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Getting a Handle on the Content Life Cycle (April 2014)


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Slides from a Webinar conducted for the Society for Technical Communication (STC) Special Interest Group (SIG) on the Content Life Cycle. It introduces a Content Life Cycle model and situated within the context of a Content Solution framework.

Getting a Handle on the Content Life Cycle (April 2014)

  1. 1. Copyright © Joe Gollner 2014 Getting a Handle on the Content Life Cycle @joegollner
  2. 2. Getting a Handle on the Content Life Cycle Topics Content Life Cycle Models Back to Basics: Definitions Content Life Cycle Working Model Content Strategy & the Life Cycle Model Building Content Solutions
  3. 3. A Brief History of Content Life Cycle Models Content Life Cycle Models
  4. 4. Business Process in a central position Management is just one of the stages Features influences from Information Management CM Pros Content Life Cycle Model
  5. 5. Collect – Manage – Publish is simple but it covers a lot of detail Bob Boiko CM Model Bob Boiko
  6. 6. Brings analysis to the fore Simple quadrant model that is easy to remember & use Rahel Bailie – Content Life Cycle Model
  7. 7. Product Content Model developed for a Telecom Enterprise in 2000 Revisited more recently to distill the key elements Product Content Strategy Product Content Life cycle Model
  8. 8. Content Strategy & Corporate Collapse Share Price Content Life Cycle Model introduced as part of an Enterprise Content Strategy “It’s not my fault” - Joe Gollner
  9. 9. Content Information Publishing Documents Data Knowledge Back to Basics: Key Definitions
  10. 10. Content & Information Content Is what we plan, design, create, reuse & manage so that we can deliver effective information products Content is potential information (an asset) Information Is the meaningful organization of data communicated in a specific context with the purpose of influencing others Information is a transaction (an action) that contains Content Visual Credit:
  11. 11. Content Components Text Modules Media Resources Data Sources Relationship Links Metadata Properties Concept Taxonomies Assembly Maps Governing Models Validation Criteria Processing Rules Distribution Rights Formatting Instructions Authority Precedents Technology Factors [Technology is never neutral] Management Systems Authoring Environments Publishing Processes Discovery Interfaces Social Media Venues Mobile Devices An information transaction is composed of numerous content components coming together to create an effective information experience Content & Information: In Practical Terms
  12. 12. Publishing The process of transforming content assets into information products that can be effectively transacted Documents Documents are the persistent form of information transactions that have been exchanged as part of a business process. Documents are a fact of life & can take many forms. Publishing & Documents
  13. 13. Data & Knowledge Data The meaningful representation of experience. The building blocks of communication. Knowledge The meaningful organization of information expressing an evolving understanding of a subject and establishing the basis for judgement and the potential for effective action Information Data Knowledge Content Substantiated Information Content is the most valuable asset an enterprise has – it is Liquid Knowledge
  14. 14. Needed a Model that would Align with the grounded definitions of core concepts Provide a prominent & practical position for the ascendant practice of “Content Strategy” Limits the prominence of “Content Management” Provides a prominent position for “Content Engagement” to reflect the rise of social media, user generated content, & analytics Content Life Cycle Working Model
  15. 15. Content Life Cycle: Core Activities Content Acquisition Content Management Content Delivery Content Engagement
  16. 16. Content Acquisition Designing Creating Converting Licensing Content Acquisition Content Acquisition Key Points: - Maximize quality - Minimize costs - Support authors - Formalize & optimize supplier channels
  17. 17. Content Delivery Selecting Resolving Filtering Compiling Rendering Deploying Content Delivery Content Delivery Key Points: - Maximize automation - Increase abstraction of rules - Manage complexity Print Delivery Deliver - Resolve - Compile - Publish Content Resolve Publish Deploy Digital Products Deploy Printable Products XML XHTML HTML5 OOXML PDF / EPS InDesign Quark MS Word Templates Output Plan (Map & View) Assets Rules OutputVariants Render Transformations Compile Content Digital Delivery
  18. 18. Content Management Content Management Content Management Facilitating content workflows • Editorial • Production Protecting content value • Security • Recovery / Roll-back Facilitating Reuse • Discovery • Reference • Resolution Managing links to data sources Enabling reporting services Key Points: - Formalize processes - Control access - Facilitate change - content - processes - components - users
  19. 19. Content Engagement Content Engagement Content Engagement Tapping into user experiences Soliciting user feedback Incorporating user contributions Leveraging user analytics Maximizing user effectiveness Facilitating user collaboration Key Points: - Published information optimized for users - Provides user support services, specifically “discovery” - Traceability back to source content maintained - Drive content evolution
