Copyright © Joe Gollner 2014 Content Strategy, Technology, Engineering, Management & Solutions (STEMS) @joegollner
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Copyright © Joe Gollner 2014
Content Strategy, Technology, Engineering, Management & Solutions
(STEMS)
@joegollner
Content STEMS: A Practical Introduction
Workshop Objectives
Provide grounded definitions for the terminology usedwhen discussing:
• Content Strategy
• Content Technology
• Content Engineering
• Content Management
• Content Solutions
Provide an integrated framework that connects these definitions into a coherent whole that can be usedto organize discussions & projects
Intended Audience
Technical CommunicatorsPeople with many new terms, tools & techniques swirling around them
Content Strategists & Solution ProvidersPeople who are creating & swirling the new terms, tools & techniques
Tenth Cybernetics Conference (1953)
A Changing Worldfor Communicators
Core Definitions
Fundamentalbuilding blocks
The Content Life Cycle
A Structured Approachto Content Strategy
The Road to Effective Content Solutions
Workshop Topics
Albert Einstein by Yousef Karsh (1948)
A Changing World for Communicators
Frederick Winslow Taylor – Scientific Management
A Global Economy calls for
Continuous process improvement
Maximized automation
Dynamically tailored products
Localized delivery & support
Reconfigurable supply chains
This Demands
Standardized parts
Flexible & dynamic assembly
for products, services, information& therefore content
The Facts of Business Life
The Practice of Management
(1954)
Peter F. Drucker
The Industrial Context
Design & Manufacturing of Products is changing
Driven by flows of digital information
Product Information is an integral part of the product itself
Product information• Complex & dynamic
• Aggregated from Suppliers
• Shared with Customers
• Evolved by Users
Escalating precision• Automated processes
• Continuous collection & useof analytical data
• All product componentstracked & handled usingautomation…
Extreme Localization
Product localization is taken to its logical conclusion
Products need to be completely localized• Hardware
• Software
• Services & support
Increases configuration complexities
Increases rate of design change
Product informationlocalization reflects
Language differences
Market differences
Cultural differences
Legal differencesGlobal Shipping Patterns
Competitive Pressures
Competitive forces are driving down tolerances
Savings and reductions must be found everywhere• Cycle times
• Transaction costs
• Inventory needs
• Administrative overheads
• Support demands
• Modification expenses
• Legal liabilities
Product information is onearea where savings must be found
Modernization of product information processes is onemechanism for realizing broad savings & improvements
Fiscal Pressures
The All-Seeing Eye of Financial Management
Nowhere to hide
Insatiable thirst for performance data
Limited taste for innovation
Declining tolerance for risk
Technical Communication
Must be integrated into thebusiness & product life cycles
Must adopt prevailing patterns
Must provide data metrics
Must be continually optimized
Must work with existing capabilities Charlie Chaplin – Modern Times (1936)
Technical Pressures
Infrastructure rationalization
Standardization of technology environments
Outsourcing of technology development & support
The Technology Environmentsused by Communicators
Come under intense scrutiny• Too specialized for
mainstream resources
• Too different frommainstream technologies
Run the risk of becoming orphaned investments
Often seen as a cost & complexitythat should be “externalized”
The business of communicationis changing at an accelerating pace
All these changes are converging & happening at the same time
Previous tools & techniques ofcommunication will not suffice
We actually have to consider what it is we need to actually manage
It’s the Content….
