The Anatomy of                               Content Management                                 Intelligent Content 2012  ...
The Anatomy of Content Management Topics   A Warm-up Case Study   Content Lifecycle Model   Core Definitions   Content Sol...
Content Management at its Best                                Initial Conditions    1   Regulatory Process   Operational  ...
Content Lifecycles & the Circle of Life     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 ...
Core Concepts: Some Definitions Concepts   Content   Information   Publishing   Information   Management   Content   Manag...
Core Concept: What is Content?
Core Concepts: Content & Information   Content    Is what we    plan, design, create, reuse & manage    so that we can del...
Related Definitions  Publishing  The process of transforming content resources  into information products that can be effe...
Content Management  Content Management is the definition, application &  optimization of formalized processes to the busin...
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               ...
Nuts & Bolts: Key Supporting Standards XML – Extensible Markup Language XSLT – Extensible Stylesheet Language Transformati...
Content Solution Technologies
Content Solution Technology Landscape  Based on the  Content Lifecycle     CREATION            ANALYSIS                   ...
Analysis & Design                                   ANALYSIS                                                    & DESIGN  ...
Creation & Conversion                                                 CREATION                                            ...
Publish & Deliver                                                        PUBLISH  Automated Publishing                    ...
Asset & Work Management                                                                ASSET & WORK  The specific role of ...
Engage & Adapt: Social Media                                                            ENGAGE  The delivery is not the en...
Rethinking Content Management Projects
Content Solution Project Roadmap Based on Content Lifecycle          SOLUTION           SOLUTION   Solutions are a        ...
Content Solution Project Lifecycle     Content Solution                                                      Project Lifec...
The Stark Reality of Most CM Projects CM Projects place an emphasis on the management activity as the initial priority    ...
The Trouble with Content Management Content Management can be expensive   Licensing costs are often high   Customization &...
The Promise of Content ManagementIntelligent Content changes the economics of Content Management – in a good way!         ...
A Content Management Success Story (Current)                                Multi-Jurisdictional       Content Aggregation...
The Iron Laws of Content Management Content Management must                Content Management must be transcend any one CM...
Conclusion Content Lifecycle   Provides a model for       CONTENT             CONTENT    •   Content Activities   ACQUISIT...
Questions
Making ConnectionsJoe GollnerGnostyx Research Inc.www.gnostyx.comjag@gnostyx.comThe Content Philosopher Blogwww.gollner.ca
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The Anatomy of Content Management (workshop by J Gollner at Intelligent Content 2012)

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This was a workshop delivered as part of the pre-conference day for Intelligent Content 2012.

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The Anatomy of Content Management (workshop by J Gollner at Intelligent Content 2012)

