Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@joepairman #LavaCon
Building Catwalks Between Silos
Using taxonomy to drive engagement from content marketing to product ...
@joepairman #LavaCon
Attack of the killer silos: separate language
& processes for each team
~ Docs
@joepairman #LavaCon
Attack of the killer silos: separate language
& processes for each team
~ Docs
~ Support
@joepairman #LavaCon
Attack of the killer silos: separate language
& processes for each team
~ Docs
~ Support
~ Marketing
@joepairman #LavaCon
Attack of the killer silos: separate language
& processes for each team
~ Docs
~ Support
~ Marketing
...
@joepairman #LavaCon
Will a mega-silo solve the problem?
~ Everyone	authors	in	a	big	
(DITA?)	CMS
~ Anyone	can	reuse	anyth...
@joepairman #LavaCon
The common experience of a mega-silo
~ Complicated
~ Hard	to	navigate
~ Restrictive
@joepairman #LavaCon
The common experience of a mega-silo
~ Complicated
~ Hard	to	navigate
~ Restrictive
~ At	worst,	like	...
@joepairman #LavaCon
Separate silos are actually not so bad
@joepairman #LavaCon
Separate silos are actually not so bad
@joepairman #LavaCon
Separate silos are actually not so bad
@joepairman #LavaCon
Separate silos are actually not so bad
@joepairman #LavaCon
Separate silos are actually not so bad
@joepairman #LavaCon
We need streamlined communication,
not enforced conformity
@joepairman #LavaCon
Catwalks span silos
@joepairman #LavaCon
Taxonomy (& semantic tech) spans systems
~ What	Patrick	Lambe calls	“boundary	spanning”
@joepairman #LavaCon
Taxonomy is:
~ A	way	to	keep	track	of	things	that	are	important	to	your	
organization
– Products,	fea...
@joepairman #LavaCon
We tag content with taxonomy “concepts”,
so that we can:
~ Find	it	in	“containers”:	
site	nav;	doc	fo...
@joepairman #LavaCon
We tag content with taxonomy “concepts”,
so that we can:
~ Find	it	in	“containers”:	
site	nav;	doc	fo...
@joepairman #LavaCon
A “concept” is:
@joepairman #LavaCon
A “concept” is:
@joepairman #LavaCon
A concept has a preferred label per language
@joepairman #LavaCon
It may have alternative or hidden labels
@joepairman #LavaCon
Key to semantic tech is allowing different
systems to refer to the same thing
@joepairman #LavaCon
Each concept has a unique ID:
@joepairman #LavaCon
The ID’s all we tag content with
(of course, authors need
to see the label)
https://mekon.poolparty.
...
@joepairman #LavaCon
Each platform reads the taxonomy
https://mekon.poolparty.
biz/mekonchef3/164
Filter results by:
Prepa...
@joepairman #LavaCon
Label changes are picked up
https://mekon.poolparty.
biz/mekonchef3/164
Filter results by:
Preparatio...
@joepairman #LavaCon
Hierarchy changes work too
https://mekon.poolparty.
biz/mekonchef3/164
Filter results by:
Preparation...
@joepairman #LavaCon
Coming up — two cases of content catwalks
~ Content	marketing	<>	product	docs:	
Connected	customer	ex...
@joepairman #LavaCon
Spanning user experience boundaries
@joepairman #LavaConContent Marketing proof of concept
@joepairman #LavaCon
@joepairman #LavaCon
Appealing
recipes…
@joepairman #LavaCon
Link to related
products
@joepairman #LavaCon
But the link is
out of context,
and not obvious
@joepairman #LavaCon
By using structured content +
taxonomy, we could do better
@joepairman #LavaConStarting with a recipe taxonomy
@joepairman #LavaConTech writers create tech docs
@joepairman #LavaConMarcom creates recipes
@joepairman #LavaConIn FontoXML
@joepairman #LavaCon
Connecting key inline terms…
@joepairman #LavaCon
To the taxonomy concepts.
@joepairman #LavaCon
To the taxonomy concepts.
