A MINIMUM VIABLE WORKSHOP                 FOR IA SUMMIT 2013MODEL(L)INGSTRUCTURED   CONTENTAPRIL 4 2013 | 8.30AM-12.30PM  ...
A MINIMUM VIABLE WORKSHOP                FOR IA SUMMIT 2013GETTING STARTED              #IAS13 | @MIKEATHERTON
WHY YOU‟RE HEREUnderstand what we mean by „structured content‟Learn how to construct a content modelDiscuss the advantages...
THE PLAN FOR TODAY08.35amIntroduction to structured content09.20am Researching a subject domain10.00am Making a content mo...
TOM‟S DILEMMAHow to build a deep contentsite that navigated the BBC‟sarchive of Natural History     Informs, educates and...
BBC NATURAL HISTORYProgrammes span animals, locations, time periods
HOW TO MAKE SENSE OF IT?Show archive? A selection of „best‟ clips? A geographicmap? A timeline? A new internet TV channel?
A WHOLE NEW WORLDContent based on archive footageRecombined in new and useful waysAim of showing how natural world joins t...
CARL LINNAEUS – INFORMATION ARCHITECT1707 – 1778. Naturalist who dedicated his life to theclassification of plants and ani...
location                                                        event                                             particip...
ATOMISING CONTENTComplete programmes were segmented into clips thatconformed to the things defined in the content model.
HAPPILY EVER AFTERTom‟s work changed howwebsites were constructed atthe BBC, meeting their needto connect diverse and wide...
WHAT IS STRUCTURED CONTENT?Structured content refers to information or content that hasbeen broken down and classified usi...
ROBOTS AND PEOPLE<rdfs:label>Tiger</rdfs:label><wo:adaptationrdf:resource="/adaptations/Carnivore"/><wo:adaptationrdf:reso...
WHY SHOULD YOU CARE?Manage content at scale    Improve findabilityMeaningful navigation      Support social sharingExpose ...
ALL SUBJECTS LARGE AND SMALLWhile the advantages of structured content are apparent atscale, the approach benefits project...
Dishes      Cuisines      Courses       Ingredients Wine pairings Locations           Chefs      DietsWHAT‟S COOKIN‟?What ...
A MINIMUM VIABLE WORKSHOP               FOR IA SUMMIT 2013CONTENT MODELS             #IAS13 | @MIKEATHERTON
TROUBLES WITH HIERARCHYKnowledge is wild and untamed. Hierarchy tries to imposerigid structure, sometimes arbitrarily.
DISNEY PARKS – THE CONTENT MODEL  Location    Hotel      Meal           Character  Resort     Weenie    Restaurant        ...
EXAMPLES OF THINGSLIVE MUSIC   Venue              Location              Artist              Setlist           Song     Per...
EXAMPLES OF RELATIONSHIPS                            Lives inGIANT PANDA                                  BROADLEAF FOREST...
“Science” Content ModelTom Scott, Michael Smethurst, Silver Oliver, Paul Rissen       http://derivadow.com/2011/04/19/scie...
A MINIMUM VIABLE WORKSHOP           FOR IA SUMMIT 2013THINGS ANDDOCUMENTS         #IAS13 | @MIKEATHERTON
THE MAP IS NOT THE TERRITORYAlways separate thinking about real-world things from thedocuments which describe those things...
Haunted MansionOpened in 1969Part of New Orleans SquareCreated byHarper Goff, RollyCrump, Yale Gracey, Ken Andersonen.wiki...
BEING ROBOT FRIENDLYHumans are great at extracting meaning from documents.Robots aren‟t.“The Haunted Mansion can be found ...
WHEN WORLDS COLLIDE   The BBC knows when its played a record by Billie Holliday   MusicBrainz knows all the records Billie...
SECTION REVIEWStructured content breaks down information into things and therelationships between them.A content model map...
DISCUSSION TIMEAny questions so far?
A MINIMUM VIABLE WORKSHOP             FOR IA SUMMIT 2013RESEARCHINGYOUR SUBJECT           #IAS13 | @MIKEATHERTON
A MODEL IS NOT REALITYIt‟s an imperfect, subjective, iterative take on a subjectunderstandable to users and acceptable to ...
TALK TO THE EXPERTS FIRSTGet an overall picture of their world. Find where the bordersare and demystify any jargon.
