Multidimensional Content Strategy: A Plan for Dodging the Oncoming Train
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@nozurbina #LavaCon Multi-Dimensional Content Strategy: A Plan for Dodging the Oncoming Train Noz Urbina Founder and Content Strategist Urbina Consulting urbinaconsulting.com/about-you
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The model of 4D content is one that takes into account not just the length and width of a content asset, but looks at content in a systematic way, where we look at 'depth' ( related content, social layers, 'drill down') and 'time' (dynamic, contextually-appropriate content). 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 marketing initiatives. Join this session and take the first step in the right direction.
Transcript of Multidimensional Content Strategy: A Plan for Dodging the Oncoming Train
@nozurbina #LavaCon
Multi-Dimensional Content Strategy:
A Plan for Dodging the Oncoming Train
Noz UrbinaFounder and Content Strategist
Urbina Consulting
urbinaconsulting.com/about-you
@nozurbinaMe (Noz Urbina)
Content strategist
Consultant/trainer
Author
urbinaconsulting.com
@nozurbinaContent strategy
• Right content• Right format• Right language• Right time
Business Goals User GoalsCS
@nozurbinaWe’re in a world of constantly accelerating
change
@nozurbina
How do you keep up?
Organisational adoption
Mass user adoption
Keeping up
: ( :)
@nozurbina
How do you keep up?
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You don’t
http://www.flickr.com/photos/simpleskye/9176010952
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http://www.flickr.com/photos/simpleskye/9176010952
In an age of constantly accelerating change, a keep up strategy is a failure strategy
@nozurbina
We need to start anticipating the future
@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
@nozurbinaOnline was mono-directional
http://bit.ly/nbigbadweb
@nozurbinaBirth of online identity
User name
Company
Password
Confirm Password
The medium started accepting input
@nozurbinaBirth of online identity
Register
@
@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
The public now touches metadata every day
"Aggregated
metadata can be more
revealing than
content.“– J. Kirk Wiebe &
Bill Binney
"Not looking at content...
sifting through
metadata“ – Barak Obama
@nozurbinaGoogle nGrams (word frequency charts)
@nozurbina
Metadata is hotter than pornography
now
Google nGrams (word frequency charts)
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
We once couldn’t map
3D to 2D
Don Yang, 950s Raphael, 1510
Then we got it. And it spread
globally.
@nozurbinaWe (still) conceive content in 2D
@nozurbinaCustomer experience is 4D1. Length 2. Width3. Depth
– “Drill down”– Progressive disclosure– Multi-asset relationships /
references– Search/Social
4. Time– Dynamic, real-time content– Audience/context-specific
content
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@nozurbinaWe (still) conceive content in 2D
@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
@nozurbinaTwitter in a 4D paradigm
• More metadata = more perspectives
ILTMagazin
e
Congility
2013
@tomspk
#elearning
SEMANTIC CONTENT MODELLING
Making content adaptive
@nozurbinaTraditional ContentTraditional content is marked with semantics on the blob/block-level
@nozurbinaAdaptive contentEmbedding specific semantics & structure in our content enables contextually-appropriate and seamless online/offline experiences
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A TRUE STORY
The full article series on adaptive content:
bit.ly/ac-articles-nu
31 - Urbinaconsulting.com @nozurbina
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We went to a local wine tasting
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They had tablets on the tables where we
browsed the corporate site
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My partnered asked: “If I add a product to my basket, will they add it to our bill and have it ready to pick up when
we leave?”
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No. The site didn’t work that way. The content had no sense of it’s
time and space. But it should have.
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TRADITIONAL CONTENT MODEL
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ADAPTIVE CONTENT MODEL
39Cont.
A richer model could
have adapted to the context
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A richer model could
have mapped to various
outputs
@nozurbina
Structural definition of a
content type: “event”By having established
clear semantics,
modules and/or “pages”
can be built up from
some or all of the
structured source.
Rahel Anne Bailie’s “Flow” diagrams
@nozurbinaContent modelling
42 - 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.
@nozurbina
Benefits 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
Not a “p
age”.
An answer
Not a “p
age”.
An answer
Structural semantic model of “store” content
type
Create
Semantically
structured content instance
“Store” instanc
e
Transform
Map model to
Schema.org
metadata
Store.html
Specific answer
Index(Engine)
Your tools or 3rd
Party, e.g. Google
Persistent metadata!
Pull specific content to things like Google Cards
Generated
Reality
Or to whatever else…
@nozurbina
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
@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
49 - Urbinaconsulting.com @nozurbina
@nozurbina
Too 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.
50 - Urbinaconsulting.com @nozurbina
@nozurbina
How 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
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@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
@nozurbina
Don’t hitch your wagon to a dinosaur
If you manager can’t adapt. It’s both of
your careers on the line!
Copenhagen, Denmark Napatech Nov 24-25 (2 days)Boston, USA Gilbane Dec 2
Your offices…? 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 UX
Thank you!
(Q&A?)
