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Structured Content ... Sexy? Strategic? Or Both?

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Andrea's presentation at Adobe DITA World 2017

It might be hard to believe, but Structured Content has been around for decades. FrameBuilder (an early version of FrameMaker with structured content support) made its debut in the early 1990s. Through the rise of modern tools, like FrameMaker 2017, and technologies, like DITA, structured content has become much easier to author, and thus more popular.

But is structured content important? Or is it just another (albeit long-lived) trend? Given structured content's long reign, isn’t it time for a new strategy to overthrow the throne? For now, at least, the answer is “no.”

If there is a holy grail of content, most experts would probably agree it’s structure. Why? Because structure provides so many benefits, in so many different ways – to authors and authoring, to the content experience, enabling achieving business goals. And the list goes on.

In her presentation, Andrea will discuss the business, user experience, and organizational impact of structured content – all of the aspects that make structured content strategic. And then she’ll try to convince you that structured content is sexy, too!

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Structured Content ... Sexy? Strategic? Or Both?

  1. 1. Structured Content ... Sexy? Strategic? Or both? Andrea L. Ames (@aames) Idyll Point™ Group 11 Oct 2017 @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  2. 2. Today’s discussion Structured content… It’s sexy…you know you want it AND It’s strategic…you really need it @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  3. 3. Today’s discussion Achieving the afterglow vs regret @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  4. 4. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Structured content is strategic
  5. 5. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Structured content is sexy
  6. 6. Afterglow What is sexy? Afterglow Commitment Evaluation First attraction Depends on who and where you are! @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  7. 7. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Initially, it’s superficial First attraction
  8. 8. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Fashionable & trendy Separation of message and presentation Reuse across many looks
  9. 9. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Financially independent Efficient Cost effective
  10. 10. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Getting to know you Evaluation
  11. 11. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Many interests Omnichannel
  12. 12. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC FlexibleAdaptive
  13. 13. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Good communicator Supports translation
  14. 14. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Ready to settle down Commitment
  15. 15. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Grows with you S C A L A B L E
  16. 16. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Wise (from age and experience) Stable
  17. 17. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Faithful Reusable
  18. 18. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Achieving the afterglow Avoiding regret
  19. 19. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Consistency Models
  20. 20. External impact of models Define and deliver what’s appropriate for your customer @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  21. 21. Internal impact of models Ensure consistency in content creation @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  22. 22. @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC CleverMetadata
  23. 23. External impact of metadata Enable dynamic, custom delivery @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  24. 24. Internal impact of metadata Enhance and improve findability of content components and thus reuse @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  25. 25. The big picture Strategic Sexy First attraction Separate presentation and message Fashionable, trendy Efficient Financially independent Evaluation Omnichannel Many interests Adaptive Flexible Supports translation Good communicator Commitment Scalable Grows with you Stable Wise (from age and experience) Reusable Faithful Afterglow comes from Model Consistent Metadata Clever @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  26. 26. ImagebyStockUnlimited @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC
  27. 27. Questions @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC Image by StockUnlimited
  28. 28. Andrea L. Ames Keynote speaker, award-winning author CEO/Founder & Content Experience Strategist Idyll Point Group Program Chair & Instructor, Technical Writing & Communication UCSC Extension in Silicon Valley STC Fellow & past president (2004-05) ACM Distinguished Engineer 2016 MindTouch Top 25 Content Strategy Influencer 2017 [A] Top 25 Masters of Multichannel (marketing) @aames | andrea@IdyllPointLLC.com | © Idyll Point LLC

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