Connecting Intelligent Content with Micropublishing and Beyond

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This presentation will describe and demonstrate a grand unified vision for pulling together different kinds of single-page products for the Web, for print, and more. Lessons from this model can give …

This presentation will describe and demonstrate a grand unified vision for pulling together different kinds of single-page products for the Web, for print, and more. Lessons from this model can give you an edge in market-leading adoption of the next great thing after micropublishing, the current trend.

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  • 1. Connecting Intelligent Content with Micropublishing and Beyond Don Day Principal Consultant Contelligence Group LLC
  • 2. Who is Don Day? Publishing Technologies Collecting and using old film cameras  Created IBM's first SGML application for AIX online help  Listening to assorted, eclectic, independent music artists  Helped design IBMIDDoc DTD  IBM's W3C Primary Rep to XSL and CSS Working Groups  Led workgroup that designed the DITA framework, and initiated OASIS, DITA-OT activities  Created IBM's DITA Wiki prototype  Extending "DITA for the Web" to crossover use in Web publishing   Loving on my cats and family, in that order Model rocketry Copyright © 2012 Contelligence Group, LLC  7 October 2012 Hobbies 2
  • 3. What We’ll Cover • Overview of renditions with common content types • The Challenge • The Candidate • The Process • The Results
  • 4. Thesis proposition: • What is the difference between • • • • An infographic, A single-page web site, A microsite, And a micropublishing eZine? • And how can Adaptive Content unify their production? • Definitions and Examples • As seen through a structured content framework Deep dive…
  • 5. Infographics • From information and graphics • Pictures intended to convey concepts, visualize data, organize information • When and how to create an effective infographic • http://optimalexperience.com/2014/02/when-and-how-tocreate-an-infographic/ Examples: • The DNA of a Successful Book • http://dailyinfographic.com/the-dna-of-a-successful-bookinfographic • Creating Valuable Content / A Step-by-Step Checklist • http://www.ahamediagroup.com/includes/leibtag_content_chec klist.pdf
  • 6. Single-page Web Site • • • • Aka “One Page Sites” A full web site concatenated into a single page Like an infographic, is easy to scroll Unlike an infographic, is searchable and clippable Examples: • One Page Love (a compendium) • http://onepagelove.com/ • Berroguetto (musical group) • http://www.berroguetto.com/
  • 7. Microsite • Key use for brand positioning • Car makers might have one model per site • Also used for landing pages and campaigns Examples: • How to Develop a Microsite: 5 Examples to Get You Started • http://contentmarketinginstitute.com/2010/12/micrositesamples/ • Mobile DITA Showcase • http://mobiledita.com/
  • 8. Micropublishing eZine • Small newspapers and magazines delivered electronically (mail or web) • High attention to typography, readability, user experience • Effectively an online, open distribution alterative to eBooks Examples: • The micropublishing explosion has begun • http://pando.com/2013/06/03/the-micropublishing-explosionhas-begun/ • The Magazine • https://the-magazine.org/ • Medium • https://medium.com/
  • 9. Observations: • Different renditions, common content types • That is, “titled , information-rich modules, usually text” • Specifically not covering data visualization for now • Easy to observe, not easily apparent how to do • Obvious question: • Is there value in reusing content across multiple deliverables in this way? • The ROI call may depend on user preference, maintenance of versions, ease of extending.
  • 10. Challenge: • By definition, Adaptive Content seems right for this role • How to get that value out of Adaptive Content? • Step back: • What is Adaptive Content anyway? • Adaptive content automatically adjusts to different environments and device capabilities to deliver the best possible customer experience, filtering and layering content for greater or lesser depth of detail. (Ann Rockley) • What is it that actually enables multi-format rendering? • Ability to find and reuse subsets of interest, particularly within chunks • Ability to apply late-bound behaviors to inner items of interest
  • 11. Analysis: • What are the issues? • • • • Hard to change from what you know (human issue, not technical) Unimaginative WCMS tools (limited structure going in) “Inner styles” usually hard coded in body content Limited ability to filter inner substructures (in-body conditionality) • [shortcodes] as hacks for inner structure with inner logic • What are our options? 1. 2. Develop Structured Content for Adaptive Use Develop Adaptive Uses for Structured Content
