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Mini-Workshop
Content Architecture:
Where Humans and Machines Agree
Andrea L. Ames (@aames)
Idyll Point™ Group
29 Nov 2017 @aames | © Idyll Point™ LLC
Today’s
discussion
Let’s get on the same page
@aames | © Idyll Point™ LLC
Today’s
discussion
What enables the best*–
and most consistent –
content architecture
*for your user and content experience
@aames | © Idyll Point™ LLC
Today’s
discussion
How to build it
@aames | © Idyll Point™ LLC
@aames | © Idyll Point™ LLC
Before we get started…a quick poll:
Content Modeling Experience
q I’m a pro…I modeled content on clay tablets in cuneiform.
q I’m experienced…I’ve been responsible for everything from modeling
concrete topics to building abstract models.
q I’ve done it a few times…I’ve done some topic modeling for specific
information using existing abstract models.
q I’m tabula rasa, baby…never done it.
@aames | © Idyll Point™ LLC
Let’s get on the same page
Let’s start with
a controlled
vocabulary J
Distinguish between
data, content, and
information
Distinguish between
content architecture and
information architecture
@aames | © Idyll Point™ LLC
FromAbby
Covert
(withacoupleoftweaks)
Data
facts, observations, and questions about
something
Content
what the user is interacting with or what you
are arranging or sequencing
Information
What the user interprets from the
arrangement of the content
Information architecture
how we arrange the user-facing parts to be
understandable as a whole
@aames | © Idyll Point™ LLC
Thus…
Content architecture
is how we arrange the content
and not always user-facing
@aames | © Idyll Point™ LLC
@aames | © Idyll Point™ LLC
Deliverable
Topic model
Content model
Experience framework
Personas,
journeys...
Content
types,
formats
Navigation,
search...
Metrics,
KPS...
Let’s level-set on levels … of abstraction
@aames | © Idyll Point™ LLC
Deliverable
Topic model
Content model
Experience framework
Personas,
journeys...
Content
types,
formats
Navigation,
search...
Metrics,
KPS...
Let’s level-set on levels … of abstraction
@aames | © Idyll Point™ LLC
Deliverable
Topic model
Content model
Experience model
Let’s level-set on levels … of abstraction
Taxonomy of your content
REMEMBER:
For our
customers
It’s more that just content
It’s the
experience
@aames | © Idyll Point™ LLC
And for us
It needs to be all about the
experience
Everything we do
should have
a direct correlation
to the experience
we’re building
@aames | © Idyll Point™ LLC
In the end…
Taxonomy is Rhetoric
(again, a la Abby Covert J)
There’s no one right way
Your organization and
classification says something
about you
Instead, make your taxonomy say
something about your user!
@aames | © Idyll Point™ LLC
Bad
experience
@aames | © Idyll Point™ LLC
Good
experience
@aames | © Idyll Point™ LLC
Factors
contributing to
sub-optimal
experience
@aames | © Idyll Point™ LLC
Lack of strategy
Lack of plan Silos
Politics
Lack of user
knowledge
Unplanned
redundancy
Inconsistency
Inappropriate incentives
Lack of measures
Disjointed
flow
Poor navigation design
Factors
contributing to
sub-optimal
content
architecture
@aames | © Idyll Point™ LLC
Lack of strategy
Lack of plan Silos
Politics
Lack of user
knowledge
Unplanned
redundancy
Inconsistency
Inappropriate incentives
Lack of measures
Disjointed
flow
Poor navigation design
@aames | © Idyll Point™ LLC
What enables the best and most
consistent content architecture
Models! And in particular, content models
Consistency
through
systems
Organizational support
Shared models à
processes, goals, incentives,
content types, metrics
Structured content
@aames | © Idyll Point™ LLC
1. Organization supports and incents
integrated content strategy,
design, and development
2. Teams plan content using
processes, frameworks, models
to create a unified content strategy
3. Strategy and design informed
by validated research
about the customer
4. The right content consistently
delivered where, when, and how
it’s needed to ensure customer
success across the entire journey
5. Effectiveness measured
ongoing to determine results
Content
strategy
ecosystem
excellence
@aames | © Idyll Point™ LLC
Experience
framework
@aames | © Idyll Point™ LLC
Personas,
journeys...
