Introductory workshop to content modelling and personalisation. Learn how to design content for deliver contextually relevant, personalised experiences.
The responsibilities of EASA include to:
Giving advice for the drafting of EU legislation, implementing and monitoring safety rules (including inspections in the member states),
Giving type-certification of aircraft and components as well as the approval of organizations involved in the design,
Authorizing foreign operators,
Manufacture and maintenance of aeronautical products.
Beyond Personalisation: The Customer Conversation with SitecoreSitecore
Key takeaways include:
- Aligning your personalisation and content strategies.
- How Sitecore’s personalisation compares to retrofit or overlay products and why that matters for omnichannel optimisation.
- How aggregators and disruptors win with personalisation.
- Measuring the impact of personalisation.
- Low-effort high-impact personalisation.
- Goals? Rules? How to understand the difference and when to use them!
Network effects. It’s one of the most important concepts for business in general and especially for tech businesses, as it’s the key dynamic behind many successful software-based companies. Understanding network effects not only helps build better products, but it helps build moats and protect software companies against competitors’ eating away at their margins.
Yet what IS a network effect? How do we untangle the nuances of 'network effects' with 'marketplaces' and 'platforms'? What’s the difference between network effects, virality, supply-side economies of scale? And how do we know a company has network effects?
Most importantly, what questions can entrepreneurs and product managers ask to counter the wishful thinking and sometimes faulty assumption behind the belief that “if we build it, they will come” … and instead go about more deterministically creating network effects in their business? Because it's not a winner-take-all market by accident.
The responsibilities of EASA include to:
Giving advice for the drafting of EU legislation, implementing and monitoring safety rules (including inspections in the member states),
Giving type-certification of aircraft and components as well as the approval of organizations involved in the design,
Authorizing foreign operators,
Manufacture and maintenance of aeronautical products.
Beyond Personalisation: The Customer Conversation with SitecoreSitecore
Key takeaways include:
- Aligning your personalisation and content strategies.
- How Sitecore’s personalisation compares to retrofit or overlay products and why that matters for omnichannel optimisation.
- How aggregators and disruptors win with personalisation.
- Measuring the impact of personalisation.
- Low-effort high-impact personalisation.
- Goals? Rules? How to understand the difference and when to use them!
Network effects. It’s one of the most important concepts for business in general and especially for tech businesses, as it’s the key dynamic behind many successful software-based companies. Understanding network effects not only helps build better products, but it helps build moats and protect software companies against competitors’ eating away at their margins.
Yet what IS a network effect? How do we untangle the nuances of 'network effects' with 'marketplaces' and 'platforms'? What’s the difference between network effects, virality, supply-side economies of scale? And how do we know a company has network effects?
Most importantly, what questions can entrepreneurs and product managers ask to counter the wishful thinking and sometimes faulty assumption behind the belief that “if we build it, they will come” … and instead go about more deterministically creating network effects in their business? Because it's not a winner-take-all market by accident.
These slides were shown at the CAMentrepreneurs Launch in Cambridge on 24th October 2019
https://camentrepreneurs26.eventbrite.co.uk
which was described like this.
This free event is to launch CAMentrepreneurs in Cambridge. Since our launch CAMentrepreneurs have had 23 meetups around the world, in Dubai, Edinburgh, Glasgow, London, New York, Sydney and Warsaw. Now we are launching in Cambridge. For our global entrepreneurial diaspora, we will be showcasing some of the many pro-enterprise people active in the Cambridge Entrepreneurial Eco System. For the thriving Cambridge based pro-Enterprise Community we will introduce entrepreneurs from around the world and help explain how they can benefit from the CAMentrepreneurs network.
www.alumni.cam.ac.uk/group/camentrepreneurs
At RPD we design and manufacture products, experiences and processes from 1 to 1 million units.
From connected products to interactive POS displays, wearable tech, small and large engineering projects - we design, prototype and mass manufacture or take on any single development stage in isolation.
Our design teams pair nuclear submarine engineers with psychologists. Our factories extend across 100 locations in 40 countries. Our internal software links our creative talent to prototyping and manufacturing facilities ideally suited to each project.
