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VI. Resources
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VI. Resources
by Steve Manning, Pamela Kostur, Ann Rockley
Managing Enterprise Content: A Unified Content Strategy
Copyright
Dedication
About the Author
About the Contributing Authors
About the Technical Reviewers
Acknowledgments
Tell Us What You Think
Introduction
Who should read this book
How this book is organized
Part I: The basis of a unified content strategy (Chapters 1–3)
Part II: Performing a substantive audit: Determining business requirements (Chapters 4–7)
Part III: Design (Chapters 8–12)
Part IV: Tools and technologies (Chapters 13–18)
Part V: Moving to a unified content strategy (Chapters 19–22)
Part VI: Resources (Glossary, Bibliography, Appendixes A–E, Index)
At what level is this book written?
What you should take away
Conventions
I. The basis of a unified content strategy
1. Content: The lifeblood of an organization
Content: Where does it all come from?
Understanding the Content Silo Trap
What causes content silos?
The effect of silos
Poor communication
Lack of sharing (“not invented here” syndrome)
Reduced awareness of other initiatives
Lack of standardization and consistency
Higher cost of content creation, management, and delivery
Content users suffer, too
A unified content strategy
Unified content benefits
Components of a unified content strategy
Content management system
Reusable content
Unified processes
Where does a unified content strategy fit?
Scope of a unified content strategy
Summary
2. Fundamental concepts of reuse
What is content reuse?
Why reuse content?
The historical foundation for reuse
Manufacturing
Software industry
Technical publications
Web content management
Learning materials
Media
Reuse methods
Opportunistic reuse
Systematic reuse
Example: Systematic reuse
Locked reuse
Derivative reuse
Example: Usability reports
Nested reuse
Example: Product description
Example: Procedure
When doesn’t reuse make sense?
Summary
3. Assessing return on investment for a unified content strategy
Addressing the goals
Identifying the goals
Qualifying the goals
Quantifying the goals
Calculating investment costs
Technology
Authoring
Content management system
Workflow
Delivery
Training and consulting
Lost productivity
Calculating return on investment
Summary
II. Performing a substantive audit: Determining business requirements
4. Where does it really hurt?
Identifying the dangers, opportunities, and strengths
Dangers
Common dangers
Opportunities
Common opportunities
Strengths
Common strengths
Identifying the goals
Common goals
Identifying the challenges
Where a unified content strategy won’t help
Summary
5. Analyzing the content life cycle
Your task
Identifying your content life cycle
Content creation
Planning
Design
Authoring and revision
Review
Content management
Version control
Authoring access control
Publication and delivery
Identifying the players and issues
Content users
Sample internal audience questions
Sample external audience questions
Common issues for content users
Content authors
Sample author questions
Common issues for content authors
Sample translation questions
Common translation issues
Sample global author questions
Common global author issues
Reviewers
Sample reviewer questions
Common review issues
Publication and delivery
Sample publications questions
Common publication issues
Information technology
Common IT issues
Summary
6. Performing a content audit
What is a content audit?
What’s involved in doing a content audit?
Identifying scope of the audit
Selecting representative materials
Analyzing the content
Top-level analysis
In-depth analysis
Content audit examples
Example 1: Medical devices
Top-level analysis
Interpreting the findings
In-Depth Analysis
Interpreting the findings
Conclusion
Example 2: Consumer electronics
Top-level analysis
Interpreting the findings
In-depth analysis
Interpreting the findings
Conclusion
Example 3: Banking institution
In-depth analysis
Interpreting the findings
Conclusion
Example 4: Learning materials
Top-level analysis
Interpreting the findings
In-depth analysis
Interpreting the findings
Conclusion
Example 5: Pharmaceutical product label
Top-level analysis
Interpreting the findings
Conclusion
Building a reuse map
Identifying opportunities for reuse
What comes after the audit?
Summary
7. Envisioning your unified content life cycle
Addressing issues
Sample unified content life cycles
Background
Comparing the life cycles
Create
Review
Manage
Delivery
Summary
III. Design
8. Information modeling
Understanding information architecture
Benefits of information architecture
Modeling based on analysis
Understanding structure
Why is structure important?
Understanding granularity
Information product and element models
Mandatory and optional elements
Information product models
Element models
Elements as containers
Components of models
Semantic information
Base information
Metadata
Architectural information
Production information
The complete model
How are models used?
Summary
9. Designing metadata
What is metadata?
Benefits of metadata to a unified content strategy
Types of metadata
Categorization metadata
Element metadata
Metadata for reuse
Metadata for retrieval
Metadata for tracking (status)
Creating a controlled vocabulary
Ensuring metadata gets used
Summary
10. Designing dynamic content
Why dynamic content?
When does dynamic content make sense?
Examples of dynamic content
Example 1: Universal Reach, Inc.
Example 2: Investors Guide, Inc.
Example 3: IPlan, Inc.
Supporting dynamic content
Identifying user needs
Personas
Designing metadata and user profiles
Matching metadata to the user profile
Dynamic user profiles
Identifying dynamic elements in models
Designing dynamic content business rules
Systematic reuse
Summary
11. Designing workflow
What is workflow?
Benefits of workflow
Improving and simplifying processes
Depicting workflow
Flowcharts
Swimlane diagrams
Swimlane diagrams or flowcharts?
Roles, responsibilities, and processes
Roles (players)
Who is a player?
