Download - Andrew Thomas: Frankenstein's Monster
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Frankenstein’s Monster:Why You Need to Create Content Mashups
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Nobody is reading your technical manuals …
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Finding answers in your support knowledgebase is nearly impossible
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Customers are beginning to pick up torches and pitchforks ...
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How will you defend yourself from the angry mob?
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Effective content re-use: not just within your docs but across your organization
You need:• Structure• Shared taxonomies
& terminology• Advanced delivery
methods
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You need monstrouscontent mashups …
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… that will reanimate dead publications into …
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… support experiences that will shock and delight your customers
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Some background …
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Does your tech doc and marketing look remotely similar?
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Content that is useful anywhere in the company should be available throughout the company
Why Content Mashups?
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Potential Roadblocks
○ Many company teams still use copy/paste actions, with non-connected content that is not updated during updates or rebranding
○ May end up with parts that don’t respond when content is refreshed
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Content in the backend should have as much structure as possible
○ Technical documentation should be XML / DITA
○ Marketing materials should use standard templates
○ Both should have consistent terminology and metadata
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Sophisticated dynamic delivery
• Access to entire content repository
• Metadata in intelligent content
• Taxonomy across content repositories for intelligent delivery
Central Nervous system needed
So how do we make this monster mash?
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Intelligent delivery (IT’S ALIVE!)
○ In moment of delivery, ideal systems discern key factors about the customer:• Location & language• Platform in use• Low to High past spending
○ Matches between parameters about customer and intelligent metadata within content can ensure appropriate delivery
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Customer may be holding data that should initiate an action
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Customers may want an encounter with a product that seems like a “regular guy” or that wolf thing
Let customer input and your metadata determine what kind of “monster” to present
Control the phases of the moon? Dynamic content mashup “monster”
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A disconnect between your content repositories and other systems can lead to undesired consequences
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Lack of (or poor) design can also lead to a scalding customer delivery
BAD WORSE
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Appropriate delivery leads to engaged customers who become our advocates
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You can make previously “scary” content seem totally unthreatening
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But what about….
The “undead” … stale or lifeless content that has a life of its own, which can animate your customer experience in undesired ways
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Identify and remove “undead” content
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So in conclusion…
○ Use structure!○ Standardize terminology &
metadata○ Integrate with taxonomies○ Provide a platform for
intelligent delivery
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Structured Content
Management
Collaborative Review
Dynamic Delivery
SDL Knowledge Center
And if you’d like to know more…
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