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.

1. Intelligent
Content Strategies
STC 2012
Joe Gollner
Gnostyx Research Inc.
jag@gnostyx.com
www.gnostyx.com
www.gollner.ca
Copyright © 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 Resources
Seeking a new
medium in which
documents would
become more
manageable &
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 capabilities
of 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 Content
Intelligence
The capacity to acquire
& apply knowledge
Intelligent Content
Content can be considered intelligent
when it expresses, in an open way,
the intended meaning underlying
a communication such that the
data, information and knowledge
being expressed can be accessed
and effectively leveraged
by both people and
software applications

25. Root Definitions
Data
The meaningful representation of
experience
Data
Information
The meaningful organization of
data
Information Knowledge
The meaningful organization of
information expressing an evolving
understanding that enables
Knowledge 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 Solutions
Intelligent Content Solutions
Integrate & leverage three Knowledge
enterprise domains: Content Knowledge
• Knowledge assets Management Management
• Technology resources
• Business goals
Intelligent Content Solutions
Intelligent
are more agile & succeed Content
Tec
better than isolated efforts in:
Solutions
s
• Content Management
s
hn
ine
• Knowledge Management
olo
• Business Applications
Bus
gy
Intelligent Content Solutions
leverage open standards to
maximize 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 STRATEGY
Content 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 STRATEGY
Content 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 Activities
Key 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
Requirements
Case 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 Lifecycle
Content sources are
enriched & shared
across all possible
uses within the
Engineering
aerospace system Suppliers
Manufacturing
lifecycle:
• 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 Refinery
Global Enterprise of Intelligent Content into manufacturing
workflow system
supports equipment
& processes using
Approved
large repository of Content Changes
intelligent XML content
Information pushed Transport
Dynamic delivery store Dynamic
onto shipboard
Delivery Store
serves tailored information information system
to systems & users
operating in many
different environments
Feedback provided
Different scenarios call for as XML directly
Remote Sites
or through
different information formats web interface Information tailored
for each Site
A feedback cycle drives
content 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-Published
Automotive Service Sources Products
information collected
from Original Equipment
Manufactures (OEMs) Master
Content
Repository
Future
Content transformed Products
into a standardized
representation & Future
Taxonomy
Taxonomy
Management
enriched to support Systems
advanced services Content
Transformation
Services
Enabled unexpected
new 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 Methods
The 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 Connections
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
jag@gnostyx.com
The Content Philosopher Blog
www.gollner.ca