Content Architecture "At Work"

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Information about Content Architecture "At Work"

Published on March 18, 2014

Author: IntelligentContent


Content Architecture “At Work” Cleve Gibbon (@cleveg) CTO, Cognifide

…to create digital properties at the speed of Wordpress the scale of Salesforce, with the simplicity of Google. Just over five years ago, a customer asked me, to give them the ability to…

Change Content TeamsValue Digital

Content Managed Web Site Digital Content Platform Content Management System Web Managed Solution 10+ Digital properties Content Management Ecosystem Web Channel

Content Managed Web Site Digital Content Platform Content Management System Web Managed Solution 10+ Digital properties Content Management Ecosystem Digital Platform 1000+ Digital Properties Multi Channel Web Channel

Audience A C Content T Technology

Content Architecture Why What How

Why content architecture? To enable digital and content agility.

Digital Content Customer Experiences Aggregation API Archiving Audit Authoring Distribution Inventory Lifecycle Localisation Management Measurement Modelling Personalisation Search Syndication Taxonomy Translation Workflow … Analytics Automation Campaigns CMS CRM eCommerce Email Mobility Multi-Channel

Digital Agility • Train and tracks are tightly coupled systems that are highly 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:

typical starting point for digital transformations first step towards intelligent processes Intelligent processes requires intelligent content. 1 Intelligent content has to be designed for. 2

Content Agility ManageMeasure Make Strategy Architecture Production Execute ‘that’ way Plan ‘this’ way Learn

Liquid Content Don't get set into one form. Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water. ! Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot. ! Now water can flow or it can crash. ! Be water, my friend. ! Bruce Lee:A Warrior’s Journey (2000)

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

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

What is content architecture? The time and place for continuous and collaborative content design.

Strategy Architecture Management It’s where ‘design thinking’ for content takes place.

Content Architecture • The design phase for content management • Create models for structured and meaningful content • Define author experience for content creators • Map value workflows from production to delivery • Develop APIs to take content everywhere it needs to be • Design a technical architecture to sustain content

Connecting Information to Content Content Context Users Content Wireframes, Blueprints Metadata, Taxonomy, Thesauri Labelling, Navigation, Search Content Inventories & Mapping Information architecture Content Models, Author Experience, Workflow Structured, Reusable & Personalised Content Content Administration, Asset Organisation Role-Based Content, Permissions Content Scale, Storage, Analytics Content architecture Mind The Gap

Content Architecture A Communication Tool

Applying content architecture Think big, start small.

Change is your friend: Move like Neo! You don’t need content to progress, you need structure.

Responsive Design A B C A B C A C B minor breakpoint (ipad mini) minor breakpoint (all devices) Mobile Layout Tablet Layout Desktop Layout minor breakpoint (decent desktop) image alignment adjust textlength different promotion

APIsPortfolio Title Amount Owner Fund Entity Manager Portfolio GetPortfolio(name) Text GetPortfolioOwner(portfolio) Fund GetFund(portfolio, fundName) Text GetFundManager(portfolio, fundName) content is accessible to the entire content technology ecosystem, but most importantly internally!

Modularity • From blobs to chunks. • Break into parts • Assemble into wholes

Search • Establish taxonomy • Indexing • Retrieval • Navigational

Content Repository • Not all content lives in the CMS • Architecture shows where content & data lives

In Summary

In Summary Make space for content architecture within your projects. ! Content architecture is where content design takes place. ! 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!

Resources For more details: 1. 2. 3. 4. ! !

Questions ! ! ! Cleve Gibbon (@cleveg)

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