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TM Architecting your Content for the Unknown Consumer 19.10.16 Richard Jones, Technical Director @richardjones @inviqa Digital Publishing Innovation Summit, London 2016

Architecting your Content for the Unknown Consumer

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TM

Architecting your Content for the Unknown Consumer

19.10.16

Richard Jones, Technical Director@richardjones @inviqaDigital Publishing Innovation Summit, London 2016

Your customer’s behaviour is changing faster than you are

TM

#DigiPub @richardjones @inviqa

You need to keep pace with requirements you may not

even be aware of

TM

#DigiPub @richardjones @inviqa

Being PreparedWhy today’s web is unpredictable What’s likely to change How you can be ready now

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The Known Consumer

Anything you are testing for Assume everything else is unknown

“Internet of Things”

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Defining the IoTHeadline devices Smart Refrigerators Household domestic appliances

Beyond the headlinesMedia Advertising Billboards

Beyond the headlinesEnvironmental monitoring Infrastructure management Manufacturing Energy Management Medical and Healthcare

Consumer Wearable Quantified Self Smart Retail

Beyond the headlines

5.5 million new things get connected to the internet each day

(Gartner)

How many of these are content consumers?

Vodafone: Store kiosks driven

from central content repository

Amazon Echo: A revolutionary

content consumer

Some future gazing…

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Some content dates quickly

What if you could correct at source?

Could content save a life?

A Smart device could check for itself if it had been recalled

Always up to date

A self driving car could consume many types of content to improve its abilities

How we present this data is the key

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Software is not good at interpreting meaning

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Unstructured vs Structured Data

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Use of structured data for other purposes

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How do we support these unknown consumers?

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Many people still think in the “page” model Pages may have semantic elements At best these are signals for interpretation

The Web as Pages

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We need a Content Management System to allow us to move beyond “page” thinking

Beyond the page

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Content model and structure Delivery / Access mechanism

Essential ingredients

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Content creators need to think beyond pages Relinquish control of layout Challenging the status quo

Challenges

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A debate well covered elsewhere aka Battle for the Body Field A conversation that is still ongoing

Blobs vs Chunks

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Also a well covered topic Very relevant to our scenarios The use case for context specific content is valid here

Adaptive vs Responsive

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Do we want to?

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Open Data Paid API access Metered API access

Business Models

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Value added service Offer content in a usable format

Business Models

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Is “naked” content the alternative in the age of the Ad Blocker?

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How do we get there?

Structure the content model Expose content using a documented API

Steps to Prepare

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Conceptually can start quite simple Complexity tends to escalate as you work through the relationships

The Content Model

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Example

Article

•Headline •Body •Image

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Content Model theory

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Object Oriented Programming Well understood in the computer science world Some principles could be applied to content modelling

Comparing to OOP

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Objects which may contain data in the form of fields Code in the form of methods Single responsibility principle

Definition

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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

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Content Modelling Antipatterns

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Content Antipattern #1 Non-content content

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Content types that provide nothing in isolation “Signposts”, “Jumps”, “Shortcuts”

Non-Content Content

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Instead use alternative views of the referenced content: e.g. Teasers, List view

Non-Content Content

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Content Antipattern #2 Godzilla Content Type

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Content Antipattern #2 Godzilla Content Type

Multiple use cases Violates the single responsibility Reluctance to have multiple content types leads to a monster content type

Godzilla Content Type

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Multiple use cases Violates the single responsibility Reluctance to have multiple content types leads to a monster content type

Godzilla Content Type

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Instead: Don’t be afraid to have more smaller content types Consider relationships Think carefully about single responsibility

Godzilla Content Type

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Content Antipattern #3 Field Ambiguity

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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

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Instead: Agree clear naming with all content stakeholders Create clear guidelines / help text.

Field Ambiguity

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Content Antipattern #4 Using Content for Logic

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Fields that are not really content Designed to affect the layout of the “page” via template logic

Logic Fields

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Don’t mix layout with content The application theme layer can handle this for you.

Logic Fields

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What Next?

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Use a CMS with a good Content Model Toolset

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Educate Stakeholders regarding the benefits of structured content

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Split content from design

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Handle creative objections early

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Spend time on the content model

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Allow more time than 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

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Think through all possible relationships Break content into the smallest possible pieces Hold the smallest amount of formatting possible

Content Model

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Future proof your content

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Future proof your content

Prepare your content for the future

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Ensure portability

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Embrace the unknown and create a legacy

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TM

Questions?

Richard Jones Technical Director Inviqa @richardjones @inviqa

TM

Business first

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