This document summarizes Scott Abel's presentation on creating a digital content factory using intelligent content. Abel discusses the problems facing traditional content production, such as inability to meet demand. He then presents intelligent content as a solution, which involves modular, structured, and reusable content components that provide discoverability, reconfigurability and adaptability. Intelligent content follows principles from lean manufacturing and is optimized for multichannel delivery across devices.
All Over Conclusion Digital Marketing / Digital Marketing Benefits
Creating A Digital Content Factory: Getting Started with Intelligent Content
1. @ScottAbel @contentwrangler • #CMWorld
Creating a
Getting started with
Digital
Content
Factory
Intelligent
Contentpresented by Scott Abel, The Content Wrangler
2. @ScottAbel @contentwrangler • #CMWorld
Scott Abel @ScottAbel
• CEO, The Content Wrangler
• Global Content Strategist
• Content Production Optimization Expert
• Intelligent Content Evangelist
• Co-Producer Intelligent Content Conference
• Co-Founder Information Development World
• Co-Author “Intelligent Content: A Primer”
• Co-Author “The Language of Content Strategy”
• Translators Without Borders Awareness Team
• Lecturer at University of California, Berkeley
• Nightclub DJ, remixer, and mashup artist
4. @ScottAbel @contentwrangler • #CMWorld
This is a 45 minute lecture, not a
college course; I will cover the
basics, leaving time to answer a
few questions at the end of the
session
SETTING EXPECTATIONS
5. @ScottAbel @contentwrangler • #CMWorld
A brief overview of the problems
facing content marketers and why
a new approach to creating
content is warranted
WHAT WE WILL COVER
6. @ScottAbel @contentwrangler • #CMWorld
A high level overview of what’s
required to transform the
traditional content production
process into a multichannel
content manufacturing strategy
WHAT WE WILL COVER
7. @ScottAbel @contentwrangler • #CMWorld
What software you should buy
How to write reusable content
How to structure content
XML, DITA, Viterbi algorithm
Tone, voice, branding, cats
WHAT WE WON’T COVER
8. @ScottAbel @contentwrangler • #CMWorld
If this session isn’t a good fit
If you attended my 3 hr workshop
If you plan to attend my 6 hour lab
WHY YOU MIGHT WANT TO LEAVE NOW
9. @ScottAbel @contentwrangler • #CMWorld
becauseI can’t teach you everything
you need to know
in the time we have together
10. @ScottAbel @contentwrangler • #CMWorld
MY GIFT TO YOU
Give me your business
card, I’ll provide a free
copy of our newest book*,
created specifically to get
content marketers to think
differently about content on sale
Sept 25
11. @ScottAbel @contentwrangler • #CMWorld
“While most marketers focus on leads,
likes and whatever they define as
engagement, the real value is in creating
content experiences that are scalable,
consistent, personal and adaptable.”
