content management and the technical communicator it’s a whole new ball game margie colesrita...

Content Management and the Technical Communicator

It’s a whole new ball game

Margie ColesRita Warren

Content Management

November 9, 2002


When you hear about content management, do you feel like it’s taking technical communication field and changing all the rules of the game?

Content Management and Your Job

We’re here to tell you it is!

But the good news is, you already have the skills you need to play. All you need is learn a new set of rules.


Agenda

• A few words about content• What is content management?• Content management “flavors”• Key content management concepts• How technical communication skills fit in• Questions


The Content “Buzz”

• Content has long since been crowned “king”

• There are overwhelming demands to publish more content in more places

but…• Good content is time-consuming and expensive

to create• It’s hard to publish content across multiple

publications and media types• The answer? Content Management


What is Content?

• Content is information that is “published”

• Content can be text, graphics, media—or a combination thereof

PHASE 5

DEPT 6DEPT 5DEPT 4DEPT 3DEPT 2DEPT 1

PHASE 4

PHASE 3

PHASE 2

PHASE 1

DEPLOYMENT CHART


What is Content Management?

Content management is the infrastructure needed to support the creation, storage, access, and publishing of content—in a collaborative environment.

Think of content management as a set of processes and tools for efficiently creating and maintaining content throughout its lifecycle.

Create

Central Repository

Approve

Edit

Expire

Archive

Publish


Content Management Alphabet SoupDocument Management

Content Management

Digital Asset Management

Portal

Digital Rights Management

Web Content Management

Enterprise Content Management

Others…


Content Management Continuum

Storing and Finding Files for Later Reuse

Building Composite

Publications from “Chunks”

A key differentiator between the different “flavors” of content management is the degree of emphasis placed on building publications from separate pieces of content versus finding files within an organized system.


Content Management for Publishing

The basic principle of content management for publications is to separate content from its presentation.

This requires…

• Templates• Discrete segments of

content (“components”)• Repository for storing

content

• Standard processes for “tagging” content

• Workflow roles and processes

• Guidelines• Discipline!


Templates

• A template is a structured way of gathering and/or presenting information according to a predetermined set of requirements and constraints.

• Publishing templates fall into two major types:— collection templates (for input) and— presentation templates (for output)


Types of TemplatesCollection(Forms for input)

Presentation(Layouts for output)


Components & Elements

• A component is a content “chunk” that moves through a workflow as a unit.

• An element is the smallest unit within each content component.

• An element can appear on a page (real content) or help with tracking (metadata).


Examples

• article• press release• tech note• feature story• news item• product spec

sheet

• title• subtitle• author• body text• publish date• article type• target audience

Components Elements


The Repository (Database)

Central Content Repository

DM

DAM

WCM

Different “flavored” databases and tools often require integration for a total solution.

• Check-in/check-out• Metadata (tagging)• Secure access

(permissions-based)• Version control• Workflow routing and

notification


Workflows

• A workflow is a set predefined steps completed according to business rules and a schedule (similar to a project).

• A specific instance of a workflow is a job.• Each step is comprised of multiple tasks

to be completed by a single role.• Each step has a turn-around time.


Anatomy of a Workflow

Step 4Step 1

Step 4Step 2a

Step 4Step 2b

Step 4

Step 4Step 3a

Step 4Step 3b

Job Timeline or Schedule

Step Turn-around

Time


Anatomy of a Step

Step Name

Turn-Around Time:

Step Guidelines:

Tasks:

Task 1:____________________

Task 2:____________________

Task 3:____________________

Step Owner (Role):


Workflow and Roles

• A role is a specific function, not necessarily a single person.

• Determining approval steps and who will perform them is key.

• New publishing processes generally require new workflow processes, tracking procedures, and roles.

• Many content management projects are implemented without workflows or business rules in place to support collaboration.


Content Management In Action

Common Business Processes

Population of Templates

Online Publications

Print Publications

PublicationsCentral Content Repository

Images & /Media

Text

Components (Building Blocks)

Documents


Key Take-Aways

• “Content management” can mean many things to many people. Clarify the purpose— storing and finding versus publishing.

• Key concepts Guidelines and standards Templates Components and elements Repository Workflows


CM and the Technical Communicator

• How your skills apply to CM Communication principles Information architecture and design Project and publications management

• The CM opportunity For technical communicators working in

a company implementing a CMS For career advancement


TC Skill

Communication Strategies

• Interviewing stakeholders• Identifying target audiences• Analyzing user information needs• Understanding publication purpose and goals• Defining publication voice, style, tone

CM Need

• Content Strategy• Publication Design• User-centered design of CMS interfaces


TC Skill

Categorization Schemes

• Structuring InformationCreating a logical outline (TOC) for organizing a publication and/or classifying types of content

• IndexingDefining the various attributes that allow the audience to find the information they need

CM Need

• Taxonomy/Hierarchy Development• Metadata Modeling


TC Skill

Style Guidelines

• Creating copy style guides• Creating visual style guides• Company-wide and per publication

CM Need

• Content authoring guidelines• Content tagging guidelines• Template design


TC Skill

Information “Chunking”

• Breaking content into smaller, reusable pieces

• Often encountered when doing Help Files Single-Sourcing

CM Need

• Content component/element analysis• XML schema development


TC Skill

Information Design

• Layout• Visual design• Navigation design• Cross linking

CM Need

• Template Design• Defining Content Access Structures• User interface design for CMS


TC Skill

Managing Publication Projects

• Publication planning• Project management• Resource scheduling• Dealing with large

volumes of content

CM Need

• Workflow definitions• Project management during

implementation• Ongoing production management


The OpportunityYour Company Is Implementing a CMS

• Familiar CMS product names Documentum Interwoven Microsoft CMS Stellent Many others

• Your role in the implementation Help with content strategy Perform content analysis Do the workflow analysis Offer your project management skills Keep IT where they belong—in the back room!


The OpportunityYou’re Looking to Advance Your Career

• Demand for technical writers and editors has slowed with the downturn of the high-tech sector.

• Demand for content management systems is growing—especially among very large companies.

• Companies are starting to recognize that CM is not just about the technology—it’s about the content!

• Who knows content best? You do!


Key Take-Aways

• If your company is implementing content management—don’t get worried, get involved! You have exactly the skills they need for a successful project.

• If you’re looking to further your career, consider becoming a content management expert.

• Learn as much as you can about this new discipline called “content management”—the demand for your skills is growing stronger every day.


Resources

•Books•Web sites•List servs•Newsletters•Classes

See hand-out and visit www.ziacontent.com for a copy of this presentation.


Questions?

• About content management?• About CMS products• About careers in content management?

Thank you!

Margie [email protected]

Rita [email protected]

content management and the technical communicator it’s a whole new ball game margie colesrita...

Documents

content buzz content

content management slide

good content

content standard processes

separate pieces of content

content workflow roles

technical communicator

output slide