The human side of semantic content - Unify your content flows
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Unify your content flows
The human side of
noz.urbina@urbinaconsulting.com semantic content
Content strategist &
modeller
Author
Noz Urbina Consultant/trainer
89 3929 31 x88
Nums&StufnTings
24g
UC.com 2027
@nozurbina
Lecturer
Masters programme: University of Applied
Sciences, Graz, Austria
Programme director
www.omnichannelx.digital
urbinaconsulting.com 18 years experience in…
Obligatory logo slide…
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vertical
10 points to help you decide if you’re a match with Urbina Consulting:
urbinaconsulting.com/about-you
Our Mission We help organisations have the kind of relationships with people that people have with each other.
Top marketer priorities
Content and experience management 45%
Analytics 32%
Audience and data management 31%
Omnichannel marketing 27%
Personalisation 25%
First choice Second choice First choice
Chart reproduced from Econsultancy Digital Trends 2018: bit.ly/2PFk7mb
@NozUrbina
THE CHALLENGE #SemanticsConf
Today
?
Later today…
Persona or
customer-journey-
based KPIs
Later today…
Unified strategy
Omnichannel governance
Documented standards
(lots!)
Cross-platform
Persona or categorisation
customer-journey-
based
KPIs
Top marketer priorities
Content and experience management 45%
Analytics 32%
Audience and data management 31%
Omnichannel marketing 27%
This is big Personalisation 25%
business!
First choice Second choice First choice
Chart reproduced from Econsultancy Digital Trends 2018: bit.ly/2PFk7mb
Reproduced from:
ECONSULTANCY DIGITAL TRENDS 2018
bit.ly/2PFk7mb
65% of B2B buyers say they’re likely Between 2012 and 2014, the number of
to switch brands if a company 18 to 34-year-old B2B researchers
doesn’t personalize communications increased by 70% to 49% (and it's only trended
to them (Salesforce) upwards since then). (Google)
31% of B2B buyers want to research and buy online
unassisted, with the option to receive phone support for
issues. 10.5% want no sales assistance, 12.5% still want
someone to walk them through the process (Brafton)
67% of the B2B buyer's journey is done Mapping marketing activities to the
digitally. 57% of B2B buyers have already buyer’s journey has proven to
made a purchase decision before even increase upsell and cross-sell
contacting a vendor. (prdaily) opportunities by 80%. (Aberdeen)But!
60% of marketers struggle to per For ~60% of marketers & execs,
sonalise content in real time – personalisation still acts as a channel-
yet 77% believe it’s crucial specific solution integrated with only some
(cmo.com) elements of the tech stack (pure360)
82% of B2B decision makers
think sales reps are
unprepared. (Sirius Decisions)
B2B customers use ~6 different When online, B2B buyers rate pricing as
channels throughout the decision the most useful information, followed by
journey and ~65% will come away technical information and specs. Product
frustrated by inconsistent demonstrations are least valued.
experiences. (McKinsey) (eMarketer)We have incrementally built up a process,
adding pieces and patches as needs evolved, with the
knowledge that was available at the time.
Now, at no fault of their own, the majority of marketing teams use
processes that are no longer fit-for-purpose
@NozUrbina
INTELLIGENT, ADAPTIVE CONTENT #SemanticsConfHow would content &
process look if
redesigned today?
@NozUrbina
INTELLIGENT, ADAPTIVE CONTENT #SemanticsConfNOW: Fixed, one-off deliverables.
FUTURE: RECONFIGURABLE.
MADE OF STANDARDS-BASED,
REUSABLE PIECES.
NOW: Fixed, one-off
deliverables.
Toy ambulance Emran Kassim bit.ly/2EPgur7 Helicopter ER0L bit.ly/2HtAdez Race car Photo credit: Creative Tools on Visual Hunt /CC BYFUTURE: RECONFIGURABLE.
MADE OF STANDARDS-BASED,
REUSABLE PIECES.
NOW: Fixed, one-off
deliverables.