The Birth of Content
(1932)
Content
Information
Publishing
Documents
Related Terms
Back to Basics: Key Definitions
Richard Feynman
Content & Information
ContentIs what we plan, design, create, reuse & manage so that we can deliver effective information transactions
Content is potential information(an asset)
InformationIs the meaningful organization of datacommunicated in a specific context with the purpose of influencing others
Information is a transaction (an action) that contains & delivers Content
Content ComponentsText Modules
Media Resources
Data Sources
Relationship Links
Metadata Properties
Concept Taxonomies
Assembly Maps
Governing Models
Validation Criteria
Processing Rules
Distribution Rights
Formatting Instructions
Authority Precedents
This is the implication of the phrase
“potential information”
An information transaction is composed
of numerous content components
coming together to create an effective
information experience
Content & Information: In Practical Terms
Contentus / Contenta / Contentum:that which is assembled & contained
Ingredients
Tools
Procedures
Packaging
Presentation
The Definition of Content
Web Content
The content delivered to the web
Component Content
Modular & reusable content
Intelligent Content
Portable & Processable
Adaptive Content
Retains intelligencewhen published so asto be responsive to devices & user needs
Content – properly considered – covers them all
Variations on the term Content
Publishing
The process of transforming content assets into information productsthat can be effectively transacted.From “to make public”.
Documents
Documents are the persistent form of information transactions that are exchanged as part of a business event. Documents are a fact of life. They provideevidence of decisions, processes & events.Documents can take many forms.
Publishing & Documents
Information Disciplines
Seattle Engineering Plan Vault (1936)
Information Technology
Tools for moving, processing & tracking information transactions
Information Security
Protecting information transactions
Information Management
Governance & Accountability
Information eDiscovery
Meeting court requirements
Information Architecture
Frameworks for discovery
Information Experience
Ensuring effective usability
Note: These disciplines only
consider the content indirectly
& only in its published form
Content is defined as “potential information”- as what we manage in order to deliver effective information transactions
Information is a transaction that delivers content to a specific audience in a specific form in order toinfluence (inform) its behaviour
These definitions make a very fine distinction between content & information.
This distinction is important because it makes management & sustainable improvement possible – first for content & then for information
Review: Core Definitions
Background
Regulatory Agency for the Energy Sector managing:
• Regulations
• Process Documentation
• Submissions
• Public Consultation Outcomes
• Judgments
Pressures:• Growing volume & complexity of regulations & submissions
• Growing complexity of the consultation process
• To bring costs under control or even reduce them
• Maintain or even shorten the process cycle times
Case Study: Regulatory Structured Content
Three Key Ingredients
Top Tier Management Consulting Firm• Conducted a comprehensive process review
• Collaborated with stakeholders to re-envision the future
Content Management Consulting Firm• Facilitated a wide-ranging analysis & modeling activity
• Developed target content models with rich semantics
Content Management & Publishing Technology Vendors• Engaged to tailor their tools to support
• The re-envisioned business process
• Fully-customized content authoring environments
• Sophisticated shared management & publishing services
Case Study: Regulatory Structured Content
What Happened? Complete Disaster! But why?
The Content Life Cycle
Norbert Wiener Lecturing on
Cybernetics (the Science of Communication and Control)
Needed a Model that would
Align with the fundamental definitionof content as potential information
Provide a prominent & practicalposition for the ascendantpractice of “Content Strategy”
Properly situates the historicallyprominent practice of “Content Management”
Provides a prominent position for “Content Engagement” to reflect the rise of social media, user generated content, user analytics, and linked open data sharing
The Content Life Cycle
Norbert Wiener
Content Life Cycle: Core Activities
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
How we acquire the content assetsthat we need to deliver the necessary information transactions
Content Acquisition encompasses
Designing content
Creating content
Converting contentfrom legacy sources
Licensing contentfrom third parties
Content Acquisition
ContentAcquisition
Key Focus Points:- Maximize quality- Minimize costs- Support authors- Streamline conversion- Formalize & optimize
supplier channels
Content Delivery
Assembles then
Publishes
