Architecting your Content for the Unknown Consumer

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Information about Architecting your Content for the Unknown Consumer

Published on October 19, 2016

Author: richard_jones_ikos


1. TM Architecting your Content for the Unknown Consumer 19.10.16 Richard Jones, Technical Director @richardjones @inviqa Digital Publishing Innovation Summit, London 2016

2. Your customer’s behaviour is changing faster than you are TM #DigiPub @richardjones @inviqa

3. You need to keep pace with requirements you may not even be aware of TM #DigiPub @richardjones @inviqa

4. Being Prepared Why today’s web is unpredictable What’s likely to change How you can be ready now #DigiPub @richardjones @inviqa

5. The Known Consumer Anything you are testing for Assume everything else is unknown

6. “Internet of Things” #DigiPub @richardjones @inviqa

7. Defining the IoT Headline devices Smart Refrigerators Household domestic appliances

8. Beyond the headlines Media Advertising Billboards

9. Beyond the headlines Environmental monitoring Infrastructure management Manufacturing Energy Management Medical and Healthcare

10. Consumer Wearable Quantified Self Smart Retail Beyond the headlines

11. 5.5 million new things get connected to the internet each day (Gartner)

12. How many of these are content consumers?

13. Vodafone: Store kiosks driven from central content repository

14. Amazon Echo: A revolutionary content consumer

15. Some future gazing… #DigiPub @richardjones @inviqa

16. Some content dates quickly

17. What if you could correct at source?

18. Could content save a life? A Smart device could check for itself if it had been recalled

19. Always up to date A self driving car could consume many types of content to improve its abilities

20. How we present this data is the key #DigiPub @richardjones @inviqa

21. Software is not good at interpreting meaning #DigiPub @richardjones @inviqa

22. Unstructured vs Structured Data #DigiPub @richardjones @inviqa

23. Use of structured data for other purposes #DigiPub @richardjones @inviqa

24. How do we support these unknown consumers? #DigiPub @richardjones @inviqa

25. Many people still think in the “page” model Pages may have semantic elements At best these are signals for interpretation The Web as Pages #DigiPub @richardjones @inviqa

26. We need a Content Management System to allow us to move beyond “page” thinking Beyond the page #DigiPub @richardjones @inviqa

27. Content model and structure Delivery / Access mechanism Essential ingredients #DigiPub @richardjones @inviqa

28. Content creators need to think beyond pages Relinquish control of layout Challenging the status quo Challenges #DigiPub @richardjones @inviqa

29. A debate well covered elsewhere aka Battle for the Body Field A conversation that is still ongoing Blobs vs Chunks #DigiPub @richardjones @inviqa

30. Also a well covered topic Very relevant to our scenarios The use case for context specific content is valid here Adaptive vs Responsive #DigiPub @richardjones @inviqa

31. Do we want to? #DigiPub @richardjones @inviqa

32. Open Data Paid API access Metered API access Business Models #DigiPub @richardjones @inviqa

33. Value added service Offer content in a usable format Business Models #DigiPub @richardjones @inviqa

34. Is “naked” content the alternative in the age of the Ad Blocker? #DigiPub @richardjones @inviqa

35. How do we get there?

36. Structure the content model Expose content using a documented API Steps to Prepare #DigiPub @richardjones @inviqa

37. Conceptually can start quite simple Complexity tends to escalate as you work through the relationships The Content Model #DigiPub @richardjones @inviqa

38. Example Article •Headline •Body •Image #DigiPub @richardjones @inviqa

39. #DigiPub @richardjones @inviqa

40. Content Model theory #DigiPub @richardjones @inviqa

41. Object Oriented Programming Well understood in the computer science world Some principles could be applied to content modelling Comparing to OOP #DigiPub @richardjones @inviqa

42. Objects which may contain data in the form of fields Code in the form of methods Single responsibility principle Definition #DigiPub @richardjones @inviqa

43. A content type should be as simple as possible It should be for one purpose only Do not assume dependencies that may not be present A field should have one clear purpose Loose interpretation #DigiPub @richardjones @inviqa

44. Content Modelling Antipatterns #DigiPub @richardjones @inviqa

45. Content Antipattern #1 Non-content content #DigiPub @richardjones @inviqa

46. Content types that provide nothing in isolation “Signposts”, “Jumps”, “Shortcuts” Non-Content Content #DigiPub @richardjones @inviqa

47. Instead use alternative views of the referenced content: e.g. Teasers, List view Non-Content Content #DigiPub @richardjones @inviqa

48. #DigiPub @richardjones @inviqa

49. Content Antipattern #2 Godzilla Content Type #DigiPub @richardjones @inviqa Content Antipattern #2 Godzilla Content Type

50. Multiple use cases Violates the single responsibility Reluctance to have multiple content types leads to a monster content type Godzilla Content Type #DigiPub @richardjones @inviqa

51. Multiple use cases Violates the single responsibility Reluctance to have multiple content types leads to a monster content type Godzilla Content Type #DigiPub @richardjones @inviqa

52. Instead: Don’t be afraid to have more smaller content types Consider relationships Think carefully about single responsibility Godzilla Content Type #DigiPub @richardjones @inviqa

53. Content Antipattern #3 Field Ambiguity #DigiPub @richardjones @inviqa

54. Using a field name that doesn’t make immediate sense to the editor Fields that are used for different things in difference scenarios Lead to loss of structure Field Ambiguity #DigiPub @richardjones @inviqa

55. Instead: Agree clear naming with all content stakeholders Create clear guidelines / help text. Field Ambiguity #DigiPub @richardjones @inviqa

56. Content Antipattern #4 Using Content for Logic #DigiPub @richardjones @inviqa

57. Fields that are not really content Designed to affect the layout of the “page” via template logic Logic Fields #DigiPub @richardjones @inviqa

58. Don’t mix layout with content The application theme layer can handle this for you. Logic Fields #DigiPub @richardjones @inviqa

59. What Next? #DigiPub @richardjones @inviqa

60. Use a CMS with a good Content Model Toolset #DigiPub @richardjones @inviqa

61. Educate Stakeholders regarding the benefits of structured content #DigiPub @richardjones @inviqa

62. Split content from design #DigiPub @richardjones @inviqa

63. Handle creative objections early #DigiPub @richardjones @inviqa

64. Spend time on the content model #DigiPub @richardjones @inviqa

65. Allow more time than you think you need Focus on the future - and abstract Simplify the design - leave no room for interpretation Consistency of fields - eg date formats Content Model #DigiPub @richardjones @inviqa

66. Think through all possible relationships Break content into the smallest possible pieces Hold the smallest amount of formatting possible Content Model #DigiPub @richardjones @inviqa

67. Future proof your content #DigiPub @richardjones @inviqa

68. Future proof your content Prepare your content for the future #DigiPub @richardjones @inviqa

69. Ensure portability #DigiPub @richardjones @inviqa

70. Embrace the unknown and create a legacy #DigiPub @richardjones @inviqa

71. TM Questions? Richard Jones Technical Director Inviqa @richardjones @inviqa

72. TM Business first #DigiPub @richardjones @inviqa

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