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The Technical Communication

Futurist
aka Scott Abel, The Content Wrangler

5

Revolutionary Technologies

Technical Commu...
scott abel

@scottabel
scott@thecontentwrangler.com

thecontentwrangler.com
@scottabel #AdobeDay @LavaCon
Sunday, October ...
about me

content strategist
conference organizer
faculty at Berkeley iSchool
columnist EContent Magazine
frequent present...
www.intelligentcontentconference.com

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
out this January from XML Press

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
before we start

a caveat
all of these topics deserve their own presentation

this is just the tip of the iceberg
@scottab...
the problem
technical communicators

are overwhelmed

and unprepared
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
the problem

many of us treat
the world wide web

like the Ohio web
or the American English web
@scottabel #AdobeDay @Lava...
that needs to change

we need to

change

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
the problem

technology
is accelerating

faster than we are
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
the problem

new devices
and new markets
and new demands
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
the problem

outdated notions

of success

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
the solution

new approaches
new responsibilities
new roles and new tools
@scottabel #AdobeDay @LavaCon
Sunday, October 20...
the solution

precision
fueled by math and science

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
The Technical Communication

Futurist
aka Scott Abel, The Content Wrangler

5

Revolutionary Technologies

Technical Commu...
what is

technology?
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
technology is the purposeful

application of scientific
knowledge in the design, production,
and utilization of goods and s...
what technologies

can we not afford to ignore ?

I ll provide a basic overview of each and some key points for pondering
...
#1

automated
translation
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
aka

machine

translation
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
some know it as

google translate

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
but it s much more

than that
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
what is

automated
translation
?
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
automated translation is

a process that uses
software to translate

content from one

language to another

@scottabel #Ad...
?

why

do we need to know this

#cmworld

Sunday, October 20, 13
the world wide web
[not the American English web]

is the land of opportunity

@scottabel #AdobeDay @LavaCon
Sunday, Octob...
in a global market
reaching customers
previously viewed as
out of scope is the goal
@scottabel #AdobeDay @LavaCon
Sunday, ...
Source: US Small Business Administration

96%
of the consumers on Earth

do not live in the US
@scottabel #AdobeDay @LavaC...
but they all
speak English, right ?

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
wrong!
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
Source: Nationalencyklopedin

less than 6%
of the world s population
speak English well enough
to understand your prose
an...
Source: Wikipedia

many people who
understand spoken English

cannot read English
in fact, many cannot read at all
@scotta...
human translation
can be time-consuming and

expensive
many languages aren t supported due to lack of resources
@scottabel...
Source: Ethnologue

especially when you consider that

there are over 6,000

languages spoken
by the people of Earth
@scot...
?

how
do we get started

Sunday, October 20, 13

#cmworld
recognize that today you write

for both humans

and machines
our content must be both human- and machine-processable to h...
recognize that today you write

first for machines

then for humans
if content is not findable (by machine) or accessible (b...
of course the content you create

is destined for humans

but machines are
gatekeepers to success
@scottabel #AdobeDay @La...
recognize that writing rules

were developed
long before technology

made instant global
communication possible
@scottabel...
Sunday, October 20, 13
Sunday, October 20, 13
recognize that writing rules
you learned in grade school

Language Arts classes
are no longer sufficient

for a world in wh...
examine your content from

the vantage point of a
rules processing engine
and ensure it is optimized

for machine translat...
#2

automated

transcription
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
what is

automated

transcription
?
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
automated transcription is

a process that uses
software to translate

speech to text
@scottabel #AdobeDay @LavaCon
Sunday...
?

why

do we need to know this

#cmworld

Sunday, October 20, 13
for many of the same
reasons automated translation
is needed AND the fact that video
content is not keyword searchable

wi...
the content locked inside
of video is hidden from view

• CRM
• integration
• personalize
@scottabel #AdobeDay @LavaCon
Su...
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
?

