This presentation will discuss IBMs technology strategy for enabling content sharing and adaptive multichannel content across silos based on content discipline, product area, and source format. I will share experiences scaling and adapting approaches first developed for technical documentation to a variety of content areas including marketing, learning and training, and articles.
2010, 2014 IBM Corporation Findable, Usable, Reusable: IBMs 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
2010, 2014 IBM Corporation 2 Important Disclaimer THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY. WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED AS IS, WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED. IN ADDITION, THIS INFORMATION IS BASED ON IBMS CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE. IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION. NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF: CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE LICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.
2010, 2014 IBM Corporation 3 The story so far Content matters We all want the same thing We have to work together to get it
2010, 2014 IBM Corporation 4 Content matters
2010, 2014 IBM Corporation 5 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
2010, 2014 IBM Corporation 6 Technical content contributes to product success Is your content doing its job? Whats your products first impression? How visible is your product? Are your key product messages clearly visible in the content ecosystem? Whos 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 to the design of the product user interface Content drives client success throughout the users journey and the IBM product lifecycle: Successful, consumable products depend on high value, high quality content
2010, 2014 IBM Corporation 7 Technical content contributes to revenue Research shows using 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]
2010, 2014 IBM Corporation 8 Technical content contributes to revenue IBM clients say its impactful:
2010, 2014 IBM Corporation 9 culture process content experience technology Content is a strategic IBM asset Many sources Many channels Part of a complex ecosystem Watson Support
2010, 2014 IBM Corporation 10 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.
2010, 2014 IBM Corporation 11 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
2010, 2014 IBM Corporation 12 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
2010, 2014 IBM Corporation 13 We all want the same thing
2010, 2014 IBM Corporation 14 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 Semanti c Adaptiv e Dynamic Enriched Re-usable Personalizable Structured Semanti c Adaptiv e Structured Semanti c Dynamic Adaptiv e Structured Semanti c EnrichedDynamic Adaptiv e Structured Semanti c
2010, 2014 IBM Corporation 15 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
2010, 2014 IBM Corporation 16 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
2010, 2014 IBM Corporation 17
2010, 2014 IBM Corporation 18 Usable Reusable Findable Common standards, processes, and tools
2010, 2014 IBM Corporation 19 Client view Content 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 doesnt matter to me shouldnt 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
2010, 2014 IBM Corporation 20 Client challenges Providing adaptive content delivery with support for runtime filtering and variable substitution Ensuring reused content doesnt confuse search results knowing when to reuse at publish time versus runtime
2010, 2014 IBM Corporation 21 Employee view Make 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 feedback I use common standards that allow content to be shared across channels
2010, 2014 IBM Corporation 22 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
2010, 2014 IBM Corporation 23 We have to work together
2010, 2014 IBM Corporation 24 Challenge: Requirements change when scope changes Department Company Why should I coordinate with other teams when its cheaper and easier to go it alone? When teams create duplicate or overlapping content its 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? Lets 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.
2010, 2014 IBM Corporation 25 Why cant we all just get along? Tutorials API docs Trouble- shooting Prod overviews Tech comm Training Development Support Marketing LCMS WCM CCM KB Usage Learning site Marketing site Support site Developer site Code repo
2010, 2014 IBM Corporation 26 What are the options? 1. Build a bigger silo 2. Conten t as a platfor m 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
2010, 2014 IBM Corporation 27 Lets try that again From any source, to any channel Content reused across applications, applications reused across content LCMS WCM CCMKB Code repo Learning site Evaluating site Trouble shooting site Developing site Tech comm Training Development Support Marketing Reuse hub Deploy new channels as needed by role, industry, goal, etc.
2010, 2014 IBM Corporation 28 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 Support Training
2010, 2014 IBM Corporation 29 If you love your content set it free
2010, 2014 IBM Corporation 30 Backup
2010, 2014 IBM Corporation 31 Client view Content 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 Im 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 dont want content that doesnt 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 doesnt confuse search results knowing when to reuse at publish time versus runtime Usable Reusable Findable
2010, 2014 IBM Corporation 32 Employee view Make 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
2010, 2014 IBM Corporation 33 Legal 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 Copyr...