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This presentation will throw a spotlight onto the single most common, and most serious, reason why Content Management projects fail. In a nutshell, too many projects become so focused on the technology they want to deploy that they forget about what matters most - the content and the people who use it. Real-life case studies will be used to illustrate this problem. The optimism of the audience will be rebuilt by introducing a proven solution to this issue with this being a call to move the focus of CM project towards Content Oriented Architectures. The most common mistake found in content management projects is rather surprising. The reason most CM projects falter is that the project team, and frequently its stakeholders, become unduly enamored with some piece of technology and assume, or hope, that one or two applications will erase all of the challenges surrounding the creation, management, reuse and delivery of content. When a particular collection of applications fail to deliver on the expectations, the usual response is to insert even more applications. With each new application that is introduced, a number of connectors and patches are also added so that one tool can work with the others that are already in place. This continues until, with seeming inevitability, these projects crumble under the weight of growing system complexity. These projects fail, in short, because, in becoming fixated on technology, they essentially forget about their content. This presentation will use a number of project cases studies, some older and some exceedingly current, to illustrate the downward path that most CM projects follow. While this might sound ominous, this journey will actually arrive at a hopeful conclusion. If CM projects place content at the center of their solution designs, adopting in effect a Content Oriented Architecture (COA), it becomes possible for projects to use technology, even exploit it, in ways that emphasize helping authors, publishers and content users. Under this model, the quality and usefulness of the content assets becomes the overriding focus and where automation is introduced it is to either further improve the quality of the content or to reduce the cost and effort needed to achieve the desired results. Examples of successful projects will be used to prove that Content Oriented Architectures are not really new and that they do deliver results that endure over time.
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The Truth about ContentLearning from the Past in order to
Succeed in the FutureJoe Gollner
[email protected] / www.stilo.comVice President Enterprise Solutions
Stilo International
Mommy, where do airplanes come from?
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Most commonanswer
but wrong!
The Real Content Lifecycle behind AirplanesA Library of Engineering Standards is the starting pointEach step in the process
Reuses & references this source documentationIntroduces new content & initiates changes in preceding content
The Real Answer Looks More Like This
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4
5
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12
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The Complex Content InterrelationshipsEngineering Standards
Provide content controls, inputs & references for the design processBecome an integral part of all subsequent contentDerive their authority from their status as documents
Changing the Way We Think About ContentAn Integrated View of Content
ControlsSources (Inputs)OutputsReferences (Mechanisms)
Notable ConsiderationsReferences include revisionsControls govern validationOutputs cover the full spectrum
Controls
OutputsSources
Content Object
References
The Assembly before the Assembly
The Nature of Content ServicesContent Services break down into:
Document ServicesDelivery of formatted documents that facilitate business transactions
Data ServicesProvide highly precise inputs to applications
Logic ServicesProvide highly precisesequencing guidance to people, processes & applications
DocumentServices
Data Services
Logic Services
DesignGuidelines
ProcessSpecifications
PartStandards
The Four Dimensions of ContentTEMPORALLong REPRESENTATIONAL Complex
TRANSACTIONAL FormalRELATIONALMany
Short
Few
Simple
Informal
Content in the world exists over time, takeson specific formats, is related to other content, and is used to execute business of varying degreesof formality
Simple Documents: EmailTEMPORALLong REPRESENTATIONAL Complex
TRANSACTIONAL FormalRELATIONALMany
Short
Few
Simple
Informal
Emails makesup a huge percentage of created & storedcontent as emailis how people communicate information quickly & in specific contexts.
A favourite targetduring legale-Discovery…
Formal Documents: EDI MessagesTEMPORALLong REPRESENTATIONAL Complex
TRANSACTIONAL FormalRELATIONALMany
EDI Message
Short
Few
Simple
Informal
EDI messagesexhibit morestructure & significantly moreformality thenemails but theyare similar acts of context-specificcommunication
The Most Common: Business DocumentsTEMPORALLong REPRESENTATIONAL Complex
TRANSACTIONAL FormalRELATIONALMany
Business Document
Short
Few
Simple
Informal
These are thedocuments wecreate everyday.
The memos, presentations,spreadsheets,reports, plans,proposals…
These have morecomplexity & value than is usually thought.
Complex Documents: Equipment ManualsTEMPORALLong REPRESENTATIONAL Complex
TRANSACTIONAL FormalRELATIONALMany
Aircraft Manual
Short
Few
Simple
Informal
Technicaldocumentationexhibits notabledepth in all fourdimensions.
This explains why we aretalking about DITA & contenttechnologies.
Implications of this Dimensional PerspectiveTEMPORALLong REPRESENTATIONAL Complex
TRANSACTIONAL FormalRELATIONALMany
Aircraft Manual
Business Document
EDI Message
Short
Few
Simple
Informal
Although thereare differences, the four documents examples illustrate that allcontent sharesthese four dimensions & in each example wecan assess howwell our toolsreflect thisfact
ContentModels
ContentObject
Identification
ContentObject
Content ContentObject
ContentObject
Process(Deliver)
Actor(Owner)
Process(Acquire)
Para List Table SpecialLink
Title Shortdesc Metadata
TextXRef
Media
Include
Convert Refactor Resolve Compile
RenderValidate
Process(Enrich)Collect Relate
Actor(Author)
Actor(Designer)Must reflect the
three critical entities:- Objects- Processes- Actors
Should enablea better understandingof all threeentities inparallel
A variation onthe Object ProcessMethodology
The Context of Content
Content is created by& the responsibility ofpeople & it is subject toa set of content processes- Acquire - Enrich- Deliver
Content modelingis most commonlylimited by the failureto understand theparticipating entitiesfully:- Objects- Processes- Actors
The Composition of Content
The physical & logical composition of content falls into
a familiar high-level pattern
The True Nature of ContentContent is the persistent physical form of human communication.It is highly complex because it covers everything from how we represent experience (data), through how we communicate withothers (information), to how we record and evolve our understanding of the world (knowledge).
The Real Integration Challenge
Content Solutions
Business Applications
The primary challengein designing, building &maintaining businessapplications is sustaining the connection to the knowledge resourcesthat should govern their operation
Knowledge Management
The primary challengethat has faced KM is that many strategieshave been unableto effectivelyengagetechnology to assistin thecreation,management,& exploitationof knowledge
Content Management
The primary challengeconfronting the
content management market is the poor
business return typically provided by
CMS deploymentsthat exhibit high costs,
major impacts& benefits that
often do not address critical
business drivers
The Goal: Sustainable Evolution of Performance