@joepairman #LavaCon
When we
publish the recipes
& blender docs
to DITAweb…
@joepairman #LavaCon
Users
can select a
preparation
method
or ingredient
@joepairman #LavaCon
…to
see the
attachment
that makes the
method easier
@joepairman #LavaCon
To
learn
more about
the attachment,
select the button
@joepairman #LavaCon
From here, you can
buy the product
directly
@joepairman #LavaCon
@joepairman #LavaCon
The doc automatically links back to the recipe,
and the recipe relates to “shave” and “blend”
@joepairman #LavaCon
Taxonomy
info can
also power
search
engine-
friendly
metadata
@joepairman #LavaCon
(What Google can do with Schema.org data)
@joepairman #LavaCon
(What
Google
can do with
Schema.org
data)
@joepairman #LavaCon
Questions
so far?
@joepairman #LavaCon
From spanning UX boundaries…
@joepairman #LavaCon
… to intra-enterprise boundaries
@joepairman #LavaCon
@joepairman #LavaCon
Users may not see un-spanned silos,
but they feel their effects
~ Users	having	to	guess	whether	they’...
@joepairman #LavaCon
@joepairman #LavaCon
Background
~ Project	to	make	Talend’s support	content:
– Easier	to	find	(externally	&	internally)
– M...
@joepairman #LavaCon
@joepairman #LavaCon
@joepairman #LavaCon
What were users looking for?
~ Specific	goals	when	using	the	product
“database	migrate	oracle	postgre...
@joepairman #LavaCon
Re-architecting content:
a user goal or session per page / URL
@joepairman #LavaCon
Re-architecting
content:
a user goal
or session
per page /
URL
Taxonomy	transform	to	
controlled	valu...
@joepairman #LavaCon
Task focus also reduced duplication & effort
~ From	a	comprehensive	user	
guide	per	product
@joepairman #LavaCon
Task focus also reduced duplication & effort
~ From	a	comprehensive	user	
guide	per	product
~ To	a	si...
@joepairman #LavaCon
Taskonomy: classifying
user tasks
@joepairman #LavaCon
Taskonomy*: classifying
user tasks
*Borrowed	from:
@joepairman #LavaCon
Taskonomy: simplifying by
focusing on user tasks
Top-level	tasks:
~ Bridge	roles,	tools,	and	environm...
@joepairman #LavaCon
An example set of suggested task categories
~ Profiling	your	data
~ Standardizing	your	data
~ Dedupli...
@joepairman #LavaCon
Final top-level tasks used to unify the content
@joepairman #LavaCon
Final top-level tasks used to unify the content
@joepairman #LavaCon
Insight deep in the hierarchy
Users	needed	to	see	content	related	to	their	task…
…detailed	procedures...
@joepairman #LavaCon
Insight deep in the hierarchy
Users	needed	to	see	content	related	to	their	task…
…detailed	procedures...
@joepairman #LavaCon
Cassandra overview / hub topic
@joepairman #LavaCon
Using taxonomy to weave pages together
@joepairman #LavaCon
Using taxonomy to weave pages together
@joepairman #LavaCon
Using centralized taxonomy
to co-ordinate and drive
structured content environment
@joepairman #LavaCon
Assembling text & media components
Authoring
tool
(Oxygen)
build maps Delivery
platform
(FluidTopics)...
@joepairman #LavaCon
Assembling text & media components
Authoring
tool
(Oxygen)
build maps Delivery
platform
(FluidTopics)...
@joepairman #LavaCon
Talend still need some similar pages
Particularly	installation	instructions:
~ Products	in	the	same	f...
@joepairman #LavaCon
Previous architecture for generating
different outputs from same source
@joepairman #LavaCon
Current example of variant content
@joepairman #LavaCon
As before, variants managed by “profiling”
@joepairman #LavaCon
Now, profiling sourced from taxonomy
@joepairman #LavaCon
Now, profiling sourced from taxonomy
@joepairman #LavaCon
Consistent, efficient, and queryable content
@joepairman #LavaCon
Summary
~ UX
To… Do this…
• Start building a taxonomy, or
pulling together existing
taxonomy resource...
@joepairman #LavaCon
We help you make this stuff happen…
~ Taxonomy	design:	small or	big;	repurposed	
or	brand	new
~ Metad...
