Lean Content Is Smart Content - Andrew Becraft

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This document discusses strategies for streamlining content. It recommends first acknowledging that unnecessary content is a problem, and then taking several steps to address it: aligning streamlining efforts with content strategy and information architecture; measuring metrics like page views, word count, and time on page; asking questions about how well content meets goals and needs; and regularly cutting content while managing relationships and validation. Specific tactics mentioned include deleting topics, splitting or merging topics, and reducing word counts. The goal is to reduce costs while continuing to measure the impact of streamlining efforts.

Marketing

© Copyright 2014 Author-it Software Corporation. All rights reserved.
Lean Content is Smart Content
Andrew Becraft, Sr. Mgr, Product Development
@AndrewBecraft

But I promise this isn’t about Author-it…
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
FrameMaker,
RoboHelp,
PageMaker,
Doc-to-Help
Microsoft
startups
Author-it
Nintendo
TRADOS (SDL)
Lionbridge
XML,
FrameMaker
HTML & Word > FrameMaker
with WebWorksPublisher
FrameMaker
with Mif2Go,
RoboHelp,
XML
Proprietary XML,
Author-it (plus Flare & DITA XML evaluations)
Author-it,
DITA

Why streamline your content?
The first step is acknowledging you have a problem…

Difficulty finding a place for new content

Reducing the high cost of content
Multiple approaches to solving the problem…

Single-sourcing:
Publishing onecontent project to multiple output formats.
PDF
HTML
XML

Reuse:
Chunking your source content so you can repurpose pieces withinand betweenmultiple projects.

So we’ve got a problem. Now what?
How to get started with content streamlining…

Align streamlining to your content strategy
Ensure each piece of content aligns with the
business goals or needsthat your organization targets.

Align streamlining to your Information Architecture
Solid Information Architectureas part of your Content Strategy establishes the framework for successful streamlining tactics.

Measure always, cut often!
Applying content metrics to ongoing streamlining efforts…

Key content metrics
Page views
Downloads
Word count
Time on page
Search terms
Feedback

But if you don’t have data, ask questions!
How well does your current content meet your strategic goals?
Is it on target with the messages you want to feature?
Is it organized well for [readers]?
Does it answer [readers’] questions?
‒Source: Letting Go of the Wordsby Ginny Redish(p. 43)

More questions…
Who cares?
Is it compelling?
Is it clear?
Is it complete?
Is it concise?
Is it correct?
‒Source: Killer Web Contentby Gerry McGovern (p.73)

Streamlining isn’t justabout deleting stuff
Delete the topic, paragraph, or sentence
Split up lengthy topics
Reorganize content to align with IA
Merge topics

Create a reusable toolkit
Title
File Name
Word Count
PageViews
Time on Page
Comments
Priority
Action
Concept 1
Concept1.htm
1,454
5,350
30 seconds
Too long!
1
Split
Concept2
Concept2.htm
1,282
3,015
2 minutes
Too long!
2
Reduce
Concept 3
Concept3.htm
432
0
0
Legacy info
3
Remove
Concept 4
Concept4.htm
300
10,852
3 minutes
“What’s New”
1
Retain
Task1
Task1.htm
850
8,045
90 seconds
Mult.sub-tasks
2
Split
Task 2
Task2.htm
250
20,234
2minutes
Personal options
1
Retain
Task 3
Task3.htm
650
6,452
2 minutes
Admin settings
2
Reduce
Reference 1
Reference1.htm
1,085
150
10 seconds
Legacy info
3
Remove
Reference 2
Reference2.htm
350
0
0
Req’dsafety info
1
Retain
Reference 3
Reference3.htm
850
1,054
2 minutes
Keyboardshort…
2
Split

How not to break everything…
Manage content relationships
Validate links bothat source and in output
Edit thoroughly: Dev > Sub > Copy…
Cut surgically!

How not to blow your localization budget
1.Remove whole topics
2.Remove whole paragraphs/blocks
3.Remove whole sentences

Never stop measuring! Streamline regularly!
Measure!
Plan
Create
Localize
Release
Streamline

© Copyright 2014 Author-it Software Corporation. All rights reserved.
Thank you!
Any questions?

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