We are a comprehensive end to end solution to take ideas for physical products into reality.
Find out more on TED - https://www.youtube.com/watch?v=OPufWzE3CuM
At Cedar Packaging we specialise in the design and manufacture of creative packaging solutions that stand out from the crowd! We're truly passionate about what we do and, with almost 20 years in the business, we also have the experience and knowledge you can rely upon. With our brand enhancing bespoke and creative packaging solutions, we can help turn your ideas into reality.
Driving the Internet of IT
The Rethink! ITEM Europe conference is an international knowledge and project exchange platform bringing together more than 150 CIOs and IT decision makers to network and to discuss key industry topics. In 20 best-practice case studies, live sessions and round tables, 35+ speakers and moderators share their knowledge and expertise. Key topics include IoT, Enterprise Mobility, Big Data, Cloud Technology, and Digital Transformation.
Green Room is the UK's fastest growing retail and digital design agency for very good reason. Passionate, creative, instinctive and experts in working with the world's leading brands and retailers to drive sales, enquiries and enhance reputations at retail.
A New Design Mindset - Breaking the SilosRicardo Brito
Connected technologies opened new possibilities and changed the way we design products and services. The role and the ways of work of a designer are changing along, demanding a new and broader vision of Design that includes business, technology and deep collaboration between all the practices.
Green Room are the UK's fastest growing retail and digital design agency for very good reason. Passionate, creative, instinctive and experts in working with the world's leading brands and retailers.
The Content Architecture In Action presentation given at Intelligent Content 2014 in the San Jose, CA. It covers the why, what and how to apply content architecture to enable digital and content agility within your organisation.
These slides were shown at the CAMentrepreneurs Launch in Cambridge on 24th October 2019
https://camentrepreneurs26.eventbrite.co.uk
which was described like this.
This free event is to launch CAMentrepreneurs in Cambridge. Since our launch CAMentrepreneurs have had 23 meetups around the world, in Dubai, Edinburgh, Glasgow, London, New York, Sydney and Warsaw. Now we are launching in Cambridge. For our global entrepreneurial diaspora, we will be showcasing some of the many pro-enterprise people active in the Cambridge Entrepreneurial Eco System. For the thriving Cambridge based pro-Enterprise Community we will introduce entrepreneurs from around the world and help explain how they can benefit from the CAMentrepreneurs network.
www.alumni.cam.ac.uk/group/camentrepreneurs
At RPD we design and manufacture products, experiences and processes from 1 to 1 million units.
From connected products to interactive POS displays, wearable tech, small and large engineering projects - we design, prototype and mass manufacture or take on any single development stage in isolation.
Our design teams pair nuclear submarine engineers with psychologists. Our factories extend across 100 locations in 40 countries. Our internal software links our creative talent to prototyping and manufacturing facilities ideally suited to each project.
We are a comprehensive end to end solution to take ideas for physical products into reality.
Find out more on TED - https://www.youtube.com/watch?v=OPufWzE3CuM
At Cedar Packaging we specialise in the design and manufacture of creative packaging solutions that stand out from the crowd! We're truly passionate about what we do and, with almost 20 years in the business, we also have the experience and knowledge you can rely upon. With our brand enhancing bespoke and creative packaging solutions, we can help turn your ideas into reality.
Driving the Internet of IT
The Rethink! ITEM Europe conference is an international knowledge and project exchange platform bringing together more than 150 CIOs and IT decision makers to network and to discuss key industry topics. In 20 best-practice case studies, live sessions and round tables, 35+ speakers and moderators share their knowledge and expertise. Key topics include IoT, Enterprise Mobility, Big Data, Cloud Technology, and Digital Transformation.
Green Room is the UK's fastest growing retail and digital design agency for very good reason. Passionate, creative, instinctive and experts in working with the world's leading brands and retailers to drive sales, enquiries and enhance reputations at retail.
A New Design Mindset - Breaking the SilosRicardo Brito
Connected technologies opened new possibilities and changed the way we design products and services. The role and the ways of work of a designer are changing along, demanding a new and broader vision of Design that includes business, technology and deep collaboration between all the practices.
