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Copyright © Joe Gollner 2014
Getting a Handle on the Content Life Cycle
@joegollner
Getting a Handle on the Content Life Cycle
Topics
Content Life Cycle Models
Back to Basics: Definitions
Content Life Cycle Working Model
Content Strategy & the Life Cycle Model
Building Content Solutions
A Brief History of Content Life Cycle Models
Content Life Cycle Models
Business Process in a central position
Management is just one of the stages
Features influences from Information Management
CM Pros Content Life Cycle Model
Collect – Manage – Publish is simple but it covers a lot of detail
Bob Boiko CM Model
Bob Boiko
http://ischool.uw.edu/people/faculty/bboiko
Brings analysis to the fore
Simple quadrant model that is easy to remember & use
Rahel Bailie – Content Life Cycle Model
http://thecontentstrategybook.com/
Product Content Model developed for a Telecom Enterprise in 2000
Revisited more recently to distill the key elements
ProductContent Strategy
Product Content Life cycle Model
Content Strategy & Corporate Collapse
Share
Price
Content Life Cycle Model introduced as part of an Enterprise Content Strategy
“It’s not my fault”
- Joe Gollner
Content
Information
Publishing
Documents
Data
Knowledge
Back to Basics: Key Definitions
Content & Information
Content Is what we plan, design, create, reuse & manage so that we can deliver effective information products
Content is potential information (an asset)
Information Is the meaningful organization of data communicated in a specific context with the purpose of influencing others
Information is a transaction (an action) that contains Content
Visual Credit: oneiromancernjv.deviantart.com
Content Components Text Modules
Media Resources
Data Sources
Relationship Links
Metadata Properties
Concept Taxonomies
Assembly Maps
Governing Models
Validation Criteria
Processing Rules
Distribution Rights
Formatting Instructions
Authority Precedents
Technology Factors [Technology is never neutral]
Management Systems
Authoring Environments
Publishing Processes
Discovery Interfaces
Social Media Venues
Mobile Devices
An information transaction is composed
of numerous content components
coming together to create an effective
information experience
Content & Information: In Practical Terms
Publishing
The process of transforming content assets into information products that can be effectively transacted
Documents
Documents are the persistent form of information transactions that have been exchanged as part of a business process. Documents are a fact of life & can take many forms.
Publishing & Documents
Data & Knowledge
Data
The meaningful representation of experience. The building blocks of communication.
Knowledge
The meaningful organization of information expressing an evolving understanding of a subject and establishing the basis for judgement and the potential for effective action
Information
Data
Knowledge
Content
Substantiated Information Content is the most valuable
asset an enterprise has – it is Liquid Knowledge
Needed a Model that would
Align with the grounded definitions of core concepts
Provide a prominent & practical position for the ascendant practice of “Content Strategy”
Limits the prominence of “Content Management”
Provides a prominent position for “Content Engagement” to reflect the rise of social media, user generated content, & analytics
Content Life Cycle Working Model
Content Life Cycle: Core Activities
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
Content Acquisition
Designing
Creating
Converting
Licensing
Content Acquisition
ContentAcquisition
Key Points:
- Maximize quality
- Minimize costs
- Support authors
- Formalize & optimize
supplier channels
Content Delivery
Selecting
Resolving
Filtering
Compiling
Rendering
Deploying
Content Delivery
ContentDelivery
Key Points:
- Maximize automation
- Increase abstraction of rules
- Manage complexity
Print Delivery
Deliver
- Resolve
- Compile
- Publish
Content
Re
so
lve
Publish
Deploy
Digital
Products
Deploy
Printable
Products
XML
XHTML
HTML5
OOXML
PDF / EPS
InDesign
Quark
MS Word
Templates
Output Plan
(Map & View)
Assets
Rules
Ou
tpu
t V
aria
nts
Re
nd
er
Tra
nsfo
rma
tio
ns
Compile
Content
Digital Delivery
Content Management
ContentManagement
Content Management
Facilitating content workflows • Editorial
• Production
Protecting content value • Security
• Recovery / Roll-back
Facilitating Reuse • Discovery
• Reference
• Resolution
Managing links to data sources
Enabling reporting services
Key Points:
- Formalize processes
- Control access
- Facilitate change
- content
- processes
- components
- users
Content Engagement
ContentEngagement
Content Engagement
Tapping into user experiences
Soliciting user feedback
Incorporating user contributions
Leveraging user analytics
Maximizing user effectiveness
Facilitating user collaboration Key Points:
- Published information optimized for users
- Provides user support services, specifically “discovery”
- Traceability back to source content maintained
- Drive content evolution
Best Practice: Maintaining Life Cycle Balance
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
Over-investment in any one area can be a problem
A strategy is a plan of
action directed towards
achieving a long-term goal
through the coordination,
integration and application
of the resources and
capabilities available to
an enterprise
A Content Strategy seeks to make content a strategic asset that
can be leveraged by state-of-the-art technology to achieve
concrete business goals. It will determine what content is
needed and why.
