0
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IT ALL COMES DOWN TO ROI
How Smart Companies have a Content
Strategy to Increase Productivity and
Reduce Costs

...
ABOUT ME: JOSE SERMENO
Current:
Product Evangelist - MadCap Software
*MadPak & MadTranslations (Started with Flare v6)

Pr...
OTHER INFO:
I build autonomous underwater robots.
WHY ARE WE TALKING
ABOUT ROI &
CONTENT STRATEGY
“Content Strategy” Trending worldwide in Google Search since 2004
WHERE TO BEGIN?
"You have brains in your head. You have feet in
your shoes. You can steer yourself any direction
you choos...
AUDIENCE
ARCHITECTURE
FLOW
AUDIENCE:
ARCHITECTURE:
FLOW:
AUDIENCE: THE MARKET

Business
Goals

Customers

Regulators

Competitors
USE ROI TO CONVEY YOUR
BRAND VISION
KEY FACTOR:
WHEN ARE UPDATES NEEDED?
EVERYONE HAS
PREFERRED FORMATS
METHODS OF INGESTION
Print:

Web:

 Advertisements

 Mobile

 Books

 Responsive

 User Guide

 Dynamic

 PDF

 Mo...
METHODS OF INGESTION
There’s so many More
REGARDLESS OF YOUR
AUDIENCE:
YOUR GOAL IS SIMPLE
CREATE CONTENT
THAT IS EASY AND
INTUITIVE TO DIGEST
AUDIENCE:

ARCHITECTURE:
FLOW:
MARKETING SLIDE:
Single Source Development, Topic-based Authoring,
Social Collaboration &Translation Management
MORE GENERAL
Single Source Development,
Topic-based Authoring,
Social Collaboration &
Translation Management
BEST PRACTICE:
SINGLE SOURCE FOR A
GLOBAL AUDIENCE
SINGLE SOURCE ELEMENTS
FOLLOW OPEN
STANDARDS
FUTURE PROOF
YOUR CONTENT

XML, HTML, CSS,
XLIFF, TMX, TBX
FLARE + BOOTSTRAP
ONE LAST THOUGHT
ON ARCHITECTURE:
THINK BIG
AUDIENCE:
ARCHITECTURE:

FLOW:
FLOW IS INTERNAL
AND EXTERNAL
WHO IS INVOLVED IN
YOUR CONTENT
STRATEGY
CONTENT PROVIDERS:
 Marketers
 Project Leads

 Accessibility
Requirements

 Visual Designers

 Content Developers

 ...
CONTENT DELIVERY
BEST PRACTICE:
MULTI-CHANNEL
SINGLE SOURCE
STREAMLINE
PROCESSES FOR ROI
WHAT
FOR WHO
WHEN
HOW OFTEN
THE SIZE OF YOUR
TEAM MATTERS
PROCESSES:
 Authoring

 Update Pushes

 Review

 Analyze Usage

 Collaboration

 Identify Opportunities

 Maintenan...
HOW LONG WILL YOUR
PROCESSES TAKE?
KEY FACTOR:
OPTIMIZE COLLABORATION
KAIZEN
YOU CAN’T IMPROVE
WHAT YOU DON’T
MEASURE
CASE STUDY
ANALYSIS
400 customers across 25 countries rely on
Tricentis to improve their effectiveness with test
cases in manual and automated...
LOOKING TOWARD A MORE
INTERACTIVE FUTURE
Goals:
 Optimize collaboration between Tricentis developers,
documentation and t...
"With a single-source approach to publishing, we can loop
in everyone involved with our documentation and work
closely as ...
The Tricentis Tosca Testsuite Help System
Benefits and Results:
 Flare's single-source publishing allows Tricentis content
developers to quickly and easily collabo...
ROI Result of Single Source Developing in Open
Standards for Print and Web Using Flare and Analyzer:

