5/15/2015 1 @nozurbina • #intelcontent The Non-Terrifying intro to Semantic Content noz.urbina@urbinaconsulting.com founde...
@nozurbinaNoz Urbina, Urbina Consulting Content strategist & modeller 14 years in content/semantics Consultant/trainer in ...
@nozurbinaToday The market Fixing our content (with semantic models) What to do next
THE BIG PICTURE Changes in the market and publishing 5 - Urbinaconsulting.com @nozurbina #intelcontent
@nozurbina Content karma The more real value you give to consumers, the more value that will come back your way. Me – “How...
@nozurbina Content karma The more we can make our content adaptive, the more we can realistically deliver tailored, high-v...
Today’s content solutions are not passive They are (pro)active systems that deliver the right dose of information to the r...
YOU CAN DO IT TOO #intelcontent
flickr.com/photos/nasawebbtelescope/5556216838 What troubleshooting is needed here? flickr.com/photos/dbnunley/10027759633...
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 woul...
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 ...
FIXING THE CONTENT 16 - Urbinaconsulting.com @nozurbina #intelcontent
KEY CONCEPTS Content model Semantic (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 up Change the “unit of use”: Documents or Pages vs Components (aka modules, topics) Fragments Variables...
@nozurbinaModularity enables reuse Scenario A Scenario B Scenario CPool of modular components Reuse enables contextualised...
@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
@nozurbina categorisation display access Relational and linking performance analytics user rankingTarget audience applicab...
SCOPE: WHERE TO PUT METADATA It started with documents…. #intelcontent
@nozurbina Info Product (map, deliverable, document…) Assembly (Collections, Topic Group, Libraries, ChapterMap, Chapter) ...
CONTENT MODEL Defining our types of content #intelcontent
Structural model of “store” content type Create Well tagged (machine- readable) description of “a store” Transform Map to ...
BUILDING IN THE NEEDED INTELLIGENCE Adaptive content modelling #intelcontent
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Familiar conte...
Main image Product Name Supplementary Product Images Product Overview Feature List Tagline Feature Details Model http://ww...
@nozurbina Your content creators & customers will internalise your models http://www.canon.com.vn/business/products/all-in...
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 le...
@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 ba...
TAXONOMY Categorising our content and concepts #intelcontent
Each value = a taxonomy facet
@nozurbina
@nozurbinaContent 12 3 6 9 Product layout Model Output @audience=“usb” @audience=“him” Semantic models make your content p...
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...
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 su...
PUTTING IT ALL TOGETHER
@nozurbina Content Models OutputsUsers Him Her USB gadget buyers Putting it all together Scenarios 12 3 6 9 RDF Content st...
@nozurbina Content Models OutputsUsers Him Her USB gadget buyers Putting it together Scenarios 12 3 6 9 RDF Content standa...
@nozurbina CMI Next Now
@nozurbina Next CMI Next
@nozurbina Buzzwords Podcast / Post “Next” Podcast / Post Books Podcast / Post User-defined Podcast / Post Next CMI Next S...
@nozurbina Conference Brochure(Print) Buzzwords Podcast / Post “Next” Podcast / Post Books Podcast / Post User-defined Pod...
@nozurbinaWhat you should do now Do omnichannel readiness review (people, process, platform, positioning) Consider the met...
Redmond,WA, USA Microsoft HQ May 18-19 (2 days) Minneapolis, USA Confab Central May 20 Aix-en-Provence, France Componize M...
@nozurbinaYou might also like
The Non-Terrifying Intro to Semantic Content
The Non-Terrifying Intro to Semantic Content
The Non-Terrifying Intro to Semantic Content
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The Non-Terrifying Intro to Semantic Content

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  • * Market pressures - present the brand with one voice; use techcomm in
    presales seamlessly; operate across channels; personalise messages; push the
    right content, don't wait for searches

    * The response: Content strategy defined - the alignment of content
    processes and decisions directly with the overlap point between business and
    user goals

    * What it is where it sits in a business - builds bridges across the area
    between management vision, user experience, marketing, docs and technical
    implementation teams

    * What does the technology platform look like? - Moving to a multi-tier
    system with metadata and classification management becoming more important.

    * How does it affect collaboration/roles - increasing communication and
    creating central bodies to govern internal standards

    * What are the benefits? - improved search, push content, targetted content,
    localisation savings, lower risk, easier compliance for selling into
    regulated markets, faster-turn-around times, easier to adapt to changing
    market situations

    * How can you get started? - build your content strategy, rich personas
    (already a WIP at Napatech), get exec-level buy-in on cross-functional
    collaboration (politics and silos are the enemies of coherent, unified
    communication to the market), get skilled up (combo of training, hiring and
    consultancy - usually need all 3), look at rijigging the org chart or moving
    people around as necessary to prevent content road-blocks.
  • http://www.flickr.com/photos/aigle_dore/
    Moyan Brenn

    RR Quote from “Content Marketing Content Strategy”, Intercom Magazine, May 2013
  • http://www.flickr.com/photos/aigle_dore/
    Moyan Brenn

    RR Quote from “Content Marketing Content Strategy”, Intercom Magazine, May 2013
  • Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
  • They can do all this today, sure. But the point of techcomm is to make it always easier than it was before and easier than the competition. Especially for presales questions like the bottom one.
  • Widely accepted by businesses
    Not just that there are more channels, but channels are used in sometimes unexpected combinations and ways (we thought for a while mobile devices would be used ‘while on the move’, as opposed to the truth which is they’re used all the time, and everywhere)
    Not just for you people and not just a consumer goods or retail trend.

