Updated for 2015....
It seems sometimes like management engagement with your content strategy is like a great mystical prize sealed up in the highest tower of a maze-like castle; and there’s a huge moat; and the whole thing is on top of a mountain…
To actually reach it is a challenge that will in itself take a strategy, special tools (and weapons?), and a great mountain-climbing, maze-solving team.
Noz Urbina shares some of his experience on how we can get closer to our content strategy objectives by not falling at the first barrier: getting the necessary support to develop and implement it. Based on a career selling content strategies into a diverse range of organisations – from a few hundred staff to tens-of-thousands – some of his tips will involve judicious use of common sense, and others will be potentially surprising. Learn how you can storm that castle, and claim your prize.
Multidimensional Content Strategy: A Plan for Dodging the Oncoming TrainNoz Urbina
The conceptual model of 4D content is one that takes into account not just
the length and width of a content asset, but looks at 'depth' ( related
content, social layers, 'drill down') and 'time' (dynamic,
contextually-relevant and personalised content). It is a model to support
adaptive content personalisation on any device or channel.
Our audiences are ever more adept at ignoring us on an ever growing number
of channels. We are still reeling from the surge of mobile devices in all
their many forms, but we can see wearable technologies and augmented
reality bearing down on us like a freight train.
To respond we must rethink how we work with content at a fundamental level.
The world is four-dimensional place (length, width, depth and time), but
we were raised and trained to think of content as flat, 2D deliverables.
How can actually create and deliver content for everyone and no one at
once? How can we create words and images like Lego that can be dynamically
built into relevant and valuable content for the right person and the
right context?
How can we do all this coherently, without the train hitting us and
smashing our messages into a fragmented mess?
By changing our mindsets, and adopting a content strategy that can support
today’s content initiatives. Check out this session and take the first step
in the right direction.
[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm ind...Noz Urbina
Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations.
Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.
COPE Content Modelling for Adaptive UX - Noz UrbinaNoz Urbina
FIRST PRESENTED AT CONTENT STRATEGY APPLIED 2013, eBay's OFFICES, LONDON, UK
Multi-channel, or COPE (Create Once, Publish Everywhere), content is a bit of a holy grail right now. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, and responsive mobile deliverables. We need to deliver eBooks and syndication services to our partners – even deliver to wearable technologies. All this for the benefit of users, and of course, the organisations that serve them.
Adaptive content is content that is agile enough to realise all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modelling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through the non-terrifying intro to getting started with modelling your own content in a future-proof way.
Content Auditing: Unearthing the Substance of Your BrandRachel Lovinger
I gave this talk at Content Marketing World 2014. It talks about a content strategy practice - content auditing - and how it can benefit content marketing efforts. It includes links to some useful tools and resources.
My slides from LavaCon Dublin, 2016:
Overview:
The cutting edge of modern science and thousands of years of communication history lead us to the same conclusion: we are pattern-based, model-building beings. This can seem either obvious or foreign to you, depending on your background, but rarely when we're talking about structuring information do we properly reconnect with the bigger picture outside the world of words and pictures.
Structured content isn't about XML, DITA or publishing, it's about imbuing content with some universal and deeply human qualities. With those qualities come a myriad of follow-on benefits to reader, writer and brand. With just the right amount of structure we're more engaged, more open-minded, and simply happier. This is true for content, but to prove it generally, we're going to first look at art, music, technology, communication and memory. Doing so we'll see how taking a wider view will help us structure content better, better bridge the silos in our organisations, and delight our customers throughout their journeys.
The wall falls down: Integrating our online and offline worlds [Confab 2015]Noz Urbina
[Confab version of my keynote talk]
There are no longer discrete online and offline worlds. Holding onto this idea is hurting our communications.
In this session, we will take a look at communications that seamlessly blend physical and digital experiences. When you take omnichannel, wearable devices, and the internet of things—and put them together in one integrated ecosystem for users—the dividing line disappears.
What do we gain when we fully integrate online and offline? How should communications change to cope with a life of constantly accelerating change? We’ll look at examples and techniques that can help prepare for this new paradigm.
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, ...Noz Urbina
Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
Multidimensional Content Strategy: A Plan for Dodging the Oncoming TrainNoz Urbina
The conceptual model of 4D content is one that takes into account not just
the length and width of a content asset, but looks at 'depth' ( related
content, social layers, 'drill down') and 'time' (dynamic,
contextually-relevant and personalised content). It is a model to support
adaptive content personalisation on any device or channel.
Our audiences are ever more adept at ignoring us on an ever growing number
of channels. We are still reeling from the surge of mobile devices in all
their many forms, but we can see wearable technologies and augmented
reality bearing down on us like a freight train.
To respond we must rethink how we work with content at a fundamental level.
The world is four-dimensional place (length, width, depth and time), but
we were raised and trained to think of content as flat, 2D deliverables.
How can actually create and deliver content for everyone and no one at
once? How can we create words and images like Lego that can be dynamically
built into relevant and valuable content for the right person and the
right context?
How can we do all this coherently, without the train hitting us and
smashing our messages into a fragmented mess?
By changing our mindsets, and adopting a content strategy that can support
today’s content initiatives. Check out this session and take the first step
in the right direction.
