In 2016, the idea of Content 4.0 emerged as a community of thought leaders put their heads together to envision how the business of communication is going to change in the years ahead. The rapid unfolding of events in 2017 has confirmed our original ideas. So this year, our attention has shifted to exploring the details of how we make this happen and what specifically we need to change. Also in 2017, we have been exploring further the idea of information consumers and how the notion of Consumer 4.0 can help us better understand what we mean by Content 4.0. All this encourages us to re-energize another idea – that of Content Engineering, about the discipline of designing content and content processes so that they work within, and empower, digital landscapes for businesses and consumers. It turns out that achieving Content 4.0 to satisfy the Consumer 4.0 depends entirely on engineering content for a fully digital lifecycle. Now while all of this may sound a little like cyberpunk science fiction, it is in fact about to become very real….

1. Copyright © Gnostyx 2017
Engineering Content 4.0
for a Digital World Joe Gollner | @joegollner
Managing Director
jag@gnostyx.com

2. Context 4.0
The Rise of the
Automated
Assistant
Engineering
Content 4.0
Topics

3. Context 4.0

4. Increasing specialization & standardization
of roles, tasks & parts leading to the
maximization of automation
Industry 4.0
Industry 1.0
Steam Power & Mechanization
Industry 2.0
Electricity & Assembly Lines
Industry 3.0
Computer Aided Manufacturing
Industry 4.0
Smart Factories

5. Continual expansion of the
number & sophistication of automated processes
that can be combined to enable integrated capabilities
Technology 4.0
Technology 1.0
Mainframe Computing
Technology 2.0
Network Computing
Technology 3.0
Cloud Computing
Technology 4.0
Emergent Systems

6. Progressive expansion of the
creative role of the consumer in defining
the product or service being delivered
Consumer 4.0
Consumer 1.0
Customers
Consumer 2.0
Clients
Consumer 3.0
Prosumers
Consumer 4.0
Conducers

7. The drive towards increasingly
granular & intelligent content objects
that can be recombined & exchanged
to deliver smart guidance to people & machines
Content 4.0
Content 1.0
Content embedded in Products
Content 2.0
Single Sourcing
Content 3.0
Integrated Content Management
Content 4.0
Smart Content Objects
Product
Content
Product
Product
Content Source
Product
Product
Source
Source
ProductContent
ProductSource
SourceProduct
ProductSource
Content
Content
Content Content
Content

8. Rapid widening of TechComm focus to encompass
more & more sources, products & stakeholders so as to
achieve increasingly strategic communication outcomes
TechComm 4.0
TechComm 1.0
Write the User Manual
TechComm 2.0
Write Reusable Content Topics
TechComm 3.0
Integrate Content Lifecycles
TechComm 4.0
Create Smart Content Ecosystems

9. The Rise of the Automated Assistant

10. Chatbots
Automated interactions
Helping users find information
Evolution of “Wizards”
Leverage emergent capabilities
Natural Language Processing
Auto-classification
Voice Assistants
All the rage amongst executives
Automated Assistants go Mainstream

11. Speech Synthesis Markup Language (SSML)
Amazon
Google
Microsoft
IBM

12. SSML – Detail Delivery Markup
<speak
xmlns="http://www.w3.org/2001/10/synthesis"
xmlns:dc="http://purl.org/dc/elements/1.1/"
version="1.0">
<metadata>
<dc:title xml:lang="en">Telephone Menu:
Level </dc:title></metadata>
<p><s xml:lang="en-US"><voice name="David"
gender="male" age="25"> For English, press
<emphasis>one</emphasis>. </voice> </s>
<s xml:lang="es-MX"> <voice name="Miguel"
gender="male" age="25"> Para español,
oprima el <emphasis>dos</emphasis>.
</voice> </s> </p> </speak>
Oh the Irony
Most organizations have
been allergic to markup
Now they want layers of it
Effective Voice Services
depend on
Granular content
Precise metadata
Detailed delivery markup
Rigorous testing

13. Case Study: Tapping into Technology 4.0
A successful
information service
answered
scalability &
sustainability
questions by
training cloud
services to perform
the work
Pre-empted
executive questions
regarding the use
of AI to streamline
effort & expand
value delivered
Taxonomy
Design
Classify DeliverSources Benefit
Sources DeliverClassify
Taxonomy
Design
Benefit
Cloud Cognitive Computing Resources
Discovery and Classification
Original Information Discovery Service
Modernized Information Discovery Service

14. Engineering Content 4.0

15. Agile Content Engineering
Design, Demonstrate
& Decide interact
Develop, Deliver &
Deploy interact
Discover Demonstrate
Design
Decide
Develop
Deliver
Deploy
Discover
Interative Practical

16. Content Engineering – Putting the Pieces Together
Knowledge
Integrated & Executable
Agile
Development
Digital
Content
Solutions
Content
Acquisition
Content
Management
Content
Delivery
Content
Engagement
Content
Strategy
Internal External
Author Experience Customer Experience
Efficiency
Effectiveness
CommunicationControl
Content Experience
Cybernetics – the science of communication & control

17. Content becomes the Ultimate Digital Asset
Engineering Discipline
Essential to elevating content
to the level of precision & intelligence
that is needed
When grounded in practical testing,
it feels less alien & mechanical
than initially feared
Makes Cybernetics a practical reality

18. Joe Gollner
Managing Director
Gnostyx Research Inc.
jag@gnostyx.com
@joegollner
The Content Philosopher Blog
www.gollner.ca
Connection 4.0