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.

1. Supporting the brand with reusable
content
Supporting the brand with technical
content
How to get happier customers by overcoming
content silos
Noz Urbina – Principal Consultant
Mekon Ltd.
noz.urbina@mekon.com
lessworkmoreflow.blogspot.com // @nozurbina
@nozurbina
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2. Me
~ Consultant/Trainer for Mekon Ltd.
– Content strategy, Technical Communications focus
– Mekon 20 years, me 10 years in content and mark-up
– Small-to-medium-to-huge enterprises
~ Chairperson for Congility Events (congility.com)
– Today’s Content Needs Agility
@nozurbina
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3. The World of Content
Semantics (XML)
Nothing has changed...
Standards Speed
Metadata
...and everything has changed.
Efficiency
Strategy &
Single ROI
Sourcing
@nozurbina
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4. We’re going to...
~ Look at trends that are forcing changes to
content strategy
~ Learn from “non-publishers” about publishing
~ How structured content standards (DITA XML)
can be applied (outside of tech comms) to create
new stories from your content assets
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5. TRENDS AFFECTING STRATEGY
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6. 1) Presales Meets Post-sales
~ “The stuff you got after the sale, is now
driving the sale”
- Gerry McGovern
(Yeah, I know...)
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7. @nozurbina
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8. @nozurbina
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9. Buying and Using a TV
@nozurbina
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10. MODELS TERMS
Manual in Top
No. Size Model 4? Position 1 Position 2 Position 3 Position 4
1 24inch kdl24ex320bu 1 review manual 24 inch dimensons
2 kdl24ex320wu 1 24-inch review manual vesa
3 kdl24ex320 1 review manual led white
4 26inch kdl26ex320 1 review white manual bravia
5 kdl26ex320bu 1 review 26-inch manual dimensions
6 32inch KDL32bx320 1 review manual specs review cnet
7 KDL32cx520 1 review price price in india manual
8 KDL32cx523 1 review manual 32 price
9 KDL32cx520bu 1 Yay! review 32-inch 32 lcd tv manual
10 37inch kdl37ex723bu 0 review dimensions john lewis
11 kdl37ex723 1 review manual bravia review
12 kdl37ex503 1 review manual best price 37
13
14
40inch KDL40cx520
KDL40ex520
1
1
Data! review
review
specs
price
price
price in india
manual
manual
15 KDL40bx420 1 review specifications review cnet manual
16 KDL40ex720 0 review price cnet price in india
17 46inch KDL46ex720 1 review manual specs price
18 KDL46ex500 1 review manual specs 46-inch 120hz lcd
19 KDL46ex723 1 review manual price calibration
20 KDL46ex520 0 review price 46 led tv dimensons
21 55inch KDL55ex720 1 review specs manual price
@nozurbina KDL55ex500
22 1 review manual 55 specs
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23 KDL55nx810 1 review manual price calibration
24 KDL55nx720 0 review price review cnet 55

