1. © Copyright IBM Corp. 2012, 2014
Can Reuse Be Sexy?
How lightweight DITA for marketing content can fuel a
runtime reuse engine across an enterprise content
delivery ecosystem
James Mathewson, Global Search and Content Marketing
Michael Priestley, Enterprise Content Technology Strategy
Kendra Brady DeKeyrel, Digital Management and Effectiveness
DITA Europe 2014

2. © Copyright IBM Corp. 2012, 2014
Important Disclaimer
THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR
INFORMATIONAL PURPOSES ONLY.
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INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT
WARRANTY OF ANY KIND, EXPRESS OR IMPLIED.
IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND
STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.
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OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.
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EFFECT OF:
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LICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.
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3. © Copyright IBM Corp. 2012, 2014
Who am I?
 Program Director, Search and
Content Marketing, Structured
Content Strategy, IBM
 Lead author: Audience, Relevance
and Search: Targeting Web
Audiences with Relevant Content
(2010)
 Lead author: Outside-in Marketing:
Using Big Data to Drive Content
Marketing (2014)
 www.biznology.com/author/james
mathewson/
 Writingfordigital.com
 @James_Mathewson
 LinkedIn/JamesMathewson

4. © Copyright IBM Corp. 2012, 2014
Who am I?
 Enterprise Content
Technology Strategist, IBM
CIO
 Senior Technical Staff
Member (STSM)
 Developing strategies and
standards for the enterprise
content ecosystem
 @Ditaguy
 LinkedIn/michael-priestley
 Worked on original
definition of DITA at IBM
 Co-editor, DITA 1.0 and
1.1 specifications
 Chair, Lightweight DITA
SC

5. © Copyright IBM Corp. 2012, 2014
Our goal: Create an exceptional experience for clients to easily
find, try, and buy IBM offerings
Design an end-to-end system to optimize each touchpoint
Optimized Digital Experience and Performance
Note: from I&VT 10
Learn
Try
Discover
Buy
Adopt
Advocate

6. 6© 2014 IBM Corporation
Reading
Scrolling
Clicking
Relevant?
Right and quality
assets?
In every decision point of Emily’s journey, well-structured
content is critical to deepening her relationship with IBM
Emily clicks
external drive-to
Organic search 70%
Ads/other paid 20%
Earned/social 10%
Emily lands
on
ibm.com
page, and
scans it
for relevant
content
180K per day
no
Emily engages
with ibm.com
yes
Bookmark/RSS 40%
Deep dive 30%
Respond 20%
Like/share 5%
Comment/connect 5%
no
yes
Adversary
Emily goes away and is more likely
to amplify negative brand
impression in social circles
Advocate
Emily is more likely
to amplify positive
brand impression in
social circles

7. © Copyright IBM Corp. 2012, 2014
From taxonomy to structured content strategy
Ontologies
TaxonomiesSemantic
variants
Structured
content models
Hierarchies
Link data
Related
values
Contextual
variants
Syntactic
variants
Relevant
content
Client
UX
rules

8. © Copyright IBM Corp. 2012, 2014
Challenges with the current state
 Content is page bound, which presents many challenges:
– Findability: Page-bound content forces users to consume more than they need in order
to find a few salient nuggets within them
– Shareability: Nobody shares pages. Users share assets—videos, infographics, articles,
etc.
– Adaptability: Large pages tend to turn into infinite scrolls when converted to mobile
screens. Forcing users to consume the whole page to get the content they need is bad
UX
– Measurability: Users of pages focus their attention on areas of the page and their clicks
on particular assets. Outside of heat maps, measurement systems aren’t up to
separating poorly producing assets from those that perform well within the same page

9. © Copyright IBM Corp. 2012, 2014
Content
infrastructure
• Page-bound
• Unstructured
• Intuitive
• Built for admins
• Development
prioritized by time-in,
time-out method
Classification
• Inside-out terms
• Not relational
• Context agnostic
• Syntactic
• Waterfall
• Poor governance
• Lack of automated,
intelligent tools
Ineffective Content
• Difficult to share
• Not reusable
• Difficult to personalize
• Not responsive
Current state

10. © Copyright IBM Corp. 2012, 2014
Future state
Content
infrastructure
• Modular
• Structured
• Data driven
• Built for clients
• Development
prioritized by ROI
Classification
• Outside-in language
• Ontological
• Context sensitive
• Semantic
• Agile
• Governed
• Automated with
intelligent tools
Effective Content
• Client-centric
• Findable
• Shareable
• Responsive
• Personalized
• Measurable

