Everything you want to know about adaptive, omnichannel, component content - all in one deck!

1. Noz Urbina @nozurbina
noz.urbina@urbinaconuslting.com
Component content 101
Everything you need to know about
• Adaptive
• Omnichannel
• Component content
• Taxonomy
But were afraid to ask

2. Me
89 3929 31 x88
Nums&StufnTings
24g
UC.com 2027
19 years experience in…
www.omnichannelx.digital
• Content designer,
strategist, & modeller
• Wrote
• “Content Strategy: Connecting the
dots between business, brand, and
benefits” (thecontentstrategybook.com)
• Teach at
• Content Strategy programme,
University of Applied Sciences, Graz,
Austria
• Co-founded

3. Select clients
10 points to help you decide if you’re a match with Urbina Consulting: urbinaconsulting.com/about-you
horizontal
vertical
Life sciences, Financial Service, High Tech, Telecoms, Manufacturing, and more

4. CONTEXT
CONTEXT

5. RYAN SKINNER, FORRESTER
SENIOR ANALYST
Full interview
bit.ly/omnix-rs18
Marketing hasn’t done its own
digital transformation.
They’ve gone to market through digital
channels but within the marketing
organization they haven’t thought,
"How do we actually work?"
http://bit.ly/Cat-Image-Free-Photos
#OmniXConf
2020 – Day 1

6. JOE PULIZZI, CO-FOUNDER,
CONTENT MARKETING INSTITUTE
The Evolution of Content
Marketing Will Include
Intelligent Content (source)
“What if I could take a piece of content and publish
it to multiple output channels, all set to
display in different ways
(because of the rules that I set)
without having to handcraft
each piece of content separately?
Technical communicators have been doing this for years.

7. CONTEXT
CONTEXT

8. Persona- or
customer-journey-
based KPIs
Omnichannel
governance
Documented standards
Cross-platform
content & (automatic)
categorisation
Customer-centric
strategy
Align around customer experience

9. Content experience is 4D
1. Length
2. Width
3. Depth
• Quick facts vs “Drill down”
• Progressive disclosure
• Multi-asset relationships / references
• Search/Social
4. SpaceTime
• Season (Summer, winter, etc.; What’s in season?)
• Occasion (Recurring: Pancake day, Christmas, Tax time, Planned
Maintenance)
• On sale now, trendy now
• Context-specific (Tradeshow, Picnic, Wedding, Wine Tasting,
Config-specific)
• Event-specific (Brexit, COVID-19, Bug/Fault found)
12
3
6
9

10. Time
Time

13. Increasing
depth

14. Component Content works like Content Lego® .
It’s adaptive for 4D, omnichannel experiences.

16. Personalised with
Engagement + History
(Knowledge Graph)
Personalised with Social
Media + History
(Knowledge Graph)

17. Voice

18. Voice
“Wonder Park is a 2019
film directed by Dylan Brown
staring Brianna Denski,
Mila Kunis, and
Kevin Chamberlin.”

22. In-line
update

23. In-line
update
“There are all those
pages / documents are
in the old template and
we don’t have time to
migrate them”
“There are lots of
places we’ve said this,
but we can’t possibly
find and update them”

24. Content design best practices for
component content management

25. The process in detail

26. Continuous
iterative
improvement
Omnichannel
journey mapping
Inventory, Audit,
Analysis
User research /
persona
development
Brand strategy &
commercial
goals
Initial task
matrix, Insights,
Analytics
Unify
Measurement &
optimization
Delivery
Create
Editorial plan,
Content
modelling,
Tone & voice,
Standards
Taxonomy &
information
architecture
Development
specifications
UX Pattern
Libraries
Design

27. Document what you
have, where you have
it, if it’s any good
Inventory, Audit,
Analysis
User research /
persona
development
Brand strategy &
commercial
goals
Initial task
matrix, Insights,
Analytics
Document who your
audience is and what
you know about them
Document what you
want to do and say
Document what
processes you want to
support and how
they’re currently doing

