Transformative Approach to Component Content Management

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Your information content is a critical business asset. It is a key differentiator of you, your organization, and what you have to offer customers.

For some, it is the first introduction you have to potential new customers and for the rest an integral tool in retaining and expanding your existing customer relationships.

Traditionally people have viewed content in isolated silos. Separating marketing and product management from the engineering development from support services. In today’s market place, leaders have taken a transformative approach and have broken down the archaic barriers to allow for a dynamic flow of information and collaboration while still maintaining a high level of visibility into all facets of the lifecycle. How? By changing the way they manage content!

We discuss what true component-level content management can do for you and your bottom line. We will give you tips and pointers of key things to look for when evaluating solutions and red flags to avoid.

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  • Abstract:

    In a transformative approach to content strategy and master data management,
    the key is understanding component content management and content flow

    Your information content is a critical business asset. It is a key differentiator of you, your organization, and what you have to offer customers. For some, it is the first introduction you have to potential new customers and for the rest an integral tool in retaining and expanding your existing customer relationships.

    Traditionally people have viewed content in isolated silos. Separating marketing and product management from the engineering development from support services. In today’s market place, leaders have taken a transformative approach and have broken down the archaic barriers to allow for a dynamic flow of information and collaboration while still maintaining a high level of visibility into all facets of the lifecycle. How? By changing the way they manage content!

    Join us, as we discuss what true component-level content management can do for you and your bottom line. We will give you tips and pointers of key things to look for when evaluating solutions and red flags to avoid.
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    http://single-sourcing.com/video/transformative-adoption.html
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  • So you’ve taken the leap and moved your content to a smart structure – XML Why XML? Talk about some of the benefits of XMLPerhaps you’ve even taken it one step farther and moved into DITA which allows you to ………….But no matter what DTD you have adopted, you will still have a need to manage those content assets. Why do I refer to your content as an asset? Because it is!
  • All departments use it, all departments create it, all departments consume it. Unfortunately, we often see these departments operating in silos of isolation or at best some limited form of collaboration. Unless your strategy is designed with the understanding of the power and reach of information and the significance of a single source of truth that can be shared and repurposed, you can end up with disjointed or fractured information.
  • There are three main objectives of content. It should Attract new consumers or bring back old ones. It needs to capture their attention in the fastest way possible. It needs to retain their allegiance to you and your products or services. Just like any other asset, you need to invest it in the right way to manage the content. It starts with how you design the content. You need to designing it for the right audience. Once you have the design, then you need to consider how you deliver it. Are you delivering it to the right channels. You need to be where your customers are.
  • So what can you do? You know you need to be there, cause if you aren’t you lose your foothold. < I can think of one company in particular who had dropped the ball on adopting a strategy (we wont name names). Despite the fact that their products were superior in their market space and they had years ahead of their competition, they just didn’t show up with the correct content for the consumer. Soon, the potential customers began to get the impression that the company was gone or fading away. Of course the reverse was true – but try to convince to community who by then was wooed away by the competition who had adopted a transformative strategy. >How can you do it without losing all your companies profits to get you there? Lets take a look at how you can transform your management and delivery of product information. We will show you how to take your content from creation to multiple media channels, such as social media. Instantly publish it and connect with your customers anywhere they're looking for you. Saving you time and money.
  • Here is what it should look like in your world. transformative adoption of how you view and manage your content assets can provide breakthrough results in driving corporate growth and expansionMaking the impossible a reality
  • Transformative Approach to Component Content Management

    1. 1. Transformative approach to Component Content Management<br />Liz Fraley<br />
    2. 2. Moved to smart structured content – adopting XML<br />DITA – a new way to create structure for a more savvy consumer<br />Strategic management of content assets<br />Where do we go from here?<br />
    3. 3. Content as an asset for internal consumers<br />Do you have a bridge or silos? <br />Engineering<br />Marketing <br />Sales<br />Service<br />Training<br />
    4. 4. Content is an asset for customer facing<br />Three main objectives for content<br />Attract <br />Capture<br />Retain<br />Just like any asset, you need to invest in the management. <br />
    5. 5. Content Management Systems<br />Many types – <br />CMS – Content Management System<br />SCMS – Source Control MS E<br />CMS – Enterprise CMS<br />WCM – Web CMS<br />DMS – Document CMS<br />SMMS – Social Media MS<br />CCMS – Component CMS<br />
    6. 6. The Challenge<br />Internal Content Developers<br />Internal Content Consumers<br />External Content Consumers<br />KB<br />WCM<br />
    7. 7. There is hope<br />Create a strategy <br />Transform the creation of content<br />Unify the tools used from creation to delivery<br />Form a single source of truth<br />
    8. 8. Component Content Management<br />True Content Asset Management<br />One single source of truth<br />Transforming value perception of content<br />
    9. 9. The Goal <br />CCMS<br />Authoring (XML Content)<br />Styling and Layout<br />Illustration<br />Content componentsfrom internal producers<br />for internal consumers<br />Content authorized for external consumers<br />
    10. 10. Content is a business asset<br />Component content allows you to capitalize on<br />Maximizing reuse of content<br />Providing on-demand multi channel output<br />Collaborate with confidence<br />
    11. 11. What everyone wants<br />Associativity<br />Records Management and Audit Trail<br />Metadata Management<br />Search<br />Permission control for collaborative content creation<br />Information Lifecycle Process Management <br />Workflow<br />Automation<br />Data retention and archival<br />
    12. 12. What everyone needs<br />Access to information across departments<br />Ability to instantly update content and notify<br />Streamlined process<br />The ability to respond strategically instead of reactively<br />
    13. 13. Things to look for<br />Ease of use<br />Ease of implementation <br />Support for training<br />Active user community <br />Updates and upgrades<br />Does it solve your business needs now and into the future?<br />
    14. 14. Beware the pretenders<br />
    15. 15. Harmonized Solution<br />Create<br />Collaborate, Control, Transform<br />Deliver<br />Personalized<br />Delivery<br />Component Content Manager<br />Content Authors<br />DesignersDevelopersTrainingTranslatorsIllustratorsCustomers<br />Deliverable<br />XML Doc Bursting Rules<br /> Description<br /> How to<br />Concept<br /> Task<br />Example<br />Styling and Layout<br />French, Spanish, German<br />15<br />

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