Adaptive content modelling for contextual omnichannel delivery
Workshop abstract
One of today’s most daunting content delivery challenges is adapting your message for personalised, even contex-specific distribution, on a diverse array of target devices and channels. This session will teach a proven methodology to analyse, enrich and structure your content to help authors create omnichannel, personalisation and automation-ready content. Content modelling is the backbone of an omnichannel content strategy. This session will show you how it’s done, and connect the dots between semantic content, content reuse, responsive design, omnichannel and multichannel delivery and user experience.
Single-source, multichannel content – also known as ‘Single source of truth’ or “COPE (create once, publish everywhere)” content – is a bit of a holy grail right now. Multichannel’s big brother “omnichannel” is quickly gaining wider awareness. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies. All this should improve the experience of users, and of course, benefit the organisations that serve them. Adaptive content unifies all these concepts and makes such a paradigm possible.
This practical session will show you why you want and need to have adaptive content structures to optimise user experience today. Its hands-on introductory exercises will help you model your own content in a future-proof way.
Locations & dates you can join
The dates for 2017 will soon be confirmed.
Past sessions
Amsterdam, Netherlands @ EuroIA
Thursday 22nd of Sept 2016
Dublin, Republic of Ireland @ Lavacon
Sunday 5th of June 2016
London, England
Minneapolis, USA @ Confab central
Wednesday 18th of May 2016
Las Vegas, USA @ Intelligent Content Conference
Monday 7th of March 2016
Thursday 12th of November 2015
New Orleans, USA
Sunday 18th of October 2015
LavaCon 2015 Workshop
Minneapolis, USA @ Confab Central
Wednesday 20th of May 2015
Redmond WA, USA @ Microsoft Headquarters
Monday 18th and Tuesday 19th of May 2015
Whenever works @ at your offices
You can also contact us online about hosting one at your offices or email Elodie Eudier at elodie.eudier@urbinaconsulting.com.
Previous session feedback
“Exceeded expectations. Left with a good understanding of what this is and how it works”
– Confab 2014 session participant“Noz is one of the best informed consultants in the industry, and his content personalization workshop offers practical, timely guidance that enables organizations of all sizes to have omni-channel impact with their content investments. Anyone who participates will come away with a much deeper understanding of the strategic opportunities for content reuse as well as practical, hands-on training to help them unlock this powerful tool in their enterprise.”
– Content Strategist, Microsoft“I found my session with Noz educational, stimulating, and relevant to my work. It was a perfect match for fulfilling our needs for improving our current content model and will be great for developing a shared understanding of how we use it in our organisation.”
– Søren Weimann, Napatech“Noz is a terrific speaker and presented content modelling in an interesting manner. I definitely learned a lot and gathered many ideas on how to apply his methods in our projects.”
– Gilbane 2014 participant (Insurance Industry)
Outline
Market context and business pressures
- Key concepts: Multidevice, Multichannel, Multi-screening, Omnichannel, Internet of Things, Personalisation, Contextualisation, Taxonomy, Metadata
- Content in four dimensions – Rethinking how content is perceived by customers today. Planning for geographic, device, time, context and person-specific delivery.
- The format collapse: content everywhere is the only remaining option
Solutions
- COPE systems – what do they look like?
- What is semantic content modelling?
- Where does metadata and structure come in?
- Semantics and SEO – how Google is pushing us all down the semantic route
- Personas, taxonomies and adaptive content
- Modular information products
- Adaptive content and the user experience
Exercises (spread across both days)
- Developing a four-dimensional persona
- Breaking up traditional content and modelling semantically
- Making content adaptive with taxonomy mapping
- Breaking down organisational silos: sharing adaptive content
Learning objectives
What people will walk away with:
- A solid sense of what structured, semantic content actually is and its relationship to adaptive content, multichannel, and UX.
- A grounding in the key concepts required to approach semantic content modelling.
- The knowledge that their content is already more structured than they realize.
Note: Laptops recommended. This session will include hands-on exercises.
Who should come?
This session is highly cross-functional and can be applied a variety of digital marketing and commercial communications, technical communications (e.g. HTML5 / DITA / modular content) and content marketing.
- Communicators of all kinds, but specifically marketing communicators, technical communicators and user experience specialists
- Content marketers concerned about creating content at scale for a feasible cost
- Managers keen to have a deeper understanding of the process and challenge of going multi or omnichannel
- Staff responsible for taking content from unstructured and generic content and preparing it for personalised delivery in applications, online, across social media, wearable devices and more.
The session helps address managing content personalisation and contexualisation against consistency, and good user experience across formats and channels like print, mobile apps, social, and desktop web. It is one of the few workshop sessions available on the market that can future-proof attendees who want to prepare for advanced paradigms like wearable devices, multi-screen interactions, embedded user assistance, augmented reality and more.
Pricing & session hosting
Pricing for this session depends on the duration and date. Versions of the session range from 1/2 day to 2 days.
See when and where we have scheduled upcoming sessions.
If you have any questions contact Elodie Eudier: elodie.eudier@urbinaconsulting.com.
Could you host a session?
We are always looking for new workshop venues in Europe and North America. If you would like to host an open session at your event, or in your offices in exchange for special host benefits and discounts, contact us!
Additional feedback
(on this and other Urbina Consulting workshops)
“Noz presented a challenging topic in a fun and accessible way. Job well done.”
– Confab 2014 participant (adaptive content modelling)
“The quality of tuition was second to none.”
– Rachel Johnston, Mekon Ltd.“Noz and Mark both extremely knowledgeable and helpful, especially with “hands on” help with the exercises”
– Mark Dunn, Oxford University Press (on joint-led workshop with Mark Poston)