28. Omnichannel
journey mapping
Inventory, Audit,
Analysis
User research /
persona
development
Brand strategy &
commercial
goals
Initial task
matrix, Insights,
Analytics
Unify
Detail what experience
currently looks like,
and what it should look
like
Document persona
questions

29. Omnichannel
journey mapping
Inventory, Audit,
Analysis
User research /
persona
development
Brand strategy &
commercial
goals
Initial task
matrix, Insights,
Analytics
Unify
Editorial plan,
Content
modelling,
Tone & voice,
Standards
Taxonomy &
information
architecture
Development
specifications
UX Pattern
Libraries
Design
Document how your
content will work,
sound, and be
evaluated to answer
questions
Document how your
content should be
organised for different
audiences and contexts
Document what
content should look
and act like
Document how content
and interfaces should
behave

30. PERSONAS & JOURNEYS AKA Walking a mile in
the user’s shoes
Unlocking creativity through shared empathy

31. Selecting from the infinite
• Personas: A picture
• A generalised view of what could be millions of real
people
• Journeys: A movie script
• A generalised narrative (story) representing a
theoretically limitless number of potential customer
experiences
• The journey map is a tool that allows the brand to select
the stages that have business potential
Persona is to
Person
…as a…
Customer Journey
Map is to Real Life
Experience

32. Personas

33. Personas – Why bother?
• Personas document the characteristics and decision-
making style of the most common (or most strategically
interesting) audience segments
• What are their key objectives and frustrations? What tasks are involved in achieving their
common objectives?
• What drives them in life, and specifically, in ways that might offer engagement opportunities for
your brand?
• What channels and formats do they like to engage on? What forums, groups, or events do they
participate in?
• Are they driven more by hard data, or instinct and emotion? How much are they influenced by
environmental factors, like brand and reputation?
• What are their expectations when they engage with your brand? How well has their background
prepared them for understanding your brand’s domain, language, cultural references?

34. Questions x Emotions
Time
Journey = Context +

35. Lifecycles vs journeys
Lifecycles ARE NOT
journeys (too big)

36. Use cases vs journeys
Use cases ARE NOT
journeys (too small)
http://www.sparxsystems.com.au/uml_topics/map_uc/map_uc.htm

37. Lifecycle
Journey
A customer lifecycle has many journeys….
Journey Journey Journey
stage
stage
stage
stage
A customer journey has many stages….stage
stage
stage
stage
stage
stage
stage
stage
stage
stage
stage
stage
Lifecycle = Brand
perspective
Journeys =
User
perspective
Usecase
Usecase
A stage may require a system use case
Usecase
Usecase
Usecase
Usecase
Usecase
Usecase
Use case = Tech
perspective

38. Lifecycle vs Journeys
• Separate activities and phases:
• Lifecycles are made of labels that describe a specific phase of the
life of relationship:
• Unaware, Prospect, Customer, Advocate…
• Journeys are broken up into stages of activity* across various
touch points:
• Discovering, Event Evaluation, Researching, Comparing, Visiting,
Consumption, Training…
*Journeys may often start with a ‘Trigger’ which is not an activity, e.g. ‘Purchase’ which kicks
off an ‘Onboarding journey’.

