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This is a presentation delivered at the STC 2012 conference in Chicago. This presentation was intended to serve as an introduction but it did not pull any punches when it came to addressing the complex concepts involved.
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Copyright © Joe Gollner 2012
Intelligent
Content Strategies
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
www.gollner.ca
@joegollner
STC 2012
Intelligent Content Strategies
Brief History of
Content Technologies
Some Definitions
Intelligent Content
& Intelligent Content Strategy
The Content Lifecycle Model
Case Studies
Lessons Learned
A Brief History of Content Technologies
In the Beginning
Content was really static
And then there were
… table(t)s…
…and
books…
Paperwork: The Empire of Documents
Memex
Adapting to the Exponential Growth in
Knowledge Resources
Seeking a new
medium in which
documents would
become more
manageable &
more dynamic
1940 1960 1980 2000
Knowledge Application with Technology
Leveraging Knowledge through Automation
The modern organization cannot survive
without automation as a means to
encapsulate & leverage knowledge
1940 1960 1980 2000
Augmenting Human Intelligence
Leveraging Automation to Assist Personal and Team Productivity
Douglas Engelbart
Workstation - 1966
Workstation - 1968
An integrated working environment
in which “paperwork” was
performed electronically
& with great efficiency
1940 1960 1980 2000
The Internet
Connecting Organizations
to form Knowledge Enterprises
Combining the capabilities
of research facilities to undertake
more challenging projects
1940 1960 1980 2000
The Vision of Hyper- Text
Envisioning content forms that reflect how people think and collaborate
Theodor (Ted) Holm Nelson
1940 1960 1980 2000
CALS – Tackling the Interchange Problem
GOAL
Supplier and Client
STDS
INTERIM SOLUTION
Supplier Client Supplier
PROBLEM
Client
1940 1960 1980 2000
Standard Generalized Markup Language
Charles Goldfarb
The Father
of SGML
1940 1960 1980 2000
The World Wide Web
Sir Tim Berners-Lee
The Father
of the Web
1940 1960 1980 2000
Extensible Markup Language (XML)
Yuri Rubinsky
Spiritual Father
of XML
1940 1960 1980 2000
XML in the Wilderness
The driving focus for XML has been facilitating a revolution in the way technology applications are designed, developed and deployed
This addressed the failure of preceding approaches to adapt to genuinely open systems
This focus explains a great deal about the character of XML
The Rapid Rise of Social Media
1940 1960 1980 2000 2010
Technically
enabled by
the integration
capabilities
provided by XML
The Semantic Web
Introducing a formal, interchangeable
expression of meaning suitable to
automated processing.
Essential for marshalling radically
distributed services.
1940 1960 1980 2000 2010
Darwin Information Typing Architecture (DITA)
Introducing a comprehensive strategy for designing, developing and deploying
reusable XML content that can gracefully evolve with business demands
Topic
Task ReferenceConcept
Specialization
Base
Elements
highlight programming software UI
new semantics specialization
Do
main
sA
pp
lication
s
Type Hierarchy
DefaultBehaviour
Core BehaviourSpecializations
SpecificOverrides
Maps
1940 1960 1980 2000 2010
The Mobile Revolution & Adaptive Content
The mobile resolution has been enable in part by the rise of
broadly supported standards for delivering adaptive content
1940 1960 1980 2000 2010
Concepts
Content
Information
Publishing
Documents
Intelligent Content
Intelligent Content
Strategy
Intelligent Content
Solutions
Core Concepts: Some Definitions
Content
Core Concepts: Content & Information
Content is potential information (an asset)
Is what we
plan, design, create, reuse & manage
so that we can deliver effective
information products
Is the meaningful organization of data
communicated in a specific context
with the purpose of influencing others
Information is a transaction (an action)
Information transactions contain content
Information
Publishing
The process of transforming content resources
into information products that can be effectively transacted
Documents
Documents are the persistent form of
information transactions that have been
exchanged as part of a business process.
Documents are a fact of life & can take many forms.
