Let your content flow

10 June 2015 CIO Enterprise Content Center of Excellence | ©2014, 2015 IBM Corporation 1
Let Your Content Flow
Michael Priestley
Enterprise Content Technology Strategist
CIO Enterprise Content Center of Excellence
Content owners: Michael Priestley, Andrea Ames Last updated: 8 June 2015

Important Disclaimer
THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY.
WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATION
CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT WARRANTY OF ANY KIND, EXPRESS
OR IMPLIED.
IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARE
SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.
IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATED
TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.
NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF:
• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATES
OR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR
• ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE LICENSE
AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.

We’ve been here before

Meet Sarah and Sam
4
Sarah is an IT architect
for her company. She is
responsible for building
a new Web content
management system
for their intranet, using
information about IBM
products and services.
Sam is a new IBM Sales rep
with a client looking for
information about how IBM
Managed Cloud can solve
their hosting challenges.
While traveling he relies on
his mobile device to
research solutions, create,
and share collateral.
• Too much time searching for content
• Too much time evaluating search results
• Too much time determining whether information is accurate and complete
• No way to filter, customize, or share custom content
Sarah and Sam’s content experience has been:

Many content sources, many content channels…
The Client Journey start
Return to start
Deploy Use Extend Manage &
maintain
Learn Troubleshoot
Discover
Sources: Info development, Trainers, Business
Partners, Development, Users
Channels: Courses, Knowledge Center, Online
training, Third-party courses, Third-party sites
Learn
Try
Buy
Advocate
Adopt
Sarah is trying to Learn…
• Searches the Web for best
practices to share with her
team and finds content that is
not relevant to her
• Searches ibm.com and finds
content that might help, but
there is so much info in so
many places, can’t
determine which apply
• Discovers marketing content
that helps her to better
understand product
capabilities and pursues one
product
• Finds documentation, but no
deployment scenarios or best
practices, so she can’t tell
whether it is appropriate for
her environment

Many content projects
How many of these projects could scale? How many of
these content projects could be easily reused by other
divisions or departments? How many could be repurposed
without major human intervention? How many could even be
found after the campaign was over?
Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

We know what we want

The evolution of content
What if I could take a piece of content and publish it to
multiple output channels, all set to display in different
ways (because of the rules that I set) without having to
handcraft each piece of content separately?
Technical communicators have been doing this for years
Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

Who is “we”?
The benefits of using intelligent content principles
can be even more dramatic for marketing content
than for technical content.
Rahel Bailie, Intelligent Content Across the Organization

We all want the same thing

But we use different words
Smart content
(Gilbane)
•Granular
•Semantically rich
•Useful across apps
•Meaningful for
collaborative interaction
Intelligent content
(Rockley)
•Structurally rich
•Semantically aware
•Discoverable
•Reusable
•Reconfigurable
•Adaptable
Chunked
Omni-
channel
Content
CollectionsClassification
Structured
Modular
Semanti
c
Adaptiv
e
Dynamic Enriched
Re-usable
Personalizable
Structured
Semanti
c
Adaptiv
e
Structured
Semanti
c
Dynamic
Adaptiv
e
Structured
Semanti
c
EnrichedDynamic
Adaptive
Structured
Semantic

We need intelligent content management

Control common
elements
Apply metadata
for filters and
adaptive display
Share content
across
collections
Assemble, filter,
substitute
Generate outputs
For product documentation
Product
list
Legal
notice
Task
Mention a
product
Admin step
mentions button
Product1
guide
Product2
guide
Normal user
step
Disclaimer
Online help
Knowledge
Center
Admin
guide
Adaptive
HTML5
PDF
EPUB
Other…
User
guide
UI
properties

Control common
elements
Apply metadata
for filters and
adaptive display
Share content
across
collections
Assemble and
filter
Generate outputs
For training content
Product
list
Legal
notice
Exercise
Mention a
product
Item for student
Full day
course
Self study
tutorial
Item for
instructor
Disclaimer
Preview
Student
guide
Instructor
guide
Adaptive
HTML5
PDF
EPUB
Other…
Review

Control common
elements
Apply metadata
for filters and
adaptive display
Share content
across
collections
Assemble and
filter
Generate outputs
For marketing content
Product
list
Legal
notice
Benefits
Mention a
product
Item for CMO
Item for CIO
Case study
Tech
overview
Disclaimer
Preview
Details
CMO
variant
CIO
variant
Adaptive
HTML5
PDF
EPUB
Other…
JSON

Across an enterprise content ecosystem

People work together, so our technology has to
Integration across silos
to support collaboration
across teams
Integration of end-to-
end processes to
enable continuous
delivery
Operations
team
Knowledge
center
team
Ibm.com
site
Software
architect
Design
content
strategist
Content
marketing
strategist
Software
developer
Content
developer
Marketing
author
Deliver and
maintain
Plan and
design
Author and
reuse
Collaboration
Continuousdelivery
Integration and
Optimization