39. Distrust is
ROBUST
Trust is fragile

40. Map content to
the customer
journey
To develop trust

41. The result

42. Result: Content types in a model
Each component content
type has associated
guidelines for copy,
metadata, structure, and
processing
Consistency makes
components adaptable,
manageable, reusable,
and automation-ready
for personalized
omnichannel output
So kids can be kids.
Learn more about building a better learning
environment at www.company.com/us/education
We’re committed to creating safer schools that
support students as they learn, play and grow.
At company®, we recognize the significant
impact that floor coverings have on your K-12
facility. That’s why we build the following
benefits into every square inch of flooring we
produce.
“This company’s products provide a
comfortable, low-maintenance and long-lasting
solution that will be here long after we’re gone.
That’s why we chose it.”
– Customer Name, director of facilities, XYZ
School
 Durable, resilient flooring resists
damage caused by high-traffic
footfall and rolling equipment.
 Low VOC emission floor coverings
support healthy indoor air quality
and do not contain PVC,
plasticizers (phthalates) or
halogens (e.g. chlorine).
 Low maintenance, coating-free
flooring needs little more than tap
water for cleaning, keeping your
facility free of chemical
contaminants that affect students
and staff.
 Ergonomic support reduces strain
on staff while simultaneously
providing a slip-resistant surface
for high-activity student areas such
as gyms, hallways and
auditoriums.
 Reduces life cycle costs thanks to
simplified maintenance, while
exceptionally hard wearing rubber
outlasts the average span of
facility renovation cycles.
 Acoustic control reduces footfall
noise and echoes for a less
disruptive learning environment.
Media Key Features Lists
Testimonials
Calls-to-Action
Taglines
Short Descriptions
Designed around
customer needs &
journeys like a product

43. Structural
containers
Info type
containers
Display
containers
Content type
containers
Consider all the types of specialised content containers
Category
containers
Taxonomy
Moments
Products
Personas
Locations
Jobs
Segments
Sub-segments
#Tags & Keywords
What: Basic type
Reference
Task
Process
Principle
Narrative
…
What: specific type
Article
Tip
Guide
Disclaimer
Tool
Call-to-action
…
Universal block types
(heading, para, list,
section, etc)
Content according to
micromoment question
that it answers:
How-does-it-work? How-
do-I? What-is-it? How-
should-I? etc.
Brand-specific
types of content
that make up the
brand content
model
Brand tags for
categorising and
personalising content
based on: who, what,
when, where, why
(product, service,
moment)
How content will be
accessed in-channel:
websites, apps, layouts,
social card,
url/navigation trees…
img
• ----
----
• ----
----

44. Content patterns fill in the containers
Content patterns reuse the same word
structures, so only unique content, additional
to those structures, jumps out at the user.
They also allow the user to scan and compare
information in multiple places on a like for like
basis.
Lizzie Bruce
Freelance Content Consultant
bit.ly/gc-pats
Designing with content: how using
content patterns can help
“

45. Case studies

46. bit.ly/gc-pats
Example: Content pattern case study
Explore Careers Beta

47. Editorial standards & adaptive content modelling
Example: Component content marketing
Content Reuse: A
Super-Simple Way to
Get Started
– Michele Lin
(bit.ly/cmi-reuse)

48. Reusable & re-purposable
PRINCIPLE
Reusable material from case
study repository.
REFERENCE
(Candidate for personalization)
Unique
REFERENCE

49. Reused: e-book : 75
Examples to Spark Your
Content Marketing Creativity Reused: Weekly social
post
Editorial standards & adaptive content modelling

50. Reused: e-book : 75
Examples to Spark Your
Content Marketing Creativity Reused: Weekly social
post
Editorial standards & adaptive content modelling

51. Ultra-simple infrastructure

52. Eli Lilly, Depth & Time
Medical Letters
Quick answers
(a few lines, reused in Google Rich Snippet)
Overview
(a few paras, reuses Quick Answer, and feeds Google
KG. Replaces “FAQ” for medium-depth answers)
Medical Letters
(a few pages, reuses Overviews as sections.
Supports deep learning.)

54. I find it
challenging to go back
to work in old ways…
I’m thinking
how to ‘build’ a response,
rather than how to ‘write’ a response.
One of a great group of writers
Eli Lilly (an Urbina Consulting client)

