-Boettcher (@sara_ann_marie : slideshare : blog) • Noz Urbina (@nozurbina : slideshare : blog) • Cennydd Bowles (@Cennydd : blog) • LukeWroblewski (@lukew : slideshare : blog) • Ethan Marcotte (@beep : blog) • Brad Frost (@brad_frost : slideshare : blog) • Mike Atherton (@mikeatherton : slideshare : blog ) And of course… • Rachel (@rlovinger : slideshare : blog) • Cleve (@cleveg : slideshare : blog) • Kerry-Anne Gilowey (@kerry_anne : slideshare)
- 40. 40 ©2013 All rightsreserved. Cleve Gibbon @cleveg cleve.gibbon@cognifide.com THANK YOU PhotobyRohannaMertens Rachel Lovinger @rlovinger rachel.lovinger@razorfish.com