Supporting the brand with technical content

Supporting the brand with reusable

content

@nozurbina

#CSA12

How to get happier customers by overcoming content silos

Noz Urbina – Principal Consultant

Mekon Ltd.

noz.urbina@mekon.com

lessworkmoreflow.blogspot.com // @nozurbina

Me

~ Consultant/Trainer for Mekon Ltd.

– Content strategy, Technical Communications focus

– Mekon 20 years, me 10 years in content and mark-up

– Small-to-medium-to-huge enterprises

~ Chairperson for Congility Events (congility.com)

@nozurbina

#CSA12

– Today’s Content Needs Agility

The World of Content

Nothing has changed...

...and everything has changed.

StandardsStandards

Semantics (XML)Semantics (XML)

SpeedSpeedMetadataMetadata

@nozurbina

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...and everything has changed.

Single Single

SourcingSourcing

Strategy & Strategy &

ROIROI

EfficiencyEfficiency

We’re going to...

~ Look at trends that are forcing changes to

content strategy

~ Learn from “non-publishers” about publishing

@nozurbina

#CSA12

~ Learn from “non-publishers” about publishing

~ How structured content standards (DITA XML)

can be applied (outside of tech comms) to create

new stories from your content assets

@nozurbina

#CSA12

TRENDS AFFECTING STRATEGY

1) Presales Meets Post-sales

~ “The stuff you got after the sale, is now

driving the sale”

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driving the sale”

- Gerry McGovern

(Yeah, I know...)

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Buying and Using a TV

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MODELS TERMS

No. Size Model

Manual in Top

4? Position 1 Position 2 Position 3 Position 4

1 24inch kdl24ex320bu 1 review manual 24 inch dimensons

2 kdl24ex320wu 1 24-inch review manual vesa

3 kdl24ex320 1 review manual led white

4 26inch kdl26ex320 1 review white manual bravia

5 kdl26ex320bu 1 review 26-inch manual dimensions

6 32inch KDL32bx320 1 review manual specs review cnet

7 KDL32cx520 1 review price price in india manual

8 KDL32cx523 1 review manual 32 price

9 KDL32cx520bu 1 review 32-inch 32 lcd tv manual

10 37inch kdl37ex723bu 0 review dimensions john lewis

Yay!

@nozurbina

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11 kdl37ex723 1 review manual bravia review

12 kdl37ex503 1 review manual best price 37

13 40inch KDL40cx520 1 review specs price manual

14 KDL40ex520 1 review price price in india manual

15 KDL40bx420 1 review specifications review cnet manual

16 KDL40ex720 0 review price cnet price in india

17 46inch KDL46ex720 1 review manual specs price

18 KDL46ex500 1 review manual specs 46-inch 120hz lcd

19 KDL46ex723 1 review manual price calibration

20 KDL46ex520 0 review price 46 led tv dimensons

21 55inch KDL55ex720 1 review specs manual price

22 KDL55ex500 1 review manual 55 specs

23 KDL55nx810 1 review manual price calibration

24 KDL55nx720 0 review price review cnet 55

Data!

Keyword Breakdown

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Take-Aways

~ Reviews and manuals are the most frequently

searches by far

~ Manuals are by far the most sought-after item

actually produced by the brand

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2) Format diversification

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Displays are cheap and rugged

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eink.com/rugged.html

bitly.com/smartglass

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Fantasy! Never in Our Lifetime!

@nozurbina

#CSA12http://www.mediadecor.com/

Take-Aways

~ Smart phones and tablets are the tip of

the iceberg

– Need to migrate to a presentation-neutral

format (Like Scott said...)

– Converting and building our content into

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– Converting and building our content into

deliverables is not scalable

3) Audience/scenario diversification

Original Flow New

Scenario

New

Audience

New

Platform

@nozurbina

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Does your content have the

necessary agility?

Metadata driven

relationships

Components build up a

unified story

@nozurbina

#CSA12

Cloud computing - SaaS

Cloud computing is the delivery of computing as a service rather than a product

... shared resources, software, and

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... shared resources, software, and information are provided to computers and other devices as a utility (like the electricity grid)

http://en.wikipedia.org/wiki/Cloud_computing

CaaS: Content as a Service

~ Content can be conceived of and delivered as a service (CaaS)

– Content gets encapsulated in deliverables

– Each deliverable is one view for one context, at

one time.

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one time.

~ One issue or update of a “Journal”, “Microsite”,

“Magazine”, etc..

