This keynote presentation tackled some of the really big trends that are changing the way Tech Comm is conducted and how it fits into the modern enterprise.

1. The Content
Revolution
Lavacon 2011
Joe Gollner
Gnostyx Research Inc.
jag@gnostyx.com
@joegollner
Copyright © Joe Gollner 2011

2. Thinking about Content as Food

3. The Content Solution Lifecycle
CONTENT CONTENT
ACQUISITION STRATEGY
Preparation
CONTENT Vision
DELIVERY
CONTENT CONTENT
MANAGEMENT EVOLUTION
Control Feedback

4. Content Strategy: The Vision
Concept Reputation
Market
Value
Excitement Competition
Customers

5. Content Acquisition: The Preparation
Tools
Ingredients
Recipes
Techniques

6. Content Delivery: The Transaction
Personalize Deliver Present Satisfy × 10

7. Content Management: The Control
Direct
Measure Correct
Motivate

8. Content Evolution: The Feedback
Engage
Adapt
Listen
Improve

9. Lessons from the Content Kitchen
… in order to achieve
superlative performance
in satisfying customers
with exciting & evolving
information products
Think about content
as everything that has
to come together behind
the scenes

10. Now Imagine 1 Kitchen for 1000 Restaurants

11. TRENDS
You Should Know About
Copyright © Joe Gollner 2011

12. Trends putting Content at the Center
Globalization
Innovation
Socialization
Integration
Optimization

13. Globalization
Content and products
are designed, built, delivered
& supported for customers
around the world
Every customer is unique.
Content and products
must be customizable to
suit the context & preferences
of each unique customer.

14. Innovation
To meet the demands of
7 Billion unique customers,
organizations must pursue
non-stop innovation.
More and more,
products will be
Integrated & connected.
The same goes for content.

15. Optimization
To be competitive & sustainable
organizations must look for
any & all opportunities to
streamline & improve.
This includes focusing intently
on the content behind
information transactions & products
See mystery to mathematics fly
– Alexander Pope

16. Socialization
Customers decide what
a product is for & how it’s best used.
Customer content provides the
feedback that drives product evolution.
The customers become
the product managers

17. Integration
The most important trend
is the need for organizations
to continuously refine how
tightly they integrate their
products, processes & content
The # 1 improvement in how
content is created & managed
is how closely it can be
integrated into the core
business processes
of the organization

18. The Real Content Revolution
The Convergence of Trends
Copyright © Joe Gollner 2011

19. Different Paths from 1986 to the Present
2011
1986

20. Tech Comms from 1986 to the Present
The Evolution of 2011
the Tools of
Technical
Communication
1986
Making
communication
teams tactically
more efficient &
more effective

21. Intelligent Content from 1986 to Present
2011
Addressing the
strategic need to
integrate
enterprise content
Charles Goldfarb
Yuri Rubinsky
1986
ISO 8879 SGML Making the
enterprise more
effective &
more efficient
DoD CALS Initiative

22. Case Study: When Worlds Collide
Aircraft engine overhaul services company (c1998)
Technical documentation team of 20 communicators
Experts using Xerox GlobalView
Changes in global market
Required use of CALS standards
• Continuous Acquisition & Lifecycle Support
Demanded intelligent digital information products
Tech Comm Question: What happens to me? …
Outcome: Sharp increase in revenue on Tech Comm

23. Reflections
The Content Solution Lifecycle CONTENT CONTENT
ACQUISITION STRATEGY
Strategy
Acquisition CONTENT
DELIVERY
Delivery
Management CONTENT CONTENT
MANAGEMENT EVOLUTION
Evolution
Trends Globalization Optimization
INTEGRATION
Innovation Socialization
Intelligent Content elevates the strategic perspective
over a narrow focus on tactical improvements

24. Making Additional Connections

25. What Happens Next?
Things are about to get interesting
Copyright © Joe Gollner 2011