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Presented by: Cruce SaundersFounder, Principal, Content Engineer at [A] - simplea.com
Hi, I’m Cruce.
I am a content engineer.
I love intelligent content.
@mrcrucesimplea.com
American Writers Museum
180 N Michigan Ave, Chicago, IL 60601
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1. Content Moves2. Engineering for the New
Content Stack3. Towards Content Intelligence4. Introducing the Master
Content Model5. Building the Master Content
Model6. The Power of Structure
AGENDA
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Distributed
Experienced
Client profile
Client segments
5+ content types1,000+ content items2+ publishing channels
[A] MAKES SMARTORGANIZATIONSEVEN SMARTER
Federaland state
governments
Associationand
nonprofit
Healthcare
Financialservices
Publishing and Education
Largeenterprises
35+ [A]gents
300+ Engagements
-Master Content Models
-Content Measurement
and Valuation
-Digital Change Management
-Consulting and Training
-Engineering Content
-CMS and CEM integration
-Multichannel Publishing
-Personalization and
Marketing Automation
Focus
TAXONOMY METADATA
MICRODATA MODEL
SCHEMATOPOLOGY
Engineering Content Intelligence
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CONTENTMOVES
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Content Matters
Content is everything that a company is, knows, and does.
This is valuable.
It is what we grow from.
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Content Has Value
This content had cost to create, and much of it still has value to us, our customers, our employees, and our partners.
A one-time cost of creation
Multiple channels of distribution
Increasing ROI
Decreasing effective cost during lifespan
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Channels are evolving fast, too.
Customer experience channels are expanding at an increasing rate
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New Amazon Devices - September 2017
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New Google Devices - October 2017
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...and most of them are voice interfaces
More than a dozen new devices from
Google and Amazon within the last two
months...
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We Search, We Find
...will use a virtual assistant at
least once a month in 2017.*Worldwide.
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According to Gartner, chatbots will power 85 percent of all customer service interactions by the year 2020.
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Rise of Chatbots: A look toward 2020
The voice-powered bot
market will grow from
As recently reported
in Forbes, half of all
searches will be
voice searches by
2020.
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Soul Machines assistant avatar, Nadia, voiced by Cate Blanchett
MastercardFB Messenger Chatbot
Amazon Echo with Alexa Voice-Driven Assistant
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ENGINEERINGFOR THE NEWCONTENT STACK
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The really old content stack
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Then the web came along...
It was pretty easy.
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But the landscape has quickly evolved...
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Published Mode
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Interactive Mode
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Automated Mode
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The new content stack
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The threeModesof content
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Content is evolving, fast.
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CHATBOTS
AI CONSUMERS
INDESIGN
EBOOKS
CONTACT CENTER
EMBEDDED HELP
MOBILE
KNOWLEDGEMANAGEMENT
LMSSEARCH
SYNDICATION
CRM
MARKETINGAUTOMATION
WEBMICROSITES
SUBSITESLANDING PAGES
PORTALS
GOOGLERICH SNIPPETS
FACEBOOK OPENGRAPH
More destinations for assets
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Before a content intelligence system (status quo)
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Content Problems
For most companies,content is unstructured and siloed at best, and completely inaccessible at worst.
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TOWARDSCONTENTINTELLIGENCE
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Grow content intelligence using a Lean mindset
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How does the content model flex to accommodate all the targeting and reuse cases?
How can we minimize content copy and paste but maximize distribution and reuse?
How does content transit from CMS to our mobile app, chatbot, and other channels?
How do we tie related content together with taxonomy and metadata?
How do we structure content for search impact and discoverability?
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Our content must know more than what it looks
like. It must know what it is and why it matters.
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Metadata shapes delivery.
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REDUCE
● Latency
● Redundancy
● Friction
Increase Content Throughput
INCREASE
● Connections
● Consistency
● Coherence
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After a content intelligence system (a new order)
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Content intelligence improves throughput
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All content ROI emerges from motion: content that flows between producers, humans, or robots.
Content in motion is content that matters
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BUILD EVERYTHING TOWARDS A CONTENT API
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API FIRST
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MODEL FIRST(AFTER STRATEGY)
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INTRODUCING THE MASTERCONTENT MODEL
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Content modeling opens the door to using content in multiple modes.
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Build the master content model first. The authoring schemas follow the master.
