The conceptual model of 4D content is one that takes into account not just
the length and width of a content asset, but looks at 'depth' ( related
content, social layers, 'drill down') and 'time' (dynamic,
contextually-relevant and personalised content). It is a model to support
adaptive content personalisation on any device or channel.
Our audiences are ever more adept at ignoring us on an ever growing number
of channels. We are still reeling from the surge of mobile devices in all
their many forms, but we can see wearable technologies and augmented
reality bearing down on us like a freight train.
To respond we must rethink how we work with content at a fundamental level.
The world is four-dimensional place (length, width, depth and time), but
we were raised and trained to think of content as flat, 2D deliverables.
How can actually create and deliver content for everyone and no one at
once? How can we create words and images like Lego that can be dynamically
built into relevant and valuable content for the right person and the
right context?
How can we do all this coherently, without the train hitting us and
smashing our messages into a fragmented mess?
By changing our mindsets, and adopting a content strategy that can support
today’s content initiatives. Check out this session and take the first step
in the right direction.
3. @nozurbina
Select Projects
10 points to help you decide if you’re a match with Urbina Consulting:
urbinaconsulting.com/about-you
horizontal
vertical
7. Organisational adoption
Mass user adoption
Keeping up
:(If you wait for mass adoption a format or channel, you’re permanently behind
– by definition
12. @nozurbina
But it’s hard.
We mould our vision
of the future using
today’s parameters
Robert Tinney's cover for the April 1981 “Byte magazine”, from Internet Archive. ti.me/1BBOQmZ
16. @nozurbina
Internet
The great democratiser
The #1 most followed
account, with 49M
(3.3x more)…
CNN (@cnnbrk) is the
most followed news
org on twitter, with
15M followers (#35)
…@katyperry
Stats: http://bit.ly/twtop100
http://xaxor.com/funny-pics/funny-katy-perrys-crazy-outfits.html/attachment/katy-perry-crazy-outfits12
22. All media work us
over completely...
they leave no part
of us untouched,
unaffected,
unaltered.
– Marshal McLuhan, Media is
the Massage*, 1960
(coined the term “global village”…
*Yes, ‘Massage’. Google it.)
WE ARE REACHING
A TIPPING POINT
28. @nozurbinaCustomer experience is 4D
“I want an answer
now, please!”
(Oct 15, 2014. 2:35 pm)
Planning, structures and
strategies have to be time
and depth aware
41. Info Product
(map, deliverable, document…)
Assembly
(Collections,Topic Group, Libraries,
ChapterMap, Chapter)
Module
(topic, article…)
Fragment
(block, container, para, section…)
Inline
(element/tag)
Relationships
Different 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
44. 4D content / red thread
Marketing layer
???
Techcomm
Training overviews?
Support Knowledge?
New materials?
Social layer
Reuse where
possible, and link
with tagging,
relationships, CTAs.
46. @nozurbina
Product Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet (Print)
The content model is the
backbone of adaptive,
cross-media, omnichannel
content strategies
Google
Glass
50. @nozurbinaWhat content when?
• Go through the 5Ws, thoroughly:
– Who, what, when, where, why
• Establish adapting rules for your
matrix of content
– Scenario and Output columns
Article: bit.ly/ac-how2
51. @nozurbinaContent modelling
52 - Urbinaconsulting.com @nozurbina
Content modelling is hard.We’re flattening
structures that are actually very layered in
time and depth.
But we have no choice.
52. From today to tomorrow
Static content and
layouts
Same content for everyone.
Layouts must be crafted for each device and channel.
Responsive web
design
Same content for everyone.
Web layouts suit the device being used.
Print, apps, or anything not web is not handled.
Adaptive content Content contains variations that allow it to be delivered differently for
different scenarios.
Can be fed into responsive web layouts.
Print, apps, and other materials can leverage the same adaptive
source content.
Dynamic contextual
personalization
Adaptive content is manipulated and delivered to suit the user
context, optimizing for both consumers' goals and the device.
53. @nozurbinaBenefits of adaptive content modelling
• Removes boundaries imposed by static
publications
• Encourages modular approach to content
authoring
• Enables new relationships among content
objects
• Meets the growing demands of customers to
get the content they need
55. Structural
semantic model
of “store”
content type
Create
Semantically
structured
content
instance
“Store”
instance
Transform
Map model to
Schema.org
metadata
Store.html
Specific
answer
Index
(Engine)
Your tools or
3rd Party, e.g.
Google
Persistent
metadata!
56. Perspective shift
“Overt selling has given way to problem
solving. Sweeping statements have given way to
conversation-like messages.”
—Robert Rose, Chief Strategist, Content Marketing Institute
Image: Moyan Brenn
57. @nozurbinaWhen do I stop tagging?
• When you can’t think of a probable user benefit, now or
in future
–It’s your job to judge ‘probable’
–There is no right answer, and no model is forever
–It’s design. Design iterates and improves over time
58 - Urbinaconsulting.com @nozurbina
58. @nozurbinaToo deep/shallow? Which is worse?
• Shallow.
–You can always roll back from too deep.Too shallow is a missed
opportunity.
• Limit depth according to your budget/tools, not your business
needs or your users.
59 - Urbinaconsulting.com @nozurbina
59. @nozurbinaHow do I explain this to colleagues?
• Do audience analysis on them
• Build you bag of tricks and messages that make sense for them
– Some will get it only after a demo or prototype
– Some want spreadsheets of ROI
– Others want case studies they can relate to
• Adapt the content you use to persuade different types of
stakeholders
60 - Urbinaconsulting.com @nozurbina
60. @nozurbinaPitfalls to Avoid
• Don’t forget you’re no longer making ‘it’, you’re making ‘them’
• It’s a specialised work. Make sure to get the right skills
• Structured content is much more appropriate
• Sometimes lots of hoops to jump through to get a server set
up in the IT infrastructure
62. 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?)
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.flickr.com/photos/aigle_dore/
Moyan Brenn
RR Quote from “Content Marketing Content Strategy”, Intercom Magazine, May 2013