Meet Business Objectives with Content Modelling

A presentation at GatherContent Masterclass by Rahel Anne Bailie

MEET BUSINESS OBJECTIVES WITH CONTENT MODELLING

MEET BUSINESS OBJECTIVES WITH CONTENT MODELLING

WHAT YOU WILL LEARN IN THIS SESSION

WHAT YOU WILL LEARN IN THIS SESSION

REASONS FOR A CONTENT MODEL

REASONS FOR A CONTENT MODEL

USE FULL POTENTIAL OF CONTENT

USE FULL POTENTIAL OF CONTENT

GAIN OPERATIONAL EFFICIENCY

GAIN OPERATIONAL EFFICIENCY

TASK: LIST YOUR NEED FOR A CONTENT MODEL

TASK: LIST YOUR NEED FOR A CONTENT MODEL

WHAT GOES INTO A CONTENT MODEL

WHAT GOES INTO A CONTENT MODEL

WHAT GOES INTO A CONTENT MODEL

WHAT GOES INTO A CONTENT MODEL

USER RESEARCH

USER RESEARCH

PERSONAS

PERSONAS

USER JOURNEYS

USER JOURNEYS

DOMAIN MODELS

DOMAIN MODELS

TAXONOMIES AND ONTOLOGIES (KNOWLEDGE GRAPHS)

TAXONOMIES AND ONTOLOGIES (KNOWLEDGE GRAPHS)

CONTENT TYPES

CONTENT TYPES

AND FINALLY, THE CONTENT MODEL

AND FINALLY, THE CONTENT MODEL

TASK: PREPARE FOR THE CONTENT MODEL

TASK: PREPARE FOR THE CONTENT MODEL

INTELLIGENT CONTENT: KEY TO A FLEXIBLE MODEL

INTELLIGENT CONTENT: KEY TO A FLEXIBLE MODEL

WHAT IS INTELLIGENT CONTENT?

WHAT IS INTELLIGENT CONTENT?

WHAT THAT MEANS

WHAT THAT MEANS

EXAMPLE OF AN EVENT SCHEMA (STRUCTURE)

EXAMPLE OF AN EVENT SCHEMA (STRUCTURE)

STANDARDS: SCHEMA.ORG

STANDARDS: SCHEMA.ORG

WHAT THAT MEANS

WHAT THAT MEANS

NO SEMANTIC CATEGORISATION

NO SEMANTIC CATEGORISATION

A BIT OF SEMANTIC CATEGORISATION

A BIT OF SEMANTIC CATEGORISATION

MORE SEMANTIC CATEGORISATION

MORE SEMANTIC CATEGORISATION

ADD EVEN MORE SEMANTICS

ADD EVEN MORE SEMANTICS

SEMANTICS + CATEGORISATION

SEMANTICS + CATEGORISATION

WHAT THAT MEANS

WHAT THAT MEANS

AUTOMATIC DISCOVERY: “WINE BAR”

AUTOMATIC DISCOVERY: “WINE BAR”

AUTOMATIC DISCOVERY: “BUY WINE BAR”

AUTOMATIC DISCOVERY: “BUY WINE BAR”

