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Sarah O’Keefe                                         Scriptorium PublishingWednesday, November 16, 2011
❖      Yes, you can have the slides.               ❖      Sorry, there is no transcript.               ❖      Please ask q...
❖      Founder and president, Scriptorium                      Publishing               ❖      Content strategy for       ...
❖      Founder and president, Scriptorium                      Publishing               ❖      Content strategy for       ...
❖      “The practice of planning for content                      creation, delivery, and governance”                     ...
Wednesday, November 16, 2011
❖      Authoring and editing               ❖      Storage               ❖      Management               ❖      Reuse      ...
❖      Determine deliverable formats               ❖      Generate deliverables from contentWednesday, November 16, 2011
❖      Distribute to a public web server               ❖      Package in a software build               ❖      Send to pri...
❖      Archive               ❖      Delete               ❖      Revoke               ❖      ExpireWednesday, November 16, ...
❖      Web content strategy: persuasive content               ❖      Tech comm: technology transfer               ❖      “...
flickr: joni1973Wednesday, November 16, 2011
❖      Regulatory requirements               ❖      Company positioning               ❖      Avoid more expensive support ...
KayakStackers                               	                                 MINIMUM CROSSBAR SPREAD 30”                 ...
KayakStackers                               	                                 MINIMUM CROSSBAR SPREAD 30”                 ...
Wednesday, November 16, 2011
Wednesday, November 16, 2011
?!Wednesday, November 16, 2011
Wednesday, November 16, 2011
Wednesday, November 16, 2011
Twitter: @mbakeranalecta, November 12, 2011Wednesday, November 16, 2011
flickr: amagillWednesday, November 16, 2011
❖      Meet regulatory requirements               ❖      Reduce volume of support calls               ❖      Avoid legal e...
flickr: Rudy LetscheWednesday, November 16, 2011
❖      Tools & technologies                     ❖         Tactics                          ❖     Strategy                 ...
flickr: Michael Gwyther-JonesWednesday, November 16, 2011
❖      Goal                     ❖         Strategy                            ❖   Tactics                                ❖...
❖      Provide customers with multiple ways to                      access needed information               ❖      Embed i...
Wednesday, November 16, 2011
I hate you now.Wednesday, November 16, 2011
Wednesday, November 16, 2011
❖      Implementation               ❖      Tools               ❖      TechnologyWednesday, November 16, 2011
flickr: aigle_doreWednesday, November 16, 2011
flickr: casaricoWednesday, November 16, 2011
❖      Financial           ❖      Organizational           ❖      Regulatory           ❖      Legal           ❖      Cultu...
Wednesday, November 16, 2011
Possible                                     solutionsWednesday, November 16, 2011
flickr: prilfishWednesday, November 16, 2011
flickr: antarcticaboundWednesday, November 16, 2011
flickr: antarcticaboundWednesday, November 16, 2011
flickr: edsweeneyWednesday, November 16, 2011
❖      Best delivery format?               ❖      Best way to create that format?Wednesday, November 16, 2011
flickr: mockstarWednesday, November 16, 2011
❖      Implementation risk               ❖      Obsolescence               ❖      Market share               ❖      Techni...
allaboutprops.comWednesday, November 16, 2011
flickr: zoomzoomWednesday, November 16, 2011
Wednesday, November 16, 2011
flickr: petrifiedforestrangerWednesday, November 16, 2011
Wednesday, November 16, 2011
❖      Sarah O’Keefe               ❖      okeefe@scriptorium.com               ❖      Twitter: @sarahokeefe               ...
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Content strategy in technical communication

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Content strategy in technical communication. Slides from Lavacon Austin 2011; presenter is Sarah O'Keefe.

