Gavin Drake, Vice President of Marketing Modernize Your Content Publishing Process
Gavin Drake, Vice President of Marketing
Modernize Your Content Publishing Process
The Fragmentation Challenge
1
66% of CEOs rate customer relationships as key to their
organizations future
IBM 2012 study of 1,709 CEOs in 64 countries and 18 industries
What Drives OutstandingCustomer Communications?
Superior Customer Experience
IMMEDIATESOCIAL & DIGITAL
SINGLE SOURCE OF TRUTHAUTOMATED
§ 2014 saw significant growth of consumers using mobile phones and tablets as the medium to access content across all online channels.
Are You Where Your Customers Are?
21%
21%
19%
15%
14%
Executives Doubt That Their Companies Are Ready For Digital Transformation
"Assessing your organization's digital readiness, how much do you agree with the following statements?"
(8, 9, or 10 on a scale of 1 [completely disagree] to 10 [completely agree])
Source: Forrester/Russell Reynolds 2014 Digital Business Survey
We have the necessary process to execute our digital strategy
We have the necessary people and skills to execute our digital strategy
We have the necessary technology to execute our digital strategy
We have the right people and skills to define our digital strategy
Our CEO seats a clear vision for digital in our business
Base: 1,254 executives in companies with 250 or more employees
Audience Fragmentation
Audience Fragmentation
PrintWeb
Audience Fragmentation
PrintWeb
Mobile
Audience Fragmentation
Web
Tablets
E-readers
Future?Print
Mobile
Fragmentation Explodes…
Manufacturer
App Store
Create
Geography
Hardware
OS
This Has a Business Cost
Creating & managing content
Reviewing content
Compliance
Publishing content
Delivering content
Doing all of this for multiple output types… Cost-prohibitive!
Content processes in use today were built for yesterday’s world.
Most organizations still think about documents and not
content
Smart ContentA Better Way
2
§ Quark's name for the next generation of XML-driven authoring and automated publishing of high-value communications
§ Puts XML in the background§ The Quark Smart Content
Schema makes this possible
What is Smart Content?
Purpose:Automate High-Value Communications Publishing
§ Content You Sell – e.g. Investment Research Reports § Content that Helps You Sell –
e.g. Product Data Sheets§ Content that Helps You Run Your Business –
e.g. Standard Operating ProceduresGoal:Provide Structured Authoring for the Non-Technical
§ Improve authoring usability for Subject Matter Experts
§ Reduce the “over control” of traditional XML Schema§ Support modern digital output requirements
Smart ContentPurpose and Goals
Microsoft has released the Windows 8 Surface 3 tablet to compete with Apple and Google.
<investment-news type=“product release” date=“2012-10-26”>
<company tkr=“msft”>Microsoft</company>
has released the <product uri=“www.Microsoft.com/surface”>
Windows 8 Surface 3 </product>
tablet to compete with
<company tkr=“aapl”>Apple<company> and
<company tkr=“goog”> Google</company>
(what the reader sees) (what the solution understands)
Smart content can be automatically formatted and enhanced for different devices and audiences. This aids discoverability and interactivity such as links to live stock ticker information for each company.
Must be styled and enhanced manually for each device and audience.
From this: To this:
Smart Content Example
§ Design “chrome” and formatting
§ Controlled branding
§ Content reuse
§ Database content
§ Protect legal text
§ Graphics and multimedia
B I U
Smart Content in Action
Smart Content Value:Cost and Time Savings
• External Authors• Internal Authors• Formatting• Self-review• Updates
• Review and Approval
• Compliance • Updates
• Index• TOC• Links/CrossReference
• Layout• Formatting• Interactivity• Conversion
35% 25% 15% 25%
100%Create Review/Approve Assembly Publishing
Smart Content Value:Cost and Time Savings
• External Authors• Internal Authors• Formatting• Self-review• Updates
• Review and Approval
• Compliance • Updates
• Index• TOC• Links/CrossReference
• Layout• Formatting• Interactivity• Conversion
With automated processes
50%Create Review/Approve Assembly Publishing
Smart Content Value:Cost and Time Savings
• External Authors• Internal Authors• Formatting• Self-review• Updates
• Review and Approval
• Compliance• Updates
• Index• TOC• Links/CrossReference
• Layout• Formatting• Interactivity• Conversion
Create Review/Approval Assembly Publishing
With content reuse
25%
15%
Smart Content Value:Cost and Time Savings
Create
Review/Approval
Assembly
Publishing
With concurrent processes
15%
Smart Content Value:Cost and Time Savings
Create
Review/Approval
Assembly
Publishing
Up to 85% Time and Cost Savings!
