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Cleve Gibbon
@cleveg

Defining Content Architecture
Why Content Architecture?
Content Architecture
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
The biggest problems in content
management lie not in that (essential)
complexity, but how we approach our
solutions.
                                D. Keith Robinson
The CMS in the Middle


                       SOCIAL             CRM
                       MEDIA



             EMAIL               CMS             SEARCH




                                                             INTEGRATIONS
CHANNELS




                                CONTENT

            WEB                                  ECOMMERCE




                  MOBILE                    ANALYTICS

                            MARKETING
                            AUTOMATION
Content Architecture
major sponsorship deals with
a strong brand focus
Content Architecture
KILL Blob!
Less PSDs.
More Browser-driven designs.
Less pixel perfect
designs.

More
Flexible, fluid, De
vice-driven
designs.
Less
Templates, More
Layouts.

Let designers
create layouts
using grids.
Enterprise focus on mobile

Why do we deploy mobile devices?
    1. Better Customer Engagement
    2. Improve Process Productivity
    3. Improve Employee Productivity
Content Architecture
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
Content Architecture
What is Content Architecture?
Bottom-Up Information Architecture



                      Context




            Content             Users
Information Architecture to
Content Architecture
                                         Context                                                   Users
      In c r ea sin g St r uc t ur e & M ea n in g

                                                                   Content
                                                                   Content

                                                            Labelling, Navigation, Search

                                                               Wireframes, Blueprints

                                                           Metadata, Taxonomy, Thesauri

                                                           Content Inventories & Mapping

                                                     Content Models, Author Experience, Workflow

                                                     Structured, Reusable & Personalised Content

                                                      Content Administration, Asset Organisation
                                                                                                     Content
                                                          Role-Based Content, Permissions           Architecture
                                                          Content Scale, Storage, Analytics
Content Architecture to
Content Management System
    Context                 Users
                Content
                Content




                 CMS
Content Architecture to
Content Management Ecosystem
           Context                                                Users
                                           Content
                                           Content




                                            CMS


c ommun it ies                                                            e-c ommer c e
                                                              sea r c h
             a ut oma t ion
                          An a l yt ic s             ema il
                                             da m
Cleve Gibbon
www.cognifide.com
        @Cleveg

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Content Architecture

  • 4. There are four important pieces to the content management puzzle: content, people, process and technology. D. KEITH ROBINSON THINK VITAMIN
  • 5. 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
  • 7. The biggest problems in content management lie not in that (essential) complexity, but how we approach our solutions. D. Keith Robinson
  • 8. The CMS in the Middle SOCIAL CRM MEDIA EMAIL CMS SEARCH INTEGRATIONS CHANNELS CONTENT WEB ECOMMERCE MOBILE ANALYTICS MARKETING AUTOMATION
  • 10. major sponsorship deals with a strong brand focus
  • 14. Less pixel perfect designs. More Flexible, fluid, De vice-driven designs.
  • 16. Enterprise focus on mobile Why do we deploy mobile devices? 1. Better Customer Engagement 2. Improve Process Productivity 3. Improve Employee Productivity
  • 18. 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/
  • 19. Landing Payment Confirm Email Microsite Page Gateway Page Connected “Content”Journeys are High Effort
  • 21. What is Content Architecture?
  • 22. Bottom-Up Information Architecture Context Content Users
  • 23. Information Architecture to Content Architecture Context Users In c r ea sin g St r uc t ur e & M ea n in g Content Content Labelling, Navigation, Search Wireframes, Blueprints Metadata, Taxonomy, Thesauri Content Inventories & Mapping Content Models, Author Experience, Workflow Structured, Reusable & Personalised Content Content Administration, Asset Organisation Content Role-Based Content, Permissions Architecture Content Scale, Storage, Analytics
  • 24. Content Architecture to Content Management System Context Users Content Content CMS
  • 25. Content Architecture to Content Management Ecosystem Context Users Content Content CMS c ommun it ies e-c ommer c e sea r c h a ut oma t ion An a l yt ic s ema il da m