55. Example: Before/After Components
THE PROCLAIM STUDY (SENAN, 2015)
PROCLAIM was a multicenter, randomized, Phase 3 study comparing
treatment with concurrent pemetrexed and etoposide radiation therapies in
patients with unresectable Stage IIIA/B nonsquamous NSCLC.
Methods
PROCLAIM compared these treatments in sequence:
1. concurrent pemetrexed/cisplatin/thoracic radiation therapy
2. consolidation pemetrexed with concurrent
etoposide/cisplatin/thoracic radiation therapy, and
3. consolidation with an investigator’s choice of platinum-based
chemotherapy doublet (excluding pemetrexed).
Patient Characteristics
Patients had unresectable Stage IIIA/B nonsquamous NSCLC.
Design Schema
Figure 1 presents a schema of the study design.
Figure 1. PROCLAIM Study Design (Senan, 2015)
Short
Description
Methods Overview Sub-Block
MethodsBodyBlock
Patient
Characteristics
Sub-block
After
Study
REFERENCE
Design
Schema Sub-
block
BEFORE

56. THE PROCLAIM STUDY (SENAN, 2015)
PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with
concurrent pemetrexed and etoposide radiation therapies in patients with unresectable
Stage IIIA/B nonsquamous NSCLC.
Methods
PROCLAIM compared these treatments in sequence:
1. concurrent pemetrexed/cisplatin/thoracic radiation therapy
2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic
radiation therapy, and
3. consolidation with an investigator’s choice of platinum-based chemotherapy
doublet (excluding pemetrexed).
Patient Characteristics
Patients had unresectable Stage IIIA/B nonsquamous NSCLC.
Design Schema
Figure 1 presents a schema of the study design.
Figure 1. PROCLAIM Study Design (Senan, 2015)
Example: Methodology
Ensure consistency
Used “the PROCLAIM” vs “PROCLAIM”
consistently. Applied “Study” content type.
Label
In this case, headings automatically come from
“Study” content type template
Chunk
Separate out according to audience frequent interests:
summary, actions, subjects, design, results (not shown)
Determine relevance
Medical professionals want to know the facts of a
study
Short
Description
Methods Overview Sub-Block
MethodsBodyBlock
Patient
Characteristics
Sub-block
Study
REFERENCE
Design
Schema Sub-
block

57. THE PROCLAIM STUDY (SENAN, 2015)
PROCLAIM was a multicenter, randomized, Phase 3 study comparing
treatment with concurrent pemetrexed and etoposide radiation therapies in
patients with unresectable Stage IIIA/B nonsquamous NSCLC.
Methods
PROCLAIM compared these treatments in sequence:
1. concurrent pemetrexed/cisplatin/thoracic radiation therapy
2. consolidation pemetrexed with concurrent
etoposide/cisplatin/thoracic radiation therapy, and
3. consolidation with an investigator’s choice of platinum-based
chemotherapy doublet (excluding pemetrexed).
Patient Characteristics
Patients had unresectable Stage IIIA/B nonsquamous NSCLC.
Design Schema
Figure 1 presents a schema of the study design.
Figure 1. PROCLAIM Study Design (Senan, 2015)
Address natural-language questions
What is it?
Short
Description
Methods Overview Sub-Block
MethodsBodyBlock
Patient
Characteristics
Sub-block
After
Study
REFERENCE
Design
Schema Sub-
block
High-value components
structure content so that
they target
• real user questions
• along the customer journey
• to give high-value answers
High-value answers are
reusable across contexts

58. THE PROCLAIM STUDY (SENAN, 2015)
PROCLAIM was a multicenter, randomized, Phase 3 study comparing
treatment with concurrent pemetrexed and etoposide radiation therapies in
patients with unresectable Stage IIIA/B nonsquamous NSCLC.
Methods
PROCLAIM compared these treatments in sequence:
1. concurrent pemetrexed/cisplatin/thoracic radiation therapy
2. consolidation pemetrexed with concurrent
etoposide/cisplatin/thoracic radiation therapy, and
3. consolidation with an investigator’s choice of platinum-based
chemotherapy doublet (excluding pemetrexed).
Patient Characteristics
Patients had unresectable Stage IIIA/B nonsquamous NSCLC.
Design Schema
Figure 1 presents a schema of the study design.
Figure 1. PROCLAIM Study Design (Senan, 2015)
Address natural-language questions
What was done?
Short
Description
Methods Overview Sub-Block
MethodsBodyBlock
Patient
Characteristics
Sub-block
After
Study
REFERENCE
Design
Schema Sub-
block

