Omnichannel Content Architecture

CMS Content Architecture
Content Modeling
Content Mapping Diagrams
Technical Writing & Requirements Documentation

Myself and my team were tasked with creating a new enterprise-wide content architecture for a luxury travel startup to serve 6+ digital channels including the marketing website, mobile app, in-room devices (tablet and TV), digital posters, and others.

Using their chosen hybrid headless CMS, we created a single source of truth for structured content.

Unique Project Attributes:

Since the client was a brand new company, we had the opportunity to shape the content architecture from the beginning.
The company grew rapidly over the 4+ years of our partnership. On the website alone they went from a small site with 8 pages and a handful of layouts and components, to a 200+ page site with a dozen layouts and over 100 components in the library.

Involved dynamic content and data that relied on external systems to integrate seamlessly.
Content hierarchies and relationships added complexity.

Content Architecture Development

Defining content types and relationships was essential to our strategy. There were several interdependent content types and complex external dependencies to consider in our content models.

(example diagram shows digital posters content app relationships - note: it has been edited with redactions for confidentiality)

Content Types & Attributes

Defining the content types and attributes meant accounting for various channels and use cases. We also had to ensure the content models were flexible and scalable enough to meet the growing demands of the business.

For example, for the digital posters, the fields in the CMS (where the content is authored) needed to be defined for the poster types as well as the content on the posters themselves. Some of this content was unique to the poster and some of it was sourced for other content types. (note: example is redacted for confidentiality).

Documentation

Our goal was to make the content management experience as easy and intuitive as possible. Given the nature of the content, we knew supporting documentation would be needed.

Documentation was hosted in Confluence to detail the content structures, relationships, and requirements of the models.

(documentation example shows structure, references, and a visual mapping for the app- note: it is heavily redacted for confidentiality)

In addition to static posters showing scheduled information, there were also interactive posters that were very similar to sections of the mobile app. Ensuring the necessary content was accounted for across many viewports, everything from small mobile screens to massive poster screens, was an exciting challenge.

(this image shows a colleague testing an interactive digital poster - note: identifying information has been redacted)

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