Content	strategy	strategy	for	today	and	tomorrow
23 May 2019
Craft CMS Manchester
Carrie Hane

@carriehd
DESIGNING CONNECTED CONTENT
WITH CRAFT CMS
££££
!4
STRUCTURED CONTENT STACK
More Volatile
More Stable
Domain model
The Shape and Structure of Your Subject
Content model
How Content Is Broken Down and Connected
Content
Words and Pictures Conforming to Content Types
Representation
Windows on the World
Navigation
The Pathways Through Connected Content
!5
DOMAIN MODEL
More Volatile
More Stable
Domain model
THE SHAPE AND STRUCTURE OF YOUR SUBJECT
!6
CONTENT MODEL
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
HOW CONTENT IS BROKEN DOWN AND CONNECTED
More Volatile
More Stable
!7
CONTENT
Domain model
The shape and structure of your subject
Content model
How content is broken down and connected
Content
WORDS AND PICTURES CONFORMING TO CONTENT TYPES
WINDOWS ON THE WORLD
!8
REPRESENTATION
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
How content is broken down and connected
Content
Words and pictures conforming to content types
Representation
!9
NAVIGATION
More Volatile
More Stable
Domain model
The shape and structure of your subject
Content model
How content is broken down and connected
Content
Words and pictures conforming to content types
Representation
Windows on the world
Navigation
THE PATHWAYS THROUGH CONNECTED CONTENT
PEOPLE PROBLEM
!11
Model-first process
Q&A
Making it happen
Q&A
TONIGHT
Designing Connected Content Process
1
WHAT WORLD
DO YOU
OPERATE IN?
WHAT WORLD DO YOU OPERATE IN?
14
Music Public service
broadcasting
Athletes
DOMAIN MODEL FOR LIVE MUSIC
15
PERFORMER
ACT
VENUE
LOCATION
GENRELINEUP
PERFORMANCE
TOUR
SETLIST
SONG
knownAs
hostedIn
locatedIn
partOf
performs
partOf
hasGenre
performedIn
hasSong
hasGenre
2
HOW DO YOU
FIT INTO THAT
WORLD?
!17
CONTENT MODEL FOR TICKET SELLER
PERFORMER
ACT
VENUE
LOCATION
GENRELINEUP
PERFORMANCE
TOUR
SETLIST
SONG
knownAs
hostedIn
locatedIn
partOf
performs
partOf
hasGenre
performedIn
hasSong
hasGenre
!18
CONTENT MODEL FOR TICKET SELLER
VENUE
Venue Name

Address

City

State

Country

Phone Number

Email Address

Website

Age Restrictions

Menu

Related Venues

History

Proprietor

Seating Style

Maximum Capacity
ACT
Act Name

About the Act

Years Active
PERFORMER
Stage Name

Birth Name

Birthdate

Birthplace

Biography

Instruments Played

Years Active
LINEUP
Lineup Name

Performers

Known As

Upcoming Performances

Years Active
PERFORMANCE
Performance Name

Date

Time

Venue

Lineup

Part of This Tour

Genre
GENRE
Genre Name

Description

Origin
TOUR
Tour Name

Tour Dates

Legs

Number of Performances
partOf
performs
hasGenre
hasGenre
partOf
hostedIn
3
Design the
Content
RESOURCE BEFORE
REPRESENTATION
THINK WIKIPEDIA
21
Content Type =
PERFORMER
THINK WIKIPEDIA
22
Content Type =
ACT
USE THE CHUNKS TO DESIGN USEFUL CONTENT
Who is This Act?
Content Type Attribute Example Content
Lineup Lineup Name U2
Performer Performer Name Bono
Performer Years Active 1976-Present
Content Type Attribute Example Content
Genre Genre Name Rock
What Kind of Music Do They Play?
USE THE CHUNKS TO DESIGN USEFUL CONTENT
When Are Their Concerts?
Content Type Attribute Example Content
Tour Tour Name eXPERIENCE + iNNOCENCE
Tour Tour Dates May 2, 2018 - Nov. 10, 2018
Performance Date June 17, 2018
Venue Venue Name Capital One Arena
Venue City, State Washington, D.C.
Content Type Attribute Example Content
Tickets URL Buy Tickets
How Can I Get Tickets to the Show?
CREATE A SYSTEM TO
MANAGE THE CONTENT
CONTENT MANAGEMENT SYSTEM
26
Content Type Description Field Label Field Type
Performer Individual who performs music First Name Plain Text
Last Name Plain Text
Birth Name Plain Text
Birthdate Date
Birthplace Plain Text
Biography Rich Text
Instruments Multi-select List
5
CREATE THE
REPRESENTATIONS
WINDOWS INTO THE WORLD
28
$.ajax({
type:"GET",
url:"https://app.ticketmaster.com/discovery/v2/
events/G5diZfkn0B-bh.json?apikey={apikey}",
async:true,
dataType: "json",
success: function(json) {
console.log(json);
// Parse the response.
// Do other things.
},
error: function(xhr, status, err) {
// This time, we do not end up here!
}
ATOMIC DESIGN
29 Source: http://bradfrost.com/blog/post/atomic-web-design
RESOURCE TEMPLATES
30
<html>
<head>
<title>[ActName TourName TourDates]</title>
</head>
<body>
<h1>[ActName]</h1>
<h2>[TourName]</h2>
<p>[TourStartDate - TourEndDate]</p>
<h3>Tour Stops</h3>
<p>[PerformanceCityState], [PerformanceDate]</p>
<a href="TicketURL">Get Tickets</a>
</body>
</html>
INDEX TEMPLATES
31
<html>
<head>
<title>[Summer 2018 Tours]</title>
</head>
<body>
<h1>Summer 2018 Tours</h1>
<h2>[ActName]</h2>
<p><a href="[Tour]">[TourName]</a><br/>
[TourStartDate - TourEndDate]<br/>
<strong>Stops</strong><br/>
[PerformanceCityState]</p>
<a href="TicketURL">Get Tickets</a>
</body>
</html>
Nicole Fenton

