Messages your manager needs to hear about content

@nozurbina #soapkrk

urbinaconsulting.com/about-you

And how to deliver them

@nozurbina Me (Noz Urbina) Content strategist

Consultant/trainer

Author

Futurist

(Translator)

urbinaconsulting.com/about-you

@nozurbina Me (Noz Urbina) Content strategist Consultant/trainer Author Futurist

urbinaconsulting.com

Content Strategy!! WooOoo!

Content Strategy! WooOoo!

@nozurbina

Image: http://www.flickr.com/photos/aigle_dore/

But before you leap off something…

@nozurbina Perspective Stop to look around. Think about others.

flickr.com/photos/nasawebbtelescope/5556216838 flickr.com/photos/dbnunley/10027759633 flickr.com/photos/mhrbcn/14701198175

We are (or should be) good at “What do they need?”

@nozurbina But then we tell management…

XML-compliant CCMS that supports XLIFF to cut down on DTP and ‘cuz of STANDARDS!

I want to buy a DITA

MESSAGES For you and for them

“Content supports what you’re already doing” “The world is going omnichannel” “Today’s users expect content to come to them” “We can’t keep up” “There is no one system to rule them all” “Content impacts the ux”

@nozurbina

“Content supports what you’re already doing”

@nozurbina For you

• Look at their perspective – What keeps them up?

• Talk to your colleagues • What about the money?

• Content strategy supports business strategy with content – Process, technology,

governance

For them

Presentation: How to reach those who control the power and the purse strings

______’s (Content) Strategy Corporate Strategy • Be most innovative provider of

solutions into key markets: – Market 1

– Market 2 – Market 3

Content Strategy • Treat information as a business

asset – “Innovative”: knowledge

that’s easily shared & accessed

– “Solution”: content integrated into product offering

@nozurbina Audience / benefits / needs

Your idea

Quality (QM) •Errata Sheet Process •Doc Guidelines •Process alignment •…

Legal & Patent •Trademarks •Disclaimer •IP Protection •…

Communication •Corporate Design •Document distribution (e.g. via Internet) •…

Sales & Marketing •Document release •Requirement capturing •Localization •…

R&D •Document creation •Design automation •Tool support service •Template service •…

IT •Tool evaluation •Tool implementation •Process / Tool support •…

@nozurbina

Org

Users You

@nozurbina

“The world is going omnichannel”

@nozurbina

“The world is going omnichannel”

UX puzzle

pieces

@nozurbina

The puzzle

@nozurbina

Hi! Check it out!

@nozurbina

Hi! Check it out!

@nozurbina

Hi! Check it out!

@nozurbina

But…

@nozurbina

Sceptical baby user

says: Is it really

that simple?

@nozurbina

90% of participants

Multiscreening

Google Multiscreening Report, 2012

@nozurbina

Hi! Check it out!

@nozurbina

Hi! Check it out!

@nozurbina

Omnichannel is customer-centric

@nozurbina

“Today’s users expect content to come to them”

@nozurbina

• The first great age of metadata is upon us!

• As vital as content

• Needs time

• Find, format, filter, validate, translate, syndicate – and push

• It’s beyond social media, it’s a trend of general expectations

• Metadata is the key to personalisation

• We need to add extra information…

• so that machines can read the content…

• and do more intelligent things with it

• If we don’t make our content machine-friendly, we will not be able to do what you want

For you For them

@nozurbina

“What time does the ASDA in Sutton close?”

Today’s content solutions are not passive

They are (pro)active systems that deliver the right dose of information to the right person

(by leveraging metadata)

Store.xml Store.html Model of Store Topic

Create XML

Specific answer

Persistent metadata!

Index (Engine)

Your tools or 3rd

Party, e.g. Google

Transform

Map to Schema.org

metadata

bit.ly/Meta-Webinar

@nozurbina

Generated

Reality

@nozurbina Info Portal - Navigation CCMS

Digital Portal

User: “I need to _____ on a _____ at ______. What are

the _______ I need to know/follow?”

1 2 3 4

CRM

New!

New!

Favs

@nozurbina

“We can’t keep up”

@nozurbina

• There is no ‘save as great content’

• You don’t have to tackle legacy all at once – chop up the problem

• The market has changed • There is no ‘content ex

machina’

For you For them

@nozurbina

We’re in a world of constantly accelerating change

@nozurbina

How do you keep up?

@nozurbina

Organisational implementation

Mass user adoption

Keeping up

: (

The market continually produces new platforms faster and faster

:)

@nozurbina

How do you keep up?

