Saturday, November 16, 2013

Playing with the future - Part 4 - Data is the future of content

A few months ago I had a question from a prospect that had me stumped.

Your product is great with content, but how does it deal with data?
It took me a while to understand - more context was needed - and still today it is somewhat haunting me. To me, content is data, so what in the name of <insert random deity> did they really mean?

Well, what they meant is not exactly what this post is about, but it is somewhat linked. In their specific scenario Data meant semi-structured data feeds they get from their other applications that may or may not be displayed on the website.

How to deal with it is linked to the topic of this post.

You've seen the semantic web at play. For us WCM geeks, some of the first examples of the semantic web were those "helpful links" under a google search result (and now they show with even more detail, like a link to a related blog) and lately with efforts like good relations and schema.org the semantic web keeps on creeping up on us with great results for everyone (and search engines!).

With me so far? Semantic Web is good, content is good, data is also content, but might come from a different source.

Now, why do I say that data is the future of content?

If you've developed websites before (not just snazzy html, I mean really design websites, web experiences, content creation flows, contextual experience definitions, etc) you've probably been frustrated like I have about the lack of metadata on content. Editors seem to just want to use "an html WYSIWIG" editors to create content, but then expect you to do miracles about how the content displays, magically determine which pieces of data are used for your tab names, which images to use for the home page, etc. I had a particularly harrowing experience with a given editor that insisted all content should be classified under "Personal Finance", yet expected the site to be able to sort the difference between auto loans and mortgages (deep sigh).

Summary #2:
  1. Content Editors want an easier to use, easier to create content in, simpler UX/UI paradigm that allows them to create semantically meaningful content without having to deal with complex operations or data structures.
  2. Semantic content needs proper annotations, schema compliance, and contextual information (used to determine, for instance, when is appropriate to show this content vs when it's not)
  3. Both points above are at odds. To create semantically meaningful content editors need to spend more time curating their content.
And this means that the solution is to enrich content with semantically meaningful metadata automatically (with the possibility to be modified/enriched by the editors).

In other words - editors will get what they want: simpler ways to create content; and developers will get what they want: more meaning attached to their content in the form of "data" - metadata, ambient data, structured streams, whatever you want to call it. And that will allow us to start creating smarter UIs that can help you determine layout, presentation and context with less effort. All you need is more data, and we will get more data from intelligent systems that can do most of the digging for us.

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