[soap Keynote] The Freedom to Grow: how standards facilitate the techcomm ind...Noz Urbina
Standards – either in the XML sense or simply communication best practices –help grow, accelerate and “professionalise” an industry. Would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and scale beyond our expectations.
Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no one organisation has the time or funds to re-invent every solution on their own. Standards help an organisation with little funds tackle larger challenges, and larger organisations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward.
COPE Content Modelling for Adaptive UX - Noz UrbinaNoz Urbina
FIRST PRESENTED AT CONTENT STRATEGY APPLIED 2013, eBay's OFFICES, LONDON, UK
Multi-channel, or COPE (Create Once, Publish Everywhere), content is a bit of a holy grail right now. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, and responsive mobile deliverables. We need to deliver eBooks and syndication services to our partners – even deliver to wearable technologies. All this for the benefit of users, and of course, the organisations that serve them.
Adaptive content is content that is agile enough to realise all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modelling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through the non-terrifying intro to getting started with modelling your own content in a future-proof way.
Content Auditing: Unearthing the Substance of Your BrandRachel Lovinger
I gave this talk at Content Marketing World 2014. It talks about a content strategy practice - content auditing - and how it can benefit content marketing efforts. It includes links to some useful tools and resources.
My slides from LavaCon Dublin, 2016:
Overview:
The cutting edge of modern science and thousands of years of communication history lead us to the same conclusion: we are pattern-based, model-building beings. This can seem either obvious or foreign to you, depending on your background, but rarely when we're talking about structuring information do we properly reconnect with the bigger picture outside the world of words and pictures.
Structured content isn't about XML, DITA or publishing, it's about imbuing content with some universal and deeply human qualities. With those qualities come a myriad of follow-on benefits to reader, writer and brand. With just the right amount of structure we're more engaged, more open-minded, and simply happier. This is true for content, but to prove it generally, we're going to first look at art, music, technology, communication and memory. Doing so we'll see how taking a wider view will help us structure content better, better bridge the silos in our organisations, and delight our customers throughout their journeys.
The wall falls down: Integrating our online and offline worlds [Confab 2015]Noz Urbina
[Confab version of my keynote talk]
There are no longer discrete online and offline worlds. Holding onto this idea is hurting our communications.
In this session, we will take a look at communications that seamlessly blend physical and digital experiences. When you take omnichannel, wearable devices, and the internet of things—and put them together in one integrated ecosystem for users—the dividing line disappears.
What do we gain when we fully integrate online and offline? How should communications change to cope with a life of constantly accelerating change? We’ll look at examples and techniques that can help prepare for this new paradigm.
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, ...Noz Urbina
Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
Connecting Intelligent Content with Micropublishing and BeyondDon Day
This presentation will describe and demonstrate a grand unified vision for pulling together different kinds of single-page products for the Web, for print, and more. Lessons from this model can give you an edge in market-leading adoption of the next great thing after micropublishing, the current trend.
What “Model” DITA Specializations Can Teach About Information ModelincDon Day
The DITA Open Toolkit download site includes several demo specializations that few people discover and use. In this webinar, DITA maven, Don Day, will use these examples to highlight the role of information modelling that led to each specialization. Don will highlight the key points of how each specialization was created, or how semantics were introduced into the specialization, and a whole lot more.
Content Architecture for Rapid Knowledge Reuse-congility2011Don Day
A familiar content issue is gathering and integrating the knowledge of isolated subject matter experts (SMEs) throughout an organization into a robust content strategy. This presentation will give you some perspectives on how to engage your SMEs in contributing their knowledge as directly as possible in a structured format for ease of integration into a larger, more versatile content strategy. The first part of this presentation will lay out an architecture for a cross-organization, single source content strategy based on DITA (Darwin Information Typing Architecture) for this example. The second part of the presentation considers the use of that architecture for handling information flows during a disaster response. The system must allow people to respond appropriately to the rapid influx of disparate questions at the same time as receiving large quantities of information from multiple data sources of variable reliability. The use of structured content based on DITA can contribute to the effective use of information in a crisis.
[Workshop] The incremental steps towardsdynamic and embedded content deliver...Noz Urbina
[A variant of my 2013 Technical Communcations UK presentation]
Dynamic delivery is delivery of context-appropriate information that can be assembled at the time of request with the most up-to-date, relevant content appropriate for the user and interface in question.
Embedded content is where content becomes a seamless part of device interfaces. Products become “self-describing”, allowing users to work uninterrupted by the need to open help files or manuals.
Many aspire to working in this way, but few (so far) have achieved it. This workshop looks at the benefits, requirements, and barriers related to these new types of delivery.
We will look at:
Why should we bother with this type of delivery?
What type of techniques, technologies and skills are required to realise such a system?
What are the risks at each stage?
Dita for the web: Make Adaptive Content Simple for Writers and DeveloperDon Day
Lavacon 2013, Portland, Oregon
On the challenges of implementing structured, in-browser editing environements for creating adaptive content for the Web.
Exploiting Layout and Content
Don Day, Contelligence Group
Companies often have a problem in capturing the experience of their technical or field personnel if the that person falls back to using email or a favorite word processor on a whim to record their knowledge.
