This talk was delivered at TCWorld 2015 in Stuttgart Germany. It explores ideas initially touched upon in a talk at the Information Energy event in Utrecht.

1. Practical Steps Towards
Integrated Content
Management
Joe Gollner
@joegollner

2. Introduce the
Idea of
Need for
Integrated Content
Management
Taking some
practical steps towards
Integrated Content Management
Starting with addressing
the Terminology Gap
Game Plan

3. What Content Management typically looks like…

4. Houston, We have a Problem! Why this matters

5. Commentary: Fundamental Information Problems
Homer Simpson is quite happy with
the information he is accessing on
his tablet but whatever he is
accessing is disconnected from
the problems that are happening
behind him. When the content
processes in an organization
break down, these types of
mismatches become common.

6. The Problem of Business Silos
Silos cannot be torn down
They can only be connected

7. An Enterprise is a
“bold and imaginative
undertaking” (OED)
It is always more than
a single organization
It is unified by a
common purpose
Fragmentation undermines
the essence of the enterprise
The Fragmented Enterprise
Enterprise
Technology Analytics
Engineering
Strategy
Operations
Marketing

8. Content Management Fighting Against Itself
CMS silos can make
things even worse

9. Enterprise Content Management (ECM)
ECM: Mirroring business silos with
archival silos and inadequate
search services overwhelmed by
the massive volumes involved

10. Learning Content Management (LCM)
LCM: Often a technology ivory
tower, leveraging specialized tools
populated manually with little to
no reuse of source content

11. Web Content Management (WCM)
WCM: Focused on the
user experience and
facilitating key user
tasks like buying
products

12. Technical Component Content Management (CCM)
CCM: Getting
important
information right

13. Leveraging Different Perspectives: They are all needed
Constructing a composite
view by drawing on all
CM disciplines

14. Understanding Content (Core Concepts)

15. The Truth about Information
Information
The meaningful organization of data
that is communicated in a specific context
and for a specific purpose (an action)
It can be mis-information
Framed with the intent of deceiving an audience
It is not always an asset
It can be a liability (e.g., evidence of deception)

16. CONTENT
INFORMATION
The Truth about Content
Content
Is what we plan, design,
create, reuse & manage
so that we can deliver
effective information
transactions
Content is
potential information
(always an asset)
Information is a transaction
(an action) that contains &
delivers Content

17. So what is Integrated Content? A 500 Year Old Lesson
Data items integrated
with explanatory text
establishing context

18. Commentary: Integrated Content
For us, the most important thing
about the early examples of
double-entry book-keeping is
the fact that the balancing entries
are matched with textual
explanations that provide the full
context of the transaction.
Enron would not have survived this
under this accounting approach.

19. The Integrated Nature of Content is a Key Point
Content
Channels Data
Expertise
Goals
Feedback
Audiences
Content is
created by
leveraging
multiple
inputs
This is the
daily challenge
for technical
communicators
Content is
therefore a
complex
composite
artifact
The whole
is greater than
the sum of
its parts

20. Integrated Content Delivers Broad Benefits
Integrated content
addresses the
needs of all
stakeholders
The level of
“intelligence”
built into the
content is driven
by application needs
Content as
a complex
composite
artifact
demands
specialized handling
Manage
& process
your content
as content
Responsive Measured
Trusted
Valuable
Relevant
Useful
Content

21. Content
Solution
Technology Analytics
Engineering
Strategy
Operations
Marketing
Integrated Content Solutions
Connects
previously
isolated
business
silos
Helps to
ground
enterprises
in truthful
representations
Leverages
open standards
to work across
boundaries
Makes
content a core
enterprise
asset

22. The Content Life Cycle Core Activities
Content
Acquisition
Content
Management
Content
Delivery
Content
Engagement
How content is created,
converted or licensed
How content is selected,
assembled & published
How content is changed,
controlled & protected
How content is improved
by user feedback

23. Content
Acquisition
Content
Management
Content
Delivery
Content
Engagement
Content
Strategy
Content Strategy: A Plan of Action for Improvement
Content
Acquisition
Content
Management
Content
Delivery
Content
Engagement
Content
Strategy

24. The Content Evolution Life Cycle
Content
Acquisition
Content
Management
Content
Engagement
Content
Delivery
Content
Strategy
Information
Product
User
Task
Guidance
Feedback
The interaction between how the published information is used,
and the outcomes of that use, drives the evolution of the
content assets in support of continuous improvement

25. Integrated Content Management
Business Requirements
Budget Realities
Political Factors
User Needs
Demonstration Capability
Model Implementation
Production Deployment
Continuous Improvement
Content
Technologies
Content Standards Best Practices
Open Source Tools Commercial Products
Content
Strategy
Lean Design
Principles
Discover Design Develop Demonstrate Deploy
Content Processes
Process
Step
Process
Step
Content
Rules
Validation & Analysis
Content
Assets
Process
Rules

26. Commentary: The Management of Integrated Content
Integrated Content demands
specialized management.
The preceding diagram,
showcases many of the core
features of an effective
integrated content management
solution. An entire session could
be directed to dissecting this diagram

27. Integrated Content Management
Content
Acquisition
Content
Management
Content
Delivery
Content
Engagement
Content
Strategy
Intelligent
Information
Resources
Web
Content
Management
Enterprise
Content
Management
Learning
Content
Management
Mobilizing the different
content management disciplines
to provide enterprise benefits

28. Intelligent Information
Integrated content permits an enterprise to choose how much
machine-readable intelligence is provided in intelligent information products

29. Commentary: Intelligent Information
Intelligent Information was the
subject of much attention at
TCWorld 2015. It was closely related
to discussions of Information 4.0
which in turn was related to the
Industry 4.0 initiative.
The only credible way to discuss
Intelligent Information is with
integrated content as a prerequisite.

30. Case Study: Public Medical Information Service
Drug
Product
Database
Clinical
Trials
Register
Adverse
Reaction
Dataset
Drug Product
Monographs
Data Sources
Drug Product DataData extracted from
Data Sources Drug Product Part III
Adverse Event Reports
Clinical Trials
Integration of details
into authoritative
drug information
profiles
Open
Representation
of Integrated Drug
Information
Design User Experience (UX)
using Canadian Government
Web Experience Toolkit (WET)
Generate Working Prototype
for demonstration & testing
Online Drug Information
Prototype Development & Evolution Process

31. f
Case Study: White Knuckle Content Strategy
Step 1:
Demonstrate
Lightweight Prototype
to Executives
Step 2:
Implement!
Project Schedule:
ASAP!

32. Commentary: Health Information Case Study
The Health Information
case study highlights:
 The potentially explosive
power of integrated content
 Unlocking buried value
 Unleashing executive
interest & excitement
 Reengaging stakeholders
 The projects that result will be
quite different than past experiences

33. Connections
Joe Gollner
Managing Director
Gnostyx Research Inc.
jag@gnostyx.com
Twitter:
@joegollner
Blog:
The Content Philosopher
www.gollner.ca

34. Gnostyx Research Inc.
Gnostyx Research Inc.
equips organizations with the tools and
knowledge they need to make the most of
their content.
As an independent content solution provider
that specializes in leveraging open standards
and extensible technologies, Gnostyx offers:
 strategic guidance
 implementation assistance
 learning resources
 extensible technology components
Contact: info@gnostyx.com
Twitter: @gnostyx