practical content management: what really works
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Presented at DocTrain East 2007 Conference by joe Gollner, Stilo International -- This presentation will introduce practical strategies for getting the most out of content component management. While it may seem that the management of content components is a recent phenomenon, there is a significant body of implementation experience, both good and bad, that stretches back over 20 years. This experience showcases what typically works well and what is a recipe for certain disaster. A general framework will be provided that sketches out the range of considerations that should be factored into a complete solution and recommendations will shared on how implementations can be structured to provide the highest chance of success. In order to make the topic as tangible as possible, the presentation will include real-world examples where some of the key challenges associated with deploying DITA have been successfully addressed.TRANSCRIPT
Practical Content Management: What Really Works
www.stilo.com
Copyright © Stilo International plc 2007
Practical Content Management:What Really Works DocTrain East 2007
Joe Gollner 18 October [email protected]
Practical Content Management
What does really work?
Context & History ofContent Management
Practical Strategies for Making Content Management Effective
Practical Content Management: What Really Works
www.stilo.com
Content is EverywhereContent is the physical form of
our communication
Content populates an ecosystem where people receive, internalize, modify, create and share that content. Content connects everything.
Implications for Managing ContentWe are faced with:
Massively expanding content volumesDiversifying venues for content deliveryProliferating format varietiesRising expectations of usersEscalating specialization of contentEvolving interconnectedness of contentMultiplying problems related to content securityEmerging lifecycle challenges (permanent accrual)Increasing complexity of content
(reintegration of data & documents)Growing recognition of the central importance of content
Practical Content Management: What Really Works
www.stilo.com
The Content Management Market so farGiven the magnitude of the challenge
It is no surprise that Content Management has under-performed
The Content Management MarketEstimated as reaching $1.7 billion by 2007 (WinterGreen Research)Incremental growth (<20% per year)Continues to struggle with weak “ROI” metricsStill lacks a “killer app”
The growth in the importance of content will bring changeGlobalizationCost-competitivenessEscalating demand for information
requires that Content Management becomes effective…
Practical Strategies for Content ManagementNo Royal Road to Success
Key elements include:Appreciation for the challenges surrounding contentFramework for understanding the whole range of challenges
Seeing each challenge as uniqueDeploying appropriate responses
Evaluating alternatives rigorouslyTechnologiesStandards
Maintaining an enterprise focusKeep options open…
Practical Content Management: What Really Works
www.stilo.com
Content EngineeringWorking Definition
The application of rigorous engineering discipline to the design, development and deployment of content management and processing solutions
Distinguishing FeaturesSystematic approachProgressive use of technologyAwareness of
Lifecycle considerationsTotal cost of ownershipSolution scalability
Content EngineeringContent Engineering
Governing disciplineGoal-directed
Content ProcessingEnhance Value
Content ManagementProtect Value
PeopleCreate Value
PlanningDesigningAuthoringEditing
Practical Content Management: What Really Works
www.stilo.com
Content Management ComponentsContent Management
ControlOrganize resources, access and lifecycleChangeFacilitate the evolution of content and the associated servicesDeployEnable the servicesthe content makespossible
Content Management & Content ProcessingA Close Relationship
CM cannot exist without content processing services
Expanding CM services demands more processing
The sophistication of the processing functions increases more rapidly
Many CMS solutions are constrained by weakprocessing capabilities
Practical Content Management: What Really Works
www.stilo.com
Content Processing ComponentsContent Processing
ConvertTransformPublish
Key Focus in Content Engineering
Content Processing ComponentsContent Processing
ConvertTransformPublish
TransformationBreaks down into
RefactorRelateCollectResolveCompile
Emphasis on leveraging efficient automation
Practical Content Management: What Really Works
www.stilo.com
The Content Processing Roadmap
Convert Content
Practical Content Management: What Really Works
www.stilo.com
Conversion Process Template
Facilitating MigrationTwo key criteria for success
Interactive automationGuided with simpleweb interfaceGoverned by user-defined migration rules
Efficient engagement ofSubject Matter Experts
Making the mostof their interventionsRetaining inputs so thatthe process “learns”
Practical Content Management: What Really Works
www.stilo.com
Refactor Content
Refactoring StrategiesStrategy needed to ensure adequate returns on investment
Refactor content that undergoes the highest rates of change first
Refactoring includesbursting & normalizing
Practical Content Management: What Really Works
www.stilo.com
Collect Metadata
The Storage of MetadataProven Design Pattern: Detachable Metadata
Key metadata clustered into a document sub-componentShareable amongst many usesIncorporated into documentwhen important to do so &only then
