Content Management is a complex problem made up of content, people, process and technology. And it's getting harder has we move into a structured content world.
Content Architecture is the design phase for Content Management where we use tools to better abstract and encapsulate content, This presentation defines content architecture.
10. Essential Complexity.
All reasonable solutions to a problem must be
complicated because “simple” solutions would not
adequately solve the problem.
Accidental Complexity.
Arises purely from mismatches in the particular
choice of tools and methods applied in the solution.
Source: Mythical Man Month, Fred Brooks
11. The biggest problems in content
management lie not in that (essential)
complexity, but how we approach our
solutions.
D. Keith Robinson
19. Content Management
Abstraction & Encapsulation In Action
SOCIAL CRM
MEDIA
EMAIL CMS SEARCH
INTEGRATIONS
CHANNELS
CONTENT
WEB ECOMMERCE
MOBILE ANALYTICS
MARKETING
AUTOMATION
41. We see:
Print brands struggling to adapt their content to
digital platforms.
‘Digital’ brands fighting the new battle to get
mobile.
42. We Hear:
Editor> I’m afraid. I’m afraid because my journalists are afraid.
Cleve> Why?
Editor> Because we have just be furnished with our CMS logins.
Cleve> And?
Editor> And the CMS helps IT manage us, constrains how
we write, and makes us less productive.
Cleve> So why am I here?
Editor> To ensure this never happens again!
43. we educate:
Marketer> We’ve done the creative. PSDs sorted and our design
agency is building out the HTML now. Making
serious progress (Jazz Hands). What do you need from
us to get this into the CMS?
Cleve> The complete backstory. Why are we doing this?
Marketer> To rollout the new web site re-design…1 hour passes…
Cleve> OMG (inner voice).
Cleve> Mobile?
Marketer> Yeah, yeah. But don’t go overboard.
Just make it legible!
44. Because we’ve learnt:
“Unstructured content is stupid and old-fashioned.
It’s costly, complex, and does not generate a
competitive advantage.”
Ann Mulcahy,
Former CEO of Xerox
45. Single File Channel Hopping is Dumb
Print Web Mobile
Web Mobile Epub
Mobile Web Other…
46. We need to “Step Back” & “Structure”
Print
Web
Structured
Content
Mobile
Other…
61. data
data
tasks
data
tasks
data tasks
data
tasks
data tasks
tasks
data
tasks
data
data data tasks
tasks tasks
Object data
data tasks
Oriented tasks
67. Author Experience
A bad author experience often
results is an even worse
customer experience.
68. Role-Based Authoring
Driven off the content model.
overlay roles, permissions and
content rights.
Spec & Build authoring
interfaces to capture content
for each identified role.
69. “There is a growing understanding that content
management systems should be beautiful” –
Matt Thomson
“The happier people are, the better their content
will be, the more content they’ll produce.” –
Patrick Cooper, NPR
70. Author Rewards
Add & tag content,
You will search & find it later
Add and tag content
you get suggestions/linked content
Platform reports what doesn’t work
you can focus on what does
72. Workflow Facts
The majority of our clients make little or no use of
cms workflows.
The highest productivity gains come from scaling
people with processes.
Workflow focuses on defining standards and policies
for making content production processes both
“repeatable” & “predictable”, i.e. Boring!
73. Data Behaviour
Driven Driven
Content
Workflow
Modeling
78. Where you
need to be. Where you
planned to be.
C
B
Value Planning
over plans
A
happy start
79. You can't afford to create a piece of content for
any one platform.
Instead of crafting a website, you have to put
more effort into crafting the description of
different bits of an asset, so they can be reused
more effectively, so they can deliver more value.
NIC NEWMAN BBC
80. But you do need an effective platform
to create structured content, and…
81. “After the platform becomes user friendly, when
it is opened up to the best storytellers and
designers and communicators, they tend to add
another level to it.
The rare time when you find people who really
appreciate both sides of that coin (innovation
and storytelling) is where truly amazing things
happen.”
ANDY BERNDT MANAGING DIRECTOR, GOOGLE