Related Definitions
A Definition of Intelligent Content
Intelligence The capacity to acquire
& apply knowledge
Intelligent Content Content can be considered intelligent
when it expresses, in an open way,
the intended meaning underlying
a communication such that the
data, information and knowledge
being expressed can be accessed
and effectively leveraged
by both people and
software applications
Root Definitions
Knowledge
Information
Data
Data
The meaningful representation of
experience
Information
The meaningful organization of
data
Knowledge
The meaningful organization of
information expressing an evolving
understanding that enables
effective action
A Definition of Intelligent Content Strategy
A strategy is a plan of action
directed towards achieving
a long-term goal through the
coordination, integration
and application of the
resources & capabilities
available to an enterprise
An Intelligent Content Strategy seeks to make content
a strategic asset that can be leveraged by state-of-
the-art technology to achieve concrete business goals
A Definition of Intelligent Content Solutions
Intelligent Content Solutions
Integrate & leverage three
enterprise domains:
• Knowledge assets
• Technology resources
• Business goals
Intelligent Content Solutions
are more agile & succeed
better than isolated efforts in:
• Content Management
• Knowledge Management
• Business Applications
Intelligent Content Solutions
leverage open standards to
maximize adaptability & control costs
Technology
Knowledge
Busi
ness
IntelligentContent
Solutions
Content Management
Knowledge Management
BusinessApplications
Intelligent Content in Practice
A Practical Definition
Intelligent Content is designed, created, managed and deployed
using open standards [i.e., XML] so that the resulting information
products can be exactly tailored to the needs of the user and
can be efficiently maintained & leveraged by the content owner
Intelligent Content is
Portable
Reusable
Findable
Manageable
Processable
Sustainable
Intelligent Content exposes its meaning in ways
that both people & machines can use
Building Blocks of Intelligent Content
Content Components
Text Modules
Media Assets
Data Sources
Relationship Links
Metadata Properties
Concept Taxonomies
Assembly Maps
Governing Models
Processing Rules
Formatting Instructions
Distribution Rights
Technology Considerations
Management Systems
Authoring Environments
Publishing Processes
Discovery Frameworks
Social Media Venues
Mobile Devices
The Content Lifecycle
Content Lifecycle models have historically been circular – until now…
Content Lifecycle
Macro Level
Enterprise focus
Micro Level
Content project focus
An activity diagram
All activities run
concurrently
Strategy is the
instigator
Delivery is the
proving ground
The Content Lifecycle Model
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Content Strategy
Mediating between the myriad of influences
to establish a vision for what can be achieved
with the right content delivered in the right ways
Validated through delivery prototyping
A vision must be made tangible to take hold…
Content Acquisition
Creating and/or converting content to establish
the potential to execute on the strategy
Refined through pilot delivery deployments
Content Lifecycle Components
CONTENTSTRATEGY
CONTENTACQUISITION
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Content Lifecycle Components
Content Delivery
Publishing information products
Ideally adapted to each users’ unique needs
Content Management
Applying a formal process to content activities
Facilitating the many activities that need to occur
Content Evolution
Engaging the whole stakeholder community
Adapting content to incorporate contributions
CONTENTEVOLUTION
CONTENTMANAGEMENT
CONTENTDELIVERY
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Relative Prominence of Lifecycle Activities
Key Points
Delivery is the
central focus
Value to clients
Efficiency to users
Returns to sponsors
Content Management
is essential as a support
Sustaining delivery
Enabling evolution
Streamlining acquisition
Not restricting strategic options
Content Delivery
Content Evolution
Content Acquisition
Content Strategy
ContentManagement
Case Studies
Intelligent Content & Regulatory eLearning
Case Study: • Regulatory agency
• Economic oversight
• eLearning application
• Training new staff
• Bilingual content
• Emerging requirements
• Iterative evolution
Subject Matter Experts
Emergent Requirements
Initial Conditions
Diverse Sources
Evolving Technical
Requirements
Evolving Requirements
User Feedback
Transition Mechanism
