The reality is that content in today'€™s digital world is growing exponentially year over year for every organization. To explore, expose, extract, and express the most relevant content and to produce the most value from it requires that content experiences a constantly evolving collaboration between humans and computing technology. This presentation explores the importance of content strategy in the "age of digital transformation".

1. What makes content work?
Strategy, Engineering, Curation, & Management
1
1
Rick Wilson, Global Enterprise Learning Strategist
The first in a Series

2. Editorial Disclaimer
2
Steve Jobs
1955-2011
From 1995 Stanford University commencement
address: “You can only connect the dots looking
backwards. So, you have to trust that somehow
the dots can connect going into the future.”

3. Editorial Disclaimer
3
Steve Jobs
1955-2011
From 1995 Stanford University commencement
address: “You can only connect the dots looking
backwards. So, you have to trust that somehow
the dots can connect going into the future.”
What I am saying about content, I say because I see how the dots can connect (at least
for me). And, whether we are referring to the learning content world as the context for
the use of the word “content”, or for the world of technology and media communications
at large, I believe it holds true for all. Hey, today this is only my story.

4. What I’ll be talking about and presenting?
There are 4 discussion points to this presentation:
• What is content and why it matters
• How engineering content generates “better content”
• How curation gets more out of content
• How management improves results
4
“Anyone attempting to make a distinction between good learning experiences and good
content doesn’t know the first thing about either.”
Rick Wilson, Content Strategy Part 1, What is it, and Why you need it, Learning Solutions Magazine 8/29/2011

5. WHAT HAS THE DIGITAL DISRUPTION DONE?
The Challenges
5

6. WHAT HAS THE DIGITAL DISRUPTION DONE?
The Challenges
6
Let me set the stage. What are the
challenges caused by the digital
disruption of the last decade?

7. Challenge One for Content – The Audiences
7
 Baby Boomers 1946 – 1964
 Generation X 1965 – 1980
 Generation Y (Millennials) 1981 – 1997
 Generation Z After 1997

8. Challenge One for Content – The Audiences
8
 Baby Boomers 1946 – 1964
 Generation X 1965 – 1980
 Generation Y (Millennials) 1981 – 1997
 Generation Z After 1997
First. What makes this presentation so important is what we all recognize that it is
happening. And, we are all participants. There is an abundance of challenges. We know
that there are generational differences. But what I am learning is that the digital world is
not about demographics. It’s about the “persona”.
An interesting dynamic is that the Apps for our smart appliances are foremost appeals to
the Gen Y and Gen X folks. However, it is driving the use of these devices across the
entire age spectrum. The reason. Content is getting easier to access and becoming more
relevant – situational and locational. And, users are electing to create how they use and
work with the content – no matter age. Now, there is a backward application effect.
Users want more personalization and more adaptive uses of their digital environments.
It was as true with our computers as it is now with our smart devices.

9. Challenge One for Content – The Audiences
9
 Baby Boomers 1946 – 1964
 Generation X 1965 – 1980
 Generation Y (Millennials) 1981 – 1997
 Generation Z After 1997
So, who’s in charge now?
They are!

10. Challenge Two for Content – Their Way
10
Audiences today want content their way. And, content is all about context.

11. Challenge Two for Content – Their Way
11
The audiences today want content their way. And, it’s all about context.
Context is everything to the user. The same content expressed from a single source through
different channels will invariably produce different interpretations and possibly will cause
many distinct reactions depending on the audience. Our understanding of how our
information works or can work – especially online – will help us understand how the use by
humans can be different, or may necessarily have to be different.

12. Challenge Three for Content – Their Use
12

13. Challenge Three for Content – Their Use
13
There is a frightful part. Once content is in their hands, it is out of our control. What is the
user really doing with it? That’s another challenge; and, the way that I deal with it is to
understand more about what the content can do or needs to do to win them over.

14. Challenge Four for Content – The Disruptors
14
Beware of this kid! He’s might just
be the next big disruptor.

15. Challenge Four for Content – The Disruptors
15
Beware of this kid! He’s might just
be the next big disruptor.
As a TV watcher in the ’70s, I was a fan of The Six Million Dollar Man. Sunday night at 7
p.m. I was glued to my Sony 25” Trinitron TV to watch Steve Austin battle an assortment of
evil with artificial body functionality. My enthusiasm was simple: Amplified by technology,
the Bionic Man is better, stronger, and faster than his enemies.
It’s a morality tale of sorts with a twist. We are not bionic people. These digital technology
innovators are, and we are their target. Because, while we are working to help plan our
organizations’ strategy, hundreds — if not thousands — of individuals (including some
possible competitors) are exploiting technology to make themselves better, stronger, and
faster than we are.
They are also digital disruptors. And they’re coming right for us and our organizations.