    Cross-media, or Omnichannel is everywhere.
  • Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
  • Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
  • http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
  • http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
  • Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
  • Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
  • This model explicitly maps out the various semantic components of a feature overview. All content of the type “feature overview” should match the model. (computers can quality check content structures for you if you create semantic, structured content)
  • Product comparators are vastly important from Semiconductors to T-shirts. A search engine that can say, what the difference between two products is would help businesses and users help LOADS of time and money
  • look at how ready your content is for delivery to wearable screens

    Consider what data wearable can generate to tell you about users’ real lives

    • The Non-Terrifying Intro to Semantic Content

    1. 1. 5/15/2015 1 @nozurbina • #intelcontent The Non-Terrifying intro to Semantic Content [email protected] founder & content strategist
    2. 2. @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 x88 24g UC.com 2055
    3. 3. @nozurbinaToday The market Fixing our content (with semantic models) What to do next
    4. 4. THE BIG PICTURE Changes in the market and publishing 5 - Urbinaconsulting.com @nozurbina #intelcontent
    5. 5. @nozurbina Content karma The more real value you give to consumers, the more value that will come back your way. Me – “How to AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2 Image: Moyan Brenn
    6. 6. @nozurbina Content 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 AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2 Image: Moyan Brenn
    7. 7. 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)
    8. 8. YOU CAN DO IT TOO #intelcontent
    9. 9. flickr.com/photos/nasawebbtelescope/5556216838 What troubleshooting 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?
    10. 10. BUT WE HAVE TO TARGET CONTENT ON… #intelcontent
    11. 11. @nozurbina Generated Reality
    12. 12. @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)
    13. 13. A NEW ERA: THE SMARTENING The first great age of metadata is upon us! #intelcontent
    14. 14. @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
    15. 15. FIXING THE CONTENT 16 - Urbinaconsulting.com @nozurbina #intelcontent
    16. 16. KEY CONCEPTS Content model Semantic (vs Structured) Taxonomy Linked Data (RDF/OWL) Metadata Component Content #intelcontent
    17. 17. @nozurbinaBreak it up 18 WWW. Break up content into format-free components
    18. 18. @nozurbinaBreak it up Change the “unit of use”: Documents or Pages vs Components (aka modules, topics) Fragments Variables www Component Content (Management)
    19. 19. @nozurbinaModularity enables reuse Scenario A Scenario B Scenario CPool of modular components Reuse enables contextualised experiences
    20. 20. @nozurbinaModularity enables reuse Assembly A Assembly B Content for Scenario D
    21. 21. METADATA “Data about data” you’ve probably already heard, but there’s always more to think about #intelcontent
    22. 22. @nozurbina categorisation display access Relational and linking performance analytics user rankingTarget audience applicability business process Target audience dependencies language change history editorial lifecycle status versioning prerequisites content model METADATA
    23. 23. SCOPE: WHERE TO PUT METADATA It started with documents…. #intelcontent
    24. 24. @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 scope WWW.s p a c e r Break up content into format-free components s p a c e r s p a c e r s p a c e r
    25. 25. CONTENT MODEL Defining our types of content #intelcontent
    26. 26. 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!
    27. 27. BUILDING IN THE NEEDED INTELLIGENCE Adaptive content modelling #intelcontent
    28. 28. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Familiar content
    29. 29. Main image Product Name Supplementary Product 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 engineered
    30. 30. @nozurbina Your content creators & customers will internalise your models http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN @class=“main”
    31. 31. WE ARE SENSE MAKING MACHINES We’ll make it up if we have to 33 #intelcontent
    32. 32. @nozurbina
    33. 33. @nozurbina The mind uses naturally compression to take the fundamentals from the right and match it to the model on the left.
    34. 34. @nozurbina Simplified model… of complex reality bit.ly/icc14nuprz
    35. 35. @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
    36. 36. TAXONOMY Categorising our content and concepts #intelcontent
    37. 37. Each value = a taxonomy facet
    38. 38. @nozurbina
    39. 39. @nozurbinaContent 12 3 6 9 Product layout Model Output @audience=“usb” @audience=“him” Semantic models make your content programmable for maximum reuse & relevance
    40. 40. LINKED DATA Content models and taxonomies for everyone!
    41. 41. (Now) backed and endorsed by Google, Facebook, Bing, BBC,Tim Berners-Lee, and many more. Superior experience for consumers, more effective for brands
    42. 42. http://zucando.com/zen-cart-modules/seo-marketing-tools/google-rich-snippets-breadcrumbs
    43. 43. http://searchengineland.com/structured-data-markup-inevitable-but-an-admission-of-failure-136383 -Warning, this article sucks
    44. 44. PUTTING IT ALL TOGETHER
    45. 45. @nozurbina Content Models OutputsUsers Him Her USB gadget buyers Putting it all together Scenarios 12 3 6 9 RDF Content standard
    46. 46. @nozurbina Content Models OutputsUsers Him Her USB gadget buyers Putting it together Scenarios 12 3 6 9 RDF Content standard You don’t have to do everything tomorrow!
    47. 47. @nozurbina CMI Next Now
    48. 48. @nozurbina Next CMI Next
    49. 49. @nozurbina Buzzwords Podcast / Post “Next” Podcast / Post Books Podcast / Post User-defined Podcast / Post Next CMI Next Schema.org Conference Brochure(Print)
    50. 50. @nozurbina Conference Brochure(Print) Buzzwords Podcast / Post “Next” Podcast / Post Books Podcast / Post User-defined Podcast / 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
    51. 51. @nozurbinaWhat you should do now Do 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
    52. 52. Redmond,WA, USA Microsoft HQ May 18-19 (2 days) Minneapolis, USA Confab Central May 20 Aix-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 WORKSHOP Adaptive content modelling for omnichannel Thank you! (Q&A?)
    53. 53. @nozurbinaYou might also like

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