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Cruce Saunders - Hacking the Enterprise: The Continuing Emergence of the New Content Order
- 2. @mrcrucesimplea.com THE STATE OF CONTENT IN THE ENTERPRISE
- 3. @mrcrucesimplea.com It’s a mess everywhere. Some of the biggest, smartest organizations on the planet are facing huge problems. The nature of content and content systems is changing rapidly before our very eyes.
- 6. @mrcrucesimplea.com Enterprise publishing uses strained and outdated processes that rely entirely on manual content transformations to scale channels and capabilities.
- 7. @mrcrucesimplea.com Omnichannel Publishing PRODUCT ASSETS VARIANTS LANGUAGES PERSONALIZATION CHANNELS EXPLOSION DEVICES
- 8. @mrcrucesimplea.com Cruce Saunders Founder, Principal, Content Engineer at [A] - simplea.com Hi, I’m Cruce. I am a content engineer. I love content intelligence.
- 9. @mrcrucesimplea.com 5 Product Bundles x 5 Offers x 5 Verticals x 3 Channels x 50 Countries 18,750 Impossible Manageable Exponential Growth Linear Growth Combinatorial Growth Content growth is overwhelming. Variants
- 10. @mrcrucesimplea.com The #1 way content moves around the enterprise is… Microsoft Word via email.
- 11. @mrcrucesimplea.com Publishing the old way turns creative humans into copy-paste robots. We have to change.
- 12. @mrcrucesimplea.com Writers are spending 50%+ of their time on the mechanics of content instead of the content itself. The experience is overwhelming for authors.
- 13. @mrcrucesimplea.com All content is tied to platforms, people, or silos. It’s not independent. It’s stuck.
- 14. @mrcrucesimplea.com The world is currently operating on brute force content management.
- 15. @mrcrucesimplea.com We build the same content topic multiple different ways. No single team responsible for omnichannel programs.
- 16. @mrcrucesimplea.com Expensive copy & paste farms exist in many enterprises. But… they have fancy names, like: “Digital Enablement” “Content Operations” “Publishing Capabilities Team” “Content Administration”
- 17. @mrcrucesimplea.com Lots of ad hoc workarounds for taxonomy, tagging, and discovery happening across organizations. Metadata and taxonomy mean totally different things to different groups. And, everything is in spreadsheets.
- 18. @mrcrucesimplea.com Content teams can’t scale fast enough to do what needs to be done. ‘We don’t have time to do proper QA, let alone proper tagging.’
- 19. @mrcrucesimplea.com Products are now ALL information products. But orgs still treat content like a 2nd, 3rd, or 4th class citizen.
- 20. @mrcrucesimplea.com Tools misuse creates content chaos. And it happens a lot. Content teams are using workflow systems, communication platforms, and version control systems as content repositories.
- 21. @mrcrucesimplea.com Everyone needs governance. But it is a source of mystery and fear. And is mostly ignored.
- 22. @mrcrucesimplea.com We are facing massive technical debt in the form of misconfigured and out-of-date content systems. And massive content debt, in the form of unstructured, duplicated, metadata-starving content sets.
- 23. @mrcrucesimplea.com Everyone is struggling with the move from a page-centric ecosystem to an intelligent modular content ecosystem, with omnichannel content fragments.
- 24. @mrcrucesimplea.com THE FUTURE OF THE CONTENT SUPPLY CHAIN
- 25. @mrcrucesimplea.com The Nature of Content Itself is Evolving
- 27. @mrcrucesimplea.com To enable the delivery of personalized experiences to customers at scale, content needs to be: Enriched faster Transformed more efficiently Managed more cost effectively Published more broadly
- 28. @mrcrucesimplea.com Creative, chef-managed, single-location, everything bespoke, home-grown dining experiences From high-end, one-off bistro to chain restaurant Structured, organized, repeatable, scalable food prep and kitchen practices, consistent dining experiences in many places Adega PF Changs
- 29. @mrcrucesimplea.com From family farm to mass food production From manual family farm To industrial production
- 30. @mrcrucesimplea.com One-off “Page Design” Assembly of fluid experiences using molecular content. If we want personalization at scale, we need to start addressing people, process, and technology and move from:
- 31. @mrcrucesimplea.com Context- Optimized Plan Author Manage Publish Intelligent Content Lifecycle Author- Optimized Management- Optimized Experience- Optimized
- 32. @mrcrucesimplea.com Decouple content from systems. Decouple schemas from systems. Decouple semantics from systems.
- 36. @mrcrucesimplea.com Time STRATEGY STRUCTURE SEMANTICS SYSTEMS STANDARDS SOFTWARE SERVICES VECTOR Content Intelligence program over time
- 38. @mrcrucesimplea.com … will come when content assets are valued as intangible intellectual property on the balance sheets of major organizations. … when the CEO, CFO, CMO, and CIO uniformly understand the value of content assets as a major strategic driver of market value. The Big Shift
- 39. @mrcrucesimplea.com Find others that care about content and form a content club: Start a content club Describe the problems in writing Brainstorm ideas and solutions Learn from webinars, articles, books Quantify metrics around content.
