future-proofing your content

#tcworldIndia17 Sarah O’Keefe

Future-proofing your content

#tcworldIndia17

Future-proofing requires flexibility.

#tcworldIndia17

The text cycle

Hillesund, Terje. "Reading Books in the Digital Age subsequent to Amazon, Google and the long tail" First Monday [Online], Volume 12 Number 9 (3 September 2007). Retrieved on June 30, 2011.

reading writing

production

storingrepresentation

distribution

content

#tcworldIndia17

Written content (once upon a time)

reading writing

production


distribution

#tcworldIndia17

Printed content, 1450ish

reading writing

production


distribution

#tcworldIndia17

Desktop publishing, 1980s

reading writing

production


distribution

#tcworldIndia17

Digital text content

reading writing

production


distribution

#tcworldIndia17

Digital audio/video/graphical content

reading (consumption) writing (authoring)

production


distribution

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• Content storage and representation are often tied together. Exceptions:

• Text-to-speech functionality

• Animation with layers

• Need the ability to separate audio and video into cycle components

Use of audio and video limited by development process.

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How do we future-proof each phase?

reading writing

representation

distribution

storing

production

#tcworldIndia17

Reading or consumption

reading

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Marketing funnel

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Customer journey

• Body Level One

• Body Level Two

• Body Level Three

• Body Level Four

• Body Level Five

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Buy

Customer journey

Buy

#tcworldIndia17

• Content matters before Buy decision

• After-sales content doesn’t matter

Don’t care.

Content strategyin the marketing funnel

Buy

Care

#tcworldIndia17

Pre-sales and post-sales content

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#tcworldIndia17

Pre-sales versus post-sales

• Persuasive

• Product overview

• Advertising

• White paper

• Factual

• User documentation

• Training materials

• Knowledge base

#tcworldIndia17

Content strategy in the customer journey

Buy

CareCare

Care

Care

#tcworldIndia17

Convergence

• Persuasive• Factual

• Advertising

• Product overview

• White paper• User documentation

• Training materials

• Knowledge base

#tcworldIndia17

• Pay attention to reader requirements

• Focus on the entire customer journey, not just “pre-sales”

Reading or consumption

reading

#tcworldIndia17

Distribution

distribution

• Personalized

• Dynamic

• Various media

• Push (email, docs in the box)

• Pull (web site)

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

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#tcworldIndia17

Your reputation affects content distribution.

@sarahokeefe

Customers who say their retailer understands them.

0% 25% 50% 75% 100%

37%

The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

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• What are people saying about your content and your product?

• Listen to them.

Distribution

distribution

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Representation or visual appearance

representation

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

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Transcreation - bullet and image

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• Reader controls which device is used

• Reader can modify visual presentation

• Accessible, adaptable content is key

Representation or visual appearance

representation

#tcworldIndia17

Production

production

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

#tcworldIndia17

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

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Collaboration workflow

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• Where does information originate and where does it go?

• How do I align those systems?

• “Single source of truth”

Production

production

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• Information is encoded with the information needed to support reading, distribution, and representation requirements

• Semantic tagging

• Metadata to enable filtering

Storing

storing

#tcworldIndia17

Today, XML is the best available option for storage of complex content.

#tcworldIndia17

<note><pitch>

<step>G</step><alter>1</alter><octave>5</octave>

</pitch><duration>2</duration><voice>1</voice><type>eighth</type><accidental>sharp</accidental><stem>down</stem><beam number="1">end</beam><notations>

<slur type="stop" number="1"/></notations>

</note>

Complex notation

flickr: pfly

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• Content creators must understand downstream requirements and plan for them

• Tag variants

• Flag info for personalization

• Localization

• Reuse

Writing

writing

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

#tcworldIndia17

XML?

Markdown?

Forms?

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Personalization

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• Hand-copied books

• Generally commissioned

• Often customized for the buyer

• Gutenberg Bible

• 42 lines of standard printing

• Customized illumination

Customizing content, then and now

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Personalization in the Luttrell Psalter (circa 1320–1340)

Geoffrey Luttrell

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Personalization today

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

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#tcworldIndia17

• Tone and voice

• Language

• Distribution

• Encoding

• Delivery

Content facets

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Contemporary tone means content ages fast

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Slang is specific to culture and locale

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A strong voice adds personality to your content.

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A strong voice may limit geographic reach.

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What do customers care about?

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Minimum viable content

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Content strategy

flickr: Candie_N

#tcworldIndia17

Map content approach to business goals

flickr: Candie_N

#tcworldIndia17

• Writing standards

• Media standards

• Information architecture

• Content model

• Systems and software

Content strategy

#tcworldIndia17

Localization strategy

flickr: ruthbruin

#tcworldIndia17

Map localization efforts to business goals

flickr: ruthbruin

#tcworldIndia17

• Content for localization

• Localization options

Localization strategy

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• Our world is connected

• Globalized

• Mobile

• Context-aware

flickr: stevendepolo

The world

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Content must adapt.

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

#tcworldIndia17

#tcworldIndia17

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

#tcworldIndia17


#tcworldIndia17

• Human translation• Machine translation• Transcreation

Choose your method wisely…

#tcworldIndia17

• Machine translation

• Machine translation with post-editing

• Tiered localization strategy

Use of machine translation is increasing

Wikimedia: D J Shin

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Human versus machine

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• Humans understand tone, style, and nuance.

• Machines excel at terminology and predictable language.

Human versus machine

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Transcreation

Flic

kr: w

olfg

angs

taud

t

#tcworldIndia17

• Ideal for custom messaging• Requires significant planning• Planning happens during

source language planning• Highly effective, but very

expensive

Transcreation

#tcworldIndia17

• Partner with local market experts

• Convey intent and approach• Collaborate on targeted

messaging• Always test locally before

deploying

Transcreation

#tcworldIndia17

Translation workflows

Flickr: ironypoisoning

#tcworldIndia17

• Waterfall• Parallel• Agile/iterative

Translation workflows

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• The type of translation informs content and product design

• The type of workflow informs project and release schedules

• Find the best combination to maximize value

• Keep corporate culture in mind

Your choices matter

• Body Level One

• Body Level Two


• Body Level Four

• Body Level Five

#tcworldIndia17

Transcreation Human translation MT plus PE raw MT

Tier 1 Tier 2 Tier 3

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• Focus on customer journey

• Look at all components of the text cycle

• Content strategy

• Localization strategy

Summary

reading writing

representation

distribution storing

production

future-proofing your content

Technology