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Cleve Gibbon
@confab2012

Defining Content Architecture
Content   S trategy
Content   A rchitecture
Content   M anagement
Content Management
Re-Visited
Content Management

   is not the
      CMS
Content Management

    is not at
   The End
Content Management

         is
The End-To-End
There are four important
pieces to the content management puzzle:
content, people, process and
technology.




D. KEITH ROBINSON   THINK VITAMIN
Agency                    CMS
                                                                                           On-Boarding                Selection
                                                                                                                                                            Content
                                                                 Messaging
              Platform                                                                                                                                       Audit
                                                                  Strategy
              Roadmap                Format                                                                                                                                          Editorial           Media Assets
                                    Developm.                                                                                           Gap                                          Calendar
                                                                                                       Standards &                     Analysis
                                                                                                         Policies
                                                                         Controlled
                                                                        Vocabularies                                                                                               Content
                                             Search                                                                                                                                                                           Cloud-Based
      Structured                                                                                                                 Author                                           Inventory
                                                                                                                                                           Context                                                              Systems
      Authoring                                                                                                                Experience                                                               Permission
                                                                                                        Editorial
                                                                                                                                                                                                         Models
                                                                                                        Workflow
                                                                            Copy Deck

                                   Brand

                                                      This
                                                                                                                      IS
    Documentation                                                                                                                                      Content
                                  Strategy
                                                                                               Release                                                 Modeling              Labeling                          Metadata
                                                                                              Management                                                                     Systems                           Strategy

               Navigation
                                             Content
               Schemes
                                              Style
                                                                                         Technical
                                              Guide                Linked
                                                                                        Architecture                                                                                        Content
                                                                    Data                                                                                             Usability                                      Digital Assets
                                                                                                                                                                                           Governance
                                                                                                                                            Platform                 Testing
                            Editorial                                                                                                       Strategy
                            Strategy
                                                                                                                     Rollout
                                                                                                                                                                                                    Tone of
                                                                                           Migration


                             Content
    Sitemap                                                                                                                                       Structured              Content                    Voice                 Content
                                                                                           Strategy
                                                                                                                                                   Content                Analysis                                          Types

                                                                                                            Stakeholder
                                                                                                             Alignment                 Multi-
                                                                                                                                                                      Author                       Tagging
                                                                                  Message                                             Channel
                            Terms of                                                                                                                                 Training
Data Source                                                                        Maps
                              Use                                                                                                                                                                                         E-Commerce
 Analysis                                                Change
                                                                                                                                                                                                                           Integration
                                                       Management



                             Content
                                                                              Page
                                                                             Tables               Management                                                                                        HTML
                                                                                                                                                                                                  Production

                            Licensing
   User                                                                                                                                                                                                                Content
                                              Language
Management                                                                                             Responsive                                                                                                     Templates
                                              Guidelines                                                                                                  Content
                                                                                                         Design                    Taxonomy
                                                                    Big Data                                                                              Delivery
                                                                                                                                                          Networks                Wireframes
                        MVT
                       Testing                                                                                                                                                                           A/B Testing
                                                Translation                                                 ePUB
                                                                                Content                                                Interaction
                                                                                                                                                                                                                                 Targeting
                                                                                Approval                                                 Design
                                                                                                                                                                         Mobile
                                                                                                                                                                         Design
      Email
                                                                                                                                                                                                   Rights
                                                         Data Privacy
                                                                                             Data Privacy               Device                                                                   Management
                                                                                                                                                                                                                           Localisation
                                Social                                                                                 Detection                  User
                                Media                                                                                                           Research                 Competitor
   Analytics                                                                                                                                                              Analysis
                                                                                Programme                                                                                                             Victory
                                                        Goal
                                                                                 Oversight                                                                                                           Conditions
                                                       Setting
Content Management Ecosystem
Essential Complexity.
                 All reasonable solutions to a problem must be
                 complicated because “simple” solutions would not
                 adequately solve the problem.



                 Accidental Complexity.
                 Arises purely from mismatches in the particular
                 choice of tools and methods applied in the solution.