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  1. 1. Sarah O’Keefe Scriptorium PublishingWednesday, November 16, 2011
  2. 2. ❖ Yes, you can have the slides. ❖ Sorry, there is no transcript. ❖ Please ask questions. ❖ My Twitter ID: @sarahokeefeWednesday, November 16, 2011
  3. 3. ❖ Founder and president, Scriptorium Publishing ❖ Content strategy for technical communication ❖ Interested in collision of content, publishing, and technologyWednesday, November 16, 2011
  4. 4. ❖ Founder and president, Scriptorium Publishing ❖ Content strategy for technical communication ❖ Interested in collision of content, publishing, and technology Lipstick?!Wednesday, November 16, 2011
  5. 5. ❖ “The practice of planning for content creation, delivery, and governance” - Kristina Halverson (@halvorson) ❖ “A repeatable process or methodology that manages content within the entire content lifecycle” - Rahel Bailie (@rahelab)Wednesday, November 16, 2011
  6. 6. Wednesday, November 16, 2011
  7. 7. ❖ Authoring and editing ❖ Storage ❖ Management ❖ Reuse ❖ LocalizationWednesday, November 16, 2011
  8. 8. ❖ Determine deliverable formats ❖ Generate deliverables from contentWednesday, November 16, 2011
  9. 9. ❖ Distribute to a public web server ❖ Package in a software build ❖ Send to printer and ship to customers ❖ Manage access restrictionsWednesday, November 16, 2011
  10. 10. ❖ Archive ❖ Delete ❖ Revoke ❖ ExpireWednesday, November 16, 2011
  11. 11. ❖ Web content strategy: persuasive content ❖ Tech comm: technology transfer ❖ “Buy our stuff” versus “use our stuff”Wednesday, November 16, 2011
  12. 12. flickr: joni1973Wednesday, November 16, 2011
  13. 13. ❖ Regulatory requirements ❖ Company positioning ❖ Avoid more expensive support options ❖ MarketingWednesday, November 16, 2011
  14. 14. KayakStackers MINIMUM CROSSBAR SPREAD 30” KAYAK STACKER (2X) HEAVY DUTY STRAPS (2X) CARRIAGE BOLTS (4X) SNAP AROUNDS (4X) HEX KEYS (4X) BOW/STERN TIE DOWN (2X) (Refer to bow/stern tie down instructions for correct assembly and installation.) IMPORTANT WARNING IT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP. Part #1033394 Rev.A 1033394A-1/12Wednesday, November 16, 2011
  15. 15. KayakStackers MINIMUM CROSSBAR SPREAD 30” KAYAK STACKER (2X) HEAVY DUTY STRAPS (2X) CARRIAGE BOLTS (4X) SNAP AROUNDS (4X) HEX KEYS (4X) BOW/STERN TIE DOWN (2X) (Refer to bow/stern tie down instructions for correct assembly and installation.) IMPORTANT WARNING IT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO 20% of front page OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP. Part #1033394 Rev.A 1033394A-1/12Wednesday, November 16, 2011
  16. 16. Wednesday, November 16, 2011
  17. 17. Wednesday, November 16, 2011
  18. 18. ?!Wednesday, November 16, 2011
  19. 19. Wednesday, November 16, 2011
  20. 20. Wednesday, November 16, 2011
  21. 21. Twitter: @mbakeranalecta, November 12, 2011Wednesday, November 16, 2011
  22. 22. flickr: amagillWednesday, November 16, 2011
  23. 23. ❖ Meet regulatory requirements ❖ Reduce volume of support calls ❖ Avoid legal exposure ❖ Increase product market share by highlighting feature set ❖ Increase product visibility ❖ Build user community and thus loyaltyWednesday, November 16, 2011
  24. 24. flickr: Rudy LetscheWednesday, November 16, 2011
  25. 25. ❖ Tools & technologies ❖ Tactics ❖ Strategy ❖ ImplementationWednesday, November 16, 2011
  26. 26. flickr: Michael Gwyther-JonesWednesday, November 16, 2011
  27. 27. ❖ Goal ❖ Strategy ❖ Tactics ❖ Implementation ❖ Tools ❖ TechnologyWednesday, November 16, 2011
  28. 28. ❖ Provide customers with multiple ways to access needed information ❖ Embed information in software ❖ Deliver content that complies with regulations (duh) ❖ Deliver attractive content for improved market positioningWednesday, November 16, 2011
  29. 29. Wednesday, November 16, 2011
  30. 30. I hate you now.Wednesday, November 16, 2011
  31. 31. Wednesday, November 16, 2011
  32. 32. ❖ Implementation ❖ Tools ❖ TechnologyWednesday, November 16, 2011
  33. 33. flickr: aigle_doreWednesday, November 16, 2011
  34. 34. flickr: casaricoWednesday, November 16, 2011
  35. 35. ❖ Financial ❖ Organizational ❖ Regulatory ❖ Legal ❖ Cultural flickr: quinnanyaWednesday, November 16, 2011
  36. 36. Wednesday, November 16, 2011
  37. 37. Possible solutionsWednesday, November 16, 2011
  38. 38. flickr: prilfishWednesday, November 16, 2011
  39. 39. flickr: antarcticaboundWednesday, November 16, 2011
  40. 40. flickr: antarcticaboundWednesday, November 16, 2011
  41. 41. flickr: edsweeneyWednesday, November 16, 2011
  42. 42. ❖ Best delivery format? ❖ Best way to create that format?Wednesday, November 16, 2011
  43. 43. flickr: mockstarWednesday, November 16, 2011
  44. 44. ❖ Implementation risk ❖ Obsolescence ❖ Market share ❖ Technical deficienciesWednesday, November 16, 2011
  45. 45. allaboutprops.comWednesday, November 16, 2011
  46. 46. flickr: zoomzoomWednesday, November 16, 2011
  47. 47. Wednesday, November 16, 2011
  48. 48. flickr: petrifiedforestrangerWednesday, November 16, 2011
  49. 49. Wednesday, November 16, 2011
  50. 50. ❖ Sarah O’Keefe ❖ okeefe@scriptorium.com ❖ Twitter: @sarahokeefe ❖ www.scriptorium.com ❖ BTW, we’re hiring.Wednesday, November 16, 2011
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