Particularly in the support arena, special tools have been devised to try to capture and correlate the knowledge that is often created in the course of handling support calls. Lately, and across wider domains of knowledge or disciplines, wikis have been used with varying success for capturing at least some of that otherwise misplaced knowledge. But even on a centralized resource like a wiki, there is still the problem of how to retrieve and reuse that content as a more strategically-tagged corporate asset.
The DITA Content Collaboration project seeks to make DITA authoring commonplace for scenarios in which content creators can benefit from the structuring disciplines of this tool.
This presentation demonstrates a structured approach to collaborative writing that benefits the preservation and curation of valued, yet too-often marginalized content of knowledge workers in an organization or company.
LavaCon 2012: How to Deliver the Wrong Content to the Wrong Person at the Wro...Don Day
This session will offer a simple primer on how to help good content go bad. It’s surprisingly easy to mess up content delivery, and we’ll prove it by looking at some of the inappropriate and amusing examples that are served up daily all over the Internet. Using a simple three step approach, you too can be guaranteed to botch content delivery. Communicators from marketing, technical, or other fields probably insist on excellent content delivery. We will give in to them and also prove that delivering relevant, timely, and personalized content is just as easy and demonstrate how it can be done.
The Internet is Everywhere – So What's Changed? [Noz Urbina, DITA EU 2013]Noz Urbina
The word “internet” is 30 years old, the actual networks even older. Email is nearly 40 years old. We now live in a world where professional-and-parenting-age adults have never known a World Without Web. But what has the impact been? This generation—and the internet user population as a whole—is consuming content in wildly different ways. Each new experience immediately sets new expectations for the future, creating a snowball effect. This session will look at that snowball, try to demonstrate quite how enormous it truly is, and discuss how DITA content helps us address a new crop of user expectations. We will look at how the true scale of changes in culture and expectations that impact communication, real-world scenarios where user and products will operate differently and why DITA is ideal to address the new challenges.
Adaptive Content is high on everyone's mind, thanks to Responsive Web Design, new Google ranking strategies, customer demand and more. Problem is, how do we do it? This is where Content Marketing and Content Strategy meet Content Engineering. Get the big picture and see how others are doing it.
Presented to Austin Content Meetup, 21 November 2013 by Don Day.
This is Your Brain on Content: Cognitive Science Lessons for Content StrategyNoz Urbina
A 'director's cut' of my Biological Imperative for Adaptive Content session from earlier this year.
The thesis: semantic, structured content is more suited to our brains natural functioning and mechanisms than traditional, unstructured content. It’s counter-intuitive, but is it true?
Our basic understanding of communicating content has changed. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity?
Contemporary research in cognitive science and neurobiology can offer us new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy, looking at how we can break out of our current mindsets, deconstruct old habits, and see justification for new ones around user needs. It offers cognitive science
and neurolobiology lessons relevant to today’s content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users.
This session will cover models and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies couched in the most human of terms.
Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]Noz Urbina
[A variant of my session from http://bit.ly/nozu_istc13a now with "The bright side of the NSA scandal!]
This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications.
If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products.
Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place.
This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.
Don Day relates the background and development of IBM's prototype DITA Wiki, a collaborative tool for extending the uptake of DITA within IBM by teams not necessarily trained as technical writers.
The Biological Imperative for Intelligent ContentNoz Urbina
[Originally presented at Intelligent Content 2014] It's been about 1000 years since the last time our basic understanding of communicating content has changed as much as it's changing today. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity? There is a way to understand, master, and even leverage all this change before competitors beat you to it. This isn’t an industry issue. The challenges around discussing and making full use of today’s digital communication platforms are faced by all cultures around the world as they adopt them.
Contemporary research in cognitive science and neurobiology, leads us to new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy. It offers cognitive science and neurolobiology lessons relevant to today's content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users.
Don’t worry – this session isn't a jargon-filled nerd-fest, but a roadmap to navigating the world of content, today and tomorrow. It will cover techniques and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies.
The Wall has Come Down: Integrating our Online and Offline Worlds (IoT / Wear...Noz Urbina
Thesis: There are no longer discrete online and offline worlds. Holding onto this idea is hurting our communications.
In this session we take a look at the medium and long-term implications of wearable devices and the internet of things. Walking through a journey of realisation across 2 years, we'll go through what it means to content when you take omnichannel, wearable devices and the internet of things and put them together in one integrated ecosystem.
Screens are shrinking and working in tandem; connectivity is marching on towards ubiquity. Eventually there comes a point where the online world or ‘digital space’ and our real-life day-to-day will integrate so seamlessly that differentiating them will seem antiquated.
What does that mean to communication and content? What happens when Moore’s Law applies to our lives? What is the impact on information, technology and eventually culture? How should communications change to cope with a life of constantly accelerating change?
We'll will address these questions and more.
BUILDING YOUR ADAPTIVE MODEL: Setting Goals Using the Adaptive Content Maturi...Don Day
Presented by Don Day and Jenny Magic
Delivering the right content to the right audience at the right time can be challenging. Enter adaptive content. This session will introduce you to the concept of adaptive content, explain how it works, and outline a step by step path via the Adaptive Content Maturity Model.
In this session, you will learn:
The differences between Adaptive Content, Personalized Content, Intelligent Content, and Responsive Web Design.
The key qualities of Adaptive Content with a checklist for evaluating your content.
The 5 phases of Adaptive Content, via the Adaptive Content Maturity Model.
