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Convince Management to Invest in a CCMS (Lessons learned)

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You are keenly aware of the benefits of a Component Content Management System (CCMS). Next steps; develop a business case to present to management. Answering their questions about an important investment decision means prepping for their key questions. This webinar presents you with questions management may ask, information on researching answers, and guidance on how to make your case. Learn through stories of companies and people who have a CCMS. Hear what they did to convince their management teams to make the long term investments that pay dividends for years to come.

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Convince Management to Invest in a CCMS (Lessons learned)

  1. 1. www.publishingsmarter.com @publishsmarter Convince Management to Invest in a CCMS... ...Lessons Learned
  2. 2. www.publishingsmarter.com @publishsmarter From the outline… 2 You are keenly aware of the benefits of a Component Content Management System (CCMS). Next steps; develop a business case to present to management. Answering their questions about an important investment decision means prepping for their key questions. This webinar presents you with questions management may ask, information on researching answers, and guidance on how to make your case. Learn through stories of companies and people who have a CCMS. Hear what they did to convince their management teams to make long term investments that pay dividends for years to come.
  3. 3. www.publishingsmarter.com @publishsmarter Key Takeaways 1. CCMS questions management asks 2. Research to do and tips on how 3. Deliver answers and frame your business case 4. Keys to success from those who have "been there, done that" ● 3
  4. 4. www.publishingsmarter.com @publishsmarter Bernard Aschwanden Publishing Smarter 4
  5. 5. www.publishingsmarter.com @publishsmarter Publishing Smarter: President ● Content strategist, publishing technologies expert, author, and geek-enough ● Certified Technical Trainer ● Content management ● Topic-based writing ● Structured content (e.g. DITA) Society for Technical Communications ● Past President ● STC Associate Fellow 5
  6. 6. www.publishingsmarter.com @publishsmarter Crucial Consideration If you REALLY want to make the business case to management that they need to get a CCMS... … Don’t. They don’t need a CCMS, they need a Business Case to define a problem (or an opportunity) and a solution! 6
  7. 7. www.publishingsmarter.com @publishsmarter What is a CCMS and why would we want one?Potential QnA This comes up early 7
  8. 8. www.publishingsmarter.com @publishsmarter Don’t Pitch Them a CCMS Resolve a Problem ● ID problems in their language ○ Define the scope of the problem ○ Define the impact of the problem ○ Define the risk of the problem ○ Include time and cost ● Suggest solutions ○ Connect it to the problem ○ ID scope, impact, risk, time, cost ● Build a Business Case ○ Sample core topics to follow 8
  9. 9. www.publishingsmarter.com @publishsmarter What is a CCMS? Walk through the initials ● Define the initials ○ Component ○ Content ○ Management ○ System ● The “why would we want one” is the harder part (more…) ● Connect to your business 9
  10. 10. www.publishingsmarter.com @publishsmarter What is a CCMS and why would we want one?Potential QnA Part 2 of that question. 10
  11. 11. www.publishingsmarter.com @publishsmarter Why would we want one? 11 ● Single source of truth ● Reuse and tracking ● Version control ● History tracking ● Governance ● Content control ● Searchable database ● Modular assembly ● Managed links ● Reports ● Workflows to track & manage process related to content
  12. 12. www.publishingsmarter.com @publishsmarter Why can’t we use what we already have?Potential QnA 12
  13. 13. www.publishingsmarter.com @publishsmarter What problem does a CCMS solve?Potential QnA 13
  14. 14. www.publishingsmarter.com @publishsmarter Define content problems (pick 1 or more) ● Don’t own the source content ● Inconsistent ○ Version (find the “right” info) ○ Content (different phrases) ○ Format (content looks different) ○ Experience (web vs print vs mobile) ○ Workflows (create, review, edit, publish) ● Translation concerns (more languages) ● Regulatory concerns ● Knowledge management ● Human limited (fewer writers to draw on) ● Tighter schedules (delivery sooner, more) ● Customer defection 14 ● IP retention ● Content mismanagement ● Competition capabilities ● Delivering ALL the content to ALL the audiences has issues ○ Content seems more complex ○ Costs are often “net-higher” ○ People do not read it (too much, not relevant to the job they do) ● Release schedules mean doc rework ● Status tracking ● Chapter model not topic level ○ Reuse, topic types, etc (DITA?)
