The document discusses content types, which define standardized kinds of information entities and their structure. Content types are important for search, cross-linking, consistent presentation, and reuse of content. The document examines key considerations for defining content types such as elements, metadata, workflows, lifecycles, relationships, and rules of operation. It provides examples of real content types and checks for properly identifying content types. Overall, the document emphasizes how defining the right content types leads to better organization and findability of information.
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Content types: The glue between content strategy, user experience, design, and technology
1. Content Types:
The Glue Between Content
Strategy, User Experience, Design,
and Technology
Hilary Marsh, Chief Strategist & President
Content Company, Inc.
1
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12. What is a content type?
From Drupal:
A single web site could contain many types of content, such as
informational pages, news items, polls, blog posts, real estate
listings, etc. In Drupal, each item of content is called a node, and
each node belongs to a single content type, which defines various
default settings for nodes of that type, such as whether the node is
published automatically and whether comments are permitted.
Ă ď âŻArticle, basic page, blog entry, book page, forum topic, poll, or
custom
https://www.drupal.org/node/21947
13. Definitions by my students
â˘âŻ Basic page with rotating header image
â˘âŻ Content page with left image
â˘âŻ Information page
â˘âŻ Sub-landing page
14.
15.
16.
17.
18. What is a content type?
AÂ specification for a
structured, standardized,
reusable, and mutually
exclusive kind of
information entity.
--Jonathon Colman,
The Language of Content Strategy
19. What is a content type?
âŚthe actual thing a user
would read or use, like an
article, a recipe, or a help
guide entry.
---Sara Wachter-Boettcher
Content Everywhere
and a conversation on Slack
20. What is a content type?
I believe itâs most useful
to look at a content type
as the ontological Thing
youâre publishing,
regardless of how the
Thing is being expressed
design-wise.
---Sara Wachter-Boettcher
23. Why are content types important?
â˘âŻ Search filtering
â˘âŻ Cross-linking
â˘âŻ Consistent presentation and care across the
organization
â˘âŻ Reuse
40. 2. Metadata/taxonomy
Content
 Type
 Topics
 Segment
 Audience
 Channel
Â
AdministraNve
Â
Amicus
 brief
Â
Announcement
Â
ArNcle
Â
Awards
Â
CompeNNon
Â
Course
 material
Â
Directory
Â
Diversity
Â
How-Ââto
Â
Lesson
 plan
Â
Link
Â
Membership
Â
Model
 rule
Â
MulNmedia
Â
News
Â
Opinion
Â
Policy
Â
Projects
 iniNaNves
Â
Reports
Â
Scholarships
Â
Associate
Â
Law
 student
Â
Lawyer
Â
Legal
 assistant
Â
Legal
 professional
Â
Legislator
Â
Media
Â
Paralegal
Â
Pre
 law
 student
Â
Public
Â
All
Â
Lawyers
Â
Media
Â
Legal
 Professional
Â
Educators
Â
Public
Â
Law
 student
Â
Book
Â
Audio
 Tape
Â
PDF
Â
Binder
Â
Media
 Player
Â
Paid
 SubscripNon
Â
CD
Â
DVD
Â
Periodicals
Â
Course
