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“Write once, read many”   Planning for, producing anddelivering content across multiple            platforms              ...
An overview of today’s discussion“Why” tackle agile content?   “How” to make content agile?• What is agile content?      •...
So what is agile content?• Content owners identify elements (the building blocks of  content) and define document structur...
The promise of agile workflows• Far lower conversion costs for varied outputs• Web-ready content to drive broader and more...
Tagging (mark-up) defines structure and      separates content from design                                                ...
Disengaging design increases agility                                                                  Print (multiple     ...
If you’ve tagged for structure, you can       also tag for context (meaning)• Formats are supported by consistent tagging ...
Publishers must balance process complexity with content agility                          Starting point – agile content tr...
Is agile content a passing fad?• Mark-up (tagging) is a core component of publishing• XML and its predecessor, SGML, are t...
Editors’ views on the need for agile content • 100% noted some or a lot of problems with content storage   and retrieval •...
Core take-aways from our survey• Almost everyone sees a value in cost-effectively supporting  more formats• The ability to...
In a nutshell, if you need to…• Reduce direct or indirect content costs …• Improve content storage and retrieval …• Suppor...
Implementing agile: benefits vs. costs• An investment in content agility requires advance planning• It often leads to chan...
Balance: the key to workflow changes
Estimating agile’s potential benefits Many                                                                        Cookbook...
Estimating agile’s potential benefits Many                                                                        Cookbook...
Agile solutions fall into three “buckets”                                • Variety of editorial                           ...
Cross-platform usually requires some new                  tools Content editors            Post production tools          ...
Managing and applying transformsWhy style sheets? They are the                          PDF,                              ...
Style sheets lower per-page prep costs                                                             Stylesheets            ...
The payoff is volume-relatedAdapted from work by Rebecca Goldthwaite, Cengage Learning                                    ...
How do I obtain a return on my investment?                                        22
23
24
25
Contentaggregation  Custom publishing  Digital marketing              26
27
How do I get started?                Contracts &                    Production       Production or   Marketing &Acquisitio...
Best ways to save on implementation• Begin with the end in mind (plan first)• Commit to sustained change over a period of ...
Begin with the end in mind …Planning                               Implementation   Establish and evaluate member       ...
Commit to sustained change …Planning                               Implementation   Establish and evaluate member       ...
Remember that it’s not (just) about tech …Planning                               Implementation   Establish and evaluate ...
Planning and implementation, by function       Bring the planning and       implementation       checklists to life: “What...
So if you are looking to …Goal              Keep in mindRepurpose         • Tie plans back to pain points, where applicabl...
Other operational improvementsGoal               Keep in mindImprove internal • Catalog pain points (file maintenance, ret...
Useful links• http://bit.ly/ahxDGi (link to XML and related glossaries)• http://www.idpf.org (standards, EPUB)• brian.olea...
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Cross platform workflows

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  • In preparing for today ’s session, one of the questions asked was, in effect …. Short answer is “no” It ’s not just about XML, though
  • There ’s a lot of survey data, and I’m happy to provide links, but in the interest of time, a bottom line
  • Transcript of "Cross platform workflows"

    1. 1. “Write once, read many” Planning for, producing anddelivering content across multiple platforms December 6, 2012 @brianoleary
    2. 2. An overview of today’s discussion“Why” tackle agile content? “How” to make content agile?• What is agile content? • What are the benefits and• Why do I need to know costs? about it? • Where is the ROI?• Will it go away? • How do I get started?• Why is it relevant to my • What are the best ways to association? save on implementation? 2
    3. 3. So what is agile content?• Content owners identify elements (the building blocks of content) and define document structure• Owners can customize elements to capture specific industry structures or taxonomies• Can vary the presentation of elements across multiple uses A host of acronyms and related terms are explained in two glossaries online at http://bit.ly/ahxDGi. 3
    4. 4. The promise of agile workflows• Far lower conversion costs for varied outputs• Web-ready content to drive broader and more targeted marketing efforts• Tagged content that can be combined or chunked to create new content offerings• The opportunity to link rights and IP, lowering costs and unlocking new revenue
