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Thinking Strategically About Content - Localization World Singapore
The document discusses the importance of content strategy as a repeatable system for managing content throughout its lifecycle to achieve business goals. It emphasizes the need to identify inefficiencies in content production, particularly through the use of automation and effective collaboration, to enhance productivity. The author advocates for a critical reassessment of current practices, leveraging insights from manufacturing to drive innovation and improve content management.
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Thinking Strategically About Content - Localization World Singapore
- 1. Thinking Strategically AboutContent by Scott Abel, The Content Wrangler Localization World Singapore, April 12, 2013
- 2. web: www.contentwrangler.com twitter: @contentwrangler ScottAbel The Content Wrangler
- 3. content marketer social mediachoreographer XML evangelist trouble-maker technical documentation expert magazine columnist/blogger conference presenter conference organizer instructor UC Berkeley nightclub dj my personal metadata
- 4. content strategy My areaof speciality is
- 5. Let’s start witha common vocabulary!
- 6. content? what is Content isthe lifeblood of your organization. It’s the stuff that helps you accomplish your business goals. Ann Rockley @ARockley
- 7. content? what is There aremany types of content. Some content is aimed at internal audiences, other content is created for external audiences.
- 8. content strategy? what is Contentstrategy is a repeatable system that governs the management of content throughout its entire lifecycle. Rahel Bailie @RahelAB
- 9. content strategy? what isthe purpose of It’s about envisioning the future of content -- its development, management, delivery -- and creating a plan that helps us leverage content to achieve our future goals.
- 10. content strategy important, butnot Strategists do not get lost in the minutiae. What should be included in the style guide? What font should we use? Should we use the passive voice? Do we need a blog?
- 11. content strategist concerns ofa Content strategists are concerned with actions, resources, costs, opportunities, threats, and timetables associated with producing content that help us meet our goals and support our vision.
- 12. vision? what is Vision iswhat you want your content to help you accomplish in the future. It should be a clear, concise, and easy-to-understand description of the future you desire.
- 13. vision example “Create source contentthat can be translated into 12 target languages by machine with 90% accuracy by 2016”
- 14. vision example “Become the largestretailer (by sales volume) of smartphones to Latin Americans living in the United States by 2014”
- 15. content strategist another namefor a Content strategists are business consultants for content. Rahel Bailie @RahelAB
- 16. critical eye what’s neededis a Let’s take a look at some often overlooked areas of waste in the content production lifecycle to uncover time-sucking tasks that prevent us from innovating.
- 17.
- 18. manufacturing think of contentproduction as The Japanese make great strides in manufacturing in the 1970s and 1980s by adopting lean manufacturing practices and just in time delivery.
- 19. innovation? how do youfind time for First,take an honest and critical look at every single step in your content lifecycle. You may have to enlist the help from a specialist in operational efficiency.
- 20. this way here we’vealways done it or... avoid lame excuses like
- 21. that way here we’venever done it lame excuses like
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- 35. The Editor Who isthis?
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- 37. this presentation he hasno idea I used his photo in shhhhh...
- 38.
- 39. rule enforcer he prideshimself on being a
- 40. inefficient he is horribly likethe majority of us
- 41. Have you evermisplaced you keys?
- 42. The Editor So hasSteve.
- 43. left his carkeys he can’t remember where he
- 44. memorize... but he wantus to believe he can
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- 47. grammar rules hundreds ofgrammar
- 48. terminology his corporate andindustry
- 49. on demand and recallthese rules
- 50. has never seen whilereading content he
- 51. left his carkeys but, he can’t remember where he
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- 53. time-sucker how to getrid of this Relying on outdated approaches like memorizing a style guide is indefensible when challenged. Automating enforcement of writing rules is one way to gain efficiency.
