putting intelligence in content delivery with ann rockley
TRANSCRIPT
@arockley | #infodevworld |
www.rockley.com
Putting Intelligence in Content Delivery
Ann Rockley – CEO, The Rockley Group
@arockley | #infodevworld |
www.rockley.com
The Rockley Group• More than 15 years’ experience in
Healthcare• Clinical• Labeling• Promotional• Industry experts• Structured content strategy• Content reuse• Structured content management
systems• Content globalization strategy• Multichannel delivery
@arockley | #infodevworld |
www.rockley.com
@arockley | #infodevworld |
www.rockley.com
Ann Rockley @arockley
• CEO and Founder, The Rockley Group• Creator of the concept of intelligent
content• Founder, Intelligent Content
Conference• Known as the "mother of content
strategy"• Forefront of intelligent content
strategy, reuse, structured content management, multichannel delivery (Web, eBook, mobile, print)
• Passionately committed to defining and sharing industry best practices
• Master of Information Science• Fellow of the Society for Technical
Communication
@arockley | #infodevworld |
www.rockley.com
Too often publish good high-quality content, but it gets lost
in the mass of available content
@arockley | #infodevworld |
www.rockley.com
Metadata, SEO, navigation are important but not enough
@arockley | #infodevworld |
www.rockley.com
Need to provide dynamic content
@arockley | #infodevworld |
www.rockley.com
Dynamic content is assembled
on-demand based on user profile, preferences, purchase
history, or online behavior
@arockley | #infodevworld |
www.rockley.com
What they need, when they need it, on the device of their choosing and in their desired
format
@arockley | #infodevworld |
www.rockley.com
Why dynamic content?• Customers are unable to find what they
need• Too much information• Don’t know what they need• Content is too generic
@arockley | #infodevworld |
www.rockley.com
Examples of dynamic content
@arockley | #infodevworld |
www.rockley.com
Dynamic policies and procedures• 100,000 pages of policy and procedure
documentation in two languages• 29 different types of employee roles• Initially created web-based versions of the
tasks with multiple links (employees got lost in all the branching)• Next they created multiple copies of the
task customized for each role (huge amount of work, high degree of error when updates are required)
@arockley | #infodevworld |
www.rockley.com
The dynamic solution• Dynamic content intranet portal• Employee profiles that identify role• Employee requests content, the system
configures the content to match their profile• Employees can create their own workspace
to store frequently used content for fast retrieval• Alerts for changed/new content
automatically pushed to employee based on role
@arockley | #infodevworld |
www.rockley.com
Result• Customized content that meets employee
needs• Significantly reduced authoring workload• Reduction of errors
@arockley | #infodevworld |
www.rockley.com
Financial certification program• 6 courses, 3 mastery levels• Each course 700-1000 pages (paper is still
common in financial materials)• Goal: Online university
@arockley | #infodevworld |
www.rockley.com
The dynamic solution
• Identify what students need to know• Create an information model outlining
the topics and mastery levels• Restructure courses based on model• Single source topics from a database• Implement a Learning Management
System• Learner logon enables learner to log on
and receive customized dynamic content
@arockley | #infodevworld |
www.rockley.com
Results• Customized learning• Reduced maintenance for content• Can do more with less• Was able to implement a brand-new course
for a new type of learner in less than three weeks
@arockley | #infodevworld |
www.rockley.com
Customized software• Customer can customize the software• Add, delete, or change name of fields and
windows• Content is very generic which is confusing
to users• Customers are paying for customizable
software, unhappy with the generic content
@arockley | #infodevworld |
www.rockley.com
Solution• Enable the system administrator to
customize the software• Software automatically builds a table with
the new values (window names, fields)• The dynamic delivery engine references the
table and does an “on-the-fly” substitution of variables• Content is customized to the customer• Content is customized to the employee
@arockley | #infodevworld |
www.rockley.com
Results• Customer has customized software and
customized content• Happy customer• More effective customer employees
@arockley | #infodevworld |
www.rockley.com
What’s different?• Intelligent content (self aware)• Content as application not delivery• Content as data, not as BLOBs• Ability to identify and access any piece of
content based on structure• Ability to assemble content on demand
based on queries
@arockley | #infodevworld |
www.rockley.com
More than just full-text retrieval• Based on metadata• Based on structure• Based on content• Faceted navigation (navigation based on
categories or tags)
@arockley | #infodevworld |
www.rockley.com
How dynamic content happens
@arockley | #infodevworld |
www.rockley.com
Identifying customer needs• Thorough audience analysis• Know what they need• When they need it• In what form they need it• At what level content is dynamic (topic,
section, paragraph, sentence, word)
@arockley | #infodevworld |
www.rockley.com
Supporting personalized content• Personas• Metadata• Models• Business rules
@arockley | #infodevworld |
www.rockley.com
Develop personas• A persona is a profile of a typical user• This persona lets the designers design
content to meet their needs.
@arockley | #infodevworld |
www.rockley.com
Example persona: Financial• Side counter• Many years experience• Could be asked about almost anything• Need to know fastest way to respond to
customer needs (e.g., open an account, apply for a credit card)
• Procedural information is primary, policy is secondary
@arockley | #infodevworld |
www.rockley.com
Designing metadata and user profiles• The content management system uses
metadata to identify content that is appropriate for a particular user. • Static personalized content is created by
defining user business rules then automatically building the personalized static content that matches the business rules• Dynamic personalized content is tied to the
user login. Content is dynamically assembled to meet the needs of the customer.
@arockley | #infodevworld |
www.rockley.com
Metadata• Metadata is critical• Metadata is matched with the customer
profile and the customer selection to select the content to display• Without sufficient metadata dynamic
delivery is not possible
@arockley | #infodevworld |
www.rockley.com
Example metadata• Role• Product• Version• Market• Region• Language
@arockley | #infodevworld |
www.rockley.com
Models• Determine where content changes based on
metadata• Information product (document)• Topic• Element (e.g., paragraph)• Variable• Content must be structured and tagged to
support these requirements
@arockley | #infodevworld |
www.rockley.com
Business rules• Business rules match the customer profile,
add the customer request/selection, and determines what to display
• Business rules example• If Location = United States select US• If Language = English display English else
display Spanish• If Security permission = Level 2 display
<= Level 2• If Role = Side Counter display Side
Counter
@arockley | #infodevworld |
www.rockley.com
Technology requirements• Component content management system• Store and manage content objects• Reuse• Metadata• Workflow• Translation• Reports
@arockley | #infodevworld |
www.rockley.com
Technology requirements• Component content management system
(CCMS)• Dynamic delivery engine
@arockley | #infodevworld |
www.rockley.com
Technology cont.• Dynamic delivery• Integrate with CCMS• Automatically assemble content based on
business rules and metadata• Provide user functionality to identify and
create own “workspace”• Publish content to appropriate channel
(web/mobile, ePUB, PDF)
@arockley | #infodevworld |
www.rockley.com
Technology available• Ingeniux, CMS• Mekon, DITAWeb• SDL, LiveContent Reach• Suite Solutions, SuiteShare
@arockley | #infodevworld |
www.rockley.com
Summary• Dynamic content provides an enhanced
customer experience• Dynamic content is supported by: Personas Metadata Models Business rules Appropriate technology