    5. 5. Tagging (mark-up) defines structure and separates content from design Three linkedTraditional Print- elements; Content Structure DesignCentric Approach one output opportunity Migrating to agile content Content and structure are Content-Centric Content Structure Design linked; design is Approach separate Multiple output opportunities Adapted from work by David Young and Phil Madans, Hachette Books 5
    6. 6. Disengaging design increases agility Print (multiple formats) Structuralcomponents of thework are identified Digital book Web page Multiple formatsContent Structure Design can be generated Mobile from a single source (file) PDF and connected to the content Aggregation (e.g., annual Syndication, “best of” more publication…) Adapted from work by David Young and Phil Madans, Hachette Books 6
    7. 7. If you’ve tagged for structure, you can also tag for context (meaning)• Formats are supported by consistent tagging for structure• All cross-platform content benefits from structural tagging• Recombinant, aggregated, syndicated and searchable uses rely on contextual tagging• “Chunkable” or repurposed content benefits most from contextual tagging 7
    8. 8. Publishers must balance process complexity with content agility Starting point – agile content transition“Write once, read once” (single- format delivery) “Write once, read many” (supporting multiple formats and uses) XML workflows Conventional workflows 8
    9. 9. Is agile content a passing fad?• Mark-up (tagging) is a core component of publishing• XML and its predecessor, SGML, are three-plus decades old• STM and journal publishers (some under association control) were early adopters of SGML• Recent growth in use of agile content among professional, business and some consumer publishers• To understand the need for agile content, we surveyed the toughest audience we could find … 9
    10. 10. Editors’ views on the need for agile content • 100% noted some or a lot of problems with content storage and retrieval • 89% noted that additional formats take more work • 71% plan for more than one use of content • 62% get files back from printers to edit or update • 53% think about chunking or recombining content • No editor felt “everything was fine; no need to change” 10
    11. 11. Core take-aways from our survey• Almost everyone sees a value in cost-effectively supporting more formats• The ability to manage multiple formats is far from “under control”• Content storage and retrieval is art, not science• Increasingly, publishers and editors are looking for the flexibility and control that agile content can provide 11
    12. 12. In a nutshell, if you need to…• Reduce direct or indirect content costs …• Improve content storage and retrieval …• Support digital, POD or alternative print formats, or …• Offer members more control over their content choices …• Then agile content is relevant to your association 12
    13. 13. Implementing agile: benefits vs. costs• An investment in content agility requires advance planning• It often leads to changes in processes, technologies and organizational structures and roles• Publishers must learn and apply new tools in new ways• Different types of content forms benefit to greater or lesser degrees from an investment in agile content 13
    14. 14. Balance: the key to workflow changes
    15. 15. Estimating agile’s potential benefits Many Cookbooks Religion (esp Bibles) STM Education Business Travel and Association tourism Fictional series Reference Tests“Chunks” Travelogues Historical fiction (opportunity to capture people, places, events) Scholarly monographsFew or Novels none Low Frequency of or potential for reuse High 15
    16. 16. Estimating agile’s potential benefits Many Cookbooks Religion (esp Bibles) STM Education Business Travel and Association tourism Fictional series Reference Tests“Chunks” Travelogues Historical fiction (opportunity to capture people, places, events) Scholarly monographsFew or Novels none Low Frequency of or potential for reuse High 16
    17. 17. Agile solutions fall into three “buckets” • Variety of editorial • Variety of editorial • Wordpress • Wordpress • Standard • Standard tools tools transforms (“collect transforms (“collect Increasing cost or complexityIncreasing cost or complexity • PressBooks • PressBooks • MS Word (2011) • MS Word (2011) for print”) for print”) • Drupal • Drupal • InDesign/InCopy • InDesign/InCopy • Custom transforms • Custom transforms • Outsourced DADs • Outsourced DADs • Sharepoint • Sharepoint (codeMantra, (codeMantra, • Proprietary • Proprietary Ingram, etc.) Ingram, etc.) databases with real- databases with real- • Workflow solutions • Workflow solutions time calls or time calls or (e.g., K4) (e.g., K4) • In-house (e.g. • In-house (e.g. periodic feeds periodic feeds MarkLogic) MarkLogic) 17
    18. 18. Cross-platform usually requires some new tools Content editors Post production tools Relevant technologies XMLSpy XML Validators XML StylusStudio DTD Validators XSLT Dreamweaver Converters - XML to DTD XPath EditiX Converters - DTD to XML XSL-FO oXygen ESB DTD XMLWriter eBook Readers XML Schemas Liquid Etc… XML Namespaces Adobe InDesign XQuery Wordpress EPub PressBooks PDF RSS Adapted from work by Steve Waldron, Klopotek NA
    19. 19. Managing and applying transformsWhy style sheets? They are the PDF, PDF,tool that makes “write once, read print print XSL-FOmany” possible … XSL-FO XSL-FO POD POD Large Large XSLT print print XSLT XSLT XSL-FO XSLT XSLT XSLT Othe Othe CSS Mobi Mobi r* r* etc. etc. *Chunked, recombinant or annotated content 19