How to Create Smart Content
4
If the authoring experience isn’t right, Smart Content
will never be adopted
Corporate executives saw the benefit of XML authoring and wanted it
A Short History of XML Authoring
Then the users saw the demo, and that killed it
A Short History of XML Authoring
Creating XML Can Be Complicated and So Are Most of the Tools
XML editing in an XML editor: unfamiliar, complex user interface means long learning curves and high user resistance
§ Work like a word processor§ Be easy to learn and use§ Let users quickly find and to reuse content§ Enable rapid updates of content across
documents§ Make applying intelligence to the content as
simple as applying formatting§ Show the authors a preview of the final
multi-channel output without them having to wait for a designer
For Successful Business User Adoption, the tools must:
The Smart Content Tool
§ Authors can rapidly create Smart Content (XML) within a familiar word processor-like environment
§ Real-time pixel-perfect previews of content in different output formats
§ Reuse content components (text, images, charts, data) across multiple documents
§ Dynamically assemble content components for any output
§ Easily update a single source of content and manage dynamic content updates across multiple documents
Simple and Familiar User Experience
Editing Canvas
Action Pane:
Previews and Comments
Toolbar:
Emphasis, Bullets, Numbering, Images, Tables, Special Characters, Links, Find/Replace, Change Tracking, Commenting
Configurable Pane Display
Semantic Content:
Breadcrumbs
Block (paragraph) and Inline (text) “styles”
Smart Document Pane:
Section Outline, Insert, Delete, Move, and Doc Navigation, Component Reuse
Quark Publishing Platform
Customer’s App
QuarkXPress
Quark AuthorWeb Edition
High Fidelity Print and PDF
QuarkXPress
3rd Party CMS / System of Record
HTML for Web and E-mail
Gateway App
App StudioSaaS Portal
A Smart Content Workflow
XML Author
3rd party adapters:• XML Authoring• Publishing• Delivery
ECM
Who is Smart Content For?
3
§ High volume of similar documents
§ High volume of revisions§ Frequently repeated
creation processes§ Government or corporate
regulated documents§ High possibility to reuse
content across multiple documents
Best When Content Type Has Characteristics that Include:
§ Integration of data into the content
§ Translated to multiple languages
§ Delivered in multiple formats
§ Delivered with multiple different presentation styles
Industry: Financial Services & BankingBusiness Problem§ Needed to provide a positive and consistent customer
experience while ensuring compliance with governmental and internal bank policies, regulations and procedures. Had to scale capacity to accommodate a 200-300% growth in SOPs
Solution§ Enterprise publishing platform with Quark XML Author and
Quark Publishing Platform
Benefits§ Componentization of content along with automation of task
assignments and reminders significantly reduced review cycle§ Minimized risk associated with meeting regulatory
requirements by strengthening compliance and consistency§ Significantly improved productivity to boost authoring capacity
and enable the handling of two to three times the number of SOPs
§ Implemented an authoring and publishing solution that users can quickly learn and easily use
§ Codified SOP workflows into the Platform to make them an enterprise asset
Leading North American BankStandard Operating Procedures (SOPs)
Industry: GovernmentBusiness Problem§ Get regulations online§ Improve process to create, update and share
across 50 state agencies§ Improve efficiency for review and approval of over 1000
regulations
Solution§ Quark XML Author and Platform for 2 authoring interfaces
and 2 publishing formats for 300 users§ IBM Case Manager for BPM, SOR , email
integration and Push to Web portal
Benefits§ Improved, efficient process achieving online goal§ Increased discoverability
State of ConnecticutRegulations
Industry: AirlineBusiness Problem§ World’s best and fastest growing Airline (Skytrax 2013),
initiated Service Delivery Knowledge Base project, aimed at delivering personalized, contextual and timely service information needed by their 17,000 cabin crew mobile workforce
Solution§ Enterprise publishing platform with Quark XML Author for
structured authoring QuarkXPress for creating richly designed, interactive content, Quark Publishing Platform for integration with other business systems, and automated mobile delivery to tablets