- 54. Software can beused to automate tasks that humans are ill-equipped to perform efficiently and effectively -- like editing. By freeing editors of busy work, they will be able to read, augment and improve content. THE EDITING PROCESS IS AN EASY PLACE TO FIND INEFFICIENCIES SOME EDITORS WON T LIKE THIS! THEY MISTAKENLY SEE THEIR VALUE AS ENFORCERS OF RULES THEIR REAL VALUE IS IN ENHANCING AND IMPROVING CONTENT THEY SHOULD NOT BE SPOTTING STYLE AND BRANDING ERRORS, GRAMMAR PROBLEMS, TYPOS --> OR FINDING YOUR CAR KEYS THERE ARE SOFTWARE TOOLS FAR BETTER SUITED FOR SUCH TASKS
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- 57. priority to email weassign false We tend to try and answer email as soon as possible. Why? Not because we know it is time senstive. Not because it is important. But, because it arrived in our inbox.
- 58. email negative impacts of Whenwe constantly monitor our email inbox, we fail to fully concentrate on a single task. As a result, our productivity drops.
- 59. email additional impacts of Thecost of email is not free. Email relies on servers, software, electricity, and more often than we might admit, toner and paper.
- 60. metrics email In addition tobeing the wrong tool for many jobs, the average employee spends 28% of the work week dealing with internal email messages that add no business value.
- 61. metrics email That’s 13 hoursa week or 650 hours per year!
- 62. time-sucker how to getrid of this Adopt alternatives to email (IM, social media and the telephone). Admit that they often prove a better, faster mode of communication.
- 63. time-sucker how to getrid of this Do not use email to set up meetings with groups of people. Instead, use a meeting management tool.
- 64. time-sucker how to getrid of this Do not hit the “reply all” button unless absolutely necessary.
- 65. time-sucker how to getrid of this Ask yourself, “Do I really need to reply to this message right now?” and “What will happen if I don’t?”
- 66. time-sucker how to getrid of this If you really need to send an email, write it so it is easy to scan. Include numbered lists to make it clear what you are asking and to make it easy for the recipient to reply.
- 67. example 1. To translatethe Adobe FrameMaker files I need the source files by Tuesday. 2. I will need the illustrations by Tuesday afternoon 5pm PT. 3. The job will be ready on Thursday. 4. The price is $3,000 USD. 5. Who do I invoice? What’s their email address and their telephone number?
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- 70. authoring more specifically, collaborative reviewand editing, too
- 71. collaboration we have yetto master We pretend that we are working as a team toward a common goal. Usually, that’s not the case.
- 72. collaboration change is involvedin Most often, our collaborative efforts don’t actually save time. We use new tools and old processes to do pretty much the same thing we did before.
- 73. time-sucker how to getrid of this Make everyone on the “team” understands what a team is and what it is not. Ensure everyone is working toward a measurable, common goal.
- 74. time-sucker how to getrid of this Pick up the telephone and get everyone on the line. Open the document you are working on, discuss it, make changes, and end the call with a completed document.
- 75.
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- 77. reusing it recreating it,instead of
- 78. content time wasted lookingfor 85% of knowledge workers complain that not being able to find the right information is a huge time-waster.
- 79. content time wasted lookingfor Knowledge workers spend on average 2.3 hours per day looking for content; one in ten spend four or more hours on average days.
- 80. time-sucker how to getrid of this Find ways to make content easy to find and reuse for you and for those you work with.
- 82. presentation takeaways from this contentis a business asset worthy of being managed effeciently and effectively
- 83. presentation takeaways from this takinga critical look at the way you do things today will help you find time to innovate
- 84. presentation takeaways from this borrowinglessons learned from manufacturing can help us uncover inefficiencies
- 85. presentation takeaways from this alittle common sense goes a long way
- 86.
- 87. Managing Enterprise Content AUnified Content Strategy by Ann Rockley and Charles Cooper (New Riders 2012)
- 88. Content Strategy: Connecting theDots Between Business, Brand, and Benefits by Rahel Bailie and Noz Urbina (XML Press, 2012)
- 89. Document Engineering Analyzing andDesigning Documents for Business Informatics and Web Services by Robert Glushko and Tim McGrath (2005 MIT Press)
- 90. The Discipline ofOrganizing by Robert Glushko (2013 MIT Press)
- 91. Come up andsee me for a set.
- 95. web: www.contentwrangler.com twitter: @contentwrangler ScottAbel The Content Wrangler
- 96. Thinking Strategically AboutContent by Scott Abel, The Content Wrangler