    20. 20. Style sheets lower per-page prep costs Stylesheets Simple = $550 Moderate = $1500 Complex = $2500 Highly complex = $5K - $10K Composition $.50 - $4.25Adapted from work by Rebecca Goldthwaite, Cengage Learning 20
    21. 21. The payoff is volume-relatedAdapted from work by Rebecca Goldthwaite, Cengage Learning 21
    22. 22. How do I obtain a return on my investment? 22
    23. 23. 23
    24. 24. 24
    25. 25. 25
    26. 26. Contentaggregation Custom publishing Digital marketing 26
    27. 27. 27
    28. 28. How do I get started? Contracts & Production Production or Marketing &Acquisition agreements Editorial editorial operations salesDevelop Integrate Confirm Work with Manage and Use tags toauthor rights additional editors to tag apply help targetguidelines information downstream and “chunk” transforms audiences with content usesImplement Apply style Work with Content-Word With authors, sheets solutions specifictemplates tag for providers SEO/SEMusing XML meaning Implementfunctionality and maintain Monitor version search andKeywords control keyword use to inform upstream tagging 28
    29. 29. Best ways to save on implementation• Begin with the end in mind (plan first)• Commit to sustained change over a period of time• Remember that it’s not (just) about technology Successful implementation starts with effective planning. Here are five planning and seven implementation “best practices” to keep in mind as you develop more agile content workflows. 29
    30. 30. Begin with the end in mind …Planning Implementation Establish and evaluate member  Obtain and maintain operating buy- requirements in, support and dialogue Assess your processes across  Rank association benefits and functions and handoffs measure progress openly Model both current (operational)  Plan for early wins, ideally spread and future (strategic) benefits across multiple functions Solicit senior-level support for  Exploit the value of prototyping sustained change  Capture and share deep content Determine the point at which you knowledge want to “start” being agile  Foster and communicate objective measurements  Capitalize on the value of new, downstream uses 30
    31. 31. Commit to sustained change …Planning Implementation Establish and evaluate member  Obtain and maintain operating buy- requirements in, support and dialogue Assess your processes across  Rank association benefits and functions and handoffs measure progress openly Model both current (operational)  Plan for early wins, ideally spread and future (strategic) benefits across multiple functions Solicit senior-level support for  Exploit the value of prototyping sustained change  Capture and share deep content Determine the point at which you knowledge want to “start” being agile  Foster and communicate objective measurements  Capitalize on the value of new, downstream uses 31
    32. 32. Remember that it’s not (just) about tech …Planning Implementation Establish and evaluate member  Obtain and maintain operating buy- requirements in, support and dialogue Assess your processes across  Rank association benefits and functions and handoffs measure progress openly Model both current (operational)  Plan for early wins, ideally spread and future (strategic) benefits across multiple functions Solicit senior-level support for  Exploit the value of prototyping sustained change  Capture and share deep content Determine the point at which you knowledge want to “start” being agile  Foster and communicate objective measurements  Capitalize on the value of new, downstream uses 32
    33. 33. Planning and implementation, by function Bring the planning and implementation checklists to life: “What do I need to know to do this right?” Provide examples of what agile can do and how to get startedDescribe best andemerging practices inagile; provide skills andarguments to helpconvince others toparticipate 33
    34. 34. So if you are looking to …Goal Keep in mindRepurpose • Tie plans back to pain points, where applicablecontent • Buy/develop XSLT and XSL-FO tools that can be shared, adapted • Simplify: make content files that support multiple usesCreate related • Capture and share deep subject knowledge“chunks” • Prototype and test (make many small mistakes, not one big one) • Test pricing where you can (not an agile suggestion, but …)Create • Survey (be mindful that the expressed need may not be there)expanded • Engage both editors and membership staff (break down silos)editionsDevelop or use • To take advantage of app readers, ask for standards (typicallymobile apps HMTL5) and structure content so that it can be ported easily. • For smaller associations, app development may not be a priority 34
    35. 35. Other operational improvementsGoal Keep in mindImprove internal • Catalog pain points (file maintenance, retrieval, versioning, etc.)processes • Be clear where tools help (versus workflow improvement alone) • Focused projects: short or prototyped; senior and operating support; look for early winsProduce more • Figure out the formats first (POD, large print, etc.)formats • Buy, borrow or develop XSLT and XSL-FO tools that can be shared or easily adapted • Simplify: make XML files that support seamless downstream useStreamline • Standard formats, particularly EPUB, existdigital book • If you need to support more than EPUB, buy, borrow or createproduction transforms that can be reused across titles 35
    36. 36. Useful links• http://bit.ly/ahxDGi (link to XML and related glossaries)• http://www.idpf.org (standards, EPUB)• brian.oleary@magellanmediapartners.com• @brianoleary (Twitter)• www.linkedin.com/in/brianfoleary (LinkedIn) 36
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