16. Challenge Five for Content – Big Data
16
One Million Billions
It’s really about BIG content!

17. Challenge Five for Content – Big Data
17
One Million Billions
It’s really about BIG content!
Everyday, we create 2.5 quintillion bytes of data. What’s a quintillion? It’s 1 million billions!
It’s so much that 90% of the data in the world today has been created in the last two years.
These data come from every conceivable source: our GPS systems, our posts to social
media sites, the digital pictures and videos that we share online, the transactional records
of online purchases, smartphone messaging, and all the information from organizational
systems. These data are BIG. They are clogging our communications channels and
choking organizational information systems. Worse yet. It is hard to manage and therefore
difficult to extract the truth. So, what is this truth factor?

18. WHAT IS CONTENT AND WHAT IS IT DOING?
The Rules
18
“The worth and value of knowledge is in proportion to the worth and
value of the source.” – Samuel Coleridge, philosopher & poet.

19. What is content?
Simply, content is the stuff prepared to use for certain
intended communication and informational purposes.
19

20. What is content?
Simply, content is the stuff prepared to use for certain
intended communication and informational purposes.
20
So, what is content? It’s stuff. It’s the information or other resources targeted to people or
solicited by them. Often, the information’s use is to satisfy particular requirements set out for
people or chosen by them. This is particularly the case in the learning world – learning
objectives, targeted (personalized) courses, product knowledge assets, and other such stuff.

21. How does content do it?
Content has to have exposure and expression in forms
suited to the needs of people.
21

22. How does content do it?
Content has to have exposure and expression in forms
suited to the needs of people.
22
Oh, we also need to satisfy requirements
of the organization as well. So, how do we
manage both people and organizational
considerations?

23. Is it a balancing act?
23

24. Not really. There’s a distinction.
 People concerns deal with findability, accessibility, and usability
 Organizational concerns deal with messaging, delivery, and use
24
Is it a balancing act?

25. Not really. There’s a distinction.
 People concerns deal with findability, accessibility, and usability
 Organizational concerns deal with messaging, delivery, and use
25
Trick
Question
Is it a balancing act?
Is there a balancing act between organization and individual? It’s
a trick question. My distinction is between organizational goals
and people requirements.
And, the cross-pollination occurs at the use level. That’s where
content matters. Our intended use versus their actual use and
application. It can be very close, even the same, or very different
and miles apart.

26. 26
So, what does content do?
Everything!

27. So, what does content do?
Everything!
27
Content’s expression (or presentation) has to
convey in some manner sufficient substance
to produce a cognitive response in the
recipient. Check out the definition of Bloom’s
Taxonomy in Wikipedia, particularly the part
about knowledge transfer. When content
makes a connection with the recipient, content
has meaning – at least in that immediate case
for that particular individual.

28. And, how does meaning occur?
28

29. And, how does meaning occur?
Content has meaning because of the situation in which it happens.
29
It’s contextual. The circumstances shape
our interpretations and perceptions about
the meaning of the content.

30. But, why is this important?
30

31. But, why is this important?
Because today content has to be built around people.
31
We need content that is where the people
are and supports what they are doing and
how they are doing it.

32. Rule One: Give people what they need
When learning happens…
(in a work context)
 About 70% of learning is provided
through the use of challenging
assignments and on-the-job
experiences.
 About 20% of learning is developed
through relationships, networks, and
feedback.
 About 10% of the learning is delivered
via formal training processes.
32

33. Rule One: Give people what they need
When learning happens…
(in a work context)
 About 70% of learning is provided
through the use of challenging
assignments and on-the-job
experiences.
 About 20% of learning is developed
through relationships, networks, and
feedback.
 About 10% of the learning is delivered
via formal training processes.
33
Rule One.
Michael Lombardo and Robert Eichinger at the Center for Creative Leadership put forth this
model stating that development typically begins with a realization of a need coupled to a
motivation to do something about it, and that a blend of different learning approaches "in
concert" can provide some powerful learning.
However, Jay Cross of Internet Time, who some of you might know or have read says, “70-
20-10 is really a prescriptive model. It builds upon how people internalize and apply what
they learn based on how they acquire the knowledge.” The model is not easily transferable
to the typical learning and daily work flows of organizations, because the ratio of informal to
formal learning varies with context.
So buy it or not, nobody ever told the digital population about this model and what is
happening. Consequently, I think that the ratios are up for grabs.