A CONVERSATION WITH A RARE BOOK DEALERWhat do we mean by first edition?                                    example, the se...
TALK TO USERS NEXTDiscover their priorities. Which things do they care mostabout? Does their terminology differ?
FIND THE BEST FITExperts map the world, users mark points of interest. Find abalance between authoritative and accessible....
SEARCH ANALYTICSUse search logs to find theconcepts your visitorsconsider important, and thelanguage they‟re using.
UBIQUITOUS LANGUAGE“A language structured around the model and used by allteam members to connect all activities with the ...
A MINIMUM VIABLE WORKSHOP          FOR IA SUMMIT 2013  FINDINGTHE EDGES        #IAS13 | @MIKEATHERTON
MANY SUBJECTS INTERCONNECT
BOUNDARY OBJECTSThings that exist in different subject contexts, sometimes subtlydifferent in use, but intrinsically the s...
LINKING BETWEEN SUBJECT DOMAINS    TV SHOW PAGE WITH TRACKLISTING   MUSIC ARTIST PAGE                                     ...
CONNECTING THE WORLD                       #IAS13 | @MIKEATHERTON
SECTION REVIEWModeling begins with research; talking to experts and users tounderstand and articulate their subject.Ubiqui...
EXERCISE TIME! (1O MINUTES)Take the roles of subject expert and interviewer.Grill the expert to uncover as much as you can...
A MINIMUM VIABLE WORKSHOP          FOR IA SUMMIT 2013BOXES AND  ARROWS        #IAS13 | @MIKEATHERTON
dish                  ingredient              TV episode               chef  location                            challenge...
dish        chef      ingredient    recipe     restaurant   TV episode                       challenge    Challengelocatio...
TV episode              chef                Cuisine     location               dish                Course    restaurant   ...
works at       TV episode                                                             chef                                ...
STEP FOURWork through the model with some examples, and refine asneeded, adding new things or changing relationships.
EXERCISE TIME! (25 MINUTES)Taking the list of things from the previous exercise, prepare acontent model for your chosen su...
A MINIMUM VIABLE WORKSHOP             FOR IA SUMMIT 2013BREAK TIME!  BACK IN 10 MINUTES.           #IAS13 | @MIKEATHERTON
YOUR MODELSLet‟s review!
A MINIMUM VIABLE WORKSHOP               FOR IA SUMMIT 2013CONTENT IS KING             #IAS13 | @MIKEATHERTON
A MINIMUM VIABLE WORKSHOP                FOR IA SUMMIT 2013CONTENT IS ‟KING                     HARD              #IAS13 |...
EVERYTHING STARTS WITH GOOD CONTENTContent is not the stuff we pour into nicely designedcontainers. It is not the stuff we...
DUPLICATION IS WASTEAnd often the symptom of a fragmented organisationpublishing independently for different reasons.
OUR PRINCIPLE: ONE PAGE PER THINGDefine no more than one location for each informationresource, with each resource limited...
FOCUSING EFFORTOne page per thing focuseseditorial effort in a singlelocation, improving workflowefficiency and page quali...
A MINIMUM VIABLE WORKSHOP         FOR IA SUMMIT 2013AUDITINGCONTENT       #IAS13 | @MIKEATHERTON
CONTENT AUDITA key tool in content strategy. Uses a spreadsheet to auditand classify existing content inventory.
USING YOUR MODEL TO AUDIT CONTENTBase your assessment on things in the modelIdentify which thing or things each piece of c...
SOURCE: GOV.UK/DESIGNPRINCIPLES
WHAT WOULD GOOGLE DO?Do what you do best, and link to the rest.Jeff JarvisThe link forces specialization, and specializati...
TOO LITTLE CONTENTIf you don‟t have content for certain things, don‟t worry.You don‟t have to expose all of your model at ...
SEEK OUT THE SILOSOther parts of yourorganisation may be sittingon a goldmine of content orbusiness data.Find it and explo...
STEAL FROM HIPPIESThird party content andmetadata can be accessedlike a remote database andadded to your pages.A lot of it...
OUR CONTENT MANAGEMENT SYSTEM IS THE WEB.
