For decades technical writers and technical publishers have reaped the benefits of XML to lower the cost and effort associated with creating, managing and reusing content across multiple output formats. Now, with the introduction of Smart Content, business users and subject matter experts can easily adopt XML in order to keep up with consumer demand for high-value communication.

1. Gavin Drake, Vice President of Marketing
Modernize Your Content
Publishing Process

2. The Fragmentation
Challenge
1

3. 66% of CEOs rate customer
relationships as key to their
organizations future
IBM 2012 study of 1,709 CEOs in 64 countries
and 18 industries

4. What Drives Outstanding
Customer Communications?
Superior
Customer
Experience
IMMEDIATE
SOCIAL & DIGITAL
SINGLE SOURCE OF TRUTH
AUTOMATED

5. § 2014 saw
significant growth
of consumers using
mobile phones and
tablets as the
medium to access
content across all
online channels.
Are You Where Your
Customers Are?

6. 21%
21%
19%
15%
14%
Executives Doubt That Their Companies
Are Ready For Digital Transformation
"Assessing your organization's digital readiness, how
much do you agree with the following statements?"
(8, 9, or 10 on a scale of 1 [completely disagree] to 10 [completely agree])
Source: Forrester/Russell Reynolds 2014 Digital Business Survey
We have the necessary process
to execute our digital strategy
We have the necessary people and
skills to execute our digital strategy
We have the necessary technology to
execute our digital strategy
We have the right people and skills
to define our digital strategy
Our CEO seats a clear vision for
digital in our business
Base: 1,254 executives in companies with
250 or more employees

7. Audience Fragmentation
Print

8. Audience Fragmentation
Print
Web

9. Audience Fragmentation
Print
Web
Mobile

10. Audience Fragmentation
Web
Tablets
E-readers
Future?
Print
Mobile

12. Fragmentation Explodes…
Manufacturer
App Store
Create
Geography
Hardware
OS

13. This Has a Business Cost
Creating & managing content
Reviewing content
Compliance
Publishing content
Delivering content
Doing all of this for multiple
output types… Cost-prohibitive!

14. Content processes in use
today were built for
yesterday’s world.
Most organizations still think
about documents and not
content

15. Smart Content
A Better Way
2

16. § Quark's name for the next
generation of XML-driven
authoring and automated
publishing of high-value
communications
§ Puts XML in the background
§ The Quark Smart Content
Schema makes this possible
What is Smart Content?

17. Purpose:
Automate High-Value Communications Publishing
§ Content You Sell – e.g. Investment Research Reports
§ Content that Helps You Sell –
e.g. Product Data Sheets
§ Content that Helps You Run Your Business –
e.g. Standard Operating Procedures
Goal:
Provide Structured Authoring for the Non-Technical
§ Improve authoring usability for Subject Matter
Experts
§ Reduce the “over control” of traditional XML Schema
§ Support modern digital output requirements
Smart Content
Purpose and Goals

18. Microsoft has released the
Windows 8 Surface 3
tablet to compete with
Apple and Google.
<investment-news type=“product release” date=“2012-10-26”>
<company tkr=“msft”>Microsoft</company>
has released the <product uri=“www.Microsoft.com/surface”>
Windows 8 Surface 3 </product>
tablet to compete with
<company tkr=“aapl”>Apple<company> and
<company tkr=“goog”> Google</company>
(what the reader sees) (what the solution understands)
Smart content can be automatically formatted
and enhanced for different devices and
audiences. This aids discoverability and
interactivity such as links to live stock ticker
information for each company.
Must be styled and enhanced
manually for each device and
audience.
From this: To this:
Smart Content Example

19. § Design “chrome” and formatting
§ Controlled branding
§ Content reuse
§ Database content
§ Protect legal text
§ Graphics and multimedia
B I U
Smart Content in Action

20. Smart Content Value:
Cost and Time Savings
• External Authors
• Internal Authors
• Formatting
• Self-­review
• Updates
• Review and
Approval
• Compliance
• Updates
• Index
• TOC
• Links/Cross
Reference
• Layout
• Formatting
• Interactivity
• Conversion
35% 25% 15% 25%
100%
Create Review/Approve Assembly Publishing

21. Smart Content Value:
Cost and Time Savings
• External Authors
• Internal Authors
• Formatting
• Self-­review
• Updates
• Review and
Approval
• Compliance
• Updates
• Index
• TOC
• Links/Cross
Reference
• Layout
• Formatting
• Interactivity
• Conversion
With automated processes
50%
Create Review/Approve Assembly Publishing

22. Smart Content Value:
Cost and Time Savings
• External Authors
• Internal Authors
• Formatting
• Self-­review
• Updates
• Review and
Approval
• Compliance
• Updates
• Index
• TOC
• Links/Cross
Reference
• Layout
• Formatting
• Interactivity
• Conversion
Create Review/Approval Assembly Publishing
With content reuse
25%

23. 15%
Smart Content Value:
Cost and Time Savings
Create
Review/Approval
Assembly
Publishing
With concurrent processes

24. 15%
Smart Content Value:
Cost and Time Savings
Create
Review/Approval
Assembly
Publishing
Up to 85% Time and Cost Savings!