Learning plan
Author and reuse across silos
Training
Product docs
Marketing
Sales
Course
Tutorial
Feature
overview
Steps
Tutorial
RFP
Feature
Benefits
Case study
Feature
overview
Business
benefits
Knowledge center product collection
Tutorial Feature Steps
Feature
Steps
Benefits

Reuse catalog
• Quickly assemble and filter
components for new
campaigns/journeys
• Reuse of both assembled and
component content
• Can reuse dynamically –
always pick best match for
criteria, regardless of origin
• Measure performance at
component level
Runtime reuse
Benefits
Tutorial
Feature
Steps
Case
study
Dynamic
collection
For criteria:
• CIO
• Learning
• Interests in
cloud, security

Content delivery must evolve
Static
Produce
separate content
for mobile vs
desktop
Responsive
Same content
reflowed for
every device
Adaptive
Content is
shown or
hidden as well
as reflowed
based on
device, as well
as other
criteria like
audience,
location

All you need is love (and standards)

Barriers to collaboration
2
Process
Lack of governance
Lack of feedback
Culture
Lack of incentives for reuse
Incentives for reinvention
Content
Inconsistent content types
Inconsistent classification
Technology
Lifecycle silos tie authoring to delivery
Formats tie content to authoring system

Breaking down silos
• Build a bigger silo?
There’s no silo big enough to cover cross-
company reuse scenarios
• Integrate across silos?
Requires that every reuser have access to
every source system
• What about portable content?
Requires content that can be exported from a
repository with its structure, metadata, and
relationships intact

We need standards
Intelligent content
Needs and standards: Process: Benefits
• Adaptive display
• Reusable modules
• Taxonomy and metadata
standards
• Content standards for type,
format, and granularity that
enable smart or intelligent
content
• Create templates and
transforms
• Focus on industry standards
like DITA
• Support co-existence of
single-use and multi-use
content
• Provide support for
incremental migration
• Consistent structure across
formats
• Consistent metadata across
formats
• Avoid single-vendor
dependencies
• More ROI for content
• Content is Findable, Usable
and Reusable
Content is findable,
usable, and reusable
We need content that is intelligent:
1. Portable across systems 2. Useful across applications 3. Findable, usable and reusable

Control common
elements
Apply metadata
for filters and
adaptive display
Share content
across
collections
Assemble, filter,
substitute
Generate outputs
• Conref
• Conkeyref
• Keyref
• Metadata
attributes
• Taxonomies
• Maps
• Topicrefs
• Reltables
• Assemble with
maps
• Filter with
ditaval
• Substitute with
keydef maps
• Multiple output
options and
vendors
• Including static
or dynamic
• Opensource or
vendor
• Out of the box
or custom
We have standards
Plus specialization: a content typing architecture that allows different content domains to
have variations of common content types without compromising reuse of content or code
We don’t have to all agree on what a tutorial is: we just have to agree on what the
differences are

We have standards
Product
list
Legal
notice
Benefits
Mention a
product
Item for CMO
Item for CIO
Case study
Tech
overview
Disclaimer
Preview
Details
CMO
variant
CIO
variant
Adaptive
HTML5
PDF
EPUB
Other…
JSON
Taxonomy
file
Separation of
semantics from
presentation
Pre-
approved
content
Topics Maps
subjectscheme
keyref
metadata
conref
Conditional
processing
Omnichannel
publishing
Adaptive content

Why do standards matter?

The content problem your company faces
is bigger than your
team*
*if your company has more than one team creating or delivering content

The content problem your company faces
is bigger than your
company*
*if your company has partners, suppliers, resellers, or customers who need to work with your content

Across the enterprise – and beyond!

Who supports DITA
Authoring
(http://www.ditawriter.com/list-of-dita-
optimized-editors/ )
• inMedius DITA Storm
• SDL Livecontent Create
• Adobe FrameMaker
• Quark XML Author (Word)
• easyDITA
• Codex
• PTC Arbortext
• JustSystems XMetal
• Syntext Serna
• Syncrosoft Oxygen
• DITAWorks
• Vex
• XMLMind
• Altova XML Spy
• FontoXML
• SimplyXML Content Mapper
• DITA Exchange
• exeDITA
• Stilo AuthorBridge
• DITAWorks Pro
• EMC Documentum
• DocZone
• easyDITA
• eXact Learning
• IBM FileNet
• RSI RSuite
• SDL LiveContent Architect
• Sibersafe DITA CMS
• Sirius DITA
• Siemens Teamcenter
• Vasont DITA CMS
• X:Point
• Plus others (language-specific or
industry-specific)
Publishing
 AntennaHouse
 Apache FOP
 DITA for Publishers
 DITA inPrint
 DITA Open Toolkit
 DITA-FMx
 Elkera XML
 RenderX XEP
Dynamic delivery
 Suite Solutions SuiteHelp/Share
 Webworks
 Mekon DITAWeb
 Antidot Fluid Topics
 Titania HARP
 AuthorIT
 4D Help
 Mindtouch
Managing
(http://www.ditawriter.com/list-of-dita-
capable-cmses/ )
• PTC Arbortext CMS
• Astoria On-Demand
• Author-IT Cloud
• BlueStream XDocs
• Calenco
• Cinnamon
• Componize
• ConteX
• Ixiasoft DITA CMS
• DITA Exchange
• Inmedius DITA Storm Suite
• DITAToo
Migrating
• Stilo Migrate
• XMLMind DITA Converter
• Omni Systems DITA2Go
• CambridgeDocs xDoc Converter
Translating
 SDL Trados
 Maxprograms Swordfish
 Lionbridge
 XTM Cloud

