future proof your content using an adaptive approach
TRANSCRIPT
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• Multichannel and Omnichannel • Adaptive content defined • Google instant answers • Facebook Instant Articles
In this master class
• Old website and CMS • New website and publishing
platform • How the Content Publisher works
• Identify content types • Create a content model • Test your content model • Retrospective • Lessons learned
1. Adaptive content and why it's important
2. Case study: the Content Publisher
3. How to future-proof your content
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What we do
• 14-strong digital team • Work with extended teams in our faculties and administrative
services • Develop platforms and services • Set and implement standards • Deliver ‘core’ content
Multichannel Omnichannel
Same regardless of context
YouTubeWebsite Facebook page
Facebook pageProduct discussion
WebsiteProduct listing
YouTube Product demonstration
Contextually relevant content
I need to buy…
I need to buy…When does the
store close?
7Image Source: Future-proof your content using an adaptive approach, Richard Prowse
Index store.html [containing metadata]
Store content type [Structural model of “Store”]
Store
location
City
GPS
Latitude
Longitude
Hours
Open
Close
Machine readable description of a “store”
stored in a database Create Map to machine readable output using schema.org metadata
Day
Google or other third party tool.
Google instant answers
Transform Answer
11Image Source: Future-proof your content using an adaptive approach, Richard Prowse
Implementing adaptive content can help
organisations scale content creation, delivery
and management
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Old website and CMS
• Website doesn’t support mobile devices, poor ranking in Google, inaccessible to users with disabilities
• Over 500,000 published content items on bath.ac.uk, with no standards or structure
• Poor user experience — out-of-date information, duplicate content, inconsistent navigation
• Existing Content Management System (CMS) difficult to use • Out of 348 trained authors, only 29 regularly log in to
OpenCMS
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New website and publishing platform
• Mobile-friendly website, built with Google in mind and accessible to users with disabilities
• Easier to navigate and find information • Content is useful and trustworthy • Quicker for visitors to complete tasks • Standards, structure and reuse built in • Easier access to performance data to improve decision-making
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University of Bath, Guest Accommodation section
Content Publisher interface
Content Publisher and website
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Project timeline
Test
Iteration 1 Iteration 2 Iteration 3
Deliver
Sprint 1 Sprint 2
Deliver
DiscoverTest
DesignDevelop DesignDevelop
Discover
Deliver
DesignDevelop
DiscoverTest
Adopting an Agile approach
Exercise 1 - webpage sort
Task: • Split into four groups • Sort the pages into content type based on their structure • Make a separate pile of pages that do not have a structure
Time allowed: • 10 minutes
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“The process of determining the structure and granularity of your content.”Charles Cooper“Managing Enterprise Content: A Unified Content Strategy (2nd Edition) (Voices That Matter)”
IMAGE: © 2015 CONTENTMARKETINGWORLD.COM
Cooper, Charles. “Managing Enterprise Content: A Unified Content Strategy (2nd Edition) (Voices That Matter)”
CONTENT COMPONENT
CONTENT ELEMENT
CONTENT COMPONENT
CONTENT COMPONENT
CONTENT COMPONENT
“[Content elements] the building blocks of your content”
“[Content Component] the smallest part that can be semantically defined”
“[Content type] is an assembly of [Content elements]”
CONTENT TYPE
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Chunking up the blobs
Example content model - by content type
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GUIDE
University of Bath, The Quads student accommodation
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TITLE
SUMMARY
IMAGE CAPTION
IMAGE
HEADING
BODY TEXT
CONTACT NAMECONTACT EMAILCONTACT NUMBER
Example content model - by content component
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CONTENT ELEMENT - ABOUT
CONTENT ELEMENT - ENQUIRIES
CONTENT ELEMENT - SECTION (REPEATABLE)
CONTENT ELEMENT - FEATURE IMAGE
CONTENT COMPONENT - HEADING
CONTENT COMPONENT - SUMMARY
CONTENT COMPONENT - IMAGE CAPTION
CONTENT COMPONENT - IMAGE
CONTENT COMPONENT - HEADING
CONTENT COMPONENT - BODY TEXT
CONTENT COMPONENT - CONTACT NAMECONTENT COMPONENT - CONTACT EMAILCONTENT COMPONENT -CONTACT NUMBER
CONTENT TYPE - GUIDE
Guide template
Guide content type in Content Publisher
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CONTENT ELEMENT - FEATURE IMAGE
CONTENT ELEMENT - ABOUT
CONTENT ELEMENT - SECTION (REPEATABLE)
Exercise 2 - Chunking up the blobs
Task: • Use the 'Person profile' content type you identified as part of
the webpage sort • Identify the structures that make up that 'Person profile',
including content elements and components • Mark these up on paper
Time allowed: • 20 minutes
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Adding a description to a content component
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Select the three vertical dots and ‘Description’ to add microcopy to your content component
Adding an image content component
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Select ‘Data validation’. A series of drop down fields will appear, select ‘Text and ‘URL’
Example Guide content type in Google forms
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Example: http://goo.gl/forms/BmjkzvoaIe7Er5i73
Exercise 3 - Build your prototypeTask:
• Use the ‘Person profile’ you marked up in the previous exercise, build a working model in Google Forms
• Make the Google Form user friendly - include easy to understand headings and microcopy to help the person complete the form
• Don’t worry about repeating elements or required fields
Time allowed: • 30 minutes
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Exercise 4 - Test your prototype
Task: • Share your completed Google form with the team opposite • Using the 'Person profile' provided, fill out the form using the
content model developed by the opposite team • Using the post-it notes provided, write down one thing that
worked well and one thing that didn’t
Time allowed: • 20 minutes
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“No [content] model is supposed to survive first contact with real content, but… they need to survive future contact.”Cleve Gibbonhttp://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
IMAGE: © 2015 CLEVEGIBBON.COM
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Sharing your content model - defining fields
Example: https://docs.google.com/spreadsheets/d/15OWj6K3CRvecX8C4UKiL-4tai4l0ShGSOQZ8c9Fu3qg/edit#gid=0
52Example: https://docs.google.com/spreadsheets/d/15OWj6K3CRvecX8C4UKiL-4tai4l0ShGSOQZ8c9Fu3qg/edit#gid=0
Sharing your content model - character length
53Example: https://docs.google.com/spreadsheets/d/15OWj6K3CRvecX8C4UKiL-4tai4l0ShGSOQZ8c9Fu3qg/edit#gid=0
Sharing your content model - field and data type
54Example: https://docs.google.com/spreadsheets/d/15OWj6K3CRvecX8C4UKiL-4tai4l0ShGSOQZ8c9Fu3qg/edit#gid=0
Sharing your content model - relationships
Implementing Adaptive content
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• http://schema.org/ • https://instantarticles.fb.com/ • https://www.ampproject.org/
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Thanks for comingIf you’d like to chat more, please join (buy) us a drink later
Follow us: • @richprowse • @tomnatt • @uniofbathdmc
Find out what we’re doing at blogs.bath.ac.uk/digital.
Previous master class
http://www.slideshare.net/richprowse/working-in-an-agile-way-content-creation-delivery-and-standards