SlideShare a Scribd company logo
1 of 129
Download to read offline
@ScottAbel @contentwrangler • #CMWorld
Creating a
Getting started with
Digital
Content
Factory
Intelligent
Contentpresented by Scott Abel, The Content Wrangler
@ScottAbel @contentwrangler • #CMWorld
Scott Abel @ScottAbel
• CEO, The Content Wrangler
• Global Content Strategist
• Content Production Optimization Expert
• Intelligent Content Evangelist
• Co-Producer Intelligent Content Conference
• Co-Founder Information Development World
• Co-Author “Intelligent Content: A Primer”
• Co-Author “The Language of Content Strategy”
• Translators Without Borders Awareness Team
• Lecturer at University of California, Berkeley
• Nightclub DJ, remixer, and mashup artist
@ScottAbel @contentwrangler • #CMWorld
The Content Strategy Series
from XML Press www.xmlpress.net
@ScottAbel @contentwrangler • #CMWorld
This is a 45 minute lecture, not a
college course; I will cover the
basics, leaving time to answer a
few questions at the end of the
session
SETTING EXPECTATIONS
@ScottAbel @contentwrangler • #CMWorld
A brief overview of the problems
facing content marketers and why
a new approach to creating
content is warranted
WHAT WE WILL COVER
@ScottAbel @contentwrangler • #CMWorld
A high level overview of what’s
required to transform the
traditional content production
process into a multichannel
content manufacturing strategy
WHAT WE WILL COVER
@ScottAbel @contentwrangler • #CMWorld
What software you should buy
How to write reusable content
How to structure content
XML, DITA, Viterbi algorithm
Tone, voice, branding, cats
WHAT WE WON’T COVER
@ScottAbel @contentwrangler • #CMWorld
If this session isn’t a good fit
If you attended my 3 hr workshop
If you plan to attend my 6 hour lab
WHY YOU MIGHT WANT TO LEAVE NOW
@ScottAbel @contentwrangler • #CMWorld
becauseI can’t teach you everything
you need to know
in the time we have together
@ScottAbel @contentwrangler • #CMWorld
MY GIFT TO YOU
Give me your business
card, I’ll provide a free
copy of our newest book*,
created specifically to get
content marketers to think
differently about content on sale