We will conclude with tips for assessing planning goals and adopting Adaptive Content in your organization.
EFFECTIVE TACTICS OF CONTENT MARKETING FOR THE ENTIRE SALES FUNNEL
About the strategic and practical direction in which all parts of your organization should be headed.
Connecting Intelligent Content with Micropublishing and BeyondDon Day
This presentation will describe and demonstrate a grand unified vision for pulling together different kinds of single-page products for the Web, for print, and more. Lessons from this model can give you an edge in market-leading adoption of the next great thing after micropublishing, the current trend.
What “Model” DITA Specializations Can Teach About Information ModelincDon Day
The DITA Open Toolkit download site includes several demo specializations that few people discover and use. In this webinar, DITA maven, Don Day, will use these examples to highlight the role of information modelling that led to each specialization. Don will highlight the key points of how each specialization was created, or how semantics were introduced into the specialization, and a whole lot more.
Content Architecture for Rapid Knowledge Reuse-congility2011Don Day
A familiar content issue is gathering and integrating the knowledge of isolated subject matter experts (SMEs) throughout an organization into a robust content strategy. This presentation will give you some perspectives on how to engage your SMEs in contributing their knowledge as directly as possible in a structured format for ease of integration into a larger, more versatile content strategy. The first part of this presentation will lay out an architecture for a cross-organization, single source content strategy based on DITA (Darwin Information Typing Architecture) for this example. The second part of the presentation considers the use of that architecture for handling information flows during a disaster response. The system must allow people to respond appropriately to the rapid influx of disparate questions at the same time as receiving large quantities of information from multiple data sources of variable reliability. The use of structured content based on DITA can contribute to the effective use of information in a crisis.
[Workshop] The incremental steps towardsdynamic and embedded content deliver...Noz Urbina
[A variant of my 2013 Technical Communcations UK presentation]
Dynamic delivery is delivery of context-appropriate information that can be assembled at the time of request with the most up-to-date, relevant content appropriate for the user and interface in question.
Embedded content is where content becomes a seamless part of device interfaces. Products become “self-describing”, allowing users to work uninterrupted by the need to open help files or manuals.
Many aspire to working in this way, but few (so far) have achieved it. This workshop looks at the benefits, requirements, and barriers related to these new types of delivery.
We will look at:
Why should we bother with this type of delivery?
What type of techniques, technologies and skills are required to realise such a system?
What are the risks at each stage?
Dita for the web: Make Adaptive Content Simple for Writers and DeveloperDon Day
Lavacon 2013, Portland, Oregon
On the challenges of implementing structured, in-browser editing environements for creating adaptive content for the Web.
Exploiting Layout and Content
Don Day, Contelligence Group
Companies often have a problem in capturing the experience of their technical or field personnel if the that person falls back to using email or a favorite word processor on a whim to record their knowledge.
Particularly in the support arena, special tools have been devised to try to capture and correlate the knowledge that is often created in the course of handling support calls. Lately, and across wider domains of knowledge or disciplines, wikis have been used with varying success for capturing at least some of that otherwise misplaced knowledge. But even on a centralized resource like a wiki, there is still the problem of how to retrieve and reuse that content as a more strategically-tagged corporate asset.
The DITA Content Collaboration project seeks to make DITA authoring commonplace for scenarios in which content creators can benefit from the structuring disciplines of this tool.
This presentation demonstrates a structured approach to collaborative writing that benefits the preservation and curation of valued, yet too-often marginalized content of knowledge workers in an organization or company.
LavaCon 2012: How to Deliver the Wrong Content to the Wrong Person at the Wro...Don Day
This session will offer a simple primer on how to help good content go bad. It’s surprisingly easy to mess up content delivery, and we’ll prove it by looking at some of the inappropriate and amusing examples that are served up daily all over the Internet. Using a simple three step approach, you too can be guaranteed to botch content delivery. Communicators from marketing, technical, or other fields probably insist on excellent content delivery. We will give in to them and also prove that delivering relevant, timely, and personalized content is just as easy and demonstrate how it can be done.
The Internet is Everywhere – So What's Changed? [Noz Urbina, DITA EU 2013]Noz Urbina
The word “internet” is 30 years old, the actual networks even older. Email is nearly 40 years old. We now live in a world where professional-and-parenting-age adults have never known a World Without Web. But what has the impact been? This generation—and the internet user population as a whole—is consuming content in wildly different ways. Each new experience immediately sets new expectations for the future, creating a snowball effect. This session will look at that snowball, try to demonstrate quite how enormous it truly is, and discuss how DITA content helps us address a new crop of user expectations. We will look at how the true scale of changes in culture and expectations that impact communication, real-world scenarios where user and products will operate differently and why DITA is ideal to address the new challenges.
Adaptive Content is high on everyone's mind, thanks to Responsive Web Design, new Google ranking strategies, customer demand and more. Problem is, how do we do it? This is where Content Marketing and Content Strategy meet Content Engineering. Get the big picture and see how others are doing it.
Presented to Austin Content Meetup, 21 November 2013 by Don Day.
This is Your Brain on Content: Cognitive Science Lessons for Content StrategyNoz Urbina
A 'director's cut' of my Biological Imperative for Adaptive Content session from earlier this year.