A MINIMUM VIABLE WORKSHOP               FOR IA SUMMIT 2013ATOMIC CONTENT             #IAS13 | @MIKEATHERTON
CONTENT REUSEChunking is the process of reducing content down to„Minimum Reusable Units‟ (MRUs)  Works well for technical ...
WHAT ARE WE TRYING TO ACHIEVE?Finding many contextual outlets for our contentCreating content that works across channelsMi...
Mike Atherton | @mikeatherton
FINDING A BALANCEWhere is the sweet spot between reusable units and theeffort needed to obtain them?TV episode            ...
OUR PRINCIPLESNever duplicate coverage within your own contentDo what you do best, and link to the restCreate chunks based...
A MINIMUM VIABLE WORKSHOP         FOR IA SUMMIT 2013 CONTENTCURATION       #IAS13 | @MIKEATHERTON
WHAT IS A CURATOR?A content specialist responsible for an institutionscollections and the interpretation of heritage mater...
SECTION REVIEWAudit your content to map it to your modelKill duplication and focus effort on „one page per thing‟Find miss...
DISCUSSION TIMEWhat kind of content do you work with?
A MINIMUM VIABLE WORKSHOP              FOR IA SUMMIT 2013BRINGING IT TO  THE SCREEN            #IAS13 | @MIKEATHERTON
ADAPTIVE CONTENTPresenting the same content and structure across devicesfrom a single point of creation and management.
ONE PAGE PER THING (AGAIN!)Having a page for each example of a thing is makes it easierto find, link to and cite as a usef...
TRANSCLUSIONSIt‟s not always necessary to make a whole page for everything defined in the model. Some things don‟t warrant...
CONTENT AND BUSINESS DATAMake your content dominate the page, but support it withrelevant business metadata.Metadata provi...
DEVICE DECISIONSConsider representations foreach device, not just desktop.Only include content that canbe consumed on the ...
A MINIMUM VIABLE WORKSHOP           FOR IA SUMMIT 2013NAVIGATION         #IAS13 | @MIKEATHERTON
UP AND DOWN AND SIDE TO SIDEContent modelling is great for horizontal navigation tobrowse by meaning. Support it with top-...
BBC FOOD CONTENT MODEL
EVERY PAGE IS A HOME PAGEFor content sites, most traffic comes directly to thing pagesfrom search and social media, not th...
LEARNING THROUGH LINKINGYou‟ve put all your effort into creating a model whichdescribes the relationships between things.U...
SUPPORT CURIOSITYYour subject model touches many others through boundaryobjects, encouraging wider exploration.Expose link...
ONLY CONNECTMagazines are made of pages, the web is made of links.Link wherever you can, within your own content and to th...
SECTION REVIEWDesign representations for your things across all devicesOnly create „pages‟ where they have valueBuild vert...
EXERCISE TIME! (25 MINUTES)Sketch a layout for a „thing‟ page, including:Core content focused on one topicDefined relation...
A MINIMUM VIABLE WORKSHOP               FOR IA SUMMIT 2013TIME TO WRAP UP             #IAS13 | @MIKEATHERTON
WHAT DID WE COVER?Structured content breaks subjects into things and relationshipsIt begins by talking to experts and user...
WHAT DIDN‟T WE COVER?Translating a content model to a data modelReshaping business dataWorking with existing content manag...
ALL YOU NEED TO KNOWMake the best content available for your subjectFocus each page around a single topicStructure your co...
BBC.CO.UK/NATURE/WILDLIFE    LANYRD.COM   TVFOODMAPS.COM      ARIZONAGUIDE.COM           GOV.UK     BBC.CO.UK/FOODSTRUCTUR...
Michael Smethurst   Silver Oliver       Chris Sizemore       Paul Rissen     Tom Scott  @fantasticlife    @silveroliver   ...
Content Everywhere       Managing Enterprise Content   Content Strategy for Mobile   Domain-Driven Design      Domain-Driv...
GOOGLE KNOWLEDGE GRAPH
A MINIMUM VIABLE WORKSHOP                FOR IA SUMMIT 2013       THE ENDTIME FOR A FINAL DISCUSSION?              #IAS13 ...
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
Modeling Structured Content - IAS13 workshop
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Modeling Structured Content - IAS13 workshop

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Half-day introduction to content modeling and the creation and management of structured, adaptive content. Features lots of examples from the BBC, and is sort of based this talk: http://www.slideshare.net/reduxd/beyond-the-polar-bear . First given at IA Summit 2013. Contact me if you'd like me to run it for you.