  20. 20. Best Practice: Maintaining Life Cycle Balance Content Acquisition Content Management Content Delivery Content Engagement Over-investment in any one area can be a problem
  21. 21. A strategy is a plan of action directed towards achieving a long-term goal through the coordination, integration and application of the resources and capabilities available to an enterprise A Content Strategy seeks to make content a strategic asset that can be leveraged by state-of-the-art technology to achieve concrete business goals. It will determine what content is needed and why. Content Acquisition Content Management Content Delivery Content Engagement Content Strategy Content Strategy
  22. 22. Introducing a Measurement Framework Content Delivery Content Acquisition Content Management Content Engagement 1 10 1 1 1 10 1010 For a Content Strategy to be a genuine plan of action, it must deploy measurement in order to target & monitor investments.
  23. 23. Content Metrics reflect the measurements that an organization deems important. The first step is determining what needs to be measured. Content Delivery Content Acquisition Content Management Content Engagement 2.4 4.2 As Is 2.8 4.0 8.3 8.77.8 To Be 1 10 1 1 1 10 1010 8.8 Content Metrics “As Is” Current Score: 45 “To Be” Target Score: 281
  24. 24. Grounded Content Strategy Content Delivery Content Acquisition Content Management Content Engagement 1 10 1 1 1 10 1010 Content Strategy A grounded Content Strategy is one that identifies concrete & measurable objectives for balanced investments in the Content Life Cycle.
  25. 25. Content Strategy & the Content Life Cycle Content Acquisition Content Management Content Delivery Content Engagement Content Strategy A continuously evolving Content Strategy will drive a continuously improving Content Life Cycle which delivers continuously increasing benefits to the enterprise
  26. 26. Content Engineering, Technology & Solutions Content Engineering Content Acquisition Content Management Content Delivery Content Engagement Content Strategy Content Technology Content Solutions
  27. 27. Content Engineering Content Engineering: The application of engineering discipline to the design, acquisition, delivery, management, and use of content and to the technologies deployed to support the full content life cycle The Language of Content Strategy
  28. 28. A Definition of Engineering Engineering: Engineering is the application of scientific principles to the design, development, support and use of systems which are themselves made up of structures and processes. Engineering entails the methodical & documented use of  precedents  standards  experiments  measurements  tests  best practices  past experience  state-of-the-art technology
  29. 29. Metadata Model Discovery support Connect semantic markup to application behaviour Content Model Core content types Support essential patterns Integrate with metadata model Content Process Model Establishes interim representations, points of validation, output goals & results Content Engineering in Practice Models provide context for markup Markup supports processing
  30. 30. Content Technology Technology that has been specifically designed to create, store, manage & process content with all its complexity including content that has been optimized for portability & processability using open standards Some technologies have been designed to work with content Many technologies can be made to work with content Content Technology
  31. 31. Content Technology Content Acquisition Content Delivery Content Management Content Engagement Authoring tools: XML Editors / Augmented Word Processors & DTP Conversion services: Full Service Providers / SaaS Options External sourcing: Electronic aggregation & validation Open Source Options: DITA OT / FOP Transformation Tools: Saxon / MSXML Formatting Tools: AntennaHouse / RenderX CCMSs: Trisoft / Ixiasoft / Bluestream / Componize Augmented CMSs: DITAExchange / Documentum Alternatives: SaaS (EasyDITA / DocZone) / VCSs Dynamic Delivery: SDL LiveContent / SuiteShare Help Publishers: WebWorks / MadCap / RoboHelp XML Databases: Ixiasoft TextML / MarkLogic / EMC Dynamic Server Social Media / WCMS: MindTouch, Ingeniux,… Some Representative Examples
  32. 32. Content Solutions Technology Knowledge Business Content SolutionsContent Management Knowledge Management Business Systems Documented & Integrated Global&Dynamic Open&Extensible Content Solutions are far more important for the modern enterprise than is appreciated Content Solutions integrate the three key enterprise domains: - Knowledge - Business - Technology Historically, the failure to integrate these domains has been a major stumbling block impeding improvement
  33. 33. Life Cycle Models Should be judged by how useful they are in helping content initiatives to succeed Should help organizations to understand the real nature of content as well as the challenges and opportunities surrounding its effective use Should help organizations to approach their content assets strategically and to tackle long-standing integration problems… Getting a Handle on the Content Life Cycle
  34. 34. Making Connections Joe Gollner Gnostyx Research Inc. Twitter: @joegollner Blog: The Content Philosopher