The document discusses two approaches to structuring content: content types and entity types. Content types refer to chunks of information like articles or case studies that provide an editorial focus. Entity types refer to structures about properties of things like products or people that have a data focus. Both terms can refer to similar things. The document proposes distinguishing content types, which focus on what audiences see, from entity types, which provide underlying factual details. Content types and entity types have different attributes and purposes in structuring content.

1. Approaches to Structuring
Content:
Content Types v. Entity Types
Michael Andrews
STC Hyderabad
29 April 2017

2. About Me
Digital Content & Web
Metadata Strategist
Website:
Storyneedle.com
Author:
Metadata Basics for Web
Content (2017, available on
Amazon goo.gl/kvdV3Q)
2

3. Structuring
Content helps
with...
• Editorial Planning
– Content and
Topics to Cover
• Content
Management &
Delivery
• UX
• Analytics
3

4. Issue: 2 Distinct Approaches
to Describe Content Structure
Content Types
(e.g., Article, Case
study, Quiz)
– Used by content
strategists and writers
– Associated with CMS
perspective, DITA,
content model
Entity Types
(e.g., Product, Person)
– Used by developers
and technical SEOs
– Associated with
metadata/schema.org
perspective, domain
model
➔Both terms often refer to same things
➔Neither term alone captures full
richness of need 4

5. Proposal
Distinguish Content Types from Entity
Types
– Need different details from each
5

6. Content Type
“Content types are
chunks of meaningful
information. A content
type is used to create
family of content items
that share the same
attributes.”
– Cleve Gibbon
A plan for what the
audience sees.
6

7. Examples of Content Types
(from Nature Neuroscience)
• Article
• Technical Report
• A Correspondence
• Book Review
• Commentary
Source:
http://www.nature.com/neuro/authors/article_types/index.ht
ml
7

8. Another example of content
types
http://www.uxbooth.com/articles/a-useful-guide-to-content-types-
part-1/ 8

9. Characteristics of Content
Types
• Generic structures that can applied to any
content topic
• Provide editorial focus
• Provide building blocks or components for
audience to view
• Answer audience question/need
– Present a complete communication
9

10. Entity Types
• Structures relating to properties of Things
(people, places, items, etc.)
• State facts: have a data focus (rather than
editorial focus)
–Focus on dimensions and relationships
– Expose relationships between entities
• Can express granular values
– Intended for data completeness
– Can be hidden/de-emphasized from
audience.
10

11. Example of Entity Type
https://developers.google.com/schemas/reference/type
s/Movie 11

12. Sometimes it is easy to see
difference
• Content Type: Map
– Value: image (png)
• Entity Type: Location
– Value: Address or Geo-coordinate
• Content type expresses the entity
What audiences see
The core underlying
information
12

13. Google’s perspective v. Authors’ perspective
Google:
All structures are entity types
A web page is an entity type
An article is an entity type
A podcast is an entity type
A review is an entity type
A recipe is an entity type
A festival is an entity type
A product is an entity type
A store is an entity type
Authors:
structure = content types
A web page is a content type
An article is a content type
A podcast is a content type
A review is a content type
A recipe is a content type
A festival is a content type
A product can be a content type
A store is a thing
Things that have
data
characteristics
Audience views
of information
with common
message
characteristics
13

14. Example of Event
First Ever
Conference!
Event Name: Recycling Old Writing
Cost: ₹3000
Location: Metropolitan Convention
Centre
Dates: 5-6 September 2017
The Event
Announcement
is a Content
Type.
Factual Data
about Event is a
associated with
Event Entity
Type. When
this data is
presented to
audiences, it is
part of the
event
announcement
content type.
Editorial
elements such
as Logo,
Message
headline, Call-
to-action, and
Hero Image
are not part of
Event Entity
Type, but are
part of Event
Announcement
Content Type
Get your tickets before
they are gone!
👫📛
logo message heading hero
image
call to
action
14

15. Core Difference
• Content Types are more granular about
editorial details that may be included
–Will include attributes that aren’t available in entity
types (e.g. message architecture)
• Entity Types are more granular about
factual details that may be included
–Will provide properties that may not be used in a
content structure presented to audiences (e.g.,
technical and administrative characteristics of
content) 15

16. Content Types
Can address...
Any entity (e.g.
articles can talk about
any entity)
or
Pre-defined entities
(event announcements
talk about events and
locations)
...With
Mandatory attributes
(all articles must have
a title)
or
Optional attributes (a
bio may have an
author)
Content types can incorporate other content
types
Event announcement ← Speaker bio
16

17. Entity Types
• Can cover many
properties
• Can be
– Mandatory
• Person requires
name
• Product requires
name
– Optional
• Product may have
weight
• Entities can appear
in many places
• Can be
– In different content
items belonging to
single Content Type
– In different Content
Types
17

18. Question when planning
content...
• Are the attributes of the content type
properties of an entity?
Defined by author
Defined by metadata standard
18

19. Thank You!
Michael Andrews
@storyneedle
19

20. Examples Of Generic Content
Types
Appendix
20

21. What’s a Generic Content
Type?
• A reusable content structure
• Indicates the functional purpose of the
content
• Can accommodate a range of entity types
• Defined in varying degrees by content
standards such as:
– HTML
– DITA
– ePub 3
– Schema.org
– Apple News Format
21

22. Question-Based Content Types
• Forms
• Surveys
• Questionnaires
• Quizzes
• Q & As, FAQs
• Interviews
22

23. Image Content Types
• Photo
– Collection: slideshow, image gallery
• Image (graphic drawing)
– Interactive
• Map
– Interactive
• Diagram
– Process, flow, timelines etc.
• Chart
– Bar, pie, line, sankey, etc.
23

24. Media-defined
• Audio
– Podcast
• SVG image (transformable)
• Video
• Animation (e.g. GIF)
24

25. Tables
• Mutual comparison tables
• Dimensional tables
• Alternative list tables
• Spectrum tables
• Matrix tables
Defined at “Content Structure in Tables”
http://storyneedle.com/content-structure-in-tables/
25

26. Article components
• Preview/About/Abstract
• Summary/Key Points/Conclusion
• Cross References/ Related Content
• Comment
26

27. Article components
• Sections
• Chapters
• Nav
• Aside / Sidebar
• Footnotes
• Bibliography
27

28. Definitions
• Glossary
• Key Idea/Concept
• About Us
• Quotations
28

29. Reference Genres
• Catalog Entry
• Product Page
• Reference (in DITA)
• Encyclopedia entry
29

30. Instructional
• Task (in DITA)
• Next step
• Reminder
• Tip
• Warning
• Exercise
• Calculator
• Worksheet
30

31. Explanatory
• Guidelines / Recommendations
• Case Study
• Comparison
– Pro/Con, Before/After, Good/Bad
• Process / Procedure
• Concept explanation
31

32. Descriptions and
Announcements
• Biographic profile
• Event announcement
32

33. Non-prose text
• Song lyrics
• Poem
• Technical
– Code
– Math
33