content to deliver information products that can be effectively transacted
Starts from information needs and works backward to expedite the delivery of the necessary renditions
Content Delivery
ContentDelivery
Key Focus Points:- Satisfy user needs- Enhance the confidence of users- Exploit the capabilities of available technology - Contain costs & complexity
Content Engagement
ContentEngagement
Content Engagement
Tapping into user experiences
Soliciting user feedback
Incorporating user contributions
Leveraging user analytics
Measuring user effectiveness
Facilitating user collaboration
Sharing content with othersKey Focus Points:- Establish a vital link between the content & its users- Encourage & facilitate user contributions- Monitor user activity to see how content is being used- Drive content evolution with user feedback- Push feedback to Product Management
Content Management
ContentManagement
Content Management
Protecting content value• Security
• Recovery / Roll-back
Facilitating Reuse• Discovery (what can be reused)
• Reference (designating reuse)
• Reporting (monitoring reuse)
Facilitating content workflows• Editorial
• Production
Managing links to dynamic data sources
Reporting on content & content processes
Key Focus Points:- Control access- Facilitate reuse- Formalize processes- Facilitate change
- content- processes- users
Best Practice: Maintaining Life Cycle Balance
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
Over-emphasis on any one area can be a problem
Introducing Content Strategy
A strategy is a plan of
action directed towards
achieving a long-term goal
through the coordination,
integration and application
of the resources and
capabilities available to
an enterprise
Key Points
- It is a plan of action
- Seeks to achieve a long-term business goal
- Leverages available resources & capabilities
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
Content Strategy
A Content Strategy seeks to make content a strategic asset that can be leveraged by state-of-the-arttechnology to achieve concrete business goals.
Critically, it will determine what content is needed and it will explain why.It will justify the investments that need to be made.
The Tao of Content Strategy
Introducing a Measurement Framework
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For a Content Strategy to be a genuine plan of action,
it must deploy measurement in order to target & monitor investments.
Content Metrics reflect the measurements that an organization
deems important. The first step is determining what needs to be measured.
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Content Metrics
“As Is” Current Score: 45 “To Be” Target Score: 281
Content Strategy: Example Evaluation FrameworkEvaluation Criteria
CompetitivenessConsistency
ResponsivenessMaintainability
MeasurabilityUsability
What is being EvaluatedBenchmark comparisons against comparable organizationsThe consistency of content details across the collection (measure of reuse)The extent to which new demands can be met quickly & affordablyMaintainability & supportability of the overall solutionCompleteness & quality of the measurement data providedEfficiency & intuitiveness of all user interactions (supporting user success)
Score Assigned0 – No Score2 – Poor4 – Weak6 – Fair 8 – Good10 – Excellent
Optional Weighting SchemeApplied to Evaluation Criteria0.5 – Less important1.5 – More importantEvery criterion weighted as more important must be balanced by one that is rated as less important
Capability LevelNone
MinimalInadequate
AdequateCompetitive
Industry Leading
Evaluation Method
Scoring MethodScores are assigned to each criteria for each quadrant & averaged. The area of the polygon that results is the total score.
CD
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CM
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8.8
P1: Phase 1 P2: Phase 2 P3: Phase 3
Content Strategy: Planning Summary Worksheet
CA
CD
CM
CE
ImprovementPhase 1: Demonstration Capability
Budget: CA
CD
CM
CE
Phase 1 ScorePhase 1
CA
CD
CM
CE
As Is ScoreCurrent State: Key Shortcomings
CA
CD
CM
CE
ImprovementPhase 2: Working Capability
CA
CD
CM
CE
Phase 2 ScorePhase 2
CA
CD
CM
CE
ImprovementPhase 3: Production Capability
CA
CD
CM
CE
Target ScorePhase 3
Business Priorities
User Priorities
System Priorities
Content Strategy: Planning Summary Worksheet
A summary of planning details that can be used to distill key ideas and details. The discipline of identifying principle objectives in each phase, and matching these to schedule and budget boundaries, can be a very effective way to focus project activities.
Schedule:
Budget:
Schedule:
Budget:
Schedule:
The Demonstration Phase of a project should focus efforts on delivering business capabilities that will engage executive stakeholders who will have the authority to support & sustain the full range of investments that will be required.
The Working Phase of a project should focus on enhancing the productivity of all users within a redesigned content process.
