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Content Types:
The Glue Between Content
Strategy, User Experience, Design,
and Technology
Hilary Marsh, Chief Strategist & President
Content Company, Inc.
1	
  
h$p://design.cmu.edu/user/849	
  
a project
system
test
buildstrategic
design
solution
design
deliver
establish
project
“A	
  New	
  Yorker's	
  View	
  of	
  the	
  World”	
  by	
  Saul	
  Steinberg,	
  New	
  Yorker,	
  March	
  29,	
  1976	
  
design team timeline
deliver
system
test
branding
& identity
couple
ifs and
a do
loop
user research visual
interface
design
interaction design
information
design
technical architect’s timeline
deliver
system test
graphic
designer
makes
gifs
architecture
design
code
business team timeline
deliver
design
and
build
marketing plan business
model
focus groups
(optional)
end game!
competitive
analysis
What is a content type,
anyway,
and why should we care?
How many do we have?
How many should we have?
Content types: The glue between content strategy, user experience, design, and technology
What is a content type?
From Drupal:
A single web site could contain many types of content, such as
informational pages, news items, polls, blog posts, real estate
listings, etc. In Drupal, each item of content is called a node, and
each node belongs to a single content type, which defines various
default settings for nodes of that type, such as whether the node is
published automatically and whether comments are permitted.
à Article, basic page, blog entry, book page, forum topic, poll, or
custom
https://www.drupal.org/node/21947
Definitions by my students
•  Basic page with rotating header image
•  Content page with left image
•  Information page
•  Sub-landing page
Content types: The glue between content strategy, user experience, design, and technology
Content types: The glue between content strategy, user experience, design, and technology
Content types: The glue between content strategy, user experience, design, and technology
Content types: The glue between content strategy, user experience, design, and technology
What is a content type?
A specification for a
structured, standardized,
reusable, and mutually
exclusive kind of
information entity.
--Jonathon Colman,
The Language of Content Strategy
What is a content type?
…the actual thing a user
would read or use, like an
article, a recipe, or a help
guide entry.
---Sara Wachter-Boettcher
Content Everywhere
and a conversation on Slack
What is a content type?
I believe it’s most useful
to look at a content type
as the ontological Thing
you’re publishing,
regardless of how the
Thing is being expressed
design-wise.
---Sara Wachter-Boettcher
h$p://www.simoncamilleri.com/the_truth_of_the_elephant/	
  
22	
  
Why are content types important?
•  Search filtering
•  Cross-linking
•  Consistent presentation and care across the
organization
•  Reuse
24	
  
h$p://www.nyNmes.com/2016/05/08/fashion/barack-­‐
obama-­‐bryan-­‐cranston-­‐table-­‐for-­‐three.html	
  	
  
h$p://www.brookings.edu/research	
  
h$p://www.amazon.com/s/ref=nb_sb_noss_1?url=search-­‐alias%3Daps&field-­‐keywords=prince	
  
Content types: The glue between content strategy, user experience, design, and technology
6 considerations
1.  Elements
2.  Metadata
3.  Workflow
4.  Lifecycle
5.  Relationships
6.  Rules of operation
Content types: The glue between content strategy, user experience, design, and technology
Content types: The glue between content strategy, user experience, design, and technology
1. Elements
Content types: The glue between content strategy, user experience, design, and technology
34	
  
35	
  
60%+ of
our content
36	
  
Blog post
News article
Report summary
Event session
Press release
Company history
20%+ of
our content
Event
Conference session
Course description
Club listing
Not enough
information
2. Metadata/taxonomy
Content	
  Type	
   Topics	
   Segment	
   Audience	
   Channel	
  
