Putting Intelligence in Content Delivery with Ann Rockley

@arockley | #infodevworld | www.rockley.com

• More than 15 years’ experience in
Healthcare
• Clinical
• Labeling
• Promotional
• Industry experts
• Structured content strategy
• Content reuse
• Structured content management
systems
• Content globalization strategy
• Multichannel delivery

• CEO and Founder, The Rockley Group
• Creator of the concept of intelligent content
• Founder, Intelligent Content Conference
• Known as the "mother of content strategy"
• Forefront of intelligent content strategy,
reuse, structured content management,
multichannel delivery (Web, eBook, mobile,
print)
• Passionately committed to defining and
sharing industry best practices
• Master of Information Science
• Fellow of the Society for Technical
Communication

• Customers are unable to find what they need
• Too much information
• Don’t know what they need
• Content is too generic

• 100,000 pages of policy and procedure
documentation in two languages
• 29 different types of employee roles
• Initially created web-based versions of the tasks
with multiple links (employees got lost in all the
branching)
• Next they created multiple copies of the task
customized for each role (huge amount of work, high
degree of error when updates are required)

• Dynamic content intranet portal
• Employee profiles that identify role
• Employee requests content, the system configures
the content to match their profile
• Employees can create their own workspace to store
frequently used content for fast retrieval
• Alerts for changed/new content automatically
pushed to employee based on role

• Customized content that meets employee needs
• Significantly reduced authoring workload
• Reduction of errors

• 6 courses, 3 mastery levels
• Each course 700-1000 pages (paper is still common
in financial materials)
• Goal: Online university

• Identify what students need to know
• Create an information model outlining the topics
and mastery levels
• Restructure courses based on model
• Single source topics from a database
• Implement a Learning Management System
• Learner logon enables learner to log on and
receive customized dynamic content

• Customized learning
• Reduced maintenance for content
• Can do more with less
• Was able to implement a brand-new course for a
new type of learner in less than three weeks

• Customer can customize the software
• Add, delete, or change name of fields and windows
• Content is very generic which is confusing to users
• Customers are paying for customizable software,
unhappy with the generic content

• Enable the system administrator to customize the
software
• Software automatically builds a table with the new
values (window names, fields)
• The dynamic delivery engine references the table and
does an “on-the-fly” substitution of variables
• Content is customized to the customer
• Content is customized to the employee

• Customer has customized software and customized
content
• Happy customer
• More effective customer employees

• Intelligent content (self aware)
• Content as application not delivery
• Content as data, not as BLOBs
• Ability to identify and access any piece of content
based on structure
• Ability to assemble content on demand based on
queries

• Based on metadata
• Based on structure
• Based on content
• Faceted navigation (navigation based on categories
or tags)

• Thorough audience analysis
• Know what they need
• When they need it
• In what form they need it
• At what level content is dynamic (topic, section,
paragraph, sentence, word)

• Personas
• Metadata
• Models
• Business rules

• A persona is a profile of a typical user
• This persona lets the designers design content to
meet their needs.

• Side counter
• Many years experience
• Could be asked about almost anything
• Need to know fastest way to respond to customer
needs (e.g., open an account, apply for a credit card)
• Procedural information is primary, policy is
secondary

• The content management system uses metadata to
identify content that is appropriate for a particular
user.
• Static personalized content is created by defining
user business rules then automatically building the
personalized static content that matches the
business rules
• Dynamic personalized content is tied to the user
login. Content is dynamically assembled to meet the
needs of the customer.

• Metadata is critical
• Metadata is matched with the customer profile and
the customer selection to select the content to
display
• Without sufficient metadata dynamic delivery is not
possible

• Role
• Product
• Version
• Market
• Region
• Language

• Determine where content changes based on
metadata
• Information product (document)
• Topic
• Element (e.g., paragraph)
• Variable
• Content must be structured and tagged to support
these requirements

• Business rules match the customer profile, add the
customer request/selection, and determines what to
display
• Business rules example
• If Location = United States select US
• If Language = English display English else display
Spanish
• If Security permission = Level 2 display <= Level 2
• If Role = Side Counter display Side Counter

• Component content management system
• Store and manage content objects
• Reuse
• Metadata
• Workflow
• Translation
• Reports

• Component content management system (CCMS)
• Dynamic delivery engine

• Dynamic delivery
• Integrate with CCMS
• Automatically assemble content based on business
rules and metadata
• Provide user functionality to identify and create
own “workspace”
• Publish content to appropriate channel
(web/mobile, ePUB, PDF)

• Ingeniux, CMS
• Mekon, DITAWeb
• SDL, LiveContent Reach
• Suite Solutions, SuiteShare

• Dynamic content provides an enhanced customer
experience
• Dynamic content is supported by:
 Personas
 Metadata
 Models
 Business rules
 Appropriate technology

rockley@rockley.com

Putting Intelligence in Content Delivery with Ann Rockley

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