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You want it when?!? Content strategy for an impatient world

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Content initiatives are putting new demands on technical communication—improving customer experience, building interactive documents, including advanced visualizations, integrated translations, and …

Content initiatives are putting new demands on technical communication—improving customer experience, building interactive documents, including advanced visualizations, integrated translations, and more.

To meet these requirements, we must increase the velocity of content and build out a useful content strategy. That means stripping out inefficiency and creating content development workflows that eliminate wasted time. Most publishing systems are ill-equipped for flexible, fast, and changeable production. Instead, they are intended to support a manufacturing process, in which the result is static (like print or PDF).

For today’s workflows, this approach is not good enough. We must increase our velocity so that we can support the requirements that are coming.

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  • 1. “You want it when?!?” Flickr: ken_from_md Sarah O’Keefe @sarahokeefe LavaCon 2013
  • 2. Sarah O’Keefe, @sarahokeefe ❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina ❖ Coauthor with Alan Pringle of Content Strategy 101 ❖ Interested in intersection of content, publishing, and technology
  • 3. We need velocity. Flickr: mytmoss
  • 4. Content strategy Support the organization’s business goals using information and information products.
  • 5. Velocity and content strategy… Flickr: grendelkhan
  • 6. Know the business
  • 7. Align with business goals
  • 8. Style guides and terminology
  • 9. Voice and tone
  • 10. Production systems
  • 11. Intelligent content Flickr: brittanyg
  • 12. Integration Flickr: brittanyg
  • 13. Know the business Align with business goals Style guides and terminology Voice and tone Production systems Intelligent content Integration
  • 14. How do we make it happen?
  • 15. Flickr: kirinqueen Operations need to be impeccable.
  • 16. Flickr: pedrosz Authoring velocity
  • 17. Reduce, reuse, recycle
  • 18. Flickr: nicokaiser Editing velocity
  • 19. Controlled language software
  • 20. Flickr: dingopup Production velocity
  • 21. Production system must automate formatting.
  • 22. Flickr: WI Department of Natural Resources, mstharpe, daysofthundr46 Distribution velocity
  • 23. Localization velocity Flickr: furphotos
  • 24. Good source content Machine translation Automated formatting (again) Flickr: furphotos
  • 25. Global content strategy flickr: dtaylorcreative should be redundant.
  • 26. Globalization drives content strategy. flickr: titushageman
  • 27. Efficient localization is a basic prerequisite. flickr: tanyadurrant
  • 28. What drives efficient localization? flickr: tanyadurrant
  • 29. HINT: It’s not the service provider. flickr: tambako
  • 30. It’s the quality of the input. flickr: tanyadurrant
  • 31. flickr: pmarkham Localization: just along for the ride.
  • 32. A computer can do more than a typewriter.
  • 33. flickr: dominicspic Low-quality source content = inefficient localization
  • 34. Image: NASA In a multilingual workflow, inefficiency = death.
  • 35. Image: NASA In a monolingual workflow, inefficiency = slow death.
  • 36. We cannot survive unless we evolve. Quickly.
  • 37. Content has never been for the faint of heart… Flickr: jlascar
  • 38. We must adapt to changes… Flickr: Marie Hale
  • 39. Prioritize Flickr: beleaveme
  • 40. The old way is not going to work. Flickr: nostri-imago
  • 41. Flickr: ullisandersson One last thing…
  • 42. Questions? Flickr: fortherock
  • 43. Our booth has chocolate. ❖ Sarah O’Keefe, Scriptorium Publishing ❖ www.scriptorium.com ❖ Email: okeefe@scriptorium.com ❖ Twitter: @sarahokeefe ❖ Skype: okeefe.scriptorium