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Designing models and metadata
In the design phase, you build information models and define
the metadata you will use to describe your content. Information models and their
supporting metadata are critical to the success of a unified content strategy;
they become the roadmap your unified content strategy follows.
Information modeling
Once you have identified opportunities to reuse content in
your organization, you need to “model” the content you plan to reuse. Models
formalize the structure of your content in guidelines, templates, and structured
frameworks such as DTDs or schemas. Through information
modeling, you identify and document the framework upon which your reuse strategy
is based.
The information modeling process forces you to consider all
information requirements (either for a specific project or within an entire
organization) and to assess what information is available to fulfill those requirements.
In a unified content strategy, the information model becomes the “catalogue”
of all the information products and outlines the necessary information elements
for each.
For example
[1] :
The Reo Auto Company is preparing
for the annual auto show and launch of its new vehicles. This year they are
launching their first sports utility vehicle (SUV)—the Tsai. They require a
variety of information products: a press release to announce their new line-up;
brochures to hand out at the show and dealer showrooms; updates to the web site;
and a show catalog. The web site team and marketing group sit down to figure
out a unified content strategy for the materials. They determine that the information
products are to be provided in three media; paper (show catalog, press release,
brochure), web (web site, press release), email (press release). Each information
product requires different content and design:
|
·
Show catalog for the entire line-up (photo, short description,
and key features, three cars to a page; ) |
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·
Brochure for the Tsai only (photo, long description
with all the features and benefits) |
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·
Press release for the Tsai only (no photo,
short description, features and benefits) |
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|
·
Web site for entire line-up (home page for
each car with photos, list of full features combined with a pricing calculator) |
The following table shows a portion of the information model
for the Tsai product description:
| Product Description |
||||
| Element |
Show catalog |
Brochure |
Press release |
Web site |
| Product Name |
X |
X |
X |
X |
| Product Description |
|
|
|
|
| Product Desc.
Short |
X |
X |
X |
X |
| Product Desc.
Med |
|
X |
|
|
| Product Desc. Long |
|
X |
|
|
| Graphic |
X |
X |
|
X |
| Features |
X |
X |
X |
X [2] |
| Feature title |
|
X |
X |
|
| Feature item |
X |
X |
X |
|
| Benefits |
|
X |
X |
Xa |
| Benefit item |
|
X |
X |
|
| Tag line |
|
X |
X |
X |
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Created: April 21, 2003
Revised: April 21, 2003
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