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![#tcworldIndia17
The text cycle
Hillesund,Terje. "Reading Books in the Digital Age subsequent to Amazon, Google and the long tail"
First Monday [Online],Volume 12 Number 9 (3 September 2007). Retrieved on June 30, 2011.
reading writing
production
storingrepresentation
distribution
content](https://image.slidesharecdn.com/futureproofingyourcontent-170303144133/75/Future-proofing-your-content-3-2048.jpg)
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Future-proofing your content
The document discusses the importance of future-proofing content strategies through flexibility across various phases, including reading, writing, representation, and distribution. It emphasizes understanding customer journeys, pre-sales versus post-sales content, and the significance of accessible and adaptable content while highlighting the roles of technology and personalization in content production. The document advocates for strategic planning in content creation, localization, and translation workflows to enhance customer engagement and meet evolving market demands.
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Future-proofing your content
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- 3. #tcworldIndia17 The text cycle Hillesund,Terje."Reading Books in the Digital Age subsequent to Amazon, Google and the long tail" First Monday [Online],Volume 12 Number 9 (3 September 2007). Retrieved on June 30, 2011. reading writing production storingrepresentation distribution content
- 4. #tcworldIndia17 Written content (once upona time) reading writing production storingrepresentation distribution
- 5. #tcworldIndia17 Printed content, 1450ish readingwriting production storingrepresentation distribution
- 6. #tcworldIndia17 Desktop publishing, 1980s readingwriting production storingrepresentation distribution
- 7. #tcworldIndia17 Digital text content readingwriting production storingrepresentation distribution
- 8. #tcworldIndia17 Digital audio/video/graphical content reading (consumption)writing (authoring) production storingrepresentation distribution
- 9. #tcworldIndia17 • Content storageand representation are often tied together. Exceptions: • Text-to-speech functionality • Animation with layers • Need the ability to separate audio and video into cycle components Use of audio and video limited by development process.
- 10. #tcworldIndia17 How do wefuture-proof each phase? reading writing representation distribution storing production
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- 14. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Buy Customer journey Buy
- 15. #tcworldIndia17 • Content mattersbefore Buy decision • After-sales content doesn’t matter Don’t care. Content strategy in the marketing funnel Buy Care
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- 18. #tcworldIndia17 Pre-sales versus post-sales •Persuasive • Product overview • Advertising • White paper • Factual • User documentation • Training materials • Knowledge base
- 19. #tcworldIndia17 Content strategy inthe customer journey Buy Care Care Care Care
- 20. #tcworldIndia17 Convergence • Persuasive • Factual •Advertising • Product overview • White paper • User documentation • Training materials • Knowledge base
- 21. #tcworldIndia17 • Pay attentionto reader requirements • Focus on the entire customer journey, not just “pre-sales” Reading or consumption reading
- 22. #tcworldIndia17 Distribution distribution • Personalized • Dynamic •Various media • Push (email, docs in the box) • Pull (web site)
- 23. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 24. #tcworldIndia17 Your reputation affects contentdistribution.
- 25. @sarahokeefe Customers who saytheir retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
- 26. #tcworldIndia17 • What arepeople saying about your content and your product? • Listen to them. Distribution distribution
- 27. #tcworldIndia17 Representation or visualappearance representation
- 28. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 29. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 30. #tcworldIndia17 • Reader controlswhich device is used • Reader can modify visual presentation • Accessible, adaptable content is key Representation or visual appearance representation
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- 32. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 33. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 34. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 35. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 36. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 37. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Collaboration workflow
- 38. #tcworldIndia17 • Where doesinformation originate and where does it go? • How do I align those systems? • “Single source of truth” Production production
- 39. #tcworldIndia17 • Information isencoded with the information needed to support reading, distribution, and representation requirements • Semantic tagging • Metadata to enable filtering Storing storing
- 40. #tcworldIndia17 Today, XML isthe best available option for storage of complex content.
- 41. #tcworldIndia17 <note> <pitch> <step>G</step> <alter>1</alter> <octave>5</octave> </pitch> <duration>2</duration> <voice>1</voice> <type>eighth</type> <accidental>sharp</accidental> <stem>down</stem> <beam number="1">end</beam> <notations> <slur type="stop"number="1"/> </notations> </note> Complex notation flickr: pfly
- 42. #tcworldIndia17 • Content creatorsmust understand downstream requirements and plan for them • Tag variants • Flag info for personalization • Localization • Reuse Writing writing
- 43. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 XML? Markdown? Forms?
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- 45. #tcworldIndia17 • Hand-copied books •Generally commissioned • Often customized for the buyer • Gutenberg Bible • 42 lines of standard printing • Customized illumination Customizing content, then and now
- 46. #tcworldIndia17 Personalization in the LuttrellPsalter (circa 1320–1340) Geoffrey Luttrell
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- 48. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 49. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 50. #tcworldIndia17 • Tone andvoice • Language • Distribution • Encoding • Delivery Content facets
- 51. #tcworldIndia17 Contemporary tone meanscontent ages fast
- 52. #tcworldIndia17 Slang is specificto culture and locale
- 53. #tcworldIndia17 Slang is specificto culture and locale
- 54. #tcworldIndia17 Slang is specificto culture and locale
- 55. #tcworldIndia17 A strong voiceadds personality to your content.
- 56. #tcworldIndia17 A strong voicemay limit geographic reach.
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- 60. #tcworldIndia17 Map content approach tobusiness goals flickr: Candie_N
- 61. #tcworldIndia17 • Writing standards •Media standards • Information architecture • Content model • Systems and software Content strategy
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- 63. #tcworldIndia17 Map localization effortsto business goals flickr: ruthbruin
- 64. #tcworldIndia17 • Content forlocalization • Localization options Localization strategy
- 65. #tcworldIndia17 • Our worldis connected • Globalized • Mobile • Context-aware flickr: stevendepolo The world
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- 67. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 68. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 69. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 70. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 71. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
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- 73. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 74. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 75. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 76. #tcworldIndia17 • Human translation •Machine translation • Transcreation Choose your method wisely…
- 77. #tcworldIndia17 • Machine translation •Machine translation with post-editing • Tiered localization strategy Use of machine translation is increasing Wikimedia: D J Shin
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- 79. #tcworldIndia17 • Humans understandtone, style, and nuance. • Machines excel at terminology and predictable language. Human versus machine
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- 81. #tcworldIndia17 • Ideal forcustom messaging • Requires significant planning • Planning happens during source language planning • Highly effective, but very expensive Transcreation
- 82. #tcworldIndia17 • Partner withlocal market experts • Convey intent and approach • Collaborate on targeted messaging • Always test locally before deploying Transcreation
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- 84. #tcworldIndia17 • Waterfall • Parallel •Agile/iterative Translation workflows
- 85. #tcworldIndia17 • The typeof translation informs content and product design • The type of workflow informs project and release schedules • Find the best combination to maximize value • Keep corporate culture in mind Your choices matter
- 86. • Body LevelOne • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation Human translation MT plus PE raw MT Tier 1 Tier 2 Tier 3
- 87. #tcworldIndia17 • Focus oncustomer journey • Look at all components of the text cycle • Content strategy • Localization strategy Summary reading writing representation distribution storing production