  15. 15. www.publishingsmarter.com @publishsmarter What opportunity can we meet with a CCMS?Potential QnA 15
  16. 16. www.publishingsmarter.com @publishsmarter Define content opportunities (1 or more?) ● Could rephrase some challenges, BUT ○ Not in this slide deck ○ Remember ideas like “consistent content” or “standard format” or “faster publishing” ○ Those are largely cost-cutting ● Expand offerings ○ Custom content by product or platform ○ Audience specific materials, niche feel ● Develop better understanding of client ○ What is the journey through content? ○ What do they search for? (when, why) 16 ● Impact consumer decision-making ○ Problem recognition ○ Information search ○ Evaluation and selection of alternatives ○ Purchase decision ○ Post-purchase evaluation ● Help online users find solutions ● Enable customers to build customers ○ Best sales tool is a happy customer ○ Put docs online and allow feedback
  17. 17. www.publishingsmarter.com @publishsmarter Where is your business case for this?Potential QnA 17
  18. 18. www.publishingsmarter.com @publishsmarter Components of a Business Case Address these in your content ● Overview (summarize all) ● Problem/opportunity ● High level solutions ○ Benefits ○ Costs ○ Tech needs ○ Timescale ○ Resources ○ Impact on operations ○ Risk ○ Organizational capability to deliver ● Rank/rate/suggest preference ● Discuss Implementation Plan 18
  19. 19. www.publishingsmarter.com @publishsmarter Core to a Business Case Define the problem ● Overview (summarize all) ● Problem/opportunity ● High level solutions ○ Benefits ○ Costs ○ Tech needs ○ Timescale ○ Resources ○ Impact on operations ○ Risk ○ Organizational capability to deliver ● Rank/rate/suggest preference ● Discuss Implementation Plan 19
  20. 20. www.publishingsmarter.com @publishsmarter Core to a Business Case Explain the solution ● Overview (summarize all) ● Problem/opportunity ● High level solutions ○ Benefits ○ Costs ○ Tech needs ○ Timescale ○ Resources ○ Impact on operations ○ Risk ○ Organizational capability to deliver ● Rank/rate/suggest preference ● Discuss Implementation Plan 20
  21. 21. www.publishingsmarter.com @publishsmarter Researching Answers 21
  22. 22. www.publishingsmarter.com @publishsmarter Research 22 High-level ideas Webinars (like this one) Conferences Vendors (yes, vendors) Solutions providers
  23. 23. www.publishingsmarter.com @publishsmarter Webinars 23 Pro and con Pro ● Often recorded ● Interact with the speaker (chat) ● Can be reviewed at your pace Con ● Limited time ● Prepped/canned materials ● One directional post-event (although, you can follow up!)