  1. 1. The Anatomy of Content Management Intelligent Content 2012 Joe Gollner, M.Phil. Gnostyx Research Inc. jag@gnostyx.com www.gnostyx.com www.gollner.caCopyright © Joe Gollner 2012 @joegollner
  2. 2. The Anatomy of Content Management Topics A Warm-up Case Study Content Lifecycle Model Core Definitions Content Solution Technologies The Reality & Potential of Content Management A Wrap-up Case Study The Iron Laws of Content Management Conclusion
  3. 3. Content Management at its Best Initial Conditions 1 Regulatory Process Operational DITA Deployment 3 eLearning Subject Matter Experts AJAX Editing Emergent Requirements Environment (2004 – Present) Diverse Sources Evolving TechnicalCase Study: Requirements• Regulatory agency Transition Mechanism 2 eLearning• Economic oversight types Evolving Requirements User Feedback• eLearning application XML Store Content Transformation• Training new staff (Sources to DITA)• Bilingual content Initial Implementation• Flexible infrastructure Iterative Evolution• Emerging requirements Online Access• Iterative evolution Result: A Practical Education Workbench
  4. 4. Content Lifecycles & the Circle of Life Content Lifecycle models have historically been circular – until now…
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Core Concepts: Some Definitions Concepts Content Information Publishing Information Management Content Management Intelligent Content
  10. 10. Core Concept: What is Content?
  11. 11. 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) In a sense, an information transaction contains selected content
  12. 12. Related Definitions Publishing The process of transforming content resources into information products that can be effectively transacted In order to be effective, information transactions must combine a variety of data structures into a coherent whole governed by the rhetorical patterns with which people communicate Information Management The application of management controls & measurements to the information transactions underlying enterprise business processes & for which organizations are accountable
  13. 13. Content Management Content Management is the definition, application & optimization of formalized processes to the business of planning, acquiring, delivering & evolving content Content Management seeks to keep everything in sync: roles, users, content, processes, tools, models Content Management is important because without it complexity will overwhelm the organization The more intelligent the content, the more important Content Management becomes
  14. 14. 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
  15. 15. 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
  16. 16. Nuts & Bolts: Key Supporting Standards XML – Extensible Markup Language XSLT – Extensible Stylesheet Language Transformations XQuery – XML Query Language RDF – Resource Description Framework OWL – Web Ontology Language (built on RDF) DITA – Darwin Information Typing Architecture BPMN – Business Process Modeling Notation XLIFF – XML Localization Interchange File Format HTML5 – Next generation standard for web content ePub 3.0 – Leading standard for eBooks (XHTML5)
  17. 17. Content Solution Technologies
  18. 18. Content Solution Technology Landscape Based on the Content Lifecycle CREATION ANALYSIS & CONVERSION & DESIGN Categorizes the different tools & techniques that PUBLISH can be applied & DELIVER Some areas are ASSET & WORK ENGAGE more developed MANAGEMENT & ADAPT than others
  19. 19. Analysis & Design ANALYSIS & DESIGN The tools & techniques for Analyzing Modeling Exemplifying Content resources & processes Standards Invaluable resources although imperfect The Achilles Heel of the CM Industry Weak tools & techniques for analyzing & modeling content Generally poor approaches to engaging stakeholders
  20. 20. Creation & Conversion CREATION & CONVERSION XML Editors Dedicated tools (20+ years of history behind them) Web based editors (coming along) Alternatives (e.g., based on MS Word) try to hide the XML Emergent alternatives hold great promise Collaborative web-based authoring environments Conversion A variety of approaches exist to draw upon • Manual: usually not entirely avoidable & often essential • Automation: this is no magic but it is largely under-utilized
  21. 21. Publish & Deliver PUBLISH Automated Publishing & DELIVER Select / compile assets & render desired outputs Dynamic Publishing Automated publishing done according to request context Staged Publishing Generates outputs in forms that can be further tailored Interchange Delivery Can be standards-based or geared to loading target tools Depends on high levels of efficient automation The value of expertise & experience is prominent here Good automation is precise, scalable & sustainable
  22. 22. Asset & Work Management ASSET & WORK The specific role of Content Management MANAGEMENT Protect assets (don’t lose anything) Facilitate work processes (don’t waste resources) • Manual • Automated Maintain & enhance the quality of the information products Provide tracking & reporting services • Enabling management oversight & continuous improvement Enable new products by • Freeing up resources to perform higher value work • Permitting the levels of complexity to be increased • Elevating the intelligence of the content & associated products
  23. 23. Engage & Adapt: Social Media ENGAGE The delivery is not the end of the story, & ADAPT … it is the beginning Community engagement is a tremendous source of value Metrics Depending on the industry, this activity Ranking can assume a prominent role where all other activities are continuously Feedback performed by the community members. Commentary Community-based Docs: Augmentation Government policies: Great Consumers products: Good Modification Medications: No so good Substitution Airplanes: Really bad
  24. 24. Rethinking Content Management Projects
  25. 25. Content Solution Project Roadmap Based on Content Lifecycle SOLUTION SOLUTION Solutions are a ACQUISITION STRATEGY form of intelligent information product Solution Delivery SOLUTION Continues to play DELIVERY a central role Prototyping, piloting & deploying to SOLUTION SOLUTION achieve results & MANAGEMENT EVOLUTION learn lessons
  26. 26. Content Solution Project Lifecycle Content Solution Project Lifecycle Project Lifecycle Relative Level of Investment Execution Management Strategy Acquisition Delivery Evolution Every project is different but certain patterns reoccur. Investment in strategy formulation & prototyping pays long-term benefits.Underfunding evolution, as distinct from maintenance, is the most common error.
  27. 27. The Stark Reality of Most CM Projects CM Projects place an emphasis on the management activity as the initial priority Typical Content Management Investment Curve Cost Aggregate Cost Productivity Gains & other benefits begin to offset aggregate costs between 18 and 24 months after project initiation (in better cases) Expenditures Gain Time Offset Productivity Hit Typical CM project requires modernization re-investment between 48 and 60 months Productivity after project initiation – meaning the overall investment is never offset
  28. 28. The Trouble with Content Management Content Management can be expensive Licensing costs are often high Customization & implementation costs are substantially greater (× 5) Impact on team members & infrastructure can be substantial Content Management provides general benefits Largely focused on “contingent benefits” • Risk reduction • Improved information discovery & reuse Hold Still for a Moment These benefits difficult to translate into recoverable savings Management understandably becomes interested • And not in a good way
  29. 29. The Promise of Content ManagementIntelligent Content changes the economics of Content Management – in a good way! Target Content Management Investment Curve Cost A focus on the Content Lifecycle & on Content Delivery will reduce expenditures & lower the productivity hit while accelerating gains. Aggregate Cost This can offset aggregate costs in a much shorter period Expenditures Gain Time Productivity Hit Offset Flexible architecture supports Productivity continuous evolution instead of cyclic re-investment in modernization – with each evolutionary step being self-funded
  30. 30. A Content Management Success Story (Current) 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
  31. 31. The Iron Laws of Content Management Content Management must Content Management must be transcend any one CMS if it’s to be placed into its proper context within considered Content Management an effective Content Solution Don’t commit to a CMS until you fully understand your content and what you need to do with it You can only understand your content by working with it Tailor your investments in Content Management to what helps you to be efficient It’s about the content… Be useful, or you’re and the benefits you not managing anything! can delivery with it!
  32. 32. Conclusion Content Lifecycle Provides a model for CONTENT CONTENT • Content Activities ACQUISITION STRATEGY • Content Solutions • Content Solution Projects The Key Point: CONTENT Delivery is the DELIVERY proving ground Content Solutions CONTENT CONTENT Content Management MANAGEMENT EVOLUTION Systems that do something useful
  33. 33. Questions
  34. 34. Making ConnectionsJoe GollnerGnostyx Research Inc.www.gnostyx.comjag@gnostyx.comThe Content Philosopher Blogwww.gollner.ca

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