User Experience (UX)
Structured Content
Structured content refers to the practice of organising and tagging digital content in a consistent and machine-readable format, allowing for greater flexibility, reusability, and automation across different channels and platforms.
It involves breaking down content into smaller, semantically meaningful components that can be easily repurposed and assembled to meet various user needs and business requirements. By adopting structured content principles, organisations can streamline content creation, management, and delivery processes, resulting in more efficient workflows, improved content consistency, and enhanced user experiences.
We help businesses implement structured content strategies and leverage the benefits of structured content for their digital initiatives. Through a systematic approach to content analysis, modelling, and implementation, we help organisations to create, manage, and deliver content in a structured format that maximises its value and impact.
Content Analysis and Audit
We start by conducting a comprehensive analysis and audit of existing content assets to identify opportunities for structuring and standardisation. This involves assessing content quality, consistency, and metadata completeness to determine the scope and requirements for structured content implementation.
Content Modelling
We develop content models that define the structure, semantics, and relationships of content elements within a digital ecosystem. This includes identifying content types, attributes, and taxonomies that govern how content is organised, classified, and tagged for reuse and automation.
Metadata Design and Management
We design metadata schemas and taxonomies to enrich content with descriptive metadata that enhances searchability, discoverability, and relevance. This involves defining metadata properties, values, and controlled vocabularies to standardise content tagging and classification across channels and platforms.
Content Authoring and Management
We implement content authoring tools and workflows that support the creation, editing, and validation of structured content. This includes providing templates, guidelines, and validation rules to ensure content consistency and adherence to content models and standards.
Content Integration and Syndication
We establish integration mechanisms and syndication channels to distribute structured content across different systems, channels, and devices. This may involve implementing content management systems (CMS), application programming interfaces (APIs), and content delivery networks (CDNs) to enable seamless content delivery and consumption.
Content Personalisation and Adaptation
We enable dynamic content personalisation and adaptation based on user preferences, context, and behaviour. This involves leveraging structured content components to assemble personalised content experiences tailored to individual user needs and preferences.
Content Reuse and Repurposing
We facilitate content reuse and repurposing by breaking down content into modular components that can be assembled and reused across multiple channels and touchpoints. This includes creating content fragments, snippets, and templates that support flexible content assembly and adaptation.
Content Governance and Lifecycle Management
We establish governance processes and workflows to govern the creation, management, and retirement of structured content assets. This includes defining roles, responsibilities, and approval workflows to ensure content quality, integrity, and compliance throughout its lifecycle.
Content Performance Monitoring and Optimisation
We implement analytics and monitoring tools to track content performance metrics, such as engagement, conversion, and usability. This allows organisations to identify content effectiveness, iterate on content strategies, and optimise content experiences based on data-driven insights.
By building structured content principles and practices, organisations can unlock the full potential of their content assets and deliver more relevant, consistent, and engaging digital experiences to their audiences.
The benefits of doing:
Enhanced Content Consistency: Structured content ensures consistency in format, style, and metadata across digital assets, resulting in a cohesive and uniform user experience across channels and platforms.
Improved Content Reusability: Breaking down content into modular components enables easy reuse and repurposing across various channels and touchpoints, reducing duplication of effort and speeding up content production and delivery.
Streamlined Content Management: Structured content facilitates efficient content authoring, editing, and management workflows, enabling content creators to focus on creating high-quality content while ensuring adherence to content standards and guidelines.
Increased Content Discoverability: Enriching content with descriptive metadata enhances its searchability and discoverability, making it easier for users to find relevant content and navigate through digital experiences more effectively.
Future-Proof Content Delivery: Adopting structured content principles prepares organisations for future advancements in content delivery and consumption technologies, ensuring content compatibility, adaptability, and scalability across evolving digital landscapes.
The consequences of not:
Inconsistent User Experience: Without structured content, inconsistencies in content format, style, and metadata may lead to a fragmented and disjointed user experience, causing confusion and frustration among users.
Limited Content Reuse: Lack of structured content hampers content reuse and repurposing efforts, resulting in duplicated content creation, inefficiencies in content production workflows, and increased time-to-market for new content initiatives.
Inefficient Content Management: Managing unstructured content poses challenges in content authoring, editing, and maintenance, leading to manual and error-prone processes, content inconsistencies, and difficulties in content governance and version control.
Decreased Content Discoverability: Absence of descriptive metadata makes it harder for users to discover relevant content, impairing search engine visibility, user navigation, and content engagement across digital channels and platforms.
Risk of Obsolescence: Failure to adopt structured content practices leaves organisations ill-prepared for future content delivery trends and technologies, increasing the risk of content obsolescence, compatibility issues, and missed opportunities for innovation and growth.