Words As Material
IT’S EASY TO PUT PIXELS
TOGETHER WHEN YOU’VE
ALREADY MADE DECISIONS.
5
MAKE
PATHWAYS
THROUGH
YOUR
CONTENT
MENUS
34
Happening Soon
Justin Timberlake

03/28/2018

See all
Brit Floyd

03/23/2018

See all
Earth, Wind & Fire

03/25/2018

See all
Chicago 90’s Block Party

03/30/2018

See all
Boyz II Men

03/23/2018

See all
Yfn Lucci

03/29/2018

See all
Popular Shows
Imagine Dragons
Yeah Yeah Yeahs
Jason Aldean
Chicago and REO Speedwagon
Post Malone
Justin Timberlake
DISPATCH
Bad Bunny
Joan Baez
The Grateful Dead
Shop by Category
All Music
Alternative Rock
Cabaret
Classical
Comedy
Country and Folk
Dance/Electronic
Festivals
Hard Rock/Metal
Jazz and Blues
Latin
Miscellaneous
New Age and Spiritual
R&B/Urbal Soul
Rap and Hip-Hop
Rock and Pop
World Music
CONTEXTUAL NAVIGATION
35
URLs ARE NAVIGATION TOO
36
http://www.findtickets.com/performers/bono
http://www.findtickets.com/performers/
http://www.findtickets.com/acts/u2
http://www.findtickets.com/acts
http://www.findtickets.com/performers/:performer_name
http://www.findtickets.com/acts/:act_name
Sort Of
PLOT TWIST
Changing Hearts & Minds
!39
YOU WANT TO…
1. Participate in the
planning of the site
2. Know what you
build is the right
thing
3. Future-proof your
CMS
OTHERS…
1. Are used to doing
hand-offs
2. Assume you have
to redesign websites
every 3-5 years
3. Want the CMS to
look like word
HOW TO BRIDGE THE GAP?
!41
• Be proactive
๏ Find allies
๏ Ask questions
๏ Invite yourself to
meetings
๏ Have something ready to
show
• Be the change agent
• Have a plan
• Do experiments
BRIDGE THE GAP
!42
• Who, what, how content will be created and maintained
• Content strategy statement
• Domain model
START WITH CONTEXT
<Organization> offers __________, __________ content
that helps it ______________ and __________ by
making _____________ feel __________, __________,
and __________, convincing them to __________
and __________.
adjective adjective
accomplish goal accomplish goal
audience adjective
adjective
adjective
take an action
take an action
!43
• Create a roadmap
• Reconfigure the project plan
• Separate planning & design from build
• Model collaboration
• Have templates ready to share and use
SHOW, DON’T TELL
!44
TOOLS & TEMPLATES
www.tanzenconsulting.com/
content-strategy-tools
bit.ly/structured-
content-sheet
Content Operations Platform
!45
• Seek acceptable risk
• Find willing clients or stakeholders, flexible projects, and
excited team members
• Do a pilot, small project, or internal project to test the new
process
• Get coaching for one or two projects
EXPERIMENT
I do this!
QUESTIONS?
COMMENTS?
Content	strategy	for	today	and	tomorrow
THANK YOU FOR ATTENDING 