Modeling Structured Content - IAS13 workshop

  1. 1. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013MODEL(L)INGSTRUCTURED CONTENTAPRIL 4 2013 | 8.30AM-12.30PM #IAS13 | @MIKEATHERTON
  2. 2. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013GETTING STARTED #IAS13 | @MIKEATHERTON
  3. 3. WHY YOU‟RE HEREUnderstand what we mean by „structured content‟Learn how to construct a content modelDiscuss the advantages of model-based IAUncover issues and challenges from each other #IAS13 | @MIKEATHERTON
  4. 4. THE PLAN FOR TODAY08.35amIntroduction to structured content09.20am Researching a subject domain10.00am Making a content model10.30am Break10.40am Sourcing and shaping content11.40am Page design and navigation12.25pm Wrap Up #IAS13 | @MIKEATHERTON
  5. 5. TOM‟S DILEMMAHow to build a deep contentsite that navigated the BBC‟sarchive of Natural History  Informs, educates and entertains  Cheap to build, easy to manage  Sensible and useful to use
  6. 6. BBC NATURAL HISTORYProgrammes span animals, locations, time periods
  7. 7. HOW TO MAKE SENSE OF IT?Show archive? A selection of „best‟ clips? A geographicmap? A timeline? A new internet TV channel?
  8. 8. A WHOLE NEW WORLDContent based on archive footageRecombined in new and useful waysAim of showing how natural world joins together #IAS13 | @MIKEATHERTON
  9. 9. CARL LINNAEUS – INFORMATION ARCHITECT1707 – 1778. Naturalist who dedicated his life to theclassification of plants and animals.
  10. 10. location event participates in individual bio_event is composed of features inecozones cohort is aggregation is aggregation of of has adaptationecoregions species adaptation is composed of lives in habitat domicile con_status
  11. 11. ATOMISING CONTENTComplete programmes were segmented into clips thatconformed to the things defined in the content model.
  12. 12. HAPPILY EVER AFTERTom‟s work changed howwebsites were constructed atthe BBC, meeting their needto connect diverse and wide-ranging topics.
  13. 13. WHAT IS STRUCTURED CONTENT?Structured content refers to information or content that hasbeen broken down and classified using metadata.WikipediaBroken down Classified Metadatainto discrete concepts as real-world things and relationships a structure readable by robots and people #IAS13 | @MIKEATHERTON
  14. 14. ROBOTS AND PEOPLE<rdfs:label>Tiger</rdfs:label><wo:adaptationrdf:resource="/adaptations/Carnivore"/><wo:adaptationrdf:resource="/adaptations/Nocturnality"/><wo:livesInrdf:resource="/habitats/Savannahs"/><wo:genusrdf:resource="/nature/life/Panthera#genus"/><wo:familyrdf:resource="/nature/life/Felidae#family"/><wo:orderrdf:resource="/nature/life/Carnivora#order"/><wo:classrdf:resource="/nature/life/Mammal#class"/>
  15. 15. WHY SHOULD YOU CARE?Manage content at scale Improve findabilityMeaningful navigation Support social sharingExpose long-tail content Improve SEOReuse content assets Design for all devicesBridge across subjects Robot-friendly
  16. 16. ALL SUBJECTS LARGE AND SMALLWhile the advantages of structured content are apparent atscale, the approach benefits projects of any size.Forget sitemaps.Forget your content inventory.Understand and respect the subject. #IAS13 | @MIKEATHERTON
  17. 17. Dishes Cuisines Courses Ingredients Wine pairings Locations Chefs DietsWHAT‟S COOKIN‟?What are the things a restaurant might want to express?
  18. 18. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013CONTENT MODELS #IAS13 | @MIKEATHERTON
  19. 19. TROUBLES WITH HIERARCHYKnowledge is wild and untamed. Hierarchy tries to imposerigid structure, sometimes arbitrarily.