- 40. @mrcrucesimplea.com Inside organizations, various initiatives are being formed that are cross-functional teams. Peers in other enterprises are tackling the same problems. They want to talk. There are lots of people trying to solve this - connect with other groups. Build a bigger conversation
- 41. @mrcrucesimplea.com Start to quantify Nobody understands the cost of content creation and publishing. We can start to understand the true value of our content, by tracking what it actually takes to produce it in all stages and through all departments. Determine the drivers of the value for the content.
- 42. @mrcrucesimplea.com All of content strategy is reducing customer effort. All of content engineering is reducing the internal effort. Content strategy Content engineering Learn the practices
- 43. @mrcrucesimplea.com Author context matters, not just customer context. Find ways to streamline content workflows based on the author experience and customer experience. Look deeply at workflow
- 44. @mrcrucesimplea.com Content Process Represen- tation Content Stores Content APIs Application Services User Experience Semantic Model Metadata Record Content Map Content Topic Content Component Specialized Topic Asset Variant Content Asset Hack together some starting content diagrams. Identify content types and their relationships. Create an inventory. Domain and content modeling.
- 45. @mrcrucesimplea.com Gain buy-in step by step. Create a solution that is less cumbersome than it is today. Benchmark and measure progress in real terms, like cost or time saved, or new market capabilities created.
- 46. @mrcrucesimplea.com Share and organize semantics Even if only a shared spreadsheet, we need to agree on terminology (what we call things) and how we tag things. Make basic, centralized taxonomies.
- 47. @mrcrucesimplea.com It’s important to know what kind of content assets we currently have: ● the expressions and renderings ● the customer experiences or journeys ● the exemplars of that content ● customer types and segments Start the inventories!
- 48. @mrcrucesimplea.com Build bridges. Bridge builders are the new power brokers.
- 49. @mrcrucesimplea.com It’s time for techcomms to rise up! Technical communicators have the knowledge.
- 50. @mrcrucesimplea.com Technical communicators understand content structure, taxonomy, and workflow. Marketing needs to catch up. And they are working on it. But techcomms is way ahead.
- 51. @mrcrucesimplea.com It’s time for a reframe. Not ‘documentation’: The onboarding and training experiences that define the success and satisfaction of our customers.
- 52. @mrcrucesimplea.com It’s time for a reframe. Not ‘customer support’: Crafting just-in-time customer experiences expressing our fundamental products and operations leading to retention and wallet-share.
- 53. @mrcrucesimplea.com It’s time for a reframe. Not ‘marketing’: Personalizing the value of our organization across every revenue-producing and influencing interaction in the business across channels.
- 54. @mrcrucesimplea.com Rise! Form a movement. Lead the intelligence revolution inside the enterprise.
- 57. @mrcrucesimplea.com Client profile Client segments Many content types Many authors Many channels [A] MAKES SMART ORGANIZATIONS EVEN SMARTER Federal and state governments Association and nonprofit Healthcare Financial services Publishing and Education Large enterprises - Content Intelligence Architecture - Omnichannel Publishing - Content Systems Integration - Artificial Intelligence - Chatbots & Voice - Personalization - Automation - Measure & Value - Change - Consulting & Training Focus Engineering Content Intelligence Self-Aware Coherent Quantum Thrive in an intelligent world.
Editor's Notes
- :10 Keepers of the knowledge. Creators of the customer experience. Most literate of the enterprise warriors.
- Sad state of content in the enterprise. But the real hope that exists for a new order of intelligence that is starying to emerge with ALL our participation.
- Today it’s a mess everywhere. The biggest and smartest are facing huge problems. Let’s talk about the shape of that mess.
- It lives in dozens of repositories, file shares, CMS platforms, DAMS, ECM software and more. ANd there is no way to get at it.
- Manufacturing moved to lean process years ago. But content is nowhere near lean and efficient.
- :10
- Becoming untenable in the face of a massive explosion of variation in our content. Enterprise publishers can not keep up.
- :45 We work with the largest and most complex content sets within the biggest enterprises on earth. Over the last year under NDAs we’ve directly interviewed more than 100 executive stakeholders within content publishing and surveyed many more. We’ve coded and analyzed, and mapped all of the data and have a unique insight into enterprise publishing and what organizations are doing in order to get ahead of the game and on top of these content sets.
- Everyone is working towards some form of personalization. But the content growth is absolutely overwhelming to keep up with it. On what used to be 1 content ID on 1 system of record.
- That’s it. The biggest companies in the world, that’s how they work. Word via email or Shared Drive. It’s time to be honest...no one authors into a CMS directly. Some parts of the organization write into Oxygen or other XML editor. How many author in Word? From the time an author has an idea…where does it go first? Word. And how many ship that around via email? Or maybe Sharepoint. It's time to embrace that.
- But then we are taking those Microsoft Word documents and are copying them into publishing systems for each channel For every channel there is a seperate copy/paste event. All of this manual efforts makes humans into robots.