Sept 25
@ScottAbel @contentwrangler • #CMWorld
“While most marketers focus on leads,
likes and whatever they define as
engagement, the real value is in creating
content experiences that are scalable,
consistent, personal and adaptable.”
Joe Pulizzi, Content Marketing Institute
@ScottAbel @contentwrangler • #CMWorld
1 The Problems
@ScottAbel @contentwrangler • #CMWorld
We continue to craft
content in much the
same way that we
always have
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
We rely on an outdated
page-based paradigm
that doesn’t serve us
well today
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
Our approach is not optimized to
address growth in number of
touch points, distribution
channels, devices, platforms,
customer expectations
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
As a result,
most content
marketers are
unable to meet
demand
@ScottAbel @contentwrangler • #CMWorld
92% are unable to
meet deadlines
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
@ScottAbel @contentwrangler • #CMWorld
90% are struggling to
manage redundant
content creation
efforts
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
@ScottAbel @contentwrangler • #CMWorld
81% are struggling to
coordinate content
creators
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
@ScottAbel @contentwrangler • #CMWorld
64% are challenged
with issues relating
to repurposing
content
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
@ScottAbel @contentwrangler • #CMWorld
25% of every dollar
spent on content
marketing is wasted
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
It’s time to
stop the bleeding
@ScottAbel @contentwrangler • #CMWorld
But, most executives don’t
understand the severity of our
problems
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
If they can’t see
what’s broken,
it’s hard to spot
opportunities for
improvement
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
They have no idea
that the way we work
was never optimized
to provide maximum
business value
THE PROBLEMS
@ScottAbel @contentwrangler • #CMWorld
it’s up to usto show them what’s wrong
and fight for a systematic, repeatable
method that serves our needs
today, and into the future
@ScottAbel @contentwrangler • #CMWorld
All of these challenges and
more can be overcome by
rethinking how we create,
manage, and deliver content
@ScottAbel @contentwrangler • #CMWorld
Why rethink the way we work?
@ScottAbel @contentwrangler • #CMWorld
Gleanster found that organizations
that invest in streamlining and
optimizing content production
produce two times more content
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
@ScottAbel @contentwrangler • #CMWorld
And they do it
163% faster than
their less efficient
competitors
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
@ScottAbel @contentwrangler • #CMWorld
Let’s take a look at a
solution that’s helped
other communication
professionals overcome
similar problems
@ScottAbel @contentwrangler • #CMWorld
2 The Solution
@ScottAbel @contentwrangler • #CMWorld
In order to create a digital content
factory we need to change the way
we work
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
In order to create a digital content
factory we need new thinking, new
methods, new processes, new
roles, new responsibilities, and new
tools
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
New thinking about content based
on proven lean manufacturing
principles, just-in-time delivery,
kanban, agile development
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
In order to create scalable,
consistent, personal and adaptable
content experiences, we need
intelligent content
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
What is intelligent content?
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Intelligent content is content
designed to be modular,
structured, reusable, format-free,
and semantically rich
THE SOLUTION
We will cover each of these characteristics, but first…
@ScottAbel @contentwrangler • #CMWorld
What do we get if we adopt
intelligent content?
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Capabilities
THE SOLUTION
capacity + abilities
that provide us
with business value
@ScottAbel @contentwrangler • #CMWorld
Adopting intelligent content
provides our content with 3 much
needed capabilities: discoverability,
reconfigurability, and adaptability
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Let’s take a brief look at the
characteristics that make content
intelligent
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
INTELLIGENT CONTENT IS
MODULAR CONTENT
modular | structured | reusable | format-free | semantically rich
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Modular content is
componentized content
designed for reuse
Product Image
Short Product Description
Product Name
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Instead of creating documents, we
assemble content components into
content products
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Product Image
Short Product Description
Product Name
ProductWhite Paper Product Case Study
Company Logo
@ScottAbel @contentwrangler • #CMWorld
Modular content is flexible; it can
be remixed, repurposed, and
reviewed independently
modular | structured | reusable | format-free | semantically rich
THE BENEFITS
@ScottAbel @contentwrangler • #CMWorld
Increases content consistency,
content development agility,
content production efficiency and
substantially reduces costs
modular | structured | reusable | format-free | semantically rich
THE BENEFITS
@ScottAbel @contentwrangler • #CMWorld
INTELLIGENT CONTENT IS
STRUCTURED CONTENT
modular | structured | reusable | format-free | semantically rich
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Structured content is content
intentionally designed to be both
human- and machine-readable
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Structured content is predictable
content that humans can read and
understand and that computers
can automatically process
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
THINK STRUCTURED
Structured content
gets its utility from
its predictability
@ScottAbel @contentwrangler • #CMWorld
Structured content is semantically-
labeled and consistently organized
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Term
Definition
Importance Statement
Author Information
Author Name
Essay
@ScottAbel @contentwrangler • #CMWorld
Structure provides authoring
guidance, ensuring everyone
creates content consistently
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Structured content is required to
help us enable modern businesses
to meet consumer content demand
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Some of you may be thinking, “If
this is so important, why aren’t
they teaching these skills in
school”
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Structured content
is being taught in
5th grade
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
There’s even a group
dedicated to teaching
structured content
concepts to students
on Pinterest
https://www.pinterest.com/explore/text-structures/
@ScottAbel @contentwrangler • #CMWorld
Schools of Information (iSchools)
are teaching students to craft
structured content, too
@ScottAbel @contentwrangler • #CMWorld
INTELLIGENT CONTENT IS
REUSABLE CONTENT
modular | structured | reusable | format-free | semantically rich
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Content reuse involves reusing
existing content components to
develop new content products
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Listen to what we can do when
music is modular and available for
reuse
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Here’s another music example
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Reusable content reduces the
time required to create, manage,
and publish new content products
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
There are two types of content
reuse: manual and automated
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Manual content reuse is a widely
used, yet inefficient approach to
repurposing content, creating
more challenges than it solves
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Manual content reuse involves
copying content from one source
and pasting it into another
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Manual content reuse is labor
intensive, error-prone and
unnecessarily costly
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Manual content reuse opens the
door for expensive problems with
content consistency
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
The cost of an extra
click can cost a
company millions of
dollars in lost
productivity daily
Source: David Platt, “Why Software Sucks (And What You Can Do About It)”
WHAT’S THE BIG DEAL?
@ScottAbel @contentwrangler • #CMWorld
With automated reuse, we point to
(reference) content we wish to
reuse
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Automated content reuse is also
known as transclusion
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Transclusion allows
us to automatically
reuse content
wherever it is needed
modular | structured | reusable | format-free | semantically rich
COMPONENTS
1 Logo
2 Product Description
3 Product Features
4 Product Specifications
5 Product Image
6Warranty
7 Product Functions
8 Product Applications
9 Product Price
10Value Proposition
11 Contact Information
12 FAQs
1 Logo
2 Product Description
3 Product Features
5 Product Image
8 Product Applications
10Value Proposition
11 Contact Information
PRINT BROCHURE
WEBINAR INVITE
1 Logo
2 Product Description
5 Product Image
10Value Proposition
11 Contact Information
PRODUCT MICROSITE
1 Logo
2 Product Description
3 Product Features
4 Product Specifications
5 Product Image
6Warranty
7 Product Functions
8 Product Applications
10Value Proposition
11 Contact Information
12 FAQs
EMAIL CAMPAIGN
1 Logo
2 Product Description
3 Product Features
5 Product Image
8 Product Applications
10Value Proposition
11 Contact Information
SALES SLIDE DECK
1 Logo
2 Product Description
3 Product Features
4 Product Specifications
5 Product Image
8 Product Applications
10Value Proposition
11 Contact Information
@ScottAbel @contentwrangler • #CMWorld
Changes made to the source
content automatically appear
wherever content is reused
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
modular | structured | reusable | format-free | semantically rich
Value Proposition
Video Script
Audio Clip
Sales Training Deck
Product Web Page
Print Brochure
Modular Content
A value proposition for a
new healthcare app could
be automatically reused
For example..
@ScottAbel @contentwrangler • #CMWorld
Value Proposition
Video Script
Sales Training Deck
Product Web Page
Print Brochure
Automated Reuse of Modular Content
@ScottAbel @contentwrangler • #CMWorld
Text is the easiest type of content
to design for reuse, but we can
create reusable content in nearly
all formats
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
INTELLIGENT CONTENT IS
FORMAT-FREE CONTENT
modular | structured | reusable | format-free | semantically rich
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Format-free content carries no
embedded formatting information,
allowing content to be prepared
automatically for any device
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Format-free content can be
mapped to any output channel or
device and can be automatically
reskinned
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
About Us Products Customers Blog Contact