Upcoming SlideShare
Loading in …5
×

LavaCon 2017 - Building Catwalks Between Silos: Using Taxonomy to Drive Engagement from Content Marketing to Product Docs

172 views

Published on

While content marketing can improve brand preference, it’s hard to link it to product information directly while maintaining an authentic voice. Conversely, product documentation is perceived as authentic and trustworthy — a potentially powerful marketing asset itself — but can be hard to find and hard work to read. This live use case shows how content marketing can link customers to docs in a relevant, contextual, and scalable way by combining taxonomy and minimalist structured content.

Published in: Technology
  • Be the first to comment

LavaCon 2017 - Building Catwalks Between Silos: Using Taxonomy to Drive Engagement from Content Marketing to Product Docs

  1. 1. @joepairman #LavaCon Building Catwalks Between Silos Using taxonomy to drive engagement from content marketing to product docs
  2. 2. @joepairman #LavaCon Attack of the killer silos: separate language & processes for each team ~ Docs
  3. 3. @joepairman #LavaCon Attack of the killer silos: separate language & processes for each team ~ Docs ~ Support
  4. 4. @joepairman #LavaCon Attack of the killer silos: separate language & processes for each team ~ Docs ~ Support ~ Marketing
  5. 5. @joepairman #LavaCon Attack of the killer silos: separate language & processes for each team ~ Docs ~ Support ~ Marketing ~ Engineering
  6. 6. @joepairman #LavaCon Will a mega-silo solve the problem? ~ Everyone authors in a big (DITA?) CMS ~ Anyone can reuse anything ~ Single source of truth for all content, from product catalogs through internal policies to random notes? ~ All those remixed deliverables!
  7. 7. @joepairman #LavaCon The common experience of a mega-silo ~ Complicated ~ Hard to navigate ~ Restrictive
  8. 8. @joepairman #LavaCon The common experience of a mega-silo ~ Complicated ~ Hard to navigate ~ Restrictive ~ At worst, like a jail Carroll County Jail Complex
  9. 9. @joepairman #LavaCon Separate silos are actually not so bad
  10. 10. @joepairman #LavaCon Separate silos are actually not so bad
  11. 11. @joepairman #LavaCon Separate silos are actually not so bad
  12. 12. @joepairman #LavaCon Separate silos are actually not so bad
  13. 13. @joepairman #LavaCon Separate silos are actually not so bad
  14. 14. @joepairman #LavaCon We need streamlined communication, not enforced conformity
  15. 15. @joepairman #LavaCon Catwalks span silos
  16. 16. @joepairman #LavaCon Taxonomy (& semantic tech) spans systems ~ What Patrick Lambe calls “boundary spanning”
  17. 17. @joepairman #LavaCon Taxonomy is: ~ A way to keep track of things that are important to your organization – Products, features, versions, environments, teams, users, tasks… ~ A way to keep track of names for those things – E.G., “hard reset” / “factory reset” is called “master reset” by one team, and queried by some users under “start over”… ~ A way to indicate some broad relationships between those things – For support/users, hard reset is a type of reset, under troubleshooting – For s/w engineers, hard reset falls under core system functions
  18. 18. @joepairman #LavaCon We tag content with taxonomy “concepts”, so that we can: ~ Find it in “containers”: site nav; doc folders ~ Filter it (e.g. facets)
  19. 19. @joepairman #LavaCon We tag content with taxonomy “concepts”, so that we can: ~ Find it in “containers”: site nav; doc folders ~ Filter it (e.g. facets) ~ Create “See also” links ~ Let people search using their own preferred terms for things ~ And more…
  20. 20. @joepairman #LavaCon A “concept” is:
  21. 21. @joepairman #LavaCon A “concept” is:
  22. 22. @joepairman #LavaCon A concept has a preferred label per language
  23. 23. @joepairman #LavaCon It may have alternative or hidden labels
  24. 24. @joepairman #LavaCon Key to semantic tech is allowing different systems to refer to the same thing
  25. 25. @joepairman #LavaCon Each concept has a unique ID:
  26. 26. @joepairman #LavaCon The ID’s all we tag content with (of course, authors need to see the label) https://mekon.poolparty. biz/mekonchef3/164
  27. 27. @joepairman #LavaCon Each platform reads the taxonomy https://mekon.poolparty. biz/mekonchef3/164 Filter results by: Preparation method Chop (23) Combine (2) Mince (3) Shaved ice (1) Shred (8) Dietary suitability Gluten-free Halal ▸ More… Type of dish Main meal Side dish ▸ More…
