We can implement all of the most marvelous personalization framework, architecture, and engines that money can buy, but it will still not function optimally. Here's why ...
The concept of content is far greater than copy and pictures. To quote a wonderful colleague of mine, "Content is the means through which we connect with consumers, attribute meaning to our experiences, understand our world, communicate with one another, learn, and grow. Content is more than words. It’s substance. It goes beyond just writing, encompassing images, interactions, code, and so much more,” Bekah Rigby, Content Strategist.
Content not only gives context and meaning to the experience for the customer, but it also enables an algorithm's ability to find content, learn the relationship between content pieces, and understand the relevance of the content in context. If we want to get to future state where experiences can become dynamic, channel-less, seamless and even automated, then it’s imperative we take a hard look at how we structure, organize, and manage our content.
What is a Content Model?
Content models enable the organization of a digital ecosystem. They document all content elements associated with a branded experience, and define the relationships between each. By defining taxonomy, tagging, attributes, segments, display logic, and more at the level of the content element, teams can visualize the purpose of each piece of content, understand the relationship between each, and can implement, manage, and govern the content experience.
How does it work?
Content modeling is the process of creating a sound, logical taxonomy and structure for the content. It defines how content will be broken up into common elements, and demonstrates how the content is going to be deconstructed to "move" through the technology stack. Because of its technical nature, content modeling can seem kind of scary to get started with, but in reality, it just requires a some logical analysis and thought into how the content is broken down into common, structural elements.
Why do I need one?
The content model has the power to become the document of record (single source of truth) for an end-to-end content experience that design, content writing, product development and sustainment delivery teams may operate from to inform their work. Content models actually save time in the long run because they
Identify gaps and inter-dependencies
Reduce production defects not only for the customer but also for applications such as SEO, machine learning and AI.
Document of record from which developers, copy writers, and experience teams can operate from to inform their deliverables
Download the Content Model Template
Download this FREE content model template. I've created this template using Microsoft Excel. If you don't have Excel, don't fret. Microsoft offers a free version that is accessed in your browser. You can sign up for a free online Microsoft Online account here.
Note: This is an education blog. There is no catch to downloading this template. I'm here to share the knowledge I've acquired over the years, and to help less experienced strategists grow their skills, resources, and tool kits.
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