  24. 24. www.publishingsmarter.com @publishsmarter Conferences 24 Pro and con Pro ● Chance to dive in deeper ● Case studies ● Talk to real users in person Con ● Social distancing ● Vendors “pay to play” ● Many sessions, all at once
  25. 25. www.publishingsmarter.com @publishsmarter Vendors 25 Pro and con Pro ● Whitepapers and case studies ● Demo or test kitchen ● Connect you to clients ● Hands-on opportunities Con ● Vendor knows THEIR tool ● Unlikely vs other vendors
  26. 26. www.publishingsmarter.com @publishsmarter Solution Providers 26 Pro and con Pro ● Worked with a LOT of others ● Aren’t tied to a specific vendor ● Can bring short-term help ● Build long-term relationships ● Use as needed only Con ● Still has a bias ● External costs
  27. 27. www.publishingsmarter.com @publishsmarter Learn From Others 27
  28. 28. www.publishingsmarter.com @publishsmarter Defence: Third-party vendors and content Content externally managed by vendor partners: ● Benefits: ○ No design/edit work or staff needed ○ No license for tools ○ No systems needs or maintenance ● Drawbacks: ○ Each edit requires external touch ○ Design fees for any work done (new PDF? Go to online? Develop for mobile?) ○ Vendor rate, ownership, contract change? ○ Vendor ONLY delivered final PDF ○ Difficult to ID versioning when you cannot work with the source 28 Benefits from migration to a CCMS include: ● Design (if consistent) is “one and done” ● License can be flexible (vendor request, on-prem or hosted systems) ● Edits in our control, content internal ● Retain IP as people leave/reorg ● Content is now internal ● One standard template ● Quick content reuse and reorg ● Multiple contributors ● Version control ● Retain knowledge
  29. 29. www.publishingsmarter.com @publishsmarter Medical device: Audience and translation Multinational, multiple audiences: ● Benefits: ○ Outside vendor allowed specialized skills ○ One big manual and content in one place ● Drawbacks: ○ Outside vendor was interested in word count (they got paid) ○ One big manual and no one read it ○ Could not have content “on device” other than “print and attach the manual” 29 Benefits from migration to a CCMS include: ● Less content, faster production ● Lower translation costs (dramatic change) ● Audience definition changed scope ● Now deliver content just for nurses ● Content just for technicians ● Easier to integrate “on device” ● Right info, right time, right place
  30. 30. www.publishingsmarter.com @publishsmarter Aerospace: Content reuse, regulatory Many planes, similar manuals and procedures: ● Benefits: ○ FAA and EASA content in one place ○ Easy to say “that is the manual” ○ AFM, OM, FAM, MEL, CMM, etc ● Drawbacks: ○ Minimal automation and reuse ○ Materials from other suppliers manually integrated and re-written ○ Change can be difficult to implement ○ Different structure and format for content ○ Regulatory docs take time to complete 30 Benefits from migration to a CCMS include: ● Consistent content ● Faster time to publish ● Integrated review process ● SME content contribution ● Connect topics to regulatory ● Multiple delivery channels
  31. 31. www.publishingsmarter.com @publishsmarter Automotive: Complex review, publishing Unique content needs across markets: ● Benefits: ○ Multiple authors owned content ○ Each was an expert ○ Vendor was sole supplier ● Drawbacks: ○ Volume of content growing ○ Could not scale for international ○ Localization of content and publishing put strain on resources ○ Could not review broadly (1000s of reviewers needed access) 31 Benefits from migration to a CCMS include: ● Smaller, topic-based system ● Publish using an automated system ● Able to almost instantly create ○ User Guide ○ Owner Manual ○ Warranty ● Publishing automation ○ PDF/Print/Online, and internal to vehicle
  32. 32. www.publishingsmarter.com @publishsmarter Software/Hardware: Growth via acquisition Buy a business, integrate it, include legacy docs: ● Benefits: ○ Merge products, streamline services ○ Bring offerings under one roof ○ Expand market exposure, grow ● Drawbacks: ○ Unique source formats ○ Conversion headaches ○ Different writing styles ○ Unique publishing outputs 32 Benefits from migration to a CCMS include: ● Share content between divisions ● Implement “complete” doc sets of both hardware and software ● Digital and PDF copies instantly ● OEM capabilities expanded ● New markets easier to grow into