About Us Products Customers Blog Contact
Your content is a business asset
Let us show you how to manage it efficiently and effectively
Your content
is a business asset
Let us show you how to manage
it efficiently and effectively
Why work with Primate Programming?
Primate Programming
Primate Programming Inc. is dedicated to the advancement and gainful
employment of non-human great apes within the United States information
technology sector.We are the pioneer in Primate Programming (PP) worldwide.
Primate Programming
Why work with Primate Programming?
Primate Programming Inc. is dedicated to the advancement and
gainful employment of non-human great apes within the United
States information technology sector. We are the pioneer in
Primate Programming (PP) worldwide.Order your free
content analysis today
bananas!
Go bananas!
Order your free content analysis today
Go
ENTERYOURWORK
EMAIL ADDRESS
LIMITEDTIME OFFER
RESTRICTIONS APPLY
ENTERYOURWORK EMAIL ADDRESS
Take outsourcing to a new level. Apply the right skills for the right job at the right
price. Our talented and experienced pool of affordable primate programmers can
help your organization keep pace with the increasing demands of our always-on
global content network. Primate Programming is the perfect fit for many
organizations looking to augment existing staff with contract labor.
LIMITEDTIME OFFER
RESTRICTIONS APPLY
Company
Officers
Roster
Locations
Events
Webinars
Conferences
Meetups
Clients
Case Studies
Success Stories
Interviews
Blog
Articles
Infographics
Whitepapers
Company
Officers
Roster
Locations
Events
Webinars
Conferences
Meetups
Clients
Case Studies
Success Stories
Interviews
Blog
Articles
Infographics
Whitepapers
Company
Officers
Roster
Locations
Events
Webinars
Conferences
Meetups
Clients
Case Studies
Success Stories
Interviews
Blog
Articles
Infographics
WhitepapersCopyright (c) 2015 Primate Programming, Inc.
Copyright (c) 2015 Primate Programming, Inc.
@ScottAbel @contentwrangler • #CMWorld
INTELLIGENT CONTENT IS
SEMANTICALLY RICH CONTENT
modular | structured | reusable | format-free | semantically rich
THE SOLUTION
@ScottAbel @contentwrangler • #CMWorld
Semantically rich content is
content to which we’ve added
machine-readable information that
describes the content
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Semantically rich content includes
metadata that describes what the
content is, what it’s about and
more
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Computers use semantically rich
metadata to understand and
process information on our behalf
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Semantically rich metadata can
help us locate relevant content
needed to build customized
content products
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
Metadata can help us retrieve all
occurances of a specific type of
content (product description,
product name, value proposition)
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
We can tag our content as ‘related’
to audience, industry, subject,
language, product version and
more
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
For example
industry = pharmaceutical
audience = physician
modular | structured | reusable | format-free | semantically rich
@ScottAbel @contentwrangler • #CMWorld
3 What makes a factory
@ScottAbel @contentwrangler • #CMWorld
Factories adopt
automation to
produce more
product with
less effort
FACTORIES
@ScottAbel @contentwrangler • #CMWorld
Factories need
standardization,
modularization, and
harmonization to
enable automation
FACTORIES
@ScottAbel @contentwrangler • #CMWorld
Factories are most efficient when
their systems are interoperable
FACTORIES
Interoperability is the ability of a system or a
product to work with other systems or
products without special or additional effort
@ScottAbel @contentwrangler • #CMWorld
4 What you’ll need to create
a content factory
@ScottAbel @contentwrangler • #CMWorld
Software tools play a HUGE role in
the success of multichannel
publishing; they should be selected
AFTER you have an understanding
of your content needs
SOFTWARE
@ScottAbel @contentwrangler • #CMWorld
Multichannel publishing requires
(at a minimum) authoring software
and a content management system
designed to handle intelligent
content
SOFTWARE
@ScottAbel @contentwrangler • #CMWorld
Technical communicators use XML
authoring tools and component
content management systems to
produce multichannel deliverables
SOFTWARE
@ScottAbel @contentwrangler • #CMWorld
XML authoring tools are designed
to help us create modular,
structured, reusable content, free
of formatting and style information,
and rich with semantic metadata
SOFTWARE
@ScottAbel @contentwrangler • #CMWorld
To effectively manage intelligent
modular pieces of content we need
a content management system
SOFTWARE
@ScottAbel @contentwrangler • #CMWorld
Not just any content management
system; we need a component
content management system
designed to manage modular,
structured, components of content
SOFTWARE
@ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
rethinking and re-engineering
content production processes
PROCESS RE-ENGINEERING
@ScottAbel @contentwrangler • #CMWorld
Instead of creating deliverables,
we create recipes — formal
structures — for each content
product we plan to produce
PROCESS RE-ENGINEERING
@ScottAbel @contentwrangler • #CMWorld
Creating deliverables becomes a
matter of assembly; reusable
content can be automatically
included, allowing the author to
focus on creating unique pieces
PROCESS RE-ENGINEERING
@ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
ensuring content is created in the
same way, to the same standards,
following the same rules
GOVERNANCE
@ScottAbel @contentwrangler • #CMWorld
Roles and responsibilities change
when you move to creating
intelligent content for
multichannel publishing
ROLES AND RESPONSBILITIES
@ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
learning new skills and changing
how we work; don’t skimp, enlist
the help of professionals
TRAINING
@ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
crafting a business case that is
achievable and will provide
positive return on investment
THE BUSINESS CASE
@ScottAbel @contentwrangler • #CMWorld
4 Mini Case Study
The Language of Content Strategy
@ScottAbel @contentwrangler • #CMWorld
Case Study: The Language
of Content Strategy
5 products, 1 source: A book, an ebook,
a website, set of flashcards, audiobook
A content marketing case study about content strategy using multichannel publishing
10:00am-10:10am
@ScottAbel @contentwrangler • #CMWorld
Multi-channel publishing case
study and content marketing
project for The Content Wrangler
Audiences: Prospective customers, content strategists, content marketers, students.
THE GOAL
@ScottAbel @contentwrangler • #CMWorld
Demonstrate how multichannel
publishing tactics used by
technical communicators can be
used by content marketers
Concerns: Marketers aren’t familiar with approach and will need a tangible example.
THE CHALLENGE
@ScottAbel @contentwrangler • #CMWorld
Using multichannel publishing,
create a printed book, an eBook, a
website, and a set of flashcards,
and an audiobook
THE PROJECT
@ScottAbel @contentwrangler • #CMWorld
The Language of Content Strategy
Author Contact Information
Author Information
Importance Statement
Essay
Additional Resources
Author Name
Term
Definition
Audio File
Author Photograph
Content Model The
Identified
components
needed to
manufacture
deliverables
FIRST STEP: THE CONTENT MODEL
@ScottAbel @contentwrangler • #CMWorld
The Language of Content Strategy
Author Contact Information
Author Information
Importance Statement
Essay
Additional Resources
Author Name
Term
Definition
Audio File
Author Photograph
Content Model The Book eBook Website Card Deck Audiobook
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
SECOND STEP: WHERE TO REUSE CONTENT
@ScottAbel @contentwrangler • #CMWorld
Source: Content Marketing Institute
THIRD STEP: MAP CONTENT FLOW
@ScottAbel @contentwrangler • #CMWorld
Term
Definition
Importance Statement
Author Information
Author Name
Essay
THE BOOK
@ScottAbel @contentwrangler • #CMWorld
Essay
Author
Information
Term
Definition
Author Name
Importance
Statement
THE EBOOK
@ScottAbel @contentwrangler • #CMWorld
Essay
Author Name
Importance
Statement
Definition
Term
Audio File
Author
Information
THE WEBSITE
@ScottAbel @contentwrangler • #CMWorld
THE AUDIO SCRIPT
Essay
Author Name
Importance
Statement
Definition
Term
Author
Information
The “Content Strategy Term of the Week” is the
core concept of Content Strategy by Rahel Anne
Bailie.
What is content strategy?
The analysis and planning to develop a
repeatable system that governs the
management of content throughout the entire
content lifecycle.
Why is content strategy important?
Provides context, so that the organization’s
vision can be implemented in an integrated way,
to meet business goals and project objectives.
Why does a content strategist need to know
this?
Strategy is defined as “alternatives chosen to
make happen a desired future, such as
achievement of a goal or solution to a problem.”
A content strategy, then, is the analysis phase of
a business problem that determines how content
can be improved, either on the editorial or
technical sides, to contribute to corporate
success.
Content strategy is the practice of helping
organizations improve their content performance,
primarily through the analysis of existing content
problems and development of plans for
improvement. A content strategy will assess an
organization’s current state, understand the ideal
future state, recognize where the gaps are, and
develop an implementation roadmap. 
The roadmap defines a content lifecycle specific to
an organization’s needs, so that the content can
meet business goals. Even when a project or
contract addresses only a portion of the overall
need, the strategy should be designed to allow future
projects to become part of a unified strategy.
About Rahel Anne Bailie
Rahel Anne Bailie is an integrator of content
strategy, requirements analysis, information
architecture, and content management to increase
ROI of product lifecycle content. She is also a
supporter of content structure and standards. She is
founder of Intentional Design, Fellow of STC, co-
author of Content Strategy: Connecting the dots
between business, brand, and benefits, and co-
@ScottAbel @contentwrangler • #CMWorld
THE CARDS
Importance
Statement
Definition
Term Content Strategy
What it is.
The analysis and planning to
develop a repeatable system
that governs the manage-
ment of content throughout
the entire content lifecycle.
Why Do it?
Provides context, so that the
organization’s vision can be
implemented in an integrated
way, to meet business goals
and project objectives.
@ScottAbel @contentwrangler • #CMWorld
RESOURCES FOR FURTHER STUDY
@ScottAbel @contentwrangler • #CMWorld
5 Advice
@ScottAbel @contentwrangler • #CMWorld
THINK MODULAR
@ScottAbel @contentwrangler • #CMWorld
What if we gave you each the exact
same set of LEGO® building
blocks?
What would you build?
THINK MODULAR
@ScottAbel @contentwrangler • #CMWorld
Modular content affords companies
an incredible amount of flexibility;
content creators can leverage
components to build whatever they
need, when they need it
THINK MODULAR
@ScottAbel @contentwrangler • #CMWorld
6 Wrap Up
Discussion and Questions
@ScottAbel @contentwrangler • #CMWorld
MY GIFT TO YOU
Give me your business
card, I’ll provide a free
copy of our newest book*,
created specifically to get
content marketers to think
differently about content on sale