  • 12. Developing Structured Content for Adaptive Use • Many roads to Nirvana. • We’ll follow a Use Case approach.
  • 13. Use case: “5 Technologies” • Scott Abel, aka The Content Wrangler, has a popular slide deck called ‘5 Technologies Content Marketers Can’t Afford to Ignore.” • http://www.slideshare.net/abelsp/content-marketing-futurist • Why this sample was compelling: • Scott agreed that we give this a try! • Is an active marketing message; new audiences will justify the investment of doing the hard work • In the “Bite, Snack, Meal” school of progressive disclosure, the 5 steps have nice “snack” definition; the whole set is a “meal” • Demonstrates why intelligent content matters • Like Han Solo in carbonite: amazing visual with limited reuse.
  • 14. Migration to XML • PowerPoint has structure: • Normally Save As > Outline/RTR produces reasonable lists • Text in Text Fields is not structured, can’t be exported as lists • • • • • Scott used “Plan B” – the content was pretty but hidden Solution: Print to PDF then Select All using the text copy tool Revised to reorder sequences and add list structure back in Final conversion into DITA format for the rendering tests Result: actually a well organized white paper!
  • 15. Order out of chaos • 5 Revolutionary Technologies * • About Scott Abel * • The Problem * • The Solution * • • What is Technology? * #1 Automated Translation • Why do we need to know this? * • • What is Automated Translation? * • How do we get started? * #2 Automated Transcription • Why do we need to know this? * • • What is Automated Transcription? * • How do we get started? * #3 Terminology Management • Why do we need to know this? * • • What is Terminology Management? * • How do we get started? * #4 Adaptive Content • Why do we need to know this? * • • What is Adaptive Content? * • How do we get started? * #5 Component Content Management • What is Component Content Management? * • Why do we need to know this? * • How do we get started? * • Wait, there's much more! * • Final Thoughts *
  • 16. What we ended up with:
  • 17. Why DITA? • Any XML is certainly worth considering, if the structure and semantics serve your needs. • But note: Microsoft Word’s XML format is a poor example of structured and semantic XML. • DITA and DocBook are good examples of XML with useful hooks for Web applications. • DITA topics and maps, in particular, are very good matches for the content regions in typical web pages. • The Battle for the Body Field • http://alistapart.com/article/battle-for-the-body-field • Why DITA, Especially “for the Web?” • http://contelligencegroup.com/ditaperday/why-dita-especiallyfor-the-web/
  • 18. Why Not HTML5? • Yes, it is popular. • Yes, it has structuring and semantic markup that is very similar to many elements in DITA. • But the W3C workgroups over that standard prefer not to limit innovation by imposing schemas on content written for the Web. • HTML5 has no way to ensure repeatable, consistent use of those structural elements upon which reliable adaptive reuse (production level, especially) can be built. • What this means in terms of reuse issues down the road:
  • 19. HTML5: Form without Structure
  • 20. What DITA can do for HTML5: • DITA's best feature for the Web is its architecture • Structure in particular promotes content adaptiveness • DITA has a long track record of experience and practice to inform on new solutions
  • 21. Developing Adaptive Uses for Structured Content • Format: XML DITA • Rendering framework: expeDITA concept framework • Data models for output processing: • DITA map for White Paper, web site, microsite, ezine • .ini array defines site navigation for Single Page appearance (and subsequent infographic capture)
  • 22. Demo views: 1. 2. 3. 4. 5. 6. The map that defines any structured view http://localhost/q/index/map/FiveRevTech White paper: turn on Aggregate view eZine: switch to galley mode Onepage: switch to ToC view, then to pageone theme Web site
  • 23. Lessons learned • “Site-driven process” vs “body-driven process” came up as necessary distinctions • Main effort was in: • Content migration and “intelligence implantation” • Integration of inner styles with content, across themes • Main value was in making Scott’s content now something of exponential value (current audience multiplied; intriguing future potential) • I have a repeatable process that is not hardwired to the content; this leverages the value of the content. • The process is teachable and open; let’s do more with it!
  • 24. Questions? •
  • 25. Contact Don R. Day Co-Founder, ContelligenceGroup.com Chair Emeritus, OASIS DITA Technical Committee LinkedIn: donrday Twitter: @donrday About.me: Don R. Day Skype: don.r.day "Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?" --T.S. Eliot 25 Copyright © 2013 Contelligence Group, LLC 11 February 2013