Thinking Strategically About Content by Scott Abel, The Content Wrangler Localization World Singapore, April 12, 2013
Jul 15, 2015
Thinking Strategically About Contentby Scott Abel, The Content WranglerLocalization World Singapore, April 12, 2013
content marketersocial media choreographerXML evangelisttrouble-makertechnical documentation expertmagazine columnist/bloggerconference presenterconference organizerinstructor UC Berkeleynightclub dj
my personal metadata
content?what is
Content is the lifeblood of your organization. It’s the stuff thathelps you accomplish your business goals.
Ann Rockley @ARockley
content?what is
There are many types of content. Some content is aimed at internal audiences, other content is created for external audiences.
content strategy?what is
Content strategy is a repeatable system that governs the management of content throughout its entire lifecycle.
Rahel Bailie @RahelAB
content strategy?what is the purpose of
It’s about envisioning the future of content -- its development, management, delivery -- and creating a plan that helps us leverage content to achieve our future goals.
content strategyimportant, but not
Strategists do not get lost in the minutiae. What should be included in the style guide? What font should we use? Should we use the passive voice? Do we need a blog?
content strategistconcerns of a
Content strategists are concerned with actions, resources, costs, opportunities, threats, and timetables associated with producing content that help us meet our goalsand support our vision.
vision?what is
Vision is what you want your content to help you accomplish in the future. It should be a clear, concise, and easy-to-understand description of the future you desire.
visionexample
“Create source content that can be translated into 12 target languages by machine with 90% accuracy by 2016”
visionexample
“Become the largest retailer (by sales volume) of smartphones to Latin Americans living in the United States by 2014”
content strategistanother name for a
Content strategists are business consultants for content.
Rahel Bailie @RahelAB
critical eyewhat’s needed is a
Let’s take a look at some often overlooked areas of waste in the content production lifecycle to uncover time-sucking tasks that prevent us from innovating.
manufacturingthink of content production as
The Japanese make great strides in manufacturing in the 1970s and 1980s by adopting lean manufacturing practices and just in time delivery.
innovation?how do you find time for
First,take an honest and critical look at every single step in your content lifecycle. You may have to enlist the help from a specialist in operational efficiency.
time-suckerhow to get rid of this
Relying on outdated approaches like memorizing a style guide is indefensible when challenged. Automating enforcement of writing rules is one way togain efficiency.
Software can be used to automate tasks that humans are ill-equipped to perform efficiently
and effectively -- like editing. By freeing editors of busy work, they will be able to
read, augment and improve content.
THE EDITING PROCESS IS AN EASY PLACE TO FIND INEFFICIENCIES
SOME EDITORS WON’T LIKE THIS!
THEY MISTAKENLY SEE THEIR VALUE AS ENFORCERS OF RULES
THEIR REAL VALUE IS IN ENHANCING AND IMPROVING CONTENT
THEY SHOULD NOT BE SPOTTING STYLE AND BRANDING ERRORS, GRAMMAR PROBLEMS, TYPOS --> OR FINDING YOUR CAR KEYS
THERE ARE SOFTWARE TOOLS FARBETTER SUITED FOR SUCH TASKS
priority to emailwe assign false
We tend to try and answer email as soon as possible. Why? Not because we know it is time senstive. Not because it is important. But, because itarrived in our inbox.
emailnegative impacts of
When we constantly monitor our email inbox, we fail to fully concentrate on a single task. As a result, our productivity drops.
emailadditional impacts of
The cost of email is not free. Email relies on servers, software, electricity, and more often than we might admit, toner and paper.
metricsemail
In addition to being the wrong tool for many jobs, the average employee spends 28% of the work week dealing with internal email messages that addno business value.
time-suckerhow to get rid of this
Adopt alternatives to email (IM, social media and the telephone). Admit that they often prove a better, faster mode of communication.
time-suckerhow to get rid of this
Do not use email to set up meetings with groups of people. Instead, use a meeting management tool.
time-suckerhow to get rid of this
Ask yourself, “Do I really need to reply to this message right now?” and “What will happen if I don’t?”
time-suckerhow to get rid of this
If you really need to send an email, write it so it is easy to scan. Include numbered lists to make it clear what you are asking and tomake it easy for therecipient to reply.
example1. To translate the Adobe FrameMaker files I
need the source files by Tuesday.
2. I will need the illustrations by Tuesday afternoon 5pm PT.
3. The job will be ready on Thursday.
4. The price is $3,000 USD.
5. Who do I invoice? What’s their email address and their telephone number?
collaborationwe have yet to master
We pretend that we are working as a team toward a common goal. Usually, that’s not the case.
collaborationchange is involved in
Most often, our collaborative efforts don’t actually save time. We use new tools and old processes to do pretty much the same thing we did before.
time-suckerhow to get rid of this
Make everyone on the “team” understands what a team is and what it is not. Ensure everyone is working toward a measurable, common goal.
time-suckerhow to get rid of this
Pick up the telephone and get everyone on the line. Open the document you are working on, discuss it, make changes, and end the call with a completeddocument.
contenttime wasted looking for
85% of knowledge workers complain that not being able to find the right information is a huge time-waster.
contenttime wasted looking for
Knowledge workers spend on average 2.3 hours per day looking for content; one in ten spend four or more hours on average days.
time-suckerhow to get rid of this
Find ways to make content easy to find and reuse for you and for those you work with.
presentationtakeaways from this
content is a business asset worthy of being managedeffeciently and effectively
presentationtakeaways from this
taking a critical look at the way you do things today willhelp you find time toinnovate
presentationtakeaways from this
borrowing lessons learned from manufacturing can helpus uncover inefficiencies
Managing Enterprise Content A Unified Content Strategyby Ann Rockley and Charles Cooper (New Riders 2012)
Content Strategy:Connecting the Dots Between Business, Brand, and Benefitsby Rahel Bailie and Noz Urbina (XML Press, 2012)
Document Engineering Analyzing and DesigningDocuments for BusinessInformatics and Web Servicesby Robert Glushko and Tim McGrath (2005 MIT Press)