  20. 20. DISNEY PARKS – THE CONTENT MODEL Location Hotel Meal Character Resort Weenie Restaurant Creator Park Land Attraction Work #IAS13 | @MIKEATHERTON
  21. 21. EXAMPLES OF THINGSLIVE MUSIC Venue Location Artist Setlist Song Performance Lineup Genre TourWHISKY Type Brand Distillery Vintage Country Region Cask Bottler Alcohol #IAS13 | @MIKEATHERTON
  22. 22. EXAMPLES OF RELATIONSHIPS Lives inGIANT PANDA BROADLEAF FOREST Winner ofARGO BEST PICTURE OSCAR Nominated forLINCOLN BEST PICTURE OSCAR Ingredient inBUTTER HOLLANDAISE SAUCE Ingredient inHOLLANDAISE SAUCE EGGS BENEDICT #IAS13 | @MIKEATHERTON
  23. 23. “Science” Content ModelTom Scott, Michael Smethurst, Silver Oliver, Paul Rissen http://derivadow.com/2011/04/19/science-ontology-take-three/
  24. 24. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013THINGS ANDDOCUMENTS #IAS13 | @MIKEATHERTON
  25. 25. THE MAP IS NOT THE TERRITORYAlways separate thinking about real-world things from thedocuments which describe those things.Resource before representation. #IAS13 | @MIKEATHERTON
  26. 26. Haunted MansionOpened in 1969Part of New Orleans SquareCreated byHarper Goff, RollyCrump, Yale Gracey, Ken Andersonen.wikipedia.org/wiki/Haunted_MansionOpened in 2003Part of en.wikipedia.org/wiki/New_Orleans_SquareCreated byJiang, DavidLevinson, Branddobe, Brian Kendiget al.
  27. 27. BEING ROBOT FRIENDLYHumans are great at extracting meaning from documents.Robots aren‟t.“The Haunted Mansion can be found in charming New Orleans Square.”Noun (Haunted Mansion) –Verb (Located) –Noun (New Orleans Square)<dbpedia.org/resource/Haunted_Mansion> <isLocatedIn> <dbpedia.org/resource/New_Orleans_Square> #IAS13 | @MIKEATHERTON
  28. 28. WHEN WORLDS COLLIDE The BBC knows when its played a record by Billie Holliday MusicBrainz knows all the records Billie Holliday ever released DBpedia knows Billie Holliday was from Baltimore DBpedia knows Philip Glass is also from Baltimore The BBC knows when its played a record by Philip GlassExample lovingly ripped-off fromhttp://www.bbc.co.uk/blogs/radiolabs/s5/linked-data/s5.html #IAS13 | @MIKEATHERTON
  29. 29. SECTION REVIEWStructured content breaks down information into things and therelationships between them.A content model maps our subject domain, not our website structureor content inventory.Assertions distinguish between real-world things and the documentsthat refer to them. #IAS13 | @MIKEATHERTON
  30. 30. DISCUSSION TIMEAny questions so far?
  31. 31. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013RESEARCHINGYOUR SUBJECT #IAS13 | @MIKEATHERTON
  32. 32. A MODEL IS NOT REALITYIt‟s an imperfect, subjective, iterative take on a subjectunderstandable to users and acceptable to experts.
  33. 33. TALK TO THE EXPERTS FIRSTGet an overall picture of their world. Find where the bordersare and demystify any jargon.
  34. 34. A CONVERSATION WITH A RARE BOOK DEALERWhat do we mean by first edition? example, the second issue of Walt Whitman‟s Drum Taps“An edition includes all copies printed from the same plates or includes the poet‟s moving homage to the fallen presidentsetting of type without substantial change. The first edition Abraham Lincoln. The first issue does not because it wasconsists of all the copies printed from the first setting of type. completed before Lincoln‟s death.Any edition can appear in multiple printings, and each printingincludes all of the copies produced from the same plates at a How do you identify a version of a book?given time. Sometimes the statement „first edition‟ needs to be Bibliographers study an author‟s printed works to record thequalified. The phrase „first American edition‟, for physical characteristics of the books, including the binding andinstance, indicates that the book was first published in another dust wrapper.country and this is its first appearance in America. Is the first edition always preferred?Do changes in content result in a new edition? Not always. Bibliographers will often designate a „bestWhen there are minor things to change, like a typographical edition‟, an edition preferred over the first for its superiorerror, a publisher might create a different state of that edition. organization and content. For example, Elizabeth BarrettThat‟s different to issues, which are created intentionally by the Browning‟s famous Sonnets From the Portuguese appears inpublisher to produce copies that differ from the rest. For the second edition of her Poems, not in the first edition.” www.baumanrarebooks.com
  35. 35. TALK TO USERS NEXTDiscover their priorities. Which things do they care mostabout? Does their terminology differ?
