Breaking down content silos requires an enterprise-wide strategy that serves a number of distinct departments, creators, reviewers, and consumers. However, an enterprise-wide strategy that requires an enterprise-wide deployment of DITA will very likely fail. DITA simply is not made for ALL the content types and workflows within an organization, which usually span support, marketing, product documentation, legal, and more. In this session, we’ll focus on why an enterprise-wide content strategy is important, alternatives to DITA, and how to get started.

1. AND WHY DITA WILL FAIL
TO CROSS THE ENTERPRISE
BUILDING AN ENTERPRISE-
WIDE CONTENT PLATFORM

2.  From ECM to Content Services
 ECM Is Dead? What Next?
 Content Strategy – Across Departments
 Content not Files or Documents
 The Complete Digital Age
 Not just Persuasive Marketing Sites and Retail
 Where to Start
 Requirements and Solutions
 Change Management
 Stakeholders matter
 DITA and the Enterprise
 Can a 15 year old tech-docs spec fit in the broader business context
Agenda

3. From ECM…
ECM
Library
Services
Security Metadata
Transforms
and Output
Workflow &
BPM
Imaging Search Rights Mgt
Web Content
Mgt
Doc/File Mgt
OCR Records Mgt
Digital Asset
Mgt
Experience
Mgt
Case Mgt
Business applications Business applications Business applications

4. …to Content Services
Platform
Component
Component
Application
Application
http://blogs.gartner.com/michael-woodbridge/the-death-of-ecm-and-birth-of-content-services/
Platform
Application

5. What’s It All Mean?
 There has never been a “One Size Fits All”
 Especially for 100 to 1000s of Business Content Types
 Simple Needs = Simple, Cheap Solutions, e.g. File Sync &
Serve
 Complex Needs = Complex, High-Value Solutions
 Business Goals & Processes are the Priority
 & Their Related Content Types
 Modern Compute Services deployed as required
 Ultimate Goal: Knowledge Management & Transfer
 Files do not Convey Knowledge, Content Does

6. The New/Old Approach to Content
Management for the Enterprise
 Focus on Content and Purpose, not Files and Workflow
 CMS Features As Needed
 Simple for Simple, Complex for Complex
 Federated or At Least Integrated
 Especially via Search Indexes and Browse UX
 Crawlers, Content Mgt APIs, Event-Driven
 Smarter Content is Key
 File Metadata for Simple, Content Metadata for Complex
 Componentized not Monolithic
 Responsive not Fixed & Interactive not Static
 Smarter Management
 Analytics, Analytics, Analytics
 Usage, Editorial, Purpose-driven
 Driven By Enterprise-Wide Definitions
 Navigation, Classification, Semantics and their Synonyms

7. Where Are We Now
Desktop vs Mobile vs Tablet Market Share Worldwide
http://gs.statcounter.com
Delaying Action is Bad for Business
 >50% of Web Traffic is from a Mobile Device
 And Growing Rapidly
 Marketing Websites = Persuasive Content
 Gain Interest in a Product or Service
 Small, Simple Content and/or Custom Media
 Intranet Sites = Search and Navigation
 The Actionable Content
 Is locked PDFs
 Business Critical, High Value
 Enables Decisions to be Made
 Purchase a Product or Service
 Execute a Business Process
 Mobile Users Don’t Read PDFs

8. Why Are We Still Here/What Are We Missing?
2017 InfoTrends Content Automation Research : http://content.quark.com/TrendsReport.html

9. Why Are We Still Here / What Are We Missing?
 Device Appropriate
 Responsive
 Interactive
 Sort & Filter Tables
 Interactive Charts
 Personalization
PDF
 Is Fast, Cheap, Easy
 Or is it?
 Monolithic Document
 High-Quality Print
 Not Useable on Mobile
 Contextual
 Content not Files
 Social, Sharing, Feedback
 No Distractions
 Flat and Responsive
 Embed, don’t Hyperlink

10.  Needs to be Future Proof: Watch, Eyewear, Augmented Reality…
 Structured and Componentized Content
 XML Has Proven Its Value in TechPubs and related
 Now reaching into other business content
 Semantics embedded in HTML5 is growing
 But Gaps Still Exist for Non-Technical Users
 Schema and Output Development is still too hard
 Authoring Usability = Hidden Rules
 Authoring for Digital: Responsive and Interactive
 HTML5 is Here and Keeps Getting Better
 Take Advantage of the Available Skill Sets
& What Are We Missing?
Quark is tackling these challenges through Smart Content

11.  Find an Expert to Help
 There are Many in the Industry
 Identify Highest Value Content
 Revenue? Cost? Quality?
 Identify Pain Points
 Digital and Mobile
 Time to Market, Incomplete, Inconsistent
 Usability
 Content Analysis
 What do we have? What do we want?
 Solution Vendor Selection
 Criteria based on Business Priorities
 Don’t forget IT Needs
Content Automation
Getting Started