Depicting roles
Responsibilities (tasks)
Types of tasks
Writing and depicting tasks
Processes (flow)
Business requirements often govern workflow
Depicting processes
Designing effective workflow
Summary
12. Implementing your design
Factors affecting implementation
Scalability
Ease of use
Ease of finding information
Physical granularity
The impact of making your content granular
The impact of not making your content granular enough
Options for implementation
Implementing your model in XML
What is a DTD?
Is a DTD required?
How many DTDs?
DTD or Schema?
Authoring forms
Structural templates (traditional authoring tools)
Semantic versus generic element or style names
Number of elements or tags
Identifying content
Metadata
Style sheets
Style sheet purposes
How many style sheets are needed?
Capabilities of XSL style sheets
Designing style sheets for output
Modular style sheets
Generated text
Control of production style sheets
Summary
IV. Tools and technologies
13. Evaluating tools
Identifying your needs
General criteria
Weighting your criteria
Creating a list of potential vendors
Narrowing down the list
Proof-of-concept
One size fits all?
Summary
14. The role of XML
A brief history of XML
First SGML
Then HTML
What is XML?
Design goals of XML
A look at XML
Importance of XML to a unified content strategy
XML and structured content
Separation of content and format
Built-in metadata
Database orientation
Use of XSL
Personalization
Summary
15. Authoring tools
An overview of authoring tools
Traditional word processing and page layout tools
Structured editors
Capabilities and requirements for unified content
Familiarity
Technical complexity
Vendor questions
Functional maturity
Vendor questions
Book-building capability
Vendor questions
Structural and stylistic control
Vendor questions
Separation of format and content
Vendor questions
Conversion
Vendor questions
Dynamic/virtual documents
Vendor questions
Support infrastructure
Integration with a content management system
Vendor questions
Criteria for selection
Summary
16. Content management systems
The content management process
“Saved as” elements
Vendor questions
Metadata
Vendor questions
The management system
Access control
Vendor questions
Check-in/check-out
Vendor questions
Version control
Vendor questions
Updates
Vendor questions
Repository
Vendor questions
Search and retrieval
Vendor questions
Archive
Vendor questions
Translation
Vendor questions
Workflow
The types of content management systems
Web content management system
Advantages
Disadvantages
Transactional content management systems
Advantages
Disadvantages
Integrated document management systems
Advantages
Disadvantages
Publication content management systems
Advantages
Disadvantages
Learning content management systems
Advantages
Disadvantages
Enterprise content management systems
Advantages
Disadvantages
Other
Database versus CMS
Can one CMS do it all?
Summary
17. Workflow systems
Creation
Vendor questions
Processing
Routing
Vendor questions
Rules
Vendor questions
Administration
Players (role assignment)
Vendor questions
Security and electronic signature
How and where does security apply?
Vendor questions
Deadlines and escalation
Vendor questions
Reporting
Vendor questions
Other considerations
Vendor questions
Summary
18. Delivery systems
Capabilities
Aggregation
Transformation
Output support
XSL support
Book building
Partial or full publishing
Collection publication
Full graphics support
Conversion
Distribution and output management
Assembly
Dynamic content
Personalization
Automation
Summary
V. Moving to a unified content strategy
19. Collaborative authoring: Breaking down the silos
What is collaboration?
Exploring collaboration further
What does collaborative authoring require?
Strategies for organizational change
How groups are organized and managed
Organizing based on content requirements
How groups work together
Relinquishing ownership
How individual authors work
Developing new skills
How models are implemented and used
Strategies for technological change
Summary
20. Separating content from format
Why separate content from format?
Writing structured content
What is structured writing?
Principles of structured writing
Basing structure on information type
Applying the model
Reading the model
Using the building block approach
Same content, different uses?
Writing guidelines for different uses
Example: Same content, different uses
The information model
The finished product
Summary
21. Managing change
Change management
Identify the pain, issues, and consequences
Communicate
Elicit the help of “change agents”
Get a champion
Overcoming resistance
“These ideas come from a different kind of company.”
“That’s not how we do things here.”
“I can’t be creative under these conditions.”
“It’s not worth all this extra work.”
“You’re making my job obsolete.”
Why some projects fail
Changing roles
Enterprise project coordinator (new role)
Information technologist (new role)
Business owners or analysts (modified role)
Information architects (modified role)
Authors (modified role)
Content owners (modified role)
Editors (modified role)
Summary
22. Transition plan
Scoping your unified content strategy
Structure without structured authoring tools
Working with a limited budget
A phased approach
Summary
VI. Resources
Glossary
Bibliography
A. Checklist for implementing a unified content strategy
Phase 1—Analysis
Phase 2—Design
Phase 3—Selecting tools and technologies
Phase 4—Development
Phase 5—Testing and system modifications
Phase 6—Pilot
Phase 7—Implementation
Phase 8—Post-implementation
B. Writing for multiple media
Writing online documentation
Writing for the Web
Writing for wireless devices
Writing for paper
Summarizing the guidelines
Accommodating different media, levels of detail, and styles
Conclusion
C. Vendors
Authoring systems
Content management systems
Workflow systems
Delivery systems
D. Tools checklist
Authoring tool functionality
Content management
Workflow
Delivery
E. Content Relationships
Basic relationships
Complex relationships
Managing the complexity
Conclusion
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