The document discusses content architecture and defines it as having four important pieces: content, people, process, and technology. It provides a diagram showing the content management ecosystem and how various systems like CMS, social media, email, and ecommerce integrate together. The document emphasizes that the biggest problems in content management lie not in complexity itself, but how solutions are approached.

1. Cleve Gibbon
@cleveg
Defining Content Architecture

2. Why Content Architecture?

4. There are four important
pieces to the content management puzzle:
content, people, process and
technology.
D. KEITH ROBINSON THINK VITAMIN

5. Agency CMS
On-Boarding Selection
Content
Messaging
Platform Audit
Strategy
Roadmap Format Editorial Media Assets
Developm. Gap Calendar
Standards & Analysis
Policies
Controlled
Vocabularies Content
Search Cloud-Based
Structured Author Inventory
Context Systems
Authoring Experience Permission
Editorial
Models
Workflow
Copy Deck
Brand
This
IS
Documentation Content
Strategy
Release Modeling Labeling Metadata
Management Systems Strategy
Navigation
Content
Schemes
Style
Technical
Guide Linked
Architecture Content
Data Usability Digital Assets
Governance
Platform Testing
Editorial Strategy
Strategy
Rollout
Tone of
Migration
Content
Sitemap Structured Content Voice Content
Strategy
Content Analysis Types
Stakeholder
Alignment Multi-
Author Tagging
Message Channel
Terms of Training
Data Source Maps
Use E-Commerce
Analysis Change
Integration
Management
Content
Page
Tables Management HTML
Production
Licensing
User Content
Language
Management Responsive Templates
Guidelines Content
Design Taxonomy
Big Data Delivery
Networks Wireframes
MVT
Testing A/B Testing
Translation ePUB
Content Interaction
Targeting
Approval Design
Mobile
Design
Email
Rights
Data Privacy
Data Privacy Device Management
Localisation
Social Detection User
Media Research Competitor
Analytics Analysis
Programme Victory
Goal
Oversight Conditions
Setting

6. Content Management Ecosystem

7. The biggest problems in content
management lie not in that (essential)
complexity, but how we approach our
solutions.
D. Keith Robinson

8. The CMS in the Middle
SOCIAL CRM
MEDIA
EMAIL CMS SEARCH
INTEGRATIONS
CHANNELS
CONTENT
WEB ECOMMERCE
MOBILE ANALYTICS
MARKETING
AUTOMATION

10. major sponsorship deals with
a strong brand focus

12. KILL Blob!

13. Less PSDs.
More Browser-driven designs.

14. Less pixel perfect
designs.
More
Flexible, fluid, De
vice-driven
designs.

15. Less
Templates, More
Layouts.
Let designers
create layouts
using grids.

16. Enterprise focus on mobile
Why do we deploy mobile devices?
1. Better Customer Engagement
2. Improve Process Productivity
3. Improve Employee Productivity

18. 663 Registered Users
300 Billion Minutes in 2011
124 Million Connected Users
41 Million Concurrent Users
1200 Downloads Per Minute
http://skypenumerology.blogspot.co.uk/

19. Landing Payment Confirm
Email Microsite
Page Gateway Page
Connected “Content”Journeys
are High Effort

21. What is Content Architecture?

22. Bottom-Up Information Architecture
Context
Content Users

23. Information Architecture to
Content Architecture
Context Users
In c r ea sin g St r uc t ur e & M ea n in g
Content
Content
Labelling, Navigation, Search
Wireframes, Blueprints
Metadata, Taxonomy, Thesauri
Content Inventories & Mapping
Content Models, Author Experience, Workflow
Structured, Reusable & Personalised Content
Content Administration, Asset Organisation
Content
Role-Based Content, Permissions Architecture
Content Scale, Storage, Analytics

24. Content Architecture to
Content Management System
Context Users
Content
Content
CMS

25. Content Architecture to
Content Management Ecosystem
Context Users
Content
Content
CMS
c ommun it ies e-c ommer c e
sea r c h
a ut oma t ion
An a l yt ic s ema il
da m

26. Cleve Gibbon
www.cognifide.com
@Cleveg