Lightweight DITA broadens DITA’s scope (and is a work in progress)
XDITA (DITA in XML) HDITA (DITA in HTML5) markdita (DITA in markdown)
<topic>
<title>The point of it all</title>
<shortdesc>I can sum it up here</shortdesc>
<body>
<p>I can say some more stuff</p>
<section>
<title>Stuff</title>
<p>And so on</p>
<ul>
<li><p>This</p></li>
<li><p>Is</p></li>
<li><p>A List</p></li>
</ul>
<section>
<title>And more stuff</title>
<p>With its own explanation</p>
<dl>
<dlentry>
<dt><p>This</p></dt>
<dd><p>Is explained</p></dd>
</dlentry>
<dlentry>
<dd><p>Is also explained</p></dd>
</dlentry>
</dl>
</section>
</body>
</topic>
<article>
<h1>The point of it all</h1>
<p>I can sum it up here</p>
<p>I can say some more stuff</p>
<section>
<h2>Stuff</h2>
<p>And so on</p>
<ul>
<li><p>This</p></li>
<li><p>Is</p></li>
<li><p>A List</p></li>
</ul>
<section>
<h2>And more stuff</h2>
<p>With its own explanation</p>
<dl>
<dd><p>Is explained</p></dd>
<dd><p>Is also explained</p></dd>
</dl>
</section>
</article>
#The point of it all
I can sum it up here
I can say some more stuff
##Stuff
And so on
- This
- Is
- A List
##And more stuff
With its own explanation
- **This** Is explained
- **This** Is also explained

Let your content flow
Across systems
Across teams
Across disciplines
Across companies
Across formats
Let content flow to where it’s needed
– don’t make people form a bucket
brigade of copy and paste
Let your content flow, so partners and
customers don’t go thirsty
looking for the tap

Legal
IBM and the IBM logo are trademarks of International Business
Machines Corp., registered in many jurisdictions worldwide.
Other product and service names might be trademarks of IBM or
other companies. A current list of IBM trademarks is available on
the Web at “Copyright and trademark information” at
www.ibm.com/legal/copytrade.shtml

• backup

• Content – structured, typed, chunked
• Collections
• Classification
The three Cs of DITA

• Separates content from
presentation
• Semantically meaningful
labels like “title”, “short
description”
• No way to define font
size, pixel placement in
the source
Content is structured
Here it is
And this is how it all
starts
And then it just goes
from there
Title
Short
description
Body
paragraph

• The A in DITA is for
architecture – roll your own
content types using
specialization
• You can define rules for what
content and metadata are
allowed in each content type
• Elements are given
meaningful names instead of
presentation characteristics
• “Task” has “steps”; “Tutorial”
has “objectives”
Content is typed
Planning your trip
Bring an umbrella and
it won’t rain
You’ll need an
umbrella
1. Pick a destination
2. Check the weather
3. Bring an umbrella
anyway
Title
Short
description
Prereqs
Steps
Task content type

Here it is
starts
from there
Here it is
starts
from there
• DITA “topics” are nestable
content units
• Based on the principle that the
safest unit of reuse is the unit of
use: an identifying heading and
the content it identifies
• A tutorial or whitepaper is made
up of many “topics”
• Each topic can be reused across
many documents and collections
• And any element inside a topic
can be reused in other topics:
from whole sections to individual
words
Content is chunked
Planning your trip
Bring an umbrella and
it won’t rain
You’ll need an
umbrella
1. Pick a destination
2. Check the weather
3. Bring an umbrella
anyway

• Separate content from collection context
• Topics don’t have to know where they
are reused
• Parent topics can have different children
in different collections
• Allows flexible, scalable reuse
• Generate assembled output documents,
or linked sets of pages
• Can have collection types, just like
content types, to define
organization/semantics at any level
Collections
Case study 1 Case study 2
Topic A Topic B
Topic C
Topic D Topic E

Classification
Product
taxo
Benefits
Mention a
product
Item for CMO
Item for CIO
• Apply metadata to whole sets of
content very quickly
• Or provide detailed customization
within a page
• Control metadata values at any level
using taxonomies – from collection to
individual words in a paragraph
• Taxonomies can also be used as
value lists for variable or volatile
elements within content: metadata
and data can draw from same source
• Leverage for single source
publishing, personalized search, and
adaptive display
Audience
taxo
{product} Case study

Let your content flow

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Let your content flow

Similar to Let your content flow (20)

More from Michael Priestley

More from Michael Priestley (7)

Recently uploaded

Recently uploaded (20)

Let your content flow