Content Development Standards are Ready. Are You?

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Alaina EldredgeBusiness Development Director

[email protected]• Alaina has held various content development roles during her 22 years

in the industry, ranging from writer and typesetter in the 80s to Content Development Solutions Architect.

• As Business Development Director, Alaina’s primary objective is to work with clients in various verticals as they strive to achieve greater reuse and repurposing of content within their respective organizations.

Introductions

Stuart SklairSolutions Architect

[email protected]• During his 20 years in the industry, Stuart has worked with industry

leaders in developing and implementing innovative content development and localization solutions

• Since 2000, he has focused on XML in structured authoring and as a data transfer mechanism, with particular focus on CMS and their effective integration with translation processes.

mailto:[email protected]



About Lionbridge

Global Scale4600 employees, 26 countries

• 700+ Documentation experts

• Content development centers in India, USA, Finland, and UK

• Local Business & Project Management

• Global network of 25,000 translators

Market LeadershipLeader in $12B services industry

• Creating

• Adapting and

• Translating

• Content for international markets

Global ClientsRecurring relationships with 500+ global clients

• 80% of revenue from recurring clients

• 12 of the Fortune 20 companies are clients

Technology + InnovationBest practices and great ideas based on experience

• Authoring Assistant, Online Review Tool, Content Integration and Authoring Tool, Rich Media, Globalization@SourceSM


Webinar Agenda

1 5-minute Review: Structured Authoring + XML

2 Before You Begin: Developing the Business Case

3 Discovery: Assessing the Need for Structure

4 Implementation: Migrating to a Structured Workflow


Webinar Agenda






The Olden Days• Typesetters used formatting codes

• Formatting and content were integrated

• Writing was page-based

Shown: AM Varityper circa 1980

5-minute Review: Content Dev, Then and Now…

Desktop Publishing and Technical Writing Software• Formatting and content are still integrated

• Writing tends to be topic- or page-based

Shown: Frame 9 Paragraph Designer


XML-based Architecture• XML is hierarchical

• Formatting and content are separate

Shown: Document snippet based on DocBook architecture

5-minute Review: …and Lately

XSLT/FO(layout/formatting)

DTD/Schema(architecture)

<?xml version="1.0" encoding="utf-8"?>

…

<book>

<title>Learning &productname;</title>

<preface id="preface">

<title>Preface</title>

<sect1 id="about">

<title>Using this Manual</title>

<para>Although this manual

contains all the information you will need to

use &productname;, we recommend you consider

the following to enhance your understanding:

</para>

<itemizedlist>

<listitem><para>

Self-paced technical training for beginning

and intermediate users

</para></listitem>

<listitem><para>

Instructor-led classroom training for

advanced users

</para></listitem>

<listitem><para>

…

WikieLearningILTUser Guide What else?


XML must be well-formed• XML is case sensitive

• Elements must be properly nested

• Container tags must have corresponding opening and closing tags

• Empty tags must contain a forward slash

• Attributes must use quotes

XML must be valid• Valid = XML follows the

syntactical rules of the DTD or Schema

5-minute Review: XML Considerations

DTD/Schema(architecture)

<?xml version="1.0" encoding="utf-8"?>

…

<title>Learning &productname;</title>

…

<itemizedlist>

<listitem><para>

Self-paced technical training for beginning

and intermediate users

</para></listitem>

</itemizedlist>

…


Three Common XML Standards: A High-level Comparison

DocBook Well suited to:

• IT-related docs, including training materials

• Lengthy narratives not reasonably broken down into chunks

Pros• Stable, mature

architecture

• Robust! 300+ elements

Cons• Robust! 300+ elements

• Designed for print publishing rather than Web publishing

DITA Well suited to all types

of content

Pros• Works for all output types

• Can be ‘specialized’: Allows orgs to add or rename tags

• Can often be used out-of-the-box

• Evolves well over time

• Smaller, simpler than many other DTD/Schema

Cons • Not ideal for lengthy

narratives

• Somewhat of a ‘Big Tent’

• Not unambiguous

S1000D Well suited to:

• Manufacturing, defense, and aerospace industries

Pros• Supports reusable,

standalone data modules

• Internationally-recognized standard

• Handles legacy data well

Cons• Regimented architecture

does not support customized, or specialized, content like DocBook and DITA

All 3 Architectures support reuse…


Content repository/CMS/database is not required to work in XML

However, content is more easily managed with a content repository…

Utilizing a CMS affects the structured authoring flow

A Word About Content Repositories

Search by elements and attributes

Locate content by author or topic

Identify content chunks used in multiple deliverables

Extract chunks that match certain criteria


Webinar Agenda






Initial Requirements Analysis

Consider whether you need to...

NeedXML?

... translate in to several

languages

...transfer documentation

between different systems

...maintain documentation

for a long product lifecycle

…support multiple product

variants

…output to multiple formats...manage dispersed content

production

...carry out frequent

document updates

...create and maintain a large

volume of documentation

...adhere to a standard

document structure




NeedXML?


languages






variants


production


document updates




document structure


Use Case: Networking Software Company

Answer:Migrating to FrameMaker+DITA

High level of automation possibleInvestigating OpenSource CMS

Changing business requirements,DITA and OpenSource more mature

Re-evaluate processes

But volumes small with little opportunity for content recycling

Highly customizedand complex Help process

Creating Documentation and Helpusing MS Word and RoboHelp

Moved to FrameMakerfor Documentation

Retained RoboHelp for Help

Question: How to establish a more robust solution to create user documentation and help?


Appropriateness of the Content for Structured Authoring

When might Structured Authoring be unsuitable?

