My slides from LavaCon Dublin, 2016: Overview: The cutting edge of modern science and thousands of years of communication history lead us to the same conclusion: we are pattern-based, model-building beings. This can seem either obvious or foreign to you, depending on your background, but rarely when we're talking about structuring information do we properly reconnect with the bigger picture outside the world of words and pictures. Structured content isn't about XML, DITA or publishing, it's about imbuing content with some universal and deeply human qualities. With those qualities come a myriad of follow-on benefits to reader, writer and brand. With just the right amount of structure we're more engaged, more open-minded, and simply happier. This is true for content, but to prove it generally, we're going to first look at art, music, technology, communication and memory. Doing so we'll see how taking a wider view will help us structure content better, better bridge the silos in our organisations, and delight our customers throughout their journeys.

1. Why We Crave Semantic,
Structured Content
@nozurbina, Urbina Consulting

2. @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

4. @nozurbinaAgenda
We crave
consistency
Biotechnology
Don‘t be afraid

5. 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

6. “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/

7. These networks of
connectionsandassociations
add up to highly complex
models of the world
[video1]

9. @nozurbina
9
Semantic models are highly compressed,
semi-conscious mental storage units
based on meaning.

10. 木‘Tree’ in Japanese
We work off a skeleton
model and match it to
new realities

11. 11
BABY
We’re born on a biological mission to build mental
models of the world around us.

12. “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/

13. @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

14. @nozurbina
Familiar = better
(biologically speaking)
Building or changing
models costs biological
energy

16. “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...”

17. STRUCTURED, SEMANTIC CONTENT

18. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Familiar
content

19. 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

20. @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

21. @nozurbina
RahelAnne Bailie, “The
Content Strategy Paradox”

22. @nozurbina
Rahel Anne Bailie, “The
Content Strategy Paradox”

23. @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

24. @nozurbina
Structured, semantic content isn’t driven
by technology, it’s driven by our biology

25. @nozurbina
Every year, we build computers and all content-
related technology to be more ‘brain-friendly’
and ‘brain-like’

26. Games…AR
bit.ly/1youFd7

34. @nozurbina
Fear not structure
& semantics
Don’t dismiss
visualdesign
The first mental
models to change
are your own

35. @nozurbinaSources
@nozurbina - 35
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