@nozurbina

You don’t

39

@nozurbina

In an age of constantly accelerating change, a keep up strategy is a failure strategy

40

@nozurbina Mitigate risk

Solution timeline

When we should have

started planning

for it

When issue is

identified

Y1 Y2 Y3 Y4 Y5 Y6

When we want to

roll out a robust

solution

@nozurbina

“There is no one system to rule them all”

@nozurbina

• Your favourite tool might no longer be the right tool

• If your system doesn’t fully understand the metadata it can’t do smart things

• It’s more expensive and slower to use the wrong tools

• It’s smart business to evaluate our options – even if we have ______ (e.g. SharePoint)

For you For them

@nozurbina Architecture (Traditional/Imaginary)

Manage Serve & Transform

Create

Multichannel delivery

“The CMS” Personalised content

Prof

ile A

Prof

ile B

Prof

ile C

Prof

ile D

Same content

Everyone

???

Or far worse… a CMS per-output

@nozurbina Architecture (Modern)

Manage Serve & Transform

Create

Specialised processors

/ API / Portals

CCMS Authoring Tool(s)

Omnichannel delivery

Personalised content

Prof

ile A

Prof

ile B

Prof

ile C

Prof

ile D

Same content

Everyone

???

WCMS

Publish & Measure

CRM

@nozurbina

“Content impacts the UX”

@nozurbina

• [Show them] Your value isn’t measured in pages or manuals

• Our customers want to talk to one business

• Your content is a brand ambassador

• Reposition content from a ‘need to have’ to ‘want to have’

• WARNING: Your manager may be actively incentivised against this way of thinking

For you For them

@nozurbina

The stuff you got after the sale, is now driving the sale @gerrymcgovern

@nozurbina Buying and Using a TV

MODELS TERMS

No. Size Model Manual in Top

4? Position 1 Position 2 Position 3 Position 4 1 24inch kdl24ex320bu 1 review manual 24 inch dimensons 2 kdl24ex320wu 1 24-inch review manual vesa 3 kdl24ex320 1 review manual led white 4 26inch kdl26ex320 1 review white manual bravia 5 kdl26ex320bu 1 review 26-inch manual dimensions 6 32inch KDL32bx320 1 review manual specs review cnet 7 KDL32cx520 1 review price price in india manual 8 KDL32cx523 1 review manual 32 price 9 KDL32cx520bu 1 review 32-inch 32 lcd tv manual

10 37inch kdl37ex723bu 0 review dimensions john lewis 11 kdl37ex723 1 review manual bravia review 12 kdl37ex503 1 review manual best price 37 13 40inch KDL40cx520 1 review specs price manual 14 KDL40ex520 1 review price price in india manual 15 KDL40bx420 1 review specifications review cnet manual 16 KDL40ex720 0 review price cnet price in india 17 46inch KDL46ex720 1 review manual specs price 18 KDL46ex500 1 review manual specs 46-inch 120hz lcd 19 KDL46ex723 1 review manual price calibration 20 KDL46ex520 0 review price 46 led tv dimensons 21 55inch KDL55ex720 1 review specs manual price 22 KDL55ex500 1 review manual 55 specs 23 KDL55nx810 1 review manual price calibration 24 KDL55nx720 0 review price review cnet 55

Data! Yay!

@nozurbina Keyword Breakdown

@nozurbina “Post-sales” 60% of prospects used what would usually be called “post-sales documentation” material as part of their sales cycle.

– IBM’s James Mathewson, former Editor-in-Chief of ibm.com, now head of search strategies

@nozurbina B2B

http://bit.ly/nu-acrweb

70% of our customers say their clients are going online to consume “after sales” materials to research purchases – Chip Gettinger, SDL

@nozurbina

@nozurbina

After sale, your primary point of engagement with your customers is the product itself @RayGallon

Memory trumps experience

…what we get to keep from our experiences is a story.

What defines a story are changes, significant moments and endings.

Endings are very, very important.

The remembering self is a storyteller

56

MESSAGES For you and for them

“Content supports what you’re already doing” “The world is going omnichannel” “Today’s users expect content to come to them” “We can’t keep up” “There is no one system to rule them all” “Content impacts the ux”

@nozurbina

For you: “A few good soldiers doesn’t win a battle” Adapt these lessons to your situation. Gather input from your peers. Be selfless.

@nozurbina

Don’t hitch your wagon to a dinosaur

Portland, OR, USA LavaCon Oct 12 Copenhagen, Denmark Napatech Nov 24-25 (2 days) Boston, USA Gilbane Dec 2 Your offices…? bit.ly/uc-events

WORKSHOP Adaptive content modelling

for omnichannel UX

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