how
do we get started

Sunday, October 20, 13

#cmworld
use one of several
software providers

to create transcriptions
for your videos and post them

along with your videos
chec...
transcription files
can also be translated

and the translations used
as sub-titles in other languages

@scottabel #AdobeDa...
#3

terminology

management
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
what is

terminology

management?
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
terminology management
is the process of controlling
the words you use by organizing

them in a central repository
that co...
the goal of terminology
management is to ensure that

the words that are most
closely associated with your
products, servi...
terminology management
efforts result in a controlled

vocabulary that is made
accessible to all who need it

across your ...
?

why

do we need to know this

#cmworld

Sunday, October 20, 13
terminology management
helps ensure consistency
throughout your content assets

in both your source
and you translated con...
terminology management
can help ensure legal and
regulatory compliance, brand
consistency, enhanced content quality

@scot...
?

how
do we get started

Sunday, October 20, 13

#cmworld
seek guidance from a
global content strategist
to help you craft a terminology management strategy

and look for opportuni...
adopt a terminology
management system

check out: acrolinx.com
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
#4

adaptive

content

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
what is

adaptive

content

?

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
adaptive content is
content that is structured

and designed adapt to
the needs of your customer

@scottabel #AdobeDay @La...
adaptive content changes

not just cosmetically,
but also in substance

and in capability
@scottabel #AdobeDay @LavaCon
Su...
adaptive content also adapts

to the capabilities of the

device it is viewed on
automatically, on-demand
if a GPS is avai...
for example, an instruction

like click on a laptop
would be automatically
adapted to touch on a
smartphone and say in

an...
?

why

do we need to know this

#cmworld

Sunday, October 20, 13
customers demand
exceptional experiences;
their expectations have changed

and they expect you to
change and adapt to thei...
responsive design

is insufficient
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
responsive designers
are the new webmasters
(and we all know what happened to them)

@scottabel #AdobeDay @LavaCon
Sunday,...
adaptive content
makes it possible for you to
publish to multiple-platforms

and to multiple-devices
̶ often, automaticall...
adaptive content
is consistently structured,

providing a predictable

customer experience
@scottabel #AdobeDay @LavaCon
S...
adaptive content
is content separated from

formatting information;
allowing authors to focus

on what they do best
@scott...
adaptive content

makes your content
findable and reusable
by others who need it
@scottabel #AdobeDay @LavaCon
Sunday, Octo...
?

how
do we get started

Sunday, October 20, 13

#cmworld
adaptive content
involves rethinking
how you create, manage
and deliver content; it s best
to seek advice from an experien...
there is no EASY button;

moving to adaptive
content involves work,
but the pay-off (ROI) can
often be realized in months,...
#5

component
content management
@scottabel #AdobeDay @LavaCon

Sunday, October 20, 13
what is

component
content management
?
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
component content management

is the creation, administration,
organization and governance

of small, discrete, re-usable
...
component content management

focuses on the storing of
content components that
are used to assemble documents

component ...
components of content
come in various sizes and
types and can be as small
as a single word or as large as

many paragraphs...
components of content

can take the form of
graphics, hyperlinks or
other repurposable content
your company logo, product ...
component content management

is about managing content

not about managing files

content versus files
@scottabel #AdobeDay...
content

files

date(s)
time(s)
topic(s)/title(s)
description(s)
keywords
presenter name(s)
presenter bio(s)
sponsor name(s...
content

usage

date(s)
time(s)
topic(s)/title(s)
description(s)
keywords
presenter name(s)
presenter bio(s)
sponsor name(...
?

why

do we need to know this

#cmworld

Sunday, October 20, 13
structured content
combined with CCMS
supports personalized
content and targeted marketing,

increasing response rates
@sc...
structured content
combined with CCMS
puts you in control of
your content and can help you

save BIG $ on translation
@sco...
because not all prospects

or customers
are the same
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
you need component
content management

if you need to...
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
provide different types
of content to different
types of prospects and customers

