Content is the whole point of the digital products you create. It needs to be omni-channel, ready for AI and machine learning, and easily maintained. But many teams struggle with how to get content up front, maintain it once it’s published, and make sure it’s ready for the future. As a Craft developer, you already have the tools to support a connected content framework. Structured content creates relationships, connects to other systems, and allows for personalised customer experiences.
We’ll answer your most pressing questions about incorporating content strategy into your work, including:
- How can you contribute to the planning phase of web projects?
- How to get real content to work with during implementation?
- What does a CMS developer need to ask for?
- How do you educate clients on the benefits of doing and the consequences of not putting content first?
- How to build your team’s confidence and trust the design and content you get?
- What makes your CMS and content future-proof and maintainable?
4. !4
STRUCTURED CONTENT STACK
More Volatile
More Stable
Domain model
The Shape and Structure of Your Subject
Content model
How Content Is Broken Down and Connected
Content
Words and Pictures Conforming to Content Types
Representation
Windows on the World
Navigation
The Pathways Through Connected Content
6. !6
CONTENT MODEL
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
HOW CONTENT IS BROKEN DOWN AND CONNECTED
7. More Volatile
More Stable
!7
CONTENT
Domain model
The shape and structure of your subject
Content model
How content is broken down and connected
Content
WORDS AND PICTURES CONFORMING TO CONTENT TYPES
8. WINDOWS ON THE WORLD
!8
REPRESENTATION
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
How content is broken down and connected
Content
Words and pictures conforming to content types
Representation
9. !9
NAVIGATION
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
How content is broken down and connected
Content
Words and pictures conforming to content types
Representation
Windows on the world
Navigation
THE PATHWAYS THROUGH CONNECTED CONTENT
14. WHAT WORLD DO YOU OPERATE IN?
14
Music Public service
broadcasting
Athletes
15. DOMAIN MODEL FOR LIVE MUSIC
15
PERFORMER
ACT
VENUE
LOCATION
GENRELINEUP
PERFORMANCE
TOUR
SETLIST
SONG
knownAs
hostedIn
locatedIn
partOf
performs
partOf
hasGenre
performedIn
hasSong
hasGenre
17. !17
CONTENT MODEL FOR TICKET SELLER
PERFORMER
ACT
VENUE
LOCATION
GENRELINEUP
PERFORMANCE
TOUR
SETLIST
SONG
knownAs
hostedIn
locatedIn
partOf
performs
partOf
hasGenre
performedIn
hasSong
hasGenre
18. !18
CONTENT MODEL FOR TICKET SELLER
VENUE
Venue Name
Address
City
State
Country
Phone Number
Email Address
Website
Age Restrictions
Menu
Related Venues
History
Proprietor
Seating Style
Maximum Capacity
ACT
Act Name
About the Act
Years Active
PERFORMER
Stage Name
Birth Name
Birthdate
Birthplace
Biography
Instruments Played
Years Active
LINEUP
Lineup Name
Performers
Known As
Upcoming Performances
Years Active
PERFORMANCE
Performance Name
Date
Time
Venue
Lineup
Part of This Tour
Genre
GENRE
Genre Name
Description
Origin
TOUR
Tour Name
Tour Dates
Legs
Number of Performances
partOf
performs
hasGenre
hasGenre
partOf
hostedIn
23. USE THE CHUNKS TO DESIGN USEFUL CONTENT
Who is This Act?
Content Type Attribute Example Content
Lineup Lineup Name U2
Performer Performer Name Bono
Performer Years Active 1976-Present
Content Type Attribute Example Content
Genre Genre Name Rock
What Kind of Music Do They Play?
24. USE THE CHUNKS TO DESIGN USEFUL CONTENT
When Are Their Concerts?
Content Type Attribute Example Content
Tour Tour Name eXPERIENCE + iNNOCENCE
Tour Tour Dates May 2, 2018 - Nov. 10, 2018
Performance Date June 17, 2018
Venue Venue Name Capital One Arena
Venue City, State Washington, D.C.
Content Type Attribute Example Content
Tickets URL Buy Tickets
How Can I Get Tickets to the Show?
26. CONTENT MANAGEMENT SYSTEM
26
Content Type Description Field Label Field Type
Performer Individual who performs music First Name Plain Text
Last Name Plain Text
Birth Name Plain Text
Birthdate Date
Birthplace Plain Text
Biography Rich Text
Instruments Multi-select List
28. WINDOWS INTO THE WORLD
28
$.ajax({
type:"GET",
url:"https://app.ticketmaster.com/discovery/v2/
events/G5diZfkn0B-bh.json?apikey={apikey}",
async:true,
dataType: "json",
success: function(json) {
console.log(json);
// Parse the response.
// Do other things.
},
error: function(xhr, status, err) {
// This time, we do not end up here!
}
34. MENUS
34
Happening Soon
Justin Timberlake
03/28/2018
See all
Brit Floyd
03/23/2018
See all
Earth, Wind & Fire
03/25/2018
See all
Chicago 90’s Block Party
03/30/2018
See all
Boyz II Men
03/23/2018
See all
Yfn Lucci
03/29/2018
See all
Popular Shows
Imagine Dragons
Yeah Yeah Yeahs
Jason Aldean
Chicago and REO Speedwagon
Post Malone
Justin Timberlake
DISPATCH
Bad Bunny
Joan Baez
The Grateful Dead
Shop by Category
All Music
Alternative Rock
Cabaret
Classical
Comedy
Country and Folk
Dance/Electronic
Festivals
Hard Rock/Metal
Jazz and Blues
Latin
Miscellaneous
New Age and Spiritual
R&B/Urbal Soul
Rap and Hip-Hop
Rock and Pop
World Music
39. !39
YOU WANT TO…
1. Participate in the
planning of the site
2. Know what you
build is the right
thing
3. Future-proof your
CMS
OTHERS…
1. Are used to doing
hand-offs
2. Assume you have
to redesign websites
every 3-5 years
3. Want the CMS to
look like word
41. !41
• Be proactive
๏ Find allies
๏ Ask questions
๏ Invite yourself to
meetings
๏ Have something ready to
show
• Be the change agent
• Have a plan
• Do experiments
BRIDGE THE GAP
42. !42
• Who, what, how content will be created and maintained
• Content strategy statement
• Domain model
START WITH CONTEXT
<Organization> offers __________, __________ content
that helps it ______________ and __________ by
making _____________ feel __________, __________,
and __________, convincing them to __________
and __________.
adjective adjective
accomplish goal accomplish goal
audience adjective
adjective
adjective
take an action
take an action
43. !43
• Create a roadmap
• Reconfigure the project plan
• Separate planning & design from build
• Model collaboration
• Have templates ready to share and use
SHOW, DON’T TELL
45. !45
• Seek acceptable risk
• Find willing clients or stakeholders, flexible projects, and
excited team members
• Do a pilot, small project, or internal project to test the new
process
• Get coaching for one or two projects
EXPERIMENT
I do this!
47. Content strategy for today and tomorrow
THANK YOU FOR ATTENDING
CRAFT CMS MANCHESTER
REACH ME AT:
@carriehd
www.tanzenconsulting.com
Share Your Passion, Try New Things,
Support Others, Create Trust, and
Nurture Community
Dot All Conference
18-20 September 2019
Montréal, Canada
dotall.com