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Metro Detroit Content Strategy Meetup
September 15, 2016
1
1. Introductions
2. The basics
3. Activity
4. Content model applications
2
It’s really not that hard.
3
Content modeling is the practice of analyzing and
using the underlying structures of your content to
create more efficient and effective content systems.
Leads the way to:
 Structured content
 Intelligent content
 Personalized content
4
5
Source: http://alistapart.com/article/content-modelling-a-
master-skill
Source: http://alistapart.com/article/strategic-content-management
6
Source: http://www.cmsmyth.com/2015/11/connecting-the-content-model-personalizations-rosetta-stone/
7
Content models are composed of content
types, and the relationships between them.
Content types are composed of content
elements.
8
 Content element
 Content element
 Content element
 Content element
 Content element
9
Content type:
a meaningful, potentially reusable
grouping of content elements,
independent of presentation.
Example: A recipe
Content element:
a single part of a content chunk
that, together with other content
elements, make a content type.
Example: recipe name,
ingredients, serving time,
procedure
Content Type
Little content type, who made thee?
10
1. Existing forms
Blog
FAQ
Glossary definition
Listicle
11
12
• 37 studio albums
• 522 original songs
• “Like a Rolling Stone”
named best song of
all time … by Rolling
Stone.
• “Blowin in the Wind”
played before MLK’s
“I Have a Dream
Speech.”
13
“I wasn’t inventing
anything.
I was just working
within existing
forms.”
1. Existing forms
Blog
FAQ
Glossary definition
Listicle
2. Your unique business content
14
15
“You can see a lot by looking.” – Yogi
Berra
16
1. Collect sample content.
 High-use webpages
 Content audits help
 Training documents
 Look at different channels and media (email, social, print)
 Look at competitor sites, for gap analysis
2. Gather a team of know-it-alls.
3. Then comes the actual hard part…
17
18Source: Exodus 14:21
Content Type
 Content element
 Content element
 Content element
 Content element
 Content element
Container/Pattern
 Design element
 Design element
 Design element
 Design element
 Design element
19
Content Presentation
THING
Content
Type: Loan Product
Product Name
Pitch/tagline
Presentation
Page Header
Headline
Sub headline
20
Fork Module
Headline
Sub headline
Body
Button Copy
Type: Mortgage
Path
Decision Name
Path name
Path description
Call to Action
Content
Content Type: Recipe
Recipe Name
Contributor
Yield
Recipe Time
Image
Image Source
Short Description
Original Source
Cooking Style
Rating
Ingredients
Presentation
Design Pattern: Recipe
Page
Headline (H1)
Author Display
Recipe Essentials
Image
Body Copy
21
22
I see content types
Contains 2 or more content elements
Is named based on what it is, not what it
looks like (“loan name” not “headline”).
Can be re-used in many different forms or
media
23
MULTI-
CHANNEL
PUBLISHINGHere, There, and Everywhere
24
Title
Byline
Publication
attribution
Yield/# of Servings
Active Time
Total Time
Teaser
Image
Preparation
Main Ingredients
Servings
Cooking/Prep Time
Nutritional
Information
Level
25
Content Elements
 Title
 Byline
 Publication attribution
 Yield/# of Servings
 Active Time
 Total Time
 Teaser
 Image
 Preparation
 Main Ingredients
 Servings
 Cooking/Prep Time
 Nutritional Information
 Level
26
Content Elements
 Title
 Byline
 Publication attribution
 Yield/# of Servings
 Active Time
 Total Time
 Teaser
 Image
 Preparation
 Main Ingredients
 Servings
 Cooking/Prep Time
 Nutritional Information
 Level
27
 Mobile/Native Recipe App
 Email:
 “Recipe of the week” weekly email
 “Send to a friend” functionality
 Social:
 Recipe ads on Facebook;
 Send to YouTube video description
 Send to interactive refrigerator/Apple Watch/
 Export to print book/magazine/back of food package
 Licensing opportunities: License recipe library to 3rd party
28
A NEW
CMS/WEBSITE
Who doesn’t love their CMS?!
29
Content
Content Type: Recipe
Recipe Name
Contributor
Yield
Recipe Time
Image
Image Source
Short Description
Original Source
Cooking Style
Rating
Ingredients
Presentation
Design Pattern: Recipe
Page
Headline (H1)
Author Display
Recipe Essentials
Image
Body Copy
30
You have to have a content
management strategy to have a
really effective content
management system.
32
CONTENT
GOVERNANCE
So hot right now, amirite?
33
 Content libraries:
 Recipes
 ecommerce: product information
 FAQs: Use metadata to dynamically curate
 Time-bound content
 Evergreen content: schedule a review x times per year
 Temporary content:
 Do we run this sweepstakes every year?
 ArchivePlanReuseRelaunchArchive (repeat)
 High-Value/Traffic v. Long-Tail
 Disclaimers
34
“Some things you can’t unsee, bro.”
-The League
35
36
Car
Car
Model
Car logo
Distinguishi
ng Feature
Inspiration
al
quotation
Library
System
Library
Branch Name

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Content modeling detroitcs_meetup_9.14.2016

Hinweis der Redaktion

  1. Quote in “No direction home” just before the performance of “Ballad of a Thin Man.”
  2. Before there were good websites, there were good things. These sites create action and loyalty.
  3. https://www.youtube.com/watch?v=Az4k8sJoEyI
  4. Mention Sara Wachter-Boettcher, Content Everywhere.
  5. At this point, we should tell the story of how we came up with pitch. Next recipe independent of design. Recipe with design.