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Architecting Your Content For the Unknown Consumer

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Whilst CMS communities talk headless, the market is starting to talk CaaS (Content as a Service), in which content is created and managed independently of the place it will be consumed. CaaS becomes especially important when considering the Internet of Things or more traditional end points such as websites and mobile apps. Over time, this could mean everything from your TV or watch to your fridge. This session will look at how eZ can be used to offer CaaS by positioning it as the Digital Hub of the enterprise.

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Architecting Your Content For the Unknown Consumer

  1. 1. TM Architecting your Content for the Unknown Consumer 05.10.16 Richard Jones, Technical Director eZ Conference, Paris 2016
  2. 2. TM Richard Jones Technical Director Inviqa Content Practice Content, Commerce, Innovation
  3. 3. Your customer’s behaviour is changing faster than you are TM
  4. 4. You need to keep pace with requirements you may not even be aware of TM
  5. 5. Being Prepared Why today’s web is unpredictable What’s likely to change How you can be ready now
  6. 6. TM Desktop Tablet Mobile Native application The Known Consumer
  7. 7. TM By definition: Anything you are testing for Assume everything else is 
 unknown The Known Consumer
  8. 8. “Internet of Things”
  9. 9. Defining the IoT Headline devices Smart Refrigerators Household domestic appliances
  10. 10. Outside the headlines Media Advertising Billboards
  11. 11. Outside the headlines Environmental monitoring Infrastructure management Manufacturing Energy Management Medical and Healthcare
  12. 12. Outside the headlines Consumer Wearable Quantified Self Smart Retail
  13. 13. 5.5 million new things get connected to the internet each day (Gartner)
  14. 14. How many of these are content consumers?
  15. 15. Vodafone: Store kiosks driven from central content repository
  16. 16. Realtime Data Using realtime data to power applications
  17. 17. Amazon Echo: A revolutionary content consumer
  18. 18. Some future gazing…
  19. 19. Some content dates quickly
  20. 20. What if you could correct at source?
  21. 21. Could content save a life? A Smart device could check for itself if it had been recalled
  22. 22. Always up to date A self driving car could consume many types of content to improve its abilities
  23. 23. How we present this data is the key
  24. 24. Software is not good at interpreting meaning
  25. 25. Unstructured vs Structured Data
  26. 26. Use of structured data for other purposes
  27. 27. How do we support these unknown consumers?
  28. 28. Much people still thinks in the “page” model Pages may have semantic elements At best these are signals for interpretation The Web as Pages
  29. 29. We need a Content Management System to allow us to move beyond “page” thinking Beyond the Page
  30. 30. Content model and structure Delivery / Access mechanism Beyond the page
  31. 31. Content creators need to think beyond pages Relinquish control of layout Challenges
  32. 32. A debate well covered elsewhere aka Battle for the Body Field A conversation that is still ongoing Blocks vs Chunks
  33. 33. Also a well covered topic Very relevant to our scenarios The use case for context specific content is valid here Adaptive vs Responsive
  34. 34. Do we want to?
  35. 35. Open Data Paid API access Metered API access Business Models
  36. 36. Value added service Offer content in a usable format Business Models
  37. 37. How do we get there?
  38. 38. Structure the content model Expose content using a documented API Steps to Prepare
  39. 39. Conceptually can start quite simple Complexity tends to escalate as you work through the relationships The Content Model
  40. 40. Example Article •Headline •Body •Image
  41. 41. Content Model theory
  42. 42. Object Oriented Programing Well understood in the computer science world Some principles could be applied to content modelling Comparing to OOP
  43. 43. Objects which may contain data in the form of fields Code in the form of methods Single responsibility principle Interface segregation principle Definition
  44. 44. A content type should be as simple as possible It should be for one purpose only Do not assume dependencies that may not be present A field should have one clear purpose Loose interpretation
  45. 45. How do we get to the content model?
  46. 46. Different roles have different relationships with the content Engaging with all the voices helps us build a complete content model Content Workshops
  47. 47. The importance of invisible data
  48. 48. Metadata Taxonomy Relationships Types of Invisible Data
  49. 49. Organisation specific taxonomy with an unknown audience - open standards are better Examples of Metadata
  50. 50. Organisation specific taxonomy with an unknown audience - open standards are better GS1 Smart Search
  51. 51. Data always beats judgement No matter how long you’ve been in the industry No matter how well you know your products Intuition is not a science Examining Relationships
  52. 52. Camera publication Taxonomy Example
  53. 53. Niche Camera publication Taxonomy Example
  54. 54. Content Modelling Antipatterns
  55. 55. Content types that provide nothing in isolation “Signposts”, “Jumps”, “Shortcuts” Non-Content Content
  56. 56. Instead use alternative views of the referenced content: e.g. Teasers, List view Non-Content Content
  57. 57. A content type that covers multiple use cases Violates the single responsibility principle Reluctance to have multiple content types leads to a monster content type Godzilla Content Type
  58. 58. Instead: Don’t be afraid to have more smaller content types Consider relationships Think carefully about single responsibility Godzilla Content Type
  59. 59. Using a field name that doesn’t make immediate sense to the editor Fields that are used for different things in difference scenarios Lead to loss of structure Field Ambiguity
  60. 60. Instead: Agree clear naming with all content stakeholders Create clear guidelines / help text. Field Ambiguity
  61. 61. Fields that are not really content Designed to affect the layout of the “page” via template logic Logic Fields
  62. 62. Don’t mix layout with content The application theme layer can handle this for you. Logic Fields
  63. 63. What Next?
  64. 64. Use a CMS with a good Content Model Toolset
  65. 65. Educate Stakeholders regarding the benefits of structured content
  66. 66. Split content from design
  67. 67. Handle creative objections early
  68. 68. Spend time on the content model
  69. 69. Allow more time that you think you need Focus on the future - and abstract Simplify the design - leave no room for interpretation Consistency of fields - eg date formats Content Model
  70. 70. Think through all possible relationships Break content into the smallest possible pieces Hold the smallest amount of formatting possible Content Model
  71. 71. Future proof your content
  72. 72. Ensure portability
  73. 73. Embrace the unknown and create a legacy
  74. 74. TM Questions?

Whilst CMS communities talk headless, the market is starting to talk CaaS (Content as a Service), in which content is created and managed independently of the place it will be consumed. CaaS becomes especially important when considering the Internet of Things or more traditional end points such as websites and mobile apps. Over time, this could mean everything from your TV or watch to your fridge. This session will look at how eZ can be used to offer CaaS by positioning it as the Digital Hub of the enterprise.

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