Transcript of "Jason Owen - Mesuring the Sucess of Content Strategy with Metadata"
Measuring the Successof Content Strategy with Metadata By Jason Owen, Ixiasoft
About 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 steps Communicate results1. Create your content strategy plan Metadata2. Determine the metrics that will be used to measure those goals Key metrics3. Apply metadata to content4. Communicate results to Content strategy stakeholders 3
Key steps1. Create your content strategy plan 5
Why do we need metrics for contentstrategy?• 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
Benchmarking• 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
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 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 steps1. Create your content strategy plan2. Determine the metrics that will be used to measure those goals 12
Reasons 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
Measurement• 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 valueUser criteria Value added examplesEase of use • Indexing • Glossary • Linking • Access (subject description, short descriptions) • Ordering/sequencingQuality • Item identification • Currency • Reliability • Validity • ConcisenessAdaptability • Response speed • Precision 15
Categories 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?• Examples: Personalization Fast publishing Content quality High-availability Consistency Sequencing Easy access Navigation 18
Key steps1. Create your content strategy plan2. Determine the metrics that will be used to measure those goals3. Apply metadata to content 20
Metadata 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!Well, maybe not this fun… Oh Metadata! 22
Types of metadataType Descriptive Structural AdministrativeDescription Describes an object Indicates how Provides for purposes such the type of information to as findability and objects help manage identification objectsExamples topic IDs, index root elements rights, states, terms and (topic types) dependencies keywords, conditional attribute values 24
Common metadata issues• Missing metadata• Incorrect metadata• Confusing metadata• Insufficient metadata All impact issues impact discovery, interoperability, and reusability.
Metadata 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?Develop your metadata strategy:1.Determine the metadata to measure the success ofyour content strategy2.Decide where to apply metadata Document the schema Produce guidelines for using the schema3.Apply metadata to content4.Test metadata for creating reports 27
Key steps1. Create your content strategy plan2. Determine the metrics that will be used to measure those goals3. Apply metadata to content4. Communicate results to stakeholders 29
Graphical 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?Communicate the progress on the content strategyplan: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 cycle4.Meet with stakeholders Do not simply send them a report (they probably won’t read it) 31
Resources• 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
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