Source: Mythical Man Month, Fred Brooks
The biggest problems in content
management lie not in that (essential)
complexity, but how we approach our
solutions.
                                D. Keith Robinson
Today, Content Management
suffers from a massive dose of
     Accidental Complexity.
BUT…
We have
Two Essential weapons
  in our fight against
      complexity
Abstraction



Grady Booch, Object-Oriented Analysis & Design with Applications
Encapsulation



Grady Booch, Object-Oriented Analysis & Design with Applications
Everyday Abstraction & Encapsulation
Content Management Ecosystem
Content Management
Abstraction & Encapsulation In Action


                      SOCIAL             CRM
                      MEDIA



           EMAIL                CMS             SEARCH




                                                            INTEGRATIONS
CHANNELS




                               CONTENT

           WEB                                  ECOMMERCE




                 MOBILE                    ANALYTICS

                           MARKETING
                           AUTOMATION
Content Architecture
is both the “time” and “place”
          where you
   Abstract & encapsulate
            Content
Some examples…
major sponsorship deals with
a strong brand focus
It wasn’t always This way…
KILL Blob!
Less PSDs.
More Browser-driven designs.
Goodwood Hospitality Mobile Site
Less pixel perfect
designs.

More
Flexible, fluid, De
vice-driven
designs.
Let designers
create layouts
using 960 grids
Results
•   Content Strategy In Progress
•   Content Architecture Aware
•   Responsive Design Approach
•   Adaptive Content – Next
663 Registered Users
                                         300 Billion Minutes in 2011
                                         124 Million Connected Users
                                         41 Million Concurrent Users
                                         1200 Downloads Per Minute




http://skypenumerology.blogspot.co.uk/
Landing               Payment   Confirm
Email             Microsite
         Page                 Gateway    Page




   Connected “Content”Journeys
          are High Effort
Results
•    Content Strategy – In Review
•    Content Architecture Aware
•    Responsive Design Approach
•    Adaptive Content – Next
1 Campaign

Every Month

True Mashup of
Content &
Commerce
Results
•   Content Strategy – In Progress
•   Content Architecture Aware
•   Responsive Design – Next
•   Adaptive Content – Next
Defining
Content Architecture
We see:

Print brands struggling to adapt their content to
digital platforms.

‘Digital’ brands fighting the new battle to get
mobile.
We Hear:

Editor> I’m afraid. I’m afraid because my journalists are afraid.

Cleve> Why?

Editor> Because we have just be furnished with our CMS logins.

Cleve> And?

Editor> And the CMS helps IT manage us, constrains how
        we write, and makes us less productive.

Cleve> So why am I here?

Editor> To ensure this never happens again!
we educate:

Marketer> We’ve done the creative. PSDs sorted and our design
          agency is building out the HTML now. Making
          serious progress (Jazz Hands). What do you need from
          us to get this into the CMS?
Cleve> The complete backstory. Why are we doing this?

Marketer> To rollout the new web site re-design…1 hour passes…

Cleve> OMG (inner voice).

Cleve> Mobile?

Marketer> Yeah, yeah. But don’t go overboard.
         Just make it legible!
Because we’ve learnt:

“Unstructured content is stupid and old-fashioned.
It’s costly, complex, and does not generate a
competitive advantage.”

Ann Mulcahy,
Former CEO of Xerox
Single File Channel Hopping is Dumb


      Print     Web      Mobile




       Web     Mobile     Epub




      Mobile    Web      Other…
We need to “Step Back” & “Structure”

                               Print



                      Web

     Structured
      Content
                     Mobile



                              Other…
Beware of the Blob? Done.
but now what?
Content    Encapsulate Structured Content
Architecture   behind well-designed,
               meaningful, Content APIs
Content APIs
                         Capture




                        Structured




                                     Search
               Update
                         Content




                         Access
Content    Design extensible mechanisms to
Architecture   get content in & get content out
Role-Based Authoring Interfaces
                                     Print
    Sales


