Collaborative Content Modeling

Collaborative 
Content Modeling
Confab Central 2017
eaton@lullabot.com
twitter.com/eaton
hashtag #ccm
1

2
I’m @eaton.
I work for Lullabot.
We big content.

No one document
can describe your
content completely.
4

No one team 
has allthe answers
about your content.
5

Collaboration uses
everyone’s workto
make a better model
6

Ye Olde Agenda
High falutin’theory
Welcome to Picnictown
! Break
Boxes, arrows, people
" Lunch 
Sketches, spreadsheets
Workﬂow, governance
# Break
Organization integration
$ Review
7

Search Social
Email
APIs
Print
FeedsWeb
Apps

11
Title
Price
Sales Copy
Photos
SKU
Variants
Product
Date
Stars
Text
Review

1. What kinds ofthings we make
2. Howthey relate to each other
3. What bits of info they contain*
12

13
Review Bundle
Newsletter
News ClippingData Set
Article
Event
CTA
Form Research
Staff Bio
Job Opening
Disclosure
Fund Document
Product
Campaign
Advisor Resource
Supporting
Microcontent
Marketing
Content
General/Structural
Content
Mutual Funds
Content
Page
Phase 1
Stringent Compliance Requirements
Landing Page

15
Car chases are interesting, but spelling is more importanter
Please take a moment to ask yourself this question before reading this
adoolia
Chapter 3
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dignissim. Phasellus quis metus dignissim erat accumsan
luctus eget eget neque. Donec ullamcorper, magna et ornare
blandit, odio mauris molestie augue, eu adipiscing augue elit et
urna. Nullam dui quam, facilisis sed porta in, scelerisque non
nulla. Aliquam nibh lacus, mollis a euismod non, cursus aliquet
felis. Integer iaculis placerat ipsum. In vitae augue id neque
dapibus gravida et sit amet ligula. Donec tristique dui a massa
convallis ullamcorper. Aenean ac nulla a sapien aliquam ornare
non ac nisi. Nunc eu auctor justo. Nulla lectus metus, laoreet et
dignissim aliquam, tincidunt vitae dolor. Donec vehicula quam
non purus euismod feugiat. Integer consectetur congue mi in
gravida. Integer nec mi dolor, at tristique justo. Phasellus
pretium ipsum et enim iaculis pretium.
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Chapter Three
Chapter Four
Chapter Five
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‣Territory: Who owns this?
‣Language: Can we all understand it?
‣Entropy: Is it up to date?
16

“…In the Deserts ofthe West, stilltoday,
there are Tattered Ruins ofthat Map,
inhabited byAnimals and Beggars…
On Exactitude in Science, byJorge Luis Borges
18

26
A map shows
important
things, not
everything

27
Each one
gives a view
ofthe whole

“Which model is the ‘real’ one?”
“Which angle are we looking at?”

The purpose of content modeling is
shared understanding and clear,
consistent answers to content
questions from allteams.
29

1.
What distinct kinds of content do we
create and manage, what are their
unique purposes, and how do they
relate to each other?
30

2.
What individual properties make up
each piece of content? What rules
govern them, and where do they come
from?
31

3.
How is the content organized behind the
scenes, and to our consumers?
32

4.
What processes does the content go
through as it’s developed, published,
promoted, and maintained?
33

5.
What people and roles are responsible
forthe content throughout its lifecycle?
34

6.
What goals are we trying to accomplish
with the content, and what things are we
measuring to track our progress?
35

No one document
can describe your
content completely.
37

No one team 
has allthe answers
about your content.
38

Collaboration uses
everyone’s workto
make a better model
39

Welcome To Picnictown
‣ North American Association of Picnickers
‣ Promotes “outdoor eating with family and friends.”
‣ Covers classic picnicking, cookouts, tailgating
‣ Founded in 1968, funded by retailfood industry.
‣ CEO is Fred. Hates the color red.
‣ Not real.
41