Sept 25
@ScottAbel @contentwrangler • #CMWorld
Creating a
Getting started with
Digital
Content
Factory
Intelligent
Contentpresented by Scott Abel, The Content Wrangler

More Related Content

What's hot

Composale DXP with MACH architecture.pptx
Composale DXP with MACH architecture.pptxComposale DXP with MACH architecture.pptx
Composale DXP with MACH architecture.pptxPieter Brinkman
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About MarketingHubSpot
 
The best digital transformation frameworks in 2020
The best digital transformation frameworks in 2020The best digital transformation frameworks in 2020
The best digital transformation frameworks in 2020run_frictionless
 
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing SuccessContent Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing SuccessLaura Creekmore
 
Airbyte - Series-A deck
Airbyte - Series-A deckAirbyte - Series-A deck
Airbyte - Series-A deckAirbyte
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for EverythingKristina Halvorson
 
Business Transformation Powerpoint Presentation Slides
Business Transformation Powerpoint Presentation SlidesBusiness Transformation Powerpoint Presentation Slides
Business Transformation Powerpoint Presentation SlidesSlideTeam
 
Digital transformation
Digital transformationDigital transformation
Digital transformationScopernia
 
Communication Matrix PowerPoint Presentation Slides
Communication Matrix PowerPoint Presentation Slides Communication Matrix PowerPoint Presentation Slides
Communication Matrix PowerPoint Presentation Slides SlideTeam
 
digital_foundation_pov_2021_fr (1).pptx
digital_foundation_pov_2021_fr (1).pptxdigital_foundation_pov_2021_fr (1).pptx
digital_foundation_pov_2021_fr (1).pptxKumarAbhijit4
 
Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...
Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...
Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...Seattle Interactive Conference
 
Governance Model PowerPoint Presentation Slides
Governance Model PowerPoint Presentation SlidesGovernance Model PowerPoint Presentation Slides
Governance Model PowerPoint Presentation SlidesSlideTeam
 
High Tech Digital Transformation
High Tech Digital TransformationHigh Tech Digital Transformation
High Tech Digital Transformationaccenture
 
Prosci Roles in Change Management
Prosci Roles in Change ManagementProsci Roles in Change Management
Prosci Roles in Change ManagementTim Creasey
 
Identifying and Managing Technical Debt
Identifying and Managing Technical DebtIdentifying and Managing Technical Debt
Identifying and Managing Technical Debtzazworka
 
Digital Transformation Toolkit - Framework, Best Practices and Templates
Digital Transformation Toolkit - Framework, Best Practices and TemplatesDigital Transformation Toolkit - Framework, Best Practices and Templates
Digital Transformation Toolkit - Framework, Best Practices and TemplatesAurelien Domont, MBA
 
operatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdf
operatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdfoperatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdf
operatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdfddr95827
 