Tricentis cut 520 ho...
Ektron delivers one of the world's premier platforms
for creating, deploying and managing enterprisescale, global, persona...
Goals:
 Employ single sourcing to maximize efficiency and accuracy
 Create content that is easy and intuitive to access
...
ROI Benefits and Results:
 Single-sourcing, print, Web and mobile content
 Conditional text allows content to be updated...
Ektron's HTML5 WebHelp
“Documentation is not something that customers want to read
like a novel, They go to it because they need an answer.”
Mark...
N-able Technologies® is known for its award-winning remote
monitoring and management software for managed service
provider...
Goals:
 Create state-of-the-art Web Help experience to match
award-winning Web-based software
 Simplify online Help navi...
Benefits and Results:
 Ability to match brand interface of N-able Software
 Search engine and indexing make navigating W...
“To modify formatting for our documentation, I can make the
font size or color change in the CSS file, and it is instantly...
“Our support team is seeing anywhere
from a 10% to 30% drop in 'how-to' calls,
which suggests that customers are finding
i...
“After converting our first project to Flare,
we experienced a five-fold reduction in the
total time required to generate ...
LAST
THOUGHTS
AUDIENCE
ARCHITECTURE
FLOW
IT ALL COMES DOWN TO

RETURN
ON
INVESTMENT
ROI IS:
HOW SMART COMPANIES
EFFECTIVELY MEASURE
CONTENT STRATEGY
ROI IS:
 Updates now taking 1 day instead of 1 week
 Output files cut by nearly 50% and source files
reduction of 25%
 ...
THE TOOLS YOU USE
REALLY MATTER
KAIZEN
QUESTIONS?
THANK YOU!
COME SEE US AT THE MADCAP SOFTWARE BOOTH

Jose Sermeno
Product Evangelist - MadCap Software
JSermeno@MadCapSoft...
Lava cIt All Comes Down to Return on Investment (ROI): How Content Strategy Increases Productivity and Reduces Cost
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Lava cIt All Comes Down to Return on Investment (ROI): How Content Strategy Increases Productivity and Reduces Cost

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As “content strategy” supplants “responsive design” as the latest buzzword in technical
communication—understanding how to effectively increase ROI from your process and
tools is essential.
Reducing support costs, cutting project development time, and simplifying your
translation workflow are just a few objectives companies strive for when implementing a
sound content development strategy.
Join Jose Sermeno of MadCap Software as he spotlights major trends and showcases
case studies from companies utilizing concepts of single source development, topic-based
writing, social collaboration and translation management to increase ROI and be
successful content developers

Published in: Technology
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Transcript of "Lava cIt All Comes Down to Return on Investment (ROI): How Content Strategy Increases Productivity and Reduces Cost"