Joe Pulizzi, Content Marketing Institute
13. @ScottAbel @contentwrangler • #CMWorld
We continue to craft
content in much the
same way that we
always have
THE PROBLEMS
14. @ScottAbel @contentwrangler • #CMWorld
We rely on an outdated
page-based paradigm
that doesn’t serve us
well today
THE PROBLEMS
15. @ScottAbel @contentwrangler • #CMWorld
Our approach is not optimized to
address growth in number of
touch points, distribution
channels, devices, platforms,
customer expectations
THE PROBLEMS
17. @ScottAbel @contentwrangler • #CMWorld
92% are unable to
meet deadlines
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
18. @ScottAbel @contentwrangler • #CMWorld
90% are struggling to
manage redundant
content creation
efforts
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
19. @ScottAbel @contentwrangler • #CMWorld
81% are struggling to
coordinate content
creators
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
20. @ScottAbel @contentwrangler • #CMWorld
64% are challenged
with issues relating
to repurposing
content
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
21. @ScottAbel @contentwrangler • #CMWorld
25% of every dollar
spent on content
marketing is wasted
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
THE PROBLEMS
23. @ScottAbel @contentwrangler • #CMWorld
But, most executives don’t
understand the severity of our
problems
THE PROBLEMS
24. @ScottAbel @contentwrangler • #CMWorld
If they can’t see
what’s broken,
it’s hard to spot
opportunities for
improvement
THE PROBLEMS
25. @ScottAbel @contentwrangler • #CMWorld
They have no idea
that the way we work
was never optimized
to provide maximum
business value
THE PROBLEMS
26. @ScottAbel @contentwrangler • #CMWorld
it’s up to usto show them what’s wrong
and fight for a systematic, repeatable
method that serves our needs
today, and into the future
27. @ScottAbel @contentwrangler • #CMWorld
All of these challenges and
more can be overcome by
rethinking how we create,
manage, and deliver content
29. @ScottAbel @contentwrangler • #CMWorld
Gleanster found that organizations
that invest in streamlining and
optimizing content production
produce two times more content
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
30. @ScottAbel @contentwrangler • #CMWorld
And they do it
163% faster than
their less efficient
competitors
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
31. @ScottAbel @contentwrangler • #CMWorld
Let’s take a look at a
solution that’s helped
other communication
professionals overcome
similar problems
33. @ScottAbel @contentwrangler • #CMWorld
In order to create a digital content
factory we need to change the way
we work
THE SOLUTION
34. @ScottAbel @contentwrangler • #CMWorld
In order to create a digital content
factory we need new thinking, new
methods, new processes, new
roles, new responsibilities, and new
tools
THE SOLUTION
35. @ScottAbel @contentwrangler • #CMWorld
New thinking about content based
on proven lean manufacturing
principles, just-in-time delivery,
kanban, agile development
THE SOLUTION
36. @ScottAbel @contentwrangler • #CMWorld
In order to create scalable,
consistent, personal and adaptable
content experiences, we need
intelligent content
THE SOLUTION
38. @ScottAbel @contentwrangler • #CMWorld
Intelligent content is content
designed to be modular,
structured, reusable, format-free,
and semantically rich
THE SOLUTION
We will cover each of these characteristics, but first…
44. @ScottAbel @contentwrangler • #CMWorld
Modular content is
componentized content
designed for reuse
Product Image
Short Product Description
Product Name
modular | structured | reusable | format-free | semantically rich
45. @ScottAbel @contentwrangler • #CMWorld
Instead of creating documents, we
assemble content components into
content products
modular | structured | reusable | format-free | semantically rich
46. @ScottAbel @contentwrangler • #CMWorld
Product Image
Short Product Description
Product Name
ProductWhite Paper Product Case Study
Company Logo
47. @ScottAbel @contentwrangler • #CMWorld
Modular content is flexible; it can
be remixed, repurposed, and
reviewed independently
modular | structured | reusable | format-free | semantically rich
THE BENEFITS
48. @ScottAbel @contentwrangler • #CMWorld
Increases content consistency,
content development agility,
content production efficiency and
substantially reduces costs
modular | structured | reusable | format-free | semantically rich
THE BENEFITS
50. @ScottAbel @contentwrangler • #CMWorld
Structured content is content
intentionally designed to be both
human- and machine-readable
modular | structured | reusable | format-free | semantically rich
51. @ScottAbel @contentwrangler • #CMWorld
