Content Management as a        Practice       Pamela Kostur Parallax Communications STC Summit, Dallas 2010
Content management…    Think about it   What is its purpose?   What does it mean to “do” content    management?   It’s ...
Hey, we’re doingcontent management!   We bought a CMS   We put content into it!   And, we’ve even adopted XML and    DI...
It’s all about the content!   What does it mean to manage content?        To create usable content to support customers ...
It’s what we do   Managing content is something we do    every day   The “management” aspect relates to:        Making ...
What content    are we talking about?   For customers                            For employees        Product & service...
Even more content!   For partners and                          For stakeholders    vendors                              ...
That’s a lot of content, but…   Not all content is equally important and needs    to be managed to the same extent   Foc...
Content serves users   How will your users benefit from    content management?        Improved consistency?        Easi...
Content supports your business   Consider your content a business asset   What business requirements drive your    conte...
You manage content to…   Ensure it meets its users’ needs   Support and improve your business   Save yourself time and ...
Managing throughoutthe content life cycle                                               Content                           ...
Content creation   Content development                   A reuse strategy    process                               Cont...
Review & approval   Review criteria – levels of edit   Workflow that defines:        Who needs to review what        I...
Translation   Vocabularies and glossaries   Guidelines for translating each type of    content   QA to ensure the usabi...
Delivery & publishing   Protocols for the order of delivery   Usability & accessibility standards for    published versi...
Maintenance & retirement   Revision schedule   Retention schedule   Method for retrieving content   Strategy for archi...
Technology is fabulous…   But having CM technology doesn’t mean    you are practicing content management   None of the s...
So, how do you practice CM?   Content management is a collection of    procedures you follow   Following them means you ...
A content management strategy is…   A plan for resolving business issues with    appropriate:       Content       Conte...
For more information           Pamela Kostur     Parallax Communications       pkostur@parallax.ca           416.850.0636 ...
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Cm as a practice slides

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Content management isn’t just a system you buy or implement. It is always, however, something you do. Managing content is the goal, regardless of technology or technique. This presentation examines content management as a practice.

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  1. 1. Content Management as a Practice Pamela Kostur Parallax Communications STC Summit, Dallas 2010
  2. 2. Content management… Think about it What is its purpose? What does it mean to “do” content management? It’s not something you buy It’s something you do…  Regardless of how you do it © Parallax Communications 2010
  3. 3. Hey, we’re doingcontent management! We bought a CMS We put content into it! And, we’ve even adopted XML and DITA! Is this really content management? © Parallax Communications 2010
  4. 4. It’s all about the content! What does it mean to manage content?  To create usable content to support customers  To maintain content in one place so you can find it  To reuse content so it is consistent  To customize content for different users/users  To establish repeatable processes for authoring, reviewing, etc. © Parallax Communications 2010
  5. 5. It’s what we do Managing content is something we do every day The “management” aspect relates to:  Making conscious decisions  Having a shared purpose  Defining common standards  Using checks and measures  Following standard processes © Parallax Communications 2010
  6. 6. What content are we talking about? For customers  For employees  Product & service  Training  Ads  Product & service  Brochures  Regulatory  Spec sheets  Departmental  Media releases  Employment  Newsletters  White papers  Systems  Reports  Brand  Speeches  Job postings  And more…  And more… © Parallax Communications 2010
  7. 7. Even more content! For partners and  For stakeholders vendors  Annual & quarterly  Product & service reports  Brochures  Financial statements  Spec sheets  Policies & procedures  Media releases  Basically, everything they need to do  Policies &procedures business with you or  Basically, everything invest in your company they need to do business with you © Parallax Communications 2009
  8. 8. That’s a lot of content, but… Not all content is equally important and needs to be managed to the same extent Focus on creating “good” content for your users and on understanding their experiences Figure out  What content is important to your business and customers  What problems you’re having with this content  How you’re going to solve these problems © Parallax Communications 2010
  9. 9. Content serves users How will your users benefit from content management?  Improved consistency?  Easier to find?  Easier to read and understand?  Suits their needs – customized for them?  Faster publishing time – users get content with product? © Parallax Communications 2010
  10. 10. Content supports your business Consider your content a business asset What business requirements drive your content management decisions Always ask “how”…  Does this content serve my users?  Does this content serve my business?  Can this content be leveraged as a business asset? © Parallax Communications 2010
  11. 11. You manage content to… Ensure it meets its users’ needs Support and improve your business Save yourself time and money You need standards and processes to do all of this effectively © Parallax Communications 2010
  12. 12. Managing throughoutthe content life cycle Content management = Quality standards and consistent repeatable processes at EVERY stage of the content life cycle © Parallax Communications 2010
  13. 13. Content creation Content development  A reuse strategy process  Content classification Usability criteria standards & processes Standards & structures  Taxonomies/indices for content types  Version control A style guide with standards & processes examples  File-naming standards & Plan for collecting & processes using user feedback © Parallax Communications 2010
  14. 14. Review & approval Review criteria – levels of edit Workflow that defines:  Who needs to review what  In what order  How to submit changes  How to manage/store approvals  What to do if a reviewer is absent or delinquent © Parallax Communications 2010
  15. 15. Translation Vocabularies and glossaries Guidelines for translating each type of content QA to ensure the usability of translated content © Parallax Communications 2010
  16. 16. Delivery & publishing Protocols for the order of delivery Usability & accessibility standards for published versions of each document © Parallax Communications 2010
  17. 17. Maintenance & retirement Revision schedule Retention schedule Method for retrieving content Strategy for archiving or destroying content Plan for disaster recovery © Parallax Communications 2010
  18. 18. Technology is fabulous… But having CM technology doesn’t mean you are practicing content management None of the standards and practices we’ve discussed are dependent on technology And, they are NOT technologies © Parallax Communications 2010
  19. 19. So, how do you practice CM? Content management is a collection of procedures you follow Following them means you are managing your content, system or not © Parallax Communications 2010
  20. 20. A content management strategy is… A plan for resolving business issues with appropriate:  Content  Content standards  Processes Technology is the enabler, it’s NOT the practice © Parallax Communications 2010
  21. 21. For more information Pamela Kostur Parallax Communications pkostur@parallax.ca 416.850.0636 © Parallax Communications 2009
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