12.  Resistance to Change
 Muscle Memory - Don’t slow me down
 The Devil I Know – Don’t cause me new pain
 Loss of Control - Creators are Creative
 What’s In It for Me? -Sometimes a Carrot,
Sometimes a Stick
 Identify a User Community Champion
 Open Minded, Hungers for Change
 Provide Choices not Mandates
 Surveys, Rank Ordered Priorities, A Few Nice to
Haves
 Communicate, Communicate, Communicate
 Everyone performs better if they understand why,
when, how
Managing Through the Cultural Change
of New Tools

13. Technical Barriers
 Developed for IBM use by 2001
 2 years after HTML 4.01 was recommended,
15 years before HTML5
 Purpose Built to Solve TechPubs challenges
 Topic-based, Specialization, Components
 Requires Adoption of Topic-based, Structured
Authoring – a big first “byte”
 Tools
 Unfriendly to non-technical
 With a few Exceptions
 XML IDEs for Schema Development; DITA
Open Toolkit for Output
 XSL For DITA is extremely complex if done
right & requires a talented programmer
Can DITA Succeed Across the Enterprise?
Social Barriers
 Technical Language
 Darwin Information Typing Architecture
(speaks to the Geek in all of us)
 Topic-based Authoring: Topic, Task, Concept,
Reference, Specialization, Topic Maps, etc
 That Class Attribute!
 Dominated by XML Technical Experts
 Smart, Demanding, Highly Technical, Hungry
 Supported by IDE’s for Technical Users
 Demos with tags hidden are great…
 But full-time authors turn on tag-view full-
time
DITA is Wildly Successful and will continue to be in Tech Docs
“DITA is great if your authors think like programmers”
-an 20 year XML Services Professional

14.  Kept the powerful architecture concepts
 Class/Type “specialization”
 ConRef style syntax for components
 Built with HTML5 in mind but different where needed
 Root tags stay the same, “type” attribute for content classes
 Metadata in Meta fragments
 Limited, System-only use of XML Attributes
 Meta Fragment for storing simple to complex metadata collections
 HTML Meta in header, Smart Content Meta Fragment
available at any level
 Does not Encode Information Mapping or Topic Based
Authoring
 I.e. Task, Concept, Reference: Strength or Weakness?
 Encourages the reduction of hidden rules
 Highly restrictive content models require exception to implement
 Our Advice: solve context problems downstream as much as possible
Content Automation
With Smart Content
Quark Author
Web Edition

15. Quark Publishing Platform
Customer’s
App
QuarkXPress
Quark Author
Web Edition
High Fidelity
Print and PDF
QuarkXPress
3rd Party
CMS /
System
of Record
HTML for
Web and
E-mail
Gateway
App
App Studio
SaaS Portal
Quark Enterprise Software
XML Author

16.  Download a FREE copy of The Beginner’s
Guide to Smart Content:
www.quark.com/smartcontentebook
 Content Automation for Dummies Guide
http://www.quark.com/Solutions/Dynamic_Publishing/Res
ource_Center
https://www.amazon.com/Content-Automation-Dummies-
Enterprise-Solutions/dp/1119149886
 See if content automation is right for
your business: www.quark.com/contact
More Information

17. Thank You

18. Computing Evolution in the Enterprise
Micro
Personal
“Big Iron”
Compute
Distributed
Servers +
“Green screens”
Desktop
Software
Client-
Server
Thin
Clients
Rich Web
Clients
PC-Server
Virtual
Machines
Smart Mobile
Mainframe
Internet
Cloud
PaaS
1970
1980
1990
2000
2005
2010
Distributed
Cloud OS
IaaS
SaaS
2020
Mobile
Apps & Web
Next Gen
Clients
IoT
Web Services
Micro
Processor
2015
Corba

19. Structured Text Evolution in the Enterprise
SGML
MIL-STD
38784
XML, XSLT
DITA 1.0
1970
1980
2000
2005
2010
20202015
HTML
1990
GML
Mil-Std
28001
Docbook
DSSSL
FOSI
HTML 2
HTML 4
HTML 5
TEI
Hytime
DITA 1.1
DITA 1.2
DITA 1.3
Smart Content
xHTML
XSL-FO

20. David White, CTO
Smart Content For
High-Value Communications

21.  Why:
 Authoring Usability a Primary Focus
 Want a Generalized Standard for Non-Technical
Docs
 Who:
 For High-Value Content and non-Technical Authors
High-Value = “content you sell, content that helps you sell,
content that helps you run your business”
Subject Matter Experts = business, financial and legal
analysts, product management and marketing, and more
 What:
 Content Methodology and Schema in RelaxNG
 When:
 A Work-In-Progress
Looking for interested parties to work toward
standardization
Smart Content

