Transformative Approach to Component Content Management

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Your information content is a critical business asset. It is a key differentiator of you, your organization, and what you have to offer customers. …

Your information content is a critical business asset. It is a key differentiator of you, your organization, and what you have to offer customers.

For some, it is the first introduction you have to potential new customers and for the rest an integral tool in retaining and expanding your existing customer relationships.

Traditionally people have viewed content in isolated silos. Separating marketing and product management from the engineering development from support services. In today’s market place, leaders have taken a transformative approach and have broken down the archaic barriers to allow for a dynamic flow of information and collaboration while still maintaining a high level of visibility into all facets of the lifecycle. How? By changing the way they manage content!

We discuss what true component-level content management can do for you and your bottom line. We will give you tips and pointers of key things to look for when evaluating solutions and red flags to avoid.

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  • Abstract:

    In a transformative approach to content strategy and master data management,
    the key is understanding component content management and content flow

    Your information content is a critical business asset. It is a key differentiator of you, your organization, and what you have to offer customers. For some, it is the first introduction you have to potential new customers and for the rest an integral tool in retaining and expanding your existing customer relationships.

    Traditionally people have viewed content in isolated silos. Separating marketing and product management from the engineering development from support services. In today’s market place, leaders have taken a transformative approach and have broken down the archaic barriers to allow for a dynamic flow of information and collaboration while still maintaining a high level of visibility into all facets of the lifecycle. How? By changing the way they manage content!

    Join us, as we discuss what true component-level content management can do for you and your bottom line. We will give you tips and pointers of key things to look for when evaluating solutions and red flags to avoid.
    Are you sure you want to
    Your message goes here
  • A video from this presentation has been posted as well:
    http://single-sourcing.com/video/transformative-adoption.html
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  • So you’ve taken the leap and moved your content to a smart structure – XML Why XML? Talk about some of the benefits of XMLPerhaps you’ve even taken it one step farther and moved into DITA which allows you to ………….But no matter what DTD you have adopted, you will still have a need to manage those content assets. Why do I refer to your content as an asset? Because it is!
  • All departments use it, all departments create it, all departments consume it. Unfortunately, we often see these departments operating in silos of isolation or at best some limited form of collaboration. Unless your strategy is designed with the understanding of the power and reach of information and the significance of a single source of truth that can be shared and repurposed, you can end up with disjointed or fractured information.
  • There are three main objectives of content. It should Attract new consumers or bring back old ones. It needs to capture their attention in the fastest way possible. It needs to retain their allegiance to you and your products or services. Just like any other asset, you need to invest it in the right way to manage the content. It starts with how you design the content. You need to designing it for the right audience. Once you have the design, then you need to consider how you deliver it. Are you delivering it to the right channels. You need to be where your customers are.
  • So what can you do? You know you need to be there, cause if you aren’t you lose your foothold. < I can think of one company in particular who had dropped the ball on adopting a strategy (we wont name names). Despite the fact that their products were superior in their market space and they had years ahead of their competition, they just didn’t show up with the correct content for the consumer. Soon, the potential customers began to get the impression that the company was gone or fading away. Of course the reverse was true – but try to convince to community who by then was wooed away by the competition who had adopted a transformative strategy. >How can you do it without losing all your companies profits to get you there? Lets take a look at how you can transform your management and delivery of product information. We will show you how to take your content from creation to multiple media channels, such as social media. Instantly publish it and connect with your customers anywhere they're looking for you. Saving you time and money.
  • Here is what it should look like in your world. transformative adoption of how you view and manage your content assets can provide breakthrough results in driving corporate growth and expansionMaking the impossible a reality

Transcript

  • 1. Transformative approach to Component Content Management
    Liz Fraley
  • 2. Moved to smart structured content – adopting XML
    DITA – a new way to create structure for a more savvy consumer
    Strategic management of content assets
    Where do we go from here?
  • 3. Content as an asset for internal consumers
    Do you have a bridge or silos?
    Engineering
    Marketing
    Sales
    Service
    Training
  • 4. Content is an asset for customer facing
    Three main objectives for content
    Attract
    Capture
    Retain
    Just like any asset, you need to invest in the management.
  • 5. Content Management Systems
    Many types –
    CMS – Content Management System
    SCMS – Source Control MS E
    CMS – Enterprise CMS
    WCM – Web CMS
    DMS – Document CMS
    SMMS – Social Media MS
    CCMS – Component CMS
  • 6. The Challenge
    Internal Content Developers
    Internal Content Consumers
    External Content Consumers
    KB
    WCM
  • 7. There is hope
    Create a strategy
    Transform the creation of content
    Unify the tools used from creation to delivery
    Form a single source of truth
  • 8. Component Content Management
    True Content Asset Management
    One single source of truth
    Transforming value perception of content
  • 9. The Goal
    CCMS
    Authoring (XML Content)
    Styling and Layout
    Illustration
    Content componentsfrom internal producers
    for internal consumers
    Content authorized for external consumers
  • 10. Content is a business asset
    Component content allows you to capitalize on
    Maximizing reuse of content
    Providing on-demand multi channel output
    Collaborate with confidence
  • 11. What everyone wants
    Associativity
    Records Management and Audit Trail
    Metadata Management
    Search
    Permission control for collaborative content creation
    Information Lifecycle Process Management
    Workflow
    Automation
    Data retention and archival
  • 12. What everyone needs
    Access to information across departments
    Ability to instantly update content and notify
    Streamlined process
    The ability to respond strategically instead of reactively
  • 13. Things to look for
    Ease of use
    Ease of implementation
    Support for training
    Active user community
    Updates and upgrades
    Does it solve your business needs now and into the future?
  • 14. Beware the pretenders
  • 15. Harmonized Solution
    Create
    Collaborate, Control, Transform
    Deliver
    Personalized
    Delivery
    Component Content Manager
    Content Authors
    DesignersDevelopersTrainingTranslatorsIllustratorsCustomers
    Deliverable
    XML Doc Bursting Rules
    Description
    How to
    Concept
    Task
    Example
    Styling and Layout
    French, Spanish, German
    15