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There is a communications gap between content strategy (strategists) and content management (executioners). Content architecture can serve an important role in bridging that gap to enable businesses to think strategically, yet execute tactically. Content strategy needs content architecture (and vice versa). Content architecture allows ideas to be presented, challenged and approved prior to production downstream by bringing different teams and IT together around a common communications framework. Content architecture is the specification for a content management solution. It is not a replacement for content strategy. Far from it. Instead the aims, audiences, publishing needs typically captured as part of a content strategy, are key, but often missing inputs to content architecture. Background: http://www.marketingtechnologyplatform.com/content-strategy-needs-content-architecture/
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© 2011 Cognifide Limited
The Strategist &The ExecutionerCleve Gibbon (@cleveg)
We’re Technologists for the Marketing world
We provide the expertise to execute on and
guide the definition of Digital Marketing Strategies
© 2011 Cognifide Limited
Where are we going today?
The Case for Content Architecture01
What is Content Architecture?02
Five Heuristics for Content Architecture03
© 2011 Cognifide Limited © 2011 Cognifide Limited
The Case for Content Architecture
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© 2011 Cognifide Limited
CUSTOMER
CUSTOMER
It starts with Remark-able Content
Consumers tune out traditional marketing efforts.01Influenced by Content, Community & Marketplace.02
Brands need to Position, Target and Segment.03
PRODUCT
POSITION
TARGETREMARKABLE
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
SEGMENT
Source: http://www.amazon.co.uk/Inbound-Marketing-Found-Google-Social/dp/0470499311
© 2011 Cognifide Limited
Where is Remark-able Content?
Source: http://tippingpointlabs.com/2011/02/02/wednesday-video-the-real-online-universe/
Marketing Technology Platform
© 2011 Cognifide Limited
Where does Content Strategy sit?
SOCIAL MEDIA
CRM
SEARCH
ECOMMERCE
ANALYTICS
MARKETING AUTOMATION
MOBILE
WEB
EMAIL CMS
CONTENT STRATEGY
ON
LIN
E C
HA
NN
EL
SP
RO
DU
CT
INT
EG
RA
TIO
NS
© 2011 Cognifide Limited © 2011 Cognifide Limited
What isContent
Architecture?
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Content ArchitectureThe Missing Link?
What is it? Specification for a content managed solution Best practice, convention, models and designs
Why is it important? Shared understand of how content is managed
Common Tasks Educate teams both up and down stream Unite technologists with ‘the others’ Deeper insights into content workflow Making content tangible early
© 2011 Cognifide Limited
Executionermanaging and publishing content
Strategistplanning and creating content
The Strategist & The Executioner
© 2011 Cognifide Limited
Content Architecture
Strategist Both Executioner
brand strategymessaging strategycompetitor content auditformat developmenttone of voicecontent style guidecopy deckidea generationeditorial calendarstyle guide
editorial strategySEO/PPC strategylanguage guidelinesmessage mapcontent production scheduleterms of usepage tablescontent licensingsitemaptaxonomy
content approval workflowmigration strategycontent analysiscontent auditcontent inventorycontent assessmentcontent gap analysiscontent modeleditorial workflowcontent typesquality assurance toolsmetadata strategy
technical architecturecontent migration planmetadata framework
Source: http://www.marketingtechnologyplatform.com/what-do-content-strategists-do/
Content Architecture
© 2011 Cognifide Limited © 2011 Cognifide Limited
Five Heuristics for Content Architecture
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© 2011 Cognifide Limited
news.acme.com
news.acme.co.uk
news.acme.com.au
blogs.acme.com/news/rss.xml
blogs.acme.com/news/
forums.acme.com/news/
twitter.com/acmenews
facebook.com/acmenews
linkedin.com/in/acmenews
1: Convention over Configuration
acmenews-<campaignid>
traffic source
tagging
news-admin
news-reviewers
news-authors
© 2011 Cognifide Limited
1: Convention over Configuration
Save
x2Effort
StrategistDefine & Disseminate convention
ExecutionerDevelop and Enforce convention
© 2011 Cognifide Limited
2: Personas + Journeys ≠ Workflow
Advisor Joanne – user journeys
Entry point Route Exit
“I need to find valuable information to send to my clients that support s what I will recommend to them.”
Acme Goals:
Joanne Goals:
Provide Financial Advisors with valuable information to send to their clients.
website link to Acme funds
Acme website
Acme fund fact sheets
Closes the window
Acme website
Journey 1: Research to recommend funds to her clients
Google search
Search for Mr Smith, the person who manages the
fund
Acme website
Video of Mr Smith talking about the
fund
Acme website
Share the video with her client
© 2011 Cognifide Limited
2: Personas + Journeys ≠ Workflow
Save
x2Effort
StrategistMap author journeys onto customers journeys
ExecutionerFocus on optimising author journeys
© 2011 Cognifide Limited
3: Don’t Re-Purpose Content, Re-Use It
Navigable Content Types. Multiple Channels.
One URL.
© 2011 Cognifide Limited
3: Don’t Re-Purpose Content, Re-Use It
StrategistUnderstand channel agnostic content types.
ExecutionerModel reusable content types with uniform urls
Save
x3Effort
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4: Localise First, Personalise Second.
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4: Localise First, Personalise Second.
Save
x5Effort
StrategistSurface language, local and personal content
ExecutionerStructure, categorise and tag content.
© 2011 Cognifide Limited
5: Nail the Author Experience
© 2011 Cognifide Limited
5: Nail the Author Experience
Save
x10Effort
StrategistUncover the optimal experiences for authors.
ExecutionerMake authors proficient and productive.
© 2011 Cognifide Limited
CS Forum 11 Takeaways
From Karen CMS is the enterprise software that ux forgot.
Your cms workflow is every bit tied to revenue as the customer
journey.
Very few cms's have analytics on cms usage.
Create once, publish everywhere (COPE).
From Elizabeth Content First entry system – No Word Documents.
From Lisa Content seems hard because it exists in a dynamic context.
From Nicole Say no to good ideas in favour of better ideas.
© 2011 Cognifide Limited © 2011 Cognifide Limited
www.marketingtechnologyplatform.com
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Thank You
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