let your content flow

10 June 2015 CIO Enterprise Content Center of Excellence | ©2014, 2015 IBM Corporation 1

Let Your Content FlowMichael PriestleyEnterprise Content Technology Strategist

CIO Enterprise Content Center of Excellence

Content owners: Michael Priestley, Andrea Ames Last updated: 8 June 2015

mailto:[email protected]?subject=ECS Overview presentation


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We’ve been here before


Meet Sarah and Sam

4

Sarah is an IT architect for her company. She is responsible for building a new Web content management system for their intranet, using information about IBM products and services.

Sam is a new IBM Sales rep with a client looking for information about how IBM Managed Cloud can solve their hosting challenges. While traveling he relies on his mobile device to research solutions, create, and share collateral.

• Too much time searching for content

• Too much time evaluating search results

• Too much time determining whether information is accurate and complete

• No way to filter, customize, or share custom content

Sarah and Sam’s content experience has been:


Many content sources, many content channels…

The Client Journey start

Return to start

Deploy Use Extend Manage &

maintainLearn Troubleshoot

DiscoverSources: Info development, Trainers, Business

Partners, Development, Users

Channels: Courses, Knowledge Center, Online

training, Third-party courses, Third-party sites

LearnSources: Info development, Trainers, Business




TrySources: Info development, Trainers, Business




BuySources: Info development, Trainers, Business




AdvocateSources: Info development, Trainers, Business




AdoptSources: Info development, Trainers, Business




Sarah is trying to Learn…

• Searches the Web for best

practices to share with her

team and finds content that is

not relevant to her

• Searches ibm.com and finds

content that might help, but

there is so much info in so

many places, can’t

determine which apply

• Discovers marketing content

that helps her to better

understand product

capabilities and pursues one

product

• Finds documentation, but no

deployment scenarios or best

practices, so she can’t tell

whether it is appropriate for

her environment


Many content projects

How many of these projects could scale? How many of

these content projects could be easily reused by other

divisions or departments? How many could be repurposed

without major human intervention? How many could even be

found after the campaign was over?

Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

http://contentmarketinginstitute.com/2015/01/evolution-content-marketing-include-intelligent-content/


We know what we want


The evolution of content

What if I could take a piece of content and publish it to

multiple output channels, all set to display in different

ways (because of the rules that I set) without having to

handcraft each piece of content separately?

Technical communicators have been doing this for years

Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

http://contentmarketinginstitute.com/2015/01/evolution-content-marketing-include-intelligent-content/


Who is “we”?

The benefits of using intelligent content principles

can be even more dramatic for marketing content

than for technical content.

Rahel Bailie, Intelligent Content Across the Organization

http://www.intelligentcontentconference.com/intelligent-content-across-organization/


We all want the same thing


But we use different words

Smart content

(Gilbane)•Granular

•Semantically rich

•Useful across apps

•Meaningful for

collaborative interaction

Intelligent content

(Rockley)•Structurally rich

•Semantically aware

•Discoverable

•Reusable

•Reconfigurable

•Adaptable

Chunked

Omni-

channel

Content

CollectionsClassification

Structured

Modular

Semanti

c

Adaptiv

e

Dynamic Enriched

Re-usable

Personalizable

Structured

Semanti

c

Adaptiv

e

Structured

Semanti

c

Dynamic

Adaptiv

e

Structured

Semanti

c

EnrichedDynamic

Adaptive

Structured

Semantic


We need intelligent content management


Control common

elements

Apply metadata

for filters and

adaptive display

Share content

across

collections

Assemble, filter,

substitute

Generate outputs

For product documentation

Product

list

Legal

notice

Task

Mention a

product

Admin step

mentions button

Product1

guide

Product2

guide

Normal user

step

Disclaimer

Online help

Knowledge

Center

Admin

guide

Adaptive

HTML5

PDF

EPUB

Other…

User

guide

UI

properties


Control common

elements

Apply metadata

for filters and

adaptive display

Share content

across

collections

Assemble and

filter

Generate outputs

For training content

Product

list

Legal

notice

Exercise

Mention a

product

Item for student

Full day

course

Self study

tutorial

Item for

instructor

Disclaimer

Preview

Student

guide

Instructor

guide

Adaptive

HTML5

PDF

EPUB

Other…

Review


Control common

elements

Apply metadata

for filters and

adaptive display

Share content

across

collections

Assemble and

filter

Generate outputs

For marketing content

Product

list

Legal

notice

Benefits

Mention a

product

Item for CMO

Item for CIO

Case study

Tech

overviewDisclaimer

Preview

Details

CMO

variant

CIO

variant

Adaptive

HTML5

PDF

EPUB

Other…

JSON


Across an enterprise content ecosystem


People work together, so our technology has to

Integration across silos to support collaboration across teams

Integration of end-to-end processes to enable continuous delivery

Operations

team

Knowledge

center

team

Ibm.com

site

Software

architect

Design

content

strategist

Content

marketing

strategist

Software

developer

Content

developerMarketing

author

Deliver and

maintain

Plan and

design

Author and

reuse

Collaboration

Co

ntin

uo

us d

eliv

ery

Integration and Optimization


Learning plan

Author and reuse across silos

Training

Product docs

Marketing

Sales

Course

Tutorial

Feature

overview

Steps

Tutorial

RFP

Feature

Benefits

Case study

Feature

overview

Business

benefits

Knowledge center product collection

Tutorial Feature Steps

Feature

Steps

Benefits


Reuse catalog

• Quickly assemble and filter components for new campaigns/journeys

• Reuse of both assembled and component content

• Can reuse dynamically –always pick best match for criteria, regardless of origin

