@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