What is structured content?
Structured content is information that is created within a predictable paradigm so that it can be single-sourced with some reliability. One of the advantages of structured content is that it can be moved around and taken out of context and still be relevant to the user. Content that facilitates this type of re-use or re-purpose requires a consistent structure.
Structured content is extremely versatile in that it can be reused in innovative ways both in print and in online media. The structure determines what makes up each chunk of information, where everything goes in order to ensure that each chunk is a complete unit.
While content reuse is not a new concept, users of online products have developed a new attitude towards how information is used. For example, the emergence of Web 2.0 and concepts like mashups (the mixing together of various information types to create something new) reveal that increasingly, information is being separated from its original context in ways that allow for new and exciting forms of reuse. Since the user behavior cannot be predetermined, content must have a service-oriented architecture in that structure must serve the user. Content at all levels of granularity must be complete in order to produce technical communication products that are consistent in structure and effective both in their original context as well as when reused innovatively.
Designing Structured Content
Designing structured content requires you to create an information model. DITA, one type of information model, allows you to include or exclude topics from a document without breaking the document’s structure.
An example of content portability is the inverted pyramid used in the creation of news releases. In this model, the first information chunk addresses who, when, where, what, and how. This first chunk of information can be used on its own, without the supporting details in the remainder of the news article. This model is contrary to the conventional pyramid structure in which the largest information chunk is presented last and evidence and supporting details appears first.
How Structured Content Improves Usability of Emerging Online Information Products
In today’s Internet environment, we often have no control over how our online information is syndicated or who the users are. There is simply no way to control where content will end up once it has been released. Within the construct of Web 2.0, users are creating mashups by bringing together different data, information and applications from different places on the Web, and merging them into a consolidated application. The result is information products that are even more useful in meeting their immediate needs than the sum total of the original parts.
When information is brought together in this manner, the quality of the new products is determined largely by the quality of information chunks from which they are compiled. Their usefulness is judged by the degree to which each information chunk conveys complete information and how effectively the content structure conveys information. Ultimately, success is determined by whether users can find what they need with minimum effort.
In summary, technical communicators must develop the skill of creating structured content to meet the changing needs of their various audiences. This skill is invaluable in every form of technical communication. As we experience the merging of evolving technology and information, we must embrace our power of creating content that can be used in a dynamic environment.