  28. 28. @joepairman #LavaCon Label changes are picked up https://mekon.poolparty. biz/mekonchef3/164 Filter results by: Preparation method Chop (23) Combine (2) Mince (3) Shave (ice) (1) Shred (8) Dietary suitability Gluten-free Halal ▸ More… Type of dish Main meal Side dish ▸ More…
  29. 29. @joepairman #LavaCon Hierarchy changes work too https://mekon.poolparty. biz/mekonchef3/164 Filter results by: Preparation method Flavoring / tenderizing Marinate (5) Dry rub (3) Food processing Chop (23) Combine (2) Mince (3) Shave (ice) (1) Shred (8) Dietary suitability Gluten-free Halal ▸ More… Type of dish Main meal Side dish ▸ More…
  30. 30. @joepairman #LavaCon Coming up — two cases of content catwalks ~ Content marketing <> product docs: Connected customer experience via authoring in different silos ~ Crossing departmental boundaries and linking modular information with a taxonomy of tasks
  31. 31. @joepairman #LavaCon Spanning user experience boundaries
  32. 32. @joepairman #LavaConContent Marketing proof of concept
  33. 33. @joepairman #LavaCon
  34. 34. @joepairman #LavaCon Appealing recipes…
  35. 35. @joepairman #LavaCon Link to related products
  36. 36. @joepairman #LavaCon But the link is out of context, and not obvious
  37. 37. @joepairman #LavaCon By using structured content + taxonomy, we could do better
  38. 38. @joepairman #LavaConStarting with a recipe taxonomy
  39. 39. @joepairman #LavaConTech writers create tech docs
  40. 40. @joepairman #LavaConMarcom creates recipes
  41. 41. @joepairman #LavaConIn FontoXML
  42. 42. @joepairman #LavaCon Connecting key inline terms…
  43. 43. @joepairman #LavaCon To the taxonomy concepts.
  44. 44. @joepairman #LavaCon To the taxonomy concepts.
  45. 45. @joepairman #LavaCon When we publish the recipes & blender docs to DITAweb…
  46. 46. @joepairman #LavaCon Users can select a preparation method or ingredient
  47. 47. @joepairman #LavaCon …to see the attachment that makes the method easier
  48. 48. @joepairman #LavaCon To learn more about the attachment, select the button
  49. 49. @joepairman #LavaCon From here, you can buy the product directly
  50. 50. @joepairman #LavaCon
  51. 51. @joepairman #LavaCon The doc automatically links back to the recipe, and the recipe relates to “shave” and “blend”
  52. 52. @joepairman #LavaCon Taxonomy info can also power search engine- friendly metadata
  53. 53. @joepairman #LavaCon (What Google can do with Schema.org data)
  54. 54. @joepairman #LavaCon (What Google can do with Schema.org data)
  55. 55. @joepairman #LavaCon Questions so far?
  56. 56. @joepairman #LavaCon From spanning UX boundaries…
  57. 57. @joepairman #LavaCon … to intra-enterprise boundaries @joepairman #LavaCon
  58. 58. @joepairman #LavaCon Users may not see un-spanned silos, but they feel their effects ~ Users having to guess whether they’ll find what they need in docs, support, communities, or marketing content ~ Inconsistent terminology across those resources ~ Lead-gathering getting in the way of easy engagement ~ Operational inefficiency so needed content isn’t available
  59. 59. @joepairman #LavaCon
  60. 60. @joepairman #LavaCon Background ~ Project to make Talend’s support content: – Easier to find (externally & internally) – More efficient to author and publish ~ Re-architecting content ~ Design, development, & implementation of taxonomy – Making it work for users & authors alike – The process of developing a taxonomy can change the shape of content itself
  61. 61. @joepairman #LavaCon
  62. 62. @joepairman #LavaCon
  63. 63. @joepairman #LavaCon What were users looking for? ~ Specific goals when using the product “database migrate oracle postgresql to” ~ Big-picture information “architecture optimal” ~ Error messages, or troubleshooting “Cannot commit flush transaction” “Error converting data int java.sql.SQLException” ~ Rarely, whole guides (and some mentions of those were due to conditioning?) “Configuration ESB Guide Infrastructure Services Talend”
  64. 64. @joepairman #LavaCon Re-architecting content: a user goal or session per page / URL
  65. 65. @joepairman #LavaCon Re-architecting content: a user goal or session per page / URL Taxonomy transform to controlled values at page level (via conref)
  66. 66. @joepairman #LavaCon Task focus also reduced duplication & effort ~ From a comprehensive user guide per product
  67. 67. @joepairman #LavaCon Task focus also reduced duplication & effort ~ From a comprehensive user guide per product ~ To a single instance of each task, reducing product-specific instructions to installs, etc.