11. Keyword Breakdown
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12. Take-Aways
~ Reviews and manuals are the most frequently
searches by far
~ Manuals are by far the most sought-after item
actually produced by the brand
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13. 2) Format diversification
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14. Displays are cheap and rugged
eink.com/rugged.html
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15. bitly.com/smartglass
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16. Fantasy! Never in Our Lifetime!
@nozurbina
http://www.mediadecor.com/
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17. Take-Aways
~ Smart phones and tablets are the tip of
the iceberg
– Need to migrate to a presentation-neutral
format (Like Scott said...)
– Converting and building our content into
deliverables is not scalable
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18. 3) Audience/scenario diversification
Original Flow New New New
Scenario Audience Platform
Does your content have the
necessary agility?
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19. Components
build up a
unified story
Metadata driven
relationships
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20. Cloud computing - SaaS
Cloud computing is the delivery
of computing as a service rather than
a product
... shared resources, software, and
information are provided to computers and
other devices as a utility (like the electricity
grid)
http://en.wikipedia.org/wiki/Cloud_computing
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21. CaaS: Content as a Service
~ Content can be conceived of and delivered
as a service (CaaS)
– Content gets encapsulated in deliverables
– Each deliverable is one view for one context, at
one time.
~ One issue or update of a “Journal”, “Microsite”,
“Magazine”, etc..
~ Need to move away from project/deadline/campaign
focus to repeatable, holistic CS
@nozurbina
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22. CaaS requires
~ Metadata-rich content, cross-silo terms/taxonomy
~ Format neutral, not proprietary content (DITA, XML)
~ Repository of reusable, structured content modules
~ Repository/Delivery platforms that support content
queries via metadata
~ Ability to re-cast content for a new context to create
new value (Content Curation)
~ Metric and analytics reporting
– To help you decide what to reuse and pipe where
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23. Content curation and reuse
~ Content curation is reusing content for new
aims
~ Sometimes it can be automated, sometimes
can be hand-curated
~ If your content is intelligent, you can use
existing assets to tell new stories, anywhere
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24. Content curation issues
~ Is it modular? (References to old context,
links, etc.)
~ Metadata - Is it findable by the appropriate
metadata in the new context?
~ Is it still current/accurate at the point of
reuse?
~ Is it editorially, stylistically, etc. appropriate in
its new reuse context?
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25. Can you pull it apart, and rebuild it?
Original Flow New New New
Scenario Audience Platform
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26. Case study in MEC Second Edition
FOR EXAMPLE
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27. Medical Devices Manufacturer
~ Content from various sources in page-based deliverables.
Coming from:
– Partners
– Official technical communications
– User-generated content
– Product management updates and customer notices
~ Going to various audiences and scenarios:
– Planned and corrective maintenance
– End Customers, Field Engineers, Support Engineers
~ Want a way to relate and recombine content for various
needs/scenarios/devices
@nozurbina
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28. The brand wanted...
Cheaper Brand Auditable /
Impression Compliant
Lower More
More
Support “One Voice” Money
Calls
Knowledge
Faster Sharing
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29. The users wanted...
My custom tags
Up to date
Not a
Consistent website or
PDF: Both!
And more!
Simpler
My content,
in context,
Relevant
acted on
@nozurbina
Visual
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http://upload.wikimedia.org/wikipedia/commons/7/77/Nanobay_workstation.jpg

30. Traditional Web
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31. Socially Enabled Across Silos Community
and Personal
Bookmark/Download data
Let users build and
share their own
In-line discussion stories, for any
format
Page discussion
Comments
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32. Real Print
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33. Potential content interactions link to
various content servers
- CMS
- CRM
- PLM
- ERP
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34. @nozurbina
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35. Initial Returns - 2011
• “Our research showed that organizations that move to [a
DITA-XML-based system] can reduce translation costs by 30%
to 50%.
• Our own examples showed 40% to 75% savings.
• Over the next few years, we anticipate savings in the region
of £193.49k, £425.68k, £468.25k, and £515.07k, which is an
average saving of £400k per year.
• Note that this ROI assumes all content is in XML, which is not the case
just yet.”
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36. XML: components and maps
Original Flow New New New
Scenario Audience Platform
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37. Component
Titles
Metadata
Prolog
In-line
metadata
HTML-like
Body
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38. XML – The standards-based enabler
~ CMS form functionality in a real authoring tool
– Insert ‘keyword’ instead of ‘bold’
~ Reusable components
– Note: needs good content and metadata design
~ Standard enforcement across tools
~ Semantics/metadata
– Detailed content profiling at any level of granularity
~ Taxonomy-based relationships
~ Common processing architecture for all content
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39. Map
~ XML standard for stitching
bits back together
– Defines a complete, but
presentation-agnostic,
content story
~ Components
~ Hierarchy
~ Linking/Navigation
~ Medatata
~ Many maps can share
components
– HTML, PDF, media, XML
~ Specifically DITA XML
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40. Take-aways
~ The approach (and standards) apply outside of tech
comm
– Early (non-tech comm) take-up in
~ Publishing and catalogues
~ Reports and analyst content
~ Policies and government
~ Learning materials
~ The content strategist helps align the planets
so magic can happen
Tweetme
@nozurbina
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41. Conclusion
Better content experience THANK YOU!
= better customer
Q&A?
experience
= enhanced brand
+ less costs
= more profits
= happy time!
@nozurbina
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