With the advent of Web 2.0, there is an increasing amount of structured data that is being syndicated more and more, resulting in much more context for that information. With the ever-increasing context available, content today can be said to have 'intelligence'.
In this session. we'll discuss several different types of content and show how they acquire both context and how a piece of content becomes 'intelligent'. We'll finish with some examples and use cases for 'intelligent content'.
Where are the Smarts in Information Management?
How much information should we manage? Can I say no to content and projects? Do I centralize systems or not? Should I do enterprise taxonomies? How do I get ahead of the onslaught of information? In other words how do I do information management intelligently?
In this session, I will suggest some answers to these and other questions on how smart your IM practice is, and provide a framework to help you find your answers.
Intelligent Content Here And Now
Intelligent content. It sounds so futuristic, and yet, it's not. This session will showcase examples of intelligent content found both on the world wide web and in private and government organizations today. Discover several innovative and useful examples that leverage the power of content to provide improved service, lower transaction costs, and reduce effort.
Content Fusion: There's a Piece of Data Lodged in my Document
By looking more closely at cutting-edge projects that have pushed the boundaries of content management and publishing over the years, this talk will showcase just how completely data and documents can be integrated and what benefits and challenge emerge as a result. These projects will also be used to illustrate how diverse the publishing target can become for this content with content being channeled not only to people working with multiple devices but also high-precision applications that demand data streams of the highest quality. Through this survey of experiences a picture will be painted of what is now becoming possible.
Manging your Content Management Project
ASTD had done a lot of customer needs analysis to determine what their members wanted from ASTD. One requirement was better, faster, more personalized access to content. To meet this need ASTD needed a new content management strategy and associated technology. This session provides insight into how to approach a project of this type and how to drastically increase your chances of success!
Use of Content Management for Mayo Clinic's Policies, Procedures, and Processes
The Mayo Clinic Policies, Processes and Procedures Program is built off the concept that metadata is wrapped around content for findability, accessibility, and usability.
Google, The Publisher - What are the consequences?
Google patents indicating capability in document compilation and ability to present other websites within the Google environment - what could that mean for the content industry? Will Google's potential activity in publishing change the playing field for content producers and aggregators? The author of the acclaimed Google study "The Calculating Predator" looks at two Google patent documents that reveal:
How will content owners and publishers respond to these innovations if Google moves beyond the patent document disclosure? What does this mean for traditional print publishers who find themselves competing with Google? The presentation reviews these innovations, their business implications, and outlines the challenges Google poses outside of its traditional search arena.
Guiding content interoperability standards instead of content structure standards
The publishing industry is facing multiple challenges as we move from print to electronic publishing and distribution. The content needs to remain flexible to support content interchange between CMS and other systems and to support content reuse and repurposing. Thus a need to create and enforce content standards arises. The challenge is to support current products, delivery channels as well as the unknown future content needs. It is a hard requirement for content that is always seen as a solid and stable base because it requires content modeling for the unknown. In this session we will analyze guiding enterprise interoperability standards instead of content structure standards.
Multi-purpose Content Reuse in a McDonald's Restaurant
The content in the McDonald's Operations and Standards manual is reused in 80% of the training and learning tools utilized in the restaurant. The question was "how do we take advantage of reusing all of that content in the most efficient and effective manner?" Cue a Learning Content Management system that can publish the same content to multiple tools (job aids, manuals) and outputs (web, elearning, print). Learn how McDonald's Worldwide Training, Learning and Development is leveraging and reusing operational and standards content in different ways, shapes and forms.
Unleashing the Power of Search for Your Online Content
Every day your customers tell you what subjects they're most interested in by searching. Robert Lee will share best practices for integrating data from search engines to improve the Information Development process.
Topics include:
Marketing Transformed: From Traditional Static Content to Dynamic Messaging
As the competitive pressures of the B2B marketplace continue to rise, so do the demands for Marketing to deliver clear, consistent, compelling, customer-focused messaging. So how can Marketing deliver? The time has come for Marketing to fully leverage technology. By adopting standards and adhering to structure, Marketing can reap the benefits of content reuse and use that "found" time to focus on the quality of the message.
A Practical Guide to Delivering Personalized Marketing Content
This session will present a practical guide to delivering personalized marketing content across various marketing channels. We will examine a case study that demonstrates proven strategies to attract prospects and convert leads into sales. An example campaign will be developed from inception to execution that can serve as a platform for the attendee's own projects. The example campaign will demonstrate how to develop personas for each prospect, capture the prospect's attention, determine their demographics, and drive the lead to the web for personalized information. Focus will be on using variable content with multiple touch points and communication methods. The presentation will outline successful tactics to ensure the best possible outcome and highest ROI from content based marketing and sales efforts.
DITA is rapidly becoming well established in Technical Documentation with many groups adopting it or considering the adoption of DITA. A large number of organizations now see the unstructured content that exists in narrative business documents as standing in the way of processes that could be automated end-to-end. The lack of structure leads to inconsistency, poor readability, and the inability to reuse content. These same documents contain a significant amount of the organizations' intellectual property, which because of the inherent lack of structure, remains hidden from business intelligence and other software tools. For the most part these organizations have created custom DTDs or schemas, but now they are beginning to focus on DITA as a possibility.
This session will focus on the basic structure of narrative business documents, the benefits of structured content and the developing DITA standard.
Two years ago Microsoft published a website geared towards providing occupation specific information to someone trying to accomplish a task. Part of the process involved providing documentation on how to use specific software programs from the Office suite of applications. However, another part required our team to provide information on how an individual could do their job better using these tools. We quickly learned through surveys, a robust customer panel, and metrics that our efforts to persuade our readers that we, Microsoft, were also experts in legal issues, handling administrative duties, and understood the pain points of travel agents - went above and beyond the trust they had in us. Our approach to hybrid acquisition strategies also required us to rethink our attribution model. Until then many of our on-staff writers and editors were simply 'doing their jobs'. We adopted a hybrid content acquisition model and added bylines as part of the emerging web trends.
Development of Custom Vocabularies and Subject Metadata to Deliver Personalized Content
Personalization is the tailoring of content or a user experience based on personal details or characteristics. Personalization requires metadata that describes the content as well as metadata that describes the subscriber or end user so that these can be matched. This session will discuss audience vocabularies that are commonly used on commercial websites and provides a detailed case study about a specialized health website (breastcancer.org).
We are used to creating information we think people want. Within an enterprise context however it is much more efficient to create information just in time, only when there is a customer waiting for it. We developed SPOT (Single Point of Truth) a communication model, that supports this way of working, but it also raises new questions. How do you plan for sharing your information across an entire enterprise? How do you ensure information quality when information is flowing around freely? Who can you trust to deliver? What is the connection with Enterprise 2.0?
The Rockley Group is a content management consultancy with an international reputation for developing effective content management strategies. We help our clients analyze requirements, build a business case, select the right technologies, develop effective information architecture and empower their staff to successfully adopt content management.