Content architecture for a connected content experience

We're probably used to talking about information architecture. But if we're to truly prepare our digital estates to be more effective, efficient and fully optimized for the shifts that are coming right at us, right now, then we need to get better at content architecture — and fast.

Content architecture, content engineering, structured content... call it what you will (and we'll define all of these in the workshop), as content professionals we need to invest the same kind of thinking and time into how we move and manipulate our content across institutional websites and omnichannel experiences, as we spend thinking about how we'll get the users to our pages.

This workshop is all about structured content and content modelling — the part of content strategy that de-couples your content from a single presentation layer (like a web page) and frees it up to move and be re-used and repurposed or displayed across multiple different systems, platforms and presentation layers.

By creating a structured content strategy and a robust content model, you'll be laying the foundations to make your content work harder and smarter for your school.

In this session we will:

• Explore what structured content is all about and how it's crucial for omnichannel publishing.
• Embrace and develop some weird and wonderful metaphors for understanding structured content and communicating it to others.
• Understand the tech and social trends outside of our control that are forcing us to embrace this thinking, fast.
• Know what structured content, content architecture, content modelling are, and how to get started with yours.
• Get to grips with the terminology.
• Understand its potential for creating a highly personalized user experience.
• Understand the importance of taxonomy, controlled vocabulary, semantic mark-up and content governance in bringing this all to life efficiently and effectively.