CODES1 FOR RHETORICAL MOVES & STEPS2 TO BE APPLIED TO CONTENT3 OF HIGH-TECH MARKETING WHITE PAPERS JEFREY S. NAIDOO AND KIM SYDOW CAMPBELL

CULVERHOUSE COLLEGE OF COMMERCE AT THE UNIVERSITY OF ALABAMA

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1 Introducing the business problem

1a Introducing the territory Environmental assessment, business context

(1) In today’s intelligent economy, digital identity has become the foundation for business transactions in virtually all industries.

(1) T1:4 text on page 1, 1st sentence under heading “Introduction”

1b Introducing problems or market drivers for territory

e.g., cost, efficiency, security, competition, consumerism

(1) The need to keep corporate assets and identities secure has never been greater. [problem] (2) Security SaaS will be a key enabler to enterprise mobility and cloud computing efforts. [market driver]

(1) T1: text on page 1, 1st sentence of 2nd paragraph under heading “Introduction” (2) T1: text on page 2, 1st sentence of 6th paragraph under heading “Introduction”

1c Presenting the generic solution

A technology product or service provided by author (or sponsor)

(1) Identity and access management (IAM) will be a critical technology for maintaining security and control of data and IT systems as they transition to cloud computing. (2) Identity and Access Management in the Cloud

(1) T1: text on page 2, 1st sentence of 7th paragraph under heading “Introduction” (2) T1: heading on page 2

1d Raising questions or indicating gaps for generic solution

Challenges. Also signaled by “however,” etc.

(1) The Challenges of Cloud-Based IAM (2) Perhaps the biggest challenge with SaaS-based IAM is the creation of separate IT solos that need to be kept secure.

(1) T1: heading on page 3 (2) T1: text on page 3, 1st sentence of 2nd paragraph under heading “The Challenges of Cloud-Based IAM”

1e Outlining document structure

e.g., previews or table of contents

(1) After discussing F5 Network’s Cloud Federal IAM architecture, this Technology Spotlight offers some guidance for

(1) T1: text on page 1, final sentence of 1st paragraph before heading “Introduction”

1 Updated September 22, 2014. 2 Rhetorical Moves are broad descriptions of the main argument or purpose behind content placed in a document. Rhetorical Steps are more specific arguments or purposes that support a Rhetorical Move. 3 Content includes a range of document elements: body text, headings, informative graphics (e.g., tables, diagrams, etc.). A single Code should be assigned to each element of content. For body text, this usually means one code for each individual sentence, but can rarely mean a clause within a sentence (see the example here for code 2c). It might also mean one code for all sentences within a paragraph. 4 T1 = IDC’s 2013 “Technology Spotlight: Eliminating Authentication Silos and Password Fatigue with Federated Identity and Access Management” (Training sample 1).

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enterprises looking for SaaS IAM solutions.

2 Occupying the business solution niche

2a Describing the specific solution

A product or service offered by the authoring or sponsoring organization.

(1) Considering F5 Networks (2) F5 Networks newest foray into cloud-based security solutions is its Cloud Federation architecture . . .

(1) T1: heading on page 3 (2) T1: text on page 3, initial clause of 1st sentence in 1st paragraph under heading “Considering F5 Networks”

2b Describing business benefits of the solution

Focused on market drivers or business outcomes (e.g., efficiencies, costs, economies of scale, etc.)

(1) This federation of identity and access management can alleviate loss of control and resulting security threats. (2) It’s designed to improve the overall experience for end users by reducing the number of credentials they must manage to conduct business.

(1) T1: text on page 4, 2nd sentence in 5th paragraph under heading “Considering F5 Networks” (2) T1: text on page 4, 3rd sentence in 5th paragraph under heading “Considering F5 Networks”

2c Illustrating or applying the solution

Signals how solution will work for reader organization. Sometimes signaled by API (Application Programming Interface) or Integration with . . .

(1) Essentially, Cloud Federation inserts a layer of dynamic access and identity management services that provides federation and unification of credentials across cloud and datacenter resources based on enterprise authority.

