Intelligent                               Content Strategies                                     STC 2012                 ...
Intelligent Content Strategies Brief History of Content Technologies Some Definitions Intelligent Content & Intelligent Co...
A Brief History of Content Technologies
In the Beginning            Content was really static
And then there were… table(t)s……and books…
Paperwork: The Empire of Documents
Memex                  Adapting to the Exponential Growth in                         Knowledge ResourcesSeeking a newmediu...
Knowledge Application with Technology              Leveraging Knowledge through Automation                        The mode...
Augmenting Human Intelligence      Leveraging Automation to Assist Personal and Team Productivity Douglas Engelbart       ...
The Internet                                                Connecting Organizations                                      ...
The Vision of Hyper- Text Envisioning content forms that reflect how people think and collaborate  Theodor (Ted) Holm Nels...
CALS – Tackling the Interchange Problem      PROBLEM            INTERIM SOLUTION                    GOAL                  ...
Standard Generalized Markup Language                               Charles Goldfarb                                 The Fa...
The World Wide Web                              Sir Tim Berners-Lee                                   The Father          ...
Extensible Markup Language (XML)                                           Yuri Rubinsky                                  ...
XML in the Wilderness  The driving focus for XML  has been facilitating a  revolution in the way  technology applications ...
The Rapid Rise of Social Media                                       Technically                                       ena...
The Semantic Web Introducing a formal, interchangeable expression of meaning suitable to automated processing. Essential f...
Darwin Information Typing Architecture (DITA) Maps                       Type Hierarchy                                   ...
The Mobile Revolution & Adaptive Content      The mobile resolution has been enable in part by the rise of      broadly su...
Core Concepts: Some Definitions Concepts   Content   Information   Publishing   Documents   Intelligent Content   Intellig...
Core Concepts: Content & Information  Content  Is what we  plan, design, create, reuse & manage  so that we can deliver ef...
Related Definitions  Publishing  The process of transforming content resources  into information products that can be effe...
A Definition of Intelligent ContentIntelligenceThe capacity to acquire& apply knowledgeIntelligent ContentContent can be c...
Root Definitions                     Data                       The meaningful representation of                       exp...
A Definition of Intelligent Content Strategy A strategy is a plan of action directed towards achieving a long-term goal th...
A Definition of Intelligent Content SolutionsIntelligent Content SolutionsIntegrate & leverage three                     K...
Intelligent Content in Practice   A Practical Definition   Intelligent Content is designed, created, managed and deployed ...
Building Blocks of Intelligent Content Content Components          Technology Considerations   Text Modules               ...
The Content Lifecycle     Content Lifecycle models have historically been circular – until now…
The Content Lifecycle Model Content Lifecycle   Macro Level              CONTENT             CONTENT   Enterprise focus   ...
CONTENT             CONTENT                                                         ACQUISITION          STRATEGYContent L...
CONTENT             CONTENT                                                        ACQUISITION          STRATEGYContent Li...
Relative Prominence of Lifecycle ActivitiesKey Points                                          Content Delivery  Delivery ...
Case Studies
Intelligent Content & Regulatory eLearning                            Initial Conditions    1      Regulatory Process     ...
Intelligent Content & the Product LifecycleContent sources areenriched & sharedacross all possibleuses within the         ...
Intelligent Content & Dynamic Delivery                                Management Repository                         Inform...
Intelligent Content & Smart Procedures                                                                                    ...
Intelligent Content & Aggregation Services                          Published                                             ...
Intelligent Content & Government Services                               Multi-Jurisdictional      Content Aggregation, Int...
Some Lessons Learned
Apply Proven Implementation MethodsThe Seven Steps to an Intelligent Content Solution  Strategy – why  Analysis – what  De...
Engage New User Behaviours Technologies are not neutral   An innovation will spark reactions & new behaviours    •   A com...
Pursue Payback (Relentlessly)  Returning benefits on investments is critical    Must be measurable & reported  The Busines...
Adopt an Intelligent Content Strategy An Intelligent Content Strategy   Content elevated to being a strategic enterprise a...
Be an Innovator    Palm Springs 2012
Making ConnectionsJoe GollnerGnostyx Research Inc.www.gnostyx.comjag@gnostyx.comThe Content Philosopher Blogwww.gollner.ca
Upcoming SlideShare
Loading in …5
×

Intelligent Content Strategies

4,441 views

Published on

This is a presentation delivered at the STC 2012 conference in Chicago. This presentation was intended to serve as an introduction but it did not pull any punches when it came to addressing the complex concepts involved.

