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Text here IT ALL COMES DOWN TO ROI PRESENTED BY Jose Sermeno Product Evangelist – MadCap Software How Smart Companies have a Content Strategy to Increase Productivity and Reduce Costs

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Page 1: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Text here IT ALL COMES DOWN TO ROI

PRESENTED BY Jose Sermeno Product Evangelist – MadCap Software

How Smart Companies have a Content Strategy to Increase Productivity and Reduce Costs

Page 2: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Current: Product Evangelist - MadCap Software *MadPak & MadTranslations (Started with Flare v6) Previous: Project Lead – Zivtech (Drupal Implementation) Other Info:

10+ yrs Software Application Manager – Windows/Mac/Web

Over 5 million documents/records/files successfully converted

Open Source Hardware & Software Advocate (Arduino, OpenCV)

Award Winner for San Diego Community Outreach with Robotics

Proponent of the Maker Movement (Ask me about SDMMF!)

ABOUT ME: JOSE SERMENO

Page 3: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

I build autonomous underwater robots.

OTHER INFO:

Page 4: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

WHY ARE WE TALKING ABOUT ROI &

CONTENT STRATEGY

Page 5: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

“Content Strategy” Trending worldwide in Google Search since 2004

Page 6: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

WHERE TO BEGIN?

"You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose. You're on your own. And you know what you know. And YOU are the one who'll decide where to go..."

~Dr. Seuss, Oh, the Places You’ll Go! San Diego Native

Page 7: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

AUDIENCE ARCHITECTURE FLOW

Page 8: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

AUDIENCE: ARCHITECTURE: FLOW:

Page 9: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

AUDIENCE: THE MARKET

Business Goals

Regulators

Customers

Competitors

Page 10: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

USE ROI TO CONVEY YOUR BRAND VISION

Page 11: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

KEY FACTOR: WHEN ARE UPDATES NEEDED?

Page 12: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

EVERYONE HAS PREFERRED FORMATS

Page 13: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Print: Advertisements

Books

User Guide

PDF

eBook

METHODS OF INGESTION

Web: Mobile

Responsive

Dynamic

Modern

Clean

Simple

Fast

East

Page 14: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

There’s so many More

METHODS OF INGESTION

Page 15: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source
Page 16: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

REGARDLESS OF YOUR AUDIENCE:

YOUR GOAL IS SIMPLE

Page 17: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

CREATE CONTENT THAT IS EASY AND

INTUITIVE TO DIGEST

Page 18: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

AUDIENCE:

ARCHITECTURE: FLOW:

Page 19: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

MARKETING SLIDE: Single Source Development, Topic-based Authoring, Social Collaboration &Translation Management

Page 20: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

MORE GENERAL Single Source Development, Topic-based Authoring, Social Collaboration & Translation Management

Page 21: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

BEST PRACTICE:

SINGLE SOURCE FOR A GLOBAL AUDIENCE

Page 22: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

SINGLE SOURCE ELEMENTS

Page 23: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

FOLLOW OPEN STANDARDS

Page 24: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

FUTURE PROOF YOUR CONTENT

XML, HTML, CSS, XLIFF, TMX, TBX

Page 25: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

FLARE + BOOTSTRAP

Page 26: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

ONE LAST THOUGHT ON ARCHITECTURE:

Page 27: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

THINK BIG

Page 28: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

AUDIENCE: ARCHITECTURE:

FLOW:

Page 29: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

FLOW IS INTERNAL AND EXTERNAL

Page 30: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

WHO IS INVOLVED IN YOUR CONTENT

STRATEGY

Page 31: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Marketers

Project Leads

Visual Designers

Application Developers

Localization Managers

Legal Analysis and Approval

Technical QA

CONTENT PROVIDERS:

Accessibility

Requirements

Content Developers

User Experience (UX)

Person

Deliverable Providers

Audience

Page 32: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

CONTENT DELIVERY BEST PRACTICE:

Page 33: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

MULTI-CHANNEL SINGLE SOURCE

Page 34: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

STREAMLINE PROCESSES FOR ROI

Page 35: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

WHAT FOR WHO

WHEN HOW OFTEN

Page 36: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

THE SIZE OF YOUR TEAM MATTERS

Page 37: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Authoring

Review

Collaboration

Maintenance

Approval

PROCESSES:

Update Pushes

Analyze Usage

Identify Opportunities

IMPROVE

Page 38: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

HOW LONG WILL YOUR PROCESSES TAKE?

