| Term | Description |
|---|---|
| Content Item | An instance of a content type. For every content type, there are many content items. Content types specify what attributes a content item can have (e.g. it's the cookie cutter). When a content item (the cookie) is created a copy of the content type is made and values assigned to each of those attributes. |
| Content Attribute | A property within a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is. Also commonly referred to as: Property, Field, and Element. |
| Content Type | A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content. A content type is a unique, re-usable, value-creating unit of information. |
| Content Module | A content module is a collection of highly-cohesive content types. |
| Content Package | A content package is a collection of content items. |
| Instantiation | The creation of a content item from a content type. |
| Content Model | A content model is a formal representation of structured content as a collection of content types and their inter-relationships. |
| Content Relationship | A content relationship expresses the way one content type relates to another. |
Inside the machine
Most executives treat AI as a technology decision. I think it's an operating model decision. That's a different conversation entirely. I'm Cleve Gibbon, a transformation executive at Omnicom. I write about what AI and agentic systems are doing to how large organisations work — the governance, operating models, and management disciplines that need to change before the technology pays off. Written from inside the machine, not above it.