The Content Revolution - LavaCon 2011 Keynote

Thinking about Content as Food

The Content Solution Lifecycle CONTENT CONTENT ACQUISITION STRATEGYPreparation CONTENT Vision DELIVERY CONTENT CONTENT MANAGEMENT EVOLUTION Control Feedback

Content Strategy: The Vision Concept Reputation Market ValueExcitement Competition Customers

Content Acquisition: The Preparation Tools Ingredients Recipes Techniques

Content Delivery: The Transaction Personalize Deliver Present Satisfy × 10

Content Management: The Control Direct Measure Correct Motivate

Content Evolution: The Feedback Engage Adapt ListenImprove

Lessons from the Content Kitchen … in order to achieve superlative performance in satisfying customers with exciting & evolving information products Think about content as everything that hasto come together behind the scenes

Now Imagine 1 Kitchen for 1000 Restaurants

Trends putting Content at the CenterGlobalization Innovation Socialization Integration Optimization

Globalization Content and productsare designed, built, delivered & supported for customers around the world Every customer is unique. Content and products must be customizable to suit the context & preferences of each unique customer.

Innovation To meet the demands of 7 Billion unique customers, organizations must pursue non-stop innovation. More and more, products will be Integrated & connected. The same goes for content.

Optimization To be competitive & sustainable organizations must look for any & all opportunities to streamline & improve. This includes focusing intently on the content behind information transactions & products See mystery to mathematics fly – Alexander Pope

Socialization Customers decide what a product is for & how it’s best used. Customer content provides thefeedback that drives product evolution. The customers become the product managers

Integration The most important trend is the need for organizations to continuously refine how tightly they integrate theirproducts, processes & content The # 1 improvement in how content is created & managed is how closely it can be integrated into the core business processes of the organization

Different Paths from 1986 to the Present 2011 1986

Tech Comms from 1986 to the Present The Evolution of 2011 the Tools of Technical Communication 1986 Making communication teams tactically more efficient & more effective

Intelligent Content from 1986 to Present 2011 Addressing the strategic need to integrate enterprise contentCharles Goldfarb Yuri Rubinsky 1986ISO 8879 SGML Making the enterprise more effective & more efficient DoD CALS Initiative

Case Study: When Worlds Collide Aircraft engine overhaul services company (c1998) Technical documentation team of 20 communicators Experts using Xerox GlobalView Changes in global market Required use of CALS standards • Continuous Acquisition & Lifecycle Support Demanded intelligent digital information products Tech Comm Question: What happens to me? … Outcome: Sharp increase in revenue on Tech Comm

Reflections The Content Solution Lifecycle CONTENT CONTENT ACQUISITION STRATEGY Strategy Acquisition CONTENT DELIVERY Delivery Management CONTENT CONTENT MANAGEMENT EVOLUTION Evolution Trends Globalization Optimization INTEGRATION Innovation Socialization Intelligent Content elevates the strategic perspective over a narrow focus on tactical improvements

Making Additional Connections

http://www.gollner.ca	1491
http://www.conseilsmarketing.com	212
http://jgollner.typepad.com	100
http://www.stonepower.fr	41
http://paper.li	15
http://devry-prodstaging.sophiaapp.com	8
http://feeds.feedburner.com	4
http://www.onlydoo.com	3
http://www.paperblog.fr	3
http://www.linkedin.com	2
http://translate.googleusercontent.com	2
http://www.twylah.com	1
http://www.jgollner.typepad.com	1

The Content Revolution - LavaCon 2011 Keynote

by Joe Gollner on Nov 19, 2011

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The Content Revolution - LavaCon 2011 Keynote — Presentation Transcript