Structured content is predictable
content that humans can read and
understand and that computers
can automatically process
modular | structured | reusable | format-free | semantically rich
56. @ScottAbel @contentwrangler • #CMWorld
Structured content is required to
help us enable modern businesses
to meet consumer content demand
modular | structured | reusable | format-free | semantically rich
57. @ScottAbel @contentwrangler • #CMWorld
Some of you may be thinking, “If
this is so important, why aren’t
they teaching these skills in
school”
modular | structured | reusable | format-free | semantically rich
58. @ScottAbel @contentwrangler • #CMWorld
Structured content
is being taught in
5th grade
modular | structured | reusable | format-free | semantically rich
59. @ScottAbel @contentwrangler • #CMWorld
There’s even a group
dedicated to teaching
structured content
concepts to students
on Pinterest
https://www.pinterest.com/explore/text-structures/
60. @ScottAbel @contentwrangler • #CMWorld
Schools of Information (iSchools)
are teaching students to craft
structured content, too
63. @ScottAbel @contentwrangler • #CMWorld
Listen to what we can do when
music is modular and available for
reuse
modular | structured | reusable | format-free | semantically rich
64. @ScottAbel @contentwrangler • #CMWorld
Here’s another music example
modular | structured | reusable | format-free | semantically rich
65. @ScottAbel @contentwrangler • #CMWorld
Reusable content reduces the
time required to create, manage,
and publish new content products
modular | structured | reusable | format-free | semantically rich
66. @ScottAbel @contentwrangler • #CMWorld
There are two types of content
reuse: manual and automated
modular | structured | reusable | format-free | semantically rich
67. @ScottAbel @contentwrangler • #CMWorld
Manual content reuse is a widely
used, yet inefficient approach to
repurposing content, creating
more challenges than it solves
modular | structured | reusable | format-free | semantically rich
68. @ScottAbel @contentwrangler • #CMWorld
Manual content reuse involves
copying content from one source
and pasting it into another
modular | structured | reusable | format-free | semantically rich
70. @ScottAbel @contentwrangler • #CMWorld
Manual content reuse opens the
door for expensive problems with
content consistency
modular | structured | reusable | format-free | semantically rich
71. @ScottAbel @contentwrangler • #CMWorld
The cost of an extra
click can cost a
company millions of
dollars in lost
productivity daily
Source: David Platt, “Why Software Sucks (And What You Can Do About It)”
WHAT’S THE BIG DEAL?
72. @ScottAbel @contentwrangler • #CMWorld
With automated reuse, we point to
(reference) content we wish to
reuse
modular | structured | reusable | format-free | semantically rich
73. @ScottAbel @contentwrangler • #CMWorld
Automated content reuse is also
known as transclusion
modular | structured | reusable | format-free | semantically rich
74. @ScottAbel @contentwrangler • #CMWorld
Transclusion allows
us to automatically
reuse content
wherever it is needed
modular | structured | reusable | format-free | semantically rich
COMPONENTS
1 Logo
2 Product Description
3 Product Features
4 Product Specifications
5 Product Image
6Warranty
7 Product Functions
8 Product Applications
9 Product Price
10Value Proposition
11 Contact Information
12 FAQs
1 Logo
2 Product Description
3 Product Features
5 Product Image
8 Product Applications
10Value Proposition
11 Contact Information
PRINT BROCHURE
WEBINAR INVITE
1 Logo
2 Product Description
5 Product Image
10Value Proposition
11 Contact Information
PRODUCT MICROSITE
1 Logo
2 Product Description
3 Product Features
4 Product Specifications
5 Product Image
6Warranty
7 Product Functions
8 Product Applications
10Value Proposition
11 Contact Information
12 FAQs
EMAIL CAMPAIGN
1 Logo
2 Product Description
3 Product Features
5 Product Image
8 Product Applications
10Value Proposition
11 Contact Information
SALES SLIDE DECK
1 Logo
2 Product Description
3 Product Features
4 Product Specifications
5 Product Image
8 Product Applications
10Value Proposition
11 Contact Information
75. @ScottAbel @contentwrangler • #CMWorld
Changes made to the source
content automatically appear
wherever content is reused
modular | structured | reusable | format-free | semantically rich
76. @ScottAbel @contentwrangler • #CMWorld
modular | structured | reusable | format-free | semantically rich
Value Proposition
Video Script
Audio Clip
Sales Training Deck
Product Web Page
Print Brochure
Modular Content
A value proposition for a
new healthcare app could
be automatically reused
For example..