• Measure performance at component level

Runtime reuse

Benefits

Tutorial

Feature

Steps

Case

study

Dynamic

collection

For criteria:

• CIO

• Learning

• Interests in

cloud, security


Content delivery must evolve

Static

Produce separate content for mobile vs desktop

Responsive

Same content reflowed for every device

Adaptive

Content is shown or hidden as well as reflowed based on device, as well as other criteria like audience, location


All you need is love (and standards)


Barriers to collaboration

2

2

ProcessLack of governance

Lack of feedback

CultureLack of incentives for reuse

Incentives for reinvention

ContentInconsistent content types

Inconsistent classification

TechnologyLifecycle silos tie authoring to delivery

Formats tie content to authoring system


Breaking down silos

• Build a bigger silo?There’s no silo big enough to cover cross-company reuse scenarios

• Integrate across silos?Requires that every reuser have access to every source system

• What about portable content?Requires content that can be exported from a repository with its structure, metadata, and relationships intact


We need standards

Intelligent content

Needs and standards: Process: Benefits

• Adaptive display

• Reusable modules

• Taxonomy and metadata

standards

• Content standards for type,

format, and granularity that

enable smart or intelligent

content

• Create templates and

transforms

• Focus on industry standards

like DITA

• Support co-existence of

single-use and multi-use

content

• Provide support for

incremental migration

• Consistent structure across

formats

• Consistent metadata across

formats

• Avoid single-vendor

dependencies

• More ROI for content

• Content is Findable, Usable

and Reusable

Content is findable,

usable, and reusable

We need content that is intelligent:

1. Portable across systems 2. Useful across applications 3. Findable, usable and reusable


Control common

elements

Apply metadata

for filters and

adaptive display

Share content

across

collections

Assemble, filter,

substitute

Generate outputs

• Conref

• Conkeyref

• Keyref

• Metadata

attributes

• Taxonomies

• Maps

• Topicrefs

• Reltables

• Assemble with

maps

• Filter with

ditaval

• Substitute with

keydef maps

• Multiple output

options and

vendors

• Including static

or dynamic

• Opensource or

vendor

• Out of the box

or custom

We have standards

Plus specialization: a content typing architecture that allows different content domains to

have variations of common content types without compromising reuse of content or code

We don’t have to all agree on what a tutorial is: we just have to agree on what the

differences are


We have standards

Product

list

Legal

notice

Benefits

Mention a

product

Item for CMO

Item for CIO

Case study

Tech

overview

Disclaimer

Preview

Details

CMO

variant

CIO

variant

Adaptive

HTML5

PDF

EPUB

Other…

JSON

Taxonomy

file

Separation of

semantics from

presentation

Pre-

approved

content

Topics Maps

subjectscheme

keyref

metadata

conref

Conditional

processing

Omnichannel

publishing

Adaptive content


Why do standards matter?


The content problem your company faces is bigger than your

team*


*if your company has more than one team creating or delivering content


The content problem your company faces is bigger than your

company*


*if your company has partners, suppliers, resellers, or customers who need to work with your content


Across the enterprise – and beyond!


Who supports DITA

Authoring

(http://www.ditawriter.com/list-of-dita-optimized-editors/ )

• inMedius DITA Storm

• SDL Livecontent Create

• Adobe FrameMaker

• Quark XML Author (Word)

• easyDITA

• Codex

• PTC Arbortext

• JustSystems XMetal

• Syntext Serna

• Syncrosoft Oxygen

• DITAWorks

• Vex

• XMLMind

• Altova XML Spy

• FontoXML

• SimplyXML Content Mapper

• DITA Exchange

• exeDITA

• Stilo AuthorBridge

• DITAWorks Pro

• EMC Documentum

• DocZone

• easyDITA

• eXact Learning

• IBM FileNet

• RSI RSuite

• SDL LiveContent Architect

• Sibersafe DITA CMS

• Sirius DITA

• Siemens Teamcenter

• Vasont DITA CMS

• X:Point

• Plus others (language-specific or industry-specific)