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Benefits of master content model
Rallying Point
MCM gets everyone onto the same page, literally
● Catalyst
● Center of gravity
● Common point of reference
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Benefits of master content model
Efficiency Gains
MCM ensures content moves easily throughout
an organization's multiple systems
● Optimizes shared resources
● Lowering cost of management
● Coordinate team efforts cleanly
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Benefits of master content model
Market Leadership, Flexibility, and AgilityAn MCM puts organizations in front of the curve
● Enables content experiences with greater reach● Open the doors to content personalization● Provides a platform for syndication, amplification● Adds content dimension and intelligence● Improve market agility
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Benefits of master content model
Improve Quality EverywhereMCM enables levels of content quality never before possible
● Streamlined quality management● Single point of leverage● Author workload distribution● Continuous validation● Consistency in technology behavior
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BUILDINGTHE MASTER CONTENT MODEL
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What is a Master Content Model?What does it look like & why is it important?
A single model that defines how all content assets will be
structured throughout the complete content lifecycle
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What is a Master Content Model?What does it look like & why is it important?
A content model is focused on
structure. It accommodates semantics
and facilitates the creation, exchange
and utilization of semantic value.
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What is a Master Content Model?What does it look like & why is it important?
Content Relationship Diagram showing:
● Major Content Types ○ Highlighting inheritance and composition relationships
● Content Lifecycle Process○ Highlighting Key Scenarios
● Identification of Actors (Organization and Customers)○ Highlighting Key Tasks
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What is a Master Content Model?What does it look like & why is it important?
Content Type Definitions
● Spreadsheets itemizing:
○ Metadata and content elements for each content type
○ Reuse relationships with other types and building blocks
For example:
○ Paragraph model
○ Table model
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The Components of the Master Content Model
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*Other schemas may also apply, e.g. DITA maps
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Microdata attributes also appear in columns in the content model, appended to the main elements
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Enhance with social sharing variants
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Social sharing microdata reflected in markup
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Add chatbot elements for intents, responses
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Append schema mappings to elements
*Check out the new pending schema.org Speakable Specification
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Add personalization variants, if any
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Add email marketing variants, if any
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*Other schemas may also apply, e.g. DITA maps
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STRUCTURESUPPORTS EFFICIENCY
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Building one involves a lot of typing and cut and paste.
Channels are the future...and yet:
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We need DRY content, not WET content
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DRY Content
Don’t repeat yourself Dump redundancy, yo! Do reuse, y’all
DRY
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WET Content
Write everything twiceWaste everyone’s timeWe enjoy typing
WET
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UnstructuredContent
Blobs without context or metadata
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Intelligent content engineered with structure, schema, metadata, microdata, taxonomy
StructuredContent
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The Continuum of Content INTELLIGENT
STRUCTURED
UNSTRUCTURED
SEMISTRUCTURED
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STRUCTURESUPPORTS AI
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Content is the beatingheart of cognition.
AI starts with content. And ends with content.
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INPUT HIDDEN OUTPUTMachine Learning uses many nodes of content to generate smart outputs
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STRUCTURE SUPPORTS PERSONALIZATION
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Ingredients for Real-time Omnichannel Personalization at Scale
● Structured content● Taxonomy and Metadata● User accounts● Roles and segments● Rules● Session data on platform● Session scoring
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STRUCTURE SUPPORTS CHATBOTS
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We need to unlock the chatbot INSIDE our CMS
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Chatbot Workflow
CUSTOMER OUR APP/BOT/DEVICE CHATBOT PLATFORM OUR CONTENT INFRASTRUCTURE
WEBPRESENTATION
INTENTACTIONABLEDATA
QUERYINPUT METHODS
OUTPUT METHODS
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STRUCTURE SUPPORTS TEAMS
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Content reuse needs both theContent Strategist & the Content Engineer
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Content Strategy Content Engineering
Intelligent Content Takes Teamwork
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Now, content can flow!
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WRAP UP
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AI is the new UI
We will TALK with a lot of our
content. AI is becoming the new
User Interface (UI). Lots of
content discovery will start with
mobile, voice-based,
AI-mediated questions.
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AI is the new IA, too
AI is also becoming the new
Information architecture. IA, the way a
user gets around our digital properties,
will be optimized in real-time by AI
based on the in-session content
interaction data. Bespoke, fluid
experiences will become the new
normal.
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Dumb content will be dumped content
We will grow less patient with
dumb content. We will expect it
to be smart, available in multiple
forms, and personalized for our
needs. Dumb, single channel
content will receive less and less
mindshare from anyone or
any-bot.
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Don’t let other robots take over (our customers)
Organizations should not play
chicken with the future. Invest
in engineering content now
before competitors’ robots steal
customer mindshare.
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Start with a Model First mindset
The evolution towards intelligent content depends on orchestrating authoring, management, and publishing with a Master Content Model.
The Model exists independent of technology.
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Cruce SaundersFounder, Author, Content Engineer
[A] - simplea.com
Follow: @mrcruce
Contact: [email protected]
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Visit: simplea.com/botsFollow: @simpleAteam & @mrcruce