Content
types,
formats
Navigation,
search...
Metrics,
KPS...
Our focus
today
@aames | © Idyll Point™ LLC
Deliverable
Topic model
Content model
Experience framework
Content Model
Defines standard building blocks, called
“types”
Scale: From the atomic level to larger
deliverables
Includes: Any dimensions of types that
are important to your user/experience
and needed for appropriate author
access, storage, and delivery; e.g.,
subject, context(s), format, etc.
@aames | © Idyll Point™ LLC
Additional
context you
will need
@aames | © Idyll Point™ LLC
Personas,
journeys...
Content
types,
formats
Navigation,
search...
Metrics,
KPS...
Let’s evaluate
your current
context
@aames | © Idyll Point™ LLC
Interested in a detailed ecosystem evaluation? Contact me: andrea@IdyllPointLLC.com
@aames | © Idyll Point™ LLC
How to build it
(and if we have time, how to apply it J)
Warning:
Curves ahead
@aames | © Idyll Point™ LLC
Warning: More
curves ahead
Process that follows is ideal.
Assumes ecosystem support.
Your mileage may vary.
@aames | © Idyll Point™ LLC
Last warning:
“It depends”
There is more than one way
to skin a cat
Or to create a content
model…
top-down, bottom-up
Objects in mirror
are larger than they appear.
@aames | © Idyll Point™ LLC
Prereqs:
Leverage user
knowledge
The subjects and units of
information your users will
need
The best ways to structure
and combine the
information
The best presentation style
and media to communicate
the information
The deliverable and
delivery vehicle/channel
that will work best
@aames | © Idyll Point™ LLC 32
1
Create a
controlled
vocabulary
Standardize common subjects
Capture in taxonomy
Standardize common terms for
describing content model elements
Capture “all appropriate items”
@aames | © Idyll Point™ LLC 33
2
Identify
customer
deliverables
Define standard, customer-
recognizable information
deliverables
Specify how to combine atomic units of information
and common subjects to deliver understandable,
stand-alone information products that humans will
see and touch
Yes, this is a forward-reference J
@aames | © Idyll Point™ LLC 34
3
Identify
content atoms
Standardize list of required atomic
units of content
The information objects that you can’t break down
into smaller pieces without making them
meaningless
Capture as content type elements
– required and optional
@aames | © Idyll Point™ LLC 35
4
Identify
delivery
mechanisms
Identify delivery vehicles
Iterate with model defining access
mechanisms
@aames | © Idyll Point™ LLC 36
5
Make it easy to
implement
Develop presentation templates,
indicating how to use to present
the information deliverables for
human consumption, with required
and optional elements
Document it!
Describe required and optional deliverables with
their required and optional elements, how they
relate to one another and are used and delivered,
and how the content model can be applied to
produce offering-specific content
@aames | © Idyll Point™ LLC 37
6
38
Validate your
model
Across several different products,
information sets, etc.