Publishing

AntennaHouse

Apache FOP

DITA for Publishers

DITA inPrint

DITA Open Toolkit

DITA-FMx

Elkera XML

RenderX XEP

Dynamic delivery

Suite Solutions SuiteHelp/Share

Webworks

Mekon DITAWeb

Antidot Fluid Topics

Titania HARP

AuthorIT

4D Help

Mindtouch

Managing

(http://www.ditawriter.com/list-of-dita-capable-cmses/ )

• PTC Arbortext CMS

• Astoria On-Demand

• Author-IT Cloud

• BlueStream XDocs

• Calenco

• Cinnamon

• Componize

• ConteX

• Ixiasoft DITA CMS

• DITA Exchange

• Inmedius DITA Storm Suite

• DITAToo

Migrating

• Stilo Migrate

• XMLMind DITA Converter

• Omni Systems DITA2Go

• CambridgeDocs xDoc Converter

Translating

SDL Trados

Maxprograms Swordfish

Lionbridge

XTM Cloud

http://www.ditawriter.com/list-of-dita-optimized-editors/

http://www.ditawriter.com/list-of-dita-capable-cmses/


Lightweight DITA broadens DITA’s scope (and is a work in progress)

XDITA (DITA in XML) HDITA (DITA in HTML5) markdita (DITA in markdown)

<topic>

<title>The point of it all</title>

<shortdesc>I can sum it up here</shortdesc>

<body>

<p>I can say some more stuff</p>

<section>

<title>Stuff</title>

<p>And so on</p>

<ul>

<li><p>This</p></li>

<li><p>Is</p></li>

<li><p>A List</p></li>

</ul>

<section>

<title>And more stuff</title>

<p>With its own explanation</p>

<dl>

<dlentry>

<dt><p>This</p></dt>

<dd><p>Is explained</p></dd>

</dlentry>

<dlentry>


<dd><p>Is also explained</p></dd>

</dlentry>

</dl>

</section>

</body>

</topic>

<article>

<h1>The point of it all</h1>

<p>I can sum it up here</p>

<p>I can say some more stuff</p>

<section>

<h2>Stuff</h2>

<p>And so on</p>

<ul>

<li><p>This</p></li>

<li><p>Is</p></li>

<li><p>A List</p></li>

</ul>

<section>

<h2>And more stuff</h2>

<p>With its own explanation</p>

<dl>


<dd><p>Is explained</p></dd>


<dd><p>Is also explained</p></dd>

</dl>

</section>

</article>

#The point of it all

I can sum it up here

I can say some more stuff

##Stuff

And so on

- This

- Is

- A List

##And more stuff

With its own explanation

- **This** Is explained

- **This** Is also explained


Let your content flow

Across systems

Across teams

Across disciplines

Across companies

Across formats

Let content flow to where it’s needed

– don’t make people form a bucket

brigade of copy and paste

Let your content flow, so partners and

customers don’t go thirsty

looking for the tap


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• backup


• Content – structured, typed, chunked

• Collections

• Classification

The three Cs of DITA


• Separates content from presentation

• Semantically meaningful labels like “title”, “short description”

• No way to define font size, pixel placement in the source

Content is structured

Here it is

And this is how it all

starts

And then it just goes

from there

Title

Short

description

Body

paragraph


• The A in DITA is for architecture – roll your own content types using specialization

• You can define rules for what content and metadata are allowed in each content type

• Elements are given meaningful names instead of presentation characteristics

• “Task” has “steps”; “Tutorial” has “objectives”

Content is typed

Planning your trip

Bring an umbrella and

it won’t rain

You’ll need an

umbrella

1. Pick a destination

2. Check the weather

3. Bring an umbrella

anyway

Title

Short

description

Prereqs

Steps

Task content type


Here it is


starts


from there

Here it is


starts


from there

• DITA “topics” are nestablecontent units

• Based on the principle that the safest unit of reuse is the unit of use: an identifying heading and the content it identifies

• A tutorial or whitepaper is made up of many “topics”

• Each topic can be reused across many documents and collections

• And any element inside a topic can be reused in other topics: from whole sections to individual words

Content is chunked

Planning your trip

Bring an umbrella and

it won’t rain

You’ll need an

umbrella

1. Pick a destination

2. Check the weather

3. Bring an umbrella

anyway


• Separate content from collection context

• Topics don’t have to know where they are reused

• Parent topics can have different children in different collections

• Allows flexible, scalable reuse

• Generate assembled output documents, or linked sets of pages

• Can have collection types, just like content types, to define organization/semantics at any level

Collections

Case study 1 Case study 2

Topic A Topic B

Topic C

Topic D Topic E


Classification

Product

taxo

Benefits

Mention a

product

Item for CMO

Item for CIO

• Apply metadata to whole sets of content very quickly

• Or provide detailed customization within a page

• Control metadata values at any level using taxonomies – from collection to individual words in a paragraph

• Taxonomies can also be used as value lists for variable or volatile elements within content: metadata and data can draw from same source

• Leverage for single source publishing, personalized search, and adaptive display

Audience

taxo

{product} Case study

let your content flow

Technology

stuff stuff