Practical Content Management: What Really Works
www.stilo.com
Establish Relationships
Link Management
Increasingly important
Sustains contextIncreasingly complexLink Analysis
Significant processingLeverages external storage of links& link metadata
Link generationbecoming critical
Practical Content Management: What Really Works
www.stilo.com
Deliver Content
The Key to Delivery: High Fidelity Automation
Delivery ProcessingAssembling the inputs
Content requestedSupporting assetsApplicable stylesheets & rules
Resolve into a processable wholeCompile formattable content representationsPublish final formatted renditions
Practical Content Management: What Really Works
www.stilo.com
Content Processing & ValidationValidation
Essential capabilityEnables consistent processingStreamlines processes
Validation must beAccurateManageableInformativeActionablePro-activeContinuously improving
Progressive ValidationContent Validation & Verification
Schema structural rulesRules governing content valuesInstance conformance
Content TransformationSupporting multiple lifecycle eventsRecurrent content enrichmentManipulation of many content types
Outputs Validation & VerificationInputs to rendition processesHTML outputsXML outputsData outputs for applications
Practical Content Management: What Really Works
www.stilo.com
Solution ArchitectureAssemblescomponentsto provideintegratedservices
Standardsselection &integration
Technologyselection &integration
Multiple solutions will exist
Evaluating Standards as Potential ToolsIndependence
From parochial interests, proprietary claims, external influences
FormalityOf creation, validation, approval & modification process
StabilityOf standard over time & the backward compatibility of changes
CompletenessSufficiency for declared scope as well as availability of useful documentation & reference implementations
AdoptionExtent of support amongst tool vendors, authorities & users
PracticalityThe extent to which all, or parts, of the standard can be deployed
Practical Content Management: What Really Works
www.stilo.com
Evaluating an Industry StandardScenario
Industry specificationBroad scopeSpecialized stakeholder communityContinuouslychanging & expanding
StrategyImplement where necessaryAddress risk areas
Evaluating a Cross-Industry StandardScenario
Addressing widespread issuesBroad stakeholder communityMatureFurther capabilities emerging
StrategyPlan for adoptionConsider for use in variety of areas
Practical Content Management: What Really Works
www.stilo.com
Technology SelectionKey Considerations
Solution contextScored against requirementsScoring scale
0 – No Fit6 – Total Fit
Results weighedagainst acquisition cost
Technology Lifecycle ConsiderationsSolution context includes
UrgencyComplexityCriticalityConstraints
Projected lifecycleExpected lifespanRate of changeInfluencing factors
Practical Content Management: What Really Works
www.stilo.com
Managing Solution RiskIntegration risk represents
The potential loss of servicesThe potential loss of assets
Integration risk increases with the increase in the number of technologies used to build a solution
Solution complexityCan be managed Ultimately limits solution affordability and even viabilityAddressed in Solution Architecture
Facets of a Scalable Solution Architecture
Practical Content Management: What Really Works
www.stilo.com
Content ArchitectureEstablishesgoverning modelof the knowledge
The knowledgeunderlying thecontent
The knowledgebeing encapsulatedin the solutions
Multiple solutions will exist
The Central Role of the Content Architecture
Practical Content Management: What Really Works
www.stilo.com
Top Ten List – Secrets for CM SuccessDon’t underestimate your content or your businessDon’t underestimate the power of good automationChose an appropriate tool set and validate your choicesDon’t invest in expensive technology too earlyCarefully plan and execute migration activitiesTake a “customer service” focus in delivering tangiblebenefits (new products / services) from your investmentsBe demanding of your suppliers (expect quality)Engage your stakeholders and “take control” of the solutionLeverage standards, don’t be enslaved by themBe an active part of the community as a way to learn and as a way to share what you have learned
Practical Content ManagementThe time for practicalContent Managementhas arrived
Content Managementmust become more effectiveThe centrality of content in the global economy demands itBoth the tools & the techniqueshave been established
XML as the lingua francaModular content architecturesScalable contentprocessing technologiesMethodologies based on experience
Practical Content Management: What Really Works
www.stilo.com
Where did XML come from?
Yuri Rubinsky
XML Recommendation
Stilo InternationalOver Twenty Years of Experience
Defense CALS InitiativeMicrosoft CDROM PublishingWall Street Journal InteractiveEuropean Parliament
Global 2000 ClientsBoeing, Airbus, Embraer, BAE…Wolters Kluwer, Caterpillar…IBM, SAP, HP, Sun, Toshiba…
Providers of OmniMarkPremiere Content Processing Platform
Providers of ways to Accelerate DITA
Practical Content Management: What Really Works
www.stilo.com
Scalable & Efficient Content Processing
Where sophisticated standards, like DITA & S1000D, are involved,the presence of an efficient, scalable and responsive content processing
capability is absolutely critical implementation success. This is the role of OmniMark.
On-Demand Online Content Migration Service
Web-based wizard guides migration activitiesEngages subject matter experts efficientlyReduces cost – improves results
Advanced automation AnalyzingGroupingMappingConvertingValidatingBurstingTesting