developing a multi-channel publishing strategy
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Developing a Multi-Channel Publishing Strategy. Ann Rockley President, The Rockley Group Inc. [email protected]. The Rockley Group Inc. Summer 2007. The Rockley Group sample clients. Requirements. Internet Intranet Paper In person (service desks) - PowerPoint PPT PresentationTRANSCRIPT
Developing a Multi-Channel Publishing Strategy
Ann RockleyPresident, The Rockley Group Inc.
©2007, The Rockley Group Inc.
The Rockley Group Inc.
Summer 2007
©2007, The Rockley Group Inc.
The Rockley Group sample clients
©2007, The Rockley Group Inc.
Requirements
Internet Intranet Paper In person (service desks) Helpdesks and 1-800 numbers manned by
individuals Automated systems such as kiosks and 1-
800 numbers Mobile
©2007, The Rockley Group Inc.
Multiple content creators
Employees Information specialists Legal External consultants Individuals Firms
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The Content Silo TrapTM
Content is created by multiple authors working in isolation
Walls are erected among content areas
Content is created, recreated, and recreated
©2007, The Rockley Group Inc.
The effects of silos
Results in uncertainty as to what is the appropriate, official and/or up-to-date version of information
Wrong versions get used and re-used Lack of standardization makes it impossible
to share information between departments or between different levels of the organization/government
Lack of consistency results in Incorrectly informed officials Customer/public complaints that can have
serious ramifications
Channel complexities
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Web as a primary vehicle for content
Marketing Product/Service support Self serve Customer interaction
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Complexity of content Safety regulations Customer desire Portable medium No/poor access to the web
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Other
Call centers Kiosks Mobile devices
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It’s not about channel
It’s about content Content separate from channel Content is created and “pushed” to the
appropriate channel with little or no hand manipulation
Well managed content from a central source Clear strategy, underlying framework and
strategy to support a unified content strategy
©2007, The Rockley Group Inc.
The levels of multi-channel publishing
Level 1: Identical content, multiple channels Content written for one media (e.g., paper)
is repurposed with no change for another channel (e.g., paper to HTML for the web)
Level 2: Static customized content This type of reuse is customized to meet the
needs of the user, the type of materials to be developed, and the channel.
Level 3: Dynamic customized content On demand customized content to meet
users needs.
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Requirements
Level 1: Straight-forward content conversion tools
Level 2: Component-oriented structured content (XML)
Level 3: Component-oriented structured content, dynamic delivery engine
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The role of structure
“Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage.” Anne Mulcahy, Xerox Chairman and CEO
©2007, The Rockley Group Inc.
The role of XML
XML is fast becoming the new Internet standard for information exchange.
With the advent of DITA (Darwin Information Typing Architecture) it is fast becoming the preferred method for creating, managing, and publishing content
For complex information reuse and publishing, XML is the technology of choice.
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Importance of XML
Structured content
Separation of content and format
Built-in metadata
Database orientation
XSL style sheets
Personalization
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Structured content
Clear identifiable semantic structure When structure can be identified content
can be manipulated (e.g., key summary can be inline in print, sidebar online, single screen in mobile device)
Content can be reused (e.g., product/service statement can be used in multiple content types)
©2007, The Rockley Group Inc.
Separation of content and format
The separation of content and format offers immense flexibility.
©2007, The Rockley Group Inc.
Built-in metadata
The tag names become metadata.
©2007, The Rockley Group Inc.
Database orientation
XML provides a structural format that can be stored very easily in databases.
It can be stored as a series of elements rather than a whole document, and those elements can be extracted and assembled in any order, based on your needs.
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Use of XSL
Format content for online display or for paper-based delivery
Add constant text or graphics
Filter content
Sort or reorder text
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Supporting multi-channel publishing
Clear well structured information architecture
Technology
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Information architecture roadmap
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Taxonomy Taxonomies simplify the storage and retrieval
process by providing a simplified controlled set of terms that can be used to classify content. This controlled set of terms is known as a controlled vocabulary.
Taxonomies enable us to: create structures for the logical storage of
content enable users to navigate these structures to
access a particular subject of interest
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For example
The Reo Auto Company is preparing for the annual auto show and launch of its new vehicles.
Launching their first sports utility vehicle (SUV)—the Tsai.
Requires a press release to announce their new line-up; brochures to hand out at the show and dealer showrooms; updates to the web site; and a show catalog.
Three media; paper (show catalog, press release, brochure), web (web site, press release), email (press release)
©2007, The Rockley Group Inc.
Plan Show catalog for the entire line-up (photo,
short description, and key features, three cars to a page)
Brochure for the Tsai only (photo, long description with all the features and benefits)
Press release for the Tsai only (no photo, short description, features and benefits)
Web site for entire line-up (home page for each car with photos, list of full features combined with a pricing calculator)
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Content Modeling
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Content development
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The finished product
Show catalog Brochure Press release Web site
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Reuse architecture
Structural reuse map Models are made up of content structures
(e.g., Description) that can be reused in multiple content models. A structural reuse map identifies where structural elements can be reused
Content reuse map Specific content is reused in multiple
places. A content reuse map identifies where content is reused
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Structural reuse map
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Content reuse map
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Repository structure
Level of granularity
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Reuse management
The rules governing reuse: what happens when…
An author creates a content object which is approved
A second author reuses the content and creates a derivative of the source object and has the derivative approved in the context they are using it in
A third author wants to reuse the content. Which object should they reuse; source or derivative?
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The technology
Authoring CCM Publishing
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Authoring
Structured forms XML-native editors Enhanced Word
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Content Component Management (CCM) Content Component Management systems
manage content at a granular level (component) of content rather than at the document level. CCM are typically XML-based.
Each component represents a single topic, concept or asset (e.g., image, table).
Components are assembled into multiple content assemblies (content types) and can be viewed as components or as traditional “documents”.
Each component has its own lifecycle (owner, version, approval, use) and can be tracked individually or as part of an assembly. CCM is typically used for multichannel customer-facing content (marketing, usage, learning, support). CCM can be a separate system or be a functionality of another content management type (e.g., ECM or WCM).
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Publishing
XSL DITA Toolkit XSL FO tools (PDF) DTP
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Conclusion
Its not just about the web its about print, web, mobile and more
Multi-channel publishing requires: Content strategy Underlying content framework
(Information Architecture) Appropriate tools and technology