Content Transformation
(Sources to DITA)
Initial Implementation
Iterative Evolution
XML Store
1
2
3Regulatory Process
eLearning
Environment
Operational
Deployment
eLearning
types
DITA
AJAX Editing
Online Access
Intelligent Content & the Product Lifecycle
Content sources are
enriched & shared
across all possible
uses within the
aerospace system
lifecycle:
• Design
• Manufacturing
• Documentation
• Translation
• Governance
• Marketing
• Sales
• Support
Engineering
Authoring
Suppliers
Sales
Marketing
Translation
Management
Support
Intelligent Content isexpressed in the format
needed at each stage
Manufacturing
Manufacturing
Intelligent Content & Dynamic Delivery
Global Enterprise
supports equipment
& processes using
large repository of
intelligent XML content
Dynamic delivery store
serves tailored information
to systems & users
operating in many
different environments
Different scenarios call for
different information formats
A feedback cycle drives
content evolution
Management Repositoryof Intelligent Content
ApprovedContent Changes
Dynamic Delivery Store
Information pulledinto manufacturingworkflow system
Refinery
Information pushed onto shipboard
information system
Transport
Information tailoredfor each Site
Remote Sites
Feedback providedas XML directly
or through web interface
Intelligent Content & Smart Procedures
Management
Admin
Agent
Authoring
Decisions
Guidelines
Templates
Agent
Decisions
Guidelines
Templates
Agent
Decisions
Guidelines
Templates
Agent
Decisions
Guidelines
Templates
Content transformed into Work Instruments &
Smart Procedures
Master Repository of
Intelligent Content
Global immigration management system
tailored templates & smart procedures
to the needs of each cultural & legal domain
Content Channeled
into appropriate
formats as required
Intelligent Content & Aggregation Services
Taxo
no
my
MasterContent
Repository
ContentEnrichment
&Information Prototyping
Legacy Products
Future Products
OEM Sources
Taxo
no
my Future
ManagementSystems
Content Transformation
Services
Feedbackon Errors in
Sources
Published Sources
Re-Published ProductsAutomotive Service
information collected
from Original Equipment
Manufactures (OEMs)
Content transformed
into a standardized
representation &
enriched to support
advanced services
Enabled unexpected
new types of product
Intelligent Content & Government Services
Partner ContentAdministrator
Core ContentAdministrator
Partner Content Sources
Client
Solution Data Quality & Taxonomy
Management Team
Stakeholder Governance Committee
ContentAggregation &Categorization
Process
ExtensibleContent Store
Content Discovery Interface
Web Delivery PlatformContent Management System (CMS)
Web Services Interface for
PartnerApplications
Multi-Jurisdictional
Content Aggregation, Integration, Enrichment & Delivery Environment
Some Lessons Learned
Apply Proven Implementation Methods
The Seven Steps to an Intelligent Content Solution
Strategy – why
Analysis – what
Design – how
Exploration – learn
Transformation – change
Validation – confirm
Deployment – use
Intelligent Content Solutions are different
in that they can adapt rapidly in not being
tied to any one implementation technology
Engage New User Behaviours
Technologies are not neutral
An innovation will spark reactions & new behaviours
• A complex system
• Probe, sense, react model is appropriate
Solutions must learn & adapt from the outset
Accelerate the deployment of new services
Engage user feedback as soon as possible
Pursue Payback (Relentlessly)
Returning benefits on investments is critical
Must be measurable & reported
The Business of Intelligent Content
A harsh discipline used to force an agile design strategy
• For every dollar spent on the solution,
a second dollar must be spent on
making content & process improvements
• For every two dollars invested,
there must be four dollars returned
1 + 1 = 4
Adopt an Intelligent Content Strategy
An Intelligent Content Strategy
Content elevated to being a strategic enterprise asset
Content intelligence
• Realized through open standards (XML)
• Maximizes role of technology in
adapting content to all potential uses
• Enables new information products
• Mobile / Embedded / Aggregated
• Streamlines the content lifecycle
• Separates content from information
Intelligent Content Solutions
• Elevate content over technology to maximize benefits
Do you want a Content Strategy that’s not intelligent?
Be an Innovator Palm Springs 2012
Making Connections
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
The Content Philosopher Blog
www.gollner.ca
