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How to Create an Agile Content Factory

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How to Create an Agile Content Factory

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How to Create an Agile Content Factory

  1. 1. @arockley • #intelcontent How to Create an Agile Content Factory Ann Rockley CEO, The Rockley Group Inc. @arockley @arockley • #intelcontent
  2. 2. @arockley • #intelcontent What is Agile? • The methodology associated with Agile was developed for the software industry to speed up the development of software • Prior to Agile, the most common software development process was the Waterfall process (sequential through the lifecycle) • Rather than waiting until everything is finished Agile creates iterative interim deliverables that are assessed and rapidly updated
  3. 3. @arockley • #intelcontent Benefits of Agile • Speed-to-market • Flexibility/Agility • Business engagement/Customer satisfaction • Quality and consistency • Reduced costs/increased resource availability
  4. 4. @arockley • #intelcontent Situation • Manage and publish our content in new ways • Rushing to make deadlines so get content ‘in’ • Look to technology to solve problems • Multiple silos all over the organization
  5. 5. @arockley • #intelcontent Current processes • Authors continue to put together content based on their perceived way for how the content should be written/created • Rush to address the ‘now’ and forget about the ‘future’ • Content is duplicated over and over again • Silos limit awareness of what content already exists • Customer needs are fragmented across silos • Translation/localization is “not my responsibility” or “not really sure what happens to it for translation”
  6. 6. @arockley • #intelcontent Manufacture content don’t handcraft it! @arockley • #intelcontent
  7. 7. @arockley • #intelcontent@arockley • #intelcontent
  8. 8. @arockley • #intelcontent "Ford assembly line - 1913" by Unknown - http://www.gpschools.org/ci/depts/eng/k5/third/fordpic. htmhttp://toolkit.archives.gov/exhibits/twww/ image. Licensed under Public Domain via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Ford_assembly_l ine_-_1913.jpg#/media/File:Ford_assembly_line_- _1913.jpg
  9. 9. @arockley • #intelcontent
  10. 10. @arockley • #intelcontent
  11. 11. @arockley • #intelcontent WE CAN MANUFACTURE CONTENT TOO!
  12. 12. @arockley • #intelcontent How to manufacture content • Modularize content • Create guidelines/best practices for content chunk/topic size • Pre-define content structure and uses of those structures • Design for your future use of content, not just current • Develop structured writing guidelines and incorporate terminology management
  13. 13. @arockley • #intelcontent Define content structures • What are your content structures? • What are you content assemblies? • When do you use each of the structures? • What is mandatory in the structure and what is not?
  14. 14. @arockley • #intelcontent Content model
  15. 15. @arockley • #intelcontent Tweet, promo, facebook
  16. 16. @arockley • #intelcontent Tweet, promo, facebook
  17. 17. @arockley • #intelcontent Brochure, Facebook
  18. 18. @arockley • #intelcontent Desktop web
  19. 19. @arockley • #intelcontent Structured writing guidelines
  20. 20. @arockley • #intelcontent Beyond reuse/multichannel • Personalized content/dynamic delivery based on • Industry vertical • Preferences • Etc. • Content in apps • Content as product • And more
  21. 21. @arockley • #intelcontent Control content • Develop reuse governance • Develop a taxonomy and define metadata best practices • Develop workflow now, not later • Automate workflow • Automate publishing
  22. 22. @arockley • #intelcontent Reuse governance • What content can be reused? • How it can be reused (identically or with change)? • Who is allowed to change reusable content? • Where/when it can be reused?
  23. 23. @arockley • #intelcontent Localization • Content is chunked into components rather than documents • Modules that are unchanged that have previously been translated are not translated again • New/changed modules are translated when they are approved, no need to wait for the entire “document” to be complete • A PDF of the section or document is provided to ensure that sufficient context is available for effective translation • When something changes, only the changed module needs to be retranslated
  24. 24. @arockley • #intelcontent Terminology management • What are your style guidelines? • What terms are acceptable? • What are your grammar rules (comma/no comma, capitalization, abbreviations)? • Can these rules be automated?
  25. 25. @arockley • #intelcontent Metadata • Metadata is critical for the effective selection and delivery of content • Metadata can identify: • Audience • Region • Product • ‘Situation’
  26. 26. @arockley • #intelcontent Workflow • Workflow allows us to control our content throughout its lifecycle • Roles • Tasks • Interactions • Dependencies • Wait states • Approvals • Exceptions • Tracking metadata (attributes)
  27. 27. @arockley • #intelcontent Workflow
  28. 28. @arockley • #intelcontent Automate publishing • Hand-off publishing • Templates/stylesheets • ‘Pour’ content into stylesheets • Refine stylesheets for optimum display, but never with content in it • Content should only be changed in source
  29. 29. @arockley • #intelcontent An Agile Content Factory is: • Based on the manufacturing paradigm • Modular • Consistently structured for infinite use and reuse • Adaptable • Managed
  30. 30. @arockley • #intelcontent Ann Rockley CEO The Rockley Group rockley@rockley.com @arockley • #intelcontent

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