I recently had the distinct pleasure of becoming a MINI Cooper owner. (That’s me looking happy.) The delightful experience of picking out and getting to know my MINI got me thinking about content architecture in a new way. Architecture connects content strategy and content management. Because architecture isn’t visible and might seem dry, it sometimes gets short shrift. Getting the MINI reminded me why architecture deserves more of our attention. 1. Architecture Balances Consistency + Flexibility You recognize a MINI when you see it. The MINI Cooper size and shape, for example, is consistent across MINI Coopers. And, yet, hardly any two MINIs are exactly alike. How does MINI achieve this paradox? Through clever structure. MINI offers a unique but simple system of options within that unmistakable MINI size and shape. Color is only the start. You can make the roof and body different colors. Feeling sporty? Add some stripes to the hood or checkered pattern to the mirror.

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The Author

Colleen Jones is the CEO of Content Science and cofounder of ContentWRX. She regularly consults with executives and practitioners to improve their strategy and processes for content. Colleen shares insights and guidance from her experience in these highly rated books:

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