Published in: Technology, Education

Intelligent Content Strategies

  1. Intelligent Content Strategies STC 2012 Joe Gollner Gnostyx Research Inc. jag@gnostyx.com www.gnostyx.com www.gollner.caCopyright © Joe Gollner 2012 @joegollner
  2. Intelligent Content Strategies Brief History of Content Technologies Some Definitions Intelligent Content & Intelligent Content Strategy The Content Lifecycle Model Case Studies Lessons Learned
  3. A Brief History of Content Technologies
  4. In the Beginning Content was really static
  5. And then there were… table(t)s……and books…
  6. Paperwork: The Empire of Documents
  7. Memex Adapting to the Exponential Growth in Knowledge ResourcesSeeking a newmedium in whichdocuments wouldbecome moremanageable &more dynamic 1940 1960 1980 2000
  8. Knowledge Application with Technology Leveraging Knowledge through Automation The modern organization cannot survive without automation as a means to encapsulate & leverage knowledge 1940 1960 1980 2000
  9. Augmenting Human Intelligence Leveraging Automation to Assist Personal and Team Productivity Douglas Engelbart Workstation - 1966 An integrated working environment in which “paperwork” was performed electronically & with great efficiency Workstation - 1968 1940 1960 1980 2000
  10. The Internet Connecting Organizations to form Knowledge Enterprises Combining the capabilitiesof research facilities to undertake more challenging projects 1940 1960 1980 2000
  11. The Vision of Hyper- Text Envisioning content forms that reflect how people think and collaborate Theodor (Ted) Holm Nelson 1940 1960 1980 2000
  12. CALS – Tackling the Interchange Problem PROBLEM INTERIM SOLUTION GOAL STDS Supplier Client Supplier Client Supplier and Client 1940 1960 1980 2000
  13. Standard Generalized Markup Language Charles Goldfarb The Father of SGML 1940 1960 1980 2000
  14. The World Wide Web Sir Tim Berners-Lee The Father of the Web 1940 1960 1980 2000
  15. Extensible Markup Language (XML) Yuri Rubinsky Spiritual Father of XML 1940 1960 1980 2000
  16. XML in the Wilderness The driving focus for XML has been facilitating a revolution in the way technology applications are designed, developed and deployed This addressed the failure of preceding approaches to adapt to genuinely open systems This focus explains a great deal about the character of XML
  17. The Rapid Rise of Social Media Technically enabled by the integration capabilities provided by XML 1940 1960 1980 2000 2010
  18. The Semantic Web Introducing a formal, interchangeable expression of meaning suitable to automated processing. Essential for marshalling radically distributed services. 1940 1960 1980 2000 2010
  19. Darwin Information Typing Architecture (DITA) Maps Type Hierarchy Default Topic Behaviour Applications Core Behaviour Concept Task Reference Specializations Specific Specialization Overrides Domains Base highlight programming software UI Elements new semantics specialization Introducing a comprehensive strategy for designing, developing and deploying reusable XML content that can gracefully evolve with business demands 1940 1960 1980 2000 2010
  20. The Mobile Revolution & Adaptive Content The mobile resolution has been enable in part by the rise of broadly supported standards for delivering adaptive content 1940 1960 1980 2000 2010
  21. Core Concepts: Some Definitions Concepts Content Information Publishing Documents Intelligent Content Intelligent Content Strategy Intelligent Content Solutions
  22. Core Concepts: 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) Information transactions contain content
  23. Related Definitions Publishing The process of transforming content resources 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.
  24. A Definition of Intelligent ContentIntelligenceThe capacity to acquire& apply knowledgeIntelligent ContentContent can be considered intelligentwhen it expresses, in an open way,the intended meaning underlyinga communication such that thedata, information and knowledgebeing expressed can be accessedand effectively leveragedby both people andsoftware applications
  25. Root Definitions Data The meaningful representation of experienceData Information The meaningful organization of data Information Knowledge The meaningful organization of information expressing an evolving understanding that enablesKnowledge effective action
