Modernize Your Content Publishing Process with Smart Content

Gavin Drake, Vice President of Marketing

Modernize Your Content Publishing Process

The Fragmentation Challenge

1

66% of CEOs rate customer relationships as key to their

organizations future

IBM 2012 study of 1,709 CEOs in 64 countries and 18 industries

What Drives OutstandingCustomer Communications?

Superior Customer Experience

IMMEDIATESOCIAL & DIGITAL

SINGLE SOURCE OF TRUTHAUTOMATED

§ 2014 saw significant growth of consumers using mobile phones and tablets as the medium to access content across all online channels.

Are You Where Your Customers Are?

21%

21%

19%

15%

14%

Executives Doubt That Their Companies Are Ready For Digital Transformation

"Assessing your organization's digital readiness, how much do you agree with the following statements?"

(8, 9, or 10 on a scale of 1 [completely disagree] to 10 [completely agree])

Source: Forrester/Russell Reynolds 2014 Digital Business Survey

We have the necessary process to execute our digital strategy

We have the necessary people and skills to execute our digital strategy

We have the necessary technology to execute our digital strategy

We have the right people and skills to define our digital strategy

Our CEO seats a clear vision for digital in our business

Base: 1,254 executives in companies with 250 or more employees

Audience Fragmentation

Print


PrintWeb


PrintWeb

Mobile


Web

Tablets

E-readers

Future?Print

Mobile

Fragmentation Explodes…

Manufacturer

App Store

Create

Geography

Hardware

OS

This Has a Business Cost

Creating & managing content

Reviewing content

Compliance

Publishing content

Delivering content

Doing all of this for multiple output types… Cost-prohibitive!

Content processes in use today were built for yesterday’s world.

Most organizations still think about documents and not

content

Smart ContentA Better Way

2

§ Quark's name for the next generation of XML-driven authoring and automated publishing of high-value communications

§ Puts XML in the background§ The Quark Smart Content

Schema makes this possible

What is Smart Content?

Purpose:Automate High-Value Communications Publishing

§ Content You Sell – e.g. Investment Research Reports § Content that Helps You Sell –

e.g. Product Data Sheets§ Content that Helps You Run Your Business –

e.g. Standard Operating ProceduresGoal:Provide Structured Authoring for the Non-Technical

§ Improve authoring usability for Subject Matter Experts

§ Reduce the “over control” of traditional XML Schema§ Support modern digital output requirements

Smart ContentPurpose and Goals

Microsoft has released the Windows 8 Surface 3 tablet to compete with Apple and Google.

<investment-news type=“product release” date=“2012-10-26”>

<company tkr=“msft”>Microsoft</company>

has released the <product uri=“www.Microsoft.com/surface”>

Windows 8 Surface 3 </product>

tablet to compete with

<company tkr=“aapl”>Apple<company> and

<company tkr=“goog”> Google</company>

(what the reader sees) (what the solution understands)

Smart content can be automatically formatted and enhanced for different devices and audiences. This aids discoverability and interactivity such as links to live stock ticker information for each company.

Must be styled and enhanced manually for each device and audience.

From this: To this:

Smart Content Example

§ Design “chrome” and formatting

§ Controlled branding

§ Content reuse

§ Database content

§ Protect legal text

§ Graphics and multimedia

B I U

Smart Content in Action

Smart Content Value:Cost and Time Savings

• External Authors• Internal Authors• Formatting• Self-review• Updates

• Review and Approval

• Compliance • Updates

• Index• TOC• Links/CrossReference

• Layout• Formatting• Interactivity• Conversion

35% 25% 15% 25%

100%Create Review/Approve Assembly Publishing




• Compliance • Updates



With automated processes

50%Create Review/Approve Assembly Publishing




• Compliance• Updates



Create Review/Approval Assembly Publishing

With content reuse

25%

15%


Create

Review/Approval

Assembly

Publishing

With concurrent processes

15%


Create

Review/Approval

Assembly

Publishing

Up to 85% Time and Cost Savings!