Merchandiser
                                        Web
 SEO/Copy


 Translator
                                       Mobile

    Legal

                                      Other…
               Structured content
                      Content APIs
Content    Both Informs and is informed by
Architecture   the solution architecture.
Publishing


           Collects                Delivers

Services

             Structured Content


           Support                 Create




                      Editorial
Content    The “Design Phase” for
Architecture   content management.
UX
                   Information    Interaction      Visual     Usability
                   Architecture     Design         Design    Engineering
Content Strategy

                      Content Architecture
                      Content                Author          Workflow
                      Modeling             Experience




                      Platform Development
                      Build         Test           Release     Support
Content Architecture
        Content    Content Modeling
         People    Author Experience
        Process    Workflow




Within the context of technology
Content Modeling

     a very powerful,
     cross discipline,
   communication tool
  for structured content
task




         DATA          task




  task

                task
task




              task




Structured
   Data

             task
Paradigm Shift
data
            data
                                                                    tasks
                                                                            data
            tasks
                                                            data            tasks
                      data
                                                            tasks

    data             tasks

    tasks


                                                    data

                                                    tasks
                                                                    data

                            data            data                    tasks

                            tasks           tasks
 Object                             data

                    data            tasks

Oriented            tasks
task




                  task




         CONTENT


  task

           task
content
   task              types




                               task



Structured
 Content


          content             task
           types
Content
                 Modeling


Abstraction                         Encapsulation


 Modularity                          Whole/Part


 Aggregation                   Substitutability

        Open/Closed   Inheritance
We appear to be walking
 the same walk, but not
  talking the same talk.
Leverage over 25 years of modeling
       of data and objects
Author Experience

A bad author experience often
   results is an even worse
     customer experience.
Role-Based Authoring

Driven off the content model.

overlay roles, permissions and
content rights.

Spec & Build authoring
interfaces to capture content
for each identified role.
“There is a growing understanding that content
management systems should be beautiful” –
Matt Thomson




“The happier people are, the better their content
will be, the more content they’ll produce.” –
Patrick Cooper, NPR
Author Rewards

Add & tag content,
You will search & find it later
Add and tag content
you get suggestions/linked content
Platform reports what doesn’t work
you can focus on what does
Workflow

The process part of the
content management
       problem
Workflow Facts

The majority of our clients make little or no use of
cms workflows.


The highest productivity gains come from scaling
people with processes.

Workflow focuses on defining standards and policies
for making content production processes both
“repeatable” & “predictable”, i.e. Boring!
Data    Behaviour
  Driven   Driven




 Content
           Workflow
Modeling
Content
Execution
Content management
requires constant development
CMS       CMS   CMS    CMS      CMS    …


           Content Management Sprint

   Discover                   Define

                       Design & Develop


                              Dry Run
Plan For
Change                           Deploy
CMS    CMS   CMS     CMS      CMS     …


        Content Management Sprint

   Strategy                 Tactics

                    Architecture & Build


                             Testing
Execute For
Change                         Rollout
Where you
   need to be.                  Where you
                               planned to be.

       C
                                   B

Value Planning
over plans




                     A
                 happy start
You can't afford to create a piece of content for
any one platform.

Instead of crafting a website, you have to put
more effort into crafting the description of
different bits of an asset, so they can be reused
more effectively, so they can deliver more value.


NIC NEWMAN      BBC
But you do need an effective platform
 to create structured content, and…
“After the platform becomes user friendly, when
it is opened up to the best storytellers and
designers and communicators, they tend to add
another level to it.

The rare time when you find people who really
appreciate both sides of that coin (innovation
and storytelling) is where truly amazing things
happen.”