  26. A Definition of Intelligent Content Strategy A strategy is a plan of action directed towards achieving a long-term goal through the coordination, integration and application of the resources & capabilities available to an enterprise An Intelligent Content Strategy seeks to make content a strategic asset that can be leveraged by state-of- the-art technology to achieve concrete business goals
  27. A Definition of Intelligent Content SolutionsIntelligent Content SolutionsIntegrate & leverage three Knowledgeenterprise domains: Content Knowledge• Knowledge assets Management Management• Technology resources• Business goalsIntelligent Content Solutions Intelligentare more agile & succeed Content Tecbetter than isolated efforts in: Solutions s• Content Management s hn ine• Knowledge Management olo• Business Applications Bus gyIntelligent Content Solutionsleverage open standards tomaximize adaptability & control costs Business Applications
  28. Intelligent Content in Practice A Practical Definition Intelligent Content is designed, created, managed and deployed using open standards [i.e., XML] so that the resulting information products can be exactly tailored to the needs of the user and can be efficiently maintained & leveraged by the content owner Intelligent Content is Portable Reusable Findable Manageable Processable Intelligent Content exposes its meaning in ways Sustainable that both people & machines can use
  29. Building Blocks of Intelligent Content Content Components Technology Considerations Text Modules Management Systems Media Assets Authoring Environments Data Sources Publishing Processes Relationship Links Discovery Frameworks Metadata Properties Social Media Venues Concept Taxonomies Mobile Devices Assembly Maps Governing Models Processing Rules Formatting Instructions Distribution Rights
  30. The Content Lifecycle Content Lifecycle models have historically been circular – until now…
  31. The Content Lifecycle Model Content Lifecycle Macro Level CONTENT CONTENT Enterprise focus ACQUISITION STRATEGY Micro Level Content project focus An activity diagram CONTENT All activities run DELIVERY concurrently Strategy is the instigator CONTENT CONTENT MANAGEMENT EVOLUTION Delivery is the proving ground
  32. CONTENT CONTENT ACQUISITION STRATEGYContent Lifecycle Components CONTENT DELIVERY CONTENT CONTENT MANAGEMENT EVOLUTION CONTENT Content Strategy STRATEGY Mediating between the myriad of influences to establish a vision for what can be achieved with the right content delivered in the right ways Validated through delivery prototyping A vision must be made tangible to take hold… CONTENT Content Acquisition ACQUISITION Creating and/or converting content to establish the potential to execute on the strategy Refined through pilot delivery deployments
  33. CONTENT CONTENT ACQUISITION STRATEGYContent Lifecycle Components CONTENT DELIVERY CONTENT CONTENT MANAGEMENT EVOLUTION Content Delivery CONTENT Publishing information products DELIVERY Ideally adapted to each users’ unique needs Content Management CONTENT Applying a formal process to content activities MANAGEMENT Facilitating the many activities that need to occur Content Evolution CONTENT Engaging the whole stakeholder community EVOLUTION Adapting content to incorporate contributions
  34. Relative Prominence of Lifecycle ActivitiesKey Points Content Delivery Delivery is the central focus Value to clients Content Evolution Efficiency to users Returns to sponsors Content Acquisition Content Management is essential as a support Sustaining delivery Content Strategy Enabling evolution Streamlining acquisition Content Not restricting strategic options Management
  35. Case Studies
  36. Intelligent Content & Regulatory eLearning Initial Conditions 1 Regulatory Process Operational DITA Deployment 3 eLearning Subject Matter Experts AJAX Editing Emergent Requirements Environment Diverse Sources Evolving Technical RequirementsCase Study:• Regulatory agency eLearning Transition Mechanism 2 types Evolving Requirements• Economic oversight User Feedback XML Store• eLearning application Content Transformation (Sources to DITA)• Training new staff• Bilingual content Initial Implementation Iterative Evolution• Emerging requirements• Iterative evolution Online Access