The thesis: semantic, structured content is more suited to our brains natural functioning and mechanisms than traditional, unstructured content. It’s counter-intuitive, but is it true?
Our basic understanding of communicating content has changed. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity?
Contemporary research in cognitive science and neurobiology can offer us new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy, looking at how we can break out of our current mindsets, deconstruct old habits, and see justification for new ones around user needs. It offers cognitive science
and neurolobiology lessons relevant to today’s content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users.
This session will cover models and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies couched in the most human of terms.
Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]Noz Urbina
[A variant of my session from http://bit.ly/nozu_istc13a now with "The bright side of the NSA scandal!]
This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications.
If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products.
Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place.
This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.
Don Day relates the background and development of IBM's prototype DITA Wiki, a collaborative tool for extending the uptake of DITA within IBM by teams not necessarily trained as technical writers.
The Biological Imperative for Intelligent ContentNoz Urbina
[Originally presented at Intelligent Content 2014] It's been about 1000 years since the last time our basic understanding of communicating content has changed as much as it's changing today. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity? There is a way to understand, master, and even leverage all this change before competitors beat you to it. This isn’t an industry issue. The challenges around discussing and making full use of today’s digital communication platforms are faced by all cultures around the world as they adopt them.
Contemporary research in cognitive science and neurobiology, leads us to new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy. It offers cognitive science and neurolobiology lessons relevant to today's content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users.
Don’t worry – this session isn't a jargon-filled nerd-fest, but a roadmap to navigating the world of content, today and tomorrow. It will cover techniques and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies.
The Wall has Come Down: Integrating our Online and Offline Worlds (IoT / Wear...Noz Urbina
Thesis: There are no longer discrete online and offline worlds. Holding onto this idea is hurting our communications.
In this session we take a look at the medium and long-term implications of wearable devices and the internet of things. Walking through a journey of realisation across 2 years, we'll go through what it means to content when you take omnichannel, wearable devices and the internet of things and put them together in one integrated ecosystem.
Screens are shrinking and working in tandem; connectivity is marching on towards ubiquity. Eventually there comes a point where the online world or ‘digital space’ and our real-life day-to-day will integrate so seamlessly that differentiating them will seem antiquated.
What does that mean to communication and content? What happens when Moore’s Law applies to our lives? What is the impact on information, technology and eventually culture? How should communications change to cope with a life of constantly accelerating change?
We'll will address these questions and more.
BUILDING YOUR ADAPTIVE MODEL: Setting Goals Using the Adaptive Content Maturi...Don Day
Presented by Don Day and Jenny Magic
Delivering the right content to the right audience at the right time can be challenging. Enter adaptive content. This session will introduce you to the concept of adaptive content, explain how it works, and outline a step by step path via the Adaptive Content Maturity Model.
In this session, you will learn:
The differences between Adaptive Content, Personalized Content, Intelligent Content, and Responsive Web Design.
The key qualities of Adaptive Content with a checklist for evaluating your content.
The 5 phases of Adaptive Content, via the Adaptive Content Maturity Model.
We will conclude with tips for assessing planning goals and adopting Adaptive Content in your organization.
EFFECTIVE TACTICS OF CONTENT MARKETING FOR THE ENTIRE SALES FUNNEL
About the strategic and practical direction in which all parts of your organization should be headed.
How do you create a User Centred Design culture when the user doesn't even get a mention at the table? Two years ago, I made a bold career move - moving from Australia's largest UX consultancy (Stamford Interactive) where everybody was a UXer to a consultancy where UX was someone else's remit and the UX community hadn't heard or couldn't even pronounce the company's name (DiUS). My goal was to help DiUS not just build products right, but to build the right products.
In this talk I'll share my last two years at DiUS and discuss how I've tried to shift the focus from 'tech stack' conversations to conversations that talks about human centred design, design thinking, end users and customers.
It hasn't been all smooth sailing. So I'll share my approach and strategy, and delve into what has worked and what hasn't.
And as always, I'll engage the audience using some live online polling tools.
http://www.uxaustralia.com.au/conferences/uxaustralia-2016/presentation/building-the-right-products/
Case Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy...G3 Communications
In this presentation, Michael Brenner offers an in-depth look at what it takes to create a successful content hub for your brand. Michael will also explain the relationship between getting found (SEO) getting shared (social) and getting leads (conversion), and show how effective content drives this relationship.
Presented at Open Source 101 2023 - Charlotte
Presented by Swarna Podila
Title: The Mystical Nature of Open Source Marketing
Abstract: Marketing, in general, is probably an enigmatic function for most folks who are not familiar with the function. While one may misconstrue that the Marketing team handles conferences and/or events, let us take a moment to recognize that that is not all that the Marketing team is responsible for. The marketing team is like a beautiful layer cake that has multiple functions within, with each team having a unique responsibility for creating, generating, and nurturing awareness and demand for the company and company’s product portfolio in the relevant markets.
And if you think that was nuanced, wait until you hear about the elaborate and orchestrated coordination that is required in “Open Source Marketing”.
In this session, I will talk about the fundamental differences in traditional B2B (business-to-business) marketing approaches and open source marketing approaches. The audience will understand the importance of the differences in approaches and will walk away with a better understanding of Open Source Marketing.