CRAFT CMS MANCHESTER
REACH ME AT:
@carriehd
www.tanzenconsulting.com
Share Your Passion, Try New Things, 

Support Others, Create Trust, and

Nurture Community
Dot All Conference
18-20 September 2019
Montréal, Canada
dotall.com

Designing Connected Content With Craft CMS

  • 1.
    Content strategy strategy for today and tomorrow 23 May 2019 CraftCMS Manchester Carrie Hane
 @carriehd DESIGNING CONNECTED CONTENT WITH CRAFT CMS
  • 2.
  • 4.
    !4 STRUCTURED CONTENT STACK MoreVolatile More Stable Domain model The Shape and Structure of Your Subject Content model How Content Is Broken Down and Connected Content Words and Pictures Conforming to Content Types Representation Windows on the World Navigation The Pathways Through Connected Content
  • 5.
    !5 DOMAIN MODEL More Volatile MoreStable Domain model THE SHAPE AND STRUCTURE OF YOUR SUBJECT
  • 6.
    !6 CONTENT MODEL More Volatile MoreStable Domain model The shape and structure of your subject Content model HOW CONTENT IS BROKEN DOWN AND CONNECTED
  • 7.
    More Volatile More Stable !7 CONTENT Domainmodel The shape and structure of your subject Content model How content is broken down and connected Content WORDS AND PICTURES CONFORMING TO CONTENT TYPES
  • 8.
    WINDOWS ON THEWORLD !8 REPRESENTATION More Volatile More Stable Domain model The shape and structure of your subject Content model How content is broken down and connected Content Words and pictures conforming to content types Representation
  • 9.
    !9 NAVIGATION More Volatile More Stable Domainmodel The shape and structure of your subject Content model How content is broken down and connected Content Words and pictures conforming to content types Representation Windows on the world Navigation THE PATHWAYS THROUGH CONNECTED CONTENT
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
    WHAT WORLD DOYOU OPERATE IN? 14 Music Public service broadcasting Athletes
  • 15.
    DOMAIN MODEL FORLIVE MUSIC 15 PERFORMER ACT VENUE LOCATION GENRELINEUP PERFORMANCE TOUR SETLIST SONG knownAs hostedIn locatedIn partOf performs partOf hasGenre performedIn hasSong hasGenre
  • 16.
    2 HOW DO YOU FITINTO THAT WORLD?
  • 17.
    !17 CONTENT MODEL FORTICKET SELLER PERFORMER ACT VENUE LOCATION GENRELINEUP PERFORMANCE TOUR SETLIST SONG knownAs hostedIn locatedIn partOf performs partOf hasGenre performedIn hasSong hasGenre
  • 18.
    !18 CONTENT MODEL FORTICKET SELLER VENUE Venue Name
 Address
 City
 State
 Country
 Phone Number
 Email Address
 Website
 Age Restrictions
 Menu
 Related Venues
 History
 Proprietor
 Seating Style
 Maximum Capacity ACT Act Name
 About the Act
 Years Active PERFORMER Stage Name
 Birth Name
 Birthdate
 Birthplace
 Biography
 Instruments Played
 Years Active LINEUP Lineup Name
 Performers
 Known As
 Upcoming Performances
 Years Active PERFORMANCE Performance Name
 Date
 Time
 Venue
 Lineup
 Part of This Tour
 Genre GENRE Genre Name
 Description
 Origin TOUR Tour Name
 Tour Dates
 Legs
 Number of Performances partOf performs hasGenre hasGenre partOf hostedIn
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
    USE THE CHUNKSTO DESIGN USEFUL CONTENT Who is This Act? Content Type Attribute Example Content Lineup Lineup Name U2 Performer Performer Name Bono Performer Years Active 1976-Present Content Type Attribute Example Content Genre Genre Name Rock What Kind of Music Do They Play?
  • 24.
    USE THE CHUNKSTO DESIGN USEFUL CONTENT When Are Their Concerts? Content Type Attribute Example Content Tour Tour Name eXPERIENCE + iNNOCENCE Tour Tour Dates May 2, 2018 - Nov. 10, 2018 Performance Date June 17, 2018 Venue Venue Name Capital One Arena Venue City, State Washington, D.C. Content Type Attribute Example Content Tickets URL Buy Tickets How Can I Get Tickets to the Show?
  • 25.
    CREATE A SYSTEMTO MANAGE THE CONTENT
  • 26.
    CONTENT MANAGEMENT SYSTEM 26 ContentType Description Field Label Field Type Performer Individual who performs music First Name Plain Text Last Name Plain Text Birth Name Plain Text Birthdate Date Birthplace Plain Text Biography Rich Text Instruments Multi-select List