Simple Publishing

Needs

Creative Writing

Some Marketing Materials

White Papers

Low Reuse

Content

Small Documents

Low-valueContent




NeedXML?


languages






variants


production


document updates




document structure


Use Case: Mining Equipment Company

Question:Is moving to a structured authoring

environment right for us?

Large total volumewith individual documents between 20 and 100 pages

Using a MS Word-basedcompany template

Answer:Structure Authoring not suitable.

Streamline the Word templateTrain ~200 users

Tens of thousandsof potential content producers

Publishing needs are simple: a printed and laminated card on the

side of the equipment


The Changing Roles and Responsibilities of the Team

Template Designer

Information Architect

Technical Writer

ProductionEditor

TechnicalEditor

Sys Admin/Software Support

Content Coordinator




NeedXML?


languages






variants


production


document updates




document structure


Use Case: Automotive Company

Question:How do we improve our

documentation processes?

Large document volume with shared technical and user contentDifferent output formats

Translation into many languages

XML and Content Management System seemed the obvious solution

for all types of content

Answer :Native XML approach

for technical publicationsInDesign with export to XML

for user publications

But different documentation teams with different skill sets

Training and change management considerations

And customer-facing material had marketing requirements for printing not so easily met with XML approach


XML separates content from formatting

Automated formatting for all types of required output

Thousands of pages can be rendered through print engine

Publishing QA carried out by “engineers” rather than DTP staff

Higher value personnel, but fewer in number and higher throughput

Greater savings if content translated

Requirement for Desktop Publishing

XML




NeedXML?


languages






variants


production


document updates




document structure


Use Case: Medical Devices Company

Multiple user documentsWritten in FrameMaker

300+ pages manuals Translated into many languages

High Desktop Publishing costsrepresenting high percentage

of localization costs

Needed to reduce or eliminateDTP costs and

allow greater flexibility in repurposing translated content

Piloted conversion from FrameMakerto XML for the most widely-used manual

Implemented XML-based CMS

Solution:Saved ~30% of translation spendthrough elimination of DTP costs

After 3 years

Question:How do we reduce the budget and

spend for localization documentation projects?


But it’s not always that way• XML requires investment in developing

print rendering tools

• Requires ongoing investment to change the look and feel

• DTP QA not completely removed as transformation rules don’t capture everything

And• Well-styled source documentation in a

good DTP package can keep post-translation DTP to a minimum

• Also consider advantages in addition to reduced DTP to make XML argument

Requirement for Desktop Publishing

XML


Reuse of content in the authoring phase

Results in reuse in the translation phase across all languages

Content Reuse and Translation


But it’s not always that way• You need to have a good reuse strategy in place to carry it out

• A CMS is almost always necessary to help reuse chunks of text effectively

Content Reuse and Translation

Source

Language

Translated

Language “1”

Translated

Language “n”

CMS CMS CMS

• Further investment in tools such as “Author Memory” is often needed to encourage lower level “segment” reuse of text.

• Editing legacy content can lose you Translation Memory matches

And

• “FILE>SAVE AS” gives you 100% reuse with very little effort

• Good translation suppliers will not charge you for truly 100% matches


Faster Time to Market – “SIM-SHIP” because topics and even fragments can be trickle-fed to translation

Reduced Time for Translation

Content

Management

System


Faster Time to Market – “SIM-SHIP” because topics and even fragments can be trickle-fed to translation


Content

Management

System


But it’s not always that way• 10-20 pages of FrameMaker documentation translated into 17+ languages can result

in thousands of fragments

• Investment required to manage the fragments shuttling to and from translation

• Web service connection between Content Management System and Translation Web Portal is one solution


Web services Web portal

And• Translators not on standby for 100 words of translation

• Batching required or potentially face minimum charges

• Two content drops (beta and final) leveraging from one to the other can achieve similar quick turnaround

CMS


Webinar Agenda






A Practical Approach to the Discovery Phase

Primary objective is to answer two questions:

1. Should our organization move to a structured authoring environment?

2. If so, what tools and technologies will best suit us?


A Practical Approach to the Discovery Phase

MAPpotential move to corporate initiativesand objectives

DISTRIBUTEquestionnaires and conduct interviews with key stakeholders

CONDUCTphysical and programmatic content analysis

COMPILEreport of current stateincluding apps, issues, processes, content

ANALYZEinputs and develop recommendations fortools, technology, process changes, training

CALCULATEdetailed roadmap, including timeline, potential roadblocks, + ROI

Primary objective is to answer two questions:

1. Should our organization move to a structured authoring environment?

2. If so, what tools and technologies will best suit us?


Webinar Agenda






Transition from free-form to structured will be lengthy and possibly painful

Transition from a stricter environment, i.e., where templates/formatting are established and enforced, should be relatively straightforward

Minimal implementation process includes:

For the above: Include all key stakeholders from inception

Develop and implement a change management process, as well

Implementing a Structured Workflow

TRAINusers on tools + technology; should also include full user doc set

DEPLOYa pilot phase to test + verify tools, technology, conversion process

CREATEa conversion process for legacy docs

ANALYZEstructure; may have been mostly completed during Discovery

MAPtimeline and milestones to project roadmap


In Summary






Knowledge Center

• The Art and Science of Global Navigation

• The Best Global Web Sites (and Why)

• Mastering Multilingual Marketing

View Webinars On-Demand

• Building Stronger Brands Around the World: A Guide to Effective Global Marketing

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for Developing your International Online Brand

Download White Papers


Thank You!

Alaina Eldredge

[email protected]

Stuart Sklair

[email protected]

Lionbridge

www.lionbridge.com

http://blog.lionbridge.com

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge



http://www.lionbridge.com/

http://blog.lionbridge.com/

http://twitter.com/Lionbridge

http://www.facebook.com/L10nbridge