Content Models Define the Structure of Content
Overview
Content strategy and information architecture are sister disciplines—content strategy defines what content is created and why, while IA structures how it’s organized and accessed. Together, they shape meaningful, usable experiences. A content model supports this by structuring content types, relationships, and behaviors for scalable, reusable, omnichannel content across platforms like Contentful and Mailchimp.
Why Is Content Strategy Considered the Sister of Information Architecture?
Content Strategy and Information Architecture (IA) are deeply interconnected disciplines:
Content Strategy | Information Architecture |
Focuses on what content is created, why, and for whom. | Focuses on how content is organized, structured, and accessed. |
Ensures content is useful, usable, and purposeful. | Ensures content is findable, navigable, and logically grouped. |
Involves editorial planning, voice/tone, governance. | Involves taxonomy, labeling, navigation, and hierarchy. |
They are considered sisters because:
They co-create the user experience: Strategy defines the message; IA defines the delivery.
One without the other leads to disconnected or ineffective content.
Together, they ensure content is meaningful, structured, and accessible.
What Is a Content Model?
A content model defines the structure, relationships, and behavior of content within a digital space—such as a website, app, or marketing platform. It acts as a blueprint that outlines:
Content types (e.g., Blog Post, Product, Author)
Fields within each type (e.g., title, image, body text)
Relationships between types (e.g., a Blog Post references an Author)
Rules for how content is created, reused, and displayed
A well-designed content model ensures content is consistent, scalable, and reusable across channels.
Content Modeling Best Practices
Start with User and Business Needs
Understand your audience and content goals.
Align structure with user journeys and business objectives.
Design Modular Content
Break content into reusable components (e.g., CTA blocks, testimonials).
Avoid monolithic content blobs.
Use Clear Field Types
Choose appropriate field types (text, media, reference, boolean).
Add validations (e.g., required fields, character limits).
Define Relationships
Use references to link content types (e.g., Blog Post → Author).
Normalize content to avoid duplication.
Plan for Omnichannel Delivery
Keep content presentation-agnostic.
Structure content for reuse across web, mobile, email, etc.
Document and Test
Create diagrams and documentation.
Populate with real content to validate the model.
Best Practices for Brands Using Content Models in Marketing
Below are some best practice for brands employing content models in their marketing strategies.
Create a Single Source of Truth
Centralize content in a headless CMS to ensure consistency across channels.
Enable Personalization
Use structured content to dynamically assemble personalized experiences.
Support Agile Campaigns
Modular content allows marketers to quickly build and adapt campaigns.
Integrate with Marketing Tools
Ensure your content model supports integration with platforms like Mailchimp, CRMs, and analytics tools.
Measure and Optimize
Use structured data to track performance and iterate on content strategy.
Using Contentful to Define a Content Model
Contentful is a headless CMS that supports structured content modeling.
Steps:
Create Content Types:
Example: Blog Post, Author, Category, CTA Block.
2. Add Fields:
Use field types like:
Short text (title, slug)
Rich text (body)
Media (images)
Reference (author, category)
Array (tags)
3. Set Validations:
Required fields, unique slugs, character limits.
4. Use References:
Link entries across types for modularity and reuse.
5. Test and Iterate:
Use sandbox environments to test changes safely.
Mailchimp Content Creation Tools & Integration
Mailchimp is a marketing platform with tools for content creation and delivery.
Content Tools
Email Builder: Drag-and-drop editor for campaigns.
Content Studio: Centralized asset library.
Campaign Templates: Reusable layouts for newsletters.
Dynamic Content Blocks: Personalize content based on audience segments.
Integration with Content Models:
RSS-to-Email: Use RSS feeds from your CMS (e.g., Contentful) to auto-generate newsletters.
Zapier / Make: Automate workflows (e.g., new blog post → email draft).
Custom API Integration: Pull structured content into Mailchimp templates.
Using Contentstack in Your Content Modeling Process
Contentstack is another headless CMS, ideal for enterprise use.
How to Use It:
Create Content Types:
Define types like Product, Blog, FAQ.
Use Modular Blocks:
Flexible content sections (e.g., Hero, Testimonial, CTA).
Define Relationships:
Reference other entries or groups.
Localization & Workflows:
Built-in tools for multilingual content and editorial workflows.
Integrations:
Use APIs, webhooks, or middleware to connect with Mailchimp or other platforms.
What to Expect from Universal Equations UX Services
Universal Equations, which offers user experience services including content modeling, provides:
Strategic Services
Content Audits: Evaluate existing content and identify gaps.
User Research: Understand audience needs and behaviors.
Information Architecture: Organize content for usability and discoverability.
Content Modeling Expertise
Model Design: Define reusable, scalable content types and relationships.
CMS Implementation: Set up models in platforms .
Governance: Establish rules for content creation, review, and publishing.
Integration & Workflow
Tool Integration: Connect CMS with marketing tools.
Workflow Automation: Streamline content production and delivery.
Training & Documentation: Empower teams to manage content effectively.
References
[1] Thunberg, Sebastian. "Further Development of Scheduling Functionality for Graphical Elements in the Content Management System Contentful: Development of custom applications using Contentful SDK." (2023).
[2] Anderson, Josh, Kathryn Torriano, and Peihong Zhu. "Understanding information architecture." 2 Oct. 2020,
[3] Ofori, N. Queeneth, and C. Bright Opara. "GLOBAL CONTENT MODELS AND BRAND ALLEGIANCE IN FAST MOVING CONSUMER GOODS COMPANIES IN RIVERS STATE." BW Academic Journal (2025).