ANDY BERNDT    MANAGING DIRECTOR, GOOGLE
Cleve Gibbon
www.cognifide.com
        @Cleveg

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Defining Content Architecture

  • 2. Content S trategy Content A rchitecture Content M anagement
  • 4. Content Management is not the CMS
  • 5. Content Management is not at The End
  • 6. Content Management is The End-To-End
  • 7. There are four important pieces to the content management puzzle: content, people, process and technology. D. KEITH ROBINSON THINK VITAMIN
  • 8. Agency CMS On-Boarding Selection Content Messaging Platform Audit Strategy Roadmap Format Editorial Media Assets Developm. Gap Calendar Standards & Analysis Policies Controlled Vocabularies Content Search Cloud-Based Structured Author Inventory Context Systems Authoring Experience Permission Editorial Models Workflow Copy Deck Brand This IS Documentation Content Strategy Release Modeling Labeling Metadata Management Systems Strategy Navigation Content Schemes Style Technical Guide Linked Architecture Content Data Usability Digital Assets Governance Platform Testing Editorial Strategy Strategy Rollout Tone of Migration Content Sitemap Structured Content Voice Content Strategy Content Analysis Types Stakeholder Alignment Multi- Author Tagging Message Channel Terms of Training Data Source Maps Use E-Commerce Analysis Change Integration Management Content Page Tables Management HTML Production Licensing User Content Language Management Responsive Templates Guidelines Content Design Taxonomy Big Data Delivery Networks Wireframes MVT Testing A/B Testing Translation ePUB Content Interaction Targeting Approval Design Mobile Design Email Rights Data Privacy Data Privacy Device Management Localisation Social Detection User Media Research Competitor Analytics Analysis Programme Victory Goal Oversight Conditions Setting
  • 10. Essential Complexity. All reasonable solutions to a problem must be complicated because “simple” solutions would not adequately solve the problem. Accidental Complexity. Arises purely from mismatches in the particular choice of tools and methods applied in the solution. Source: Mythical Man Month, Fred Brooks
  • 11. The biggest problems in content management lie not in that (essential) complexity, but how we approach our solutions. D. Keith Robinson
  • 12. Today, Content Management suffers from a massive dose of Accidental Complexity.
  • 14. We have Two Essential weapons in our fight against complexity
  • 15. Abstraction Grady Booch, Object-Oriented Analysis & Design with Applications
  • 16. Encapsulation Grady Booch, Object-Oriented Analysis & Design with Applications
  • 17. Everyday Abstraction & Encapsulation
  • 19. Content Management Abstraction & Encapsulation In Action SOCIAL CRM MEDIA EMAIL CMS SEARCH INTEGRATIONS CHANNELS CONTENT WEB ECOMMERCE MOBILE ANALYTICS MARKETING AUTOMATION
  • 20. Content Architecture is both the “time” and “place” where you Abstract & encapsulate Content
  • 22.
  • 23. major sponsorship deals with a strong brand focus
  • 24. It wasn’t always This way…
  • 25.
  • 29. Less pixel perfect designs. More Flexible, fluid, De vice-driven designs.
  • 31. Results • Content Strategy In Progress • Content Architecture Aware • Responsive Design Approach • Adaptive Content – Next
  • 32.
  • 33. 663 Registered Users 300 Billion Minutes in 2011 124 Million Connected Users 41 Million Concurrent Users 1200 Downloads Per Minute http://skypenumerology.blogspot.co.uk/
  • 34. Landing Payment Confirm Email Microsite Page Gateway Page Connected “Content”Journeys are High Effort
  • 35.
  • 36. Results • Content Strategy – In Review • Content Architecture Aware • Responsive Design Approach • Adaptive Content – Next
  • 37.
  • 38. 1 Campaign Every Month True Mashup of Content & Commerce
  • 39. Results • Content Strategy – In Progress • Content Architecture Aware • Responsive Design – Next • Adaptive Content – Next
  • 41. We see: Print brands struggling to adapt their content to digital platforms. ‘Digital’ brands fighting the new battle to get mobile.
  • 42. We Hear: Editor> I’m afraid. I’m afraid because my journalists are afraid. Cleve> Why? Editor> Because we have just be furnished with our CMS logins. Cleve> And? Editor> And the CMS helps IT manage us, constrains how we write, and makes us less productive. Cleve> So why am I here? Editor> To ensure this never happens again!
