the non-terrifying intro to semantic content
TRANSCRIPT
3/23/2015 1 @nozurbina • #intelcontent
The Non-Terrifying intro to Semantic Content
founder & content strategist
@nozurbinaNoz Urbina, Urbina Consulting
Content strategist & modeller
14 years in content/semantics
Consultant/trainer in H2H (B2B/B2C)
Author / Futurist
urbinaconsulting.com/events
89 3929 31 x8824g
UC.com 2055
@nozurbinaToday
The marketFixing our content
(with semantic models)
What to do next
THE BIG PICTURE
Changes in the market and publishing
5 - Urbinaconsulting.com @nozurbina#intelcontent
@nozurbinaContent karma
The more real value you give to consumers, the more value that will come back your way.
Me – “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn
@nozurbinaContent karma
The more we can make our content adaptive, the more we can realistically deliver tailored, high-value content without running out of budget, resources, or time.
Me – “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn
Not a
“pa
ge”.
An an
swer
Today’s content solutions are not passive
They are (pro)active systems that deliver the right dose of information to the right person
(by leveraging metadata)
YOU CAN DO IT TOO
#intelcontent
flickr.com/photos/nasawebbtelescope/5556216838
What troubleshootin
g is needed here?
flickr.com/photos/dbnunley/10027759633
Where should I go
on vacation?
How can I get one of these?
flickr.com/photos/ucdaviscoe/5934402970
Does this have the specs I
want?
BUT WE HAVE TO TARGET CONTENT ON…
#intelcontent
@nozurbina
Generated
Reality
@nozurbina
Generated
Reality
94% of businesses say
personalization is key to success
econsultancy.com
48% of shoppers would like to use a phone to shop while in stores
luxurydaily.com
74% of shoppers who ‘showroom’ are older than 29, and 48% older than 40
Columbia Business School(bit.ly/ac-how2)
66% of B2B suppliers say
customer expectations are
driving them towards omnichannel
accenture (bit.ly/b2bomni)
A NEW ERA: THE SMARTENING
The first great age of metadata is upon us!
#intelcontent
@nozurbinaWe must fix the content• Make it format-agnostic
• Break it up into reusable, well-modelled components
• Apply semantic metadata that defines and describes it
• Apply audience, applicability and context metadata to decide where and when to route it
15
FIXING THE CONTENT
16 - Urbinaconsulting.com @nozurbina#intelcontent
KEY CONCEPTS Content modelSemantic (vs Structured)Taxonomy
Linked Data (RDF/OWL)
Metadata
Component Content
#intelcontent
@nozurbinaBreak it up
18
WWW.
Break up content into format-free components
@nozurbinaBreak it upChange the “unit of use”:
Documents or Pages
vs
Components (aka modules, topics)
Fragments
Variables
www
Component Content
(Management)
@nozurbinaModularity enables reuseScenario A Scenario B Scenario CPool of modular
components
Reuse enables contextualised experiences
@nozurbinaModularity enables reuse
Assembly A Assembly B Content for Scenario D
METADATA
“Data about data” you’ve probably already heard, but there’s always more to think about
#intelcontent
@nozurbinacategorisation
display
access
Relational and linking
performance analytics
user rankingTarget
audience
applicabilitybusiness process
Target audience
dependencies
language
change history
editorial
lifecycle status
versioning
prerequisites
content model
METADATA
SCOPE: WHERE TO PUT METADATA
It started with documents….
#intelcontent
@nozurbina
Info Product (map, deliverable, document…)
Assembly (Collections, Topic Group, Libraries, ChapterMap, Chapter)
Module (topic, article…)
Fragment(block, container, para, section…)
Inline (element/tag)
Metadata scopeWW
W.
spacer
Break up content into format-free components
spacer
spacer
spacer
CONTENT MODEL
Defining our types of content
#intelcontent
Not a
“pa
ge”.
An an
swer
Not a
“pa
ge”.
