Content 4.0

Content 4.0
Joe Gollner
@joegollner

Thought Leader Thursday
Featuring: Joe Gollner
Presenting: Content 4.0

Founder/CEO, The Content Era, LLC.
Phone: 508-617-7763
Email: Tom.Aldous@TheContentEra.com
Twitter: @tmaldous
LinkedIn: www.linkedin.com/in/TMAldous/en
www.TheContentEra.com
Managing Director, Gnostyx Research Inc.
Phone: 1-613-670-5786
Email: jag@gnostyx.com
Twitter: @joegollner
Blog: www.gollner.ca (Content Philosopher)
LinkedIn: https://ca.linkedin.com/in/jgollner
www.gnostyx.com
Joe GollnerThomas Aldous

Industry 4.0
Core Terminology
The Evolution of Content
Content 1.0
Content 2.0
Content 3.0
Content 4.0
What’s the Fallout (WTF)?
What does this mean for Communicators?
Progression of Topics

The Emergence of Industry 4.0 Credit: www.allaboutlean.com

So What is Content – Exactly?
Content is what we plan, design,
create, reuse & manage so that
we can deliver effective
information transactions
Content is
potential information
(always an asset)
Information is a transaction
(an action) that contains &
delivers content

The Truth about Information
Information
The meaningful organization of data
that is communicated in a specific context
and for a specific purpose
Information is an action for which
individuals & organizations are
held accountable.
A document is an information transaction
occurring within a specific process context
and having a specific legal meaning.

Title
Evolution of the Web
The Active Web might be a
better name. Also better to say
that it connects behavior. JAG

Most web sites & WebCMSs
are still Content 1.0. The
content is not managed as
content. It is embedded
within & tied to its delivery.

No separation
between
content
and the
information
product being
published
Content 1.0 – All Together Now
Content
Product
Content
1.0
As rough cut, we
could say that 99%
of content exists in
this state

Separation introduced
between the content
and two or more
information products
with automation
being leveraged to
facilitate single-source
publishing
Content 2.0 – The Calm before the Storm
Product
Product
Content
Content
2.0
Represents 0.9%
of content

Assembled from
multiple authoritative
sources
& informed by
a rigorous
representation
of the governing
semantics, this
content supports
a wide range of
information events
Content 3.0 Intelligent Content
Semantics
Product
Product
Source
Source
ProductContent
Content
3.0
0.09% of content

Content assets
assemble &
render
dynamically
in response
to the context
of human or
machine users
Content 4.0 Smart Content
ProductSource
SourceProduct
ProductSource
Semantics
Content
4.0
0.01% of content

Content 4.0 Smart Content
ProductSource
SourceProduct
ProductSource
Semantics
ProductSource
SourceProduct
ProductSource
Semantics
ProductSource
SourceProduct
ProductSource
Semantics
Dynamic assembly
& rendition as
aggregates
Sustains authority &
accountability of
resulting documents

Text
Title What‘s the Fallout?

For Communicators
Moving closer to sources
Means increasing domain knowledge
Means becoming more embedded in the end-to-end product lifecycle
Moving closer to outcomes
Means becoming responsible for renditions
Means becoming more technically engaged in the behavior of information products
Means becoming more technical…
Historically Communicators have had to master their own technology
Content Technologies are too alien for Information Technology (IT) groups
You are on your own
For Consultants / Content Strategists / Technology Vendors
Must be ready to help organizations move towards Content 3.0 / 4.0
Means that they actually need to venture into uncharted territory & not just talk about it!
What does this mean for Content Professionals? A Discussion

Content 4.0

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