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Structured content



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  • 1. It’s all about structure! ScottAbel TheContentWranglerby why structured content is increasingly becoming a necessity, not an option tcworld India, February 21, 2013 Bangalore, India
  • 2. structure...
  • 3. structure...
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  • 8. structure...
  • 9. why do we need structured content? here are nine reasons...
  • 10. structure 1 formalizes a content model; provides authoring guidance that can help us produce consistently-structured, human- and machine-readable content facilitates innovation assists authors
  • 11. structure 2 can enhance the usability of content, providing visual cues to the user that can lead to increased confidence scanability accessibility predictibility
  • 12. structure 3 is the foundation for automatic delivery of content through syndication; provides the predictability required to plan for and repurpose content mobile device apps content as a service RSS feeds, APIs
  • 13. syndicated tweet...
  • 14. structure 4 makes it possible for us to efficiently publish to multiple channels, output formats, and devices from a single source or repository of content eliminates waste time-to-market single-sourcing
  • 15. structure 5 is a critical compent of transactional content; semantically-enriched structured content makes possible the automation of business processes lights-out publishing e-government e-commerce
  • 16. structure 6 makes is possible for us to automatically adapt content and leverage responsive design techniques device-aware purpose-specific location-aware
  • 17. structure 7 allows us to leverage the power of content management systems to deliver content dynamically, increasingly, in real-time customer service emergency info stock trading
  • 18. structure 8 makes it possible for us to move past ‘persona-ized content’; semantically- enriched structured content is required to provide personalized content right format and in to the right people at the right information the right language the right time in the
  • 19. structure 9 facilitates innovative reuse of content in known sets of related information and in sets of information that will meet unknown future needs when the content in new ways that recombining content is created arent obvious
  • 20. TheContentWrangler I recently interviewed... author evangelist Guy Kawasaki angel investor
  • 21. TheContentWrangler we talked about... innovators must allow time for the majority to catch ideas take time to filter through
  • 22. TheContentWrangler how much time, exactly? it could take the case of the Macintosh we know if took Apple a couple of decades to reach the adoption rate they have achieved today good ideas that are ahead of their time can take 15-20 years to reach majority adoption
  • 23. TheContentWrangler technologic innovation is moving faster than ever the time spent deciding whether or not to innovate is getting shorter each year
  • 24. TheContentWrangler how long is too long? 5 years? 10 years? 20? 25? 30? 2007 2002 1992 1987 1982
  • 25. TheContentWrangler this is me 30 years ago 1982 likely, under the influence
  • 26. TheContentWrangler which might seem irrelevant because structured content is a relatively new idea, isn’t it?
  • 27. TheContentWrangler it’s not a new idea the PC and the DocBook and long before 8-track player DITA and XML
  • 28. TheContentWrangler Sequential STOP Thematic of Publications Organization in 1963 ... 49 years ago! I’ll send you a copy!
  • 29. TheContentWrangler Sequential STOP Thematic of Publications Organization two page spread topics
  • 30. TheContentWrangler let’s take at look at the results of The Content Wrangler Technical Communication Industry Benchmarking Survey where we are today...
  • 31. TheContentWrangler major challenges... our documentation process and tools were designed around the book paradigm; as we move to XML and modular content we are changing both our processes and our tools old ideas getting in the way....
  • 32. TheContentWrangler major challenges... we are so busy with minutiae that what we say we do -- and what we actually do -- are two different things lack of governance...
  • 33. TheContentWrangler major challenges... we have been trying to make improvements, but frankly, we lack experience, so all we end up doing is encoding old ideas in new tools and processes; it’s like amateur hour here lack of knowledge and experience...
  • 34. TheContentWrangler do you create documentation for products that are configurable? 78.2% yes 21.8% no
  • 35. TheContentWrangler do you customize the documentation for products that are configurable? 53.2% yes 46.8% no
  • 36. TheContentWrangler typical challenges with configurable content... can’t make our tools work lack of knowledge manual updating lack of human resources ‘we don’t have the right processes in place, but we know what to do, just not how to do it, exactly...’
  • 37. TheContentWrangler of the companies reusing content, there is a lot of reuse going on... 188 companies report between 25-50% reuse 120 companies reported 60-100% reuse
  • 38. TheContentWrangler typical benefits of reusable content... creates time for innovation change once, change everywhere getting work done faster consistency and quality ‘we no longer pay people to write the same content over again and again (in various ways) for no good business reason’
  • 39. TheContentWrangler why should we want to create structured content? supports growth of profession makes us more marketable increases our value provides interesting work prepares us for other jobs
  • 40. TheContentWrangler our profession must change whether we want to or not control over their own affairs autonomous professions tend to be this is no longer the case in they have a high degree of the world of technical writing
  • 41. TheContentWrangler recommended reading Glushko Robert and Tim McGrath
  • 42. It’s all about structure! ScottAbel TheContentWranglerby why structured content is increasingly becoming a necessity, not an option tcworld India, February 21, 2013 Bangalore, India
  • 43. TheContentWrangler CONTACT TWITTER: SCOTTABEL LINKEDIN: SCOTTABEL Intelligentcontentconference.COM