ADAPTIVE CONTENT: WHAT THAT MEANS

ADAPTIVE CONTENT: WHAT THAT MEANS

ADAPTIVE CONTENT: FORMAT DIFFERENCES

ADAPTIVE CONTENT: FORMAT DIFFERENCES

ADAPTIVE CONTENT: CONTEXTUAL DIFFERENCES

ADAPTIVE CONTENT: CONTEXTUAL DIFFERENCES

TASK: PREPARE FOR THE CONTENT MODEL

TASK: PREPARE FOR THE CONTENT MODEL

INTELLIGENT CONTENT IN ACTION

INTELLIGENT CONTENT IN ACTION

THE INGREDIENTS OF A PIECE OF CONTENT

THE INGREDIENTS OF A PIECE OF CONTENT

SAMPLE RECIPE – PART 1

SAMPLE RECIPE – PART 1

SAMPLE RECIPE – PART 2

SAMPLE RECIPE – PART 2

EDITORIAL STRUCTURE OF A RECIPE

EDITORIAL STRUCTURE OF A RECIPE

ELEMENTS OF A RECIPE

ELEMENTS OF A RECIPE

ELEMENTS OF A RECIPE

ELEMENTS OF A RECIPE

TECHNICAL STRUCTURE OF A RECIPE

TECHNICAL STRUCTURE OF A RECIPE

TECHNICAL STRUCTURE - POOR

TECHNICAL STRUCTURE - POOR

TECHNICAL STRUCTURE - RICH

TECHNICAL STRUCTURE - RICH

TECHNICAL STRUCTURE (BASICS)

TECHNICAL STRUCTURE (BASICS)

TASK: ASSIGN ELEMENTS TO YOUR CONTENT TYPE

TASK: ASSIGN ELEMENTS TO YOUR CONTENT TYPE

THE ROLE OF SEMANTICS IN CONTENT MODELLING

THE ROLE OF SEMANTICS IN CONTENT MODELLING

ADDING SEMANTICS TO THE RECIPE

ADDING SEMANTICS TO THE RECIPE

ADDING SEMANTICS TO THE RECIPE

ADDING SEMANTICS TO THE RECIPE

LEVERAGING POTENTIAL: PAPRIKA 3

LEVERAGING POTENTIAL: PAPRIKA 3

LEVERAGING SEMANTICS: SUPERCOOK

LEVERAGING SEMANTICS: SUPERCOOK

LEVERAGING SEMANTICS: YUMMLY

LEVERAGING SEMANTICS: YUMMLY

MODELLING ENABLES CONTENT OPERATIONS

MODELLING ENABLES CONTENT OPERATIONS

TASK: CONSIDER NEW WAYS TO LEVERAGE CONTENT

TASK: CONSIDER NEW WAYS TO LEVERAGE CONTENT

ENABLING CONTENT OPERATIONS

ENABLING CONTENT OPERATIONS

LET’S START WITH A TASTY METAPHOR: A BAKERY

LET’S START WITH A TASTY METAPHOR: A BAKERY

WHERE WE DO THE MAKING

WHERE WE DO THE MAKING

WHERE WE DO THE SHOWING

WHERE WE DO THE SHOWING

WHAT IS AN OPERATIONAL MODEL

WHAT IS AN OPERATIONAL MODEL

WORKING DEFINITION OF CONTENT OPERATIONS

WORKING DEFINITION OF CONTENT OPERATIONS

BENEFITS OF CONTENT OPERATIONS

BENEFITS OF CONTENT OPERATIONS

MODELLING CONTENT FOR OPERATIONAL BENEFIT

MODELLING CONTENT FOR OPERATIONAL BENEFIT

USE A FIT-FOR-PURPOSE SYSTEM FOR THE MODEL

USE A FIT-FOR-PURPOSE SYSTEM FOR THE MODEL

TASK: EXAMINE YOUR ECOSYSTEM EFFICIENCY

TASK: EXAMINE YOUR ECOSYSTEM EFFICIENCY

POLL: WHERE ARE YOU ON THE MATURITY MODEL?

POLL: WHERE ARE YOU ON THE MATURITY MODEL?

WRAP-UP

WRAP-UP

TAKEAWAYS/SUMMARY

TAKEAWAYS/SUMMARY

FINAL THOUGHTS

FINAL THOUGHTS

RESOURCES – CONTENT MODELLING

RESOURCES – CONTENT MODELLING

RESOURCES – INTELLIGENT CONTENT

RESOURCES – INTELLIGENT CONTENT

QUESTIONS?

QUESTIONS?

The business value of a content model is often overlooked. This presentation provides some insights into how your content model drives value at the business end.

Resources

The following resources were mentioned during the presentation or are useful additional information.