Green Room are the UK's fastest growing retail and digital design agency for very good reason. Passionate, creative, instinctive and experts in working with the world's leading brands and retailers.
The Content Architecture In Action presentation given at Intelligent Content 2014 in the San Jose, CA. It covers the why, what and how to apply content architecture to enable digital and content agility within your organisation.
The Content Architecture In Action presentation given at Content Strategy Applied 2013 in the UK. It covers the why, what and how to apply content architecture to enable digital and content agility within your organisation.
This is a preview version of the Content Modelling Workshop that I've co-written with Rachel Lovinger. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
In world where content needs to be better structured, we need content architecture. Content architecture is bottom up information architecture focussing on the specification and design of structured content.
Cognifide's Campaign as a Service provides a fully featured Marketing Technology Platform, managed in the cloud, on a pay-per-use basis, backed up by the expertise to deliver and optimise campaigns with confidence.
Content Management is a complex problem made up of content, people, process and technology. And it's getting harder has we move into a structured content world.
Content Architecture is the design phase for Content Management where we use tools to better abstract and encapsulate content, This presentation defines content architecture.
To make content intelligent so that it can be readily adapted requires greater upstream thinking and wider involvement from those responsible for planning, creating and managing content. In short, a unified content strategy. However, adaptive content also requires flexibility from the content architecture(s) delivering those unified content strategies. In this session, Cleve will present a couple of content architectures for delivering adaptive content.
the next generation of marketing technology platformcleveg
It's no longer about building individual digital experiences but providing a platform to create connected journeys. The next generation of marketing technology platform need to step up to provide the tools for marketers to truly engage with their customers.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Metaverse Marketing in the Generation of the Internet - Eugene Capon
Content Modelling for Personalisation
1. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling:
For Personalisation
Cleve Gibbon @cleveg / Kate Kenyon @kate-kenyon
Confab Intensive, Sep 2015
2. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Introduction
3. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Introduction
Content
Modelling 101
Content Modelling
Exercise
Caffeine
break
Personalisation
101
Personalisation
Exercise
Discussion
15 mins
30 mins
30 mins
15 mins
30 mins
30 mins
30 mins
Thank you Shutterstock
4. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Use the Parking Lot
5. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Workshop Description
Today, personalised experiences are cursed by the digital three wise monkeys.
• We hear this: personalisation helps us win and retain customers.
• We see this: poor, inconsistent and non-personalised customer experiences.
• We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience.
How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved?
What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are
approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common
content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content
modelling for personalisation brings.
• Learn how to approach personalisation conversations around content.
• Understand how to evaluate and critique content models for personalisation.
• Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences.
• Work with your industry peers to self-organise and work in cross-disciplinary teams.
6. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
To better understand how to approach to designing structured content
for personalisation.
7. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Who am I?
• ‘70s – hyperactive child to nightshift nurses
• ‘80s – designer, come gamer, and console hacker
• ‘90s – student, lecturer, modeler and UI developer
• ‘00s – platform developer / architect building trading &
platforms
• ‘10s – consultant in content, platforms, experience
management to operationalise client promises
I work equally across the business, content and technology to
create engaging platforms to better serve our customers
8. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Who am I?
• ‘80s – bookish child of an IT dev and a PM
• ‘90s – linguist, magazine writer
• ‘00s – marketer, journalist, CMS wrangler,
technologist, content strategist
Today, I work across content and technology to
help businesses make content a genuine asset.
9. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Say
hello!
10. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Why did you choose our workshop?
11. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
What issues or challenges have you had with
personalised content or content modelling?
12. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
What is the one thing you want to take away from our
workshop?
13. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling 101
14. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Why content model?
enhance
author experience
shared
language
content
modelling
build
x-discipline teams
APIs
for access
define
structure
add
meaning
Align
Thinking
http://www.slideshare.net/cleveg/why-content-model
better manage
content
(CMS)
…
15. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Architecture
Content
Context Users
Content
Wireframes, Blueprints
Metadata, Taxonomy, Thesauri
Labelling, Navigation, Search
Content Inventories & Mapping
Content Models, Author Experience, Workflow
Structured, Reusable & Personalised Content
Content Administration, Asset Organisation
Role-Based Content, Permissions
Content Scale, Storage, Analytics
MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE
Information
Architecture
Content
Architecture
16. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Deliver Content-Driven Experiences
Plan, manage, publish and optimise content
in a predictable, repeatable and scalable manner
to deliver contextually relevant, personalised experiences.
WhatHow
Why
17. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Context
Personalised Experience
Content Services
Content Personalised
Experience
Content
Engine
Intelligent Content
Plan, manage,
publish and
optimise content
in a predictable,
repeatable and
scalable manner
Please
Model Your Content
Here!
18. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
http://www.markboulton.co.uk/journal/structure-first-content-always
You can create good experiences without knowing the content.
What you can’t do is create good experiences,
without knowing your content structure.
19. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling Benefits: A few
1. Adaptive Content – to enhance the “flow” of content.
2. Responsive Design – to display content across multiple devices.
3. Author Experience – to create smart, author friendly, interfaces.
20. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Adaptive content
Don't get set into one form.
Adapt it and build your own, and let it grow, be like water.
Empty your mind, be formless, shapeless — like water.
Now you put water in a cup, it becomes the cup;
You put water into a bottle it becomes the bottle;
You put it in a teapot it becomes the teapot.
Now water can flow or it can crash.
Be water, my friend.
Bruce Lee: A Warrior’s Journey (2000)
21. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Raw
Self
Describing
Modular
Content modelling enables adaptive content to transform and
transport everywhere it needs to be.
22. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Responsive Design
http://mediaqueri.es/
23. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content modelling is critical to continuously communicating
the structure and meaning of content to and from designers.
Content
Model
Web
Developer
Content
Modeller
Visual
Designer
CMS
Engineer
24. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Author Experience
Give authors rich experiences for producing content.
25. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content modelling provides early and continuous access
to content structure to define and design
the best experience for authors to create great content.
Structured
Content
Content
Model
Authoring
Interfaces
understands creates
28. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Summary of benefits
• Adaptive content uses the model to make content flow like water.
• Responsive design uses it to best display within multiple devices.
• Author enhanced interfaces use it to produce intelligent content.
• All these benefit Personalisation too.
29. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Discussion
How does this fit within
your part of the world?
30. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
The Content Model
31. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
A content model is a formal representation of
structured content as a collection of content types
and their inter-relationships.
32. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Chart Song
Album Page
Artist Profile
33. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
34. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
35. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
36. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Design-Time: Type, Attributes and Relationships
A content type is an information asset. It is an abstraction that
captures the essential characteristics (attributes) of content that
distinguish it from all other kinds of content.
An attribute is a property of a content type. For example, the
content type Person may have three attributes, age, name, and
title. Collectively, the attributes define what a content type is.
A relationship defines how one content type relates to another.
There are many different types of relationship, e.g. whole-part,
inheritance, association, depending on the level of detail.
Event
Venue
name
logo
description
address
capacity
cost
name
logo
summary
organiser
start date
end date
37. The future of digital marketing. London . Poznań, New York
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Run-Time: Content Items
Event
name
logo
organiser
start date
end date
Content ItemContent Type
Instantiate
Event
name
logo
organiser
start date
end date
Copy
Structure
Event
name
logo
organiser
start date
end date
TheOlympics
JPEG
IOC
5th Aug, 2016
21st Aug, 2016
Assign
Values
Event: Summer Olympics
name
logo
organiser
start date
end date
TheOlympics
JPEG
IOC
5th Aug, 2016
21st Aug, 2016
Assign
Name
38. The future of digital marketing. London . Poznań, New York
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Content Packages
39. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Summary
• Content models are formal representations of structured content.
• Content models should be simple, clear and relevant.
• Content models are the result of content modelling.
