Developing a Multi-Channel Publishing Strategy Ann Rockley President, The Rockley Group Inc. rockley@rockley.com

The Rockley Group Inc. Summer 2007

The Rockley Group sample clients

Requirements Internet Intranet Paper In person (service desks) Helpdesks and 1-800 numbers manned by individuals Automated systems such as kiosks and 1-800 numbers Mobile

Multiple content creators Employees Information specialists Legal External consultants Individuals Firms

The Content Silo TrapTM Content is created by multiple authors working in isolation Walls are erected among content areas Content is created, recreated, and recreated

The effects of silos Results in uncertainty as to what is the appropriate, official and/or up-to-date version of information Wrong versions get used and re-used Lack of standardization makes it impossible to share information between departments or between different levels of the organization/government Lack of consistency results in Incorrectly informed officials Customer/public complaints that can have serious ramifications

Channel complexities

Web as a primary vehicle for content Marketing Product/Service support Self serve Customer interaction

Print Complexity of content Safety regulations Customer desire Portable medium No/poor access to the web

Other Call centers Kiosks Mobile devices

It’s not about channel It’s about content Content separate from channel Content is created and “pushed” to the appropriate channel with little or no hand manipulation Well managed content from a central source Clear strategy, underlying framework and strategy to support a unified content strategy

The levels of multi-channel publishing Level 1: Identical content, multiple channels Content written for one media (e.g., paper) is repurposed with no change for another channel (e.g., paper to HTML for the web) Level 2: Static customized content This type of reuse is customized to meet the needs of the user, the type of materials to be developed, and the channel. Level 3: Dynamic customized content On demand customized content to meet users needs.

Requirements Level 1: Straight-forward content conversion tools Level 2: Component-oriented structured content (XML) Level 3: Component-oriented structured content, dynamic delivery engine

The role of structure “Unstructured content is stupid and old-fashioned. It's costly, complex, and does not generate a competitive advantage.” Anne Mulcahy, Xerox Chairman and CEO

The role of XML XML is fast becoming the new Internet standard for information exchange. With the advent of DITA (Darwin Information Typing Architecture) it is fast becoming the preferred method for creating, managing, and publishing content For complex information reuse and publishing, XML is the technology of choice.

Importance of XML Structured content Separation of content and format Built-in metadata Database orientation XSL style sheets Personalization

Structured content Clear identifiable semantic structure When structure can be identified content can be manipulated (e.g., key summary can be inline in print, sidebar online, single screen in mobile device) Content can be reused (e.g., product/service statement can be used in multiple content types)

Separation of content and format The separation of content and format offers immense flexibility.

Built-in metadata The tag names become metadata.

Database orientation XML provides a structural format that can be stored very easily in databases. It can be stored as a series of elements rather than a whole document, and those elements can be extracted and assembled in any order, based on your needs.

Use of XSL Format content for online display or for paper- based delivery Add constant text or graphics Filter content Sort or reorder text

Supporting multi-channel publishing Clear well structured information architecture Technology

Information architecture roadmap

Taxonomy Taxonomies simplify the storage and retrieval process by providing a simplified controlled set of terms that can be used to classify content. This controlled set of terms is known as a controlled vocabulary. Taxonomies enable us to: create structures for the logical storage of content enable users to navigate these structures to access a particular subject of interest

For example The Reo Auto Company is preparing for the annual auto show and launch of its new vehicles. Launching their first sports utility vehicle (SUV)— the Tsai. Requires a press release to announce their new line-up; brochures to hand out at the show and dealer showrooms; updates to the web site; and a show catalog. Three media; paper (show catalog, press release, brochure), web (web site, press release), email (press release)

Plan Show catalog for the entire line-up (photo, short description, and key features, three cars to a page) Brochure for the Tsai only (photo, long description with all the features and benefits) Press release for the Tsai only (no photo, short description, features and benefits) Web site for entire line-up (home page for each car with photos, list of full features combined with a pricing calculator)

Content Modeling

Content development

The finished product Show catalog Brochure Press release Web site

Reuse architecture Structural reuse map Models are made up of content structures (e.g., Description) that can be reused in multiple content models. A structural reuse map identifies where structural elements can be reused Content reuse map Specific content is reused in multiple places. A content reuse map identifies where content is reused

Structural reuse map

Content reuse map

Repository structure Level of granularity

Reuse management The rules governing reuse: what happens when… An author creates a content object which is approved A second author reuses the content and creates a derivative of the source object and has the derivative approved in the context they are using it in A third author wants to reuse the content. Which object should they reuse; source or derivative?

The technology Authoring CCM Publishing

Authoring Structured forms XML-native editors Enhanced Word

Content Component Management (CCM) Content Component Management systems manage content at a granular level (component) of content rather than at the document level. CCM are typically XML-based. Each component represents a single topic, concept or asset (e.g., image, table). Components are assembled into multiple content assemblies (content types) and can be viewed as components or as traditional “documents”. Each component has its own lifecycle (owner, version, approval, use) and can be tracked individually or as part of an assembly. CCM is typically used for multichannel customer-facing content (marketing, usage, learning, support). CCM can be a separate system or be a functionality of another content management type (e.g., ECM or WCM).

Publishing XSL DITA Toolkit XSL FO tools (PDF) DTP

Conclusion Its not just about the web its about print, web, mobile and more Multi-channel publishing requires: Content strategy Underlying content framework (Information Architecture) Appropriate tools and technology

Questions? Ann Rockley The Rockley Group Inc. www.rockley.com rockley@rockley.com 905-939-9298