Understanding the potential of content


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Using the content lifecycle to derive more value from content

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Understanding the potential of content

  1. 1. Understanding the Potential of Content through the Content Lifecycle Rahel Anne Bailie © 2011 Intentional Design Inc.@rahelab www.intentionaldesign.ca
  2. 2. Content (n) How we use to communicate: text, graphics, video, audio !?@ Extension of the user experience Human-consumable, contextualized data The stuff “contained” between the tags Container Content /Container
  3. 3. Common definitions Content strategy: Content lifecycle: Repeatable process that Iterative cycle that governs content spans analysis, throughout the entire collection, lifecycle management, and publishing stages
  4. 4. Strategy/ AnalysisContent• Content as commodity• Factors in optimization Authoring/ EditingSupply chain Content Management• Linear• Clear start and end UX/ Publishing• Single content treatment Localization Measurement
  5. 5. NuancedInteractiveComplexMessy
  6. 6. NuancedInteractiveComplexMessy
  7. 7. NuancedInteractiveComplexMessy
  8. 8. NuancedInteractive ( = SIM card)Complex ( = international roaming)Messy
  9. 9. Begin at thebeginning ……but where is thebeginning?
  10. 10. • Requirement analysis • Acquire• User research • Author/Edit• Governance planning • Version/Localize• Budget • Metadata Analyze Collect Publish Manage • Modeling/typing• Aggregate/Transform • Configure/components• Publish/Syndicate • Structure /standards• Evaluate • Repository• Iterate or sunset
  11. 11. • Late getting user research• Problematic content governance• Little budget for content re-purposing Analyze Collect Publish Manage
  12. 12. • Blended content – created and acquired from corporate partners • Localization into multiple languages • Uneven metadataAnalyze CollectPublish Manage
  13. 13. Analyze CollectPublish Manage • No content models in place • Variables used for help • Unstructured content • Not topic-based • No formal repository
  14. 14. Analyze Collect Publish Manage• No publishing pipelines• Syndication standard• No revision or localization tracking• No retention iteration or versioning rules
  15. 15. • Planning for new • New content for new requirements product and interface• New design needing • Content from previous new content versions• New governance • Content already model translated• Budgets • Metadata Analyze Collect Publish Manage• Content pushed to • Content in the pipeline multiple outputs • New development• Content versioning method: Agile• Content revisions • New code base• New retention policy • Internal syndication
  16. 16. Legacy system constraintsDelivery decisionsCustomer focusMultiple outputsContent interconnectionProject complexity
  17. 17. 1 “This Visa interface is great. I can download each statement, by month, for 2 “Vancity is great. I can enter the dates and download a whole year at a 3 “Visa’s monthly download is driving me bananas. Why doesn’t Visa get it the last year.” time, for the last two years – together?” in a single transaction.”2:00 PM 2:15 PM 2:16 PM 2:18 PM
  18. 18. ( = SIM card)( = international roaming)
  19. 19. Well, some companies don’t …
  20. 20. • Need intelligent content strategy to get intelligent content• Treat content as part of the content lifecycle• Keeping content under control means considering its entire lifecycle, including iterations• Content lifecycle exists, whether you acknowledge it or not• A strategy needs to span all related content
  21. 21. http://www.google.com/profiles/rahel.bailie THANK YOU