Publish once, sell everywhere: Content modeling for agile ecommerce Wednesday, September 30th 2020

Housekeeping ● This webinar is being recorded; we will share the recording and slide deck with all registrants shortly -- keep an eye on your inbox! ● Please add your questions in the Q&A box, we will answer them after the presentation during the Q&A session at the end ● To get in touch, write to us at [email protected] Before we dive in...

Introductions Marcelo Lewin Sr. Content Solutions Architect at ServiceTitan Johanna Hyde Sr. Product Marketing Manager at Contentful

4 1. The State of Digital Commerce 2. How to build better content models with Contentful 3. How to reimagine shopping experiences for agility, velocity, simplicity and scale 4. Audience Q&A What you’ll learn 4

The State of Digital Commerce

Unified shopping experiences drive revenue

of large organizations will have failed to unify engagement channels, resulting in a disjointed and siloed customer experience that lacks context Gartner, August 2020

So... why don’t all retail brands fix this?

Teams are blocked Processes are cumbersome Technology is lagging 9 Barriers to building a better buying experience

10 Content modeling workshop with Marcelo Lewin 10

11 11 11 1. Content modeling overview 2. Content modeling process 3. Content modeling live session 4. Finalizing the content model prior to starting development Agenda 11

12 ContentfulCreators.com 12 Content Modeling Consultation | Podcast | Tutorials | Meetup [email protected]

13 Overview 13 Part 1

What content modeling is ● The process of analyzing and breaking down a document (e.g. web page, article, etc.) into well structured objects that can be used to rebuild that document. (e.g. Product, Company, SEO) ● The building of relationships between objects. (e.g. Product Page has many Products and Products have a relationship to Companies) ● The creation of attributes and constraints on those objects. (e.g. Company Name, Email, Address, Company name can only be 20 characters long, etc.) ● The complete separation of layout and design from the content itself. Part 1 - Overview

What content modeling is The end product of a properly designed content model should be “raw” and “reusable” content that can be easily manipulated and delivered via any channel regardless of layout and design. Part 1 - Overview

What content modeling isn’t ● It’s not a chance to figure out what the new website will look like. ● You can use your new design to make sure your content model can support the data that design needs. ● It’s not a chance to figure out which context to support. It should support current and future unknown context. Part 1 - Overview

Content modeling vocabulary Content The combination of words and media assets that describes or conveys information to the user. Most of this will be in Contentful. Layout The position and order of how your content will be displayed in a delivery channel. Part of this may be in Contentful, though most of it will be dictated your code templates. Design The look and feel of your content in a particular context. As a general rule, this should never be in Contentful. Part 1 - Overview

Content modeling vocabulary Context Where your content will be displayed. This can be in Contentful via rules in an object (e.g. Don’t show on Mobile Devices). Structured content Information that is organized in a predictable way and is self describing. It can be easily searched through and separates itself from the presentation layer. It can also be related to other content. Unstructured content Not organized. Not self describing. Not easy to search. Unable to create relationships between itself and other content. Content, layout and design all mixed together. Part 1 - Overview

Content modeling vocabulary Content type The objects that represent your Content such as “Product”, “Company”, “SEO”, etc. Content types will include fields and may even contain other content types. Fields Fields exists inside your Content Types. Fields can be of various types and hold the actual content that the author populates. Field type Describes the kind of information you will accept in that field such as “Decimal”, “Rich Text”, “Short Text” and more. Part 1 - Overview

Content modeling vocabulary Attributes Field’s have attributes you can use to configure them, such as if it’s required, if you want to limit the entry length and more. You can also add fields to content types to act as attributes of that object. Reference A link between two (or more) content types. (“Product” has a reference to “Company”) Cardinality The type of relationship between two Content Types (e.g. 1 to 1, 1 to many) Part 1 - Overview

Content modeling vocabulary Content model The architecture of your content, including all its objects, attributes and relationships. Entry / Topic The content inside of a Content Type. Author create entries (usually). Asset Images, PDFs, audio files, video files stored in Contentful as “media” types. Part 1 - Overview

Content modeling vocabulary Assembly A content type that is used to group together topics (e.g. A “Photo Album” is an assembly that has references to “Photo” content types topics / entries in it. Fixed vs Flexible assembly Reference fields to content types that have a 1 to 1 relationship are fixed assemblies. Reference fields that allow for 1 to many relationship are flexible assemblies. Content governance A set of rules and guidelines that describe how content gets created and published. It includes constraints on your fields, user permissions, approval workflows and more. Part 1 - Overview

Building your team Content strategy expert Have someone familiar with your company’s content strategy and can help make sure this content model supports that strategy. Content & audience expert Make sure you have someone in your team that truly understands both the content and the audience of that content and how it’s currently being used. Content governance expert Have someone that can help identify constraints, workflows and such for your content governance. Part 1 - Overview

Building your team Content modeling expert Have someone that truly knows and understands how to create scalable content models and has a big picture of all the content models in your organization to help “connect the dots”. Developer & system architect Have a developer / system architect to help identify any potential issues with the design of the content model beyond the current objective. Smaller is better Keep your team small, open minded and nimble. Part 1 - Overview

Content governance Constraints ● Field ● Content Type Roles ● Author - Can write and edit, but not publish. ● Editor - Can write, edit and publish. ● Legal - Can only read and deny or approve. ● Custom - ??? Part 1 - Overview

Content governance Tasks ● What tasks need to be completed before a content type can be published? ● Who’s in charge of completing those tasks? ● How can we verify those tasks have been completed? Workflows ● How does content move from draft to publication? ● What tasks are required at each step? Standards ● Taxonomy ● Naming conventions (e.g. Assets, articles, files, etc) Part 1 - Overview

Content modeling objectives 1. Single source of truth. 2. Improve discoverability of content. 3. Complete separation of content from context, layout and design. 4. Omni-channel delivery flexibility. 5. Maintenance and scalability. 6. Improve authoring experience 7. Improve the developer experience 8. Easy to integrate content with other systems. Part 1 - Overview

28 Content modeling process 28 Part 2

29 Perform preliminary analysis of document to structure. 29 STEP 1

30 Create content modeling template in Miro. 30 STEP 2

31 Create entity relationship diagram in LucidChart. 31 STEP 3

32 Create content governance template in Google Sheets. 32 STEP 4

33 Content modeling session 33 Part 3

34 Final details 34 Part 4

Final details 1. Authors review the content model in the Contentful Admin interface to make sure it’s user friendly. 2. Developers review the model by running GraphQL queries against it to see how to get information out of it. 3. Content Team to update Content Governance spreadsheet. 4. Admin to update all constraints in Contentful. Part 4 Development starts… Previews, front end, migration scripts, template scripts, etc.

ContentfulCreators.com Content Modeling Consultation | Podcast | Tutorials | Meetup [email protected] Thank you!

Content & Commerce business outcomes

SOLUTION: INDUSTRY: Increase revenue with agile ecommerce ● 60% increase in conversion rate ● 13% increase in average order value ● More than 2x faster cart-to-checkout rate ● 3x higher “find store” conversion rate ● Up to 83% shorter loading times USE CASE RESULTS

Agility Organizations need to have unified commerce to sell to, fulfill from, deliver to and serve across all channels. This increases business agility and resilience. Key takeaways Velocity Increase conversions and revenue by launching, testing, iterating and improving - creating value more quickly. Simplicity & Scale A modular approach balances autonomy and governance and allows the flexibility to incorporate new experiences and technical capabilities over time. Simple enough to repeat and reuse as you scale.