This workshop will take you from narrative to chunks—without losing the story. If you come from an editorial background, content “structure” doesn’t mean the same thing it does to a technical person. But an editorial understanding of narrative structure gives you a solid framework to craft a technical content structure that can make your work even more effective.
This workshop will give you a new lens on your content and walk you through the steps to structure your content into an architecture for a more effective customer experience and simplified content management experience. Attending this workshop will help you:
Figure out the building blocks of your content’s structure.
Learn how to design and communicate a content architecture/model.
Understand how to incorporate structure into content creation.
Identify resources that help you find and get the technology you need.
Who should attend: People who come from an editorial, marketing, or general content strategy or management background, but who are newer to the technical side of things, or who don’t feel confident in their content-structure-specific technical understanding. This workshop is technology-agnostic, and will talk about the kinds of questions you need to ask of technology instead of prescribing a particular solution.
26. STRUCTURING CONTENT
• Determine business need
• IdenHfy elements (fields)
• Define metadata
• Create relaHonships
• Write rules (and other great stuff)
29. Person
Former name
Name
George Timothy Clooney was born on May 6, 1961, in
Lexington, Kentucky, to Nina Bruce (née Warren), a
former beauty pageant queen, and Nick Clooney, a
former anchorman and game show host (who was also
the brother of singer Rosemary Clooney). He has Irish,
English, and German ancestry. Clooney spent most of this
youth in Ohio and Kentucky, and graduated from Augusta
High School. He was very active in sports such as
basketball and baseball, and tried out for the Cincinnati
Reds, but was not offered a contract.
Bio
Often plays scoundrels that are likable and have
redeeming qualities
+
Best man at the wedding of [Richard Kind].Trivia
▿
Trade Mark
▿
+
I don't like to share my personal life... it wouldn't be
personal if I shared it.
Personal Quotes
▿
+
Related Media
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Select Title Date Released Salary Type Role Character Name
Sisters 1991 $40,000/episode TV Series Actor James Falconer
Nickname
Also credited as
Birth place
Birth date Height FT ▿ IN ▿ English ▿
34. BENEFITS OF STRUCTURED CONTENT
1 Efficient opera6ons
2 Publish once, use repeatedly
3 Reduced risk
4 Extensible into other plaHorms
5 Can enable posi6ve UX, even with complexity
BONUS Findability
BONUS Improved analysis
38. MOVING TO STRUCTURED CONTENT
• Build an interdisciplinary team
• Get everyone’s voice at the table
• Make a business case
• Build your technical understanding
• Don’t over-structure up front
41. SOME TECH THINGS ANY
CONTENT STRATEGIST NEEDS TO KNOW
• Full descripHon/understanding of your tech stack
• Do you have an API? How could you use one?
• What metadata do you collect?
• How can you report and measure your work?
•
How will AI, smart speakers, chat technology
change your work?