Test early, test often, during the process of
developing your offering-specific content
@aames | © Idyll Point™ LLC 38
7
Applying your
model
Models have value when applied
systematically
Get stakeholder support
Train teams
Enforce use
Govern
@aames | © Idyll Point™ LLC 39
@aames | © Idyll Point™ LLC
Questions
@aames | © Idyll Point™ LLC
Andrea L. Ames
Keynote speaker, author
CEO/Founder & Content Experience Strategist
Idyll Point™ Group
Program Chair & Instructor, Technical Writing & Communication
UCSC Extension in Silicon Valley
2016 MindTouch Top 25 Content Strategy Influencer
STC Fellow & past president
ACM Distinguished Engineer
@aames | © Idyll Point™ LLC

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[Mini-Workshop] Content Architecture: Where Humans and Machines Agree

  • 1. Mini-Workshop Content Architecture: Where Humans and Machines Agree Andrea L. Ames (@aames) Idyll Point™ Group 29 Nov 2017 @aames | © Idyll Point™ LLC
  • 2. Today’s discussion Let’s get on the same page @aames | © Idyll Point™ LLC
  • 3. Today’s discussion What enables the best*– and most consistent – content architecture *for your user and content experience @aames | © Idyll Point™ LLC
  • 4. Today’s discussion How to build it @aames | © Idyll Point™ LLC
  • 5. @aames | © Idyll Point™ LLC Before we get started…a quick poll: Content Modeling Experience q I’m a pro…I modeled content on clay tablets in cuneiform. q I’m experienced…I’ve been responsible for everything from modeling concrete topics to building abstract models. q I’ve done it a few times…I’ve done some topic modeling for specific information using existing abstract models. q I’m tabula rasa, baby…never done it.
  • 6. @aames | © Idyll Point™ LLC Let’s get on the same page
  • 7. Let’s start with a controlled vocabulary J Distinguish between data, content, and information Distinguish between content architecture and information architecture @aames | © Idyll Point™ LLC
  • 8. FromAbby Covert (withacoupleoftweaks) Data facts, observations, and questions about something Content what the user is interacting with or what you are arranging or sequencing Information What the user interprets from the arrangement of the content Information architecture how we arrange the user-facing parts to be understandable as a whole @aames | © Idyll Point™ LLC
  • 9. Thus… Content architecture is how we arrange the content and not always user-facing @aames | © Idyll Point™ LLC
  • 10. @aames | © Idyll Point™ LLC Deliverable Topic model Content model Experience framework Personas, journeys... Content types, formats Navigation, search... Metrics, KPS... Let’s level-set on levels … of abstraction
  • 11. @aames | © Idyll Point™ LLC Deliverable Topic model Content model Experience framework Personas, journeys... Content types, formats Navigation, search... Metrics, KPS... Let’s level-set on levels … of abstraction
  • 12. @aames | © Idyll Point™ LLC Deliverable Topic model Content model Experience model Let’s level-set on levels … of abstraction Taxonomy of your content
  • 13. REMEMBER: For our customers It’s more that just content It’s the experience @aames | © Idyll Point™ LLC
  • 14. And for us It needs to be all about the experience Everything we do should have a direct correlation to the experience we’re building @aames | © Idyll Point™ LLC
  • 15. In the end… Taxonomy is Rhetoric (again, a la Abby Covert J) There’s no one right way Your organization and classification says something about you Instead, make your taxonomy say something about your user! @aames | © Idyll Point™ LLC
  • 16. Bad experience @aames | © Idyll Point™ LLC
  • 17. Good experience @aames | © Idyll Point™ LLC
  • 18. Factors contributing to sub-optimal experience @aames | © Idyll Point™ LLC Lack of strategy Lack of plan Silos Politics Lack of user knowledge Unplanned redundancy Inconsistency Inappropriate incentives Lack of measures Disjointed flow Poor navigation design
  • 19. Factors contributing to sub-optimal content architecture @aames | © Idyll Point™ LLC Lack of strategy Lack of plan Silos Politics Lack of user knowledge Unplanned redundancy Inconsistency Inappropriate incentives Lack of measures Disjointed flow Poor navigation design
  • 20. @aames | © Idyll Point™ LLC What enables the best and most consistent content architecture Models! And in particular, content models
  • 21. Consistency through systems Organizational support Shared models à processes, goals, incentives, content types, metrics Structured content @aames | © Idyll Point™ LLC
  • 22. 1. Organization supports and incents integrated content strategy, design, and development 2. Teams plan content using processes, frameworks, models to create a unified content strategy 3. Strategy and design informed by validated research about the customer 4. The right content consistently delivered where, when, and how it’s needed to ensure customer success across the entire journey 5. Effectiveness measured ongoing to determine results Content strategy ecosystem excellence @aames | © Idyll Point™ LLC
  • 23. Experience framework @aames | © Idyll Point™ LLC Personas, journeys... Content types, formats Navigation, search... Metrics, KPS...