Benefits§ Improved ability to introduce new products and services§ Improved ability to train 4000 staff per year§ Improved efficiency for mobile workforce of 17,000§ Improved customer experience
EmiratesCabin Crew Information
Industry: Manufacturing and TechnologyBusiness Problem§ Creation of custom datasheets was extremely labor-
intensive taking up to 1-week per datasheet. New online PowerBench tool allows configuration of custom chips and would drive an estimated additional 3,000 custom datasheets per year. This would be unsustainable with current manual approaches
Solution§ Integration of Quark Smart Datasheets Solution with the
Vicor PowerBench tool to enable custom datasheet creation by merging XML data with datasheet templates and without the need for manual intervention
Benefits§ Reduction of lead time for custom datasheets from 1-week
to 30-seconds, saving millions of dollars in datasheet production and drastically improving customer satisfaction
VicorDatasheet Automation
Industry: GovernmentBusiness Problem§ NUREG-0933 is a document mandated by the Commission and
necessitated by federal regulations. It contains Unresolved Safety Issues and medium- and high-priority generic safety issues . As such, its revision and maintenance is critical to the agency’s mission.
§ The current processes for updating, publishing, and distributing NUREG-0933 are separated among different NRC systems and offices. To date, the final product does not facilitate information retrieval and the web version is difficult to navigate. Those who produce NUREG-0933 are faced with a significant coordination and resource effort to make even minor revisions to NUREG-0933.
Solution§ Provide a structured authoring environment to facilitate reuse and
repurposing of existing NUREG; Quark XML Author utilizing DITA & integrated with IBM Case Manager and FileNet P8
Benefits§ Streamline solution for updating, publishing, and distribution the
NUREG-0933 document. The system also facilitates the process for the annual revisions in the Agency wide Documents Access and Management System repository and produces a public web site version that is easy to navigate and search.
U.S. Nuclear Regulatory CommissionNUREG 0933 (Nuclear Regulations)
Getting Started
5
Benefits§ Ensure your content and content processes
support your corporate goals§ Enhance content models and content§ Maximize content reuse§ Improve content processes and workflow
including compliance§ Streamline automated multi-channel
publishing§ Optimize translation and localization
Implement an Enterprise Content Strategy
Requirements PhaseAnalyze content lifecycle. Determine risks and challenges. Perform high-level and detailed content audit
Design PhaseCatalog information products. Design content models for published documents and source documents
Enterprise Content Strategy Project
12 Reasons to Adopt Smart Content
6
1. Lower cost and effort to create and reuse content2. Makes it easy for business users to create XML
without being exposed to it3. Faster time to market4. Reduced translation costs5. Higher quality content that is more accurate,
consistent and up-to-date
6. Enables automated publishing of high-value customer communications
7. Built to support multi-channel, highly-designed, interactive content that meets your brand guidelines
7 Business Reasons to Adopt Smart Content
1. Support for a superior authoring experience that balances the need for structure with ease of use.
2. Ability to fallback to processing based on root classes3. Easier to configure and maintain than other schema
such as DITA4. Doesn’t require complex programming to obtain the
output formatting and design required5. Lower barriers to adoption for non-technical users
5 Technical Reasons to Adopt Smart Content
Why Quark
7
Quark Software Inc.
§ Founded 1981§ Denver headquarters§ 30-years of leadership§ Global footprint§ Track record delivering
award-winning enterprise solutions
Quark Software Products
The only company to develop and deliver fully integrated end-to-end solutions that include:§ Structured Authoring§ Cross-media Design§ Marketing Content and Brand
Management§ Publishing automation§ Digital publishing
We help our customers communicate with their:
Customers Partners Employees
Quark Value
PrintWeb
We Help Customers Shift:
Web
Tablets
E-readers
Future?
Mobile
Further Information
eBookThe Beginner’s Guide to Smart Contentwww.quark.com/SmartContenteBook
Quark Web SiteQuark Enterprise Solutionswww.quark.com/enterprise
Thank You