Over the last 15 years music industry revenues have been decimated: first, by the digital content revolution, but then by revolutions within revolutions, disruptions disrupting disruptions. Where music leads, history teaches us that all content will follow... This presentation includes: What happened to the music business and why that matters to enterprise content. How some music companies have successfully bucked the downward trend and what we should learn from them. Why your content strategy is already 10 years out of date and could mean disaster for your company. What you should be doing now to future proof your business from the impending disruptions about to impact corporate content.

1. What can music teach us
about Content Strategy?
Andrew Thomas, Director of Product Marketing
SDL Knowledge Center

2. 2
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Allow me to introduce myself
○ Born and raised in Alabama
○ Love poetry, politics, and
parenting
○ Spend way too much time
consuming media
○ Product Marketing Director for
SDL Knowledge Center
○ HUGE NERD
○ Let’s connect: @work_ajt

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What happened to the music industry?

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The Analogue Experience
○ Physical
○ Sensate
○ Fixed
○ Transportation cost

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The Digital Experience
○ Intangible
○ Abstract
○ Fluid
○ Portable

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The Monolithic Album
○ Linear
○ Progressive
○ Narrative
○ Collective

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○ Modular
○ Reactive
○ Emotional
○ Independent
The Never-ending Playlist

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MP3 Singles
○ Files
○ Folders
○ Disorganized
○ Lost

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iTunes Library
○ Metadata
○ Database
○ Hierarchical
○ Searchable

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Local Storage
○ Offline
○ Singular
○ Data Footprint
○ Antisocial

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Streaming
○ Connected
○ Ubiquitous
○ Bandwidth
○ Social

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Who
benefited
from the
digital shift?
Apple Subscriptions
Streaming radio Musicians

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Who
lost?
Music Industry Record Stores
Traditional radio Musicians

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What kind of musician do you want to be?

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What is happening to TechComms?
PDF
DITA
?

16. The Right Content Strategy

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Locked in
Silos
LOCKED
The TechComm problem:
Flat & Static
Content
UNSHARED
Not available
on all devices
INCOMPATIBLE
Confusing to
Customers
INCONSISTENT

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Linear documents (albums) don’t scale
AUTHOR
CONTENT
CHANNEL
?
?
?
?
?
?

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The modular structured content (MP3s) solution
19
Modular Content
AUTHORING
Stored Centrally
SHARED COLLABORATION
Accessible to
All Departments
Sales &
Marketing
Research &
Development
Customer
Support
Training &
Learning
ASSEMBLY
Formatted to
Customer’s Need

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Separate content from formatting (iTunes)
AUTHOR
CONTENT
CHANNEL
? ?

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Then centralize and reuse (remix, mashup)
Technical
Communications
Product Marketing
Customer Support
Training and Learning

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Deliver relevant search results (preference algorithms)
Beginning User Advanced User
RESULTS RESULTS
SEARCHSEARCH

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And personalized documentation (playlists)
Mac User
PC User
Advanced User
Beginning User
Dynamic Content

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Deliver to every channel, in every format

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And in every language

26. Copyright © 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.
Global Customer Experience Management