Workshop digital transformation strategy digital road-map training
Workshop digital transformation strategy digital road-map trainingWorkshop digital transformation strategy digital road-map training
Workshop digital transformation strategy digital road-map trainingMiodrag Kostic, CMC
 
Design System & Atomic Design
Design System & Atomic DesignDesign System & Atomic Design
Design System & Atomic DesignVani Jain
 

What's hot (20)

Composale DXP with MACH architecture.pptx
Composale DXP with MACH architecture.pptxComposale DXP with MACH architecture.pptx
Composale DXP with MACH architecture.pptx
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About Marketing
 
The best digital transformation frameworks in 2020
The best digital transformation frameworks in 2020The best digital transformation frameworks in 2020
The best digital transformation frameworks in 2020
 
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing SuccessContent Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
 
Airbyte - Series-A deck
Airbyte - Series-A deckAirbyte - Series-A deck
Airbyte - Series-A deck
 
How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
 
Business Transformation Powerpoint Presentation Slides
Business Transformation Powerpoint Presentation SlidesBusiness Transformation Powerpoint Presentation Slides
Business Transformation Powerpoint Presentation Slides
 
Digital transformation
Digital transformationDigital transformation
Digital transformation
 
Communication Matrix PowerPoint Presentation Slides
Communication Matrix PowerPoint Presentation Slides Communication Matrix PowerPoint Presentation Slides
Communication Matrix PowerPoint Presentation Slides
 
digital_foundation_pov_2021_fr (1).pptx
digital_foundation_pov_2021_fr (1).pptxdigital_foundation_pov_2021_fr (1).pptx
digital_foundation_pov_2021_fr (1).pptx
 
Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...
Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...
Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...
 
Governance Model PowerPoint Presentation Slides
Governance Model PowerPoint Presentation SlidesGovernance Model PowerPoint Presentation Slides
Governance Model PowerPoint Presentation Slides
 
High Tech Digital Transformation
High Tech Digital TransformationHigh Tech Digital Transformation
High Tech Digital Transformation
 
Prosci Roles in Change Management
Prosci Roles in Change ManagementProsci Roles in Change Management
Prosci Roles in Change Management
 
Identifying and Managing Technical Debt
Identifying and Managing Technical DebtIdentifying and Managing Technical Debt
Identifying and Managing Technical Debt
 
Digital Transformation Toolkit - Framework, Best Practices and Templates
Digital Transformation Toolkit - Framework, Best Practices and TemplatesDigital Transformation Toolkit - Framework, Best Practices and Templates
Digital Transformation Toolkit - Framework, Best Practices and Templates
 
operatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdf
operatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdfoperatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdf
operatingmodelandorganizationdesigntoolkit-overviewandapproach-211220031125.pdf
 
Workshop digital transformation strategy digital road-map training
Workshop digital transformation strategy digital road-map trainingWorkshop digital transformation strategy digital road-map training
Workshop digital transformation strategy digital road-map training
 
Design System & Atomic Design
Design System & Atomic DesignDesign System & Atomic Design
Design System & Atomic Design
 

Viewers also liked

Just Put That In The Zip Code Field…: The Ins and Outs of Content Modeling
Just Put That In The Zip Code Field…: The Ins and Outs of Content ModelingJust Put That In The Zip Code Field…: The Ins and Outs of Content Modeling
Just Put That In The Zip Code Field…: The Ins and Outs of Content ModelingScott Abel
 
How to build trust and reputation through content marketing
How to build trust and reputation through content marketingHow to build trust and reputation through content marketing
How to build trust and reputation through content marketingTrevor Young
 
Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Scott Abel
 
Digital Content Frustration
Digital Content FrustrationDigital Content Frustration
Digital Content FrustrationSarah Houghton
 
26th GBG Dhaka - Creating Content for a Digital Audience
26th GBG Dhaka - Creating Content for a Digital Audience26th GBG Dhaka - Creating Content for a Digital Audience
26th GBG Dhaka - Creating Content for a Digital AudienceGBGDhaka
 
No One Cares About Your Content (Yet): Digital Atlanta 2012
No One Cares About Your Content (Yet): Digital Atlanta 2012No One Cares About Your Content (Yet): Digital Atlanta 2012
No One Cares About Your Content (Yet): Digital Atlanta 2012Cliff Seal
 
Successful Digital Content Strategy
Successful Digital Content StrategySuccessful Digital Content Strategy
Successful Digital Content StrategyNicole Hess
 
Digital Team Structure: The Foundation for Innovation
Digital Team Structure: The Foundation for InnovationDigital Team Structure: The Foundation for Innovation
Digital Team Structure: The Foundation for InnovationNTEN
 
Building Great Digital Marketing Teams
Building Great Digital Marketing TeamsBuilding Great Digital Marketing Teams
Building Great Digital Marketing TeamsRand Fishkin
 
100 Questions To Ask About Your DIGITAL BUSINESS
100 Questions To Ask About Your DIGITAL BUSINESS100 Questions To Ask About Your DIGITAL BUSINESS
100 Questions To Ask About Your DIGITAL BUSINESSCognizant
 
HYPERGROWTH by David Cancel
HYPERGROWTH by David CancelHYPERGROWTH by David Cancel
HYPERGROWTH by David CancelDrift
 
Activate Tech and Media Outlook 2017
Activate Tech and Media Outlook 2017Activate Tech and Media Outlook 2017
Activate Tech and Media Outlook 2017Activate
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessRoger Parker
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepBuffer
 

Viewers also liked (20)

Production and Distribution of Digital Content
Production and Distribution of Digital ContentProduction and Distribution of Digital Content
Production and Distribution of Digital Content
 
Just Put That In The Zip Code Field…: The Ins and Outs of Content Modeling
Just Put That In The Zip Code Field…: The Ins and Outs of Content ModelingJust Put That In The Zip Code Field…: The Ins and Outs of Content Modeling
Just Put That In The Zip Code Field…: The Ins and Outs of Content Modeling
 
How to build trust and reputation through content marketing
How to build trust and reputation through content marketingHow to build trust and reputation through content marketing
How to build trust and reputation through content marketing
 
Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...
 
Digital Content Frustration
Digital Content FrustrationDigital Content Frustration
Digital Content Frustration
 
26th GBG Dhaka - Creating Content for a Digital Audience
26th GBG Dhaka - Creating Content for a Digital Audience26th GBG Dhaka - Creating Content for a Digital Audience
26th GBG Dhaka - Creating Content for a Digital Audience
 
No One Cares About Your Content (Yet): Digital Atlanta 2012
No One Cares About Your Content (Yet): Digital Atlanta 2012No One Cares About Your Content (Yet): Digital Atlanta 2012
No One Cares About Your Content (Yet): Digital Atlanta 2012
 
Digital Organisation Nestlé
Digital Organisation NestléDigital Organisation Nestlé
Digital Organisation Nestlé
 
Successful Digital Content Strategy
Successful Digital Content StrategySuccessful Digital Content Strategy
Successful Digital Content Strategy
 
The 2016 State of Digital Content
The 2016 State of Digital ContentThe 2016 State of Digital Content
The 2016 State of Digital Content
 
Digital Team Structure: The Foundation for Innovation
Digital Team Structure: The Foundation for InnovationDigital Team Structure: The Foundation for Innovation
Digital Team Structure: The Foundation for Innovation
 
Building Great Digital Marketing Teams
Building Great Digital Marketing TeamsBuilding Great Digital Marketing Teams
Building Great Digital Marketing Teams
 
100 Questions To Ask About Your DIGITAL BUSINESS
100 Questions To Ask About Your DIGITAL BUSINESS100 Questions To Ask About Your DIGITAL BUSINESS
100 Questions To Ask About Your DIGITAL BUSINESS
 
HYPERGROWTH by David Cancel
HYPERGROWTH by David CancelHYPERGROWTH by David Cancel
HYPERGROWTH by David Cancel
 
Activate Tech and Media Outlook 2017
Activate Tech and Media Outlook 2017Activate Tech and Media Outlook 2017
Activate Tech and Media Outlook 2017
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing Success
 