34. Rule Two: Bring dexterity to content complexity
How is knowledge acquired?
There is a knowledge continuum made up of two factors:
34
 VELOCITY – the speed at which knowledge moves
through an organization and out to and through its
constituencies
 VISCOSITY – the richness and value of the knowledge
transferred increases the use
Velocity Viscosity
Velocity strips knowledge to minimums to speed up
messaging to people – from Tweets and Facebook
posts up to chats and discussion group posts

35. Rule Two: Bring dexterity to content complexity
How is knowledge acquired?
There is a knowledge continuum made up of two factors:
35
 VELOCITY – the speed at which knowledge moves
through an organization and out to and through its
constituencies
 VISCOSITY – the richness and value of the knowledge
transferred increases the use“When there are enough pieces to
figure out the big picture, we begin to
have context.”
Rick Wilson
Velocity Viscosity
Viscosity augments knowledge by
improving context to increase value.

36. What’s the point?
Knowledge network connections are crucial to how
people extract what they need.
A strategy for content enhances prospects for
effective knowledge transfer.
36
Rule Three: Put knowledge where the connections occur

37. What’s the point?
Knowledge network connections are crucial to how
people extract what they need.
A strategy for content enhances prospects for
effective knowledge transfer.
37
Rule Three: Put knowledge where the connections occur
There are numerous connections across our
knowledge networks that are crucial to how people
extract what they need in the erupting chaos of
content. When there is an ensuing strategy for
content, there are greater prospects for effective
knowledge transfer throughout the network.

38. 38
WHAT MORE CAN CONTENT DO FOR YOU?
The Engineering
Why is engineering content
that generates intelligence
important?

39. Digital Disruption
39
Back to the digital disruption
factors. When the digital world
crept into our lives, we had no
idea what was going to happen.

40. Digital Disruption
40
There is less need to go to a specific location or depend
on a particular entity to get what we need to know or to
develop our skills to do our job tasks. The digital
revolution changed all that.
But it is not a settled world. One reason has to do with
how our knowledge sources for work and job
performance support us. I think content sources have to
be smarter.

41. What does content engineering do?
41
The engineering …
• Provides effective content management
automation and processing sophistication
• Increases content value rapidly, as it improves
throughput efficiency
• Creates a product far easier to use, support,
and maintain
• Incorporates meta-tagging for search and
discovery
• Optimizes content structuring for multi-modality
use, reuse, and repurposing
• Permits single source publishing for multi-
channel distribution
• Creates content with device sensitivity
• Produces content with contextual awareness
Content Management
ContentProcessing
RapidIncreaseinContentValue
Efficient Improvement in Throughput
Automation
Sophistication
Concept by Joe Gollner, the Content Philosopher

42. What does content engineering do?
42
The engineering …
• Provides effective content management
automation and processing sophistication
• Increases content value rapidly, as it improves
throughput efficiency
• Creates a product far easier to use, support,
and maintain
• Incorporates meta-tagging for search and
discovery
• Optimizes content structuring for multi-modality
use, reuse, and repurposing
• Permits single source publishing for multi-
channel distribution
• Creates content with device sensitivity
• Produces content with contextual awareness
Content Management
ContentProcessing
RapidIncreaseinContentValue
Efficient Improvement in Throughput
Automation
Sophistication
Concept by Joe Gollner, the Content Philosopher
This is where I see the need for content engineering. We need to accommodate
the changes. We have to have the means to do things smarter and faster; and
our content for knowledge acquisition has to have more intelligence. And content
engineering supports that because the engineering achieves the stated bullet
points on the previous slide.
It’s a particularly unique environment that can take advantage of this content
engineering. It’s a new type of digital eco-system.

