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Future-proofing your content

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tcworld India 2017 workshop presentation by Sarah O'Keefe. How to set up your content lifecycle to accommodate future requirements.

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Future-proofing your content

  1. 1. #tcworldIndia17Sarah O’Keefe Future-proofing your content
  2. 2. #tcworldIndia17 Future-proofing requires flexibility.
  3. 3. #tcworldIndia17 The text cycle Hillesund,Terje. "Reading Books in the Digital Age subsequent to Amazon, Google and the long tail" First Monday [Online],Volume 12 Number 9 (3 September 2007). Retrieved on June 30, 2011. reading writing production storingrepresentation distribution content
  4. 4. #tcworldIndia17 Written content (once upon a time) reading writing production storingrepresentation distribution
  5. 5. #tcworldIndia17 Printed content, 1450ish reading writing production storingrepresentation distribution
  6. 6. #tcworldIndia17 Desktop publishing, 1980s reading writing production storingrepresentation distribution
  7. 7. #tcworldIndia17 Digital text content reading writing production storingrepresentation distribution
  8. 8. #tcworldIndia17 Digital audio/video/graphical content reading (consumption) writing (authoring) production storingrepresentation distribution
  9. 9. #tcworldIndia17 • Content storage and representation are often tied together. Exceptions: • Text-to-speech functionality • Animation with layers • Need the ability to separate audio and video into cycle components Use of audio and video limited by development process.
  10. 10. #tcworldIndia17 How do we future-proof each phase? reading writing representation distribution storing production
  11. 11. #tcworldIndia17 Reading or consumption reading
  12. 12. #tcworldIndia17 Marketing funnel
  13. 13. #tcworldIndia17 Customer journey
  14. 14. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Buy Customer journey Buy
  15. 15. #tcworldIndia17 • Content matters before Buy decision • After-sales content doesn’t matter Don’t care. Content strategy
 in the marketing funnel Buy Care
  16. 16. #tcworldIndia17 Pre-sales and post-sales content
  17. 17. #tcworldIndia17
  18. 18. #tcworldIndia17 Pre-sales versus post-sales • Persuasive • Product overview • Advertising • White paper • Factual • User documentation • Training materials • Knowledge base
  19. 19. #tcworldIndia17 Content strategy 
 in the customer journey Buy Care Care Care Care
  20. 20. #tcworldIndia17 Convergence • Persuasive • Factual • Advertising • Product overview • White paper • User documentation • Training materials • Knowledge base
  21. 21. #tcworldIndia17 • Pay attention to reader requirements • Focus on the entire customer journey, not just “pre-sales” Reading or consumption reading
  22. 22. #tcworldIndia17 Distribution distribution • Personalized • Dynamic • Various media • Push (email, docs in the box) • Pull (web site)
  23. 23. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  24. 24. #tcworldIndia17 Your reputation affects content distribution.
  25. 25. @sarahokeefe Customers who say their retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  26. 26. #tcworldIndia17 • What are people saying about your content and your product? • Listen to them. Distribution distribution
  27. 27. #tcworldIndia17 Representation or visual appearance representation
  28. 28. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
  29. 29. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
  30. 30. #tcworldIndia17 • Reader controls which device is used • Reader can modify visual presentation • Accessible, adaptable content is key Representation or visual appearance representation
  31. 31. #tcworldIndia17 Production production
  32. 32. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  33. 33. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  34. 34. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  35. 35. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  36. 36. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  37. 37. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Collaboration workflow
  38. 38. #tcworldIndia17 • Where does information originate and where does it go? • How do I align those systems? • “Single source of truth” Production production
  39. 39. #tcworldIndia17 • Information is encoded with the information needed to support reading, distribution, and representation requirements • Semantic tagging • Metadata to enable filtering Storing storing
  40. 40. #tcworldIndia17 Today, XML is the best available option for storage of complex content.