99 Facts on the Future of Business
99 Facts on the Future of Business99 Facts on the Future of Business
99 Facts on the Future of Business
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
Content Marketing Predictions 2017
Content Marketing Predictions 2017Content Marketing Predictions 2017
Content Marketing Predictions 2017
 

Similar to Creating A Digital Content Factory: Getting Started with Intelligent Content

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Kevin Briody
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
 
Rock Content Marketing Webinar
Rock Content Marketing WebinarRock Content Marketing Webinar
Rock Content Marketing WebinarKabbage
 
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Nitish Bhardwaj
 
Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Margot Bloomstein
 
Training: The Missing Element of Content Governance
Training: The Missing Element of Content GovernanceTraining: The Missing Element of Content Governance
Training: The Missing Element of Content GovernanceRick Allen
 
Parenting is Experience Design: The Ultimate Omnichannel Case Study
Parenting is Experience Design: The Ultimate Omnichannel Case StudyParenting is Experience Design: The Ultimate Omnichannel Case Study
Parenting is Experience Design: The Ultimate Omnichannel Case StudyGail Swanson
 
Creating a Winning Brand Content Strategy #SEJSummit
Creating a Winning Brand Content Strategy #SEJSummitCreating a Winning Brand Content Strategy #SEJSummit
Creating a Winning Brand Content Strategy #SEJSummitSearch Engine Journal
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
PubCon 2016 | Building Custom Content on a Budget
PubCon 2016 | Building Custom Content on a BudgetPubCon 2016 | Building Custom Content on a Budget
PubCon 2016 | Building Custom Content on a BudgetMMI Agency
 
Creating Social Content Efficiently
Creating Social Content EfficientlyCreating Social Content Efficiently
Creating Social Content EfficientlyCaitlin Jeansonne
 
High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0
High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0
High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0High Alpha
 
11 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 201511 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 2015Mike Corak
 
Content Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycleContent Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycleChris Mickens
 
How to Rock Content Marketing in the Age of 'Content Shock'
How to Rock Content Marketing in the Age of 'Content Shock'How to Rock Content Marketing in the Age of 'Content Shock'
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
 
Visual Content Marketing in Edu
Visual Content Marketing in EduVisual Content Marketing in Edu
Visual Content Marketing in EduLinkedIn
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabMargot Bloomstein
 

Similar to Creating A Digital Content Factory: Getting Started with Intelligent Content (20)

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
 
Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)Mapping Content to the Entire Customer Journey (CMW 2016)
Mapping Content to the Entire Customer Journey (CMW 2016)
 
Tips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing StrategyTips, Tools and Templates To Build Your Content Marketing Strategy
Tips, Tools and Templates To Build Your Content Marketing Strategy
 
Pillar Content Creation Workshop - SLCHUG June 1, 2017
Pillar Content Creation Workshop - SLCHUG June 1, 2017Pillar Content Creation Workshop - SLCHUG June 1, 2017
Pillar Content Creation Workshop - SLCHUG June 1, 2017
 
Rock Content Marketing Webinar
Rock Content Marketing WebinarRock Content Marketing Webinar
Rock Content Marketing Webinar
 
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
 
Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14
 
Training: The Missing Element of Content Governance
Training: The Missing Element of Content GovernanceTraining: The Missing Element of Content Governance
Training: The Missing Element of Content Governance
 
Parenting is Experience Design: The Ultimate Omnichannel Case Study
Parenting is Experience Design: The Ultimate Omnichannel Case StudyParenting is Experience Design: The Ultimate Omnichannel Case Study
Parenting is Experience Design: The Ultimate Omnichannel Case Study
 
Creating a Winning Brand Content Strategy #SEJSummit
Creating a Winning Brand Content Strategy #SEJSummitCreating a Winning Brand Content Strategy #SEJSummit
Creating a Winning Brand Content Strategy #SEJSummit
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
 
Digital Content: Kirk Hullis
Digital Content: Kirk HullisDigital Content: Kirk Hullis
Digital Content: Kirk Hullis
 
PubCon 2016 | Building Custom Content on a Budget
PubCon 2016 | Building Custom Content on a BudgetPubCon 2016 | Building Custom Content on a Budget
PubCon 2016 | Building Custom Content on a Budget
 
Creating Social Content Efficiently
Creating Social Content EfficientlyCreating Social Content Efficiently
Creating Social Content Efficiently
 
High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0
High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0
High Alpha Speaker Series Feat. Clay Collins of LeadPages: Startup Growth 2.0
 
11 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 201511 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 2015
 
Content Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycleContent Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycle
 
How to Rock Content Marketing in the Age of 'Content Shock'
How to Rock Content Marketing in the Age of 'Content Shock'How to Rock Content Marketing in the Age of 'Content Shock'
How to Rock Content Marketing in the Age of 'Content Shock'
 
Visual Content Marketing in Edu
Visual Content Marketing in EduVisual Content Marketing in Edu
Visual Content Marketing in Edu
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at Confab
 

More from Scott Abel

2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...Scott Abel
 
The Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentThe Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentScott Abel
 
The cognitive era and the future of content
The cognitive era and the future of contentThe cognitive era and the future of content
The cognitive era and the future of contentScott Abel
 
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerIntelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerScott Abel
 
Emerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehEmerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehScott Abel
 
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScott Abel
 
Content Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresContent Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresScott Abel
 
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkThe ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkScott Abel
 
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Scott Abel
 
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...Scott Abel
 
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Scott Abel
 
Fandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLFandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLScott Abel
 
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorDeep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorScott Abel
 
The Future of Technical Communication is Marketing
The Future of Technical Communication is MarketingThe Future of Technical Communication is Marketing
The Future of Technical Communication is MarketingScott Abel
 
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...Scott Abel
 
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To IgnoreScott Abel
 
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Scott Abel
 
Thinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeThinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeScott Abel
 
Structured content
Structured contentStructured content
Structured contentScott Abel
 
The State of the Technical Communication Industry: tcworld India 2013 Keynote...
The State of the Technical Communication Industry: tcworld India 2013 Keynote...The State of the Technical Communication Industry: tcworld India 2013 Keynote...
The State of the Technical Communication Industry: tcworld India 2013 Keynote...Scott Abel
 

More from Scott Abel (20)

2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
 
The Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentThe Cognitive Era and the Future of Content
The Cognitive Era and the Future of Content
 
The cognitive era and the future of content
The cognitive era and the future of contentThe cognitive era and the future of content
The cognitive era and the future of content
 
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerIntelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
 
Emerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehEmerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam Helweh
 
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
 
Content Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresContent Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda Flores
 
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkThe ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
 
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
 
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
 
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
 
Fandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLFandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDL
 
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorDeep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
 
The Future of Technical Communication is Marketing
The Future of Technical Communication is MarketingThe Future of Technical Communication is Marketing
The Future of Technical Communication is Marketing
 
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
 
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
 
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
 
Thinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeThinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World Singapore
 
Structured content
Structured contentStructured content
Structured content
 
The State of the Technical Communication Industry: tcworld India 2013 Keynote...
The State of the Technical Communication Industry: tcworld India 2013 Keynote...The State of the Technical Communication Industry: tcworld India 2013 Keynote...
The State of the Technical Communication Industry: tcworld India 2013 Keynote...
 

