Ann Rockley is the CEO and founder of The Rockley Group. She has over 15 years experience in healthcare content strategy and is considered a pioneer in intelligent content and dynamic content delivery. Her approach involves thorough audience analysis, use of personas and metadata, and implementation of business rules to enable customized content delivery based on user needs.
4. @arockley | #infodevworld | www.rockley.com
• CEO and Founder, The Rockley Group
• Creator of the concept of intelligent content
• Founder, Intelligent Content Conference
• Known as the "mother of content strategy"
• Forefront of intelligent content strategy,
reuse, structured content management,
multichannel delivery (Web, eBook, mobile,
print)
• Passionately committed to defining and
sharing industry best practices
• Master of Information Science
• Fellow of the Society for Technical
Communication
10. @arockley | #infodevworld | www.rockley.com
• Customers are unable to find what they need
• Too much information
• Don’t know what they need
• Content is too generic
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• 100,000 pages of policy and procedure
documentation in two languages
• 29 different types of employee roles
• Initially created web-based versions of the tasks
with multiple links (employees got lost in all the
branching)
• Next they created multiple copies of the task
customized for each role (huge amount of work, high
degree of error when updates are required)
13. @arockley | #infodevworld | www.rockley.com
• Dynamic content intranet portal
• Employee profiles that identify role
• Employee requests content, the system configures
the content to match their profile
• Employees can create their own workspace to store
frequently used content for fast retrieval
• Alerts for changed/new content automatically
pushed to employee based on role
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• 6 courses, 3 mastery levels
• Each course 700-1000 pages (paper is still common
in financial materials)
• Goal: Online university
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• Identify what students need to know
• Create an information model outlining the topics
and mastery levels
• Restructure courses based on model
• Single source topics from a database
• Implement a Learning Management System
• Learner logon enables learner to log on and
receive customized dynamic content
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• Customized learning
• Reduced maintenance for content
• Can do more with less
• Was able to implement a brand-new course for a
new type of learner in less than three weeks
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• Customer can customize the software
• Add, delete, or change name of fields and windows
• Content is very generic which is confusing to users
• Customers are paying for customizable software,
unhappy with the generic content
19. @arockley | #infodevworld | www.rockley.com
• Enable the system administrator to customize the
software
• Software automatically builds a table with the new
values (window names, fields)
• The dynamic delivery engine references the table and
does an “on-the-fly” substitution of variables
• Content is customized to the customer
• Content is customized to the employee
20. @arockley | #infodevworld | www.rockley.com
• Customer has customized software and customized
content
• Happy customer
• More effective customer employees
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• Intelligent content (self aware)
• Content as application not delivery
• Content as data, not as BLOBs
• Ability to identify and access any piece of content
based on structure
• Ability to assemble content on demand based on
queries
22. @arockley | #infodevworld | www.rockley.com
• Based on metadata
• Based on structure
• Based on content
• Faceted navigation (navigation based on categories
or tags)
24. @arockley | #infodevworld | www.rockley.com
• Thorough audience analysis
• Know what they need
• When they need it
• In what form they need it
• At what level content is dynamic (topic, section,
paragraph, sentence, word)
26. @arockley | #infodevworld | www.rockley.com
• A persona is a profile of a typical user
• This persona lets the designers design content to
meet their needs.
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• Side counter
• Many years experience
• Could be asked about almost anything
• Need to know fastest way to respond to customer
needs (e.g., open an account, apply for a credit card)
• Procedural information is primary, policy is
secondary
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• The content management system uses metadata to
identify content that is appropriate for a particular
user.
• Static personalized content is created by defining
user business rules then automatically building the
personalized static content that matches the
business rules
• Dynamic personalized content is tied to the user
login. Content is dynamically assembled to meet the
needs of the customer.
29. @arockley | #infodevworld | www.rockley.com
• Metadata is critical
• Metadata is matched with the customer profile and
the customer selection to select the content to
display
• Without sufficient metadata dynamic delivery is not
possible
31. @arockley | #infodevworld | www.rockley.com
• Determine where content changes based on
metadata
• Information product (document)
• Topic
• Element (e.g., paragraph)
• Variable
• Content must be structured and tagged to support
these requirements
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• Business rules match the customer profile, add the
customer request/selection, and determines what to
display
• Business rules example
• If Location = United States select US
• If Language = English display English else display
Spanish
• If Security permission = Level 2 display <= Level 2
• If Role = Side Counter display Side Counter
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• Component content management system
• Store and manage content objects
• Reuse
• Metadata
• Workflow
• Translation
• Reports
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• Dynamic delivery
• Integrate with CCMS
• Automatically assemble content based on business
rules and metadata
• Provide user functionality to identify and create
own “workspace”
• Publish content to appropriate channel
(web/mobile, ePUB, PDF)