Toy ambulance Emran Kassim bit.ly/2EPgur7 Helicopter ER0L bit.ly/2HtAdez Race car Photo credit: Creative Tools on Visual Hunt /CC BYFUTURE: RECONFIGURABLE.
MADE OF STANDARDS-BASED,
REUSABLE PIECES.
NOW: Fixed, one-off
deliverables.
Toy ambulance Emran Kassim bit.ly/2EPgur7 Helicopter ER0L bit.ly/2HtAdez Race car Photo credit: Creative Tools on Visual Hunt /CC BYFUTURE: RECONFIGURABLE.
MADE OF STANDARDS-BASED,
REUSABLE PIECES.
NOW: Fixed, one-off Consistent content that complies
deliverables. with a model is scalable, adaptable
Toy ambulance Emran Kassim bit.ly/2EPgur7 Helicopter ER0L bit.ly/2HtAdez Race car Photo credit: Creative Tools on Visual Hunt /CC BYMaking content adaptive
WWW No machine-readable structure
.
Single format (design baked in)
Significant duplicationMaking content adaptive
WWW No machine-readable structure
.
Single format (design baked in)
Significant duplication
Break up content into
well modelled, format-
free components
NOTE: Components are also known as “atoms”, “molecules”, “chunks”, ”blocks”, “fragments”, “topics”, “containers”Component-based reuse Overall set New New New of assets Scenario Audience Platform
Index
Create Transform Persistent
metadata! (Engine)
Your tools or
3rd Party, e.g.
Well tagged Generate Google
Structural
(machine- output with Specific,
model of
readable) Schema.org
“store” content
description Publish relevant
type metadata
of “a store” “Store” page answerCase study:
Content Reuse: A
Super-Simple Way
to Get Started
(source)Unique
Reused from case
study repository.
Candidate for
Reusable & re-purposable
adaptiveReused: e-book : 75
Examples to Spark Your
Content Marketing Creativity Reused: Weekly social
postWhat’s the catch?
How are you going to find, sort, and deliver all these little pieces?
Intelligent, adaptive content
The #1 most important skill set for
omnichannel is content strategy - know how to
model content, measure success,
and develop a strategy
About Michael
MICHAEL PRIESTLEY, IBM bit.ly/2wHklAF
Enterprise Content Technology StrategistContent model & content types
Taxonomy & metadata
Layered systems architectures
@NozUrbina
INTELLIGENT, ADAPTIVE CONTENT #SemanticsConfRest of whitepaper Rest of whitepaper
Rest of
whitepaper
Interlinked content
types = content model
Content type: Content type:
Challenge Whitepaper
Title Overview
Short desc Challenges
Statistic Solutions
Section Recommendations
Title (challenge Benefits
statement)
Conclusion
Body
Rest of
Call-to-action
whitepaperRest of
Rest of article
whitepaper
Magazine article
Rest of
Rest of article
whitepaperRest of
Rest of article
whitepaper
Magazine article
Owned whitepaper to
4-page industry trade
magazine article
in 3 hrs
Rest of
Rest of article
whitepaperContent type
Media Key Features Lists
Durable, resilient flooring resists Low VOC emission floor coverings
damage caused by high-traffic footfall support healthy indoor air quality and
and rolling equipment.
Low maintenance, coating-free
do not contain PVC, plasticizers
(phthalates) or halogens (e.g.
Each component type have
chlorine).
associated guidelines for copy,
flooring needs little more than tap
water for cleaning, keeping your Ergonomic support reduces strain on
facility free of chemical contaminants staff while simultaneously providing a
metadata, structure and
that affect students and staff. slip-resistant surface for high-activity
student areas such as gyms, hallways
Reduces life cycle costs thanks to and auditoriums.
simplified maintenance, while
exceptionally hard wearing rubber Acoustic control reduces footfall
processing
outlasts the average span of facility noise and echoes for a less disruptive
renovation cycles. learning environment.
Taglines The consistency makes
Calls-to-Action
So kids can be kids. components adaptable,
Learn more about building a better learning
environment at www.company.com/us/education
manageable, reusable, and
automation-ready
Short Descriptions
We’re committed to creating safer schools that
Testimonials
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 “This company’s products provide a comfortable,
why we build the following benefits into every
square inch of flooring we produce.
