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Forget Artificial Intelligence:
Stop Squandering Human Intelligence
The Problem
Leaking and Friction
Leaking
Leaking and Friction
Friction
How to Capture Intelligence
Structure
Unstructured vs. Structured Content
Visual Markup
Trees (30pt)
I think I’ll never see a poem as lovely as a tree
(Italics)
1914 (regular)
Joyce Kilmer (Bold)
Unstructured vs. Structured Content
Visual Markup
Trees (30pt)
I think I’ll never see a poem as lovely as a tree
(Italics)
1914 (regular)
Joyce Kilmer (Bold)
Semantically Structured
<title>Trees</title>
<poem>I think I’ll never see a poem as lovely as
a tree</poem>
<copyright-date>1914</copyright-date>
<author> Joyce Kilmer</author>
Semantic Example: Ordered List vs Steps
1.
2.
3.
4.
5.
6.
7.
Semantic Example: Ordered List vs Steps
<task> <title>Cleaning the Toaster</title>
...
<steps>
<step>
<cmd>Unplug the toaster from the wall outlet.</cmd>
<substeps>
<step>
<cmd>Firmly grasp the insulated portion of the plug.</cmd>
</step>
...
</substeps>
<info>Unplugging the toaster protects you from electrical shock
while cleaning the toaster.</info>
<stepresult>Electrical power is disconnected from the toaster and
it is safe to work on.</stepresult>
</step>
Semantic Example: Google Adwords
Semantic Example: White Paper
Title
Short
Description
Blog Post
Section
Pull Quote
Tweet
How to Reduce Friction
Consider the Whole Process
Structure
Reuse
Introduction
Benefits
Safety
Installation
Operations
Maintenance
Troubleshoot
Index
Map for
Engineer Manual
Map for
Maintenance Manual
Introduction Introduction
Maintenance
Maintenance
Safety
Installation
Operations
Troubleshoot
Troubleshoot
Topics
in Content Library
Benefits of Reuse With Topic-Based Structure
One search result for all identical content
Benefits of Reuse With Topic-Based Structure
Reviewers only review reused content once
Benefits of Reuse With Topic-Based Structure
Localization (translation)
Benefits of Reuse With Topic-Based Structure
Time
A A R R E E E E EA A A R R R
Author Review Edit
Benefits of Reuse With Topic-Based Structure
VS
A A
R R
E E E E EA A A
R R R
Time
A A R R E E E E EA A A R R R
Author Review Edit
Time
Author/Edit
Review
Benefits of Reuse With Topic-Based Structure
Time
A A R R E E E E E L L L L LA A A R R R
Author Review Edit Localize
Benefits of Reuse With Topic-Based Structure
Time
A A R R E E E E E L L L L LA A A R R R
A A
R R
E E E E EA A A
R R R
L L L L L
Time
Author Review Edit Localize
Author/Edit
Review
Localize
VS
Benefits of Reuse With Topic-Based Structure
Automated formatting
Benefits of Reuse With Topic-Based Structure
Metadata - say what you mean
Next Steps
Audit Your Content
Analyze Your Process
https://www.nngroup.com/articles/pure-method/
Think Past the Technical Resource Center
Create the future.
Write now.
Thank You

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