  68. 68. @joepairman #LavaCon Taskonomy: classifying user tasks
  69. 69. @joepairman #LavaCon Taskonomy*: classifying user tasks *Borrowed from:
  70. 70. @joepairman #LavaCon Taskonomy: simplifying by focusing on user tasks Top-level tasks: ~ Bridge roles, tools, and environments ~ May correspond to usage lifecycle
  71. 71. @joepairman #LavaCon An example set of suggested task categories ~ Profiling your data ~ Standardizing your data ~ Deduplicating your data ~ Ensuring data privacy ~ Modeling your data ~ Administering your data ~ Data authoring ~ Preparing your data ~ “Operationalizing data preparation” ~ Organizing data stewardship ~ Cleansing and curating your data ~ Installing, configuring and upgrading ~ Deploying, administering and monitoring
  72. 72. @joepairman #LavaCon Final top-level tasks used to unify the content
  73. 73. @joepairman #LavaCon Final top-level tasks used to unify the content
  74. 74. @joepairman #LavaCon Insight deep in the hierarchy Users needed to see content related to their task… …detailed procedures but also overviews/ scenarios
  75. 75. @joepairman #LavaCon Insight deep in the hierarchy Users needed to see content related to their task… …detailed procedures but also overviews/ scenarios
  76. 76. @joepairman #LavaCon Cassandra overview / hub topic
  77. 77. @joepairman #LavaCon Using taxonomy to weave pages together
  78. 78. @joepairman #LavaCon Using taxonomy to weave pages together
  79. 79. @joepairman #LavaCon Using centralized taxonomy to co-ordinate and drive structured content environment
  80. 80. @joepairman #LavaCon Assembling text & media components Authoring tool (Oxygen) build maps Delivery platform (FluidTopics) DITA XML • re-use/re-assembly • cascade changes PDF Web-based output
  81. 81. @joepairman #LavaCon Assembling text & media components Authoring tool (Oxygen) build maps Delivery platform (FluidTopics) DITA XML • re-use/re-assembly • cascade changes PDF Web-based output Taxonomy management (PoolParty semantic suite)
  82. 82. @joepairman #LavaCon Talend still need some similar pages Particularly installation instructions: ~ Products in the same family but with different bits to install depending on subscription level ~ Different operating systems
  83. 83. @joepairman #LavaCon Previous architecture for generating different outputs from same source
  84. 84. @joepairman #LavaCon Current example of variant content
  85. 85. @joepairman #LavaCon As before, variants managed by “profiling”
  86. 86. @joepairman #LavaCon Now, profiling sourced from taxonomy
  87. 87. @joepairman #LavaCon Now, profiling sourced from taxonomy
  88. 88. @joepairman #LavaCon Consistent, efficient, and queryable content
  89. 89. @joepairman #LavaCon Summary ~ UX To… Do this… • Start building a taxonomy, or pulling together existing taxonomy resources • Get stakeholders’ input, and collaboration, BUT: • Don’t sacrifice user experience • Don’t force everyone to use exactly the same names and structures if it is going to put the taxonomy project at risk • Link taxonomies between teams / organizations / systems • Use web standards, with a URI for each concept • Provide a smooth, connected contextual user experience • Create content more efficiently and sustainably • Make as much use of taxonomy as you can • Build applications based on taxonomy relations, not fragile manual links
  90. 90. @joepairman #LavaCon We help you make this stuff happen… ~ Taxonomy design: small or big; repurposed or brand new ~ Metadata-based content delivery applications ~ Taxonomy integration with authoring tools / CMSs ~ Plus: will it work for you in the first place? (content strategy audit)

×