An an
swer
Structural model of “store” content
type
Create
Well tagged
(machine-
readable) description of “a store”
Transform
Map to machine-readable output with
Schema.org
metadata
Store.html
Specific,
relevant
answer
Index(Engine)
Your tools or 3rd
Party, e.g. Google
Persistent
metadata!
BUILDING IN THE NEEDED INTELLIGENCEAdaptive content modelling
#intelcontent
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Familiar content
Main image
Product Name
SupplementaryProduct Images
Product Overview
Feature List
Tagline
Feature Details
Model
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Reverse engineere
d
@nozurbina
Your content creators &
customers will internalise your
modelshttp://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
@class=“main”
WE ARE SENSE MAKING MACHINES
We’ll make it up if we have to
33#intelcontent
@nozurbina
@nozurbina
The mind uses naturally compression to take the
fundamentals from the right and match it to the model on the left.
@nozurbina
Simplified model… of complex reality
bit.ly/icc14nuprz
@nozurbina
Product Family (desktop) Product
(mobile)Product (desktop)
Product leaflet (Print)
The content model is the backbone of
adaptive, cross-media, omnichannel
content strategies
Microsoft
Hololens
When your semantics are explicit in your content, machines can help you
reuse, transform, translate or format it
TAXONOMY
Categorising our content and concepts
#intelcontent
Each value = a taxonomy facet
@nozurbina
Taxo
nomy of
Catego
ry Values
@nozurbinaContent
123
6
9
Product layout
Model Output
@audience=“usb”
@audience=“him”
Semantic models make your content
programmable for maximum reuse &
relevance
LINKED DATA
Content models and taxonomies for everyone!
(Now) backed and endorsed by Google, Facebook, Bing, BBC, Tim Berners-Lee, and
many more.
Superior experience for consumers, more
effective for brands
Not a “p
age”.
An answer
Not a “p
age”.
An answer
http://zucando.com/zen-cart-modules/seo-marketing-tools/google-rich-snippets-breadcrumbs
http://searchengineland.com/structured-data-markup-inevitable-but-an-admission-of-failure-136383 - Warning, this article sucks
PUTTING IT ALL TOGETHER
@nozurbina
Content Models OutputsUsers
Him
Her
USB gadget
buyers
Putting it all togetherScenario
s
123
6
9
RDF
Content standard
@nozurbina
Content Models OutputsUsers
Him
Her
USB gadget
buyers
Putting it togetherScenario
s
123
6
9
RDF
Content standard
You don’t have to do everything tomorrow!
@nozurbina
CMI Next Now
@nozurbina
Next CMI Next
@nozurbina
Buzzwords Podcast / Post
“Next” Podcast / Post
BooksPodcast / Post
User-definedPodcast / Post
Next CMI Next
Schema.org
Conference Brochure(Print)
@nozurbina
Conference Brochure(Print)
Buzzwords Podcast / Post
“Next” Podcast / Post
BooksPodcast / Post
User-definedPodcast / Post
Next CMI Next
All doable retrospectively
because of consistent
semantics!
All doable because of consistent(and not so scary)
semantics!
Schema.org
Content model
Structure
Taxonomy
Linked Data
Metadata
Component Content
@nozurbinaWhat you should do nowDo
omnichannel readiness
review (people, process, platform,
positioning)
Consider the metrics & KPIs
Build detailed, multi-context
journeys/stories
Audit the current state
Establish feasible,
conservative scope
Model & implement Min. Viable Prototype
Redmond, WA, USA Microsoft HQ May 18-19 (2 days)Minneapolis, USA Confab Central May 20Aix-en-Provence, France Componize May 27-28 (2 days)Your offices…? Contact us!
Contact us to discuss free participation for some of your staff in exchange for hosting an open workshop in your facilities.
bit.ly/uc-events
WORKSHOPAdaptive content
modelling for omnichannel
Thank you!
(Q&A?)
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