59. THE PROCLAIM STUDY (SENAN, 2015)
PROCLAIM was a multicenter, randomized, Phase 3 study comparing
treatment with concurrent pemetrexed and etoposide radiation therapies in
patients with unresectable Stage IIIA/B nonsquamous NSCLC.
Methods
PROCLAIM compared these treatments in sequence:
1. concurrent pemetrexed/cisplatin/thoracic radiation therapy
2. consolidation pemetrexed with concurrent
etoposide/cisplatin/thoracic radiation therapy, and
3. consolidation with an investigator’s choice of platinum-based
chemotherapy doublet (excluding pemetrexed).
Patient Characteristics
Patients had unresectable Stage IIIA/B nonsquamous NSCLC.
Design Schema
Figure 1 presents a schema of the study design.
Figure 1. PROCLAIM Study Design (Senan, 2015)
Address natural-language questions
Is this relevant for
my patient?
Short
Description
Methods Overview Sub-Block
MethodsBodyBlock
Patient
Characteristics
Sub-block
After
Study
REFERENCE
Design
Schema Sub-
block

60. TAXONOMY
Categorising our content and concepts

61. Two taxonomy management systems
A universal, omnichannel back-end category tag-set:
• Optimised for back-end management & findability
• Content is separate from tags. Tags live in the
taxonomy system & content a format-neutral
CMS/asset manager
• Identifies content with tags for all occasions and
needs: Who it’s for, where and when it should appear,
what topic it covers, etc. Covers things like:
• Moments, Products, Personas, Locations, Jobs, Segments, Sub-
segments, Social #Tags & Keywords, InfoType, ContentType,
Subject matter, Etc..
• Can also describe 1 or more navigation trees for
apps/sites
• although often doesn’t and just leaves that to the various channels
to sort out
Content taxonomies* Site architecture / Navigational taxonomies
“Folder systems for the website”
• Content is published from back-end, format-
neutral system to its display context
• If it’s got to be on multiple pages, it can often be duplicated.
• There may also be a concept of “tagging” but this
is simpler and less controlled
• Optimised for clarity for users in the browser and
SEO purposes
• Onsite filters can point back to back-end
taxonomies, keeping all filters centralised across
channels/sites
• Each site has it’s own structure
• Unless it’s being dynamically built from the back-end!

62. Measuring success

63. Measure both content and interfaces
Content quality and
improvements can,
and should,
be measured
independently of
channel
Content should also be
measured in channel
contexts to ensure
overall UX is optimized

64. Measurable improvements from content alone
Metric Before After Change
Time-to-
Answer
125.11 sec 70.50 sec 42% faster
(-50.6 sec, Old is 72% slower)
OSAT 5.9/10 8.61/10
45% more satisfied
with their experience
(+2.66 points)
Confidence
(in answer
accuracy)
6.3/10 8.9/10
27% more confident
in answers found
(+1.77 points)
Accuracy
(average)
Correct 18%
Incorrect 38%
Correct 64%
Incorrect 8%
257% more accurate
(80% less errors)
FinTech client

65. Good content creates inter-team benefits
See “A Good User's Guide Means Fewer Support Calls and Lower Support Costs”
https://www.jstor.org/stable/43095065?read-now=1&socuuid=db2fc2b8-a82e-4f48-8205-
44324b06356a&socplat=twitter#page_scan_tab_contents /
General Electric Information Services ran a 5-month, 4-company
study* comparing high and low-quality documentation to measure
its affect on technical support call volumes.
High quality documentation reduced ALL
call volumes (not just calls about
documents) by 90%
(which for them was $1M in annual savings)
*The study compared new roll-outs to new users, in order to
compare without the biasing influence of existing tribal
knowledge.
Cost-avoidance
ROI Case study