25. How to Create
Smart Content
4

26. If the authoring experience
isn’t right, Smart Content
will never be adopted

27. Corporate executives
saw the benefit of XML
authoring and wanted it
A Short History of XML Authoring

28. Then the users
saw the demo,
and that killed it
A Short History of XML Authoring

29. Creating XML Can Be Complicated
and So Are Most of the Tools
XML editing in an XML
editor: unfamiliar, complex
user interface means long
learning curves and high
user resistance

30. § Work like a word processor
§ Be easy to learn and use
§ Let users quickly find and to reuse content
§ Enable rapid updates of content across
documents
§ Make applying intelligence to the content as
simple as applying formatting
§ Show the authors a preview of the final
multi-channel output without them having
to wait for a designer
For Successful Business User
Adoption, the tools must:

31. The Smart Content Tool
§ Authors can rapidly create Smart
Content (XML) within a familiar
word processor-like environment
§ Real-time pixel-perfect previews of
content in different output formats
§ Reuse content components (text,
images, charts, data) across
multiple documents
§ Dynamically assemble content
components for any output
§ Easily update a single source of
content and manage dynamic
content updates across multiple
documents

32. Simple and Familiar User Experience
Editing
Canvas
Action Pane:
Previews and
Comments
Toolbar:
Emphasis, Bullets, Numbering, Images,
Tables, Special Characters, Links,
Find/Replace, Change Tracking,
Commenting
Configurable Pane Display
Semantic Content:
Breadcrumbs
Block (paragraph) and
Inline (text) “styles”
Smart
Document
Pane:
Section
Outline,
Insert, Delete,
Move, and Doc
Navigation,
Component
Reuse

33. Quark Publishing Platform
Customer’s
App
QuarkXPress
Quark Author
Web Edition
High Fidelity
Print and PDF
QuarkXPress
3rd Party
CMS /
System
of Record
HTML for
Web and
E-mail
Gateway
App
App Studio
SaaS Portal
A Smart Content Workflow
XML Author
3rd party
adapters:
• XML Authoring
• Publishing
• Delivery
ECM

34. Who is Smart Content For?
3

35. § High volume of similar
documents
§ High volume of revisions
§ Frequently repeated
creation processes
§ Government or corporate
regulated documents
§ High possibility to reuse
content across multiple
documents
Best When Content Type Has
Characteristics that Include:
§ Integration of data into
the content
§ Translated to multiple
languages
§ Delivered in multiple
formats
§ Delivered with multiple
different presentation
styles

36. Industry: Financial Services & Banking
Business Problem
§ Needed to provide a positive and consistent customer
experience while ensuring compliance with governmental and
internal bank policies, regulations and procedures. Had to scale
capacity to accommodate a 200-300% growth in SOPs
Solution
§ Enterprise publishing platform with Quark XML Author and
Quark Publishing Platform
Benefits
§ Componentization of content along with automation of task
assignments and reminders significantly reduced review cycle
§ Minimized risk associated with meeting regulatory
requirements by strengthening compliance and consistency
§ Significantly improved productivity to boost authoring capacity
and enable the handling of two to three times the number of
SOPs
§ Implemented an authoring and publishing solution that users
can quickly learn and easily use
§ Codified SOP workflows into the Platform to make them an
enterprise asset
Leading North American Bank
Standard Operating Procedures (SOPs)

37. Industry: Government
Business Problem
§ Get regulations online
§ Improve process to create, update and share
across 50 state agencies
§ Improve efficiency for review and approval of over 1000
regulations
Solution
§ Quark XML Author and Platform for 2 authoring interfaces
and 2 publishing formats for 300 users
§ IBM Case Manager for BPM, SOR , email
integration and Push to Web portal
Benefits
§ Improved, efficient process achieving online goal
§ Increased discoverability
State of Connecticut
Regulations