AdministraNve	
  
Amicus	
  brief	
  
Announcement	
  
ArNcle	
  
Awards	
  
CompeNNon	
  
Course	
  material	
  
Directory	
  
Diversity	
  
How-­‐to	
  
Lesson	
  plan	
  
Link	
  
Membership	
  
Model	
  rule	
  
MulNmedia	
  
News	
  
Opinion	
  
Policy	
  
Projects	
  iniNaNves	
  
Reports	
  
Scholarships	
  
Associate	
  
Law	
  student	
  
Lawyer	
  
Legal	
  assistant	
  
Legal	
  professional	
  
Legislator	
  
Media	
  
Paralegal	
  
Pre	
  law	
  student	
  
Public	
  
All	
  
Lawyers	
  
Media	
  
Legal	
  Professional	
  
Educators	
  
Public	
  
Law	
  student	
  
Book	
  
Audio	
  Tape	
  
PDF	
  
Binder	
  
Media	
  Player	
  
Paid	
  SubscripNon	
  
CD	
  
DVD	
  
Periodicals	
  
Course	
  Materials	
  
Video	
  Download	
  
eBook	
  
Video	
  Tape	
  
Online	
  Course	
  
Public	
  EducaNon	
  
Loose	
  Leaf	
  
Audio	
  Download	
  
Other	
  Channel	
  
+  Legal	
  
+  Profession	
  
+  Laws	
  &	
  Cases	
  
+  Geography	
  
+  Commi=ee	
  
+  Organiza@on	
  
Collec@on	
  
Business	
  Lawyer	
  
Business	
  Law	
  Today	
  
Business	
  Law	
  SecNon	
  
Titles	
  
Program/CLE	
  
Materials	
  
Commi$ee/	
  
Subcommi$ee	
  
Documents	
  
Commi=ee	
  
+  Substan@ve	
  
+  Administra@ve	
  
+  Taskforce	
  
©	
  Taxonomy	
  Strategies	
  
Topics Topics	
  
Organiza@on	
  Geography	
  
CFPB	
  
FINRA	
  
SEC	
  
…	
  
+  Africa	
  
+  Asia	
  
+  Europe	
  
+  La@n	
  America	
  
+  Middle	
  East	
  
+  North	
  America	
  
Legal	
  
AdministraNve	
  Law	
  
Admiralty	
  Law	
  
AnNtrust	
  Law	
  
Appellate	
  Advocacy	
  
Banking	
  Law	
  
Bankruptcy	
  Law	
  
Bar	
  Services	
  &	
  Public	
  
Service	
  
Billing	
  
Biographies	
  
Business	
  Law	
  
Career	
  Development	
  
Children	
  and	
  the	
  Law	
  
Civil	
  PracNce	
  &	
  
Procedure	
  
Commercial	
  Law	
  
CommunicaNons	
  &	
  
Media	
  Law	
  
ConsNtuNonal	
  Law	
  
…	
  
Profession	
  
ABA	
  AccreditaNon	
  
ABA	
  Governance	
  
Bar	
  Admissions	
  
Bar	
  AssociaNons	
  
Civic	
  EducaNon	
  
Courts	
  
Diversity	
  
IOLTA	
  
Jury	
  
Law	
  Libraries	
  
Law	
  PracNce	
  
Management	
  
Law-­‐related	
  
EducaNon	
  
Lawyer	
  Referral	
  
Programs	
  
Lawyers	
  Assistance	
  
Program	
  
Legal	
  educaNon	
  
Legal	
  services	
  
LegislaNon	
  Lobbying	
  
…	
  
Laws	
  &	
  Cases	
  
+  Laws	
  
+  Model	
  Statutes	
  
+  Cases	
  
©	
  Taxonomy	
  Strategies	
  
3. Workflow
• Who creates?
• Who reviews?
• Who approves?
4. Lifecycle
Conceive
Create
Publish
Promote
Maintain
Retire
5. Relationships
• What other content types would we want to
surface with this?
• What do we want to show them?
• What do they want to see?
h$p://philadelphia16.jboye.com/sessions/what-­‐to-­‐get-­‐in-­‐place-­‐to-­‐personalize-­‐experiences/	
  
6. Rules of operation
• When is this content type appropriate, and when
should you not use it?
• Voice/tone and writing notes
Real-life list of content types
Article
Author guidelines
Backgrounder
Bibliography
Book
Call for submissions
Conference paper
Contract report
Day in the life
Expert report
Expert report related resource
Experts list
FAQ
General
Glossary
Landing page
Listing
Login form
News listing
News release
Publication mission
48	
  
49	
  
Content types: The glue between content strategy, user experience, design, and technology
Collections
Content “roll-ups”:
•  Magazine issue made up of articles
•  Podcast made up of episodes
•  Photo gallery made of individual images
•  Etc.
Are these content types?
h$p://ineteconomics.org/ideas-­‐papers/collecNons/greece-­‐and-­‐the-­‐eurozone	
  
Litmus test
What is the most common
content type?
h$p://www.ndguard.ngb.army.mil/news/Pages/firststar.aspx	
  
General
56	
  
Let’s dig deep
h$ps://www.pinterest.com/pin/86483255319117458/	
  
Let’s take a look at some of them
•  http://www.ift.org/Knowledge-Center/Focus-Areas/Product-
Development-and-Ingredient-Innovations/Nanoscience/
Nanotechnology-Backgrounder.aspx
•  http://www.ift.org/Knowledge-Center/Learn-About-Food-Science/
Food-Facts/About-FS-and-T.aspx
•  http://www.kent.edu/coso/commuter-corner
•  http://www.ama-assn.org/ama/pub/physician-resources/
solutions-managing-your-practice/coding-billing-insurance/cpt/cpt-
editorial-panel.page
•  http://www.floridarealtors.org/GettingStarted/NewToSales/
index.cfm
If you get it wrong…
• One-offs – no pattern
• Can’t create business rules
• Content ROT
• Inability to surface related content
• Ineffective search filtering
Checklist: How to identify
content types
59	
  
• Does it have a unique set of elements?
• Does it require unique metadata, or would it use
only some of the entire taxonomy?
• Does it have unique workflow needs?
• Does it have unique lifecycle needs?
• Does it have unique relationships?
• Is it created following the rules of operation?
h$p://www.ndguard.ngb.army.mil/news/Pages/firststar.aspx	
  
No one wants
“general”
h$p://www.dkfindout.com/uk/animals-­‐and-­‐nature/elephants/	
  
We all
need to
see that
it’s an
elephant
Want to learn
more about
content
strategy?
http://www.content-strategy-school.com
photo	
  by	
  John-­‐Mark	
  Kuznietsov	
  	
  
Thank you!
Hilary Marsh
http://www.contentcompany.biz
hilary@contentcompany.biz
@hilarymarsh

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