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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
scott abel

@scottabel
scott@thecontentwrangler.com

thecontentwrangler.com
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
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
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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 @LavaCon
Sunday, October 20, 13
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outdated notions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, 13
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 Communicators

Can’t Afford To Ignore

Sunday, October 20, 13

#cmworld
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 services

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

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, October 20, 13
in a global market
reaching customers
previously viewed as
out of scope is the goal
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
Source: US Small Business Administration

96%
of the consumers on Earth

do not live in the US
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
and techcomm mumbo-jumbo
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
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
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
?

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 have maximum ROI

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
of course the content you create

is destined for humans

but machines are
gatekeepers to success
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
recognize that writing rules

were developed
long before technology

made instant global
communication possible
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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 which
Language Science is needed
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
#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, October 20, 13
?

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

without a transcription
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
the content locked inside
of video is hidden from view

• CRM
• integration
• personalize
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
@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
check out: koemei.com
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
transcription files
can also be translated

and the translations used
as sub-titles in other languages

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
#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 contains a list of approved
terms and rules for their usage
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
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
?

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 content
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
terminology management
can help ensure legal and
regulatory compliance, brand
consistency, enhanced content quality

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

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 opportunities
to standardize your content creation processes

@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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 @LavaCon
Sunday, October 20, 13
adaptive content changes

not just cosmetically,
but also in substance

and in capability
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
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
?

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 their needs
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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, October 20, 13
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
adaptive content
is consistently structured,

providing a predictable

customer experience
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
adaptive content
is content separated from

formatting information;
allowing authors to focus

on what they do best
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
adaptive content

makes your content
findable and reusable
by others who need it
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
?

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 experienced pro
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
#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

components of content
xml structured content is key
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
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
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
component content management

is about managing content

not about managing files

content versus files
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
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
?

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

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, October 20, 13
implement a component

management system

check out: astoriasoftware.com
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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
and grow digital content
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
in order to create

compelling content
experiences, we ll have

to leverage both
content AND code
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
and, we ll have to
start thinking more
like engineers and less
like writers and editors
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
scott abel

@scottabel
scott@thecontentwrangler.com

thecontentwrangler.com
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
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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