  41. 41. #tcworldIndia17 <note> <pitch> <step>G</step> <alter>1</alter> <octave>5</octave> </pitch> <duration>2</duration> <voice>1</voice> <type>eighth</type> <accidental>sharp</accidental> <stem>down</stem> <beam number="1">end</beam> <notations> <slur type="stop" number="1"/> </notations> </note> Complex notation flickr: pfly
  42. 42. #tcworldIndia17 • Content creators must understand downstream requirements and plan for them • Tag variants • Flag info for personalization • Localization • Reuse Writing writing
  43. 43. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 XML? Markdown? Forms?
  44. 44. #tcworldIndia17 Personalization
  45. 45. #tcworldIndia17 • Hand-copied books • Generally commissioned • Often customized for the buyer • Gutenberg Bible • 42 lines of standard printing • Customized illumination Customizing content, then and now
  46. 46. #tcworldIndia17 Personalization in the Luttrell Psalter (circa 1320–1340) Geoffrey Luttrell
  47. 47. #tcworldIndia17 Personalization today
  48. 48. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  49. 49. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  50. 50. #tcworldIndia17 • Tone and voice • Language • Distribution • Encoding • Delivery Content facets
  51. 51. #tcworldIndia17 Contemporary tone means content ages fast
  52. 52. #tcworldIndia17 Slang is specific to culture and locale
  53. 53. #tcworldIndia17 Slang is specific to culture and locale
  54. 54. #tcworldIndia17 Slang is specific to culture and locale
  55. 55. #tcworldIndia17 A strong voice adds personality to your content.
  56. 56. #tcworldIndia17 A strong voice may limit geographic reach.
  57. 57. #tcworldIndia17 What do customers care about?
  58. 58. #tcworldIndia17 Minimum viable content
  59. 59. #tcworldIndia17 Content strategy flickr: Candie_N
  60. 60. #tcworldIndia17 Map content approach to business goals flickr: Candie_N
  61. 61. #tcworldIndia17 • Writing standards • Media standards • Information architecture • Content model • Systems and software Content strategy
  62. 62. #tcworldIndia17 Localization strategy flickr: ruthbruin
  63. 63. #tcworldIndia17 Map localization efforts to business goals flickr: ruthbruin
  64. 64. #tcworldIndia17 • Content for localization • Localization options Localization strategy
  65. 65. #tcworldIndia17 • Our world is connected • Globalized • Mobile • Context-aware flickr: stevendepolo The world
  66. 66. #tcworldIndia17 Content must adapt.
  67. 67. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  68. 68. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
  69. 69. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  70. 70. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  71. 71. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
  72. 72. #tcworldIndia17
  73. 73. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
  74. 74. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
  75. 75. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
  76. 76. #tcworldIndia17 • Human translation • Machine translation • Transcreation Choose your method wisely…
  77. 77. #tcworldIndia17 • Machine translation • Machine translation with post-editing • Tiered localization strategy Use of machine translation is increasing Wikimedia: D J Shin
  78. 78. #tcworldIndia17 Human versus machine
  79. 79. #tcworldIndia17 • Humans understand tone, style, and nuance. • Machines excel at terminology and predictable language. Human versus machine
  80. 80. #tcworldIndia17 Transcreation Flickr:wolfgangstaudt
  81. 81. #tcworldIndia17 • Ideal for custom messaging • Requires significant planning • Planning happens during source language planning • Highly effective, but very expensive Transcreation
  82. 82. #tcworldIndia17 • Partner with local market experts • Convey intent and approach • Collaborate on targeted messaging • Always test locally before deploying Transcreation
  83. 83. #tcworldIndia17 Translation workflows Flickr: ironypoisoning
  84. 84. #tcworldIndia17 • Waterfall • Parallel • Agile/iterative Translation workflows
  85. 85. #tcworldIndia17 • The type of translation informs content and product design • The type of workflow informs project and release schedules • Find the best combination to maximize value • Keep corporate culture in mind Your choices matter
  86. 86. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation Human translation MT plus PE raw MT Tier 1 Tier 2 Tier 3
  87. 87. #tcworldIndia17 • Focus on customer journey • Look at all components of the text cycle • Content strategy • Localization strategy Summary reading writing representation distribution storing production

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