66. Omnichannel maturity model
Measure Your score goes
here
1 Our business has a centralized content group or team that is engaged in ensuring that content is treated as a business
asset across teams, geographies, channels, and functions.
2 Our content and experiences for customers and prospects are conceived and authored in ways that take into account
multiple channels (web/digital, social, email, etc.), as well as cross-channel interactions over the course of a user
journey.
3 We work with a content management or storage system that allows a single content object to be reused endlessly and
work in any number of contexts (without replicating the object in each instance or channel where it is used), and we
actively use this functionality.
4 New content and experiences that we push to customers and prospects regularly reuse, lightly adapt, or incorporate
previously published or authored content.
5 We have received some education or training in the skills and concepts to support the creation and delivery of content
and experiences that are independent of channel, such as content modelling, content design, structured content, content
component authoring, or Agile experience design.
Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition”
More on
omnichannelx.digital

67. Omnichannel maturity model
Measure Your score goes
here
6 The vision of providing the ideal content and experience to each customer, based on who they are and what they want or
need at the moment they come to us, no matter how they choose to interact with us, is an explicit focus for our team right
now.
7 The content and experiences for customers and prospects that we create can be reused across multiple channels
without the need to manually upload them into separate systems, cut/paste them into new systems, or manually move
them across folders.
8 The content and experiences for customers and prospects that we create are produced in format-independent
components, suitably tagged with metadata that developers can easily re-assemble in new experiences based on API
calls or integrations that correspond to the components’ meaning or purpose.
9 We have taxonomical or ontological classification systems for tagging our content that are consistent across the
channels where we publish or share content and experiences for customers and prospects.
10 Our content and experiences for customers and prospects start as the result of an omnichannel journey mapping process
(and not as the result of a campaign objective, channel objective, etc.).
67
Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition”
More on
omnichannelx.digital

68. Omnichannel maturity model
11 Our content and experiences for customers and prospects start as the result of an omnichannel journey mapping process
(and not as the result of a campaign objective, channel objective, etc.).
12 We have applied structure to our digital content so that the content or assets can be delivered algorithmically based on a
given customer profile.
13 A customer’s or prospect’s experiences across our touchpoints will generally involve a significant amount of
customization based on interests and prior experiences that we have gleaned from either their behavior or stated
preferences.
14 We use AI/ML technologies –either bought or developed in-house –that automate the understanding of content (its topic,
tone, emotional quality, etc.) and either applies metadata to the content or delivers it in experiences most relevant to a
particular customer, based on the content understanding.
15 We have a governance structure or function that ensures our customers’ perceptions of our content and experiences
(their value, relevance, ease of use, and utility) is captured and addressed, independent of any one channel, on an
ongoing basis.
68
Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition”
More on
omnichannelx.digital

69. Tools

70. Author
Component
s
Personalised /
contextual /
conversational
AudienceA
AudienceB
ScenarioC
ScenarioD
Generic content
Everyone
Omnichannel delivery
AI Quality and
Terminology
control
Check
Quality
Manage
Journeys /
Personas
Measure
Analytics
Mine, tag, link
AI tagging &
taxonomy
/ontology MS
Serve &
Transform
Delivery / AI
Recommendation
Engine
Enterprise-ready infrastructure
Translation MS
Translate
Customer
Relationship MS
Support
Manage
Components
Component
CMS
Content Asset
management /
GraphDB
Unify storage
= AI

71. Where we can go next…
Structured
writing
3
Models,
Taxonomy &
Metadata
2
Tool &
platform
strategy
4
Experience
& journey
mapping
1
Additional workshops | noz.urbina@urbinaconsulting.com

72. THANK YOU! Q&A?
Sur le Pont d'Avignon
On y danse, On y danse
noz.urbina@urbinaconsulting.com
linkedin.com/in/bnozurbina/
@nozurbina
Structured
writing3
Models,
Taxonomy &
Metadata
2
Tool &
platform
strategy
4
Channel
& journey
mapping
1

73. The hardest models to change are those most
familiar - your content, your company, your
possibilities, yourself.