Content modeling detroitcs_meetup_9.14.2016

Metro Detroit Content Strategy Meetup
September 15, 2016
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1. Introductions
2. The basics
3. Activity
4. Content model applications
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It’s really not that hard.
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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
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Source: http://alistapart.com/article/content-modelling-a-
master-skill

Source: http://alistapart.com/article/strategic-content-management
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Source: http://www.cmsmyth.com/2015/11/connecting-the-content-model-personalizations-rosetta-stone/
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Content models are composed of content
types, and the relationships between them.
Content types are composed of content
elements.
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 Content element
 Content element
 Content element
 Content element
 Content element
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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?
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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.”

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“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

“You can see a lot by looking.” – Yogi
Berra
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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

Content Type
 Content element
 Content element
 Content element
 Content element
 Content element
Container/Pattern
 Design element
 Design element
 Design element
 Design element
 Design element
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Content Presentation
THING

Content
Type: Loan Product
Product Name
Pitch/tagline
Presentation
Page Header
Headline
Sub headline
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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
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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
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MULTI-
CHANNEL
PUBLISHINGHere, There, and Everywhere
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Title
Byline
Publication
attribution
Yield/# of Servings
Active Time
Total Time
Teaser
Image
Preparation
Main Ingredients
Servings
Cooking/Prep Time
Nutritional
Information
Level
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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
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 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
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A NEW
CMS/WEBSITE
Who doesn’t love their CMS?!
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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

Content modeling detroitcs_meetup_9.14.2016

You have to have a content
management strategy to have a
really effective content
management system.
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CONTENT
GOVERNANCE
So hot right now, amirite?
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 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
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“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

Content modeling detroitcs_meetup_9.14.2016

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