  36. 36. FIND THE BEST FITExperts map the world, users mark points of interest. Find abalance between authoritative and accessible.Good model-based design has complexity behind thescenes and simplicity up front. #IAS13 | @MIKEATHERTON
  37. 37. SEARCH ANALYTICSUse search logs to find theconcepts your visitorsconsider important, and thelanguage they‟re using.
  38. 38. UBIQUITOUS LANGUAGE“A language structured around the model and used by allteam members to connect all activities with the software.”Eric Evans
  39. 39. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013 FINDINGTHE EDGES #IAS13 | @MIKEATHERTON
  40. 40. MANY SUBJECTS INTERCONNECT
  41. 41. BOUNDARY OBJECTSThings that exist in different subject contexts, sometimes subtlydifferent in use, but intrinsically the same thing**often a matter of debate.
  42. 42. LINKING BETWEEN SUBJECT DOMAINS TV SHOW PAGE WITH TRACKLISTING MUSIC ARTIST PAGE #IAS13 | @MIKEATHERTON
  43. 43. CONNECTING THE WORLD #IAS13 | @MIKEATHERTON
  44. 44. SECTION REVIEWModeling begins with research; talking to experts and users tounderstand and articulate their subject.Ubiquitous language describes the granular terms that will be used byeveryone on the project.Boundary objects show where your subject model can connect toneighboring models. #IAS13 | @MIKEATHERTON
  45. 45. EXERCISE TIME! (1O MINUTES)Take the roles of subject expert and interviewer.Grill the expert to uncover as much as you can about theirsubject, dig into any jargon or complexity, and make a list ofup to 10 things that sound important.Stuck? Try Books, Videogames, Architecture or Man V Food #IAS13 | @MIKEATHERTON
  46. 46. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013BOXES AND ARROWS #IAS13 | @MIKEATHERTON
  47. 47. dish ingredient TV episode chef location challenge winner recipe Cuisine Course challenge challenge type restaurantPREVIOUSLY…We‟ve collected a list of things that describe a subject.
  48. 48. dish chef ingredient recipe restaurant TV episode challenge Challengelocation challenge Cuisine Course type winnerSTEP ONECopy each thing to a sticky note ready to arrange on paper.Write examples of each thing on the back to remind you.
  49. 49. TV episode chef Cuisine location dish Course restaurant recipe challenge type ingredient challenge Challenge winnerSTEP TWORearrange and sketch relationship lines in pencil betweenthe things that indicate how they relate.
  50. 50. works at TV episode chef has dish Cuisine based in created featured in has cuisine location dish has recipe Course has restaurants has recipe located in created by example of has course restaurant has chef has ingredient recipe has challenge challenge type included in has recipe has type winner of ingredient used in challenge has winner Challenge winnerSTEP THREEApply simple labels to both ends of the connectors whichdescribe the relationship.
  51. 51. STEP FOURWork through the model with some examples, and refine asneeded, adding new things or changing relationships.
  52. 52. EXERCISE TIME! (25 MINUTES)Taking the list of things from the previous exercise, prepare acontent model for your chosen subject.Step 1: Write each thing on a sticky note, with examples on the back.Step 2: Arrange on paper, and sketch connections between.Step 3: Label each end of the connection to describe the relationshipStep 4: Review and refine #IAS13 | @MIKEATHERTON
  53. 53. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013BREAK TIME! BACK IN 10 MINUTES. #IAS13 | @MIKEATHERTON
  54. 54. YOUR MODELSLet‟s review!
  55. 55. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013CONTENT IS KING #IAS13 | @MIKEATHERTON
  56. 56. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013CONTENT IS ‟KING HARD #IAS13 | @MIKEATHERTON
  57. 57. EVERYTHING STARTS WITH GOOD CONTENTContent is not the stuff we pour into nicely designedcontainers. It is not the stuff we chase up from the client atthe last moment. It is not a placeholder.Content is the whole damn point. #IAS13 | @MIKEATHERTON
  58. 58. DUPLICATION IS WASTEAnd often the symptom of a fragmented organisationpublishing independently for different reasons.
