Content Management and the Technical Communicator It’s a whole new ball game Margie ColesRita Warren Content Management November 9, 2002

Content Management and the Technical Communicator When you hear about content management, do you feel like it’s taking technical communication field and changing all the rules of the game? Content Management and Your Job We’re here to tell you it is! But the good news is, you already have the skills you need to play. All you need is learn a new set of rules.

Content Management and the Technical Communicator Agenda A few words about content What is content management? Content management “flavors” Key content management concepts How technical communication skills fit in Questions

Content Management and the Technical Communicator The Content “Buzz” Content has long since been crowned “king” There are overwhelming demands to publish more content in more places but… Good content is time-consuming and expensive to create It’s hard to publish content across multiple publications and media types The answer? Content Management

Content Management and the Technical Communicator What is Content? Content is information that is “published” Content can be text, graphics, media—or a combination thereof

Content Management and the Technical Communicator What is Content Management? Content management is the infrastructure needed to support the creation, storage, access, and publishing of content—in a collaborative environment. Think of content management as a set of processes and tools for efficiently creating and maintaining content throughout its lifecycle. Create Central Repository Approve Edit Expire Archive Publish

Content Management and the Technical Communicator Content Management Alphabet Soup Document Management Content Management Digital Asset Management Portal Digital Rights Management Web Content Management Enterprise Content Management Others…

Content Management and the Technical Communicator Content Management Continuum Storing and Finding Files for Later Reuse Building Composite Publications from “Chunks” A key differentiator between the different “flavors” of content management is the degree of emphasis placed on building publications from separate pieces of content versus finding files within an organized system.

Content Management and the Technical Communicator Content Management for Publishing The basic principle of content management for publications is to separate content from its presentation. This requires… Templates Discrete segments of content (“components”) Repository for storing content Standard processes for “tagging” content Workflow roles and processes Guidelines Discipline!

Content Management and the Technical Communicator Templates A template is a structured way of gathering and/or presenting information according to a predetermined set of requirements and constraints. Publishing templates fall into two major types: — collection templates (for input) and — presentation templates (for output)

Content Management and the Technical Communicator Types of Templates Collection (Forms for input) Presentation (Layouts for output)

Content Management and the Technical Communicator Components & Elements A component is a content “chunk” that moves through a workflow as a unit. An element is the smallest unit within each content component. An element can appear on a page (real content) or help with tracking (metadata).

Content Management and the Technical Communicator Examples article press release tech note feature story news item product spec sheet title subtitle author body text publish date article type target audience ComponentsElements

Content Management and the Technical Communicator The Repository (Database) Central Content Repository DM DAM WCM Different “flavored” databases and tools often require integration for a total solution. Check-in/check-out Metadata (tagging) Secure access (permissions-based) Version control Workflow routing and notification

Content Management and the Technical Communicator Workflows A workflow is a set predefined steps completed according to business rules and a schedule (similar to a project). A specific instance of a workflow is a job. Each step is comprised of multiple tasks to be completed by a single role. Each step has a turn-around time.

Content Management and the Technical Communicator Anatomy of a Workflow Step 4 Step 1 Step 4 Step 2a Step 4 Step 2bStep 4 Step 3a Step 4 Step 3b Job Timeline or Schedule Step Turn-around Time

Content Management and the Technical Communicator Anatomy of a Step Step Name Turn-Around Time: Step Guidelines: Tasks: Task 1:____________________ Task 2:____________________ Task 3:____________________ Step Owner (Role):

Content Management and the Technical Communicator Workflow and Roles A role is a specific function, not necessarily a single person. Determining approval steps and who will perform them is key. New publishing processes generally require new workflow processes, tracking procedures, and roles. Many content management projects are implemented without workflows or business rules in place to support collaboration.

Content Management and the Technical Communicator Content Management In Action Common Business Processes Population of Templates Online Publications Print Publications Publications Central Content Repository Images & /Media Text Components (Building Blocks) Documents

Content Management and the Technical Communicator Key Take-Aways “Content management” can mean many things to many people. Clarify the purpose— storing and finding versus publishing. Key concepts Guidelines and standards Templates Components and elements Repository Workflows

Content Management and the Technical Communicator CM and the Technical Communicator How your skills apply to CM Communication principles Information architecture and design Project and publications management The CM opportunity For technical communicators working in a company implementing a CMS For career advancement

Content Management and the Technical Communicator TC Skill Communication Strategies Interviewing stakeholders Identifying target audiences Analyzing user information needs Understanding publication purpose and goals Defining publication voice, style, tone CM Need Content Strategy Publication Design User-centered design of CMS interfaces

Content Management and the Technical Communicator TC Skill Categorization Schemes Structuring Information Creating a logical outline (TOC) for organizing a publication and/or classifying types of content Indexing Defining the various attributes that allow the audience to find the information they need CM Need Taxonomy/Hierarchy Development Metadata Modeling

Content Management and the Technical Communicator TC Skill Style Guidelines Creating copy style guides Creating visual style guides Company-wide and per publication CM Need Content authoring guidelines Content tagging guidelines Template design

Content Management and the Technical Communicator TC Skill Information “Chunking” Breaking content into smaller, reusable pieces Often encountered when doing Help Files Single-Sourcing CM Need Content component/element analysis XML schema development

Content Management and the Technical Communicator TC Skill Information Design Layout Visual design Navigation design Cross linking CM Need Template Design Defining Content Access Structures User interface design for CMS

Content Management and the Technical Communicator TC Skill Managing Publication Projects Publication planning Project management Resource scheduling Dealing with large volumes of content CM Need Workflow definitions Project management during implementation Ongoing production management

Content Management and the Technical Communicator The Opportunity Your Company Is Implementing a CMS Familiar CMS product names Documentum Interwoven Microsoft CMS Stellent Many others Your role in the implementation Help with content strategy Perform content analysis Do the workflow analysis Offer your project management skills Keep IT where they belong—in the back room!

Content Management and the Technical Communicator The Opportunity You’re Looking to Advance Your Career Demand for technical writers and editors has slowed with the downturn of the high-tech sector. Demand for content management systems is growing—especially among very large companies. Companies are starting to recognize that CM is not just about the technology—it’s about the content! Who knows content best? You do!

Content Management and the Technical Communicator Key Take-Aways If your company is implementing content management—don’t get worried, get involved! You have exactly the skills they need for a successful project. If you’re looking to further your career, consider becoming a content management expert. Learn as much as you can about this new discipline called “content management”— the demand for your skills is growing stronger every day.

Content Management and the Technical Communicator Resources Books Web sites List servs Newsletters Classes See hand-out and visit for a copy of this presentation.

Content Management and the Technical Communicator Questions? About content management? About CMS products About careers in content management? Thank you! Margie Coles Rita Warren