you want it when?!? content strategy for an impatient world

“You want it when?!?”

Flickr: ken_from_md

Sarah O’Keefe@sarahokeefeLavaCon 2013

Sarah O’Keefe, @sarahokeefe

❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina

❖ Coauthor with Alan Pringle of Content Strategy 101

❖ Interested in intersection of content, publishing, and technology

Flickr: mytmossWe need velocity.

Content strategy Support the

organization’s business goals using information

and information products.

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Velocity and content strategy…

Know the business

Align with business goals

Style guides and terminology

Voice and tone

Production systems

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Intelligent content

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Integration

Know the businessAlign with business goalsStyle guides and terminologyVoice and toneProduction systemsIntelligent contentIntegration

How do we make it happen?

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Operations need to be impeccable.

Authoring velocityFlickr: pedrosz

Reduce, reuse, recycle

Editing velocity

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Controlled language software

Production velocity

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Production system must automate formatting.

Flickr: WI Department of Natural Resources, mstharpe, daysofthundr46

Distribution velocity

Localization velocity

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Good source contentMachine translationAutomated formatting (again)

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Global content strategy

should be redundant.

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Globalization drives content strategy.

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Efficient localization is a basic prerequisite.

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What drives efficient localization?

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HINT: It’s not the service provider.

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It’s the quality of the input.

Localization:just along for the ride.

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A computer can do morethan a typewriter.

Low-quality source content = inefficient localization

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Image: NASA

In a multilingual workflow, inefficiency = death.

Image: NASA

In a monolingual workflow, inefficiency = slow death.

We cannot survive unless we evolve. Quickly.

Content has never been for the faint of heart…

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We must adapt to changes…

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Prioritize

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The old way is not going to work.

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One last thing…

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Questions?

Our booth has chocolate.

❖ Sarah O’Keefe, Scriptorium Publishing

❖ www.scriptorium.com

❖ Email: okeefe@scriptorium.com

❖ Twitter: @sarahokeefe

❖ Skype: okeefe.scriptorium