defining content architecture
DESCRIPTION
Content Management is a complex problem made up of content, people, process and technology. And it's getting harder has we move into a structured content world.Content Architecture is the design phase for Content Management where we use tools to better abstract and encapsulate content, This presentation defines content architecture.TRANSCRIPT
Cleve Gibbon@confab2012
Defining Content Architecture
SAM
trategyrchitectureanagement
ContentContentContent
Content ManagementRe-Visited
Content Management
CMS
is not the
Content Management
The End
is not at
Content Management
The End-To-End
is
THINK VITAMIN
D. KEITH ROBINSON
There are four important pieces to the content management puzzle: content, people, process and technology.
BrandStrategy
MessagingStrategy
Content Audit
FormatDevelopm.
Tone of Voice
ContentStyle Guide
Copy Deck
EditorialCalendar
EditorialStrategy
LanguageGuidelines
MessageMaps
Terms of Use
Page Tables
Content Licensing
Sitemap
Taxonomy
MigrationStrategy
Content Analysis
Content Inventory
Gap Analysis
EditorialWorkflow
ContentModeling
CMSSelection
TechnicalArchitecture
MetadataStrategy
LinkedData
Data SourceAnalysis
Wireframes
HTML Production
ResponsiveDesign
Mobile Design
AuthorExperience
Release Management
PlatformStrategy
InteractionDesign
UsabilityTesting
E-CommerceIntegration
NavigationSchemes
Search
ControlledVocabularies
Context
LabelingSystems
Rollout
AuthorTraining
Multi-Channel
Tagging
Content Delivery
Networks
Cloud-BasedSystems
Standards &Policies
Content Governance
StructuredContent
StructuredAuthoring
ChangeManagement
Content Types
ContentTemplates
User Management
Permission Models
Digital Assets
Media Assets
Big Data
ePUB
StakeholderAlignment
ContentApproval
AgencyOn-Boarding
PlatformRoadmap
Documentation This ISContent
Management
A/B TestingMVT Testing
Rights Management
TargetingTranslation
LocalisationData Privacy
Data Privacy Device Detection
Analytics
SocialMedia
User Research Competitor
AnalysisProgramme Oversight
GoalSetting
VictoryConditions
Content Management Ecosystem
Essential Complexity.
Accidental Complexity.
All reasonable solutions to a problem must be complicated because “simple” solutions would notadequately solve the problem.
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 haveTwo 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
SOCIAL MEDIA
CRM
SEARCH
ECOMMERCE
ANALYTICS
MARKETING AUTOMATION
MOBILE
WEB
EMAIL CMS
CONTENT
CH
AN
NE
LS
INT
EG
RA
TIO
NS
Content Management Abstraction & Encapsulation In Action
Content Architecture is both the “time” and “place”
where you Abstract & encapsulate
Content
Some examples…
major sponsorship deals witha 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, Device-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
41 Million Concurrent Users
1200 Downloads Per Minute
124 Million Connected Users
http://skypenumerology.blogspot.co.uk/
Email LandingPage Microsite Payment
GatewayConfirm
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
DefiningContent Architecture
We see:
Print brands struggling to adapt their content to digital platforms.
‘Digital’ brands fighting the new battle to get mobile.
We Hear:
Cleve> Why?
Editor> I’m afraid. I’m afraid because my journalists are afraid.
Editor> Because we have just be furnished with our CMS logins.
Cleve> So why am I here?
Editor> And the CMS helps IT manage us, constrains how we write, and makes us less productive.
Cleve> And?
Editor> To ensure this never happens again!
we educate:
Cleve> The complete backstory. Why are we doing this?
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?
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
Epub
Other…
Web
Mobile
Mobile
Web
We need to “Step Back” & “Structure”
Web
Mobile
Other…
StructuredContent
Beware of the Blob? Done.but now what?
Encapsulate Structured Contentbehind well-designed, meaningful, Content APIs
ContentArchitecture
StructuredContent
Capture
Access
SearchU
pd
ate
Content APIs
Design extensible mechanisms toget content in & get content out
ContentArchitecture
Role-Based Authoring Interfaces
Web
Mobile
Other…
Sales
Merchandiser
Translator
SEO/Copy
Legal
Structured content
Content APIs
Both Informs and is informed bythe solution architecture.
ContentArchitecture
Publishing
Structured Content
Editorial
Serv
ices
CreateSupport
Collects Delivers
The “Design Phase” for content management.
ContentArchitecture
UXInformationArchitecture
InteractionDesign
VisualDesign
UsabilityEngineering
Content ArchitectureContent
ModelingAuthor
ExperienceWorkflow
Platform Development
Build Test Release Support
Conte
nt
Str
ate
gy
Content ArchitectureContent
PeopleProcess
Content ModelingAuthor ExperienceWorkflow
Within the context of technology
Content Modeling
a very powerful,cross discipline,
communication toolfor structured content
task
task
task
task
DATA
task
task
task
StructuredData
Paradigm Shift
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
tasks
data
ObjectOriented
task
task
task
task
CONTENT
taskcontent types
content types
task
task
StructuredContent
ContentModeling
Modularity
Substitutability
Whole/Part
Abstraction Encapsulation
Aggregation
InheritanceOpen/Closed
We appear to be walking the same walk, but not talking the same talk.
Leverage over 25 years of modelingof data and objects
Author Experience
A bad author experience oftenresults 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
Add & tag content, You will search & find it later
Author Rewards
Add and tag contentyou get suggestions/linked content
Platform reports what doesn’t workyou can focus on what does
Workflow
The process part of thecontent management
problem
The majority of our clients make little or no use of cms workflows.
Workflow Facts
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 Driven
Behaviour Driven
ContentModeling Workflow
ContentExecution
Content management requires constant development
Content Management Sprint
Discover Define
Design & Develop
Dry Run
Deploy
CMS CMS CMS CMS CMS …
Plan ForChange
Content Management Sprint
Strategy Tactics
Architecture & Build
Testing
Rollout
CMS CMS CMS CMS CMS …
Execute ForChange
A
BC
Value Planningover plans
Where you planned to be.
Where you need to be.
happy start
BBCNIC NEWMAN
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.
But you do need an effective platformto create structured content, and…
MANAGING DIRECTOR, GOOGLEANDY BERNDT
“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.”
Cleve Gibbonwww.cognifide.com
@Cleveg