@scottabel #AdobeDay @LavaCon
Sunday, Oc...
re-use content across

documents without
copying and pasting
the copy>paste reuse method is the most costly and error-pron...
ensure content is
consistent across all
touch points, channels, and devices

single-sourcing: write it once, use it often ...
translate content

once and have it
automatically reflected

wherever it is reused
translation savings alone can often prov...
publish to multiple

output formats

without the need for
manual intervention

formatting content for multi-channel output...
involve a variety of
people in the creation,
management and delivery
of content to those who need it
component content man...
?

how
do we get started

Sunday, October 20, 13

#cmworld
seek guidance from a

content strategist
who understands both content and technology

@scottabel #AdobeDay @LavaCon
Sunday...
implement a component

management system

check out: astoriasoftware.com
@scottabel #AdobeDay @LavaCon
Sunday, October 20,...
wait, there s
much more!
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
look out for...

wireless
electricity

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
look out for...

flexible

surfaces

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
look out for...

wearable
computing

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
look out for...

augmented

reality

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
final

thoughts
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
to mature as a discipline
we need content craftspeople,

content designers and

content engineers

to help us shape, refine...
in order to create

compelling content
experiences, we ll have

to leverage both
content AND code
@scottabel #AdobeDay @La...
and, we ll have to
start thinking more
like engineers and less
like writers and editors
@scottabel #AdobeDay @LavaCon
Sund...
scott abel

@scottabel
scott@thecontentwrangler.com

thecontentwrangler.com
@scottabel #AdobeDay @LavaCon
Sunday, October ...
The Technical Communication

Futurist
aka Scott Abel, The Content Wrangler

5

Revolutionary Technologies

Technical Commu...
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5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

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Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional technical communicator. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way.

In this slide deck, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional technical communicators, can help us future-proof our content and ensure we’re meeting – even exceeding – our goals.

Published in: Technology, Business

Transcript of "5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore"

