A content model versus design system

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A content model distinct from a design system is crucial for an effective omnichannel content strategy. It is important to emphasize the importance of creating a semantic and connected content model that focuses on the nature of the content rather than its visual presentation.


The first important distinction to make is that content models should define semantics rather than layouts – substance before form. Rather than focusing on the appearance of content, a semantic content model uses types and attributes that reflect its meaning (H1, H2, H3, etc.). This allows delivery channels to understand the content and prioritize terms appropriately.

So, happy first
Another essential aspect of an effective content model is its ability to connect content rather than fragmenting it into independent pieces. This is why a good content model will allow its consistent use across multiple channels. For example, in an article or essay, different parts of content, such as headings and paragraphs, need the overall context to be understandable. By connecting these elements, content remains consistent and easy to manage, regardless of the delivery channel used.

The benefits of a semantic and connected content model
Separating content from its visual presentation also makes design updates easier without requiring major content changes. By avoiding tightly tying content to a specific design, it becomes easier to make visual changes without disrupting the integrity of the content itself.

A “semantic” content model allows you to better optimize content SEO using standards such as Schema.org. By making their content more intelligible to search engines, websites considerably improve their visibility in results thanks to clear and structured information.

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