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 SchoolAdaptive content model & reuse
Whitepaper Blog 1 Blog 2,3…
Topic Overview
Title, Short
>
description >
Video > YouTube,
Case Study Leaflet FB, Vimeo
Title, Image, (with subtitles)
Short
description
Webinar outline
& graphics
Video
>Adaptive content model & reuse
Whitepaper Blog 1 Blog 2,3…
Topic Overview
Title, Short
>
description >
“We atomized our
How to atomize 1
Video >
content, and revenue piece of killer content YouTube,
bumped up 28%”Case Study Leaflet
into 10 (source)
FB, Vimeo
Title, Image, (with subtitles)
Short
description
Webinar outline
& graphics
Video
>Adaptive content model & reuse
Whitepaper Blog 1 Blog 2,3…
Topic Overview
Title, Short
>
description >
Format-neutral reuse can lower
Video translation
> costs YouTube,
by 30-50%+
Case Study Leaflet FB, Vimeo
Title, Image, with increased consistency (with subtitles)
Short
description
Webinar outline
& graphics
Video
>Adaptive content model & reuse
Whitepaper Blog 1 Blog 2,3…
Topic Overview
Content marketers for tech-heavy products
Title, Short
>
description >
are reusing content straight from technical
documentation & placing call—to-action in
Video >
post-sales docs YouTube,
(think 6x higher
Caseclick-throughs)
Study Leaflet FB, Vimeo
Title, Image, (with subtitles)
Short
description
Webinar outline
& graphics
Video
>Content model & content types
Taxonomy & metadata
Layered systems architectures
@NozUrbina
OMNICHANNEL PERSONALISATION #SemanticsConfINTELLIGENT CONTENT & Noz Urbina ARTIFICIAL INTELLIGENCE InsightLanc
Content categories: Taxonomy
12
3
9
6
Cross-platform tagging enables unified strategiesAdaptive content model
11:20 AM 10%
What is Dropbox
Showcase?
Showcase is a new way to
Whitepaper share with Dropbox. With
Showcase you can select files
from you Dropbox account,
Product/Feature Mobile Chat(Bot) arrange them onto a single
page, and share it
Overviews
Where can I learn
more?
We have several articles and
videos that you could look at…
>>
> Webchat
What is Dropbox Showcase?
Showcase is a new way to share with
Dropbox. With Showcase you can
Onsite Chat(bot) select files from you Dropbox
account, arrange them onto a single
page, and share it
Where can I learn more?Adaptive content model & reuse
Case Study:
Whitepaper Pharma
Pharma deliverable
>
Case Study:
Education Education deliverable
>Adaptive content model & reuse
Feature /
“The average B2B Benefits: IT
IT Brochure
firm has roughly
seven internal >
Feature / >
stakeholders to Benefits: ALL >
>
align”
– Forbes (source)
>
>
CFO Brochure
> Feature /
Benefits: CFO
>
>
>Content model & content types
Taxonomy & metadata
Layered systems architectures
@NozUrbina
INTELLIGENT, ADAPTIVE CONTENT #SemanticsConfLayering the architecture
By separating the creation process into layers, content processes scale better
1 Create (or extract) &
categorise components
(manual or automatic)
2 Manage & translate
in “Headless” mode 3 Content Assembly
(manual or automatic) 4 Layout & delivery
(manual or automatic)
Unified strategy Omnichannel Documented Cross-platform categorisation
governance standards
centralised standards and systemsWe must industrialise:
Manage content as a business asset,
separate from format,
with scalable, efficient processes
CONCLUSION: Noz Urbina
InsightLanc
ADDING RIGOUR TO DIGITALOmnichannel flips the script
from what the brand wants to say
or do in the channel to what
the customer
wants to see or do
Full interview bit.ly/omnix-
RYAN SKINNER, FORRESTER rs18Content karma The more real the more that value you give will come back to consumers your way
Featuring speakers
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