The document discusses the need for a strategic shift in content development from a product-centric to a customer-centric approach, emphasizing the importance of understanding consumer needs throughout their engagement journey. It highlights the role of intelligent content, component-based authoring, and effective management of digital documentation to improve customer satisfaction and loyalty. Additionally, it details the benefits of a global content strategy that incorporates analytics and machine learning to enhance findability and personalize user experiences.

1. Version 1.2
Chip Gettinger
VP Global Solutions Consulting, SDL
@cgettinger
Future-proof Your Content:
Beyond Traditional Publishing

2. Across all industries,
disruptive technologies
are introducing new
players and evolving
consumer expectations

3. Image placeholder
Click on image icon
Browse to image you want
to add to slide
Strategic Shift in Value of Content
• Develop product content from the
perspective of outside in, not inside out
• Develop understanding of what customers
need, at all stages of engagement process
• Shift organization from product centric
content to a customer centric
• Proactive, and not reactive

4. SINGLE SOURCE
OF TRUTH
DIGITAL
DOCUMENTATION
CUSTOMER
LOYALTY
94% of over 2600 surveyed
prefer one single place to
find all their product
information
81% of US respondents prefer self-
service information
94% 81%
77% of US respondents product
information makes it easier to
purchase additional products from
the same manufacturer
77%
Source: The Impact of Product Content on Customer Satisfaction Survey, October 2017
Product content impacts customer satisfaction

5. Product content touches several parts of customer journey
• Important at all stages
• Key with loyalty and
decision making
• Customer needs changes
over time
PRE-
PURCHASE
Consider
Research
Evaluate
PURCHASE
POST-
PURCHASE
Engage
Advocate

6. Content supply chain
ConsumersBusiness
create translate deliver

7. Customers want
Relevant product content
• Guide me quickly
• In my language
• Know my preferences and device
• Personalized content
• Easy search and navigation (i.e. taxonomy)
• Digital self-service
• Read my feedback

8. INTERNAL
CHALLENGES

9. Locked in
Silos
LOCKED
Product content challenges today
Flat & Static
Documents
UNSHARED
Not available
on all devices
INCOMPATIBLE
Confusing to
Customers
INCONSISTENT

10. Adopting a component-based solution
10
Modular Content
AUTHORING
Stored Centrally
SHARED COLLABORATION
Accessible to
All Departments
Sales &
Marketing
Research &
Development
Customer
Support
Training &
Learning
ASSEMBLY
Formatted to Customer’s
Need

11. Centralize and reuse content
User Guides
Reference Manuals
Customer Support
Training and Learning

12. Linear documentation doesn’t scale
AUTHOR
CONTENT
CHANNEL
?
?
?

13. Single source – author once, publish many times
AUTHOR
CONTENT
CHANNEL
?

14. Contracting product lifecycles
Research & Development
Market Life
Project Start Global ReleaseEnglish Release Shelf Life
Traditional
Authoring
Research & Development
Global Revenue, Automation & Market Capture
Component
Authoring
TranslationAuthor Review Publish
Author Review Publish Translate
Key:
DTP
DTP

15. Reuse Potential
Hard to reuse
content, challenge
for more than 70%
the companies all
over the world.
Global
Users work around
the globe, how to
manage various
content types?
Content Silos
Document-based
files with no shared
or structured
content in
authoring
Collaboration
How to move away
from PDF comments,
but instead of using a
WIKI style collaborative
platform, tracking the
review in an easy way.
Complexity
How to support
large authoring
team collaboration
with each other?
Easy to use, and
easy to search
Challenges: summarized

16. INTELLIGENT
CONTENT:
MORE FINDABILITY

17. Marketing
Customer
BehaviorBrand Assets Campaigns
Orchestrated Throughout the Organization

18. eCommerce
Customer
BehaviorBrand Assets Campaigns
Product
Catalog
Purchase
Funnel
Merchandising
Management
Orchestrated throughout the organization

19. Product
Manuals
Product
Satisfaction
Online
support
Product
Catalog
Purchase
Funnel
Merchandising
Management
Customer
BehaviorBrand Assets Campaigns
Orchestrated throughout the organization