40. The future of digital marketing. London . Poznań, New York
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Content Modelling
By Example
41. The future of digital marketing. London . Poznań, New York
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Content modelling is the process of creating a content
model to add structure and meaning to information.
42. The future of digital marketing. London . Poznań, New York
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Content Modelling: 3 Simple Steps
1 2 3
Define each content
type and their attributes.
Refine how content types
relate to one another.
Mine all the different
types of content.
43. The future of digital marketing. London . Poznań, New York
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Remember to…
…value content
modelling over the
content model.
44. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Group Content Modelling Session 30
Mins
45. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Member
Review
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
46. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Movie Series
Episode MemberReview
title
duration
synopsis
cast
director
starring
genres
moods
keywords
longDescription
audio
subtitles
movieReviews
memberRating
netflixProduction
minutesWatched
title
year
duration
synopsis
imageTeaser
maturityRating
memberRating
cast
director
starring
genres
moods
keywords
longDescription
seriesEpisodes
audio
subtitles
seriesReviews
memberRating
netflixProduction
minutesWatched
title
year
duration
synopsis
imageTeaser
maturityRating
memberRating
season
sequence
imageTeaser
rating
description
reviewAsset
feedback
47. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Our ‘Netflix’ Content Model
• Mined out the content types.
• Defined attributes for content types.
• Refined relationships between content types.
Member
Review
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
Now think…
• Author Experience
• Adaptive Content
• Responsive Design
• Content APIs
• Personalisation
48. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
And remember…
…No model survives first contact with real content.
http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
49. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation 101
50. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Mutually beneficial connections
51. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation: an invitation to connect, not a demand
52. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation isn’t about abuse of information
(Not a strictly accurate headline, but you get the point…)
53. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Reasons to do personalisation
There is a clear, identified need amongst users for it
• Diverse audiences with distinct content needs
• Large number of similar products/content elements
• Repeat customers who need to see their history
• When recognition and loyalty is a clear part of the customer
experience
54. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Clues to identify those needs
• Persona approach
Where two or more audience personas are accessing the same
piece of content, looking for difference elements of information
• Top Tasks approach
Where a key customer task has an outcome that is subject to their
own personal taste or preference
55. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation
How much can you do?
56. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
How much personalisation can you do?
received data
collected data
given
data
ANYONE
JUST YOU
CONTEXT
PERSONALISATION
GENERAL
SPECIFIC TO
YOU
57. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Received data
http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/
58. The future of digital marketing. London . Poznań, New York
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Collected data
59. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Given Data
60. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Personalisation
How much can you do: Netflix
61. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Top Task – the personalisation rationale
“I want to find a film or TV show
that I will enjoy watching right now”
62. The future of digital marketing. London . Poznań, New York
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Netflix Received Data
63. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Collected Data
• Personal details: name, address, billing details
• Account details:
– length of membership
– frequency of use
– what you watched
– what day and time you watched
– how much of it you watched
– device(s) used
64. The future of digital marketing. London . Poznań, New York
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Netflix Given Data
65. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Given Data
66. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix Given Data
67. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix personalisation results
68. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix personalisation results
69. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Netflix personalisation results
70. The future of digital marketing. London . Poznań, New York
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…but not everywhere
71. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
…but not everywhere
72. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Exercise!
Use the data sets to extend the
content model, so that users can
more confidently choose a film
they like.
Work as a table group, and
report back
30
Mins
73. The future of digital marketing. London . Poznań, New York
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Wrap Up
74. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Parting Thoughts
• Content modelling enables you to do as much personalization
as your users need
• Content modelling and personalization are continuous
activities, not ‘fire and forget’
• Content strategists are the best people to design content with
personal data. If not you, then who?
75. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
The Parking Lot
Did we miss
anything?
5
Mins
76. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
77. The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Resources
• http://www.clevegibbon.com/content-modeling
• http://www.slideshare.net/cleveg/why-content-model
• http://www.slideshare.net/cleveg/content-modelling-2013-lite
78. The future of digital marketing. London . Poznań, New York
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Advise. Deliver. Support.
cleve.gibbon@cognifide.com | kate.kenyon@cognifide.com