Some is better than none product camp - aug 2019Amir Ansari
I had the pleasure of attending the amazing #pcampmelb 2019 un-conference ran by @Product Anonymous Group. My talk on importance of user / customer research via qualitative methods (e.g. interviews) was selected by attendees. Conducting such research (even if very small, quick and sharp) can go a long way in ensuring you make the right product decisions and de-risk building a product based on internal assumptions and anecdotes.
My talk was to help product people and practitioners fight the good fight and arm themselves with rationale when they encountered resistance.
This presentation is an introduction to some of the key elements of Product Strategy for early-stage startup founders. Product people who are interested in saving time & money while gaining feedback quickly and validating their business model & product decisions early might be interested as well.
I am a consultant on Product Strategy for small & big enterprises. Find out more about my work & connect with me: about.me/marc.lange
This keynote presentation was given by me at Google Launchpad Munich on the 2nd of March. To find out more about Google Launchpad, the global, event-based micro-accelerator, check out this link: https://developers.google.com/startups/launchpad
I am a Google Head Expert on Product Strategy. See my profile here: https://developers.google.com/experts/people/marc-c-lange
Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel t...CompellingPM
Too often, those of us in the product marketing role are not doing enough to help our sales team or sales channel be successful. Our typical approach to helping is to provide a new salesperson with some marketing collateral and a product presentation and then wish them luck as they look for prospects and try to close deals with anyone that listens. This approach is sufficient for the star salespeople as they intuitively know how to talk with the right potential buyers about their problems and then show these buyers how to solve these problems with their products or services. But unfortunately, this only represents about 20% of salespeople. The other 80% of sales people need more training and coaching to be successful and we as product marketers need to help them be successful. This is the process of “Sales Enablement”.
What happens when we don’t engage in the sales enablement process? Sales people pursue opportunities that don’t fit well with your solution, speak with the prospects that aren’t really decision makers, sell solutions that you don’t really have and the list can go on. But the overall resulting impact is wasted time and effort in pursuing the wrong opportunities, confusion in the market place and poor sales results.
In this webinar, you’ll learn how to create a Sales Enablement program that will make your sales channel significantly more productive and close better deals faster for your products.
In this webinar, you’ll learn:
Why the typical approach to enabling sales doesn’t work.
The key goals of a successful Sales Enablement program.
The core tools you need to develop to effectively enable your sales channel.
Best practices to make sure the Sales Enablement program is effectively implemented.
UserTesting Webinar - Mapping experiences: from insight to ActionUserTesting
Visualization diagrams are a key tool that help organizations compile business insights from a variety of sources and translate them into a universally-understandable format. Producing these diagrams requires empathy for customers, the ability to organize a wealth of information, and visual storytelling skills. In this webinar, Jim guides you in his tried-and-tested methods to create value through journeys, blueprints, and diagrams.
Playing to Win: Create Evergreen and Topical Content From the Same SourceNoz Urbina
Slides from the webinar of the same name, hosted by Mintent Software (https://www.getmintent.com/blog/resources/intelligent-content-demand-webinar/):
How intelligent content can bridge the divide between the latest ‘hot’ topics, and content that outlives the rest by being useful for audiences over long periods of time. You will hear from Mintent CEO Matt Dion, and world-renowned content strategist- Noz Urbina about how you can rethink your content to allow assets to nurture leads with up-to-the-minute fresh content, while still making those same assets deliver longer term ROI. You'll also learn to break out of the struggle of justifying creation of content that goes through a short commission-publish-forget cycle.
Get practical tips for getting started today!
Rejigging your mindset for the future of content work [ISTC13]Noz Urbina
This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications.
If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products.
Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place.
This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.
Adaptive Content & Responsive design: the content challengeNoz Urbina
Responsive (and Adaptive) design can sometimes be thought of as the art and science of hammering round pegs into square holes. Content that isn’t properly structured and controlled with a solid content strategy can struggle to properly adapt to different display contexts. Noz Urbina looks at how CS and UX professionals can work together to engage and please users in a multi-device world.
Lessons learned from this session:
This session received strong reviews. People were quite engaged by the concept of Adaptive Content.
Questions focussed around the IA/CS relationship: How and where is IA handled inside body content and how can teams work together. The answer is generally: much more closely. CSs are both guiding and soliciting the support of IAs to extend real structure and semantics into body content blocks to enable reuse, tranformation and filtering. IA and CS professionals need to work more closesly for Adaptive Content than they would otherwise.
Originally presented 2013-06-18 at UXPA UK (User Experience Professionals Association UK) event held at Sapient Nitro's offices in London. Organised by Lisa Moore, WriteByte.
Choosing a CMS: One Management System to Rule Them All?Noz Urbina
[Originally Presented as part of the DCL Learning Series http://bit.ly/Wgfmfx]
With so many “MSs” on the market today — CCMS, CMS, DMS, WCMS, ECMS, LMS, PLMs, CRMs and more — what do you need, and how integrated can or should they be? Can you have the sought-after unified content strategy without a common software platform?
With the myriad of options, many potential users, and worse, the procurement staff who need to supply them with tools, don’t know really know the real, detailed differences between them. This session will help you navigate the forest of MSs by looking at three common types—Component CMS, Web CMS, Document MS—the differences between them, how they can be combined to support some common content scenarios like technical communications, web delivery, and document regulation and audit-trail control (and a little on mobile devices while we’re at it).