77. @ScottAbel @contentwrangler • #CMWorld
Value Proposition
Video Script
Sales Training Deck
Product Web Page
Print Brochure
Automated Reuse of Modular Content
78. @ScottAbel @contentwrangler • #CMWorld
Text is the easiest type of content
to design for reuse, but we can
create reusable content in nearly
all formats
modular | structured | reusable | format-free | semantically rich
80. @ScottAbel @contentwrangler • #CMWorld
Format-free content carries no
embedded formatting information,
allowing content to be prepared
automatically for any device
modular | structured | reusable | format-free | semantically rich
81. @ScottAbel @contentwrangler • #CMWorld
Format-free content can be
mapped to any output channel or
device and can be automatically
reskinned
modular | structured | reusable | format-free | semantically rich
82. @ScottAbel @contentwrangler • #CMWorld
About Us Products Customers Blog Contact
About Us Products Customers Blog Contact
Your content is a business asset
Let us show you how to manage it efficiently and effectively
Your content
is a business asset
Let us show you how to manage
it efficiently and effectively
Why work with Primate Programming?
Primate Programming
Primate Programming Inc. is dedicated to the advancement and gainful
employment of non-human great apes within the United States information
technology sector.We are the pioneer in Primate Programming (PP) worldwide.
Primate Programming
Why work with Primate Programming?
Primate Programming Inc. is dedicated to the advancement and
gainful employment of non-human great apes within the United
States information technology sector. We are the pioneer in
Primate Programming (PP) worldwide.Order your free
content analysis today
bananas!
Go bananas!
Order your free content analysis today
Go
ENTERYOURWORK
EMAIL ADDRESS
LIMITEDTIME OFFER
RESTRICTIONS APPLY
ENTERYOURWORK EMAIL ADDRESS
Take outsourcing to a new level. Apply the right skills for the right job at the right
price. Our talented and experienced pool of affordable primate programmers can
help your organization keep pace with the increasing demands of our always-on
global content network. Primate Programming is the perfect fit for many
organizations looking to augment existing staff with contract labor.
LIMITEDTIME OFFER
RESTRICTIONS APPLY
Company
Officers
Roster
Locations
Events
Webinars
Conferences
Meetups
Clients
Case Studies
Success Stories
Interviews
Blog
Articles
Infographics
Whitepapers
Company
Officers
Roster
Locations
Events
Webinars
Conferences
Meetups
Clients
Case Studies
Success Stories
Interviews
Blog
Articles
Infographics
Whitepapers
Company
Officers
Roster
Locations
Events
Webinars
Conferences
Meetups
Clients
Case Studies
Success Stories
Interviews
Blog
Articles
Infographics
WhitepapersCopyright (c) 2015 Primate Programming, Inc.
Copyright (c) 2015 Primate Programming, Inc.