  1. 1. Text here IT ALL COMES DOWN TO ROI How Smart Companies have a Content Strategy to Increase Productivity and Reduce Costs PRESENTED BY Jose Sermeno Product Evangelist – MadCap Software
  2. 2. ABOUT ME: JOSE SERMENO Current: Product Evangelist - MadCap Software *MadPak & MadTranslations (Started with Flare v6) Previous: Project Lead – Zivtech (Drupal Implementation) Other Info:  10+ yrs Software Application Manager – Windows/Mac/Web  Over 5 million documents/records/files successfully converted  Open Source Hardware & Software Advocate (Arduino, OpenCV)  Award Winner for San Diego Community Outreach with Robotics  Proponent of the Maker Movement (Ask me about SDMMF!)
  3. 3. OTHER INFO: I build autonomous underwater robots.
  4. 4. WHY ARE WE TALKING ABOUT ROI & CONTENT STRATEGY
  5. 5. “Content Strategy” Trending worldwide in Google Search since 2004
  6. 6. WHERE TO BEGIN? "You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose. You're on your own. And you know what you know. And YOU are the one who'll decide where to go..." ~Dr. Seuss, Oh, the Places You’ll Go! San Diego Native
  7. 7. AUDIENCE ARCHITECTURE FLOW
  8. 8. AUDIENCE: ARCHITECTURE: FLOW:
  9. 9. AUDIENCE: THE MARKET Business Goals Customers Regulators Competitors
  10. 10. USE ROI TO CONVEY YOUR BRAND VISION
  11. 11. KEY FACTOR: WHEN ARE UPDATES NEEDED?
  12. 12. EVERYONE HAS PREFERRED FORMATS
  13. 13. METHODS OF INGESTION Print: Web:  Advertisements  Mobile  Books  Responsive  User Guide  Dynamic  PDF  Modern  eBook  Clean  Simple  Fast  East
  14. 14. METHODS OF INGESTION There’s so many More
  15. 15. REGARDLESS OF YOUR AUDIENCE: YOUR GOAL IS SIMPLE
  16. 16. CREATE CONTENT THAT IS EASY AND INTUITIVE TO DIGEST
  17. 17. AUDIENCE: ARCHITECTURE: FLOW:
  18. 18. MARKETING SLIDE: Single Source Development, Topic-based Authoring, Social Collaboration &Translation Management
  19. 19. MORE GENERAL Single Source Development, Topic-based Authoring, Social Collaboration & Translation Management
  20. 20. BEST PRACTICE: SINGLE SOURCE FOR A GLOBAL AUDIENCE
  21. 21. SINGLE SOURCE ELEMENTS
  22. 22. FOLLOW OPEN STANDARDS
  23. 23. FUTURE PROOF YOUR CONTENT XML, HTML, CSS, XLIFF, TMX, TBX
  24. 24. FLARE + BOOTSTRAP
  25. 25. ONE LAST THOUGHT ON ARCHITECTURE:
  26. 26. THINK BIG
  27. 27. AUDIENCE: ARCHITECTURE: FLOW:
  28. 28. FLOW IS INTERNAL AND EXTERNAL
  29. 29. WHO IS INVOLVED IN YOUR CONTENT STRATEGY
  30. 30. CONTENT PROVIDERS:  Marketers  Project Leads  Accessibility Requirements  Visual Designers  Content Developers  Application Developers  User Experience (UX)  Localization Managers Person  Legal Analysis and Approval  Deliverable Providers  Technical QA  Audience
  31. 31. CONTENT DELIVERY BEST PRACTICE:
  32. 32. MULTI-CHANNEL SINGLE SOURCE
  33. 33. STREAMLINE PROCESSES FOR ROI
  34. 34. WHAT FOR WHO WHEN HOW OFTEN
  35. 35. THE SIZE OF YOUR TEAM MATTERS
  36. 36. PROCESSES:  Authoring  Update Pushes  Review  Analyze Usage  Collaboration  Identify Opportunities  Maintenance  IMPROVE  Approval
  37. 37. HOW LONG WILL YOUR PROCESSES TAKE?
  38. 38. KEY FACTOR: OPTIMIZE COLLABORATION
  39. 39. KAIZEN
  40. 40. YOU CAN’T IMPROVE WHAT YOU DON’T MEASURE
  41. 41. CASE STUDY ANALYSIS
  42. 42. 400 customers across 25 countries rely on Tricentis to improve their effectiveness with test cases in manual and automated software testing. Web-based Help, tutorial videos, and print documentation
  43. 43. LOOKING TOWARD A MORE INTERACTIVE FUTURE Goals:  Optimize collaboration between Tricentis developers, documentation and translation specialists  Streamline the process of creating and publishing online Help  Foster a more interactive Help experience with tutorial videos  Improve the user Help experience to support self sufficiency
  44. 44. "With a single-source approach to publishing, we can loop in everyone involved with our documentation and work closely as a unified team," Stefan Steinbauer | Head of Documentation and Translation, Tricentis
  45. 45. The Tricentis Tosca Testsuite Help System
  46. 46. Benefits and Results:  Flare's single-source publishing allows Tricentis content developers to quickly and easily collaborate on projects  HTML5-based Help enhances search capabilities  Conditional tags in Flare facilitate the ability to change and create customized versions of content  Video tutorials created with Mimic add visual and interactive experience to Tricentis online Help based on Flare
