1. Implementing a content enrichment strategy
Implementing a content enrichment strategy – the easy way, or the right way?
Rave Publishing Conference, November 2016
Jason Markos, Director, Platform Capabilities

2. Related Article service Topic Browse Entity linking
What does it mean for a publisher to have a ‘content enrichment strategy’?
Delivering an enhanced user experience through enrichment enabled features
For example:
Related Article service
Through automated indexing service
Topic Browse
Through embedded terms in the article
Entity linking
Through on the fly, front end text processing

3. Implications of this feature driven approach
Individual features can be cost and time controlled
Clear business case and schedule for delivery
Technologies can be solution specific
Choices can be quickly changed

4. However…
‘Point solutions’ mean that subsequent implementations do not benefit from previous investment.
Barrier to entry for new services remains high – making it difficult to explore new opportunities
It diminishes the opportunity for the publisher to add value to the publishing process

5. An alternative approach…

6. Content Enrichment vision statement
Wiley is a digital-first publisher, with a core competency of enriching content to make it more valuable.
Business objectives:
Increased relevance, discoverability and usage
Increased credibility
New value propositions

7. Framework Community Advertising New product models Business objectives
User profiling
Usage
Workflow integration
Discoverability
Credibility
Enrichment projects
Baseline enrichment
People
Processes
Technologies
Knowledge Models
Framework
Knowledge store

8. Conceptual Architecture
Delivery Channels
Conceptual Architecture
Traditional
Content
Management
& Development
Content Delivery
Custom
Content
Acquisition
Verticals
Content Enrichment
eLearning
Enrichment Authoring
Knowledge
Store
Text mining KM
Development

9. So how would those earlier examples be different?
Related Article service
Based on a semantic fingerprint capability, that could be applied to a range of other assets
Topic Browse
Utilises structured taxonomies that can be developed, and shared across content sets
Entity linking
Through source content entity identification, that same enrichment can be used for faceting, SEO and TDM services

10. Initiatives at Wiley Cochrane Library 2.0 Hubs Topic Browse
Virtual Issues
Related Content Service
EMBO Smart Figures Lab
Knowledge APIs

11. The ‘easy way’, is faster and cheaper… in the short term.
Conclusion
The ‘easy way’, is faster and cheaper… in the short term.
The ‘right way’ does come with some challenges:
Higher initial investment
Longer term view required
Harder internal sell
But it provides distinct benefits
More cost effective in the long term
Delivers a platform to pursue new business models
Provides a genuine opportunity for a publisher to add value to the content publishing process.

12. Jason Markos Director, Platform Capabilities jmarkos@wiley.com
Thank you
Jason Markos Director, Platform Capabilities