 Materials
Â
Video
 Download
Â
eBook
Â
Video
 Tape
Â
Online
 Course
Â
Public
 EducaNon
Â
Loose
 Leaf
Â
Audio
 Download
Â
Other
 Channel
Â
+⯠Legal
Â
+⯠Profession
Â
+⯠Laws
 &
 Cases
Â
+⯠Geography
Â
+⯠Commi=ee
Â
+⯠Organiza@on
Â
Collec@on
Â
Business
 Lawyer
Â
Business
 Law
 Today
Â
Business
 Law
 SecNon
Â
Titles
Â
Program/CLE
Â
Materials
Â
Commi$ee/
Â
Subcommi$ee
Â
Documents
Â
Commi=ee
Â
+⯠Substan@ve
Â
+⯠Administra@ve
Â
+⯠Taskforce
Â
Š
 Taxonomy
 Strategies
Â
41. Topics Topics
Â
Organiza@on
 Geography
Â
CFPB
Â
FINRA
Â
SEC
Â
âŚ
Â
+⯠Africa
Â
+⯠Asia
Â
+⯠Europe
Â
+⯠La@n
 America
Â
+⯠Middle
 East
Â
+⯠North
 America
Â
Legal
Â
AdministraNve
 Law
Â
Admiralty
 Law
Â
AnNtrust
 Law
Â
Appellate
 Advocacy
Â
Banking
 Law
Â
Bankruptcy
 Law
Â
Bar
 Services
 &
 Public
Â
Service
Â
Billing
Â
Biographies
Â
Business
 Law
Â
Career
 Development
Â
Children
 and
 the
 Law
Â
Civil
 PracNce
 &
Â
Procedure
Â
Commercial
 Law
Â
CommunicaNons
 &
Â
Media
 Law
Â
ConsNtuNonal
 Law
Â
âŚ
Â
Profession
Â
ABA
 AccreditaNon
Â
ABA
 Governance
Â
Bar
 Admissions
Â
Bar
 AssociaNons
Â
Civic
 EducaNon
Â
Courts
Â
Diversity
Â
IOLTA
Â
Jury
Â
Law
 Libraries
Â
Law
 PracNce
Â
Management
Â
Law-Âârelated
Â
EducaNon
Â
Lawyer
 Referral
Â
Programs
Â
Lawyers
 Assistance
Â
Program
Â
Legal
 educaNon
Â
Legal
 services
Â
LegislaNon
 Lobbying
Â
âŚ
Â
Laws
 &
 Cases
Â
+⯠Laws
Â
+⯠Model
 Statutes
Â
+⯠Cases
Â
Š
 Taxonomy
 Strategies
Â
44. 5. Relationships
â˘âŻWhat other content types would we want to
surface with this?
â˘âŻWhat do we want to show them?
â˘âŻWhat do they want to see?
46. 6. Rules of operation
â˘âŻWhen is this content type appropriate, and when
should you not use it?
â˘âŻVoice/tone and writing notes
47. Real-life list of content types
Article
Author guidelines
Backgrounder
Bibliography
Book
Call for submissions
Conference paper
Contract report
Day in the life
Expert report
Expert report related resource
Experts list
FAQ
General
Glossary
Landing page
Listing
Login form
News listing
News release
Publication mission
56. 56
Â
Letâs dig deep
h$ps://www.pinterest.com/pin/86483255319117458/
Â
57. Letâs take a look at some of them
â˘âŻ http://www.ift.org/Knowledge-Center/Focus-Areas/Product-
Development-and-Ingredient-Innovations/Nanoscience/
Nanotechnology-Backgrounder.aspx
â˘âŻ http://www.ift.org/Knowledge-Center/Learn-About-Food-Science/
Food-Facts/About-FS-and-T.aspx
â˘âŻ http://www.kent.edu/coso/commuter-corner
â˘âŻ http://www.ama-assn.org/ama/pub/physician-resources/
solutions-managing-your-practice/coding-billing-insurance/cpt/cpt-
editorial-panel.page
â˘âŻ http://www.floridarealtors.org/GettingStarted/NewToSales/
index.cfm
58. If you get it wrongâŚ
â˘âŻOne-offs â no pattern
â˘âŻCanât create business rules
â˘âŻContent ROT
â˘âŻInability to surface related content
â˘âŻIneffective search filtering
60. â˘âŻDoes it have a unique set of elements?
â˘âŻDoes it require unique metadata, or would it use
only some of the entire taxonomy?
â˘âŻDoes it have unique workflow needs?
â˘âŻDoes it have unique lifecycle needs?
â˘âŻDoes it have unique relationships?
â˘âŻIs it created following the rules of operation?