Developing a Multi-Channel Publishing Strategy

Ann RockleyPresident, The Rockley Group Inc.

rockley@rockley.com

©2007, The Rockley Group Inc.

The Rockley Group Inc.

Summer 2007

©2007, The Rockley Group Inc.

The Rockley Group sample clients

©2007, The Rockley Group Inc.

Requirements

Internet Intranet Paper In person (service desks) Helpdesks and 1-800 numbers manned by

individuals Automated systems such as kiosks and 1-

800 numbers Mobile

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Multiple content creators

Employees Information specialists Legal External consultants Individuals Firms

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The Content Silo TrapTM

Content is created by multiple authors working in isolation

Walls are erected among content areas

Content is created, recreated, and recreated

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The effects of silos

Results in uncertainty as to what is the appropriate, official and/or up-to-date version of information

Wrong versions get used and re-used Lack of standardization makes it impossible

to share information between departments or between different levels of the organization/government

Lack of consistency results in Incorrectly informed officials Customer/public complaints that can have

serious ramifications

Channel complexities

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Web as a primary vehicle for content

Marketing Product/Service support Self serve Customer interaction

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Print

Complexity of content Safety regulations Customer desire Portable medium No/poor access to the web

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Other

Call centers Kiosks Mobile devices

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It’s not about channel

It’s about content Content separate from channel Content is created and “pushed” to the

appropriate channel with little or no hand manipulation

Well managed content from a central source Clear strategy, underlying framework and

strategy to support a unified content strategy

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The levels of multi-channel publishing

Level 1: Identical content, multiple channels Content written for one media (e.g., paper)

is repurposed with no change for another channel (e.g., paper to HTML for the web)

Level 2: Static customized content This type of reuse is customized to meet the

needs of the user, the type of materials to be developed, and the channel.

Level 3: Dynamic customized content On demand customized content to meet

users needs.

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Requirements

Level 1: Straight-forward content conversion tools

Level 2: Component-oriented structured content (XML)

Level 3: Component-oriented structured content, dynamic delivery engine

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The role of structure

“Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage.” Anne Mulcahy, Xerox Chairman and CEO

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The role of XML

XML is fast becoming the new Internet standard for information exchange.

With the advent of DITA (Darwin Information Typing Architecture) it is fast becoming the preferred method for creating, managing, and publishing content

For complex information reuse and publishing, XML is the technology of choice.

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Importance of XML

Structured content

Separation of content and format

Built-in metadata

Database orientation

XSL style sheets

Personalization

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Structured content

Clear identifiable semantic structure When structure can be identified content

can be manipulated (e.g., key summary can be inline in print, sidebar online, single screen in mobile device)

Content can be reused (e.g., product/service statement can be used in multiple content types)

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Separation of content and format

The separation of content and format offers immense flexibility.

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Built-in metadata

The tag names become metadata.

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Database orientation

XML provides a structural format that can be stored very easily in databases.

It can be stored as a series of elements rather than a whole document, and those elements can be extracted and assembled in any order, based on your needs.

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Use of XSL

Format content for online display or for paper-based delivery

Add constant text or graphics

Filter content

Sort or reorder text

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Supporting multi-channel publishing

Clear well structured information architecture

Technology

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Information architecture roadmap

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Taxonomy Taxonomies simplify the storage and retrieval

process by providing a simplified controlled set of terms that can be used to classify content. This controlled set of terms is known as a controlled vocabulary.

Taxonomies enable us to: create structures for the logical storage of

content enable users to navigate these structures to

access a particular subject of interest

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For example

The Reo Auto Company is preparing for the annual auto show and launch of its new vehicles.

Launching their first sports utility vehicle (SUV)—the Tsai.

Requires a press release to announce their new line-up; brochures to hand out at the show and dealer showrooms; updates to the web site; and a show catalog.

Three media; paper (show catalog, press release, brochure), web (web site, press release), email (press release)

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Plan Show catalog for the entire line-up (photo,

short description, and key features, three cars to a page)

Brochure for the Tsai only (photo, long description with all the features and benefits)

Press release for the Tsai only (no photo, short description, features and benefits)

Web site for entire line-up (home page for each car with photos, list of full features combined with a pricing calculator)

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Content Modeling

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Content development

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The finished product

Show catalog Brochure Press release Web site

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Reuse architecture

Structural reuse map Models are made up of content structures

(e.g., Description) that can be reused in multiple content models. A structural reuse map identifies where structural elements can be reused

Content reuse map Specific content is reused in multiple

places. A content reuse map identifies where content is reused

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Structural reuse map

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Content reuse map

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Repository structure

Level of granularity

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Reuse management

The rules governing reuse: what happens when…

An author creates a content object which is approved

A second author reuses the content and creates a derivative of the source object and has the derivative approved in the context they are using it in

A third author wants to reuse the content. Which object should they reuse; source or derivative?

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The technology

Authoring CCM Publishing

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Authoring

Structured forms XML-native editors Enhanced Word

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Content Component Management (CCM) Content Component Management systems

manage content at a granular level (component) of content rather than at the document level. CCM are typically XML-based.

Each component represents a single topic, concept or asset (e.g., image, table).

Components are assembled into multiple content assemblies (content types) and can be viewed as components or as traditional “documents”.

Each component has its own lifecycle (owner, version, approval, use) and can be tracked individually or as part of an assembly. CCM is typically used for multichannel customer-facing content (marketing, usage, learning, support). CCM can be a separate system or be a functionality of another content management type (e.g., ECM or WCM).

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Publishing

XSL DITA Toolkit XSL FO tools (PDF) DTP

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Conclusion

Its not just about the web its about print, web, mobile and more

Multi-channel publishing requires: Content strategy Underlying content framework

(Information Architecture) Appropriate tools and technology

Questions?

Ann Rockley

The Rockley Group Inc.

www.rockley.com

rockley@rockley.com

905-939-9298