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Modular content for
content creators
Michael Andrews
Content Strategy Evangelist, Kentico Kontent
June 30, 2020
Hello
Michael Andrews
• Content Strategy Evangelist
at Kentico Kontent
• Content Strategy and UX for
20+ years
• What is modular content?
• Bringing an editorial perspective
• Worked example
• Q & A
Agenda
This content is modular
Modularity supports different levels of
detailOverview of aspects Shortlist of similar items Preview of item
Modularity organizes information
Preview of item Descriptions of features Details
Modularity lets you reuse information
Reused information
Benefits
Easier
To create
To update in one place
To rearrange
DeveloperWriter
Making content modular is a collaboration
“When dealing with reusable content modules, it’s easy to focus on
the technical aspects and miss a lot of the important a...
What does the customer need to see?
Content is modular…Like a bicycle
1 year ago
Right now
Focus on the details that matter
? ? ? ? ?
What interests and priorities?
Where?
Why?
What Details?
Which One?
What interests and priorities?
Riding
surfaces
Riding
goals
Bike types
Where?
Why?
What Details?
Features
and
Options
Whic...
What interests and priorities?
Riding
surfaces
Riding
goals
Bike types
Where?
Why?
What Details?
Features
and
Options
Whic...
Issues are inter-related
Take place on ▼
Should use ▶︎
▼Have
▲ Available for
Should use ▶︎
◀︎ Designed for
◀︎ Designed for...
Issues are inter-related
Take place on ▼
Should use ▶︎
▼Have
▲ Available for
Should use ▶︎
◀︎ Designed for
◀︎ Designed for...
What aspects are important?
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Features and
Opti...
What aspects are important?
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Features and
Opti...
What different categories for each topic?
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Fea...
What different categories for each topic?
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Fea...
What different categories for each topic?
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Fea...
Terms used in
content
modellingA model of content
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerat...
Modular content = mix & match!
Connecting modules: 2 options
1. Co-presenting (Situational)
• Curatorial
• Show related items together in
different conte...
Riding surface Bike type
Riding goal Features and options
Enjoy beach biking!
What it’s like Best bike type
Making the mos...
Riding surface Bike type
Riding goal Features and options
Enjoy mountain biking!
What it’s like Best bike type
Making the ...
Riding surface Riding surface
Bike type Bike type
Which summer biking vacation is for you?
Biking at the beach Biking in t...
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Features and
Options
Description
Weight
chara...
Riding
surfaces
Riding
goals
Bike Types
Characteristic
Safety
considerations
Features and
Options
Description
Weight
chara...
Recap: making your content modular
Identify key issues of interest to
readers
An issue will often be about a key thing or ...
Non-technical
Setting Goals for Your Content
Model
https://kontent.ai/blog/setting-
goals-for-your-content-model
Structure...
Questions?
Thank you!
More from me:
https://kontent.ai/blog/author/michael-andrews
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Modular Content for Content Creators - Kentico Kontent

Modular content is flexible - a non-technical introduction for writers and content creators on how to plan a content model based on audience needs. Useful for planning a headless CMS

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Modular Content for Content Creators - Kentico Kontent

