Transcript
@arockley • #intelcontent
How to Create an Agile Content Factory
Ann Rockley
CEO, The Rockley Group Inc.
@arockley
@arockley • #intelcontent
@arockley • #intelcontent
What is Agile?
• The methodology associated with Agile was developed for the software industry to speed up the development of software
• Prior to Agile, the most common software development process was the Waterfall process (sequential through the lifecycle)
• Rather than waiting until everything is finished Agile creates iterative interim deliverables that are assessed and rapidly updated
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Benefits of Agile
• Speed-to-market• Flexibility/Agility• Business engagement/Customer satisfaction• Quality and consistency• Reduced costs/increased resource availability
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Situation
• Manage and publish our content in new ways• Rushing to make deadlines so get content ‘in’• Look to technology to solve problems• Multiple silos all over the organization
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Current processes• Authors continue to put together content based on their
perceived way for how the content should be written/created• Rush to address the ‘now’ and forget about the ‘future’• Content is duplicated over and over again• Silos limit awareness of what content already exists• Customer needs are fragmented across silos• Translation/localization is “not my responsibility” or “not
really sure what happens to it for translation”
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Manufacture content don’t handcraft it!
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"Ford assembly line - 1913" by Unknown - http://www.gpschools.org/ci/depts/eng/k5/third/fordpic.htmhttp://toolkit.archives.gov/exhibits/twww/ image. Licensed under Public Domain via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Ford_assembly_line_-_1913.jpg#/media/File:Ford_assembly_line_-_1913.jpg
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WE CAN MANUFACTURE CONTENT TOO!
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How to manufacture content
• Modularize content• Create guidelines/best practices for content chunk/topic size• Pre-define content structure and uses of those structures• Design for your future use of content, not just current• Develop structured writing guidelines and incorporate
terminology management
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Define content structures
• What are your content structures?• What are you content assemblies?• When do you use each of the structures?• What is mandatory in the structure and what is not?
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Content model
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Tweet, promo, facebook
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Tweet, promo, facebook
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Brochure, Facebook
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Desktop web
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Structured writing guidelines
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Beyond reuse/multichannel
• Personalized content/dynamic delivery based on• Industry vertical• Preferences• Etc.
• Content in apps• Content as product• And more
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Control content
• Develop reuse governance• Develop a taxonomy and define metadata best practices• Develop workflow now, not later• Automate workflow• Automate publishing
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Reuse governance
• What content can be reused?• How it can be reused (identically or with change)?• Who is allowed to change reusable content?• Where/when it can be reused?
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Localization• Content is chunked into components rather than documents• Modules that are unchanged that have previously been
translated are not translated again• New/changed modules are translated when they are approved,
no need to wait for the entire “document” to be complete• A PDF of the section or document is provided to ensure that
sufficient context is available for effective translation• When something changes, only the changed module needs to be
retranslated
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Terminology management
• What are your style guidelines?• What terms are acceptable?• What are your grammar rules (comma/no comma,
capitalization, abbreviations)?• Can these rules be automated?
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Metadata
• Metadata is critical for the effective selection and delivery of content
• Metadata can identify:• Audience• Region• Product• ‘Situation’
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Workflow• Workflow allows us to control our content throughout its lifecycle
• Roles• Tasks• Interactions• Dependencies• Wait states• Approvals• Exceptions• Tracking metadata (attributes)
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Workflow
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Automate publishing
• Hand-off publishing• Templates/stylesheets• ‘Pour’ content into stylesheets• Refine stylesheets for optimum display, but never with
content in it• Content should only be changed in source
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An Agile Content Factory is:
• Based on the manufacturing paradigm• Modular• Consistently structured for infinite use and reuse• Adaptable• Managed
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Ann RockleyCEOThe Rockley Grouprockley@rockley.com
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