Architecting Your Content For the Unknown Consumer (presented by Richard Jones at eZ Conference 2016)
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The document discusses the rapid changes in consumer behavior and the importance of adapting content strategies to meet unknown consumer needs. It emphasizes the shift from traditional page-based content management to a more flexible content model that accommodates structured data and various consumer devices. The author advocates for creating smaller, purpose-driven content types while considering future complexities and stakeholder engagement.
Architecting Your Content For the Unknown Consumer (presented by Richard Jones at eZ Conference 2016)
- 1. TM Architecting your Content for the Unknown Consumer 05.10.16 Richard Jones, Technical Director eZ Conference, Paris 2016
- 2. TM Richard Jones Technical Director Inviqa Content Practice Content, Commerce, Innovation
- 3. Your customer’s behaviour is changing faster than you are TM
- 4. You need to keep pace with requirements you may not even be aware of TM
- 5. Being Prepared Why today’s web is unpredictable What’s likely to change How you can be ready now
- 7. TM By definition: Anything you are testing for Assume everything else is unknown The Known Consumer
- 9. Defining the IoT Headline devices Smart Refrigerators Household domestic appliances
- 11. Outside the headlines Environmental monitoring Infrastructure management Manufacturing Energy Management Medical and Healthcare
- 12. Outside the headlines Consumer Wearable Quantified Self Smart Retail
- 13. 5.5 million new things get connected to the internet each day (Gartner)
- 14. How many of these are content consumers?
- 15. Vodafone: Store kiosks driven from central content repository
- 16. Realtime Data Using realtime data to power applications
- 17. Amazon Echo: A revolutionary content consumer
- 19. Some content dates quickly
- 20. What if you could correct at source?
- 21. Could content save a life? A Smart device could check for itself if it had been recalled
- 22. Always up to date A self driving car could consume many types of content to improve its abilities
- 23. How we present this data is the key
- 24. Software is not good at interpreting meaning
- 25. Unstructured vs Structured Data
- 26. Use of structured data for other purposes
- 27. How do we support these unknown consumers?
- 28. Much people still thinks in the “page” model Pages may have semantic elements At best these are signals for interpretation The Web as Pages
- 29. We need a Content Management System to allow us to move beyond “page” thinking Beyond the Page
- 30. Content model and structure Delivery / Access mechanism Beyond the page
- 31. Content creators need to think beyond pages Relinquish control of layout Challenges
- 32. A debate well covered elsewhere aka Battle for the Body Field A conversation that is still ongoing Blocks vs Chunks
- 33. Also a well covered topic Very relevant to our scenarios The use case for context specific content is valid here Adaptive vs Responsive
- 34. Do we want to?
- 35. Open Data Paid API access Metered API access Business Models
- 36. Value added service Offer content in a usable format Business Models
- 37. How do we get there?
- 38. Structure the content model Expose content using a documented API Steps to Prepare
- 39. Conceptually can start quite simple Complexity tends to escalate as you work through the relationships The Content Model
- 43. Object Oriented Programing Well understood in the computer science world Some principles could be applied to content modelling Comparing to OOP
- 44. Objects which may contain data in the form of fields Code in the form of methods Single responsibility principle Interface segregation principle Definition
- 45. A content type should be as simple as possible It should be for one purpose only Do not assume dependencies that may not be present A field should have one clear purpose Loose interpretation
- 46. How do we get to the content model?
- 47. Different roles have different relationships with the content Engaging with all the voices helps us build a complete content model Content Workshops
- 48. The importance of invisible data
- 50. Organisation specific taxonomy with an unknown audience - open standards are better Examples of Metadata
- 51. Organisation specific taxonomy with an unknown audience - open standards are better GS1 Smart Search
- 52. Data always beats judgement No matter how long you’ve been in the industry No matter how well you know your products Intuition is not a science Examining Relationships
- 54. Niche Camera publication Taxonomy Example
- 56. Content types that provide nothing in isolation “Signposts”, “Jumps”, “Shortcuts” Non-Content Content
- 57. Instead use alternative views of the referenced content: e.g. Teasers, List view Non-Content Content
- 58. A content type that covers multiple use cases Violates the single responsibility principle Reluctance to have multiple content types leads to a monster content type Godzilla Content Type
- 59. Instead: Don’t be afraid to have more smaller content types Consider relationships Think carefully about single responsibility Godzilla Content Type
- 60. Using a field name that doesn’t make immediate sense to the editor Fields that are used for different things in difference scenarios Lead to loss of structure Field Ambiguity
- 61. Instead: Agree clear naming with all content stakeholders Create clear guidelines / help text. Field Ambiguity
- 62. Fields that are not really content Designed to affect the layout of the “page” via template logic Logic Fields
- 63. Don’t mix layout with content The application theme layer can handle this for you. Logic Fields
- 64. What Next?
- 65. Use a CMS with a good Content Model Toolset
- 66. Educate Stakeholders regarding the benefits of structured content
- 67. Split content from design
- 68. Handle creative objections early
- 69. Spend time on the content model
- 70. Allow more time that you think you need Focus on the future - and abstract Simplify the design - leave no room for interpretation Consistency of fields - eg date formats Content Model
- 71. Think through all possible relationships Break content into the smallest possible pieces Hold the smallest amount of formatting possible Content Model
- 72. Future proof your content
- 74. Embrace the unknown and create a legacy
- 75. TM Questions?