From Brand to Back-End Content & Experience Strategy
The best content in the world won't help you if you can't easily maintain it within your back-end systems, such as Content Management Systems (CMS) or Digital Asset Management (DAM) Systems. Without this, it can never remain timely and relevant.
We work with your business users and the technology team to ensure that any system design meets the content requirements for the overall experience. We create content models to inform system design to ensure that the content author experience is optimized and easy to use for business users.
We have experience is all the major systems that are used to manage content and assets, inducing Adobe Experience Manger, Opentext, SharPoint, Sitecore, Tridion SDL, Wordpress, etc. While each of these systems share the same basic functionality, our in-depth experience with the nuances of each will accelerate the time required for content design.
Finally, we can design detailed Tagging Strategies, Taxonomies, and Metadata Specifications to ensure that content is categorized at the content or asset level to more easily drive personalization or cusomtization and to improve site search (as well as providing SEO lift).
Creating a detailed listing of all current assets and content on the side classified by content type will enable the identification of existing components that need to be accounted for in the new content design. This includes the templates and content types required. It also details the current state of any taxonomy or tagging that exists on the site and whether or not it can be leveraged moving forward.
The Content Mapping and Gap Analysis (or Content Matrix) documents content annotations that describe the content elements on each module or page in a wireframe/design. It provides a page-by-page (and sometimes component-by-component) map of the future state of the content. It will also map each page to a template and identify the components that be required to build the page.
The Content Model defines page types, modules and elements, defining the attributes or elements that will make up each content type or component. This is ultimately used to design the authoring experience within a CMS or DAM. It also provides guidelines to ensure the integrity of the design, such as maximum character counts, whether components should be available on particular pages, etc.
A Metadata and Tagging Strategy defines the overall strategy for tagging data. It may also define the actual metadata and tag attributes. This is required if metadata/tagging for future state will be different than for current CMS or DAM implementation. This assumes the tags themselves are defined in the taxonomy, which is a detailed listing of tags within a hierarchy that can be entered into a CMS or DAM. It can also specify the metadata fields, which values are inherited from the folder structure versus which are applied directly to the content or asset. Finally, it indicates which fields are required and which are optional.