Congratulations!
You’re NAAPing!
42

What We’re About To Do
‣ Pretend we’re NAAPers
‣ Build common project artifacts
‣ Discuss what theytell us
‣ Reﬁne our “shared understanding”
‣ Create a shared language
43

Keep An Eye Out For…
‣ Whose perspective does this artifact represent?
‣ Where does it overlap with other artifacts?
‣ Are we using different words forthe same thing?
‣ Does it reveal oversights in other artifacts?
‣ Should we revisit another artifact to reﬂect what
we’ve discovered?
44

Look underyour
seats, everyone…
45

Take 20!
Delicious Munchie Break
47

Entity Relationship Diagrams
‣ Types of content
‣ Clusters and groups
‣ Explicit relationships
‣ Important properties
49

Geographical Facts Hotwire Locations Property Channel Customer Data
Scoring
Amenities
Promotional Content
Compset Type Chain
Transactional Data
Country
State Region
City
Neighborhood
Destination
Point of Interest
Lodging Type
Property
Room Type
Rate Plan
Supplier Channel
Amenity
Customer
Booking
Review
Rating
Text TagPhoto
50

Hotwire Locations Property Channel
Amenities
Compset Type Chain
Region Neighborhood
Destination Lodging Type
Property
Room Type
Rate Plan
Supplier Channel
Amenity
50

51
Show content
Metadata
Curation tools
Promotional content
Standalone news
Cast member
A show host or recurring on-air
TWiT personality
Product
Top News
Promo
Breaking News
A hub for news updates on an
important tech news development
Article
Long-form written news coverage,
potentially including other media
Event Coverage
A hub for TWiT coverage of a
conference, convention, or event
Series
A sequential collection of
segments or articles on a subject
Topic
A theme that’s frequently covered
on TWiT shows, like “Privacy”
Static Page
A simple, ﬂexible page for storing
static content like Privacy Policies
Announcement
Transcript
A textual transcript of a particular
TWiT show episode.
Tip
How-To
Interview
Review
Unboxing
Pick
“Segments” break out
material from episodes
for easier discovery
Episode
Individual (often weekly) instance
of a show
Show
A recurring, personality-driven
collection of TWiT video content

51
Advertising
MetadataPromotional content
Product
A product or service mentioned or
reviewed on a TWiT show or in
published articles
Person
A tech industry personality covered
on the show or in published
articles on the site
Company
A company covered on the show or
in published articles on the site
Promo
Standalone video created from
clips of other TWiT episodes
Free Standing Video
A standalone video clip featured
on the site but not associated with
a particular TWiT show
Long-form written news coverage,
potentially including other media
A theme that’s frequently covered
on TWiT shows, like “Privacy”
Live Cam
Information about the drop cams
in the TWiT studios
Static Page
A simple, ﬂexible page for storing
static content like Privacy Policies
Link
A simple link mentioned or
recommended on the air.
Quote
A noteworthy quote from a TWiT
host, guest, or community
member.
Sponsor
ATWiT sponsor, used promote
companies that give TWiT
signiﬁcant support.
Ad
An individual ad attached to a
particular show episode to indicate
a sponsor's support
Announcement
Internal TWiT news and updates,
for example “We’re hosting a
studio audience next week!”
Transcript
A textual transcript of a particular
TWiT show episode.
Pick
“Segments” break out
material from episodes
for easier discovery

‣ Shout out ideas
‣ At each table:
‣ Group, organize, connect
‣ Combine, rename, eliminate
52
10:00

‣ How much does the CMS handle automatically?
‣ How much of each exists, and how much willwe make?
‣ Has usage or purpose changed overtime?
‣ Will it translated into other languages?
‣ Does make sense to allteam members?
54
?

See you in 1:30…
Delicious Lunch Break
56

User Personas
‣ Representative individuals
‣ A name and role
‣ Goals and desires
‣ Frustrations and distractions
‣ …Season to taste
58

User Personas
‣ Shout out ideas
‣ At each table:
‣ Combine, prioritize, eliminate
‣ Name and describe
60
10:00

User Personas
Do different personas…
‣ Want or need different content?
‣ Find or access content differently?
‣ Have special accessibility needs?
‣ Create their own content, or have access to more?
62
?

