Measuring the SuccessMeasuring the Successof Content Strategy withof Content Strategy with

MetadataMetadata

By Jason Owen, Ixiasoft

About JasonAbout Jason

• 14 years in technical communication DITA specialist for Ixiasoft Information architect Technical writer

• Educational background Technical communication (MSTC) Library and information science (MLIS)

2

Key stepsKey steps1. Create your

content strategy plan

2. Determine the metrics that will be used to measure those goals

3. Apply metadata to content

4. Communicate results to stakeholders

3

Communicate results

Metadata

Key metrics

Content strategy

CONTENT STRATEGYCONTENT STRATEGY

4

Key stepsKey steps1. Create your

content strategy plan

5

Why do we need metrics for content Why do we need metrics for content strategy?strategy?• Credibility Credible professions require to show that goals are met Credibility helps build trust

• Trust Use metrics to build trust with stakeholders Provide the value of our work to stakeholders, whom we

may never meet face-to-face Metrics become our face and are the foundation for

establishing trust• Reputation Earned by showing the capabilities and values in our past

work We have to be able to show that we have met the goals of

our content strategy plan

6

BenchmarkingBenchmarking

• Benchmarking is a comparison of your content strategy with your competitors Performance benchmarking – How does our performance

compare with our competitors performance? Process benchmarking – How can we learn from the

business processes of our competitors?

7

How technical publications add valueHow technical publications add value

8

What do you need to do?What do you need to do?

• Put together your content strategy plan: What content? What products and services?

• What do your customers need to know?• What content will benefit your business for your customers to

know? What audiences? What do your customers need?

9

Not a case of if you build it they will comeNot a case of if you build it they will come……

• You cannot build a content strategy plan, even for just your group, by yourself

• Build the content strategy in a collaborative fashion with stakeholders

10

KEY METRICSKEY METRICS

11

Key stepsKey steps1. Create your

content strategy plan

2. Determine the metrics that will be used to measure those goals

12

Reasons for measuringReasons for measuring

• Douglas Hubbard, in How to Measure Anything, says that we need effective measurements to make better decisions Diagnosis – Determine how a specific part of the content

strategy is performing Justification – Justify continuing a part of the content

strategy Orientation – Use to make decisions about the direction of

the content strategy Rewards – Assess the improvements made as part of the

content strategy and how to reward individuals or groups

13

MeasurementMeasurement

• Measurement relies on the collection and analysis of data, which are then compared to standards, goals, objectives, etc.

• Assessment questions: How many? How economical? How accurate? How reliable? How prompt? How satisfied?

14

Examples of criteria for assessing valueExamples of criteria for assessing value

User criteria Value added examplesEase of use • Indexing

• Glossary• Linking• Access (subject description, short

descriptions)• Ordering/sequencing

Quality • Item identification• Currency• Reliability• Validity• Conciseness

Adaptability • Response speed• Precision

15

Analysis ToolsAnalysis Tools

• Satisfaction surveys• Search log analysis• Database analysis• Usability testing

16

Categories of measurementCategories of measurement

• Process measures Focused on the activities to transform data and information

into content Can be measured by quantifying the cost or time to perform

a specific task or process• Output measures Indicate the degree to which content is used by users Indicate satisfaction of users

17

What did you need to do? What did you need to do?

18

• Examples: Personalization Fast publishing Content quality High-availability Consistency Sequencing Easy access Navigation

METADATA FOR METRICSMETADATA FOR METRICS

19

Key stepsKey steps1. Create your

content strategy plan

2. Determine the metrics that will be used to measure those goals

3. Apply metadata to content

20

Metadata isMetadata is……..

• Structured information that describes, explains, locates, or otherwise makes it easier to retrieve, use, or manage an information object (Zeng and Qin)

• Data provided in machine processable forms and communicated via protocols

• Metadata is the bridge between content strategy and metrics Metadata helps you find data what you need to know

21

Metadata is fun!Metadata is fun!

Well, maybe not this fun… Oh Metadata!

22

Principles of metadata for measuring Principles of metadata for measuring content strategycontent strategy• Good metadata… Supports organizational needs Is appropriate to the materials in the collection Uses standard controlled vocabularies Includes a clear statement on the conditions and terms of

use Supports the long-term management of objects

23

Types of metadataTypes of metadata

24

Type Descriptive Structural AdministrativeDescription Describes an object

for purposes such as findability and identification

Indicates how the type of objects

Provides information to help manage objects

Examples topic IDs, index terms and keywords, conditional attribute values

root elements (topic types)

rights, states, dependencies

Common metadata issuesCommon metadata issues

• Missing metadata• Incorrect metadata• Confusing metadata• Insufficient metadata

All impact issues impact discovery, interoperability, and reusability.

Metadata typologiesMetadata typologies

• Embedded metadata Stored as part of the content Stored in content prologs

• Associated metadata Stored separately with linkages in a CMS Stored in CMS properties files

What do you need to do?What do you need to do?

Develop your metadata strategy:1.Determine the metadata to measure the success of your content strategy2.Decide where to apply metadata Document the schema Produce guidelines for using the schema

3.Apply metadata to content4.Test metadata for creating reports

27

COMMUNICATE RESULTSCOMMUNICATE RESULTS

28

Key stepsKey steps1. Create your

content strategy plan

2. Determine the metrics that will be used to measure those goals

3. Apply metadata to content

4. Communicate results to stakeholders

29

Graphical and tabular informationGraphical and tabular information

• BIRT: Business Intelligence and Reporting Tools Open-source project Runs as a plugin for Eclipse The plugin package for installation can be downloaded from

http://www.eclipse.org/birt/phoenix

30

What do you need to do?What do you need to do?

Communicate the progress on the content strategy plan:1.Build a report template2.Create queries to measure your key metrics3.Create report and insert query results into report Identify the objectives of your content strategy Definition of a metric or score for each objective A target value A target date A periodic measurement cycle

4.Meet with stakeholders Do not simply send them a report (they probably won’t

read it)

31

ResourcesResources

• Rockley, Ann & Cooper, Charles. Managing Enterprise Content: A Unified Content Strategy (2nd

ed.).• Baca, Murtha (ed.). Introduction to Metadata, 2nd

ed.• Peh, Diana, et al. BIRT: A Field Guide. • Weinberger, David. Everything is Miscellaneous: The

Power of the New Digital Disorder.• Zeng, Marcia L & Qin, Jian. Metadata.

32