Download pdf - Findable, Usable, Reusable: IBM's Enterprise Content Technology Strategy for Smart Content

© 2010, 2014 IBM Corporation

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Findable, Usable, Reusable:IBM’s Enterprise Content Technology Strategy for Smart Content

Michael Priestley, Enterprise Content Technology Strategist

Congility 2014

Some charts borrowed from:Andrea Ames, Alyson Riley, Ruth Kaufman


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Important Disclaimer

THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FORINFORMATIONAL PURPOSES ONLY.

WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THEINFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUTWARRANTY OF ANY KIND, EXPRESS OR IMPLIED.

IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS ANDSTRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.

IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OROTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.

NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THEEFFECT OF:

• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (ORITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/ORLICENSORS); OR

• ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLELICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.


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The story so far

� Content matters

� We all want the same thing

� We have to work together to get it


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Content matters


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Scope creep

Information

Development Council•Product docs for hardware and software

Corporate

User Assistance•Product docs for hardware and software•Embedded assistance

Total Information

Experience•Product docs for hardware and software•Embedded assistance•Strategy across technical content providers (support, training, partnerWorld, developerWorks, RedBooks)

Enterprise

Content•Product docs for hardware and software•Embedded assistance•Strategy across technical content providers (support, training, partnerWorld, developerWorks, RedBooks) •Strategy interlock with marketing, sales, services•Strategy outreach to intranet content


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Technical content contributes to product success

Is your content doing its job?

� What’s your product’s first impression?

� How visible is your product?

� Are your key product messages clearly visible in the content ecosystem?

� Who’s talking about your product? Where?

� How much content do your customers have to wade through? Are they finding what they need?

� How rich is your product user interface? How smart?

� Do you have product quality or customer satisfaction challenges?

� Are you getting lots of calls to Support?

� How much traffic is your content generating for sales?

� Does your content guide clients seamlessly through each phase of the product lifecycle?

� How do you know???

The user experience is not limited tothe design of the product user interface

Content drives client success throughoutthe user’s journey and the IBM product lifecycle:

Successful, consumable products depend onhigh value, high quality content


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Technical content contributes to revenue

Research showsusing technical content:

Generates 50%+ of viable sales leads [Forbes]

Encompasses 55%+ of sales cycle time (vs. 21% spent talking to sales people) [Marketing Interactions]

2nd most important pre-sales activity for technology buyers[IDC]


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Technical content contributes to revenue

IBM clients say it’s impactful:


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culture process

content experience

technology

Content is a strategicIBM asset

� Many sources

� Many channels

� Part of a complex ecosystem

Watson

Support


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Navigating the ecosystem requires a map (example shown here)

Many user journeys Many content types Many content sources

Many content channels

Evaluate Product overviews

Technical specs

Articles

Marketing

Development

Info development

Users

Marketing

developerWorks

Brand sites

Knowledge Center

Buy Purchase orders

License agreements

Finance

Legal

Ibm.com

Learn Tutorials

Training

Samples

Info development

Trainers

Business partners

Development

Users

Courses

Knowledge Center

Online training

Third-party courses

Third-party sites (eg youtube)

Use Product usage information

Embedded assistance

APIs and code samples

Info development

Development

Knowledge Center

Product UI

developerWorks

Troubleshoot Tech notes

Messages

Tech support

Development

Info development

Support portal

Knowledge Center

Product UI

Evangelize Articles

Comments, wikis, blogs, tweets,

etc.

Users developerWorks

Comments, wikis, blogs, tweets,

etc.


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We ask lots of

questions

� Authoring format

� Authoring tool

� CMS and type of use (CCM, WCM, ECM, DB, Social...)

� Translation tech and type (human vs machine etc.)

� Checking/testing tech (quality, accessibility, etc.)

� Publishing tools

� Delivery formats and channels

� Analysis: roadmap to adoption of content standards for interchange/reuse, adoption of reuse hub and other common tech

� Facets

� Sources/taxonomies

� Metadata syntax

� Granularity (collection, chapter, page, section, element)

� Analysis: gaps and roadmap to alignment with key facets, common source, and page-level granularity

� Current roles

� Types of content (collections and pages) and data

� Value metrics and criteria

� Quantities

� Degree of structure

ClassificationContent Technology:

Content Types:� Granularity of source

� Standards and governance

� Product- or brand-level coordination

� Analysis: opportunities for reuse - across deliverables/formats, within/across

teams/products/disciplines, granularity


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Build relationships and buy-in over time

� What we do:–Drive agreement on strategy–Align taxonomies and content

models–Validate tech direction–Build PoCs–Pilot capabilities–Invest to fill gaps–Coordinate investment to target

common requirements

� Working with (just in past year):–developerWorks–partnerWorld–ITSO (RedBooks)–Training–Marketing–Sales–HR–Engineering–All at different stages


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We all want the same thing


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But we use different words

Smart content

(Gilbane)•Granular•Semantically rich•Useful across apps•Meaningful for collaborative interaction

Intelligent content

(Rockley)•Structurally rich•Semantically aware•Discoverable•Reusable•Reconfigurable•Adaptable