User Personas
‣ Whose perspective does it represent?
‣ Where does it overlap?
‣ Does it reveal oversights?
‣ Should we revisit/rework another artifact?
63
?

Bonus: Dual-Axis Sorting!
‣ Two conﬂicting values
‣ Several stakeholders
‣ A lot of items
‣ A pile of post-its
‣ 20-30 minutes
64

Annotated Wireframes
‣ Key content elements
‣ Priority, emphasis, connection
‣ Rough sketch, not aesthetics
‣ Notes on purpose/meaning
65
jibbajabba
said
I pity you fool.
dwight
said
Please take a moment to ask yourself this question before reading thisweb log: “Am I a stupid person that canʼt spell?” If yes, then answer thisquestion: “Will I be offended if somebody, namely Dwight K. Schrute.
adoolia
Chapter 3
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proinsed felis ac libero pellentesque volutpat ut ut risus. Ut ultriceslaoreet orci vel fermentum. Phasellus rhoncus porttitor mauris iddignissim. Phasellus quis metus dignissim erat accumsanluctus eget eget neque. Donec ullamcorper, magna et ornareblandit, odio mauris molestie augue, eu adipiscing augue elit eturna. Nullam dui quam, facilisis sed porta in, scelerisque nonnulla. Aliquam nibh lacus, mollis a euismod non, cursus aliquetfelis. Integer iaculis placerat ipsum. In vitae augue id nequedapibus gravida et sit amet ligula. Donec tristique dui a massaconvallis ullamcorper. Aenean ac nulla a sapien aliquam ornarenon ac nisi. Nunc eu auctor justo. Nulla lectus metus, laoreet etdignissim aliquam, tincidunt vitae dolor. Donec vehicula quamnon purus euismod feugiat. Integer consectetur congue mi ingravida. Integer nec mi dolor, at tristique justo. Phaselluspretium ipsum et enim iaculis pretium.
dwight
said
Please take a moment to ask yourself this question before reading thisweb log: “Am I a stupid person that canʼt spell?” If yes, then answer thisquestion: “Will I be offended if somebody, namely Dwight K. Schrute.
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66
dwight
said
web log: “Am I a stupid person that canʼt spell?” If yes, then answer this
question: “Will I be offended if somebody, namely Dwight K. Schrute.
adoolia
Chapter 3
Related Works
Work Title Here
Author Name
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Chapter Listing
Chapter One
Chapter Two
Chapter Three
Chapter Four
Chapter Five
Synopsis
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A AA

66
dwight
said
web log: “Am I a stupid person that canʼt spell?” If yes, then answer this
question: “Will I be offended if somebody, namely Dwight K. Schrute.
adoolia
Chapter 3
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Author Name
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Author Name
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Author Name
Chapter Listing
Chapter One
Chapter Two
Chapter Three
Chapter Four
Chapter Five
Synopsis
by Author Name
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A AA
Categories?
Tags?
Chapters:
separate
posts?
Reviews,
votes,
or both?
Do we store
deadline?
Who writes
this copy?
Automatic
or manual?

‣ At each table:
‣ Pick one content type
‣ Sketch a single layout for it
‣ Name, describe page elements
‣ Note their source
67
10:00

69
?

Take 20!
Delicious Munchie Break
71

Data Dictionaries
‣ Every. Single. Field.
‣ Data type, format
‣ Validation rules
‣ Helpful notes
73

Data Dictionaries
‣ At each table:
‣ Forthe content type you sketched…
‣ Write down every property/ﬁeld you can think of
‣ Name and explain
75
10:00

Data Dictionaries
‣ Is there missing stuff?
‣ Is there unused stuff?
‣ Is there scary stuff?
77
?

Data Dictionaries
78
?

