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More content intelligence more performance potential


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Structured content is like a high-performance automobile. There's lot of power under the bonnet, if you've learned the right driving techniques. Understanding how structured content helps lighten the workload and create efficient work environments is important, and the flip side is finding the right techniques to drive the business benefits of structured content.

Structure lets content perform at optimal levels, delivering from multiple content sources, to multiple audiences, into multiple channels, through multiple interfaces, and often with more complexity. As we're challenged to meet the needs of more market segments with personalised content in an increasing number of contexts, it's critical to understand how much structure to apply, and how to make that structure stand up under the stresses of complexity and scale.

This presentation connects the mechanics of structured content to the business opportunities, and some techniques for getting ROI as a result.

Published in: Technology
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More content intelligence more performance potential

  1. 1. @ScrollUK More content intelligence, More performance potential @rahelab Photo credit: Rahel Anne Bailie Copyright © 2018 Scroll LLP
  2. 2. Photo of presenter here Rahel Anne Bailie Chief Knowledge Officer, Scroll LLP 15+ years content strategy 10+ years tech communication Consulting / Instruction / Author OASIS Lightweight DITA Committee Information 4.0 Consortium
  3. 3. • UK’s only full-service content company • Provider of writers, editors, content designers • Content strategy, content engineering, IA and related services • Training for content professionals
  4. 4. Intelligent content
  5. 5. Intelligent content is: • Structurally rich • Semantically categorized and that makes the content: • Automatically discoverable • Reusable • Reconfigurable • Adaptable That means: Content is structured in ways that computers can understand how to process it Has metadata that gives meaning to information, so that content can be processed with more specificity More flexible content that can be used in more agile ways to meet more needs What is intelligent content? Intelligent Content Primer, Ann Rockley and Charles Cooper
  6. 6. Leads to business benefit through technical performance • Structurally rich • Content is structured in a way that computers can understand how to process it
  7. 7. That leads to business benefit through technical performance • Semantically categorized • Has metadata that gives information meaning, so that the content can be processed with more specificity Icon Icon Man Woman
  8. 8. Editorial and technical structure
  9. 9. News Release • Title • Status • City • Date and time • Summary • Subtitle • Details • Image • Contact Event • Title • Address • City • Date and time • Summary • Subtitle • Details • Image • Contact Editorial structure: conventions used for comprehension
  10. 10. Technical structure: schema
  11. 11. Increasing demands on content
  12. 12. Multichannel: output to many channels • Superset of content exists • Subsets delivered for different outputs
  13. 13. Omnichannel: content in multiple contexts • From the right sources • On the right platforms • To the right audiences • At the right moments • Through the right channels • With the right configuration • In the right formats • In the right versions • In the right languages • In the right media • At the right times • In the right contexts
  14. 14. Source: Wikipedia
  15. 15. Source: Wikipedia
  16. 16. Progression of information development Publications (documents) One format One owner One delivery One publisher 1.0 Topic-based writing (help) Many formats One owner One delivery One publisher 2.0 Topics with components (multichannel) Many formats Many owners Many deliveries One publisher 3.0 Molecules and objects (contexts and states) Many formats Many owners Many deliveries Many publishers 4.0
  17. 17. Example: Tweddle Superset in online portal Pushed subset to user guide Push subset into console Pushes info to app Can update console on ongoing basis In connected cars, can monitor vehicle health Can provide diagnostics through voice connection Ubiquitous vehicle health monitoring
  18. 18. Increasing demands on content: growing number of silos Marketing Brand Product Channels Technical Support App Voice bot
  19. 19. Now, content has many-to-many relationships Source: Gnostyx (Joe Gollner) Many owners Many formats Many publishers Many deliveries
  20. 20. Move to a content superset to output to subsets
  21. 21. Needs to be scalable
  22. 22. Example of reusable, configurable, adaptive content Tablet: Tap the X… Phone: Touch or or…? Laptop: Press Escape… Go to the main menu. Or choose Back from the menu. INTENT <p>Go to the main menu.</p> <p=web>Press Escape.</p> <p=tablet>Tap the X.</p> <p=ios>Touch .</p> <p=android>Touch .</p> <p>Or choose [menu-name] from the menu.</p> CONTENT RE-USE <p>Go to the main menu.</p> <p>Press Escape.</p> <p>Or choose Back from the menu.</p> VERSION FOR THE WEB <p>Go to the main menu.</p> <p>Tap the X.</p> <p>Or choose Back from the menu.</p> COPY & PASTE FOR TABLET • Content developers need proper tools and training. • Technical communicators tend to be at the forefront.
  23. 23. Tying structure to ROI
  24. 24. Technical structure (basics) RECIPE INTRODUCTION INGREDIENTS • Recipe name • Image of finished product • Prep time • Number of servings • Calories • Ingredients Title • Ingredient = [amount] + [units] + [substance] • Ingredient = [amount] + [units] + [substance] INSTRUCTIONS • Instructions Title 1. Instruction 2. Instruction FOOTNOTES • Footnotes Title • Footnote Type • Footnote
  25. 25. Technical structure – poor semantics <html> <h1>content</h1> <p>content<p> <ul> <li>content</li> <li>content</li> </ul> <ol> <li>content</li> <li>content</li> </ol> </html>
  26. 26. Technical structure – richer semantics <recipe> <recipe_name>content</recipe_name> <description>content</description> <ingredients> <ingredient>content</ingredient> <ingredient>content</ingredient> </ingredients> <instructions> <instruction>content</instruction> <instruction>content</instruction> </instructions> </recipe>
  27. 27. More business contexts
  28. 28. • Isolate the amount and units • Convert between Imperial and Metric • Tag the ingredients • Re-use across multiple markets • Specify cooking method • Filter by cooking method • Specify prep time • Filter by preparation time • Specify serving size • Choose recipes by quantity served • Specify the equipment needed • Search for recipes that use tools owned • Categorise by dish type • Filter recipes by course or dish type • Categorise by occasion • Filter recipes by time of year • Add synonyms • Find ingredients by regional terms • Categorise by specialty • Filter recipes by specific user needs Adding semantics to the recipe
  29. 29. Gain operational efficiency • Cross-channel delivery • Use the content in many contexts • Single source • Create once and re-use multiple times • Add metadata effortlessly • Use predefined categories of attributes • Format and style-free • Ignore all formatting and styling
  30. 30. Increases business potential
  31. 31. Leveraging semantics: Yummly Semantic searching: Typical description: • Personalised recipe recommendations • Learns what you like and customizes the experience to your personal tastes, nutritional needs, skill level,
  32. 32. Leveraging semantics: Supercook • Recipe search engine • Searches through ingredients you specify
  33. 33. Leveraging semantics: Whisk • Connects personalised recipes with shopping lists • Uses artificial intelligence to supplement structured content
  34. 34. Leveraging semantics: My Fitness Pal Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence • Calorie counter and exercise journal • Import recipes and customise to your personal needs
  35. 35. By email: By telephone: UK +44 (0)203 318 1828 (office) UK +44 (0)7869 643 685 (mobile) Want some content goodness on a regular basis? Subscribe to Scroll up! Social: Twitter: @ScrollUK LinkedIn: Twitter: @rahelab LinkedIn: Services and training SCROLL London, UK Copyright © 2017 Scroll LLP