20. Targeted benefits: lifecycle management
Create a ‘virtuous’ loop and add intelligence to customer experience
Author
Review
Publish
Consume
Feedback
Analytics
• More relevant content
• Better customer experience
• Crowd-sourced solutions
• Faster searches
• More efficient content management
Create a mechanism to capture customer
feedback and community discussions and
use it to improve future content relevance
and experience

21. Taxonomy in user experience
Content tagged with centrally published taxonomy has a rich publishing experience on delivery
• Search
– Indexing Preferred Terms
– Type ahead (classification driven recommendations)
– Non-Preferred Terms
• Navigation
– Customer intuitive product classifications
• Indirect implied tagging & late binding
– Tagging Content with features that represent large sets of
products
• Contextual filtering
– Customer Context is modeled and captured by the Ontology
Semantics
– Content Conditional Publishing using same Taxonomy
values/ID’s
– Content Rendered to the Customer’s specific product context
and profile
Feature=Win10
Product a
Product b
Product c

22. Global Content Strategy
Defines how an organization will use content to achieve its objectives and meet its user needs
Substance
• What kinds of content is needed (topics,
types, sources, etc.)
• What messages does content need to
communicate to audience
Structure
• How is content prioritized, organized,
reused and displayed (can include
information architecture, metadata,
content modeling, link strategies,etc)?
Workflow
• What processes, tools, and human to
launch successfully and maintain ongoing
quality on a global basis?
Governance
• How are key decisions about content and
content strategy made?
• How are changes initiated and
communicated?
Informs how people, specifically content
owners and overseers, will help drive the
content lifecycle (begin with outlining
current state and then add efficiencies)
Informs what the content will be and
how it will be structured (begin with
English content)

23. Component Content
Management
Collaborative
Review
Dynamic
Delivery
IDEAL INTEGRATED AUTHORING SOLUTION

24. Use Enterprise
Taxonomies to
tag content
Make content
findable by applying
consistent
metadata across
the organization
Global
Use a mix of
machine translation
and human
translation
Write components
rather than books
Difficult to reuse
books, so there is a
need to write
reusable
components
Content Strategy
Support entire
content lifecycle
management and
customer needs
Adaptive
Personalization
Use analytics and
machine learning
techniques to ensure
that content is
finding people rather
than other way
around
Intelligent content: summarized

25. RESULTS FROM
CUSTOMER CASE
STUDIES

26. The ACI experience
The beginning
• Feature/functionality content
• Multiple authoring tools
• 78,000 pages of content (growing)
• 0% reuse
Moved to topic authoring and collaborative
review with SDL Knowledge Center in 2013

27. Topic Authoring
Team
Create Knowledge Base
Search for Content
Real Time Collaboration
Reduce Customer Tickets
Business
Improve Consistency
Enhance Usability
Increase Efficiency
Offer Translation
Customers
Reduce Complexity
Integrate Experience
Log Fewer Incidents
Content in First Language

28. ○ Team
– 23% increased productivity
– 92% cases closed
○ Business
– 22% increased consistency
– 13% increased usability
– 19% increased efficiency
○ Customer
– Cases decreased by 17%
– Content in 12 languages
Topic authoring results

29. • Business Savings
– 20-25% in 2016
– Multiple formats: 32 hours
per release
• Customer Impacts
– Consistency throughout
– Targeted content based on
role
– Faster time to market
Content reuse achievements

30. Collaborative Review results
Review Cycle Reduced by 12 DAYS per Release
Reconciliation effort
- 4 days
Publishing
- 2.5 days
Preparation for review
- .5 days
SME Review
- 5 days

31. Policies and procedures: reaping the rewards
• Internal Help Desk (4 people) reallocated to
other positions
• Authoring team content reuse
• Search works and simple organization
– 2015 – Navigated 19% improvement
– 2016 – Navigated 57% improvement

32. ANSWERS
&
QUESTIONS

33. Copyright © 2008-2017 SDL plc. All rights reserved. All company names, brand names,
trademarks, service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may
not be copied, used or distributed except as authorised by SDL.
Software and Services for Human Understanding