LavaCon Las Vegas 2016 Presentation

1. 1
Frankenstein’s
Monster:
Why You Need
to Create
Content
Mashups

2. 2
Nobody is
reading your
technical
manuals …

3. 3
Finding answers in your support
knowledgebase is nearly impossible

4. 4
Customers are
beginning to pick
up torches and
pitchforks ...

5. 5
How will you defend
yourself from the
angry mob?

6. 6
Effective content re-
use: not just within
your docs but across
your organization
You need:
• Structure
• Shared taxonomies
& terminology
• Advanced delivery
methods

7. 7
You need
monstrous
content
mashups …

8. 8
… that will reanimate
dead publications into …

9. 9
… support experiences
that will shock and
delight your customers

10. 10
Some
background …

11. 11
Does your tech doc and marketing look remotely similar?

12. 12
Content that is useful
anywhere in the
company should be
available throughout
the company
Why Content Mashups?

13. 13
Potential Roadblocks
○ Many company teams
still use copy/paste
actions, with non-
connected content that
is not updated during
updates or rebranding
○ May end up with parts
that don’t respond when
content is refreshed

14. 14
Content in the backend should
have as much structure as possible
○ Technical documentation should
be XML / DITA
○ Marketing materials should use
standard templates
○ Both should have consistent
terminology and metadata

15. 15
Sophisticated dynamic delivery
• Access to entire content
repository
• Metadata in intelligent
content
• Taxonomy across content
repositories for intelligent
delivery
Central Nervous system needed
So how do we make this monster mash?

16. 16
Intelligent delivery (IT’S ALIVE!)
○ In moment of delivery, ideal
systems discern key factors about
the customer:
• Location & language
• Platform in use
• Low to High past spending
○ Matches between parameters
about customer and intelligent
metadata within content can ensure
appropriate delivery

17. 17
Customer may be
holding data that
should initiate an
action

18. 18
Customers may want
an encounter with a
product that seems
like a “regular guy”
or that wolf thing
Let customer input and your metadata determine
what kind of “monster” to present
Control the phases of the moon? Dynamic content mashup “monster”

19. 19
A disconnect between
your content repositories
and other systems can
lead to undesired
consequences

20. 20
Lack of (or poor)
design can also
lead to a scalding
customer delivery
BAD WORSE

21. 21
Appropriate delivery leads to engaged
customers who become our advocates

22. 22
You can make previously
“scary” content seem
totally unthreatening

23. But what about….
The “undead” … stale or
lifeless content that has a life
of its own, which can animate
your customer experience in
undesired ways

24. 24
Identify and remove
“undead” content

25. 25
So in conclusion…
○ Use structure!
○ Standardize terminology &
metadata
○ Integrate with taxonomies
○ Provide a platform for
intelligent delivery

26. 26
Structured
Content
Management
Collaborative
Review
Dynamic
Delivery
SDL Knowledge Center
And if you’d like to know more…

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This presentation and its content are SDL confidential unless otherwise specified, and may not be
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