  • 27.
  • 28.
    WINDOWS INTO THEWORLD 28 $.ajax({ type:"GET", url:"https://app.ticketmaster.com/discovery/v2/ events/G5diZfkn0B-bh.json?apikey={apikey}", async:true, dataType: "json", success: function(json) { console.log(json); // Parse the response. // Do other things. }, error: function(xhr, status, err) { // This time, we do not end up here! }
  • 29.
    ATOMIC DESIGN 29 Source:http://bradfrost.com/blog/post/atomic-web-design
  • 30.
    RESOURCE TEMPLATES 30 <html> <head> <title>[ActName TourNameTourDates]</title> </head> <body> <h1>[ActName]</h1> <h2>[TourName]</h2> <p>[TourStartDate - TourEndDate]</p> <h3>Tour Stops</h3> <p>[PerformanceCityState], [PerformanceDate]</p> <a href="TicketURL">Get Tickets</a> </body> </html>
  • 31.
    INDEX TEMPLATES 31 <html> <head> <title>[Summer 2018Tours]</title> </head> <body> <h1>Summer 2018 Tours</h1> <h2>[ActName]</h2> <p><a href="[Tour]">[TourName]</a><br/> [TourStartDate - TourEndDate]<br/> <strong>Stops</strong><br/> [PerformanceCityState]</p> <a href="TicketURL">Get Tickets</a> </body> </html>
  • 32.
    Nicole Fenton
 Words AsMaterial IT’S EASY TO PUT PIXELS TOGETHER WHEN YOU’VE ALREADY MADE DECISIONS.
  • 33.
  • 34.
    MENUS 34 Happening Soon Justin Timberlake
 03/28/2018
 Seeall Brit Floyd
 03/23/2018
 See all Earth, Wind & Fire
 03/25/2018
 See all Chicago 90’s Block Party
 03/30/2018
 See all Boyz II Men
 03/23/2018
 See all Yfn Lucci
 03/29/2018
 See all Popular Shows Imagine Dragons Yeah Yeah Yeahs Jason Aldean Chicago and REO Speedwagon Post Malone Justin Timberlake DISPATCH Bad Bunny Joan Baez The Grateful Dead Shop by Category All Music Alternative Rock Cabaret Classical Comedy Country and Folk Dance/Electronic Festivals Hard Rock/Metal Jazz and Blues Latin Miscellaneous New Age and Spiritual R&B/Urbal Soul Rap and Hip-Hop Rock and Pop World Music
  • 35.
  • 36.
    URLs ARE NAVIGATIONTOO 36 http://www.findtickets.com/performers/bono http://www.findtickets.com/performers/ http://www.findtickets.com/acts/u2 http://www.findtickets.com/acts http://www.findtickets.com/performers/:performer_name http://www.findtickets.com/acts/:act_name
  • 37.
  • 38.
  • 39.
    !39 YOU WANT TO… 1.Participate in the planning of the site 2. Know what you build is the right thing 3. Future-proof your CMS OTHERS… 1. Are used to doing hand-offs 2. Assume you have to redesign websites every 3-5 years 3. Want the CMS to look like word
  • 40.
    HOW TO BRIDGETHE GAP?
  • 41.
    !41 • Be proactive ๏Find allies ๏ Ask questions ๏ Invite yourself to meetings ๏ Have something ready to show • Be the change agent • Have a plan • Do experiments BRIDGE THE GAP
  • 42.
    !42 • Who, what,how content will be created and maintained • Content strategy statement • Domain model START WITH CONTEXT <Organization> offers __________, __________ content that helps it ______________ and __________ by making _____________ feel __________, __________, and __________, convincing them to __________ and __________. adjective adjective accomplish goal accomplish goal audience adjective adjective adjective take an action take an action
  • 43.
    !43 • Create aroadmap • Reconfigure the project plan • Separate planning & design from build • Model collaboration • Have templates ready to share and use SHOW, DON’T TELL
  • 44.
  • 45.
    !45 • Seek acceptablerisk • Find willing clients or stakeholders, flexible projects, and excited team members • Do a pilot, small project, or internal project to test the new process • Get coaching for one or two projects EXPERIMENT I do this!
  • 46.
  • 47.
    Content strategy for today and tomorrow THANK YOU FORATTENDING 
 CRAFT CMS MANCHESTER REACH ME AT: @carriehd www.tanzenconsulting.com Share Your Passion, Try New Things, 
 Support Others, Create Trust, and
 Nurture Community Dot All Conference 18-20 September 2019 Montréal, Canada dotall.com