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
Content Strategy
Introducing a Measurement Framework
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For a Content Strategy to be a genuine plan of action,
it must deploy measurement in order to target & monitor investments.
Content Metrics reflect the measurements that an organization
deems important. The first step is determining what needs to be measured.
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2.4
4.2
As Is
2.8
4.0
8.3
8.77.8To Be
1
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8.8
Content Metrics
“As Is” Current Score: 45 “To Be” Target Score: 281
Grounded Content Strategy
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ContentStrategy
A grounded Content Strategy is one that identifies concrete & measurable
objectives for balanced investments in the Content Life Cycle.
Content Strategy & the Content Life Cycle
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
A continuously evolving Content Strategy
will drive a continuously improving Content Life Cycle
which delivers continuously increasing benefits to the enterprise
Content Engineering, Technology & Solutions
Content Engineering
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
Content Technology
Content Solutions
Content Engineering
Content Engineering:
The application of engineering discipline to the
design, acquisition, delivery, management, and use
of content and to the technologies
deployed to support the full content life cycle
The Language of Content Strategy
A Definition of Engineering
Engineering:
Engineering is the application of scientific principles to the
design, development, support and use of systems which are
themselves made up of structures and processes.
Engineering entails the
methodical & documented use of
precedents
standards
experiments
measurements
tests
best practices
past experience
state-of-the-art
technology
Metadata Model
Discovery support
Connect semantic markup to application behaviour
Content Model
Core content types
Support essential patterns
Integrate with metadata model
Content Process Model
Establishes interim representations, points of validation, output goals & results
Content Engineering in Practice
Models provide
context for markup
Markup supports
processing
Content Technology
Technology that has been specifically designed to create, store, manage & process content with all its complexity including content that has been optimized for portability & processability using open standards
Some technologies have been designed to work with content
Many technologies can be made to work with content
Content Technology
Content Technology
ContentAcquisition
ContentDelivery
ContentManagement
ContentEngagement
Authoring tools: XML Editors / Augmented Word Processors & DTP
Conversion services: Full Service Providers / SaaS Options
External sourcing: Electronic aggregation & validation
Open Source Options: DITA OT / FOP
Transformation Tools: Saxon / MSXML
Formatting Tools: AntennaHouse / RenderX
CCMSs: Trisoft / Ixiasoft / Bluestream / Componize
Augmented CMSs: DITAExchange / Documentum
Alternatives: SaaS (EasyDITA / DocZone) / VCSs
Dynamic Delivery: SDL LiveContent / SuiteShare
Help Publishers: WebWorks / MadCap / RoboHelp
XML Databases: Ixiasoft TextML / MarkLogic / EMC Dynamic Server
Social Media / WCMS: MindTouch, Ingeniux,…
Some Representative Examples
Content Solutions
Technology
Knowledge
Bus
ines
s
ContentSolutions
Cont
ent
Man
agem
ent Know
ledge
Managem
ent
BusinessSystems
Documented & Integrated
Glo
bal &
Dyn
amic
Open &
Extensible
Content Solutions
are far more important for the
modern enterprise than is appreciated
Content Solutions
integrate the three
key enterprise domains:
- Knowledge
- Business
- Technology
Historically, the
failure to integrate
these domains has
been a major
stumbling block
impeding
improvement
Life Cycle Models
Should be judged by how useful they are in helping content initiatives to succeed
Should help organizations to understand the real nature of content as well as the challenges and opportunities surrounding its effective use
Should help organizations to approach their content assets strategically and to tackle long-standing integration problems…
Getting a Handle on the Content Life Cycle
Making Connections
Joe Gollner Gnostyx Research Inc. www.gnostyx.com [email protected]
Twitter: @joegollner
Blog: The Content Philosopher
www.gollner.ca