Your Brain on XMLStructured Content and Operational Efficiency
Val Swisher, CEOContent Rules
@contentrulesinc
Content RulesAn amazing collection of people who help great clients create fabulous content and get it ready for global consumption.
Who am I?
If Your Brain was Structured
Imagine
You Could:Be Extremely Organized
StructuredThoughts
You Could:Access any memory, conversation, thought, image you’ve seen, paper you’ve written
StructuredMemories
You Could:Semantically tag all of your memories, names, thoughts, and ideas
BrainFind Stuff
You Could:Vulcan Mind Meld with other people’s thoughts, ideas, and situations
VulcanMind Meld
Only Your Content Can Be on XMLUnfortunately
Truth
You Must:Write as generically as possible
Generic
You Must:Write for multiple modes of publishing (web, print, mobile, tablet)
Multi-Channel
You Must:Tag your content well, using an understandable, well-thought out taxonomy
Findable
You Must:Avoid creating duplicate content (which means you have to search for it and be able to find it)
Reuse
Operational EfficiencyWe use XML to be more efficient.
Why?
Operational EfficiencyDoing more with the same resources.
Definition
Operational Efficiency is Not New
What About XML and Reuse?“You Cannot Realize the Gains of Structured Authoring Efficiency if You are Not Efficient with Words” - me.
Efficient Reuse
What About Terminology Management?
Consistent TerminologyIncreases Operational EfficiencyMandatory for Successful XML Deployments
How?
How Many Ways Can You Say:
Dog Puppy
Canine Mutt
Without Consistent Terminology:Topics cannot be reused effectively
Identical Words
Without Consistent Terminology:Multiple topics that are almost – but not quite – the same
Identical Words
Without Consistent Terminology:Readers get confused
Confusion
Without Consistent Terminology:Customers call technical support
Added Expense
Without Consistent Terminology:Confusion can lose customers
Financial Loss
But How?
Pull
Push
No one uses style guides.
Dirty Little Secret
That’s right.No one.
Using the right tools, you will
Right Tools
• Spend less time writing• Use editing resources more effectively• Create better quality content in all languages• Spend 15-40% less money on translation• Get to market faster• Field fewer technical support calls• Have happier customers