The Production Phase of a project should focus on establishing a cost-effective, sustainable and
scalable environment that makes the most of open standards and adaptable technologies.
Content AcquisitionCA Content DeliveryCD Content ManagementCM Content EngagementCE
+
+
+
The key innovation to be implemented during each phase
and in each quadrant (CA, CD, CM, CE)
should be identified briefly (e.g., Browser-based editing for CA)
Total Budget
Total Schedule:
Migration to Structured Authoring Tool CA 1.6
CD 2.0
CM 1.4
CE 1.3
ImprovementPhase 1: Demonstration Capability
Budget:$85,000
CA 7.3
CD 4.8
CM 3.9
CE 5.3
Phase 1 ScorePhase 1
New Web based online deliverable
Introduce standardized metadata & workflow
Provide online feedback & discussion capability
Proprietary Authoring Tool with moderate discipline CA 5.7
CD 2.8
CM 2.5
CE 4.0
As Is ScoreCurrent State: Key Shortcomings
PDF Deliverables provided online
Custom In-house Management Database
Customers provide feedback using PDF comments
Introduce Refined Reuse Practices CA 0.9
CD 2.2
CM 1.1
CE 1.5
ImprovementPhase 2: Working Capability
CA 8.2
CD 7.0
CM 5.0
CE 6.8
Phase 2 ScorePhase 2
Provide dynamic tailoring of content by user type
Introduce enhanced quality assurance processes
Introduce improved analytics & success measures
Provide authoring assistance tools CA O.9
CD 2.0
CM 3.1
CE 1.1
ImprovementPhase 3: Production Capability
CA 9.3
CD 9.0
CM 8.1
CE 7.9
Target ScorePhase 3
Introduce mobile version of deliverables
Introduce new content management system
Introduce user profiles & reputation status
Business Priorities
User Priorities
System Priorities
Content Strategy: Planning Summary Worksheet
A summary of planning details that can be used to distill key ideas and details. The discipline of identifying principle objectives in each phase, and matching these to schedule and budget boundaries, can be a very effective way to focus project activities.
Schedule:4 months
Budget:$100,000
Schedule:4 months
Budget:$200,000
Schedule:4 months
The Demonstration Phase of a project should focus efforts on delivering business capabilities that will engage executive stakeholders who will have the authority to support & sustain the full range of investments that will be required.
The Working Phase of a project should focus on enhancing the productivity of all users within a redesigned content process.
The Production Phase of a project should focus on establishing a cost-effective, sustainable and
scalable environment that makes the most of open standards and adaptable technologies.
+
+
+
The key innovation to be implemented during each phase
and in each quadrant (CA, CD, CM, CE)
should be identified briefly
Content AcquisitionCA Content DeliveryCD Content ManagementCM Content EngagementCE
Total Budget
Total Schedule:
$385,000
12 months
Content Strategy: Sample Project Worksheet
Grounded Content Strategy
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ContentStrategy
A grounded Content Strategy is one that identifies concrete & measurable
objectives for balanced investments in the Content Life Cycle.
Content Strategy & the Content Life Cycle
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
A continuously evolving Content Strategy
will drive a continuously improving Content Life Cycle
which delivers continuously increasing benefits to the enterprise
So How does a Content Strategy become Reality?
