Taming the Content Beast: Content Strategy and Modeling for IT Professionals

1. Taming the Content Beast: Content Strategy and Modeling for IT Professionals Bob Boiko President, Metatorial Services Affiliate Professor U. Washington iSchool Bob@metatorial.com

2. Bob Boiko • Consultant • Boeing, Motorola, Microsoft, Honeywell • UN World Food Program, Edgerton Foundation • Author • CM Bible • Laughing at the CIO • Teacher • iSchool, University of Washington • The iSchool CMS Curriculum • MSIM Program • Business Man • CM Pros • Metatorial Services • Programmer • Database and XML systems

3. Workshop Methods • Modules • Slides • Workbook • “Follow Along” exercises • End exercises • Round and round we will go through the same terrain, but always deeper

4. Day 1: Mostly Strategy Introduction to the Workshop Your CM Context ---- Morning Break (10:30) ---- Information Strategy ----Lunch (12:30) ---- Content Types Templates ----Afternoon Break (15:00) ---- Competitive Analysis

5. Day 2: Mostly Modeling Review Your CM Context Information Systems Design ---- Morning Break (10:30) ---- Information Modeling and XML ----Lunch (12:30) ---- Collection Modeling Taxonomies and Access Structures ----Afternoon Break (15:00) ---- Publication Modeling Where to from Here?

6. Module: Your CM Context Bob Boiko President, Metatorial Services Senior Lecturer U. Washington iSchool Bob@metatorial.com

7. What are you here to do? Create systems In the context of projects In the context of a wider strategy

8. Content Projects

9. Some Typical Content Projects • eBiz Web site • Brand Web site • Portal • Department intranet • Enterprise intranet • ERP or CRM support • Workforce automation + • Department or enterprise publication system • KM system • BI/CI system

10. What’s Your CM System?

11. Module: Information Strategy Bob Boiko President, Metatorial Services Affiliate Professor U. Washington iSchool Bob@metatorial.com

12. Content Systems

13. What is Strategy? • What should we do to meet our goals? • Business • Financial • Personnel • IT • Communication • Information

14. Content Strategy If we deliver the right information to the right people in the right way, it will help us meet our goals.

15. Enterprise Information Strategy Goals Audiences Information If we deliver the right information to the right people it will help us meet our goals.

16. Enterprise Questions • What are our goals? • Which are served best by information? • Who do we need to communicate with most? • What do we need to say to them? • What value does our information hold?

17. Information Department Strategy Goals Audiences Information If we develop the right channels, people, processes, and technology, we can implement the strategy. Channels Sources Workflow Structures Staff Publications Technology

18. Information Department Questions • User centered questions • Which audiences prefer which channels? • How do they look for information? • Contributor centered questions • What tools do our authors need? • How can we acquire information? • Team centered questions • What people do we need? • What workflows do we need?

19. Strategy Summary

20. Strategic Triples Org Centered User Centered Contributor Centered Team Centered What Information to which Audiences to meet which Goals What Information to which Audiences to in which Publications What Information from which Authors and Sources to which Audiences What Workflow for which Information to produce which Publications

21. From Projects to an Information Factory Collect Manage Publish

22. Exercise

23. From Naught to Strategic Projects Enterprise Strategy Department Strategy Project Strategy • Find a leader • Gather goals • Align the organization and your information strategy • Align the team to the enterprise strategy • Think channels and publications • Establish relationships • Establish the strategy as the rule of law • Apply it fairly and consistently • Measure each project against the strategy

24. Module: Modeling Your Domain and Types Bob Boiko President, Metatorial Services Affiliate Professor U. Washington iSchool Bob@metatorial.com

25. What is a content model? • The content domain is the overall universe of content. • Content types are major categories of content. • Elements are the major information constituents of a content type. • Element types and allowed values specify what information is allowed to go into each element. • Access structures specify how you want the content you manage to be organized.

26. Content vs. Data models

27. What is a content domain? • Differentiates: Does it belong or not? • Clarifies: Knowing your domain, your range of content should be immediately understandable • Confines: Prevents content creep What one or two sentences fully summarize and capture the nature of the content in the types? What few questions clearly put a piece of content within or outside the domain?

28. Narrowing Down your Domain • Narrow by goal If all the information that supports a goal was in one big encyclopedia, what would it be called? • Narrow by audience If all the information these people wanted was in one big encyclopedia, what would it be called? • Narrow by publication For one Web site or other publication, what name captures all of its content?

29. Content Types A type is • One kind of information that you need to provide that: • An audience wants • Serves your goals • You can manager to collect • A model for creating that kind of information: • A set of rules • A “template” for creating content • A model for delivering that kind of information: • Knowing what you have • Putting process to information • Putting parts on pages

30. Content Types are the basic units of CM You are working with types whenever you: • Create new content • Move existing content into your system • Store content • Archive or delete content • Create a publication page • Gather statistics

31. Content Types Contain Content • The type defines the content • One type can have lots of content • One “Article” type; 1000 articles • The type is the model; the content fills the model • The type is the class; the content is the instance

32. What does Content Look Like?

33. What is a Content Element? • Elements are the subparts of a content type • Name • Required • Min and max number • Constraintson the what you put in it

34. Seeing a content type on a Web page Body Date PDF Link Title Location Contacts

38. Session Exercise Model one content type

39. Module: Content Templates Bob Boiko President, Metatorial Services Inc. Affiliate Professor U. Washington iSchool Bob@metatorial.com

40. What is a Template? • A fancy mail merge • A way to separate design from content • A way to create a system of publication and reuse • A bridge between the world of the content and the world of the publication

41. A Fancy Mail Merge

42. Separating Design from Content Build Global Nav Here Build Local Nav Here Build Content Here

43. A System of Reuse • One content component, many presentations • One content presentation, many locations • Templates within templates Layout Template Sub Tpl Sub Tpl Sub Sub

44. A Bridge Between Worlds The content world • Query the repository • Use the content model • Use the access structures • Retrieve content • Link to other programs • The publication world • Create the right context • Create the right formatting • Create the appropriate navigation • Personalize

45. How Does A Template Work? • Early render and late render templates • A template has static and dynamic parts • A template has content and navigational parts • A template is a program

46. Early, Late and Immediate Render

47. Static and Dynamic Areas

48. Content and Navigation Areas

49. Templates as Programs Templates have processor programs that read them and form an output page.

50. Types of Content Templates PubView AdView ItemList FullView ClusterView