43. What is an intelligent content eco-system?
43
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation

44. What is an intelligent content eco-system?
44
Intelligent
Content
Eco-system
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation
Unified:
Increases the value of
interactions with assets
accessible through its
various types of portals
and integration points.
1

45. What is an intelligent content eco-system?
45
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation
2
Personalized:
Provides complex logic to
improve the quality of the
user experience online and
collaboration with others.

46. What is an intelligent content eco-system?
46
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Global:
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation
3 Supports & manages
the user situational,
locational & localization
experience.

47. What is an intelligent content eco-system?
47
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation4
Contains resources to enhance
participation and interaction
while determining user
requirements even as they
change.

48. What is an intelligent content eco-system?
48
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation
5Supportive:
Recognizes needs of users
& responds with relevant
and contextually sensitive
content specifically for the
user.

49. What is an intelligent content eco-system?
49
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation
6
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes.

50. What is an intelligent content eco-system?
50
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Adaptive:
Identifies dynamics of
user interactions and
produces analytics for
improving adaptation
7Intelligent:
Leverages smart technology
to expose and exploit access
and use of all content and
other resources.

51. What is an intelligent content eco-system?
51
Intelligent
Content
Eco-system
Unified:
Increases the value
of interactions with
assets accessible
through the various
types of portals
Supportive:
Recognizes needs of users
and responds with
relevant content with
user contextual sensitivity
Personalized:
Provides complex logic
to improve the quality
of the user experience
online and the
collaboration with each
other
Collaborative:
Enables exchanges with
others via formal and
informal channels and
processes
Global:
Supports & manages the
user locational and
localization experience
Resourceful:
Contains resources to
enhance participation
and interaction while
determining user
requirements
Intelligent:
Leverages smart
technology to expose
and exploit access and
use of resources
8
Adaptive:
Identifies dynamics of
user interactions and
produces analytics and
metrics for improving
adaptation and use

52. An Intelligent Content Eco-system
52

53. An Intelligent Content Eco-system
53
This eco-system model is not a fantasy. There are emerging digital solutions to
accommodate these disruptions to our familiar norms and routines in the conduct
of our work lives. Here’s the new work world embracing social media and virtual
collaboration with sharing, liking, badging, gaming, and more. You interact, share,
participate, manage, see, and conduct work activities with everyone or those with
whom you chose to interact, or are chosen for you. This is the new era of
organizational learning – social, cultural, and behavioral.

54. How is your content changing to meet your
organizational learning requirements today?
54

55. WHAT MORE CAN YOU DO FOR CONTENT?
The Curation
55

56. WHAT MORE CAN YOU DO FOR CONTENT?
The Curation
56
Now in this segment I’ll talk
about how curation can
produce more bang and
value from content.

57. What is this notion of curation?
It’s the action of finding, grouping, organizing, and preparing content for use.
57

58. What is this notion of curation?
It’s the action of finding, grouping, organizing, and preparing content for use.
58
It’s the way to manage the intersections connecting creation,
organization, management, and delivery with orchestration to achieve
the intended purposes and desired outcomes. Knowing what to do in
the process of curation comes from having developed a content
strategy.
And, discussing content strategy is way to big a topic for this
presentation, but I have a companion set of slides where I tackle the
subject. And, if you are really interested, check out my articles on
content strategy that appeared in Learning Solutions Magazine.

59. Why is curation so important?
It’s the means to arrange where stuff is, what stuff is, and how stuff can
be found, accessed, and used.
59

60. Why is curation so important?
It’s the means to arrange where stuff is, what stuff is, and how stuff
can be found, accessed, and used.
60
When you don’t
know what you
have, you can’t
use it.
It’s how to extend and increase the value and
relevance of the content. It also incorporates
consideration for contextualization.

61. 61
Why do you need to do it?
It’s the way to determine the cream from the crap.

62. 62
One of the single most valuable roles in an
organizational learning environment is
sorting out the “wheat from the chaff” in
this cataclysmic cacophony of content.
There needs to be a means to create sane
processes for finding, accessing,
delivering, and sharing only the cream of
the crop.
Why do you need to do it?
It’s the way to determine the cream from the crap.

