Published on March 18, 2014
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: http://dachisgroup.com/wrangling-complexity-the-service-oriented-company/
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 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. 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 4. http://www.slideshare.net/cleveg/content-architecture-in-action ! !
Questions ! ! ! Cleve Gibbon (@cleveg) www.cognifide.com
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