Leveraging Your Business Assets with Multichannel Publishing [Noz Urbina]Noz Urbina
If properly integrated into a content strategy, multi-channel publishing has the ability to multiply the value of existing asset across various contexts and scenarios. Going beyond mere “web + mobile” a true multi-channel content strategy can look at making content and surrounding processes ready for reuse and curation across a theoretically unlimited number of formats. Across various verticals and industries an integrated and consistent strategic approach to content can improve brand impression in the market, save bottom line costs, and increase customer engagement.
Although extensive benefits are on offer, tackling such a strategy is not for the faint of heart. Usually a cross-disciplinary team and a good series of management presentations are required before content silos can be integrated, and collaboration can begin.
In this session you’ll learn about: Why multichannel? Why now? What does multichannel content even look like? Who you need to get on board, and how to sell them the vision. How to take baby steps to success
Giving Customers What They Want: Integrating Content into the Customer LifeCy...Noz Urbina
Modern product development (especially in the software industry) is a faster-paced and more iterative process than ever before. In business-to-business and business-to-consumer markets, globalization puts added pressures on innovation and the ability to give specific audiences the customer experience they are after.
Using both theory and case studies, this presentation will address ways of increasing the customer experience by:
Being the user advocate in product design for a more consistent, streamlined user experience.
Ensuring your content management process can handle the future of content delivery, embedded
User Assistance (eUA) and dynamic, multi-device, mobile-ready content experiences.
Using tech comm to bridge development, support and content by soliciting and actioning customer feedback.
Structuring for success in the face of diversifying, accelerating product development requirements with topic-based authoring, structure, metadata and content management.
Updating your content strategy for a community driven world - PubExp12Noz Urbina
With market demands and user expectations advancing at an ever increasing pace, the modern publisher needs to learn to listen. Content assets are no just longer things you commission and publish. Community-generated assets need curation and management in a new way. Have you updated your process for this new world?
Presented at Publishing Expo 2012 at Earls Court 2, London by Noz Urbina, Senior Consultant, Mekon.
Delivering Dynamic Content Solutions using XML - PubExp12Noz Urbina
Presented at Publishing Expo 2012 at Earls Court 2, London by Noz Urbina, Senior Consultant, Mekon. Developed in collaboration with Mark Poston, Senior Consultant, Mekon.
This presentation looks at how an XML-based architecture can act as an enabler for content solutions across diverse scenarios.
By enabling content curation and recombination for new deilverables, publishers can leverage existing assets for new benefits.
It explores ways in which XML can be dynamically delivered to web and mobile applications with examples including location-aware solutions and socially enabled content.
Supporting the brand with reusable content - CSA12Noz Urbina
Learn about how overcoming content strategy silos can impact your brand and revenues.
This presentation will look at how trends in modern purchasing habits and content consumption are driving more holistic content strategies. Today's content must be more agile, and there is more pressure for portable, multi-purpose content assets.
The case study portion will look at a manufacturer of medical devices that developed a global CS to bring benefits to both brand equity and bottom line. In it, users are able to access and contribute to content from any device or platform, and build up their own content stories from reusable modules, deliverable to any format. This case study is also contained in Ann Rockley's new book: Managing Enterprise Content - An Unified Content Strategy.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
5. @nozurbina
Our mission
1. Doing your research and choosing your
team
2. Planning and equipment
3. Climbing
4. Storming the castle
5. Getting back down
5
@nozurbina
8. @nozurbina
Doing your research
• Validate what
you think you
want
–Audience
–Requirements
–ROI
“It is only one who is
thoroughly
acquainted with the
evils of war
that can thoroughly
understand the
profitable way of
carrying it on.”
– SunTzu
8
9. @nozurbina
Doing your research
• Find out how
you’ll know
when you have it
–Success
metrics
–Audit
“The general...
whose only thought
is to protect his
country and do good
service... is the jewel
of the kingdom.”
– SunTzu
9
10. @nozurbina
Doing your research
• Find out if it’s
even remotely
possible
–Current corporate
climate
–Other big
spends/initiatives
“Bravery without
forethought,
causes you to fight
blindly and
desperately like a
mad bull.”
– SunTzu
10
11. @nozurbina
Pitfalls
All ideas and no
tech
All tech and no
human issues
Lack of
Metrics
Not realising
you’re pitching
Thinking
people care
about content
bit.ly/notking
11
17. Org chart bingo
$$$
Influencer
Minor
Influencer
...
Influencer
... ...
Influencer
$$
Competitor ...
Your boss $
... You
“Ultimate
excellence lies
not in winning
every battle, but
in defeating
without ever
fighting.”
– SunTzu
+
+
+
- ?
x
n
-
For
Against
Neutral
Undecided
Unknown
Irrelevant
+
-
x
n
?
+
? ?