  1. 1. Modular content for content creators Michael Andrews Content Strategy Evangelist, Kentico Kontent June 30, 2020
  2. 2. Hello Michael Andrews • Content Strategy Evangelist at Kentico Kontent • Content Strategy and UX for 20+ years
  3. 3. • What is modular content? • Bringing an editorial perspective • Worked example • Q & A Agenda
  4. 4. This content is modular
  5. 5. Modularity supports different levels of detailOverview of aspects Shortlist of similar items Preview of item
  6. 6. Modularity organizes information Preview of item Descriptions of features Details
  7. 7. Modularity lets you reuse information Reused information
  8. 8. Benefits Easier To create To update in one place To rearrange
  9. 9. DeveloperWriter Making content modular is a collaboration
  10. 10. “When dealing with reusable content modules, it’s easy to focus on the technical aspects and miss a lot of the important aspects. So the conversations should be about: what are the problems we want to solve, and what are the opportunities worth pursuing.” - Paola Roccuzzo Content Product Lead - GOV.UK Government Digital Service https://docs.google.com/presentation/d/1KgUQY5AVvWNWwpEyyCD0wokAvgqVH__6RafV7hw8UhM/edit#slide=id.g777bf a19e5_0_64 What’s important?
  11. 11. What does the customer need to see?
  12. 12. Content is modular…Like a bicycle
  13. 13. 1 year ago
  14. 14. Right now
  15. 15. Focus on the details that matter ? ? ? ? ?
  16. 16. What interests and priorities? Where? Why? What Details? Which One?
  17. 17. What interests and priorities? Riding surfaces Riding goals Bike types Where? Why? What Details? Features and Options Which One? One or more One or more Only one Many decisions
  18. 18. What interests and priorities? Riding surfaces Riding goals Bike types Where? Why? What Details? Features and Options Which One? One or more One or more Only one Many decisions Content needs to cover these topics and provide answers
  19. 19. Issues are inter-related Take place on ▼ Should use ▶︎ ▼Have ▲ Available for Should use ▶︎ ◀︎ Designed for ◀︎ Designed for Riding goals Bike types Features and Options Riding surfaces Where? Why? Which One? What Details?
  20. 20. Issues are inter-related Take place on ▼ Should use ▶︎ ▼Have ▲ Available for Should use ▶︎ ◀︎ Designed for ◀︎ Designed for Riding goals Bike types Features and Options Riding surfaces Where? Why? Which One? What Details? Can connect these topics Show relevance of different issues
  21. 21. What aspects are important? Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Points of difference
  22. 22. What aspects are important? Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Points of difference This is the depth. You want content to address all aspects, but don’t need to show all of them in every situation
  23. 23. What different categories for each topic? Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Categories Categories Categories Categories What kinds of?
  24. 24. What different categories for each topic? Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Categories Categories Categories Categories What kinds of? This is the range. You want content to describe all categories important to your customers and your organization
  25. 25. What different categories for each topic? Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Categories Categories Categories Categories Suspension Breaks Wheels Gears Seats Handlebars Frame etc Mountain bikes Road bikes Hybrid bikes etc Gravel City streets Trials Beach etc Commuting Exploring nature Endurance training Transporting goods etc
  26. 26. Terms used in content modellingA model of content Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Categories Categories Categories Categories Content type Content elements Taxonomy terms
  27. 27. Modular content = mix & match!
  28. 28. Connecting modules: 2 options 1. Co-presenting (Situational) • Curatorial • Show related items together in different contexts • Flexible: editor decides when selecting content items based on changing goals 2. Linking (Fixed) • Formal (rule based) • Cross-referencing element will link to another content item • Automatic: linked item always included
  29. 29. Riding surface Bike type Riding goal Features and options Enjoy beach biking! What it’s like Best bike type Making the most of your experience Focus feature Beach Beach cruiser Fat tiresTouring Add existing content to each section
  30. 30. Riding surface Bike type Riding goal Features and options Enjoy mountain biking! What it’s like Best bike type Making the most of your experience Focus feature Steep dirt trails Mountain SuspensionAdventure Swap out the content in each section
  31. 31. Riding surface Riding surface Bike type Bike type Which summer biking vacation is for you? Biking at the beach Biking in the mountains Best kind of bike Best kind of bike Beach Steep dirt trails MountainBeach cruiser Reuse existing content in different format to support different goal
  32. 32. Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Categories Categories Categories Categories Content type Content elements Taxonomy terms Linking issues together
  33. 33. Riding surfaces Riding goals Bike Types Characteristic Safety considerations Features and Options Description Weight characteristics Seating Position Time commitment Fitness requirements and benefits Practical benefits Enjoyment factor Cost range Ride characteristics Description Benefits Alternatives NameNameNameName Comfort and performance considerations Categories Categories Categories Categories Content type Content elements Taxonomy terms Best bike type Key features Uses Best bike type Surfaces Linking Linking issues together
  34. 34. Recap: making your content modular Identify key issues of interest to readers An issue will often be about a key thing or decision they need to deal with Focus on the big questions concerning what, why, how, which, when, who Map out how issues are independent and interconnected Independent: can be talked about on own as modules Interconnected: are influenced by other issues – connectable modules Break down issues into aspects that highlight points of difference These drive more specific questions to answer Identify unique categories for each issue These are the variations for each issue to talk about
  35. 35. Non-technical Setting Goals for Your Content Model https://kontent.ai/blog/setting- goals-for-your-content-model Structured content as building blocks of the user experience https://kontent.ai/blog/structure d-content-as-building-blocks-of- the-user-experience Slightly more technical – modeling within headless CMS More resources
  36. 36. Questions?
  37. 37. Thank you! More from me: https://kontent.ai/blog/author/michael-andrews

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