How to Create Smart Content

4

If the authoring experience isn’t right, Smart Content

will never be adopted

Corporate executives saw the benefit of XML authoring and wanted it

A Short History of XML Authoring

Then the users saw the demo, and that killed it

A Short History of XML Authoring

Creating XML Can Be Complicated and So Are Most of the Tools

XML editing in an XML editor: unfamiliar, complex user interface means long learning curves and high user resistance

§ Work like a word processor§ Be easy to learn and use§ Let users quickly find and to reuse content§ Enable rapid updates of content across

documents§ Make applying intelligence to the content as

simple as applying formatting§ Show the authors a preview of the final

multi-channel output without them having to wait for a designer

For Successful Business User Adoption, the tools must:

The Smart Content Tool

§ Authors can rapidly create Smart Content (XML) within a familiar word processor-like environment

§ Real-time pixel-perfect previews of content in different output formats

§ Reuse content components (text, images, charts, data) across multiple documents

§ Dynamically assemble content components for any output

§ Easily update a single source of content and manage dynamic content updates across multiple documents

Simple and Familiar User Experience

Editing Canvas

Action Pane:

Previews and Comments

Toolbar:

Emphasis, Bullets, Numbering, Images, Tables, Special Characters, Links, Find/Replace, Change Tracking, Commenting

Configurable Pane Display

Semantic Content:

Breadcrumbs

Block (paragraph) and Inline (text) “styles”

Smart Document Pane:

Section Outline, Insert, Delete, Move, and Doc Navigation, Component Reuse

Quark Publishing Platform

Customer’s App

QuarkXPress

Quark AuthorWeb Edition

High Fidelity Print and PDF

QuarkXPress

3rd Party CMS / System of Record

HTML for Web and E-mail

Gateway App

App StudioSaaS Portal

A Smart Content Workflow

XML Author

3rd party adapters:• XML Authoring• Publishing• Delivery

ECM

Who is Smart Content For?

3

§ High volume of similar documents

§ High volume of revisions§ Frequently repeated

creation processes§ Government or corporate

regulated documents§ High possibility to reuse

content across multiple documents

Best When Content Type Has Characteristics that Include:

§ Integration of data into the content

§ Translated to multiple languages

§ Delivered in multiple formats

§ Delivered with multiple different presentation styles

Industry: Financial Services & BankingBusiness Problem§ Needed to provide a positive and consistent customer

experience while ensuring compliance with governmental and internal bank policies, regulations and procedures. Had to scale capacity to accommodate a 200-300% growth in SOPs

Solution§ Enterprise publishing platform with Quark XML Author and

Quark Publishing Platform

Benefits§ Componentization of content along with automation of task

assignments and reminders significantly reduced review cycle§ Minimized risk associated with meeting regulatory

requirements by strengthening compliance and consistency§ Significantly improved productivity to boost authoring capacity

and enable the handling of two to three times the number of SOPs

§ Implemented an authoring and publishing solution that users can quickly learn and easily use

§ Codified SOP workflows into the Platform to make them an enterprise asset

Leading North American BankStandard Operating Procedures (SOPs)

Industry: GovernmentBusiness Problem§ Get regulations online§ Improve process to create, update and share

across 50 state agencies§ Improve efficiency for review and approval of over 1000

regulations

Solution§ Quark XML Author and Platform for 2 authoring interfaces

and 2 publishing formats for 300 users§ IBM Case Manager for BPM, SOR , email

integration and Push to Web portal

Benefits§ Improved, efficient process achieving online goal§ Increased discoverability

State of ConnecticutRegulations

Industry: AirlineBusiness Problem§ World’s best and fastest growing Airline (Skytrax 2013),

initiated Service Delivery Knowledge Base project, aimed at delivering personalized, contextual and timely service information needed by their 17,000 cabin crew mobile workforce

Solution§ Enterprise publishing platform with Quark XML Author for

structured authoring QuarkXPress for creating richly designed, interactive content, Quark Publishing Platform for integration with other business systems, and automated mobile delivery to tablets