Recently uploaded

Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxGeorgeCulica
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckOban International
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
digital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdfdigital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdfkholoudwaheed93
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Marketing BRANDING
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 

Recently uploaded (20)

Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptx
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
digital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdfdigital marketing strategy shipshop mall .pdf
digital marketing strategy shipshop mall .pdf
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
 
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
Agencia Marketing Branding Creative Certification Exam Google Diciembre 2023
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 

Creating A Digital Content Factory: Getting Started with Intelligent Content

  • 1. @ScottAbel @contentwrangler • #CMWorld Creating a Getting started with Digital Content Factory Intelligent Contentpresented by Scott Abel, The Content Wrangler
  • 2. @ScottAbel @contentwrangler • #CMWorld Scott Abel @ScottAbel • CEO, The Content Wrangler • Global Content Strategist • Content Production Optimization Expert • Intelligent Content Evangelist • Co-Producer Intelligent Content Conference • Co-Founder Information Development World • Co-Author “Intelligent Content: A Primer” • Co-Author “The Language of Content Strategy” • Translators Without Borders Awareness Team • Lecturer at University of California, Berkeley • Nightclub DJ, remixer, and mashup artist
  • 3. @ScottAbel @contentwrangler • #CMWorld The Content Strategy Series from XML Press www.xmlpress.net
  • 4. @ScottAbel @contentwrangler • #CMWorld This is a 45 minute lecture, not a college course; I will cover the basics, leaving time to answer a few questions at the end of the session SETTING EXPECTATIONS
  • 5. @ScottAbel @contentwrangler • #CMWorld A brief overview of the problems facing content marketers and why a new approach to creating content is warranted WHAT WE WILL COVER
  • 6. @ScottAbel @contentwrangler • #CMWorld A high level overview of what’s required to transform the traditional content production process into a multichannel content manufacturing strategy WHAT WE WILL COVER
  • 7. @ScottAbel @contentwrangler • #CMWorld What software you should buy How to write reusable content How to structure content XML, DITA, Viterbi algorithm Tone, voice, branding, cats WHAT WE WON’T COVER
  • 8. @ScottAbel @contentwrangler • #CMWorld If this session isn’t a good fit If you attended my 3 hr workshop If you plan to attend my 6 hour lab WHY YOU MIGHT WANT TO LEAVE NOW
  • 9. @ScottAbel @contentwrangler • #CMWorld becauseI can’t teach you everything you need to know in the time we have together
  • 10. @ScottAbel @contentwrangler • #CMWorld MY GIFT TO YOU Give me your business card, I’ll provide a free copy of our newest book*, created specifically to get content marketers to think differently about content on sale
 Sept 25
  • 11. @ScottAbel @contentwrangler • #CMWorld “While most marketers focus on leads, likes and whatever they define as engagement, the real value is in creating content experiences that are scalable, consistent, personal and adaptable.” Joe Pulizzi, Content Marketing Institute
  • 12. @ScottAbel @contentwrangler • #CMWorld 1 The Problems
  • 13. @ScottAbel @contentwrangler • #CMWorld We continue to craft content in much the same way that we always have THE PROBLEMS
  • 14. @ScottAbel @contentwrangler • #CMWorld We rely on an outdated page-based paradigm that doesn’t serve us well today THE PROBLEMS
  • 15. @ScottAbel @contentwrangler • #CMWorld Our approach is not optimized to address growth in number of touch points, distribution channels, devices, platforms, customer expectations THE PROBLEMS
  • 16. @ScottAbel @contentwrangler • #CMWorld As a result, most content marketers are unable to meet demand
  • 17. @ScottAbel @contentwrangler • #CMWorld 92% are unable to meet deadlines Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  • 18. @ScottAbel @contentwrangler • #CMWorld 90% are struggling to manage redundant content creation efforts Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  • 19. @ScottAbel @contentwrangler • #CMWorld 81% are struggling to coordinate content creators Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  • 20. @ScottAbel @contentwrangler • #CMWorld 64% are challenged with issues relating to repurposing content Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  • 21. @ScottAbel @contentwrangler • #CMWorld 25% of every dollar spent on content marketing is wasted Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes” THE PROBLEMS
  • 22. @ScottAbel @contentwrangler • #CMWorld It’s time to stop the bleeding
  • 23. @ScottAbel @contentwrangler • #CMWorld But, most executives don’t understand the severity of our problems THE PROBLEMS
  • 24. @ScottAbel @contentwrangler • #CMWorld If they can’t see what’s broken, it’s hard to spot opportunities for improvement THE PROBLEMS
  • 25. @ScottAbel @contentwrangler • #CMWorld They have no idea that the way we work was never optimized to provide maximum business value THE PROBLEMS
  • 26. @ScottAbel @contentwrangler • #CMWorld it’s up to usto show them what’s wrong and fight for a systematic, repeatable method that serves our needs today, and into the future
  • 27. @ScottAbel @contentwrangler • #CMWorld All of these challenges and more can be overcome by rethinking how we create, manage, and deliver content
  • 28. @ScottAbel @contentwrangler • #CMWorld Why rethink the way we work?
  • 29. @ScottAbel @contentwrangler • #CMWorld Gleanster found that organizations that invest in streamlining and optimizing content production produce two times more content Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  • 30. @ScottAbel @contentwrangler • #CMWorld And they do it 163% faster than their less efficient competitors Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  • 31. @ScottAbel @contentwrangler • #CMWorld Let’s take a look at a solution that’s helped other communication professionals overcome similar problems
  • 32. @ScottAbel @contentwrangler • #CMWorld 2 The Solution
  • 33. @ScottAbel @contentwrangler • #CMWorld In order to create a digital content factory we need to change the way we work THE SOLUTION
  • 34. @ScottAbel @contentwrangler • #CMWorld In order to create a digital content factory we need new thinking, new methods, new processes, new roles, new responsibilities, and new tools THE SOLUTION
  • 35. @ScottAbel @contentwrangler • #CMWorld New thinking about content based on proven lean manufacturing principles, just-in-time delivery, kanban, agile development THE SOLUTION
  • 36. @ScottAbel @contentwrangler • #CMWorld In order to create scalable, consistent, personal and adaptable content experiences, we need intelligent content THE SOLUTION
  • 37. @ScottAbel @contentwrangler • #CMWorld What is intelligent content? THE SOLUTION
  • 38. @ScottAbel @contentwrangler • #CMWorld Intelligent content is content designed to be modular, structured, reusable, format-free, and semantically rich THE SOLUTION We will cover each of these characteristics, but first…
  • 39. @ScottAbel @contentwrangler • #CMWorld What do we get if we adopt intelligent content? THE SOLUTION
  • 40. @ScottAbel @contentwrangler • #CMWorld Capabilities THE SOLUTION capacity + abilities that provide us with business value
  • 41. @ScottAbel @contentwrangler • #CMWorld Adopting intelligent content provides our content with 3 much needed capabilities: discoverability, reconfigurability, and adaptability THE SOLUTION
  • 42. @ScottAbel @contentwrangler • #CMWorld Let’s take a brief look at the characteristics that make content intelligent THE SOLUTION
  • 43. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS MODULAR CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  • 44. @ScottAbel @contentwrangler • #CMWorld Modular content is componentized content designed for reuse Product Image Short Product Description Product Name modular | structured | reusable | format-free | semantically rich
  • 45. @ScottAbel @contentwrangler • #CMWorld Instead of creating documents, we assemble content components into content products modular | structured | reusable | format-free | semantically rich
  • 46. @ScottAbel @contentwrangler • #CMWorld Product Image Short Product Description Product Name ProductWhite Paper Product Case Study Company Logo
  • 47. @ScottAbel @contentwrangler • #CMWorld Modular content is flexible; it can be remixed, repurposed, and reviewed independently modular | structured | reusable | format-free | semantically rich THE BENEFITS
  • 48. @ScottAbel @contentwrangler • #CMWorld Increases content consistency, content development agility, content production efficiency and substantially reduces costs modular | structured | reusable | format-free | semantically rich THE BENEFITS
  • 49. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS STRUCTURED CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  • 50. @ScottAbel @contentwrangler • #CMWorld Structured content is content intentionally designed to be both human- and machine-readable modular | structured | reusable | format-free | semantically rich
  • 51. @ScottAbel @contentwrangler • #CMWorld Structured content is predictable content that humans can read and understand and that computers can automatically process modular | structured | reusable | format-free | semantically rich
  • 52. @ScottAbel @contentwrangler • #CMWorld THINK STRUCTURED Structured content gets its utility from its predictability
  • 53. @ScottAbel @contentwrangler • #CMWorld Structured content is semantically- labeled and consistently organized modular | structured | reusable | format-free | semantically rich
  • 54. @ScottAbel @contentwrangler • #CMWorld Term Definition Importance Statement Author Information Author Name Essay
  • 55. @ScottAbel @contentwrangler • #CMWorld Structure provides authoring guidance, ensuring everyone creates content consistently modular | structured | reusable | format-free | semantically rich
  • 56. @ScottAbel @contentwrangler • #CMWorld Structured content is required to help us enable modern businesses to meet consumer content demand modular | structured | reusable | format-free | semantically rich
  • 57. @ScottAbel @contentwrangler • #CMWorld Some of you may be thinking, “If this is so important, why aren’t they teaching these skills in school” modular | structured | reusable | format-free | semantically rich
  • 58. @ScottAbel @contentwrangler • #CMWorld Structured content is being taught in 5th grade modular | structured | reusable | format-free | semantically rich
  • 59. @ScottAbel @contentwrangler • #CMWorld There’s even a group dedicated to teaching structured content concepts to students on Pinterest https://www.pinterest.com/explore/text-structures/
  • 60. @ScottAbel @contentwrangler • #CMWorld Schools of Information (iSchools) are teaching students to craft structured content, too
  • 61. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS REUSABLE CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  • 62. @ScottAbel @contentwrangler • #CMWorld Content reuse involves reusing existing content components to develop new content products modular | structured | reusable | format-free | semantically rich
  • 63. @ScottAbel @contentwrangler • #CMWorld Listen to what we can do when music is modular and available for reuse modular | structured | reusable | format-free | semantically rich
  • 64. @ScottAbel @contentwrangler • #CMWorld Here’s another music example modular | structured | reusable | format-free | semantically rich
  • 65. @ScottAbel @contentwrangler • #CMWorld Reusable content reduces the time required to create, manage, and publish new content products modular | structured | reusable | format-free | semantically rich
  • 66. @ScottAbel @contentwrangler • #CMWorld There are two types of content reuse: manual and automated modular | structured | reusable | format-free | semantically rich
  • 67. @ScottAbel @contentwrangler • #CMWorld Manual content reuse is a widely used, yet inefficient approach to repurposing content, creating more challenges than it solves modular | structured | reusable | format-free | semantically rich
  • 68. @ScottAbel @contentwrangler • #CMWorld Manual content reuse involves copying content from one source and pasting it into another modular | structured | reusable | format-free | semantically rich
  • 69. @ScottAbel @contentwrangler • #CMWorld Manual content reuse is labor intensive, error-prone and unnecessarily costly modular | structured | reusable | format-free | semantically rich
  • 70. @ScottAbel @contentwrangler • #CMWorld Manual content reuse opens the door for expensive problems with content consistency modular | structured | reusable | format-free | semantically rich
  • 71. @ScottAbel @contentwrangler • #CMWorld The cost of an extra click can cost a company millions of dollars in lost productivity daily Source: David Platt, “Why Software Sucks (And What You Can Do About It)” WHAT’S THE BIG DEAL?
  • 72. @ScottAbel @contentwrangler • #CMWorld With automated reuse, we point to (reference) content we wish to reuse modular | structured | reusable | format-free | semantically rich
  • 73. @ScottAbel @contentwrangler • #CMWorld Automated content reuse is also known as transclusion modular | structured | reusable | format-free | semantically rich
  • 74. @ScottAbel @contentwrangler • #CMWorld Transclusion allows us to automatically reuse content wherever it is needed modular | structured | reusable | format-free | semantically rich COMPONENTS 1 Logo 2 Product Description 3 Product Features 4 Product Specifications 5 Product Image 6Warranty 7 Product Functions 8 Product Applications 9 Product Price 10Value Proposition 11 Contact Information 12 FAQs 1 Logo 2 Product Description 3 Product Features 5 Product Image 8 Product Applications 10Value Proposition 11 Contact Information PRINT BROCHURE WEBINAR INVITE 1 Logo 2 Product Description 5 Product Image 10Value Proposition 11 Contact Information PRODUCT MICROSITE 1 Logo 2 Product Description 3 Product Features 4 Product Specifications 5 Product Image 6Warranty 7 Product Functions 8 Product Applications 10Value Proposition 11 Contact Information 12 FAQs EMAIL CAMPAIGN 1 Logo 2 Product Description 3 Product Features 5 Product Image 8 Product Applications 10Value Proposition 11 Contact Information SALES SLIDE DECK 1 Logo 2 Product Description 3 Product Features 4 Product Specifications 5 Product Image 8 Product Applications 10Value Proposition 11 Contact Information