++
17
18. Audience/benefits/needs map
Your idea
Quality (QM)
•Errata Sheet Process
•Doc Guidelines
•Process alignment
•…
Legal & Patent
•Trademarks
•Disclaimer
•IP Protection
•…
Communication
•Corporate Design
•Document distribution
(e.g. via Internet)
•…
Sales &
Marketing
•Document release
•Requirement capturing
•Localization
•… R&D
•Document creation
•Design automation
•Tool support service
•Template service
•…
IT
•Tool evaluation
•Tool implementation
•Process / Tool support
•…
Page 18
19. @nozurbina
Work streams
Market research &
cross-functional
alignment
Standards, process
& UX design
Content
transformation
Tool selection
Staffing /
(re)education
25. @nozurbina
Castle map with BUs
(acquired)
VPs
"Sell""Make"
Product
Mgmt
Dev
Support
Docs &
Train
Pre
Sales
Eng.
Field
App
Eng.
S&M
Es
25
26. @nozurbina
Castle map with BUs
(acquired)
VPs
"Sell""Make"
Product
Mgmt
Dev
Support
Docs &
Train
Pre
Sales
Eng.
Field
App
Eng.
S&M
Es“There are only two
methods of attack:
direct and indirect; yet
in combination these
give rise to
an endless series of
manoeuvres.”
– SunTzu
26
30. ______’s (Content) Strategy
Corporate Strategy
• Be most innovative
provider of solutions
into key markets:
– ...
– ...
– ...
Content Strategy
• Treat information as a
business asset
– “Innovative”:
knowledge that’s
easily shared &
accessed
– “Solution”: content
integrated into
product offering
30
31. Why we’re doing this –
elevator pitch
Agile change-over
necessitates
major rethink
Which anyway we
haven’t had in far too
long
2
Current tools
going End of Life
1
We were spending
(big) money in the
wrong places
Poor customer data and
analytics = ineffective
use of resources,
financial waste, unhappy
customers & staff
3
32. Goals/Outcomes
Situation analysis
(SWOT: for people, process,
positioning, platform)
Fleshing out user
journeys/stories
Building domain
model
(shared picture of the world)
Begin to define
project vision &
initial scope
Finding
justification
(quantitative: stats, dollars; &
qualitative: stories,
soundbites)
Choosing our key
allies
(influence, funding)
33. The 4Ps
• Required
Tools and
support
• Credibility
• Authority
• Alignment
• ROI
• Changes to
work
• Who’s affected?
• Who’s needed?
People Process
PlatformPosition
33
Program not project!
34. @nozurbina
Sample tool selection
short list
“Killer” Requirements
DITA CCMSs References CMS
Compatibility /
Flexibility
Multi-
platform
Standard
Support
Roadmap
xxx
xxx
xxx
xxx
34
35. @nozurbina
Pitch checklist
Itemised budget and ROI over time
5 Year TCO
Key milestones / Escape points
Risk matrix and mitigation plan
Market references
“What if we do nothing”?
Contextual alignment
35
36. Why we’re doing this –
elevator pitch
Agile change-over
necessitates
major rethink
Which anyway we
haven’t had in far too
long
2
Current tools
going End of Life
1
We were spending
(big) money in the
wrong places
Poor customer data and
analytics = ineffective
use of resources,
financial waste, unhappy
customers & staff
3
39. @nozurbina
THANK YOU!
39
Image attributions: http://bitly.com/bundles/nozurbina/5
Email me storming challenges:
noz.urbina@urbinaconsulting.com
@nozurbina
@thecsbook
You might also like:
Editor's Notes
Croatian War of Independence
http://upload.wikimedia.org/wikipedia/commons/b/ba/Medak_pocket_battle_map.png
“Know yourself and you will win all battles” – Sun Tzu
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu
This will help you do what you're already trying to do
Tie into corporate vision statement
“Success is gained by carefully accommodating ourselves to the enemy's purpose” – Sun Tzu
Metrics Baseline AND Success
This will help you do what you're already trying to do
Tie into corporate vision statement
Are you great in writing but not so good in front of an audience?
Are you a tools geek?
Are you a visionary but not someone who does or finishes things very well on a deadlines?
The impact of physical distance varies greatly from project to project
No content lifecycle = endlessly growing mass of content, not governed or reviewed
Creating tables of stats
Number of manuals has doubled (do year by year)
Staff totals have remained level or even slightly reduced
Timeliness has dropped
Quality and customer satisfaction are unknown and unquantifiable
Moral is middling to low, dedication and ambition is high.
ROI is typically 30-40% - very likely that TSYS is at high end of potential return because of current processes and issues
= 1.4M / annual potential return of value to the business
Not know what other things are going
When are budget cycles
Have they just signed a huge agreement to buy another massive enterprise system?
PSP: Figuring out when and how (you think) you're going to get it
Does your audience love services, not like tools, or vice versa?
Lack of change management
Croatian War of Independence
http://upload.wikimedia.org/wikipedia/commons/b/ba/Medak_pocket_battle_map.png
Content (strategy) isn’t an end in itself – it’s a means to support and further corporate goals.
Alignment with other initiatives
Tie into corporate vision statement
“This will help you do what you're already trying to do”
look at how ready your content is for delivery to wearable screens
Consider what data wearable can generate to tell you about users’ real lives
look at how ready your content is for delivery to wearable screens
Consider what data wearable can generate to tell you about users’ real lives
Positioning splits up into credibility and authorityCredibility is your reputation for adding valueThis helps you take on senior management of other departments
look at how ready your content is for delivery to wearable screens
Consider what data wearable can generate to tell you about users’ real lives