Chunked

Omni-channel

Content

CollectionsClassification

Structured

Modular

Semantic

Adaptive

Dynamic Enriched

Re-usable

Personalizable

Structured

Semantic

Adaptive

Structured

Semantic

Dynamic

Adaptive

Structured

Semantic

EnrichedDynamic

Adaptive

Structured

Semantic


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Example: summary of our requirements for marketing content

Optimized for:

– Findability within search experiences

– Usability in the context of personalized, adaptive experiences

– Re-usability among compositions, channels, devices


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Example: summary of our requirements for marketing content

Additional goals:

– A framework for content governance – a clear picture of what we need to govern

– A content strategy language to use across technical platforms, editors, experience designers and content creators


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Usable

Reusable

Findable

Common

standards, processes,

and tools


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Client viewContent matters

Usable

Reusable

Findable

I can search for

content based on

what I need, not

where it came

from

I want content that

helps me with my

goals

Content that

doesn’t matter to

me shouldn’t be

cluttering up the

screen

I can create my

own views and

collections

I find content

before I need to

search – right in

the interface of

the product

I can easily create

and share content

with others


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Client challenges

�Providing adaptive content delivery with support for runtime

filtering and variable substitution

�Ensuring reused content doesn’t confuse search results –knowing when to reuse at publish time versus runtime


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Employee viewMake it easier to reuse content than to write from scratch

Usable

Reusable

Findable

I can find relevant

content from other

teams before

authoring starts

I use a common

design approach

and share assets

across disciplines

I optimize content

based on usage

metrics and

feedbackI use common

standards that

allow content to be

shared across

channels


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Employee challenges

�Managing content lifecycle across social/formal stages

�Coordinating planning and design across disciplines

�Applying cross-repository standards for content, search, metadata

�Creating incentives for creating reusable content for cases where reuse crosses team boundaries


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We have to work together


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Challenge: Requirements change when scope changes

Department Company

Why should I coordinate with other teams when it’s cheaper

and easier to go it alone?

When teams create duplicate or overlapping content it’s bad for the company (inefficient) and

for the user (confusing)

Why should I pay extra to create

reusable content when some other team gets the benefit?

Let’s bring the cost down by making authoring

and publishing capabilities separately orderable, with scalable features

Why should I use a standards-

based solution when a proprietary one works better out

of the box?

Proprietary content creates format-based silos –

barriers to reuse. They also create vendor lockin, which creates a dependency on the vendor. This

reduces your future options and puts your

content at risk.


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Why can’t we all just get along?

Tutorials

API docs

Trouble-shooting

Prodoverviews

Tech comm

Training

Development

Support

Marketing

LCMS

WCM

CCM

KB

Usage

Learningsite

Marketingsite

Supportsite

Developersite

Coderepo


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What are the options?

1. Build a

bigger silo

2. Conten

t as a

platform

3. Conten

t as a service

4.

All of the

above

1. Centralize where possible to provide a hub for

reuse

2. Use content standards so content can cross silo

boundaries

3. Provide content services to ease assembly of new content deliverables and applications


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Let’s try that again…

From any source, to any channel

Content reused across applications, applications reused across content

LCMS

WCM

CCMKB

Coderepo

Learningsite

Evaluatingsite

Troubleshooting

site

Developingsite

Tech comm

Training

Development

Support

Marketing

Reusehub

Deploy new channels as neededby role, industry, goal, etc.


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Can we apply standards across formats?

Wiki

Word

markdown

Full DITA

HTML5

XDITA

HDITA

markDITA

WorDITA

WiDITA

Lightweight DITA:Coming soon to a format near you

Marketing

Tech comm

Development

SupportTraining


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If you love your content set it free


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Backup


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Client viewContent matters

� Findable– I can search for content based on what I

need, not where it came from - across channels, filtered by my context and goals

– I find content before I need to search – right in the interface of the product I’m using

� Usable– I want content that helps me with my goals

(learning how to X, doing X with Y, troubleshooting…)

– I want content filtered to match my context– I don’t want content that doesn’t matter to me

cluttering up the screen

� Reusable– I can create my own views and collections– I can easily create and share content with

others

� Challenges– Providing adaptive content delivery with

support for runtime filtering and variable substitution

– Ensuring reused content doesn’t confuse search results – knowing when to reuse at publish time versus runtime

Usable

Reusable

Findable


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Employee viewMake it easier to reuse content than to write from scratch

� Findable– I can find relevant content from other teams

before authoring starts– I apply common metadata to enable cross-

repository faceted search– I measure SEO heuristically at authoring time

� Usable– I use a common design approach and share

assets across disciplines– I optimize content based on usage metrics

and feedback– I ensure consistency with predictable

structures based on content type– I measure quality heuristically at authoring

time

� Reusable– I use common content standards that allows

content to be shared across channels– I use link, variable, and metadata indirection

to separate content from context

� Challenges– Manage content lifecycle across social/formal

stages– Coordinate planning and design across

disciplines– Cross-repository standards for content,

search, metadata– Create incentives for creating reusable

content for cases where reuse crosses team boundaries

Usable

Reusable

Findable


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IBM and the IBM logo are trademarks of International Business Machines Corp., registered in

many jurisdictions worldwide. Other product and service names might be trademarks of IBM or

other companies. A current list of IBM trademarks is available on the Web at “Copyright and

trademark information” at www.ibm.com/legal/copytrade.shtml

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