  • 24. Our focus today @aames | © Idyll Point™ LLC Deliverable Topic model Content model Experience framework
  • 25. Content Model Defines standard building blocks, called “types” Scale: From the atomic level to larger deliverables Includes: Any dimensions of types that are important to your user/experience and needed for appropriate author access, storage, and delivery; e.g., subject, context(s), format, etc. @aames | © Idyll Point™ LLC
  • 26. Additional context you will need @aames | © Idyll Point™ LLC Personas, journeys... Content types, formats Navigation, search... Metrics, KPS...
  • 27. Let’s evaluate your current context @aames | © Idyll Point™ LLC Interested in a detailed ecosystem evaluation? Contact me: andrea@IdyllPointLLC.com
  • 28. @aames | © Idyll Point™ LLC How to build it (and if we have time, how to apply it J)
  • 29. Warning: Curves ahead @aames | © Idyll Point™ LLC
  • 30. Warning: More curves ahead Process that follows is ideal. Assumes ecosystem support. Your mileage may vary. @aames | © Idyll Point™ LLC
  • 31. Last warning: “It depends” There is more than one way to skin a cat Or to create a content model… top-down, bottom-up Objects in mirror are larger than they appear. @aames | © Idyll Point™ LLC
  • 32. Prereqs: Leverage user knowledge The subjects and units of information your users will need The best ways to structure and combine the information The best presentation style and media to communicate the information The deliverable and delivery vehicle/channel that will work best @aames | © Idyll Point™ LLC 32 1
  • 33. Create a controlled vocabulary Standardize common subjects Capture in taxonomy Standardize common terms for describing content model elements Capture “all appropriate items” @aames | © Idyll Point™ LLC 33 2
  • 34. Identify customer deliverables Define standard, customer- recognizable information deliverables Specify how to combine atomic units of information and common subjects to deliver understandable, stand-alone information products that humans will see and touch Yes, this is a forward-reference J @aames | © Idyll Point™ LLC 34 3
  • 35. Identify content atoms Standardize list of required atomic units of content The information objects that you can’t break down into smaller pieces without making them meaningless Capture as content type elements – required and optional @aames | © Idyll Point™ LLC 35 4
  • 36. Identify delivery mechanisms Identify delivery vehicles Iterate with model defining access mechanisms @aames | © Idyll Point™ LLC 36 5
  • 37. Make it easy to implement Develop presentation templates, indicating how to use to present the information deliverables for human consumption, with required and optional elements Document it! Describe required and optional deliverables with their required and optional elements, how they relate to one another and are used and delivered, and how the content model can be applied to produce offering-specific content @aames | © Idyll Point™ LLC 37 6
  • 38. 38 Validate your model Across several different products, information sets, etc. Test early, test often, during the process of developing your offering-specific content @aames | © Idyll Point™ LLC 38 7
  • 39. Applying your model Models have value when applied systematically Get stakeholder support Train teams Enforce use Govern @aames | © Idyll Point™ LLC 39
  • 40. @aames | © Idyll Point™ LLC
  • 41. Questions @aames | © Idyll Point™ LLC
  • 42. Andrea L. Ames Keynote speaker, author CEO/Founder & Content Experience Strategist Idyll Point™ Group Program Chair & Instructor, Technical Writing & Communication UCSC Extension in Silicon Valley 2016 MindTouch Top 25 Content Strategy Influencer STC Fellow & past president ACM Distinguished Engineer @aames | © Idyll Point™ LLC