UserJourney Maps
‣ One persona, their perspective
‣ Their interactions with a product overtime
‣ The content/messages they encounter
‣ The channels where theyﬁnd them
79

UserJourney Maps
80
Curiosity Evaluation Purchase Learning Daily Use
Web
Social
Print
Sponsored
Sponsored
Ads
Unboxing
Reviews
Reviews
Coupons
Product Desc.
Box Copy
Ads
Tutorials
Manual
Tips
Forums

UserJourney Maps
‣ At each table:
‣ Pick one persona and one need
‣ What stages would they go through?
‣ What content do they encounter?
‣ Where do they see it?
81
10:00

UserJourney Maps
83
?

Copydecks
‣ A per-entityto-do list
‣ Essential properties, metadata
‣ Purpose and usage
‣ Guidelines and warnings
‣ Next steps
84
University of Colorado Denver | Copy Deck Template
Main Content: (If necessary, Web Services will use a 2 column layout based on the amount a
Page Details:
Page Location (required): 
- Location on site map (Example: About Us > Faculty)
Page Name (required): 
- Use page name on site map (Example: Faculty)
Calls-to-action: 
- Reference content title from the
Calls-to-action Library
 
Max TITLE Characters = 20
Primary Action (required) 
Title:  
Link:
Secondary Action 
Title:  
Link:
Tertiary Action 
Title:  
Link:
 
Calls-to-action should be one primary
link that users should go to after this
page, and two secondary links that
users reading this page may also be
interested in viewing. 
 
Refer to your Creative Brief for help
on choosing Calls-to-actions. 
 
Page Headline (required): Max Characters = 26
 
Page Sub-headline (required): Max Characters
 
Page Content (required): 
- Place in the order you want it to appear on the web
- Include ALL relevant URL links (example: my link
- Section home pages should NOT have more than 1
Main Photo:
Make suggestion or send photo with copy deck.
Page Description (20-40 words required): 
What is the page or section about?
Approx. 20-40 words; Max Characters = 250

Copydecks
‣ A per-entityto-do list
‣ Essential properties, metadata
‣ Purpose and usage
‣ Guidelines and warnings
‣ Next steps
84

Copydecks
‣ At each table:
‣ Foryour adopted content type…
‣ Create instructions for a writer
‣ Note required information
‣ Remember “invisible”data
85
10:00

Copydecks
‣ Did you include everyﬁeld?
‣ Did you reference other content types?
‣ Where did it land on yourworkﬂowdiagram?
‣ Could it become a CMS form?
87
?

Copydecks
88
?

Workﬂow Diagrams
‣ Roles (or individuals)
‣ Content types
‣ States content can be in
‣ Events that can change them
‣ Rules that govern them
89

Workﬂow Diagrams
‣ Alltogether:
‣ What roles do we have?
‣ What states does content exist in?
‣ Who can change it, when?
92
10:00

Workﬂow Diagrams
‣ At each table:
‣ Sketch out the workﬂow!
93
5:00

Workﬂow Diagrams
95
?

Meanwhile, in 
Huge-Nerd-Landia
97

Domain Driven Content
‣ Focus on the core “domain”
‣ Explore models in collaboration
with experts and implementors
‣ Identify ‘bounded contexts’
98

Domain Driven Content
‣ Focus on the core “domain”
‣ Explore models in collaboration
with experts and implementors
‣ Identify ‘bounded contexts’
‣ Speak a ‘ubiquitous language’
98

“
“Dealwith large, complicated models by dividing
them into different “bounded contexts” and being
explicit about their interrelationships.”
Eric Evans, Domain-Driven Design
100

“
[Develop] a language and don’t be satisﬁed until it
ﬂows — complete and comprehensible, made up
of simple elements that combine to express
complex ideas.
Eric Evans, Domain-Driven Design
102

104
Entity
Diagram
User
Personas

105
Entity
Diagram
User
Journey
User
Personas

106
“What do you callthe eyebrow?
“What do our users callthese steps?”
“I don’t think ‘datasheet’ makes sense…”
“Would Edith the Editorﬁnd this useful?”

No one document
can describe your
content completely.
107

No one team 
has allthe answers
about your content.
108

Collaboration uses
everyone’s workto
make a better model
109

Collaborative Content Modeling

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