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Why We Crave Semantic,
Structured Content
@nozurbina, Urbina Consulting
@nozurbinaMe (Noz Urbina, Urbina Consulting)
Content strategist & modeller
Consultant/trainer
Author
Guest Lecturer (Graz University)
Based inValencia, Spain
urbinaconsulting.com/events
89 3929 31 x88
24g
UC.com 2015
@nozurbinaAgenda
We crave
consistency
Biotechnology
Don‘t be afraid
Everything with a brain
builds patterns in storage
using the same mechanism
By	BruceBlaus - Own	work,	CC	BY	3.0,	https://commons.wikimedia.org/w/index.php? curid=28761830
“Neurons that fire together,
wire together”
– Donald Hebb, Neuropsychologist
[regarding associative learning]
By	BruceBlaus - Own	work,	CC	BY	3.0,	https://commons.wikimedia.org/w/index.php? curid=28761830
https://www.supercamp.com/w hat-does-neur ons-that-fire-tog ether-wire-together -mean/
These networks of
connectionsandassociations
add up to highly complex
models of the world
[video1]
@nozurbina
9
Semantic models are highly compressed,
semi-conscious mental storage units
based on meaning.
木‘Tree’	in	Japanese
We work off a skeleton
model and match it to
new realities
11
BABY
We’re born on a biological mission to build mental
models of the world around us.
“We create ‘mental schemas’ for
processing information. Familiarity is
juicy to the brain!”
– Dr. Carmen Simon, PhD,“AGAIN:The
Neuroscience of Repetition”[Link]
By	BruceBlaus - Own	work,	CC	BY	3.0,	https://commons.wikimedia.org/w/index.php? curid=28761830
https://www.supercamp.com/w hat-does-neur ons-that-fire-tog ether-wire-together -mean/
@nozurbina会意字 會意字指事字 象
которую нужно резу
‫ﮨﮯ‬ ‫ﻣﺪد‬ ‫ی‬.‫م‬ ‫ﻣﺨﺘﺼﺮ‬ ‫اﯾﮏ‬ ‫ﺗﮏ‬ ‫اﻟﻒ‬
ラドクリフ、マラソン
βασική βοήθεια που
@nozurbina
Familiar = better
(biologically speaking)
Building or changing
models costs biological
energy
“Most important, in Flow…the challenge wasn’t
too easy.Nor wasit too difficult.It wasa notch or
two beyond his currentabilities,whichstretched
the bodyand mind in a way that madethe effort
itself the most deliciousreward...”
STRUCTURED, SEMANTIC CONTENT
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Familiar
content
Main image
Product Name
Supplementary
Product Images
Description
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
engineered
@nozurbina
Content	Type
Your content
creators &
customers will
internalise your
models
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
@class=“main”
Image	inspired	by	Rahel	Bailie’s	“Flow	Diagrams”,	see	“Content	Strategy:	Connecting	
the	dots	between,	 business,	brand	and	benefits”
Semantic, structured
models are how we
naturally perceive the
world: consistency in
structures, variety in the
content
@nozurbina
RahelAnne Bailie, “The
Content Strategy Paradox”
@nozurbina
Rahel Anne Bailie, “The
Content Strategy Paradox”
@nozurbina
Content	Type
Product Family (desktop) Product
(app)
Product (desktop)
Product manual (Print)
Microsoft
Hololens
When your semantics are explicit in
your content, machines can help you
reuse, transform, translate or
formatit
@nozurbina
Structured, semantic content isn’t driven
by technology, it’s driven by our biology
@nozurbina
Every year, we build computers and all content-
related technology to be more ‘brain-friendly’
and ‘brain-like’
Games…AR
bit.ly/1youFd7
@nozurbina
Fear not structure
& semantics
Don’t dismiss
visualdesign
The first mental
models to change
are your own
@nozurbinaSources
@nozurbina	- 35
P
B
In
T
Te
“S
Se
N
Iv
K
sy
T
E
W
h
m
D
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Why We Crave Semantic Structured Content - Lavacon Dublin 2016