84. @ScottAbel @contentwrangler • #CMWorld
Semantically rich content is
content to which we’ve added
machine-readable information that
describes the content
modular | structured | reusable | format-free | semantically rich
85. @ScottAbel @contentwrangler • #CMWorld
Semantically rich content includes
metadata that describes what the
content is, what it’s about and
more
modular | structured | reusable | format-free | semantically rich
86. @ScottAbel @contentwrangler • #CMWorld
Computers use semantically rich
metadata to understand and
process information on our behalf
modular | structured | reusable | format-free | semantically rich
87. @ScottAbel @contentwrangler • #CMWorld
Semantically rich metadata can
help us locate relevant content
needed to build customized
content products
modular | structured | reusable | format-free | semantically rich
88. @ScottAbel @contentwrangler • #CMWorld
Metadata can help us retrieve all
occurances of a specific type of
content (product description,
product name, value proposition)
modular | structured | reusable | format-free | semantically rich
89. @ScottAbel @contentwrangler • #CMWorld
We can tag our content as ‘related’
to audience, industry, subject,
language, product version and
more
modular | structured | reusable | format-free | semantically rich
90. @ScottAbel @contentwrangler • #CMWorld
For example
industry = pharmaceutical
audience = physician
modular | structured | reusable | format-free | semantically rich
92. @ScottAbel @contentwrangler • #CMWorld
Factories adopt
automation to
produce more
product with
less effort
FACTORIES
93. @ScottAbel @contentwrangler • #CMWorld
Factories need
standardization,
modularization, and
harmonization to
enable automation
FACTORIES
94. @ScottAbel @contentwrangler • #CMWorld
Factories are most efficient when
their systems are interoperable
FACTORIES
Interoperability is the ability of a system or a
product to work with other systems or
products without special or additional effort
96. @ScottAbel @contentwrangler • #CMWorld
Software tools play a HUGE role in
the success of multichannel
publishing; they should be selected
AFTER you have an understanding
of your content needs
SOFTWARE
97. @ScottAbel @contentwrangler • #CMWorld
Multichannel publishing requires
(at a minimum) authoring software
and a content management system
designed to handle intelligent
content
SOFTWARE
98. @ScottAbel @contentwrangler • #CMWorld
Technical communicators use XML
authoring tools and component
content management systems to
produce multichannel deliverables
SOFTWARE
99. @ScottAbel @contentwrangler • #CMWorld
XML authoring tools are designed
to help us create modular,
structured, reusable content, free
of formatting and style information,
and rich with semantic metadata
SOFTWARE
100. @ScottAbel @contentwrangler • #CMWorld
To effectively manage intelligent
modular pieces of content we need
a content management system
SOFTWARE
101. @ScottAbel @contentwrangler • #CMWorld
Not just any content management
system; we need a component
content management system
designed to manage modular,
structured, components of content
SOFTWARE
102. @ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
rethinking and re-engineering
content production processes
PROCESS RE-ENGINEERING
103. @ScottAbel @contentwrangler • #CMWorld
Instead of creating deliverables,
we create recipes — formal
structures — for each content
product we plan to produce
PROCESS RE-ENGINEERING
104. @ScottAbel @contentwrangler • #CMWorld
Creating deliverables becomes a
matter of assembly; reusable
content can be automatically
included, allowing the author to
focus on creating unique pieces
PROCESS RE-ENGINEERING
105. @ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
ensuring content is created in the
same way, to the same standards,
following the same rules
GOVERNANCE
106. @ScottAbel @contentwrangler • #CMWorld
Roles and responsibilities change
when you move to creating
intelligent content for
multichannel publishing
ROLES AND RESPONSBILITIES
107. @ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
learning new skills and changing
how we work; don’t skimp, enlist
the help of professionals
TRAINING
108. @ScottAbel @contentwrangler • #CMWorld
Creating intelligent content for
multichannel publishing involves
crafting a business case that is
achievable and will provide
positive return on investment
THE BUSINESS CASE
110. @ScottAbel @contentwrangler • #CMWorld
Case Study: The Language
of Content Strategy
5 products, 1 source: A book, an ebook,
a website, set of flashcards, audiobook
A content marketing case study about content strategy using multichannel publishing
10:00am-10:10am
111. @ScottAbel @contentwrangler • #CMWorld
Multi-channel publishing case
study and content marketing
project for The Content Wrangler
Audiences: Prospective customers, content strategists, content marketers, students.
THE GOAL
112. @ScottAbel @contentwrangler • #CMWorld
Demonstrate how multichannel
publishing tactics used by
technical communicators can be
used by content marketers
Concerns: Marketers aren’t familiar with approach and will need a tangible example.
