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Practical Steps Towards
Integrated ContentManagement
Joe Gollner@joegollner
Introduce the
Idea of
Need for
Integrated Content Management
Taking some practical steps towardsIntegrated Content Management
Starting with addressingthe Terminology Gap
Game Plan
What Content Management typically looks like…
Houston, We have a Problem! Why this matters
Commentary: Fundamental Information Problems
Homer Simpson is quite happy withthe information he is accessing onhis tablet but whatever he is accessing is disconnected fromthe problems that are happeningbehind him. When the contentprocesses in an organization break down, these types of mismatches become common.
The Problem of Business Silos
Silos cannot be torn down
They can only be connected
An Enterprise is a “bold and imaginativeundertaking” (OED)
It is always more than a single organization
It is unified by a common purpose
Fragmentation underminesthe essence of the enterprise
The Fragmented Enterprise
Enterprise
Technology Analytics
Engineering
Strategy
Operations
Marketing
Content Management Fighting Against Itself
CMS silos can make things even worse
Enterprise Content Management (ECM)
ECM: Mirroring business silos with archival silos and inadequate
search services overwhelmed by the massive volumes involved
Learning Content Management (LCM)
LCM: Often a technology ivory tower, leveraging specialized tools populated manually with little to
no reuse of source content
Web Content Management (WCM)
WCM: Focused on theuser experience and facilitating key user
tasks like buying products
Technical Component Content Management (CCM)
CCM: Getting important
information right
Leveraging Different Perspectives: They are all needed
Constructing a composite view by drawing on all
CM disciplines
Understanding Content (Core Concepts)
The Truth about Information
Information
The meaningful organization of datathat is communicated in a specific contextand for a specific purpose (an action)
It can be mis-information
Framed with the intent of deceiving an audience
It is not always an asset
It can be a liability (e.g., evidence of deception)
CONTENT
INFORMATION
The Truth about Content
Content
Is what we plan, design, create, reuse & manage so that we can deliver effective information transactions
Content is potential information (always an asset)
Information is a transaction(an action) that contains & delivers Content
So what is Integrated Content? A 500 Year Old Lesson
Data items integrated
with explanatory text
establishing context
Commentary: Integrated Content
For us, the most important thing about the early examples of double-entry book-keeping isthe fact that the balancing entriesare matched with textual explanations that provide the fullcontext of the transaction.
Enron would not have survived thisunder this accounting approach.
The Integrated Nature of Content is a Key Point
Content
Channels Data
Expertise
Goals
Feedback
Audiences
Content is
created by
leveraging
multiple
inputs
This is the
daily challenge
for technical
communicators
Content is
therefore a
complex
composite
artifact
The whole
is greater than
the sum of
its parts
Integrated Content Delivers Broad Benefits
Integrated content
addresses the
needs of all
stakeholders
The level of
“intelligence”
built into the
content is driven
by application needs
Content as
a complex
composite
artifact
demands
specialized handling
Manage
& process
your content
as content
Responsive Measured
Trusted
Valuable
Relevant
Useful
Content
ContentSolution
Technology Analytics
Engineering
Strategy
Operations
Marketing
Integrated Content Solutions
Connects
previously
isolated
business
silos
Helps to
ground
enterprises
in truthful
representations
Leverages
open standards
to work across
boundaries
Makes
content a core
enterprise
asset
The Content Life Cycle Core Activities
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
How content is created, converted or licensed
How content is selected, assembled & published
How content is changed, controlled & protected
How content is improved by user feedback
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
Content Strategy: A Plan of Action for Improvement
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
The Content Evolution Life Cycle
ContentAcquisition
ContentManagement
ContentEngagement
ContentDelivery
ContentStrategy
InformationProduct
UserTask
Guidance
Feedback
The interaction between how the published information is used,and the outcomes of that use, drives the evolution of the
content assets in support of continuous improvement
Integrated Content Management
Business Requirements
Budget Realities
Political Factors
User Needs
Demonstration Capability
Model Implementation
Production Deployment
Continuous Improvement
ContentTechnologies
Content Standards Best Practices
Open Source Tools Commercial Products
ContentStrategy
Lean DesignPrinciples
Discover Design Develop Demonstrate Deploy
Content Processes
ProcessStep
ProcessStep
ContentRules
Validation & Analysis
Content Assets
ProcessRules
Commentary: The Management of Integrated Content
Integrated Content demands specialized management.
The preceding diagram,showcases many of the corefeatures of an effectiveintegrated content managementsolution. An entire session couldbe directed to dissecting this diagram
Integrated Content Management
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
IntelligentInformationResources
Web Content
Management
Enterprise Content
Management
Learning Content
Management
Mobilizing the differentcontent management disciplines
to provide enterprise benefits
Intelligent Information
Integrated content permits an enterprise to choose how much
machine-readable intelligence is provided in intelligent information products
Commentary: Intelligent Information
Intelligent Information was thesubject of much attention atTCWorld 2015. It was closely relatedto discussions of Information 4.0 which in turn was related to theIndustry 4.0 initiative.
The only credible way to discussIntelligent Information is with integrated content as a prerequisite.
Case Study: Public Medical Information Service
Drug
Product
Database
Clinical
Trials
Register
Adverse
Reaction
Dataset
Drug Product
Monographs
Data SourcesDrug Product DataData extracted from
Data Sources Drug Product Part III
Adverse Event Reports
Clinical Trials
Integration of detailsinto authoritativedrug information
profiles
Open Representation
of Integrated Drug Information
Design User Experience (UX) using Canadian Government
Web Experience Toolkit (WET)
Generate Working Prototypefor demonstration & testing
Online Drug InformationPrototype Development & Evolution Process
f
Case Study: White Knuckle Content Strategy
Step 1:
Demonstrate
Lightweight Prototype
to Executives
Step 2:
Implement!
Project Schedule:
ASAP!
Commentary: Health Information Case Study
The Health Information case study highlights: The potentially explosive
power of integrated content Unlocking buried value Unleashing executive
interest & excitement Reengaging stakeholders
The projects that result will bequite different than past experiences
Connections
Joe GollnerManaging DirectorGnostyx Research [email protected]
Twitter: @joegollner
Blog:The Content Philosopherwww.gollner.ca
Gnostyx Research Inc.
Gnostyx Research Inc.equips organizations with the tools and knowledge they need to make the most of their content.
As an independent content solution provider that specializes in leveraging open standards and extensible technologies, Gnostyx offers: strategic guidance implementation assistance learning resources extensible technology components
Contact: [email protected]: @gnostyx