Content Technology > Engineering > Solutions
Content Technology
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
Content Engineering
Content Solutions
Content Technology
Technology that has been specifically designed to create, store, manage & process content with all its complexity including content that has been optimized for portability & processability using open standards
Content exhibits highlycomplex structures
• Data arrangements (tables)
• Integrated media resources
• Cross-references
• Pattern nesting
• Variable occurrence
• Rhetorical framework &techniques designed to guide users
Content Technology
Content Acquisition
Adapting to the actual structures encountered in content
Facilitating acquisition tasks
Content Acquisition
ContentAcquisition
Authoring tools:
XML Editors /
Augmented Word Processors /
Online Editing Environments
Conversion services:
Full Service Providers / SaaS Options
External sourcing:
Aggregation & validation processes
Content Delivery
ContentDelivery
Print Delivery
Deliver
- Resolve
- Compile
- Publish
Content
Re
so
lve
Publish
Deploy
Digital
Products
Deploy
Printable
Products
XML
XHTML
HTML5
OOXML
PDF / EPS
InDesign
Quark
MS Word
Templates
Output Plan
(Map & View)
Assets
Rules
Ou
tpu
t V
aria
nts
Re
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er
Tra
nsfo
rma
tio
ns
Compile
Content
Digital Delivery
Content Delivery
Selecting what content to include
Resolving all reuse relationships
Filtering content for each “view”
Compiling content into a form that can be efficiently rendered
Rendering formatted representations
Deploying delivery packages
Open Source Options:
DITA OT / FOP
Transformation Tools:
Saxon / MSXML / OmniMark
Formatting Tools:
AntennaHouse / RenderX /
FrameMaker / InDesign…
Content Engagement
ContentEngagement
Content Engagement
Numerous options for engaging users• Wikis
• WCMS facilitating
• Comments
• Rating
• User Tracking
• “Smart” online help
• Dynamic delivery solutions
• Commercial
• Custom
Dynamic Delivery: SDL LiveContent / SuiteShare
Help Publishers: WebWorks / MadCap / RoboHelp
XML Databases: Ixiasoft TextML / MarkLogic / EMC Dynamic Server
Social Media / WCMS: MindTouch, Ingeniux,…
The most complex scenario
arises when content is published
into partner application environments
and usage data & feedback is
harvested from those systems
Content Management
ContentManagement
Content Management
Wide-range of implementation options
Numerous commercial offerings• Different price ranges
• Different storage architectures
• Different levels of product maturity
• Different levels of internal integration
• Different levels of external integration
• Different levels of portability across industries
Key Criteria: Adaptability
CCMSs: Trisoft / Ixiasoft / Bluestream / Componize / Astoria + Vasont / …
Augmented CMSs: DITAExchange with SharePoint / Documentum / …
SaaS Alternatives: EasyDITA / DocZone
Customization of Existing Infrastructure: Common approach but not without problems
Content Engineering
Content Engineering:
The application of engineering discipline to the
design, acquisition, delivery, management, and use
of content and to the technologies
deployed to support the full content life cycle
The Language of Content Strategy
A Definition of Engineering
Engineering:
Engineering is the application of scientific principles to the
design, development, support and use of systems which are
themselves made up of structures and processes.
Engineering entails the
methodical & documented use of
precedents
standards
experiments
measurements
tests
best practices
past experience
state-of-the-art
technology
Content Engineering: Building Content Solution
ContentAcquisition
ContentDelivery
ContentEngagement
ContentManagement
• Analyze information requirements
• Analyze content sources
• Model content structures & semantics
• Determine validation criteria
• Design information products
• Model content processes
• Implement content processes
• Implement validation processes
• Design information interactions
• Validate usability against user task success
• Design, implement & deploy content engagement platform
• Implement validation processes
• Design & implement management regime
• Design & implement workflows
• Design & implement reporting services
• Design & implement user support services
Content Standards
Defined & maintained by a community with common or shared interests to facilitate interoperability & better overall results
Prominent Content Standards
Extensible Markup Language (XML)A very widely used standard for interchangeable data
Darwin Information Typing Architecture (DITA)A popular protocol for implementing topic-based XML content
XML Stylesheet Language Transformations (XSLT)Widely used method for transforming XML into other forms
HTML5Ascendant format for web content with an XML serialization