Page 39: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

KEY FACTOR: OPTIMIZE COLLABORATION

Page 40: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

KAIZEN

Page 41: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

YOU CAN’T IMPROVE WHAT YOU DON’T

MEASURE

Page 42: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

CASE STUDY ANALYSIS

Page 43: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

400 customers across 25 countries rely on Tricentis to improve their effectiveness with test cases in manual and automated software testing. Web-based Help, tutorial videos, and print documentation

Page 44: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Goals: Optimize collaboration between Tricentis developers,

documentation and translation specialists

Streamline the process of creating and publishing online Help

Foster a more interactive Help experience with tutorial videos

Improve the user Help experience to support self sufficiency

LOOKING TOWARD A MORE INTERACTIVE FUTURE

Page 45: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

"With a single-source approach to publishing, we can loop in everyone involved with our documentation and work closely as a unified team," Stefan Steinbauer | Head of Documentation and Translation, Tricentis

Page 46: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

The Tricentis Tosca Testsuite Help System

Page 47: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Benefits and Results: Flare's single-source publishing allows Tricentis content

developers to quickly and easily collaborate on projects

HTML5-based Help enhances search capabilities

Conditional tags in Flare facilitate the ability to change and create customized versions of content

Video tutorials created with Mimic add visual and interactive experience to Tricentis online Help based on Flare

Page 48: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

ROI Result of Single Source Developing in Open Standards for Print and Web Using Flare and Analyzer: Tricentis cut 520 hours of work in one year — 3 months of project time

Page 49: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Ektron delivers one of the world's premier platforms for creating, deploying and managing enterprise-scale, global, personalized websites. Some 3,700 customers and 12,000 public-facing websites use its software.

Page 50: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Goals: Employ single sourcing to maximize efficiency and accuracy

Create content that is easy and intuitive to access

Deliver content in customers' preferred format whether print,

Web or mobile

Reinforce brand value across documentation and online Help

“We don't think of things in terms of pages anymore”

Page 51: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

ROI Benefits and Results: Single-sourcing, print, Web and mobile content

Conditional text allows content to be updated in line with new

product releases

Cut Output files by nearly 50%

Reduce project source files by almost 26%

Page 52: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Ektron's HTML5 WebHelp

Page 53: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

“Documentation is not something that customers want to read like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source dev and Content Analysis help cut Web format output files by nearly 50% and reduce project files by almost 26%

Page 54: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

N-able Technologies® is known for its award-winning remote monitoring and management software for managed service providers and IT departments. The company is dedicated to providing the industry's number one software and recognizes that the customer experience includes the online Help and print documentation supporting its applications. Reduce IT costs and increase productivity. 24/7 network monitoring. Improve network & systems performance.

Page 55: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Goals: Create state-of-the-art Web Help experience to match

award-winning Web-based software

Simplify online Help navigation for users

Streamline the process of publishing, updating and customizing content

“It only makes sense for us to offer Help content that matches the sophistication of our award-winning software,"

Page 56: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

Benefits and Results: Ability to match brand interface of N-able Software

Search engine and indexing make navigating Web Help easy

Single-sourcing

Output is 1/10 size

Open XML Architecture

Page 57: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

“To modify formatting for our documentation, I can make the font size or color change in the CSS file, and it is instantly reflected in more than 600 topics” Patrick Calnan | N-able Technologies. — Updates now take 1 day instead of 1 week!

Page 58: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

“Our support team is seeing anywhere from a 10% to 30% drop in 'how-to' calls, which suggests that customers are finding it easier to follow the Help instructions.”

Riyaz Adamjee | Manager of Communications Services

“I click one button, and Flare creates a template from a completed work, which allows me to be instantly halfway to two-thirds done with the project.”

Pam Coca | Documentation Manager

Page 59: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

“After converting our first project to Flare, we experienced a five-fold reduction in the total time required to generate outputs for a product.”

Jason Micallef | Technical Communications Manager

“We can put out more content, more completely, and more accurately than at any time in the history of Mitchell. Many project tasks have gone from taking days to hours and from hours to minutes using Flare.”

Don Rasky | Senior Technical Writer

Page 60: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

LAST THOUGHTS

Page 61: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

AUDIENCE ARCHITECTURE FLOW

Page 62: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

IT ALL COMES DOWN TO

RETURN ON

INVESTMENT

Page 63: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

ROI IS: HOW SMART COMPANIES EFFECTIVELY MEASURE CONTENT STRATEGY

Page 64: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

ROI IS: Updates now taking 1 day instead of 1 week

Output files cut by nearly 50% and source files

reduction of 25%

Cutting workload down by 3 months of project time

Page 65: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

THE TOOLS YOU USE REALLY MATTER

Page 66: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

KAIZEN

Page 67: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

QUESTIONS?

Page 68: IT ALL COMES DOWN TO Text here ROI - MadCap Software · like a novel, They go to it because they need an answer.” Mark Metcalfe| Documentation Director, Ektron — Single Source

THANK YOU! COME SEE US AT THE MADCAP SOFTWARE BOOTH

Jose Sermeno Product Evangelist - MadCap Software [email protected]

@MadCapSoftware @MadCapJennifer @MadCapJose @MadCapDocTeam


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