  47. 47. ROI Result of Single Source Developing in Open Standards for Print and Web Using Flare and Analyzer: Tricentis cut 520 hours of work in one year — 3 months of project time
  48. 48. Ektron delivers one of the world's premier platforms for creating, deploying and managing enterprisescale, global, personalized websites. Some 3,700 customers and 12,000 public-facing websites use its software.
  49. 49. Goals:  Employ single sourcing to maximize efficiency and accuracy  Create content that is easy and intuitive to access  Deliver content in customers' preferred format whether print, Web or mobile  Reinforce brand value across documentation and online Help “We don't think of things in terms of pages anymore”
  50. 50. ROI Benefits and Results:  Single-sourcing, print, Web and mobile content  Conditional text allows content to be updated in line with new product releases  Cut Output files by nearly 50%  Reduce project source files by almost 26%
  51. 51. Ektron's HTML5 WebHelp
  52. 52. “Documentation is not something that customers want to read like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source dev and Content Analysis help cut Web format output files by nearly 50% and reduce project files by almost 26%
  53. 53. N-able Technologies® is known for its award-winning remote monitoring and management software for managed service providers and IT departments. The company is dedicated to providing the industry's number one software and recognizes that the customer experience includes the online Help and print documentation supporting its applications. Reduce IT costs and increase productivity. 24/7 network monitoring. Improve network & systems performance.
  54. 54. Goals:  Create state-of-the-art Web Help experience to match award-winning Web-based software  Simplify online Help navigation for users  Streamline the process of publishing, updating and customizing content “It only makes sense for us to offer Help content that matches the sophistication of our award-winning software,"
  55. 55. Benefits and Results:  Ability to match brand interface of N-able Software  Search engine and indexing make navigating Web Help easy  Single-sourcing  Output is 1/10 size  Open XML Architecture
  56. 56. “To modify formatting for our documentation, I can make the font size or color change in the CSS file, and it is instantly reflected in more than 600 topics” Patrick Calnan | N-able Technologies. — Updates now take 1 day instead of 1 week!
  57. 57. “Our support team is seeing anywhere from a 10% to 30% drop in 'how-to' calls, which suggests that customers are finding it easier to follow the Help instructions.” Riyaz Adamjee | Manager of Communications Services “I click one button, and Flare creates a template from a completed work, which allows me to be instantly halfway to two-thirds done with the project.” Pam Coca | Documentation Manager
  58. 58. “After converting our first project to Flare, we experienced a five-fold reduction in the total time required to generate outputs for a product.” Jason Micallef | Technical Communications Manager “We can put out more content, more completely, and more accurately than at any time in the history of Mitchell. Many project tasks have gone from taking days to hours and from hours to minutes using Flare.” Don Rasky | Senior Technical Writer
  59. 59. LAST THOUGHTS
  60. 60. AUDIENCE ARCHITECTURE FLOW
  61. 61. IT ALL COMES DOWN TO RETURN ON INVESTMENT
  62. 62. ROI IS: HOW SMART COMPANIES EFFECTIVELY MEASURE CONTENT STRATEGY
  63. 63. ROI IS:  Updates now taking 1 day instead of 1 week  Output files cut by nearly 50% and source files reduction of 25%  Cutting workload down by 3 months of project time
  64. 64. THE TOOLS YOU USE REALLY MATTER
  65. 65. KAIZEN
  66. 66. QUESTIONS?
  67. 67. THANK YOU! COME SEE US AT THE MADCAP SOFTWARE BOOTH Jose Sermeno Product Evangelist - MadCap Software JSermeno@MadCapSoftware.com @MadCapSoftware @MadCapJose @MadCapJennifer @MadCapDocTeam
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