11. © Copyright IBM Corp. 2012, 2014
//Subject taxonomy transformation
From To
Flat file Ontology
IBM nomenclature Client language
Required everywhere Contextual requirements
Managed centrally Governed by community
Look-up tables Author tagging assistance
Show users our back-end Hide the codes, show the values

12. © Copyright IBM Corp. 2012, 2014
Proof of concept – Enterprise Content Catalog
Objective;
Scalable authoring and publishing environment for marketing and sales
Scalable personalized experiences for clients
Content Management Platform
• Ability to author content via easy to use self service authoring
environment.
• Ability to create custom templates for flexible look and feel
• Ability to edit and audit content at the time its being authored allowing for
proper tagging for content personalization
• Ability to apply targeted business rules to personalize customer
experience
• Ability to publish content to dynamic content delivery environment for
personalized content assembly
• Ability to push content to other publishing environments

13. © Copyright IBM Corp. 2012, 2014
Document model for case studies in ECC
(domain analysis)

14. © Copyright IBM Corp. 2012, 2014
One source, multiple views
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Case study source
And a short description
- Some metadata
- Some more metadata
Structured section title
A series of structured
sections
Structured section title
A series of structured
sections
Unstructured section
title
Some more info about this
wonderful case study
Full view
And a short description
- Some metadata
Structured section title
A series of structured sections
Unstructured section title
Some more info about this
wonderful case study
Details view
And a short description
- Some metadata
- Some more metadata
Structured section title
A series of structured sections
Tile View
And a short description
• Some more metadata

15. © Copyright IBM Corp. 2012, 2014
Search prototype (for authors finding reusable content)
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16. © Copyright IBM Corp. 2012, 2014
Search results (tile view)
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17. © Copyright IBM Corp. 2012, 2014
View more details
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18. © Copyright IBM Corp. 2012, 2014
And even more details
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19. © Copyright IBM Corp. 2012, 2014
JSON view
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20. © Copyright IBM Corp. 2012, 2014
(Strawman) XML DITA (XDITA)view
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21. © Copyright IBM Corp. 2012, 2014
(Strawman) HTML5 DITA (HDITA) view

22. © Copyright IBM Corp. 2012, 2014
Next steps
 Measure success of the Proof of Concept
 Refine approach, adding structured content mappings (import/export to XDITA/HDITA)
 Provide XML DITA view and HTML5 DITA view from ECC
 Integrate Enterprise Content Catalog with source management in IBM Web Content
Manager® and IBM FileNet®
 Integrate search for reuse directly into authoring tools - make searching for reusable/related
content an automatic part of authoring new content
 Connect people through content – find other authors as collaborators
 Connect to Enterprise Keyword Database
 Complete analysis of end-to-end content lifecycle for case studies – crosses multiple content
organizations and technology domains
 Apply lessons learned to additional domains
 Validate directions with potential adopters across IBM – beyond marketing
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23. © Copyright IBM Corp. 2012, 2014
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many jurisdictions worldwide. Other product and service names might be trademarks of IBM or
other companies. A current list of IBM trademarks is available on the Web at “Copyright and
trademark information” at www.ibm.com/legal/copytrade.shtml
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24. © Copyright IBM Corp. 2012, 2014
Questions?

25. © Copyright IBM Corp. 2012, 2014Document Title | Date25
Proof of Concept – Enterprise Content Catalog (ECC)
Overview
 Objective;
 Scalable authoring and publishing environment for marketing
and sales
 Scalable personalized experiences for clients
 Content Management Platform
• Ability to author content via easy to use self service authoring
environment.
• Ability to create custom templates for flexible look and feel
• Ability to edit and audit content at the time its being authored
allowing for proper tagging for content personalization
• Ability to apply targeted business rules to personalize
customer experience
• Ability to publish content to dynamic content delivery
environment for personalized content assembly
• Ability to push content to other publishing environments
What change will the business experience
as a result of this? (From – To)
 Today there are multiple content management systems that
are not easy to use for marketers and requires professional
I/T resources to operate. In addition, many web pages are
still hand coded and taxonomy tagging that is required for
personalization is not appropriately applied to the pages.
This process is costly and doe not result in higher revenue
 Tomorrow there will be an easy to use self services
authoring environment for marketers that applies content
standards at the point of entry. Marketers will have the ability
to target offers and content based on the visitors’ Industry,
Role and Company. The Client will experience a
personalized experience resulting in higher conversion rates
and higher revenue at a lower operating cost.