  • 75. @ScottAbel @contentwrangler • #CMWorld Changes made to the source content automatically appear wherever content is reused modular | structured | reusable | format-free | semantically rich
  • 76. @ScottAbel @contentwrangler • #CMWorld modular | structured | reusable | format-free | semantically rich Value Proposition Video Script Audio Clip Sales Training Deck Product Web Page Print Brochure Modular Content A value proposition for a new healthcare app could be automatically reused For example..
  • 77. @ScottAbel @contentwrangler • #CMWorld Value Proposition Video Script Sales Training Deck Product Web Page Print Brochure Automated Reuse of Modular Content
  • 78. @ScottAbel @contentwrangler • #CMWorld Text is the easiest type of content to design for reuse, but we can create reusable content in nearly all formats modular | structured | reusable | format-free | semantically rich
  • 79. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS FORMAT-FREE CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  • 80. @ScottAbel @contentwrangler • #CMWorld Format-free content carries no embedded formatting information, allowing content to be prepared automatically for any device modular | structured | reusable | format-free | semantically rich
  • 81. @ScottAbel @contentwrangler • #CMWorld Format-free content can be mapped to any output channel or device and can be automatically reskinned modular | structured | reusable | format-free | semantically rich
  • 82. @ScottAbel @contentwrangler • #CMWorld About Us Products Customers Blog Contact About Us Products Customers Blog Contact Your content is a business asset Let us show you how to manage it efficiently and effectively Your content is a business asset Let us show you how to manage it efficiently and effectively Why work with Primate Programming? Primate Programming Primate Programming Inc. is dedicated to the advancement and gainful employment of non-human great apes within the United States information technology sector.We are the pioneer in Primate Programming (PP) worldwide. Primate Programming Why work with Primate Programming? Primate Programming Inc. is dedicated to the advancement and gainful employment of non-human great apes within the United States information technology sector. We are the pioneer in Primate Programming (PP) worldwide.Order your free content analysis today bananas! Go bananas! Order your free content analysis today Go ENTERYOURWORK EMAIL ADDRESS LIMITEDTIME OFFER RESTRICTIONS APPLY ENTERYOURWORK EMAIL ADDRESS Take outsourcing to a new level. Apply the right skills for the right job at the right price. Our talented and experienced pool of affordable primate programmers can help your organization keep pace with the increasing demands of our always-on global content network. Primate Programming is the perfect fit for many organizations looking to augment existing staff with contract labor. LIMITEDTIME OFFER RESTRICTIONS APPLY Company Officers Roster Locations Events Webinars Conferences Meetups Clients Case Studies Success Stories Interviews Blog Articles Infographics Whitepapers Company Officers Roster Locations Events Webinars Conferences Meetups Clients Case Studies Success Stories Interviews Blog Articles Infographics Whitepapers Company Officers Roster Locations Events Webinars Conferences Meetups Clients Case Studies Success Stories Interviews Blog Articles Infographics WhitepapersCopyright (c) 2015 Primate Programming, Inc. Copyright (c) 2015 Primate Programming, Inc.
  • 83. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS SEMANTICALLY RICH CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  • 84. @ScottAbel @contentwrangler • #CMWorld Semantically rich content is content to which we’ve added machine-readable information that describes the content modular | structured | reusable | format-free | semantically rich
  • 85. @ScottAbel @contentwrangler • #CMWorld Semantically rich content includes metadata that describes what the content is, what it’s about and more modular | structured | reusable | format-free | semantically rich
  • 86. @ScottAbel @contentwrangler • #CMWorld Computers use semantically rich metadata to understand and process information on our behalf modular | structured | reusable | format-free | semantically rich
  • 87. @ScottAbel @contentwrangler • #CMWorld Semantically rich metadata can help us locate relevant content needed to build customized content products modular | structured | reusable | format-free | semantically rich
  • 88. @ScottAbel @contentwrangler • #CMWorld Metadata can help us retrieve all occurances of a specific type of content (product description, product name, value proposition) modular | structured | reusable | format-free | semantically rich
  • 89. @ScottAbel @contentwrangler • #CMWorld We can tag our content as ‘related’ to audience, industry, subject, language, product version and more modular | structured | reusable | format-free | semantically rich
  • 90. @ScottAbel @contentwrangler • #CMWorld For example industry = pharmaceutical audience = physician modular | structured | reusable | format-free | semantically rich
  • 91. @ScottAbel @contentwrangler • #CMWorld 3 What makes a factory
  • 92. @ScottAbel @contentwrangler • #CMWorld Factories adopt automation to produce more product with less effort FACTORIES
  • 93. @ScottAbel @contentwrangler • #CMWorld Factories need standardization, modularization, and harmonization to enable automation FACTORIES
  • 94. @ScottAbel @contentwrangler • #CMWorld Factories are most efficient when their systems are interoperable FACTORIES Interoperability is the ability of a system or a product to work with other systems or products without special or additional effort
  • 95. @ScottAbel @contentwrangler • #CMWorld 4 What you’ll need to create a content factory
  • 96. @ScottAbel @contentwrangler • #CMWorld Software tools play a HUGE role in the success of multichannel publishing; they should be selected AFTER you have an understanding of your content needs SOFTWARE
  • 97. @ScottAbel @contentwrangler • #CMWorld Multichannel publishing requires (at a minimum) authoring software and a content management system designed to handle intelligent content SOFTWARE
  • 98. @ScottAbel @contentwrangler • #CMWorld Technical communicators use XML authoring tools and component content management systems to produce multichannel deliverables SOFTWARE
  • 99. @ScottAbel @contentwrangler • #CMWorld XML authoring tools are designed to help us create modular, structured, reusable content, free of formatting and style information, and rich with semantic metadata SOFTWARE
  • 100. @ScottAbel @contentwrangler • #CMWorld To effectively manage intelligent modular pieces of content we need a content management system SOFTWARE
  • 101. @ScottAbel @contentwrangler • #CMWorld Not just any content management system; we need a component content management system designed to manage modular, structured, components of content SOFTWARE
  • 102. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves rethinking and re-engineering content production processes PROCESS RE-ENGINEERING
  • 103. @ScottAbel @contentwrangler • #CMWorld Instead of creating deliverables, we create recipes — formal structures — for each content product we plan to produce PROCESS RE-ENGINEERING
  • 104. @ScottAbel @contentwrangler • #CMWorld Creating deliverables becomes a matter of assembly; reusable content can be automatically included, allowing the author to focus on creating unique pieces PROCESS RE-ENGINEERING
  • 105. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves ensuring content is created in the same way, to the same standards, following the same rules GOVERNANCE
  • 106. @ScottAbel @contentwrangler • #CMWorld Roles and responsibilities change when you move to creating intelligent content for multichannel publishing ROLES AND RESPONSBILITIES
  • 107. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves learning new skills and changing how we work; don’t skimp, enlist the help of professionals TRAINING
  • 108. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves crafting a business case that is achievable and will provide positive return on investment THE BUSINESS CASE
  • 109. @ScottAbel @contentwrangler • #CMWorld 4 Mini Case Study The Language of Content Strategy
  • 110. @ScottAbel @contentwrangler • #CMWorld Case Study: The Language of Content Strategy 5 products, 1 source: A book, an ebook, a website, set of flashcards, audiobook A content marketing case study about content strategy using multichannel publishing 10:00am-10:10am
  • 111. @ScottAbel @contentwrangler • #CMWorld Multi-channel publishing case study and content marketing project for The Content Wrangler Audiences: Prospective customers, content strategists, content marketers, students. THE GOAL
  • 112. @ScottAbel @contentwrangler • #CMWorld Demonstrate how multichannel publishing tactics used by technical communicators can be used by content marketers Concerns: Marketers aren’t familiar with approach and will need a tangible example. THE CHALLENGE
  • 113. @ScottAbel @contentwrangler • #CMWorld Using multichannel publishing, create a printed book, an eBook, a website, and a set of flashcards, and an audiobook THE PROJECT
  • 114. @ScottAbel @contentwrangler • #CMWorld The Language of Content Strategy Author Contact Information Author Information Importance Statement Essay Additional Resources Author Name Term Definition Audio File Author Photograph Content Model The Identified components needed to manufacture deliverables FIRST STEP: THE CONTENT MODEL
  • 115. @ScottAbel @contentwrangler • #CMWorld The Language of Content Strategy Author Contact Information Author Information Importance Statement Essay Additional Resources Author Name Term Definition Audio File Author Photograph Content Model The Book eBook Website Card Deck Audiobook X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X SECOND STEP: WHERE TO REUSE CONTENT
  • 116. @ScottAbel @contentwrangler • #CMWorld Source: Content Marketing Institute THIRD STEP: MAP CONTENT FLOW
  • 117. @ScottAbel @contentwrangler • #CMWorld Term Definition Importance Statement Author Information Author Name Essay THE BOOK
  • 118. @ScottAbel @contentwrangler • #CMWorld Essay Author Information Term Definition Author Name Importance Statement THE EBOOK
  • 119. @ScottAbel @contentwrangler • #CMWorld Essay Author Name Importance Statement Definition Term Audio File Author Information THE WEBSITE
  • 120. @ScottAbel @contentwrangler • #CMWorld THE AUDIO SCRIPT Essay Author Name Importance Statement Definition Term Author Information The “Content Strategy Term of the Week” is the core concept of Content Strategy by Rahel Anne Bailie. What is content strategy? The analysis and planning to develop a repeatable system that governs the management of content throughout the entire content lifecycle. Why is content strategy important? Provides context, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. Why does a content strategist need to know this? Strategy is defined as “alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.” A content strategy, then, is the analysis phase of a business problem that determines how content can be improved, either on the editorial or technical sides, to contribute to corporate success. Content strategy is the practice of helping organizations improve their content performance, primarily through the analysis of existing content problems and development of plans for improvement. A content strategy will assess an organization’s current state, understand the ideal future state, recognize where the gaps are, and develop an implementation roadmap.  The roadmap defines a content lifecycle specific to an organization’s needs, so that the content can meet business goals. Even when a project or contract addresses only a portion of the overall need, the strategy should be designed to allow future projects to become part of a unified strategy. About Rahel Anne Bailie Rahel Anne Bailie is an integrator of content strategy, requirements analysis, information architecture, and content management to increase ROI of product lifecycle content. She is also a supporter of content structure and standards. She is founder of Intentional Design, Fellow of STC, co- author of Content Strategy: Connecting the dots between business, brand, and benefits, and co-
  • 121. @ScottAbel @contentwrangler • #CMWorld THE CARDS Importance Statement Definition Term Content Strategy What it is. The analysis and planning to develop a repeatable system that governs the manage- ment of content throughout the entire content lifecycle. Why Do it? Provides context, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives.
  • 122. @ScottAbel @contentwrangler • #CMWorld RESOURCES FOR FURTHER STUDY
  • 123. @ScottAbel @contentwrangler • #CMWorld 5 Advice
  • 124. @ScottAbel @contentwrangler • #CMWorld THINK MODULAR
  • 125. @ScottAbel @contentwrangler • #CMWorld What if we gave you each the exact same set of LEGO® building blocks? What would you build? THINK MODULAR
  • 126. @ScottAbel @contentwrangler • #CMWorld Modular content affords companies an incredible amount of flexibility; content creators can leverage components to build whatever they need, when they need it THINK MODULAR
  • 127. @ScottAbel @contentwrangler • #CMWorld 6 Wrap Up Discussion and Questions
  • 128. @ScottAbel @contentwrangler • #CMWorld MY GIFT TO YOU Give me your business card, I’ll provide a free copy of our newest book*, created specifically to get content marketers to think differently about content on sale
 Sept 25
  • 129. @ScottAbel @contentwrangler • #CMWorld Creating a Getting started with Digital Content Factory Intelligent Contentpresented by Scott Abel, The Content Wrangler