22. Extending XML-Based Automated Publishing to
the Non-Technical
Fine-Grained Knowledge Capture is the Altruistic Value
Automation provides Business Value
Structured Input (GIGO) is the Requirement
Authoring Usability
is the top step to Close
the Gap

23.  Author must take action to experience a rule
 Click one or more widgets to understand what is/is-not possible
 Discovering a Rule that isn’t explained sufficiently
 Constrained and Context-Specific Content Models
 Completely Foreign to Word Users
 Causes Usability Headaches, esp. for Cut/Copy/Paste
 The more complex and unique the fragment, the less chance of success
 Rules not apparent, blocked Paste may not be explained
 Hierarchy
 Sections = Containment
 Non-Recursive, Nested Divisions
 Require all intermediate levels be present
 Can’t just change style or increase/decrease Indent to promote/demote
Section
Usability of XML Authoring:
All the Hidden Rules
Technical Author’s Best Available Solution:
Turn Tags View On - Minimize Surprises
Write In XML Every Day - Know the Schema Inside-Out

24.  Insert Markup First, then type
 Change Markup
 Balanced Markup means overlapping
start/ends for many content-cases
 Requires targeted programming to support each
use case
 Examples: Emphasis, Highlighting,
Commenting, Change-tracking
 Many More
Usability of XML Authoring:
Author Behavior Changes

25.  Improve The Authoring Tool
But No (easy/feasible/acceptable) Answer
esp. for the Non-Technical
Gross Edits Example:
1. Cut a ten element, 2 deep fragment from one
context
2. Paste into new context with different content model
3. How to Present the Multi-Step Resolution Required?
The Most Common Answer
(also complaint, accusation, and tool vendor beatings)
Return to First Principle:
Why restrict? Remove as many content model restrictions as possible
When Possible, let the downstream processor resolve

26.  List in a Para or List outside of Para?
 Author Doesn’t Care, and
 Author Shouldn’t Need to Care
 Allow Both, or
 Allow only One and offer Increase/Decrease Indent
Another, Simpler
As Discussed on Tuesday:
Whitespace can provide a lot of semantic context if we just let it.
Good enough for Russian Syllabotonic Poetry, Good Enough for Me
e.g. Indent doesn’t have to mean “fixed formatting.”
After 21 years of Markup, I no longer care about the separation of style
from semantics. We can make more people productive with both
Howmanyhourswasted?

27.  Archetypes
 Baseline for processing of semantics
 Starting point for configuration
 Syntax
 HTML-like: <section type=“introduction”>
 Friendly & Familiar to HTML developers
 CSS, JavaScript, etc.
 No Order and Occurrence Control of Blocks and
Inlines*
 Section Type Defines available Block and Inline Types
 Any Block in Any Order
 Any Inline in Any Block
 Removes Many (sadly not all) Cut/Copy/Paste Hidden Rules
*Exceptional Cases only, e.g. Figure
What’s This About
Smart Content

28. Content Type Smart Content HTML DITA
Sections section div topic
Blocks p p p
Inline formatting tag b, i, u, etc. phrase
Unordered or ordered
lists ul, ol ul, ol, list type="type"
Tables table table table
Images image img image
Media media video, object object
Metadata XML meta fragment tag attribute = "value" tag attribute = "value"
Basic Content Types

29. <collection name="contributors">
<member name="contributor">
<group name=“details”>
<attribute name="role">
<value>Supervisor</value>
<value>Admin</value>
</attribute>
<attribute name="name">
<value>Sam Markup</value>
</attribute>
</group>
</member>
<member name="contributor">…
</member>
</collection>
Meta: Enhanced for Authoring
 Collection: Enables UI generated
for repeated structures: Add+
 Member: Identifies boundary for
1 collection member
 Group: Enables UI generated for
collecting fields together
 Enables Hierarchy by nesting
Group
 Attribute: like you know, except…
 Multi-Value Support

30.  Well-Known Contexts Set Expectation
 “Conference” Balisage versus Other Conferences
 “GOP Candidates” World versus Trump-itization
 “XML Documents” separation of formatting from
content
 Repurposing is A Very, Very Hard Challenge
 The Past Overwhelms the New
 Take Quark for Example
 Sometimes the Challenge of “Just Marketing” Is
Cause enough for a change
 “Web Experience Management,” anyone?
When Relevance Fails Us

31. Thank You

32.  Download a FREE copy of The Beginner’s
Guide to Smart Content:
www.quark.com/smartcontentebook
 Setup a discovery call to see if content
automation is right for your business:
www.quark.com/contact
Next Steps