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Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
Integrated Content Teams (Gnostyx)
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Integrated Content Teams (Gnostyx)

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Lots of things are changing for Content Professionals but among the most important is the fact that content has very much become a team sport. This session will look into how the business of content …

Lots of things are changing for Content Professionals but among the most important is the fact that content has very much become a team sport. This session will look into how the business of content has changed over the last twenty years and what this tells us about future trends. One of these trends merits closer attention and that is the emergence of, or at least the need for, Integrated Content Teams.

Drawing from models developed for “concurrent engineering”, the speaker will introduce approaches to planning and conducting content projects in ways that achieve great results and that sidestep many of the challenges that organizations find themselves saddled with. As an unexpected outcome from this exploration, a picture emergences of a new role for communicators and one that makes communication skills more important than ever. Attendees will take away practical guidelines on how to establish an integrated content team and an awareness of some of the challenges, as well as opportunities, that await the communicator within these environments.

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  • 1. Integrated Content Teams Joe Gollner Gnostyx Research Inc. jag@gnostyx.com LavaCon 2012 www.gollner.ca @joegollnerCopyright © Joe Gollner 2012
  • 2. Topics Context The Intelligent Content Imperative Intelligent Content Lifecycle Model Integrated Content Teams Global Project Case Study Shifting the Focus to Upstream Content Intelligent Content & Lean Manufacturing Case Study
  • 3. The Intelligent Content Imperative A Global Economy calls for Continuous process improvement Maximized automation Dynamically tailored products Localized delivery & support Reconfigurable supply chains This Demands Peter F. Drucker Standardized parts Only Intelligent Content Flexible & dynamic assembly has a future in this world for products, services & content
  • 4. XML Behind the Scenes Extensible Markup Language World Wide Web Consortium (W3C) Recommendation A simplification of ISO8879 Standard Generalized Markup Language (SGML) to enable portable web data Massively influential on • Technology interoperability • Electronic data interchange • Supply chain automation • Internet commerce • Social media integration • eBook publishing • Responsive web design… Absolutely Central to the Nature of Intelligent Content
  • 5. Intelligent Content in Practice A Practical Definition Intelligent Content is designed, created, managed and processed using open standards so that the resulting information products can be dynamically tailored to meet the needs of the user and can be efficiently maintained & leveraged by the content owner Intelligent Content Portable Reusable Findable Manageable Processable Intelligent Content leverages XML to expose its meaning Sustainable in ways that both people & machines can use
  • 6. Building Blocks of Intelligent Content Content Components Technology Considerations Text Modules Management Systems Media Assets Authoring Environments Data Sources Publishing Processes Relationship Links Discovery Frameworks Metadata Properties Social Media Venues Concept Taxonomies Mobile Devices Assembly Maps Governing Models Processing Rules Formatting Instructions Distribution Rights
  • 7. The Name of the Game is Automation Intelligent Content is essential if automation is to be deployed successfully To bring down costs Shorten update cycles Streamline work processes Optimize information products • For different users • For different markets • For different locations • For different devices • For different situations • For different needs In a way that can be measured & improved
  • 8. The Intelligent Content Lifecycle Model
  • 9. Intelligent Content Lifecycle Components Content Strategy Establishing a vision for what can be achieved with the right content delivered in the right ways Validated through stakeholder engagement A vision must be made tangible to take hold… Content Acquisition Creating or converting content to establish the potential to execute on the strategy Refined continuously to improve efficiency Adapted in response to stakeholder feedback
  • 10. Intelligent Content Lifecycle Components Content Delivery Publishing information products Adapting product to each user’s unique needs Content Management Applying a formal process to content lifecycle Facilitating all the activities that need to occur Content Engagement Engaging the entire stakeholder community Incorporating stakeholder content contributions Tapping into Social Media to build engagement
  • 11. Adaptive Content as Staged Intelligence Realizing the vision of Steve Jobs with Adaptive Content
  • 12. Integrated Content Teams on a Global Project
  • 13. Challenges Highly complex integrated weapon system To be integrated into a massive array of existing ships Operated as part of Fleet-wide real-time air defence To be developed through a multi-national collaboration Content to be delivered for Different electronic platforms Different system configurations Different documentation styles Different languages Different Military Standards
  • 14. The NATO Pathfinder Project Solution Goal: Facilitate international content collaboration from the very start
  • 15. Concurrent Engineering & Integrated Product Teams Critical Responses to the Challenges Concurrent Engineering Engage all disciplines from the start Ensure the core design streamlines downstream processes American Engineers Integrated Project TeamsCanadian Hippy Assemble diverse specialists to work together collaboratively Engineers, communicators & business stakeholders all in the same room French Scientist
  • 16. Shifting the Focus to Upstream Content
  • 17. Mommy, Where do Airplanes Come From? From the mind of a genius, of course! 2 1 Design 3 Document Most common answer but 4 wrong!
  • 18. The Quest for the Content behind Airplanes A trail of references led back to the primary sources A library of Engineering Standards provided the starting point with guidance, controls & a lot of data
  • 19. The Real Answer Looks More Like This 4 2 3 Design 1 Document 5 Document 6 6
  • 20. A New View of Document Content An Integrated View of Content Controls Sources (Precedence) Outputs (Goals) Processes (Mechanisms) IDEF0 Integrated Definition Activity Models from USAF
  • 21. The Assembly before the AssemblyContent workmoves forwardin theproductlifecycleContent isrendered inwhatever formthat bestaddressesthe need- Lookup- Wizard- Product design feature
  • 22. The Brave New World of Intelligent Content
  • 23. Intelligent Content & Lean Manufacturing Integrated team defining business processes Intelligent Content Modeling Language (ICML) Constructed of intelligent content components Connecting business goals to the guidance provided to the staff & suppliers performing work activities
  • 24. A Digression concerning Content ModelingGoal:Provide astreamlinedrepresentationof contentmodels &associatedprocessesSources:Object ProcessMethodology& IDEF0
  • 25. Enabling The Smart Enterprise The core intelligence lies in the precedence network – connecting ideas to actions. This facilitates the matching of actuals & feedback back to goals.
  • 26. Integrated Content Teams Teams integrate participants from all content disciplines Technical communicators Publishing specialists UX & Usability experts Information architects Media artists… This team is then integrated into the full product team Engineers John M. Manly & Lawyers Edith Rickert (1932) Business stakeholders…
  • 27. Implications
  • 28. Making ConnectionsJoe GollnerGnostyx Research Inc.www.gnostyx.comjag@gnostyx.comTwitter: @joegollnerBlog: The Content Philosopher www.gollner.ca

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