Benefits§ Improved ability to introduce new products and services§ Improved ability to train 4000 staff per year§ Improved efficiency for mobile workforce of 17,000§ Improved customer experience

EmiratesCabin Crew Information

Industry: Manufacturing and TechnologyBusiness Problem§ Creation of custom datasheets was extremely labor-

intensive taking up to 1-week per datasheet. New online PowerBench tool allows configuration of custom chips and would drive an estimated additional 3,000 custom datasheets per year. This would be unsustainable with current manual approaches

Solution§ Integration of Quark Smart Datasheets Solution with the

Vicor PowerBench tool to enable custom datasheet creation by merging XML data with datasheet templates and without the need for manual intervention

Benefits§ Reduction of lead time for custom datasheets from 1-week

to 30-seconds, saving millions of dollars in datasheet production and drastically improving customer satisfaction

VicorDatasheet Automation

Industry: GovernmentBusiness Problem§ NUREG-0933 is a document mandated by the Commission and

necessitated by federal regulations. It contains Unresolved Safety Issues and medium- and high-priority generic safety issues . As such, its revision and maintenance is critical to the agency’s mission.

§ The current processes for updating, publishing, and distributing NUREG-0933 are separated among different NRC systems and offices. To date, the final product does not facilitate information retrieval and the web version is difficult to navigate. Those who produce NUREG-0933 are faced with a significant coordination and resource effort to make even minor revisions to NUREG-0933.

Solution§ Provide a structured authoring environment to facilitate reuse and

repurposing of existing NUREG; Quark XML Author utilizing DITA & integrated with IBM Case Manager and FileNet P8

Benefits§ Streamline solution for updating, publishing, and distribution the

NUREG-0933 document. The system also facilitates the process for the annual revisions in the Agency wide Documents Access and Management System repository and produces a public web site version that is easy to navigate and search.

U.S. Nuclear Regulatory CommissionNUREG 0933 (Nuclear Regulations)

Getting Started

5

Benefits§ Ensure your content and content processes

support your corporate goals§ Enhance content models and content§ Maximize content reuse§ Improve content processes and workflow

including compliance§ Streamline automated multi-channel

publishing§ Optimize translation and localization

Implement an Enterprise Content Strategy

Requirements PhaseAnalyze content lifecycle. Determine risks and challenges. Perform high-level and detailed content audit

Design PhaseCatalog information products. Design content models for published documents and source documents

Enterprise Content Strategy Project

12 Reasons to Adopt Smart Content

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1. Lower cost and effort to create and reuse content2. Makes it easy for business users to create XML

without being exposed to it3. Faster time to market4. Reduced translation costs5. Higher quality content that is more accurate,

consistent and up-to-date

6. Enables automated publishing of high-value customer communications

7. Built to support multi-channel, highly-designed, interactive content that meets your brand guidelines

7 Business Reasons to Adopt Smart Content

1. Support for a superior authoring experience that balances the need for structure with ease of use.

2. Ability to fallback to processing based on root classes3. Easier to configure and maintain than other schema

such as DITA4. Doesn’t require complex programming to obtain the

output formatting and design required5. Lower barriers to adoption for non-technical users

5 Technical Reasons to Adopt Smart Content

Why Quark

7

Quark Software Inc.

§ Founded 1981§ Denver headquarters§ 30-years of leadership§ Global footprint§ Track record delivering

award-winning enterprise solutions

Quark Software Products

The only company to develop and deliver fully integrated end-to-end solutions that include:§ Structured Authoring§ Cross-media Design§ Marketing Content and Brand

Management§ Publishing automation§ Digital publishing

We help our customers communicate with their:

Customers Partners Employees

Quark Value

PrintWeb

We Help Customers Shift:

Print

Web

Tablets

E-readers

Future?

Mobile

Further Information

eBookThe Beginner’s Guide to Smart Contentwww.quark.com/SmartContenteBook

Quark Web SiteQuark Enterprise Solutionswww.quark.com/enterprise

Thank You

Modernize Your Content Publishing Process with Smart Content

Software

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