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.
2. Just over five years ago,
a customer asked me,
to give them the
ability to…
…to create digital properties
at the speed of Wordpress
the scale of Salesforce, and
the simplicity of Google.
4. Content Managed
Web Site
Digital Content
Platform
Web Channel
Multi
Channel
10+
Digital properties
1000+
Digital
Properties
Web Managed
Solution
Digital
Platform
Content
Management
System
Content
Management
Ecosystem
8. Digital Agility
• Train and tracks are tightly coupled systems that are high efficient.
• Cars and the road are loosely coupled systems the provide more flexibility.
• Digital agility requires organisations to place more value on flexibility.
• Companies must experiment, to learn, to optimise customer experience.
Source: http://dachisgroup.com/wrangling-complexity-the-service-oriented-company/
9. 1
first step towards
intelligent processes
typical starting point
for digital transformations
Intelligent processes
requires
intelligent content.
2
Intelligent content
has to be
designed for.
11. Content Management Challenges
• More content through increased interactions
• Increased complexity through experimentation
• Fewer resources to manage more content
• Multiple channels along which content must flow
• Vast amounts of content trapped within systems
• Rate of production is exponential
12. But we know…
• There’s a lack of awareness around what’s happening
• Serious organisational change hurdles
• Misplaced focused on technology to solve problems
• Both processes and people need to change
• Structured and meaningful content is on the rise
• Content is a strategic business asset
13. What is content architecture?
The time and place for continuous and collaborative content design.
15. Content Architecture
• The design phase for content management
• Models structured and meaningful content
• Defines author experience for content creators
• Maps editorial workflows from production to delivery
• Specifies APIs to take content everywhere
• Outline a technical architecture to satisfy the design
16. Content Modelling
“You can create good experiences without knowing
the content. What you can’t do is create good experiences
without knowing your content structures.”
Mark Boulton
http://www.markboulton.co.uk/journal/structure-first-content-always
“A content model is a formal representation of structured
content as a collection of content types and their
inter-relationships.”
Cleve Gibbon & Rachel Lovinger
http://www.slideshare.net/cleveg/content-modelling-2013-lite
17. Properties
Property 1
Property 2
Property 3
Option 1
Text Area
Option 2
Option 3
Article
heading
subtitle
date
author
categories
sourceUrl
Divisions
articleContact
Press Release
twitterUrl
facebookUrl
pressReleaseContact
Contact
firstName
lastName
email
offices
categories
contact
officeContact
Map
latitude
longitude
title
description
officeMap
Office
city
continent
imageUrl
attachment
description
Division 1
News Article
Division 2
Division 3 on today within the
What's going
partnership.
Lifecycle
Embargoes
Publishing details
Retirement options
Help & Support
18. Author Experience
“CMS - the software UX forgot.”
!
“The answer is to improve the author experience
in the CMS.”
Karen McGrane
Excerpt from Content Strategy for Mobile
“A bad author experience will lead to an even
worse customer experience.”
Cleve Gibbon
Excerpt from Content Everywhere, Sara Wachter-Boettcher
19. We must invest in the UX for producing content;
The “Author Experience”
20. Workflow
“Workflow - essential as part of any healthy design
and content work life balance.”
“Workflow drives the streamlining of author
experiences, verification of content model,
user permissions and roles, and the
validation editorial the processes.”
29. In Summary
Content architecture is
where content design
takes place.
!
Make space for content
architecture within your
projects.
!
There is no clear cut set of
roles and responsibilities,
across strategy, architecture
and management. Who cares?
!
This is a maturing field, so
let’s grow with it!
30. Resources
For more details:
1. http://www.slideshare.net/cleveg/defining-content-architecture
2. http://www.slideshare.net/cleveg/why-content-model
3. http://www.slideshare.net/cleveg/content-modelling-2013-lite
!
!
