1. Developing a Multi-Channel Publishing Strategy
Ann Rockley
President, The Rockley Group Inc.

2. The Rockley Group Inc.
Summer 2007

3. The Rockley Group sample clients

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

5. Multiple content creators
Employees
Information specialists
Legal
External consultants
Individuals
Firms

6. 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

7. 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

8. Channel complexities

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

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

11. Other
Call centers
Kiosks
Mobile devices

12. 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

13. 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.

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

15. 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

16. 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.

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

18. 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)

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

20. Built-in metadata
The tag names become metadata.

21. 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.

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

23. Supporting multi-channel publishing
Clear well structured information architecture
Technology

24. Information architecture roadmap

25. 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

26. 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), (press release)

27. 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)

28. Content Modeling

29. Content development

30. The finished product
Show catalog
Brochure
Press release
Web site

35. 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

36. Structural reuse map

37. Content reuse map

38. Repository structure
Level of granularity

39. 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?

40. The technology
Authoring
CCM
Publishing

41. Authoring
Structured forms
XML-native editors
Enhanced Word

42. 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).

43. Publishing
XSL
DITA Toolkit
XSL FO tools (PDF)
DTP

44. 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

45. Questions? Ann Rockley The Rockley Group Inc. www.rockley.com