  1. 1. The Technical Communication Futurist aka Scott Abel, The Content Wrangler 5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore Sunday, October 20, 13 #cmworld
  2. 2. scott abel @scottabel scott@thecontentwrangler.com thecontentwrangler.com @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  3. 3. about me content strategist conference organizer faculty at Berkeley iSchool columnist EContent Magazine frequent presenter at industry events @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  4. 4. www.intelligentcontentconference.com @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  5. 5. out this January from XML Press @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  6. 6. before we start a caveat all of these topics deserve their own presentation this is just the tip of the iceberg @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  7. 7. the problem technical communicators are overwhelmed and unprepared @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  8. 8. the problem many of us treat the world wide web like the Ohio web or the American English web @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  9. 9. that needs to change we need to change @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  10. 10. the problem technology is accelerating faster than we are @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  11. 11. the problem new devices and new markets and new demands @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  12. 12. the problem outdated notions of success @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  13. 13. the solution new approaches new responsibilities new roles and new tools @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  14. 14. the solution precision fueled by math and science @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  15. 15. The Technical Communication Futurist aka Scott Abel, The Content Wrangler 5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore Sunday, October 20, 13 #cmworld
  16. 16. what is technology? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  17. 17. technology is the purposeful application of scientific knowledge in the design, production, and utilization of goods and services @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  18. 18. what technologies can we not afford to ignore ? I ll provide a basic overview of each and some key points for pondering @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  19. 19. #1 automated translation @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  20. 20. aka machine translation @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  21. 21. some know it as google translate @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  22. 22. but it s much more than that @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  23. 23. what is automated translation ? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  24. 24. automated translation is a process that uses software to translate content from one language to another @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  25. 25. ? why do we need to know this #cmworld Sunday, October 20, 13
  26. 26. the world wide web [not the American English web] is the land of opportunity @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  27. 27. in a global market reaching customers previously viewed as out of scope is the goal @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  28. 28. Source: US Small Business Administration 96% of the consumers on Earth do not live in the US @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  29. 29. but they all speak English, right ? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  30. 30. wrong! @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  31. 31. Source: Nationalencyklopedin less than 6% of the world s population speak English well enough to understand your prose and techcomm mumbo-jumbo @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  32. 32. Source: Wikipedia many people who understand spoken English cannot read English in fact, many cannot read at all @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  33. 33. human translation can be time-consuming and expensive many languages aren t supported due to lack of resources @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  34. 34. Source: Ethnologue especially when you consider that there are over 6,000 languages spoken by the people of Earth @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  35. 35. ? how do we get started Sunday, October 20, 13 #cmworld
  36. 36. recognize that today you write for both humans and machines our content must be both human- and machine-processable to have maximum ROI @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  37. 37. recognize that today you write first for machines then for humans if content is not findable (by machine) or accessible (by machine) it doesn t exist @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  38. 38. of course the content you create is destined for humans but machines are gatekeepers to success @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  39. 39. recognize that writing rules were developed long before technology made instant global communication possible @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  40. 40. Sunday, October 20, 13
  41. 41. Sunday, October 20, 13
  42. 42. recognize that writing rules you learned in grade school Language Arts classes are no longer sufficient for a world in which Language Science is needed @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  43. 43. examine your content from the vantage point of a rules processing engine and ensure it is optimized for machine translation some do this today by making content conform to XML specifications @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  44. 44. #2 automated transcription @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  45. 45. what is automated transcription ? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  46. 46. automated transcription is a process that uses software to translate speech to text @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  47. 47. ? why do we need to know this #cmworld Sunday, October 20, 13
  48. 48. for many of the same reasons automated translation is needed AND the fact that video content is not keyword searchable without a transcription @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  49. 49. the content locked inside of video is hidden from view • CRM • integration • personalize @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  50. 50. @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  51. 51. ? how do we get started Sunday, October 20, 13 #cmworld
  52. 52. use one of several software providers to create transcriptions for your videos and post them along with your videos check out: koemei.com @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  53. 53. transcription files can also be translated and the translations used as sub-titles in other languages @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  54. 54. #3 terminology management @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  55. 55. what is terminology management? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  56. 56. terminology management is the process of controlling the words you use by organizing them in a central repository that contains a list of approved terms and rules for their usage @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  57. 57. the goal of terminology management is to ensure that the words that are most closely associated with your products, services, and branding are used consistently @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  58. 58. terminology management efforts result in a controlled vocabulary that is made accessible to all who need it across your organization as well as partners and service providers @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  59. 59. ? why do we need to know this #cmworld Sunday, October 20, 13
  60. 60. terminology management helps ensure consistency throughout your content assets in both your source and you translated content @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  61. 61. terminology management can help ensure legal and regulatory compliance, brand consistency, enhanced content quality @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  62. 62. ? how do we get started Sunday, October 20, 13 #cmworld