38. Industry: Airline
Business Problem
§ World’s best and fastest growing Airline (Skytrax 2013),
initiated Service Delivery Knowledge Base project, aimed
at delivering personalized, contextual and timely service
information needed by their 17,000 cabin crew mobile
workforce
Solution
§ Enterprise publishing platform with Quark XML Author for
structured authoring QuarkXPress for creating richly
designed, interactive content, Quark Publishing Platform
for integration with other business systems, and
automated mobile delivery to tablets
Benefits
§ Improved ability to introduce new products and services
§ Improved ability to train 4000 staff per year
§ Improved efficiency for mobile workforce of 17,000
§ Improved customer experience
Emirates
Cabin Crew Information

39. Industry: Manufacturing and Technology
Business Problem
§ Creation of custom datasheets was extremely labor-
intensive taking up to 1-week per datasheet. New online
PowerBench tool allows configuration of custom chips and
would drive an estimated additional 3,000 custom
datasheets per year. This would be unsustainable with
current manual approaches
Solution
§ Integration of Quark Smart Datasheets Solution with the
Vicor PowerBench tool to enable custom datasheet
creation by merging XML data with datasheet templates
and without the need for manual intervention
Benefits
§ Reduction of lead time for custom datasheets from 1-week
to 30-seconds, saving millions of dollars in datasheet
production and drastically improving customer satisfaction
Vicor
Datasheet Automation

40. Industry: Government
Business Problem
§ NUREG-0933 is a document mandated by the Commission and
necessitated by federal regulations. It contains Unresolved Safety
Issues and medium- and high-priority generic safety issues . As
such, its revision and maintenance is critical to the agency’s
mission.
§ The current processes for updating, publishing, and distributing
NUREG-0933 are separated among different NRC systems and
offices. To date, the final product does not facilitate information
retrieval and the web version is difficult to navigate. Those who
produce NUREG-0933 are faced with a significant coordination and
resource effort to make even minor revisions to NUREG-0933.
Solution
§ Provide a structured authoring environment to facilitate reuse and
repurposing of existing NUREG; Quark XML Author utilizing DITA &
integrated with IBM Case Manager and FileNet P8
Benefits
§ Streamline solution for updating, publishing, and distribution the
NUREG-0933 document. The system also facilitates the process for
the annual revisions in the Agency wide Documents Access and
Management System repository and produces a public web site
version that is easy to navigate and search.
U.S. Nuclear Regulatory Commission
NUREG 0933 (Nuclear Regulations)

41. Getting Started
5

42. Benefits
§ Ensure your content and content processes
support your corporate goals
§ Enhance content models and content
§ Maximize content reuse
§ Improve content processes and workflow
including compliance
§ Streamline automated multi-channel
publishing
§ Optimize translation and localization
Implement an Enterprise
Content Strategy

43. Requirements Phase
Analyze content lifecycle. Determine risks and
challenges. Perform high-level and detailed
content audit
Design Phase
Catalog information products. Design content
models for published documents and source
documents
Enterprise Content Strategy
Project

44. 12 Reasons to Adopt
Smart Content
6

45. 1. Lower cost and effort to create and reuse content
2. Makes it easy for business users to create XML
without being exposed to it
3. Faster time to market
4. Reduced translation costs
5. Higher quality content that is more accurate,
consistent and up-to-date
6. Enables automated publishing of high-value
customer communications
7. Built to support multi-channel, highly-designed,
interactive content that meets your brand guidelines
7 Business Reasons to Adopt
Smart Content

46. 1. Support for a superior authoring experience that
balances the need for structure with ease of use.
2. Ability to fallback to processing based on root classes
3. Easier to configure and maintain than other schema
such as DITA
4. Doesn’t require complex programming to obtain the
output formatting and design required
5. Lower barriers to adoption for non-technical users
5 Technical Reasons to Adopt
Smart Content

47. Why Quark
7

48. Quark Software Inc.
§ Founded 1981
§ Denver headquarters
§ 30-years of leadership
§ Global footprint
§ Track record delivering
award-winning enterprise
solutions

49. Quark Software Products
The only company to develop and
deliver fully integrated end-to-
end solutions that include:
§ Structured Authoring
§ Cross-media Design
§ Marketing Content and Brand
Management
§ Publishing automation
§ Digital publishing

50. We help our customers
communicate with their:
Customers Partners Employees

51. Quark Value
PrintWeb
We Help Customers Shift:
Print
Web
Tablets
E-readers
Future?
Mobile

52. Further Information
eBook
The Beginner’s Guide to Smart Content
www.quark.com/SmartContenteBook
Quark Web Site
Quark Enterprise Solutions
www.quark.com/enterprise

53. Thank You