  59. 59. OUR PRINCIPLE: ONE PAGE PER THINGDefine no more than one location for each informationresource, with each resource limited in scope to one conceptinstance.
  60. 60. FOCUSING EFFORTOne page per thing focuseseditorial effort in a singlelocation, improving workflowefficiency and page quality.
  61. 61. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013AUDITINGCONTENT #IAS13 | @MIKEATHERTON
  62. 62. CONTENT AUDITA key tool in content strategy. Uses a spreadsheet to auditand classify existing content inventory.
  63. 63. USING YOUR MODEL TO AUDIT CONTENTBase your assessment on things in the modelIdentify which thing or things each piece of content is aboutFind where the gaps are in your current inventoryFind opportunities to reduce content #IAS13 | @MIKEATHERTON
  64. 64. SOURCE: GOV.UK/DESIGNPRINCIPLES
  65. 65. WHAT WOULD GOOGLE DO?Do what you do best, and link to the rest.Jeff JarvisThe link forces specialization, and specialization demands quality. #IAS13 | @MIKEATHERTON
  66. 66. TOO LITTLE CONTENTIf you don‟t have content for certain things, don‟t worry.You don‟t have to expose all of your model at once.
  67. 67. SEEK OUT THE SILOSOther parts of yourorganisation may be sittingon a goldmine of content orbusiness data.Find it and exploit it.
  68. 68. STEAL FROM HIPPIESThird party content andmetadata can be accessedlike a remote database andadded to your pages.A lot of it is free.
  69. 69. OUR CONTENT MANAGEMENT SYSTEM IS THE WEB.
  70. 70. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013ATOMIC CONTENT #IAS13 | @MIKEATHERTON
  71. 71. CONTENT REUSEChunking is the process of reducing content down to„Minimum Reusable Units‟ (MRUs) Works well for technical documents and proposals Helps to manage content at scale Can break narrative flow Can be more pain than gain #IAS13 | @MIKEATHERTON
  72. 72. WHAT ARE WE TRYING TO ACHIEVE?Finding many contextual outlets for our contentCreating content that works across channelsMinimising duplication and focusing effortStructuring content units that map to mental models #IAS13 | @MIKEATHERTON
  73. 73. Mike Atherton | @mikeatherton
  74. 74. FINDING A BALANCEWhere is the sweet spot between reusable units and theeffort needed to obtain them?TV episode Act Scene ShotBroad Specific(less production effort) (more production effort) #IAS13 | @MIKEATHERTON
  75. 75. OUR PRINCIPLESNever duplicate coverage within your own contentDo what you do best, and link to the restCreate chunks based on the granularity of your modelBe realistic about which parts of the model you can expose #IAS13 | @MIKEATHERTON
  76. 76. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013 CONTENTCURATION #IAS13 | @MIKEATHERTON
  77. 77. WHAT IS A CURATOR?A content specialist responsible for an institutionscollections and the interpretation of heritage material.Wikipedia #IAS13 | @MIKEATHERTON
  78. 78. SECTION REVIEWAudit your content to map it to your modelKill duplication and focus effort on „one page per thing‟Find missing pieces from within your business or the webFind a level of content chunking you can live withUse a curation layer to make content remixes #IAS13 | @MIKEATHERTON
  79. 79. DISCUSSION TIMEWhat kind of content do you work with?
  80. 80. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013BRINGING IT TO THE SCREEN #IAS13 | @MIKEATHERTON
  81. 81. ADAPTIVE CONTENTPresenting the same content and structure across devicesfrom a single point of creation and management.
  82. 82. ONE PAGE PER THING (AGAIN!)Having a page for each example of a thing is makes it easierto find, link to and cite as a useful reference.
  83. 83. TRANSCLUSIONSIt‟s not always necessary to make a whole page for everything defined in the model. Some things don‟t warrant it.Consider exposing some things only as parts of other pages.Only expose a page where that page has value. #IAS13 | @MIKEATHERTON
  84. 84. CONTENT AND BUSINESS DATAMake your content dominate the page, but support it withrelevant business metadata.Metadata provides context and opportunities for onwarduser journeys. #IAS13 | @MIKEATHERTON
  85. 85. DEVICE DECISIONSConsider representations foreach device, not just desktop.Only include content that canbe consumed on the device.
