Cruce Saunders gave a presentation about content engineering. He discussed how content is evolving to be used across more channels, including voice interfaces. He emphasized the importance of structuring content using a master content model to enable reuse across different modes and applications. This structured approach improves content quality, efficiency and intelligence by incorporating metadata, taxonomy and schemas.
2. @mrcrucesimplea.com
Presented by: Cruce Saunders
Founder, Principal, Content Engineer at [A] - simplea.com
Hi, I’m Cruce.
I am a content engineer.
I love intelligent content.
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1. Content Moves
2. Engineering for the New
Content Stack
3. Towards Content Intelligence
4. Introducing the Master
Content Model
5. Building the Master Content
Model
6. The Power of Structure
AGENDA
5. @mrcrucesimplea.com
Distributed
Experienced
Client profile
Client segments
5+ content types
1,000+ content items
2+ publishing channels
[A] MAKES SMART
ORGANIZATIONS
EVEN SMARTER
Federal
and state
governments
Association
and
nonprofit
Healthcare
Financial
services
Publishing and
Education
Large
enterprises
Contact
simplea.com
info@simplea.com
512-646-2100
35+ [A]gents
300+ Engagements
-Master Content Models
-Content Measurement
and Valuation
-Digital Change Management
-Consulting and Training
-Engineering Content
-CMS and CEM integration
-Multichannel Publishing
-Personalization and
Marketing Automation
Focus
TAXONOMY METADATA
MICRODATA MODEL
SCHEMATOPOLOGY
Engineering Content Intelligence
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Content Has Value
This content had cost to
create, and much of it still
has value to us, our
customers, our
employees, and our
partners.
A one-time cost of creation
Multiple channels of distribution
Increasing ROI
Decreasing effective cost during lifespan
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Rise of Chatbots: A look toward 2020
The voice-powered bot
market will grow from
As recently reported
in Forbes, half of all
searches will be
voice searches by
2020.
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How does the content model
flex to accommodate all the
targeting and reuse cases?
How can we minimize content
copy and paste but maximize
distribution and reuse?
How does content transit from
CMS to our mobile app,
chatbot, and other channels?
How do we tie related
content together with
taxonomy and
metadata?
How do we structure
content for search
impact and
discoverability?
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All content ROI emerges
from motion: content that
flows between producers,
humans, or robots.
Content in motion is content that matters
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Benefits of master content model
Rallying Point
MCM gets everyone onto the same page, literally
● Catalyst
● Center of gravity
● Common point of reference
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Benefits of master content model
Efficiency Gains
MCM ensures content moves easily throughout
an organization's multiple systems
● Optimizes shared resources
● Lowering cost of management
● Coordinate team efforts cleanly
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Benefits of master content model
Market Leadership, Flexibility, and Agility
An MCM puts organizations in front of the curve
● Enables content experiences with greater reach
● Open the doors to content personalization
● Provides a platform for syndication, amplification
● Adds content dimension and intelligence
● Improve market agility
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Benefits of master content model
Improve Quality Everywhere
MCM enables levels of content quality never
before possible
● Streamlined quality management
● Single point of leverage
● Author workload distribution
● Continuous validation
● Consistency in technology behavior
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What is a Master Content Model?
What does it look like & why is it important?
A single model that defines how all content assets will be
structured throughout the complete content lifecycle
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What is a Master Content Model?
What does it look like & why is it important?
A content model is focused on
structure. It accommodates semantics
and facilitates the creation, exchange
and utilization of semantic value.
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What is a Master Content Model?
What does it look like & why is it important?
Content Relationship Diagram showing:
● Major Content Types
○ Highlighting inheritance and composition relationships
● Content Lifecycle Process
○ Highlighting Key Scenarios
● Identification of Actors (Organization and Customers)
○ Highlighting Key Tasks
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What is a Master Content Model?
What does it look like & why is it important?
Content Type Definitions
● Spreadsheets itemizing:
○ Metadata and content elements for each content type
○ Reuse relationships with other types and building blocks
For example:
○ Paragraph model
○ Table model
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Ingredients for Real-time Omnichannel
Personalization at Scale
● Structured content
● Taxonomy and Metadata
● User accounts
● Roles and segments
● Rules
● Session data on platform
● Session scoring
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AI is the new UI
We will TALK with a lot of our
content. AI is becoming the new
User Interface (UI). Lots of
content discovery will start with
mobile, voice-based,
AI-mediated questions.
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AI is the new IA, too
AI is also becoming the new
Information architecture. IA, the way a
user gets around our digital properties,
will be optimized in real-time by AI
based on the in-session content
interaction data. Bespoke, fluid
experiences will become the new
normal.
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Dumb content will be dumped content
We will grow less patient with
dumb content. We will expect it
to be smart, available in multiple
forms, and personalized for our
needs. Dumb, single channel
content will receive less and less
mindshare from anyone or
any-bot.
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Don’t let other robots take over (our customers)
Organizations should not play
chicken with the future. Invest
in engineering content now
before competitors’ robots steal
customer mindshare.
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Start with a Model First mindset
The evolution towards intelligent
content depends on orchestrating
authoring, management, and publishing
with a Master Content Model.
The Model exists independent of
technology.