~ Need to move away from project/deadline/campaign

focus to repeatable, holistic CS

CaaS requires

~ Metadata-rich content, cross-silo terms/taxonomy

~ Format neutral, not proprietary content (DITA, XML)

~ Repository of reusable, structured content modules

~ Repository/Delivery platforms that support content

queries via metadata

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queries via metadata

~ Ability to re-cast content for a new context to create

new value (Content Curation)

~ Metric and analytics reporting

– To help you decide what to reuse and pipe where

Content curation and reuse

~ Content curation is reusing content for new

aims

~ Sometimes it can be automated, sometimes

can be hand-curated

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~ If your content is intelligent, you can use

existing assets to tell new stories, anywhere

Content curation issues

~ Is it modular? (References to old context,

links, etc.)

~ Metadata - Is it findable by the appropriate

metadata in the new context?

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~ Is it still current/accurate at the point of

reuse?

~ Is it editorially, stylistically, etc. appropriate in

its new reuse context?

Can you pull it apart, and rebuild it?

Original Flow New

Scenario

New

Audience

New

Platform

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@nozurbina

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FOR EXAMPLE

Case study in MEC Second Edition

Medical Devices Manufacturer

~ Content from various sources in page-based deliverables.

Coming from:

– Partners

– Official technical communications

– User-generated content

– Product management updates and customer notices

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– Product management updates and customer notices

~ Going to various audiences and scenarios:

– Planned and corrective maintenance

– End Customers, Field Engineers, Support Engineers

~ Want a way to relate and recombine content for various

needs/scenarios/devices

CheaperCheaperCheaperCheaper Auditable / Auditable /

CompliantCompliant

Auditable / Auditable /

CompliantCompliant

MorMore e

MoneyMoney

MorMore e

MoneyMoney

LowerLower

Support Support

LowerLower

Support Support “One Voice”“One Voice”“One Voice”“One Voice”

Brand Brand

ImpressionImpression

Brand Brand

ImpressionImpression

The brand wanted...

@nozurbina

#CSA12

Knowledge Knowledge

SharingSharing

Knowledge Knowledge

SharingSharingFasterFasterFasterFaster

MoneyMoneyMoneyMoneySupport Support

CallsCalls

Support Support

CallsCalls

“One Voice”“One Voice”“One Voice”“One Voice”

Up to dateUp to dateUp to dateUp to dateMy My custom tagscustom tags

SimplerSimplerSimplerSimpler

Not a Not a

website or website or

PDF: Both! PDF: Both!

And more!And more!

Not a Not a

website or website or

PDF: Both! PDF: Both!

And more!And more!

ConsistentConsistentConsistentConsistent

The users wanted...

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#CSA12

My content,My content,

in context, in context,

acted onacted on

My content,My content,

in context, in context,

acted onacted on

SimplerSimplerSimplerSimpler

RelevantRelevantRelevantRelevant

VisualVisual

http://upload.wikimedia.org/wikipedia/commons/7/77/Nanobay_workstation.jpg

Traditional Web

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Socially Enabled Across Silos

In-line discussion

Community

and Personal

dataBookmark/Download

Let users build and

share their own

stories, for any

format

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Comments

Page discussion

Real Print

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Potential content interactions link to

various content servers- CMS

- CRM

- PLM

- ERP

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Initial Returns - 2011• “Our research showed that organizations that move to [a

DITA-XML-based system] can reduce translation costs by 30%

to 50%.

• Our own examples showed 40% to 75% savings.

• Over the next few years, we anticipate savings in the region

of £193.49k, £425.68k, £468.25k, and £515.07k, which is an

average saving of £400k per year.

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average saving of £400k per year.

• Note that this ROI assumes all content is in XML, which is not the case

just yet.”

XML: components andmaps

Original Flow New

Scenario

New

Audience

New

Platform

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Metadata

Prolog

Titles

In-line

metadata

Component

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HTML-like

Body

metadata

XML – The standards-based enabler

~ CMS form functionality in a real authoring tool

– Insert ‘keyword’ instead of ‘bold’

~ Reusable components

– Note: needs good content and metadata design

~ Standard enforcement across tools

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~ Standard enforcement across tools

~ Semantics/metadata

– Detailed content profiling at any level of granularity

~ Taxonomy-based relationships

~ Common processing architecture for all content

Map

~ XML standard for stitching

bits back together

– Defines a complete, but

presentation-agnostic,

content story~ Components

~ Hierarchy

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~ Hierarchy

~ Linking/Navigation

~ Medatata

~ Many maps can share

components

– HTML, PDF, media, XML

~ Specifically DITA XML

Take-aways

~ The approach (and standards) apply outside of tech

comm– Early (non-tech comm) take-up in

~ Publishing and catalogues

~ Reports and analyst content

~ Policies and government

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~ Policies and government

~ Learning materials

~ The content strategist helps align the planets

so magic can happen

Tweetme

Conclusion

Better content experience

= better customer

experience

= enhanced brand

+ less costs

THANK YOU!

Q&A?

@nozurbina

#CSA12

+ less costs

= more profits

= happy time!