Focus: Content Standards
Focus: Content Conversion
Interaction
Modify
Conversion
Process
Source
Analysis
Source to
Target
Mapping
Subject
Matter
Experts
Execute
Conversion
Process
Result
Analysis
Identified
Issues
Validation &
Verification
Application
Tests
Interaction
Legacy
Source
ContentModified
Conversion
Rules
Example
Set
Sample
Set 10%
Complete
Set 100%
1
2
3
Target
XML
Schema
Manual
Editing
Guidance
Complete
Existing
Conversion
Rules
There is no magic but organizations typically underestimate how well this can be done
Taxonomy
metadata
metadata
Link Network
Ontology
Topic
Topic
Topic
Topic
Focus: Ontologies, Taxonomies & Metadata
The Meaning of Metadata
Metadata categories and values relate content to aspects of an Ontology
The Ontology provides the context for metadata
Ontologies
Describe a domain of knowledge
Can be used as the basis of:• Taxonomies (classification schemes)
• Composition Trees (part-ologies)
• Link networks
• Context driven navigational aids
Focus: Link Management
Increasingly important
Increasingly complex
Link Analysis
Demandssignificant processing
Often a pointof solutionweakness
Link generationbecoming a more common tactic
metadata
metadataOutbound Link
Transclusion Link
Inbound Link
Link Base
Bidirectional
External Link
Link Analysis:
Outbound Links: Intact or broken
Transclusions: Where used
Inbound Links: Track-back / Where cited
External Links: Network participation
Focus: Validation & Transformation
Content Validation & Verification
Schema structural rules
Rules governing content values
Establishing conformance
Content Transformation
Continuous process of improvement
Parse, validate, align, verify…repeat
Manipulation of many content types
Validated Outputs
Inputs to rendition processes
HTML outputs & XML outputs
Data outputs for applications
Transformation
Processing
Outputs
Content
Instance
Schema
Rules
Structure Validation
Content Verification
Content Engineeringmarshals the capabilitiesof the available Content Technologiesto realize a Content Solution that delivers tangible business results
Content Solution support the efficient operation of the Content Life Cycle & its ongoing evolution
Content Solutions
Technology
Knowledge
Busi
ness
ContentSolutions
Cont
ent
Man
agem
ent Know
ledge
Managem
ent
BusinessSystems
Documented & Integrated
Glo
bal &
Dyn
amic
Open &
Extensible
2002 – Initiative to Digitize Drug Information Products
Case Study: Pharmaceutical Portal
Single Source
of dynamically
published content
Online information about medications proved to be
much more useful than the older printed reference
books. Publishing revenues increased. Content
timeliness improved.
Highly successful project
Rapid development of prototype allowed • The opportunity to be validated with customer community
• New requirements to be refined & incorporated into portal
Content conversion challenges overcome• Initial strategies introduced to provide “good enough” results
• Long-term strategies designed for more advanced results
Emphasis placed on delivering a new capability & engaging users
Key Success Indicators
Same solution in use more than 10 years later
Same solution supported addition of a new mobile channel
Challenges: Customer was drawn into several expensiverounds of investment in inflexible CMSs…
Case Study: Pharmaceutical Portal
Data > Information > Knowledge > Content?
How does content fit in?
DataThe meaningful representationof experience. The building blocksof communication.
KnowledgeThe meaningful organization of information expressing an evolving understanding of a subjectand establishing the justified basis for judgement and therefore the potential for effective action
Information
Data
Knowledge
Content
Substantiated Information Content is the most valuable
asset an enterprise has – it is Liquid Knowledge
Content Solutionsultimately impact high-level business operations
Customer experience
Customer-driven Product Management
Supply chain integration
Business Process Management• Lean manufacturing & Six Sigma
Innovation Management• Intellectual Property Management
• Cross-enterprise collaboration
This is not what most Technical Communicators see themselves doing but this is where the future lies…
The Importance of Content Solutions
The world in whichcommunicators workis changing rapidly
These changes are forcingorganizations to revamphow they design, process& manage their content
Leveraging open standards & automation in order to integrate content, and contentprocesses into the business landscape
These changes cannot be avoided but they can be positive if embraced & leveraged…
Summary
Alan Turing
& Colossus
Making Connections
Joe GollnerGnostyx Research [email protected]
Twitter: @joegollner
Blog:The Content Philosopher
www.gollner.ca
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