3/23/2015 1 @nozurbina • #intelcontent

The Non-Terrifying intro to Semantic Content

noz.urbina@urbinaconsulting.com

founder & content strategist

@nozurbinaNoz Urbina, Urbina Consulting

Content strategist & modeller

14 years in content/semantics

Consultant/trainer in H2H (B2B/B2C)

Author / Futurist

urbinaconsulting.com/events

89 3929 31 x8824g

UC.com 2055

@nozurbinaToday

The marketFixing our content

(with semantic models)

What to do next

THE BIG PICTURE

Changes in the market and publishing

5 - Urbinaconsulting.com @nozurbina#intelcontent

@nozurbinaContent karma

The more real value you give to consumers, the more value that will come back your way.

Me – “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2

Image: Moyan Brenn

@nozurbinaContent karma

The more we can make our content adaptive, the more we can realistically deliver tailored, high-value content without running out of budget, resources, or time.

Me – “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2

Image: Moyan Brenn

Not a

“pa

ge”.

An an

swer

Today’s content solutions are not passive

They are (pro)active systems that deliver the right dose of information to the right person

(by leveraging metadata)

YOU CAN DO IT TOO

#intelcontent

flickr.com/photos/nasawebbtelescope/5556216838

What troubleshootin

g is needed here?

flickr.com/photos/dbnunley/10027759633

Where should I go

on vacation?

How can I get one of these?

flickr.com/photos/ucdaviscoe/5934402970

Does this have the specs I

want?

BUT WE HAVE TO TARGET CONTENT ON…

#intelcontent

@nozurbina

Generated

Reality

@nozurbina

Generated

Reality

94% of businesses say

personalization is key to success

econsultancy.com

48% of shoppers would like to use a phone to shop while in stores

luxurydaily.com

74% of shoppers who ‘showroom’ are older than 29, and 48% older than 40

Columbia Business School(bit.ly/ac-how2)

66% of B2B suppliers say

customer expectations are

driving them towards omnichannel

accenture (bit.ly/b2bomni)

A NEW ERA: THE SMARTENING

The first great age of metadata is upon us!

#intelcontent

@nozurbinaWe must fix the content• Make it format-agnostic

• Break it up into reusable, well-modelled components

• Apply semantic metadata that defines and describes it

• Apply audience, applicability and context metadata to decide where and when to route it

15

FIXING THE CONTENT

16 - Urbinaconsulting.com @nozurbina#intelcontent

KEY CONCEPTS Content modelSemantic (vs Structured)Taxonomy

Linked Data (RDF/OWL)

Metadata

Component Content

#intelcontent

@nozurbinaBreak it up

18

WWW.

Break up content into format-free components

@nozurbinaBreak it upChange the “unit of use”:

Documents or Pages

vs

Components (aka modules, topics)

Fragments

Variables

www

Component Content

(Management)

@nozurbinaModularity enables reuseScenario A Scenario B Scenario CPool of modular

components

Reuse enables contextualised experiences

@nozurbinaModularity enables reuse

Assembly A Assembly B Content for Scenario D

METADATA

“Data about data” you’ve probably already heard, but there’s always more to think about

#intelcontent

@nozurbinacategorisation

display

access

Relational and linking

performance analytics

user rankingTarget

audience

applicabilitybusiness process

Target audience

dependencies

language

change history

editorial

lifecycle status

versioning

prerequisites

content model

METADATA

SCOPE: WHERE TO PUT METADATA

It started with documents….

#intelcontent

@nozurbina

Info Product (map, deliverable, document…)

Assembly (Collections, Topic Group, Libraries, ChapterMap, Chapter)

Module (topic, article…)

Fragment(block, container, para, section…)

Inline (element/tag)

Metadata scopeWW

W.

spacer

Break up content into format-free components

spacer

spacer

spacer

CONTENT MODEL

Defining our types of content

#intelcontent

Not a

“pa

ge”.

An an

swer

Not a

“pa

ge”.

An an

swer

Structural model of “store” content

type

Create

Well tagged

(machine-

readable) description of “a store”

Transform

Map to machine-readable output with

Schema.org

metadata

Store.html

Specific,

relevant

answer

Index(Engine)

Your tools or 3rd

Party, e.g. Google

Persistent

metadata!

BUILDING IN THE NEEDED INTELLIGENCEAdaptive content modelling

#intelcontent

http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN

Familiar content

Main image

Product Name

SupplementaryProduct Images

Product Overview

Feature List

Tagline

Feature Details

Model

http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN

Reverse engineere

d

@nozurbina

Your content creators &

customers will internalise your

modelshttp://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN

@class=“main”

WE ARE SENSE MAKING MACHINES

We’ll make it up if we have to

33#intelcontent

@nozurbina

@nozurbina

The mind uses naturally compression to take the

fundamentals from the right and match it to the model on the left.

@nozurbina

Simplified model… of complex reality

bit.ly/icc14nuprz

@nozurbina

Product Family (desktop) Product

(mobile)Product (desktop)

Product leaflet (Print)

The content model is the backbone of

adaptive, cross-media, omnichannel

content strategies

Microsoft

Hololens

When your semantics are explicit in your content, machines can help you

reuse, transform, translate or format it

TAXONOMY

Categorising our content and concepts

#intelcontent

Each value = a taxonomy facet

@nozurbina

Taxo

nomy of

Catego

ry Values

@nozurbinaContent

123

6

9

Product layout

Model Output

@audience=“usb”

@audience=“him”

Semantic models make your content

programmable for maximum reuse &

relevance

LINKED DATA

Content models and taxonomies for everyone!

(Now) backed and endorsed by Google, Facebook, Bing, BBC, Tim Berners-Lee, and

many more.

Superior experience for consumers, more

effective for brands

Not a “p

age”.

An answer

Not a “p

age”.

An answer

http://zucando.com/zen-cart-modules/seo-marketing-tools/google-rich-snippets-breadcrumbs

http://searchengineland.com/structured-data-markup-inevitable-but-an-admission-of-failure-136383 - Warning, this article sucks

PUTTING IT ALL TOGETHER

@nozurbina

Content Models OutputsUsers

Him

Her

USB gadget

buyers

Putting it all togetherScenario

s

123

6

9

RDF

Content standard

@nozurbina

Content Models OutputsUsers

Him

Her

USB gadget

buyers

Putting it togetherScenario

s

123

6

9

RDF

Content standard

You don’t have to do everything tomorrow!

@nozurbina

CMI Next Now

@nozurbina

Next CMI Next

@nozurbina

Buzzwords Podcast / Post

“Next” Podcast / Post

BooksPodcast / Post

User-definedPodcast / Post

Next CMI Next

Schema.org

Conference Brochure(Print)

@nozurbina

Conference Brochure(Print)

Buzzwords Podcast / Post

“Next” Podcast / Post

BooksPodcast / Post

User-definedPodcast / Post

Next CMI Next

All doable retrospectively

because of consistent

semantics!

All doable because of consistent(and not so scary)

semantics!

Schema.org

Content model

Structure

Taxonomy

Linked Data

Metadata

Component Content

@nozurbinaWhat you should do nowDo

omnichannel readiness

review (people, process, platform,

positioning)

Consider the metrics & KPIs

Build detailed, multi-context

journeys/stories

Audit the current state

Establish feasible,

conservative scope

Model & implement Min. Viable Prototype

Redmond, WA, USA Microsoft HQ May 18-19 (2 days)Minneapolis, USA Confab Central May 20Aix-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

WORKSHOPAdaptive content

modelling for omnichannel

Thank you!

(Q&A?)

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