  63. 63. seek guidance from a global content strategist to help you craft a terminology management strategy and look for opportunities to standardize your content creation processes @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  64. 64. adopt a terminology management system check out: acrolinx.com @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  65. 65. #4 adaptive content @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  66. 66. what is adaptive content ? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  67. 67. adaptive content is content that is structured and designed adapt to the needs of your customer @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  68. 68. adaptive content changes not just cosmetically, but also in substance and in capability @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  69. 69. adaptive content also adapts to the capabilities of the device it is viewed on automatically, on-demand if a GPS is available on a handheld device, the content will be able to take advantage of location aware features of the device @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  70. 70. for example, an instruction like click on a laptop would be automatically adapted to touch on a smartphone and say in an automobile GPS @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  71. 71. ? why do we need to know this #cmworld Sunday, October 20, 13
  72. 72. customers demand exceptional experiences; their expectations have changed and they expect you to change and adapt to their needs @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  73. 73. responsive design is insufficient @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  74. 74. responsive designers are the new webmasters (and we all know what happened to them) @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  75. 75. adaptive content makes it possible for you to publish to multiple-platforms and to multiple-devices ̶ often, automatically @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  76. 76. adaptive content is consistently structured, providing a predictable customer experience @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  77. 77. adaptive content is content separated from formatting information; allowing authors to focus on what they do best @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  78. 78. adaptive content makes your content findable and reusable by others who need it @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  79. 79. ? how do we get started Sunday, October 20, 13 #cmworld
  80. 80. adaptive content involves rethinking how you create, manage and deliver content; it s best to seek advice from an experienced pro @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  81. 81. there is no EASY button; moving to adaptive content involves work, but the pay-off (ROI) can often be realized in months, not years @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  82. 82. #5 component content management @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  83. 83. what is component content management ? @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  84. 84. component content management is the creation, administration, organization and governance of small, discrete, re-usable components of content xml structured content is key @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  85. 85. component content management focuses on the storing of content components that are used to assemble documents component content management systems are designed for this purpose @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  86. 86. components of content come in various sizes and types and can be as small as a single word or as large as many paragraphs they can be recombined/remixed to create new deliverables @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  87. 87. components of content can take the form of graphics, hyperlinks or other repurposable content your company logo, product description, value proposition, benefits @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  88. 88. component content management is about managing content not about managing files content versus files @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  89. 89. content files date(s) time(s) topic(s)/title(s) description(s) keywords presenter name(s) presenter bio(s) sponsor name(s) sponsorship level(s) directions price(s) link email invite printed invite registration microsite printed program at-event signage voicemail script telephone script advertising contract tweet/update blog post mobile app @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  90. 90. content usage date(s) time(s) topic(s)/title(s) description(s) keywords presenter name(s) presenter bio(s) sponsor name(s) sponsorship level(s) directions price(s) link same same same same same n/a n/a same varies (gold, silver, bronze) varies (deliveries) varies (gold, silver, bronze) same @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  91. 91. ? why do we need to know this #cmworld Sunday, October 20, 13
  92. 92. structured content combined with CCMS supports personalized content and targeted marketing, increasing response rates @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  93. 93. structured content combined with CCMS puts you in control of your content and can help you save BIG $ on translation @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  94. 94. because not all prospects or customers are the same @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  95. 95. you need component content management if you need to... @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  96. 96. provide different types of content to different types of prospects and customers @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  97. 97. re-use content across documents without copying and pasting the copy>paste reuse method is the most costly and error-prone @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  98. 98. ensure content is consistent across all touch points, channels, and devices single-sourcing: write it once, use it often is a best practice @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  99. 99. translate content once and have it automatically reflected wherever it is reused translation savings alone can often provide return on investment @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  100. 100. publish to multiple output formats without the need for manual intervention formatting content for multi-channel output occurs automatically @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  101. 101. involve a variety of people in the creation, management and delivery of content to those who need it component content management systems are designed for this task @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  102. 102. ? how do we get started Sunday, October 20, 13 #cmworld
  103. 103. seek guidance from a content strategist who understands both content and technology @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  104. 104. implement a component management system check out: astoriasoftware.com @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  105. 105. wait, there s much more! @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  106. 106. look out for... wireless electricity @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  107. 107. look out for... flexible surfaces @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  108. 108. look out for... wearable computing @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  109. 109. look out for... augmented reality @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  110. 110. final thoughts @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  111. 111. to mature as a discipline we need content craftspeople, content designers and content engineers to help us shape, refine and grow digital content @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  112. 112. in order to create compelling content experiences, we ll have to leverage both content AND code @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  113. 113. and, we ll have to start thinking more like engineers and less like writers and editors @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  114. 114. scott abel @scottabel scott@thecontentwrangler.com thecontentwrangler.com @scottabel #AdobeDay @LavaCon Sunday, October 20, 13
  115. 115. The Technical Communication Futurist aka Scott Abel, The Content Wrangler 5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore Sunday, October 20, 13 #cmworld
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