(1) T1: text on page 4, 1st sentence in 4th paragraph under heading “Considering F5 Networks”

2d Describing key features of the solution

Focused on product or service; also integration components.

(1) IT can govern all policies for sign-on credentials, such as password length, history, internal of change and composition. (2) By adding F5’s Local Traffic Manager (LTM) and Access Policy Manager (APM, the architecture provides a platform for: [bullet list]

(1) T1: text on page 4, 1st sentence in 5th paragraph under heading “Considering F5 Networks” (2) T1: text on page 4, 2nd sentence plus 4 bullets in 6th paragraph under heading “Considering F5 Networks”

2e Stating limitations of solution

(1) Similarly, the company will face challenges from the SaaS solutions vendors, who will tout their own IAM approaches.

(1) T1: text on page 4, final sentence in 1st paragraph under subheading “Challenges”

2f Establishing market sustainability of solution

Often aimed at investors. Sometimes at customers to signal post-purchase support.

(1) Shared access to virtualized resources over the Internet will continue to account for a larger portion of IT spending, and keeping this access secure will be increasingly job number one for IT.

(1) T1: text on page 1, 2nd sentence in 4th paragraph under heading “Introduction”

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3 Prompting action

3a Restating territory (1) IDC estimates that cloud services spending will ultimately account for a large proportion of all IT spending.

(1) T1: text on page 4, 1st sentence in 1st paragraph under heading “Conclusion and Essential Guidance”

3b Restating market drivers

(1) As organizations move to the cloud and associated SaaS offerings, they will look at security SaaS as a way to shift the growing cost of security from a capital expense to an operational expense.

(1) T1: text on page 5, 1st sentence in 2nd paragraph under heading “Conclusion and Essential Guidance”

3c Issuing a call to action for generic solution

e.g., advice signaled by “choose,” etc.

(1) For organizations looking for comprehensive IAM solutions for their cloud-based networks, IDC recommends asking themselves the following questions: [bullet list of questions]

(1) T1: text on page 5, 1st sentence plus bullets in 4th paragraph under heading “Conclusion and Essential Guidance”

3d Issuing a call to action for specific solution

Advice signaled by specific contact info, 1st person pronouns, product name, author/sponsor name, etc.

(1)To the extent that F5 Networks can meet the challenges described earlier, the company’s Cloud Federation architecture has a significant opportunity for success in this strategically important market.

(1) T1: text on page 5, 2nd sentence in 6th paragraph under heading “Conclusion and Essential Guidance”

4 Establishing credibility

4a Connecting to clients or customers of specific solution

Specific organizational names or quotes from clients or customers

(1) Cottage Hospital (2) We now build an additional 20% for

project management on all of our projects (Senior Manager #75)

(1) T2:5 heading on p. 3 (2) T3:6 quote on p. 4 under 1st

bullet

4b Listing source of information

(1) We now build . . . (Senior Manager #75) (2) The opinion, analysis, and research results presented herein are drawn from more detailed research and analysis independently conducted and published by IDC, unless specific vendor sponsorship is noted.

(1) T3: quote on p. 4 under 1st bullet (2) T1: text on page 5, 2nd sentence under heading “About This Publication”

4c Providing information about author or authoring organization

(1) Sally Hudson and John Grady (2) Tim McClintock, PMP is Senior

Instructor and course director with Global Knowledge . . .

(1) T1: text on page 1 under title (2) T3: text on page 7 under

“About the Author”

5 T2 = MEDHOST’s 2014 “Patient Portals: A Platform for Connecting Communities of Care” (Training sample #2) 6 T3 = Global Knowledge’s “Top 10 Reasons All IT Professionals Should Learn Project Management” (Training sample #3)

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5 Providing disclaimers

5a Providing sponsor information

When specific solution is not from authoring organization

(1) Sponsored by F5 Networks (1) T1: text on page 1 under title

5b Listing legal considerations

Ownership of content (e.g., copyright)

(1) Copyright and Restrictions (2) Copyright © Global Knowledge

Training LLC. All rights reserved.

(1) T1: heading on page 5 (2) T3: text on page 7 in footer