Out of the Guest Room into the Master SuiteCommitting to a Relationship with Structured Content

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@rahelab

Image source: Rob Reiner via Commonwealth Club / Creative Commons

Photo of presenter here

Rahel Anne Bailie

Chief Knowledge Officer, Scroll LLP

15+ years content strategy

10+ years tech communication

Consulting / Instruction / Author

OASIS Lightweight DITA Committee

Information 4.0 Consortium

SO WHAT’S THE DEAL WITH STRUCTURE?

Definition of structure

Construct or arrange, according to a plan

An object, constructed from many parts

An arrangement of, and relations

between, the parts or elements

of something complex

Basic structure

<p>How do I change my username?

You can customize the web address for

your profile by choosing a username. To

change your username:

1.Click at the top right of any Facebook

page and select Settings.

2.Click Username.

3.Enter your new username and your

password, then click Save Changes.

Page admins can also change their Page's

username. Learn how to change your

Page's username.</p>

A little more structure

<p>How do I change my username?</p>

<p>You can customize the web address for your

profile by choosing a username. To change your

username:</p>

<p>1. Click at the top right of any Facebook

page and select Settings.</p>

<p>2. Click Username.</p>

<p>3. Enter your new username and your

password, then click Save Changes.</p>

<p>Page admins can also change their Page's

username. Learn how to change your Page's

username.</p>

Even more structure

<h1> How do I change my username?</h1>

<p>You can customize the web address for

your profile by choosing a username. To

change your username:</p>

<ol> <li>Click at the top right of any

Facebook page and

select <b>Settings</b>.</li>

<li>Click <b>Username</b>.</li>

<li>Enter your new username and your

password, then click <b>Save

Changes</b>.</li> </ol>

<p>Page admins can also change their

Page's username. Learn how to <link>

change your Page's username</link>.</p>

A lot of structure, including semantics

<task=“profile”>

<title=“cmu”>How do I change my username?</title>

<Context>You can customize the web address for your

profile by choosing a username. To change your

username:</context>

<steps>

<step>Click at the top right of any Facebook page

and select <ui>Settings</ui>.</step>

<step>Click <ui>Username</ui>.</step>

<step>Enter your new username and your password,

then click <ui>Save Changes</ui>.</step> </steps>

<note>Page admins can also change their Page's

username.</note>

<p>Learn how to <link=“cypu”>change your Page's

username</link>.</p>

Traits of semantically structured content

Intelligent content is:

• Structurally rich

• Content is structured in a way that

computers can understand how to

process it

• Semantically categorized

• Has metadata that gives information

meaning, so that the content can be

processed with more specificity

Intelligent Content Primer, Ann Rockley, Charles Cooper, and Scott Abel

Discoverable

In practical terms:

• Content is automatically discoverable

Means:

• Search engines can find your content

because it understands not only the text but

the intent of your meaning

Try this at home:

Search for “wine bar” > places to drink

wine

Click “Shopping” tab > wine cabinets

Re-usable

In practical terms:

• Content can be re-used across

topics

Means:

• Content components can be used in

“mix-and-match” ways to build new

topics or output to different formats

Try this at home:

Look for content that can be re-

used in multiple places

(hint: compliance statements)

Re-configurable

In practical terms:

• Content can be repurposed in different

contexts

Means:

• Content can be automatically sorted/filtered

and included/excluded in different ways

Try this at home:

On a shoe-shopping site, find all the

categories that show the same pair

of red-heeled boots.

Adaptable

In practical terms:

• Content can adapt to specific contexts

Means:

• Content can be served up in different ways,

depending on the device, audience,

market, or other personalisation variables

Image source: Animal Galleries / Creative Commons

Try this at home:

Notice the differences between the

amount of content shown in LinkedIn

articles on your phone and desktop.

Complex delivery of content in multiple contexts

• From the right sources

• On the right platforms

• To the right audiences

• At the right moments

• Through the right channels

• With the right configuration

• In the right formats

• In the right versions

• In the right languages

• In the right media

• At the right times

• In the right contexts

ARE YOU USING CONTENT

TO PROMOTE YOUR BRAND?

Content across the brand

Content:

• Is the front door to your digital

presence

• Is how content consumers

understand your brand

• Critical aspect of acquisition

• Paves the way to customer retention

• Helps with renewal

The cost of acquisition

https://www.mycustomer.com/experience/loyalty/infographic-customer-acquisition-vs-retention-costs

The cost of retention

https://www.mycustomer.com/experience/loyalty/infographic-customer-acquisition-vs-retention-costs

https://www.slideshare.net/custthermometer/22-customer-retention-stats

Content is the top enabler for existing customers

Pareto principle of content

WHY THE COMMITMENT

TO STRUCTURED CONTENT?

https://hbr.org/2014/10/the-value-of-keeping-the-right-customers

SUPPORTING THE

MAJOR BUSINESS DRIVERS

Brand loyalty

Brand = Promise

Traits of successful brands

Successful brand brands exhibit:

• Uniqueness

• Accuracy

• Consistency

• Relatability

• Trustworthiness

Where structured content helps

Brand content exhibits:

• Uniqueness

• Accuracy

• Consistency

• Relatability

• Trustworthiness

Brand loyalty = Trust

Market expansion

Image source: Wikimedia Commons

Expanding next door or around the world

Audience variants

Market Language Expertise Product

CountryGenerationIncome

CountryDialectReading level

NoviceEnthusiastProfessionalExpertPro buyer

FreemiumBasic versionPro versionBulk discountRevisions

Risk management

Digital evidence

Customer retention

https://www.slideshare.net/custthermometer/22-customer-retention-stats

Increase in capacity

Working smarter

Content maintenance

Content creation

Content delivery

C

O

S

T

Creating high-performance teams

Uses

People

Governance

Technology

STRUCTURE MAKES

CONTENT

WORK BETTER

Image source: BASF

By email:

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rahel.bailie@scroll.co.uk

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