63. What makes curation so critical?
It’s important to content success. Curation drives governance.
63

64. What makes curation so critical?
It’s important to content success. Curation drives governance.
64
And, governance provides for the practical rules about content workflow, design,
development, style, publishing, and delivery. Today, great care has to be given to
guidelines on how critical information gets shared. The impact of “knowledge worthy”
content assets is about being relevant and “trustworthy”.
Curation concerns itself with achieving a high standard for quality, veracity, accessibility,
reachability, and use. However, once available for consumption outside the oversight
and control of the content creators, content becomes subjected to consumers and their
concerns. Chief among them is about how quickly they can process it.
It’s content mobility and flexibility. It’s just-in-time at the right place the way they need it.
Don’t mistake great presentation with the best expression. Again, curators’ sensitivities
should error on the side of the audience.

65. Famous last words
“Without a human filter to create
contextual and digestible information
the noise will just drown out the
signal.” Steven Rosenbaum, Curation
Nation, 2011
“Without the proper mechanics
working on the content it’s going to
be very susceptible to poor results.”
Kristina Halvorson, Intelligent
Content Strategy Conference, 2012
65

66. HOW CAN YOU DO MORE FOR CONTENT?
The Management
66

67. HOW CAN YOU DO MORE FOR CONTENT?
The Management
67
Management of content
improves control and results.

68. What is content management all about?
Processes and technologies to support collecting, storing,
managing, and publishing information in its many forms or
media.
68

69. What is content management all about?
Processes and technologies to support collecting, storing,
managing, and publishing information in its many forms or
media.
69
Content management consists of processes and
technologies to support collecting, storing,
managing, and publishing information in its
many forms or media.
And, today references to content tend to be
about digital content. Or, content taking the form
of digital text and multi-media files (such as
audio or video), or any other electronic file types
with a content lifecycle requiring management.

70. What is content management all about?
Processes and technologies to support collecting, storing, managing,
and publishing information in its many forms or media.
70

71. What is the secret to content publishing?
Creating single source content
71
Concept by Xyleme, XML-based solution for single source content development, at www.xyleme.com

72. What is the secret to content publishing?
Creating single source content.
72
However, in considering my model of the intelligent content eco-system, here is a
technology focused on the learning world – a tool that supports learning content
management. You may have something already. But, there is a very harsh reality to
confront. None of this is easy. I am electing methods that support doing as many
things only once. This is one of them.
Intelligence in content occurs because you incorporate it. One profoundly important
characteristic of intelligence is the information about the content. Metadata are
behind this intelligence. Everything to be considered of value or to have value needs
identity. The particular technology associated with this tool not only imbeds identity
dynamically, but it has organization, construction, processing, and single source
publishing functions.
The job of custodian incorporates curation, guardianship, and oversight. It is really
being the “keeper of the content and it’s systems”.
It is a learning content management environment where everything can be managed,
even stuff not physically in the environment.

73. 73
Instructor Guides
Participant Guides
Handouts
Slide Decks
Assessments
eLearning
Performance Support
Marketing Sheets
Reference Guides
Single Source
Multiple
Outputs
</XML>
To Update…
Change Source
&
Re-publish!
Conventional Single Source
Virtual Learning Lab
Self-paced
Mobile
Instructor-led Classroom
What is the benefit of single source content?

74. 74
Instructor Guides
Participant Guides
Handouts
Slide Decks
Assessments
eLearning
Performance Support
Marketing Sheets
Reference Guides
Single Source
Multiple
Outputs
</XML>
To Update…
Change Source
&
Re-publish!
Conventional Single Source
Virtual Learning Lab
Self-paced
Mobile
Instructor-led Classroom
What is the benefit of single source content?
Here’s how the concept translates. The conventional model requires us to reversion
the content each time a change is made. And, if the change impacts more than a
single content type, then we have to make the changes in each. With the single
source model any change dynamically changes the corresponding content type, as
appropriate. Then, you re-publish – only once!

75. Why does content matter?
75
It has value in proportion to its use
and reuse. It is the new currency in
our digital culture.

76. Get
76

77. Final Remarks
77
THANK YOU!
The reality is that content in today’s digital world is growing exponentially
year over year for every organization.
To explore, expose, extract, express, and exploit the value of content and to
produce the most relevance from it requires that content experiences a
constantly evolving collaboration between humans and computing
technology.
Behind these evolutionary and innovative processes is content strategy.

78. 78
RickWilson
rick.wilson@digitalruption.com
+1 561 400 6764 (mobile) +1 561 450 8291 (direct)
@digitalruption
Content Strategist for Global Enterprise Learning
https://www.linkedin.com/in/digitalruption