1. The Changing World of the Content Professional
6 Nov 2013 Laurence Hart Content Management Strategist, Alfresco
The life of a Content Professional used to be easy. Install the software, create the workflow, and train the users. Over time we’ve come to realize that it isn’t enough. Adoption hasn’t been rapid among the users, we have more Content Management Systems than we ever had Network Shared Drives, and people are bringing their own solutions to work. How can you stay ahead of these challenges and start to address these, and future, changes? This session will focus on the changing role of the Content Professional and how both you and your team can bring order to the chaos.

2. Records Management, as we know it, is dead.
- Randy Kahn, March 2013
2013/03/dont-shoot-messenger-records-management.html
Enterprise Content Management is also dead, same reasons
Business Context

3. Evolution of Content Solutions
Basic Services
Basic Content Services
Integrations
Embedding

4. Evolution of Content Solutions
Integrated Services
Basic Content Services
Integrations
Embedding

5. Evolution of Content Solutions
Embedded Services
Basic Content Services
Integrations
Embedding

6. Content isn’t WHY you do business Content is HOW you do business
Forget Silos
Content isn’t WHY you do business Content is HOW you do business
Just like telecommunications has become part of our everyday, so does basic Content Mgmt
Part of the day
Operating Systems, mobile and desktop
Business systems

7. People Say “We Need ECM”
Content Management is not what people need. They need Content Solutions that solve their business problems
“We need ECM”
No, need way to manage Content in business
Don’t want massive unwieldy platform
Want nimble, extensible solution that any and all can use without thinking

8. “We Need Content Management”
People Say
“We Need Content Management”
Content Management is not what people need. They need Content Solutions that solve their business problems
“We need ECM”
No, need way to manage Content in business
Don’t want massive unwieldy platform
Want nimble, extensible solution that any and all can use without thinking

9. No You Don’t
Content Management is not what people need. They need Content Solutions that solve their business problems
“We need ECM”
No, need way to manage Content in business
Don’t want massive unwieldy platform
Want nimble, extensible solution that any and all can use without thinking

10. You Need a Business Solution That Handles Content
Content Management is not what people need. They need Content Solutions that solve their business problems
“We need ECM”
No, need way to manage Content in business
Don’t want massive unwieldy platform
Want nimble, extensible solution that any and all can use without thinking
Smart+Simple

11. Why the Change? Most projects fail Current approaches CAN work
A lot of work and effort
Apple has shown it doesn’t have to be so hard
We need to find an simpler way

12. Only 34% of Orgs are Decreasing their Volume of Paper Records
- AIIM 2013 Information Governance
Industry Watch
Over 50% of Orgs have either 0 or 3+ Content Management Vendors
- AIIM 2013 ECM
Industry Watch
And we are falling further and further behind
These are AIIM stats. If AIIM members, who theoretically know what they need to do to make Content Management programs succeed are failing, imagine how the rest of the world is doing.
Most projects fail
Current approaches CAN work
A lot of work and effort
Apple has shown it doesn’t have to be so hard
We need to find an simpler way
Over 60% of Orgs still primarily use Network File Shares.
- AIIM 2013 ECM
Industry Watch

13. What Can We Do? Most projects fail Current approaches CAN work
A lot of work and effort
Apple has shown it doesn’t have to be so hard
We need to find an simpler way

14. It Isn’t About Users
Not pushing a drug

15. It is About People Words matter Need to break the concept of “Users”
Helping “People”
Get to know them

16. Be the Business They have a mission
Content Solution is means to end, not the point
Know the perfect world
They want allies, be one
Tell story of helping primary client explain their business need for interoperability in business terms to the other division. That day, they always called when they had a problem they just wanted to just talk through

17. What About the Content?

18. Content is Data in Context
Context separates data from content
People need that context at all times
Context travels
Two-way

19. Understand the Context Our Job as Content Professionals
First job as Content Managers
What gives the Content purpose
What defines the value of the Content

20. What Gives Content Purpose?
First job as Content Managers
What gives the Content purpose
What defines the value of the Content

21. What Defines the Value of Content?
What gives the Content purpose
What defines the value of the Content

22. All Content Has LIFE Content has a lifecycle Value shifts
Contexts evolve
What are the needs at each stage
Protect at each stage while showing growth to every stage

23. Know Content’s Native Environment
Where does the Content thrive?
Created
Needed
Will it go viral?

24. Plan for Content to Get Old
When is Content “dead”
What arrangements need to be made
Do we need to plan ahead?
“What if?”
Know the exceptions
There are always exceptions

25. Remember Forget features, focus on the need
Make Content part of the business, not an application
Make the lives of the people in the business simpler and they’ll love you