  • 43. we educate: Marketer> We’ve done the creative. PSDs sorted and our design agency is building out the HTML now. Making serious progress (Jazz Hands). What do you need from us to get this into the CMS? Cleve> The complete backstory. Why are we doing this? Marketer> To rollout the new web site re-design…1 hour passes… Cleve> OMG (inner voice). Cleve> Mobile? Marketer> Yeah, yeah. But don’t go overboard. Just make it legible!
  • 44. Because we’ve learnt: “Unstructured content is stupid and old-fashioned. It’s costly, complex, and does not generate a competitive advantage.” Ann Mulcahy, Former CEO of Xerox
  • 45. Single File Channel Hopping is Dumb Print Web Mobile Web Mobile Epub Mobile Web Other…
  • 46. We need to “Step Back” & “Structure” Print Web Structured Content Mobile Other…
  • 47. Beware of the Blob? Done. but now what?
  • 48. Content Encapsulate Structured Content Architecture behind well-designed, meaningful, Content APIs
  • 49. Content APIs Capture Structured Search Update Content Access
  • 50. Content Design extensible mechanisms to Architecture get content in & get content out
  • 51. Role-Based Authoring Interfaces Print Sales Merchandiser Web SEO/Copy Translator Mobile Legal Other… Structured content Content APIs
  • 52. Content Both Informs and is informed by Architecture the solution architecture.
  • 53. Publishing Collects Delivers Services Structured Content Support Create Editorial
  • 54. Content The “Design Phase” for Architecture content management.
  • 55. UX Information Interaction Visual Usability Architecture Design Design Engineering Content Strategy Content Architecture Content Author Workflow Modeling Experience Platform Development Build Test Release Support
  • 56. Content Architecture Content Content Modeling People Author Experience Process Workflow Within the context of technology
  • 57. Content Modeling a very powerful, cross discipline, communication tool for structured content
  • 58. task DATA task task task
  • 59. task task Structured Data task
  • 61. data data tasks data tasks data tasks data tasks data tasks tasks data tasks data data data tasks tasks tasks Object data data tasks Oriented tasks
  • 62. task task CONTENT task task
  • 63. content task types task Structured Content content task types
  • 64. Content Modeling Abstraction Encapsulation Modularity Whole/Part Aggregation Substitutability Open/Closed Inheritance
  • 65. We appear to be walking the same walk, but not talking the same talk.
  • 66. Leverage over 25 years of modeling of data and objects
  • 67. Author Experience A bad author experience often results is an even worse customer experience.
  • 68. Role-Based Authoring Driven off the content model. overlay roles, permissions and content rights. Spec & Build authoring interfaces to capture content for each identified role.
  • 69. “There is a growing understanding that content management systems should be beautiful” – Matt Thomson “The happier people are, the better their content will be, the more content they’ll produce.” – Patrick Cooper, NPR
  • 70. Author Rewards Add & tag content, You will search & find it later Add and tag content you get suggestions/linked content Platform reports what doesn’t work you can focus on what does
  • 71. Workflow The process part of the content management problem
  • 72. Workflow Facts The majority of our clients make little or no use of cms workflows. The highest productivity gains come from scaling people with processes. Workflow focuses on defining standards and policies for making content production processes both “repeatable” & “predictable”, i.e. Boring!
  • 73. Data Behaviour Driven Driven Content Workflow Modeling
  • 76. CMS CMS CMS CMS CMS … Content Management Sprint Discover Define Design & Develop Dry Run Plan For Change Deploy
  • 77. CMS CMS CMS CMS CMS … Content Management Sprint Strategy Tactics Architecture & Build Testing Execute For Change Rollout
  • 78. Where you need to be. Where you planned to be. C B Value Planning over plans A happy start
  • 79. You can't afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the description of different bits of an asset, so they can be reused more effectively, so they can deliver more value. NIC NEWMAN BBC
  • 80. But you do need an effective platform to create structured content, and…
  • 81. “After the platform becomes user friendly, when it is opened up to the best storytellers and designers and communicators, they tend to add another level to it. The rare time when you find people who really appreciate both sides of that coin (innovation and storytelling) is where truly amazing things happen.” ANDY BERNDT MANAGING DIRECTOR, GOOGLE