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This keynote presentation tackled some of the really big trends that are changing the way Tech Comm is conducted and how it fits into the modern enterprise.
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Copyright © Joe Gollner 2011
The Content
Revolution
Lavacon 2011
Joe Gollner
Gnostyx Research Inc.
jag@gnostyx.com
@joegollner
Thinking about Content as Food
The Content Solution Lifecycle
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Vision Preparation
Control Feedback
Content Strategy: The Vision
Concept
Customers
Market
Competition
Reputation
Value
Excitement
Content Acquisition: The Preparation
Ingredients
Tools
Techniques
Recipes
Content Delivery: The Transaction
Personalize Deliver Present Satisfy × 10
Content Management: The Control
Direct
Measure Correct
Motivate
Content Evolution: The Feedback
Engage
Listen Adapt
Improve
Lessons from the Content Kitchen
Think about content
as everything that has
to come together behind
the scenes
… in order to achieve
superlative performance
in satisfying customers
with exciting & evolving
information products
Now Imagine 1 Kitchen for 1000 Restaurants
Copyright © Joe Gollner 2011
TRENDS You Should Know About
Trends putting Content at the Center
Globalization Innovation
Optimization
Socialization
Integration
Globalization
Content and products
are designed, built, delivered
& supported for customers
around the world
Every customer is unique.
Content and products
must be customizable to
suit the context & preferences
of each unique customer.
Innovation
To meet the demands of
7 Billion unique customers,
organizations must pursue
non-stop innovation.
More and more,
products will be
Integrated & connected.
The same goes for content.
Optimization
To be competitive & sustainable
organizations must look for
any & all opportunities to
streamline & improve.
This includes focusing intently
on the content behind
information transactions & products
See mystery to mathematics fly
– Alexander Pope
Socialization
The customers become
the product managers
Customers decide what
a product is for & how it’s best used.
Customer content provides the
feedback that drives product evolution.
Integration
The most important trend
is the need for organizations
to continuously refine how
tightly they integrate their
products, processes & content
The # 1 improvement in how
content is created & managed
is how closely it can be
integrated into the core
business processes
of the organization
Copyright © Joe Gollner 2011
The Real Content Revolution The Convergence of Trends
Different Paths from 1986 to the Present
1986
2011
Tech Comms from 1986 to the Present
1986
2011 The Evolution of
the Tools of
Technical
Communication
Making
communication
teams tactically
more efficient &
more effective
Intelligent Content from 1986 to Present
1986
2011
Charles Goldfarb Yuri Rubinsky
DoD CALS Initiative
ISO 8879 SGML
Addressing the
strategic need to
integrate
enterprise content
Making the
enterprise more
effective &
more efficient
Case Study: When Worlds Collide
Aircraft engine overhaul services company (c1998)
Technical documentation team of 20 communicators
Experts using Xerox GlobalView
Changes in global market
Required use of CALS standards
• Continuous Acquisition & Lifecycle Support
Demanded intelligent digital information products
Tech Comm Question: What happens to me? …
Outcome: Sharp increase in revenue on Tech Comm
Reflections
The Content Solution Lifecycle
Strategy
Acquisition
Delivery
Management
Evolution
Trends
Intelligent Content elevates the strategic perspective
over a narrow focus on tactical improvements
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Globalization
Innovation
Optimization
Socialization INTEGRATION
Making Additional Connections
Copyright © Joe Gollner 2011
What Happens Next? Things are about to get interesting
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