Your Brain on XMLStructured Content and Operational Efficiency

Val Swisher, CEOContent Rules

@contentrulesinc

Content RulesAn amazing collection of people who help great clients create fabulous content and get it ready for global consumption.

Who am I?

If Your Brain was Structured

Imagine

You Could:Be Extremely Organized

StructuredThoughts

You Could:Access any memory, conversation, thought, image you’ve seen, paper you’ve written

StructuredMemories

You Could:Semantically tag all of your memories, names, thoughts, and ideas

BrainFind Stuff

You Could:Vulcan Mind Meld with other people’s thoughts, ideas, and situations

VulcanMind Meld

Only Your Content Can Be on XMLUnfortunately

Truth

You Must:Write as generically as possible

Generic

You Must:Write for multiple modes of publishing (web, print, mobile, tablet)

Multi-Channel

You Must:Tag your content well, using an understandable, well-thought out taxonomy

Findable

You Must:Avoid creating duplicate content (which means you have to search for it and be able to find it)

Reuse

Operational EfficiencyWe use XML to be more efficient.

Why?

Operational EfficiencyDoing more with the same resources.

Definition

Operational Efficiency is Not New

What About XML and Reuse?“You Cannot Realize the Gains of Structured Authoring Efficiency if You are Not Efficient with Words” - me.

Efficient Reuse

What About Terminology Management?

Consistent TerminologyIncreases Operational EfficiencyMandatory for Successful XML Deployments

How?

How Many Ways Can You Say:

Dog Puppy

Canine Mutt

Without Consistent Terminology:Topics cannot be reused effectively

Identical Words

Without Consistent Terminology:Multiple topics that are almost – but not quite – the same

Identical Words

Without Consistent Terminology:Readers get confused

Confusion

Without Consistent Terminology:Customers call technical support

Added Expense

Without Consistent Terminology:Confusion can lose customers

Financial Loss

But How?

Pull

Push

No one uses style guides.

Dirty Little Secret

That’s right.No one.

Using the right tools, you will

Right Tools

• Spend less time writing• Use editing resources more effectively• Create better quality content in all languages• Spend 15-40% less money on translation• Get to market faster• Field fewer technical support calls• Have happier customers

So What are You Waiting For?

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