  86. 86. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013NAVIGATION #IAS13 | @MIKEATHERTON
  87. 87. UP AND DOWN AND SIDE TO SIDEContent modelling is great for horizontal navigation tobrowse by meaning. Support it with top-down navigationtaken from major themes in the model.Don‟t create navigational classifications that aren‟texpressed in the model. #IAS13 | @MIKEATHERTON
  88. 88. BBC FOOD CONTENT MODEL
  89. 89. EVERY PAGE IS A HOME PAGEFor content sites, most traffic comes directly to thing pagesfrom search and social media, not the home page.Every landing page should articulateDesired contentLinked supporting contextProduct proposition #IAS13 | @MIKEATHERTON
  90. 90. LEARNING THROUGH LINKINGYou‟ve put all your effort into creating a model whichdescribes the relationships between things.Use links to provide context and teach the user about howtheir next destination is connected. #IAS13 | @MIKEATHERTON
  91. 91. SUPPORT CURIOSITYYour subject model touches many others through boundaryobjects, encouraging wider exploration.Expose links across subject domains wherever possible. #IAS13 | @MIKEATHERTON
  92. 92. ONLY CONNECTMagazines are made of pages, the web is made of links.Link wherever you can, within your own content and to theoutside world.Link before duplicating. Link because its polite. Link. #IAS13 | @MIKEATHERTON
  93. 93. SECTION REVIEWDesign representations for your things across all devicesOnly create „pages‟ where they have valueBuild vertical navigation using concepts from the modelTreat every landing page like a home pageUse links as context within and around the subject #IAS13 | @MIKEATHERTON
  94. 94. EXERCISE TIME! (25 MINUTES)Sketch a layout for a „thing‟ page, including:Core content focused on one topicDefined relationships to supporting conceptsLinks to other subject domainsTop-down navigation using model entitiesImagine someone has come straight to this page from Google. #IAS13 | @MIKEATHERTON
  95. 95. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013TIME TO WRAP UP #IAS13 | @MIKEATHERTON
  96. 96. WHAT DID WE COVER?Structured content breaks subjects into things and relationshipsIt begins by talking to experts and users to understand their worldThe mental model becomes a content model for your whole teamYour content needs to be atomised to align to the modelSupporting content may be hiding in your business silos„One page per thing‟ makes content easier to manage and link to #IAS13 | @MIKEATHERTON
  97. 97. WHAT DIDN‟T WE COVER?Translating a content model to a data modelReshaping business dataWorking with existing content management systemsDesigning URL strategyPublishing for machinesMore detail on everything elseMaybe next time. #IAS13 | @MIKEATHERTON
  98. 98. ALL YOU NEED TO KNOWMake the best content available for your subjectFocus each page around a single topicStructure your content with metadataLink as much as you possibly can #IAS13 | @MIKEATHERTON
  99. 99. BBC.CO.UK/NATURE/WILDLIFE LANYRD.COM TVFOODMAPS.COM ARIZONAGUIDE.COM GOV.UK BBC.CO.UK/FOODSTRUCTURED CONTENT IN ACTION
  100. 100. Michael Smethurst Silver Oliver Chris Sizemore Paul Rissen Tom Scott @fantasticlife @silveroliver @onpause @r4isstatic @derivadow Karen McGrane Cleve Gibbon Sara Wachter-Boettcher Jeff Eaton Rachel Lovinger @karenmcgrane @cleveg @sarawb @eaton @rlovingerPEOPLE TO LOOK OUT FOR
  101. 101. Content Everywhere Managing Enterprise Content Content Strategy for Mobile Domain-Driven Design Domain-Driven Design QuicklySara Wachter-Boettcher Ann Rockley Karen McGrane Eric Evans InfoQ „How we make websites‟ by Michael Smethurst „Content Modelling – A Master Skill‟ by Rachel Lovinger bbc.co.uk/blogs/radiolabs/2009/01/ alistapart.com/article/content-modelling-a-master-skill WHAT TO READ
  102. 102. GOOGLE KNOWLEDGE GRAPH
  103. 103. A MINIMUM VIABLE WORKSHOP FOR IA SUMMIT 2013 THE ENDTIME FOR A FINAL DISCUSSION? #IAS13 | @MIKEATHERTON

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