How Workflow Metrics Change for Intelligent Content

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Content creation metrics are just as important as the metrics used in analyzing your published content’s reach and impact. Do you have consistent, trustworthy metrics for your content workflows? No …

Content creation metrics are just as important as the metrics used in analyzing your published content’s reach and impact. Do you have consistent, trustworthy metrics for your content workflows? No matter where you are on the path from unstructured content toward Intelligent Content, metrics matter. Do you have any idea how your content creation metrics will change as you take up the challenge of creating Intelligent Content—and more importantly, how they will impact your budget and resource needs over time? For example, what is the difference in average number of pages per day when writing unstructured vs. well-structured content? Do the numbers vary significantly between generic web content and deep technical content? Do changes within the editing discipline track with changes within the writing discipline or with governance… or with neither of these? This session will address these questions—plus the fundamental tasks of creating baseline metrics and integrating changing metrics into your budget planning. By Shawn Prenzlow, Content Strategist, The Reluctant Content Strategist

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  • 1. How Workflow Metrics Change {For Intelligent Content Shawn Prenzlow The Reluctant Strategist
  • 2. { That’s me: Shawn Prenzlow { {@relstrategist
  • 3. Strategists Anyone planning for the process of moving toward Intelligent Content { Planners Writers & editors Program/project managers Budgeters Today’s intended audience {relative n00bs
  • 4. Semantically Structured Structured Unstructured Moving toward Intelligent Content {what does that even mean?
  • 5.    Intelligent Content is content that is structurally rich and semantically categorized (structured) Content that is locked within a specific format takes a significant amount of effort, work, and cost to change Structure makes it possible to manipulate content. We can automatically determine how to publish content to multiple channels by mapping the structure of the content to a particular style in the output Ann Rockley “Managing Enterprise Content” Ch2. Intelligent. Structured. {cool
  • 6. However…     Intelligent Content efficiencies do not happen in a vacuum There are costs associated with the changes in the process of moving toward IC – across planning, authoring, and publishing We know this because we pay attention to our metrics If we can understand and predict the changes in our metrics, we can plan for the work The reality, and why we’re here {no free lunch
  • 7. Workflow metrics {boring! who cares?
  • 8. Resource planning & allocation Budgets Timeframes { Reasonable commitments Estimating goals Determining ROI Communicating to C-levels ImgSrc: Sanity Why are metrics important? {communicating your business
  • 9. Source:
  • 10. Source:
  • 11. Using metrics {opinions vary
  • 12. { Catch-22 results Secret Sauce Not what good content is about Why metrics can be contentious
  • 13. Know your critical metrics { Track & confirm Re-measure periodically Use your metrics for planning Metrics ≠ performance Metrics are critical for planning Img source:
  • 14. Which metrics matter {measure all the things?
  • 15. What is your workflow? { What’s meaningful? What do your tools automate? What will help you make a case? Where to start {if you haven’t already Imgsrc:
  • 16. {
  • 17. { {you can’t manage what you can’t measure
  • 18. Metrics & IC Authoring {do metrics change?
  • 19. { Semantically Structured Structured Unstructured Moving toward Intelligent Content {what changes? When?
  • 20. { In any change process, there is a delta Your “Period of Chaos” Find it – or pick one. Measure it. Lather. Rinse. Repeat. Imgsrc: How do workflows change? {note: ymmv
  • 21. Iterate as needed Create terminology lists (globalization & indexing) Build TOC structures, topic outlines Tech Review Initial draft, Subsequent drafts Dev Edit Bug Filing Revisions & rewrites Globalization Review Tech Edit Alignment Edit Bug fixes Legal / Marketing Review Copy edit Fixes Globalization, I18n Final Draft release Final content builds Handoff / Publish
  • 22. Design and Model Define (spec) and Author Production and Delivery Content Development Plan, Strategies, Audits, etc. CDP Reviews, modifications, vet against schedules Some Lane 2 work may begin Reviews Taxonomy Content Models Content Flows I18N Resource planning and allocation Production environment, Templates build, Style guides (tech, legal, etc.) Writing & Editing Cycles Load Balancing (iterations) Alpha / Beta Production Integrations Integration testing Translation (one zillion other things) Distribution / Publish
  • 23. Where in the process Which tasks { How much When does it apply Repeatability Scalability Similarity How much do metrics change? {is it possible to quantify?
  • 24. Acrolinx • Authoring efficiency improvements of 5% to 10% • Editing efficiency improvements of 50% to 75% RSuite • 50% reduction in labor and production costs • 2× increase in production throughput • 100% automation of content processing and distribution DITA Metrics 101 Author-IT • Writers save 95% of the time they usually spend formatting content. Mark Lewis, DITA Metrics 101. © 2012, The Rockley Group Inc. and Mark Lewis.
  • 25. { Cry Pass out Get dragged along the pavement So WTH am I to do about that?! {the big question
  • 26. Planning Taxonomy development Writing { Editing Review Globalization or I18n Publishing Other points in your workflow Let’s look at the workflow again {we’re smart; we can work this
  • 27. Planning Taxonomy development Writing { Editing Review Globalization or I18n Publishing Other points in your workflow Simplification… {so… where are the efficiencies?
  • 28. Area = anticipated change in impact on IC process & efficiency results Planning Most influence on IC results Design (Plan) Model (Build) Planning Processes, tools dev: • Least impact on continuous metrics • Most impact on “NRE” metrics • Not “no” impact on metrics for IC Define, Spec, Author, Review Globalization / I18n Most benefit from reuse Production Production & Delivery Authoring, globalization: • Impact on metrics increases with reuse • Globalization impact can be massive Publishing & content • Massive economies of scale Area = anticipated change in metrics from unstructured to structured content Expect metrics to change these ways
  • 29. Gather metrics!!! Re-measure. Frequently. ALWAYS target reuse { DITA when it makes sense CCM/CMS as early as possible Invest in the taxonomy process Extrapolate metrics changes by amount of reuse and complexity of your process Understand the “efficiencies” graphic and use that to baseline your planning The big message: Optimize for how your metrics change {every business, every project, is unique
  • 30. { Thank you! find more at { {@relstrategist