- In some orgs this is up to 89 or 90%
- Are we omnichannel customer experience professional and technical communicators? Or omnichannel copy and pasters?
- In some cases there are offshore teams of more than 200 people whose sole job is to move content from place to place and state to state.
- The next major problem is semantics. There is no central taxonomy or semantic source. The problem is not there is no taxonomy. There are so many taxonomies. And many of them live in spreadsheets.
- :40
- :40 One might even say that content is the only differentiating factor between products
- All ending up becoming ad hoc repositories
- :60 often gets a bad rap. Even in industries accustomed to heavy regulation, it can connote heavy-handed, life-draining centralized bureaucracy. Slowing author innovation. And yet! Content needs coordination & orchestration to flow. We need to keep defining what we mean. Tantalizing
- We need to radically update our technology, content, and process
- Everybody knows it needs to be done. But everyone is struggling with the HOW we do it.
- 2D » 3D Dead » Alive Static » Dynamic Cement » Electricity Rest »Interacting One Channel » Many Channels Single version » many targeted variants
- :90 But our supply chain hasn’t been updated. Here is an example of an enterprise publishing environment today. Each product group has different products. And each has different authoring functions. Those are augmented by agency of record. Country owners are pulling in content from global and producing it to. All flowing in manual unstructured content. Review cycles for legal and compliance are happening. Editorial process. All manual. No standards for structure or tags.
- :40
- :40 Adega in San Jose (Michelin Star Chefs) v PF Changs fortune 5 company rebranding - content audits
- :40 It's like plowing a field by hand with lots of people using scythes. The combine harvester allows us to do the same work today in 6 minutes as it used to take 25 people in a full day. Because of systems, standards, engineering, and enabling machinery. First self-propelled combine harvester introduced in 1911
- :40 Micro-content Experience fragment Content components Design is “per surface”. Per rendering. Everything is separately.
- We need to think of content in these different stages and states across and integrated workflow.
- :40 From single use, “disposable” content to “durable” Simultaneous use content
- :90 Move to the ASSEMBLY model
- :120
- :90 Strategy: Situates an organization for content intelligence, by ensuring goals, processes, and practices are aligned to enable the delivery of consistent and engaging customer experiences. Systems: Establishes an architecture for content intelligence, by envisioning a holistic architecture, one that supports both strategic goals and technical requirements efficiently and robustly. Semantics: Institutes a semantic service that defines and maintains shared semantic representations—including taxonomies, ontologies, and thesauri—to support the coordination and exchange of content across the content lifecycle. Structure: Unites content with a common content structure, enabling the reuse of content across assets, automation of interchange between systems, and validation of content between tasks. Standards: Leverages established industry, or internally developed or tailored, standards to support content and semantic representations, helping to ensure software, and accompanying services, are optimized to support content operations. Software: Considers functions and services that require the support of a new or updated application in order to ensure the system architecture adequately supports each function and service across the content lifecycle. Services: Addresses considerations for delivering content across channels, both internal and external; and, in particular, the provision of content APIs to support the dynamic delivery of content.
- :40
- :40
- But until that happens, what can we do internally?
- :40
- :40 Other people are trying to solve this problem. Connect with them
- :40 Figure out what content costs and what benefits it produces in dollar terms.
- :30
- :30
- :20
- :30
- Look for ways to free content from systems
- Get project removed from siloed drives We have to start creating centralized assets, especially around taxonomies. Even if in a shared spreadsheet, we need to agree on terminology (what we call things) and how we tag things. Share taxonomies with people doing campaign tagging, PIM, and all forms of semantics.
- Important to know what kind of content assets we currently have - the expressions -inventory the CX being created with the content. The renderings or exemplars of that content Customer types and segments the docs that they use in various parts of their journey. Having that available and clear can help create a new dynamic to the conversation
- :10
- :60 You know that whole digital transformation objective? Donel We are so digital it hurts. But we’re dumb. None of the future we all want is possible without the free movement of knowledge connected to context.
- What the people listening to this talk do truly unlocks knowledge graphs of the future that will run everything.
- They understand structure. Semantics. Taxonomy. Marketing is catching up. Rise. Form a movement. Lead the content movement inside the enterprise. Expressing itself in a mosaic of content experience
- If we think we're doing documentation, we're not. We're generating on boarding and training experiences from knowledge sets that define the success and satisfaction and retention of our customers.
- If we think we're doing customer support, we're not. We're crafting just-in-time customer experiences expressing the knowledge inside of an organization about it's fundamental products and operations.
- If we think we're doing marketing, we're not. We're creating multifaceted, multi-dimensional conversations with a range of potential customers and partners and personalizing the knowledge and value of our organization. We have a revenue-producing and influencing interaction in the business.
- :40 They understand structure. Semantics. Taxonomy. Marketing is catching up. Rise. Form a movement. Lead the content movement inside the enterprise. Expressing itself in a mosaic of content experience
- :40 We need to create the intelligence nexus in our organizations. That connected, free-flowing environment for data, information, knowledge...content of all forms. That collection of authority, semantic concepts, customer intents, and responses to those intents. But now...with robots!
- :30