  33. 33. www.publishingsmarter.com @publishsmarter Manufacturer: Oil / gas market is changing Clarify message, create multiple deliveries: ● Benefits: ○ Internally, people know the system ○ Content is conditional ○ One source for ALL docs ● Drawbacks: ○ Translation is difficult ○ Edits take time ○ Review process can be tough ○ Complex single source is difficult to deconstruct and reconstruct 33 Benefits from migration to a CCMS include: ● Reduce content complexity ● Make it consistent in phrasing ● Audience specific content ● Device specific content ● Expanded sales opportunities ● As sectors change, new markets open
  34. 34. www.publishingsmarter.com @publishsmarter Make Your Case 34
  35. 35. www.publishingsmarter.com @publishsmarter Define content problems (and offer solutions) ● Don’t own the source content ● Inconsistent ○ Version (find the “right” info) ○ Content (different phrases) ○ Format (content looks different) ○ Experience (web vs print vs mobile) ○ Workflows (create, review, edit, publish) ● Translation concerns (more languages) ● Regulatory concerns ● Knowledge management ● Human limited (fewer writers to draw on) ● Tighter schedules (delivery sooner, more) ● Customer defection 35 ● IP retention ● Content mismanagement ● Competition capabilities ● Delivering ALL the content to ALL the audiences has issues ○ Content seems more complex ○ Costs are often “net-higher” ○ People do not read it (too much, not relevant to the job they do) ● Release schedules mean doc rework ● Status tracking ● Chapter model not topic level ○ Reuse, topic types, etc (DITA?)
  36. 36. www.publishingsmarter.com @publishsmarter Define opportunities (and offer solutions) ● Expand offerings ○ Custom content by product or platform ○ Audience specific materials, niche feel ● Develop better understanding of client ○ What is the journey through content? ○ What do they search for? (when, why) ● Impact consumer decision-making ○ Problem recognition ○ Information search ○ Evaluation and selection of alternatives ○ Purchase decision ○ Post-purchase evaluation 36 ● Help online users find solutions ● Enable customers to build customers ○ Best sales tool is a happy customer ○ Put docs online and allow feedback ● Consider what we have discussed ● ID a similar situation (or ask about others)
  37. 37. www.publishingsmarter.com @publishsmarter Components of a Business Case Address these in your content ● Overview (summarize all) ● Problem/opportunity ● High level solutions ○ Benefits ○ Costs ○ Tech needs ○ Timescale ○ Resources ○ Impact on operations ○ Risk ○ Organizational capability to deliver ● Rank/rate/suggest preference ● Discuss Implementation Plan 37
  38. 38. www.publishingsmarter.com @publishsmarter Summary Recapping the Session Don’t sell them a CCMS, provide solutions or meet opportunities 1. CCMS questions management asks 2. Research to do and tips on how 3. Deliver answers and frame your business case 4. Keys to success from those who have "been there, done that" 38
  39. 39. www.publishingsmarter.com @publishsmarter Additional Resources Research included these: https://www.forbes.com/sites/forbesbusinessdevelopmentc ouncil/2020/03/23/13-challenges-facing-business-develop ment-leaders-today/#f11acc06650d https://www.projectmanager.com/blog/project-management /how-to-write-a-business-case https://offers.adobe.com/en/na/marketing/landings/xml_doc umentation_for_adobe_experience_manager_7_steps_to_ choosing_a_ccms.html https://offers.adobe.com/en/na/marketing/landings/xml_doc umentation_for_adobe_experience_manager_whitepaper_t he_convergence_of_technical_and_marketing.html 39
  40. 40. www.publishingsmarter.com @publishsmarter Next Steps www.publishingsmarter.com Partner up if needed to review your current state, define challenges, spot opportunities Create, edit, manage, and publish all your content for a unified content strategy Include a CCMS as a part of a solution and present it in a clear business plan 40
  41. 41. www.publishingsmarter.com @publishsmarter Publishing Smarter Services We Offer 41
  42. 42. www.publishingsmarter.com @publishsmarter Contact Us www.publishingsmarter.com www.youtube.com/publishingsmarter www.linkedin.com/in/BernardAschwanden 42

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