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Developing A Unified Content Strategy with Ann Rockley

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Too often, content creators work in isolation from one another. This separation is especially problematic in large companies, many of which separate content creators into discrete working units for organizational purposes. Departmental silos erected between marketing, technical, training, support and product information developers make it impossible for anyone to have a single, consolidated view of the content landscape. Without an overarching view, customers are likely to encounter inconsistent, incongruent, and incorrect content.

We call this The Content Silo Trap™. Content silos can have detrimental effects on organizations, resulting in increased costs, reduced quality, and potentially ineffective materials. A unified content strategy can help your organization avoid these and other costly challenges, reducing the costs of creating, managing, and distributing content, and ensuring that your content supports both organizational and customer needs.

Learn how to develop a unified content strategy—a repeatable method of identifying all content requirements up front, creating consistently structured content for reuse, managing that content in a definitive source, and assembling content on demand to meet your customers’ needs. A unified content strategy is a coherent plan of attack that ensures your content is the same wherever it appears, providing customers a consistent experience every time. On brand. The right content. At the right time. In the right language and format. On the devices of your customers’ choosing.

This presentation was given at Information Development World on May 16, 2017

Don’t miss our upcoming event, Information Development World: Creating Machine-Ready Content to be held on November 28-30, 2017.

http://www.informationdevelopmentworld.com

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Developing A Unified Content Strategy with Ann Rockley

  1. 1. @arockley | #IDW2017 | rockley@rockley.com Ann Rockley, CEO The Rockley Group, Inc.
  2. 2. @arockley | #IDW2017 | rockley@rockley.com • 28+ years in the industry • Corporate • Promotional • Instructional • Industry Experts • Intelligent content strategies • Content reuse strategies • Structured content management • Content creation and management in a regulated world
  3. 3. @arockley | #IDW2017 | rockley@rockley.com
  4. 4. @arockley | #IDW2017 | rockley@rockley.com • Known as the “mother of content strategy” • Creator of the concept of intelligent content and founder of the Intelligent Content Conference. • Passionately committed to defining and sharing industry best practices • Master of Information Science • Fellow of the Society for Technical Communication • Adjunct Professor, MSc in Information Design and Development, Cork Institute of Technology
  5. 5. @arockley | #IDW2017 | rockley@rockley.com
  6. 6. @arockley | #IDW2017 | rockley@rockley.com
  7. 7. @arockley | #IDW2017 | rockley@rockley.com
  8. 8. @arockley | #IDW2017 | rockley@rockley.com
  9. 9. @arockley | #IDW2017 | rockley@rockley.com
  10. 10. @arockley | #IDW2017 | rockley@rockley.com
  11. 11. @arockley | #IDW2017 | rockley@rockley.com
  12. 12. @arockley | #IDW2017 | rockley@rockley.com
  13. 13. @arockley | #IDW2017 | rockley@rockley.com
  14. 14. @arockley | #IDW2017 | rockley@rockley.com
  15. 15. @arockley | #IDW2017 | rockley@rockley.com
  16. 16. @arockley | #IDW2017 | rockley@rockley.com
  17. 17. @arockley | #IDW2017 | rockley@rockley.com Explore Buy Use Maintain Upsell/ New Sell
  18. 18. @arockley | #IDW2017 | rockley@rockley.com
  19. 19. @arockley | #IDW2017 | rockley@rockley.com
  20. 20. @arockley | #IDW2017 | rockley@rockley.com
  21. 21. @arockley | #IDW2017 | rockley@rockley.com
  22. 22. @arockley | #IDW2017 | rockley@rockley.com
  23. 23. @arockley | #IDW2017 | rockley@rockley.com
  24. 24. @arockley | #IDW2017 | rockley@rockley.com
  25. 25. @arockley | #IDW2017 | rockley@rockley.com • Determine your corporate personas • Identify content needs at each point in the entire customer content lifecycle • Identify hand-offs between phases
  26. 26. @arockley | #IDW2017 | rockley@rockley.com • Agree on a common set of terminology • How do you refer to things • Avoidance of acronyms • Agreed upon names for your functionality or services
  27. 27. @arockley | #IDW2017 | rockley@rockley.com • Define the terms that customers will use to retrieve your content • Agree on common metadata • Each group will have some unique metadata to support their content, but you should have a common set that everyone can use
  28. 28. @arockley | #IDW2017 | rockley@rockley.com • Write once, use many • What content can be reused within a content set and across a content set • Determine who creates and maintains common reusable content • Educate everyone on when and how to reuse content
  29. 29. @arockley | #IDW2017 | rockley@rockley.com • Develop content models to support each content set • Ensure the content models support reuse • Where possible build a core set of component models that can be used by everyone and unique component models where necessary • Determine how content models will be centrally maintained for optimum access and use
  30. 30. @arockley | #IDW2017 | rockley@rockley.com • Content should be designed to be delivered in any channel • Ensure content is designed to be separate from format • Only format neutral content can be delivered anywhere, anytime, and on any device
  31. 31. @arockley | #IDW2017 | rockley@rockley.com • Develop ways to “hand-off” content between technologies • Base hand-offs on your common models and technology • Use the right technology for the right need
  32. 32. @arockley | #IDW2017 | rockley@rockley.com • That oversees the unified content strategy • Maintains a corporate-wide understanding of content • Helps to identify opportunities to work together • Manages standardization • Supports continuous improvement • Addresses concerns and conflicting needs
  33. 33. @arockley | #IDW2017 | rockley@rockley.com • A unified content strategy—a repeatable method of identifying all content requirements up front, creating consistently structured content for reuse, managing that content in a definitive source, and assembling content on demand to meet your customers’ needs. • It provides a coherent plan of attack that ensures your content is the same wherever it appears, providing customers a consistent experience every time. On brand. The right content. At the right time. In the right language and format. On the devices of your customers’ choosing.
  34. 34. @arockley | #IDW2017 | rockley@rockley.com 1. Reach out across the silos 2. Build corporate personas and identify content needs at every point in the customer journey 3. Standardize terminology 4. Create an enterprise taxonomy 5. Create a reuse strategy 6. Develop content models 7. Ensure content is format neutral 8. Create an oversight committee
  35. 35. @arockley | #IDW2017 | rockley@rockley.com moreinfo@rockley.com rockley@rockley.com cooper@rockley.com

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