  37. Intelligent Content & the Product LifecycleContent sources areenriched & sharedacross all possibleuses within the Engineeringaerospace system Suppliers Manufacturinglifecycle:• Design• Manufacturing Manufacturing• Documentation• Translation Authoring Translation• Governance• Marketing• Sales• Support Management Marketing Intelligent Content is Sales expressed in the format needed at each stage Support
  38. Intelligent Content & Dynamic Delivery Management Repository Information pulled RefineryGlobal Enterprise of Intelligent Content into manufacturing workflow systemsupports equipment& processes using Approvedlarge repository of Content Changesintelligent XML content Information pushed TransportDynamic delivery store Dynamic onto shipboard Delivery Storeserves tailored information information systemto systems & usersoperating in manydifferent environments Feedback providedDifferent scenarios call for as XML directly Remote Sites or throughdifferent information formats web interface Information tailored for each SiteA feedback cycle drivescontent evolution
  39. Intelligent Content & Smart Procedures Templates Management Decisions Admin Authoring Agent Master Repository of Guidelines Intelligent Content Templates Decisions Content transformed into Templates Content Channeled Work Instruments & Smart Procedures Agent into appropriate Decisions Guidelines formats as required Agent Templates Guidelines Decisions Global immigration management system Agent tailored templates & smart procedures Guidelines to the needs of each cultural & legal domain
  40. Intelligent Content & Aggregation Services Published Re-PublishedAutomotive Service Sources Productsinformation collectedfrom Original EquipmentManufactures (OEMs) Master Content Repository FutureContent transformed Productsinto a standardizedrepresentation & Future Taxonomy Taxonomy Managementenriched to support Systemsadvanced services Content Transformation ServicesEnabled unexpectednew types of product OEM Sources Legacy Products Content Feedback Enrichment on Errors in & Sources Information Prototyping
  41. Intelligent Content & Government Services Multi-Jurisdictional Content Aggregation, Integration, Enrichment & Delivery Environment Stakeholder Client Governance Committee Partner Content Administrator Content Content Extensible Aggregation & Discovery Content Store Categorization Interface Process Core Content Administrator Content Management System (CMS) Web Delivery Platform Solution Data Quality Web Services Partner & Taxonomy Interface for Content Sources Management Team Partner Applications
  42. Some Lessons Learned
  43. Apply Proven Implementation MethodsThe Seven Steps to an Intelligent Content Solution Strategy – why Analysis – what Design – how Exploration – learn Transformation – change Validation – confirm Intelligent Content Solutions are different in that they can adapt rapidly in not being tied to any one implementation technology Deployment – use
  44. Engage New User Behaviours Technologies are not neutral An innovation will spark reactions & new behaviours • A complex system • Probe, sense, react model is appropriate Solutions must learn & adapt from the outset Accelerate the deployment of new services Engage user feedback as soon as possible
  45. Pursue Payback (Relentlessly) Returning benefits on investments is critical Must be measurable & reported The Business of Intelligent Content A harsh discipline used to force an agile design strategy • For every dollar spent on the solution, a second dollar must be spent on making content & process improvements • For every two dollars invested, there must be four dollars returned 1+1=4
  46. Adopt an Intelligent Content Strategy An Intelligent Content Strategy Content elevated to being a strategic enterprise asset Content intelligence • Realized through open standards (XML) • Maximizes role of technology in adapting content to all potential uses • Enables new information products • Mobile / Embedded / Aggregated • Streamlines the content lifecycle • Separates content from information Intelligent Content Solutions • Elevate content over technology to maximize benefits Do you want a Content Strategy that’s not intelligent?
  47. Be an Innovator Palm Springs 2012
  48. Making ConnectionsJoe GollnerGnostyx Research Inc.www.gnostyx.comjag@gnostyx.comThe Content Philosopher Blogwww.gollner.ca

×