THE CHALLENGE
113. @ScottAbel @contentwrangler • #CMWorld
Using multichannel publishing,
create a printed book, an eBook, a
website, and a set of flashcards,
and an audiobook
THE PROJECT
114. @ScottAbel @contentwrangler • #CMWorld
The Language of Content Strategy
Author Contact Information
Author Information
Importance Statement
Essay
Additional Resources
Author Name
Term
Definition
Audio File
Author Photograph
Content Model The
Identified
components
needed to
manufacture
deliverables
FIRST STEP: THE CONTENT MODEL
115. @ScottAbel @contentwrangler • #CMWorld
The Language of Content Strategy
Author Contact Information
Author Information
Importance Statement
Essay
Additional Resources
Author Name
Term
Definition
Audio File
Author Photograph
Content Model The Book eBook Website Card Deck Audiobook
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
SECOND STEP: WHERE TO REUSE CONTENT
117. @ScottAbel @contentwrangler • #CMWorld
Term
Definition
Importance Statement
Author Information
Author Name
Essay
THE BOOK
118. @ScottAbel @contentwrangler • #CMWorld
Essay
Author
Information
Term
Definition
Author Name
Importance
Statement
THE EBOOK
119. @ScottAbel @contentwrangler • #CMWorld
Essay
Author Name
Importance
Statement
Definition
Term
Audio File
Author
Information
THE WEBSITE
120. @ScottAbel @contentwrangler • #CMWorld
THE AUDIO SCRIPT
Essay
Author Name
Importance
Statement
Definition
Term
Author
Information
The “Content Strategy Term of the Week” is the
core concept of Content Strategy by Rahel Anne
Bailie.
What is content strategy?
The analysis and planning to develop a
repeatable system that governs the
management of content throughout the entire
content lifecycle.
Why is content strategy important?
Provides context, so that the organization’s
vision can be implemented in an integrated way,
to meet business goals and project objectives.
Why does a content strategist need to know
this?
Strategy is defined as “alternatives chosen to
make happen a desired future, such as
achievement of a goal or solution to a problem.”
A content strategy, then, is the analysis phase of
a business problem that determines how content
can be improved, either on the editorial or
technical sides, to contribute to corporate
success.
Content strategy is the practice of helping
organizations improve their content performance,
primarily through the analysis of existing content
problems and development of plans for
improvement. A content strategy will assess an
organization’s current state, understand the ideal
future state, recognize where the gaps are, and
develop an implementation roadmap.
The roadmap defines a content lifecycle specific to
an organization’s needs, so that the content can
meet business goals. Even when a project or
contract addresses only a portion of the overall
need, the strategy should be designed to allow future
projects to become part of a unified strategy.
About Rahel Anne Bailie
Rahel Anne Bailie is an integrator of content
strategy, requirements analysis, information
architecture, and content management to increase
ROI of product lifecycle content. She is also a
supporter of content structure and standards. She is
founder of Intentional Design, Fellow of STC, co-
author of Content Strategy: Connecting the dots
between business, brand, and benefits, and co-
121. @ScottAbel @contentwrangler • #CMWorld
THE CARDS
Importance
Statement
Definition
Term Content Strategy
What it is.
The analysis and planning to
develop a repeatable system
that governs the manage-
ment of content throughout
the entire content lifecycle.
Why Do it?
Provides context, so that the
organization’s vision can be
implemented in an integrated
way, to meet business goals
and project objectives.
125. @ScottAbel @contentwrangler • #CMWorld
What if we gave you each the exact
same set of LEGO® building
blocks?
What would you build?
THINK MODULAR
126. @ScottAbel @contentwrangler • #CMWorld
Modular content affords companies
an incredible amount of flexibility;
content creators can leverage
components to build whatever they
need, when they need it
THINK MODULAR
128. @ScottAbel @contentwrangler • #CMWorld
MY GIFT TO YOU
Give me your business
card, I’ll provide a free
copy of our newest book*,
created specifically to get
content marketers to think
differently about content on sale
Sept 25
129. @ScottAbel @contentwrangler • #CMWorld
Creating a
Getting started with
Digital
Content
Factory
Intelligent
Contentpresented by Scott Abel, The Content Wrangler