the anatomy of content management (workshop by j gollner at intelligent content 2012)
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Copyright © Joe Gollner 2012
The Anatomy of
Content Management
Joe Gollner, M.Phil.
Gnostyx Research Inc.
jag@gnostyx.com
www.gnostyx.com
www.gollner.ca
@joegollner
Intelligent Content 2012
The Anatomy of Content Management
Topics
A Warm-up Case Study
Content Lifecycle Model
Core Definitions
Content Solution Technologies
The Reality & Potential of
Content Management
A Wrap-up Case Study
The Iron Laws of
Content Management
Conclusion
Content Management at its Best
Case Study: • Regulatory agency
• Economic oversight
• eLearning application
• Training new staff
• Bilingual content
• Flexible infrastructure
• Emerging requirements
• Iterative evolution
Subject Matter Experts
Emergent Requirements
Initial Conditions
Diverse Sources
Evolving Technical
Requirements
Evolving Requirements
User Feedback
Transition Mechanism
Content Transformation
(Sources to DITA)
Initial Implementation
Iterative Evolution
XML Store
1
2
3Regulatory Process
eLearning
Environment
(2004 – Present)
Operational
Deployment
eLearning
types
DITA
AJAX Editing
Online AccessResult: A Practical Education Workbench
Content Lifecycles & the Circle of Life
Content Lifecycle models have historically been circular – until now…
Content Lifecycle
Macro Level
Enterprise focus
Micro Level
Content project focus
An activity diagram
All activities run
concurrently
Strategy is the
instigator
Delivery is the
proving ground
The Content Lifecycle Model
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Content Strategy
Mediating between the myriad of influences
to establish a vision for what can be achieved
with the right content delivered in the right ways
Validated through delivery prototyping
A vision must be made tangible to take hold…
Content Acquisition
Creating and/or converting content to establish
the potential to execute on the strategy
Refined through pilot delivery deployments
Content Lifecycle Components
CONTENTSTRATEGY
CONTENTACQUISITION
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Content Lifecycle Components
Content Delivery
Publishing information products
Ideally adapted to each users’ unique needs
Content Management
Applying a formal process to content activities
Facilitating the many activities that need to occur
Content Evolution
Engaging the whole stakeholder community
Adapting content to incorporate contributions
CONTENTEVOLUTION
CONTENTMANAGEMENT
CONTENTDELIVERY
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Relative Prominence of Lifecycle Activities
Key Points
Delivery is the
central focus
Value to clients
Efficiency to users
Returns to sponsors
Content Management
is essential as a support
Sustaining delivery
Enabling evolution
Streamlining acquisition
Not restricting strategic options
Content Delivery
Content Evolution
Content Acquisition
Content Strategy
ContentManagement
Concepts
Content
Information
Publishing
Information
Management
Content
Management
Intelligent Content
Core Concepts: Some Definitions
Core Concept: What is Content?
Content
Core Concepts: Content & Information
Content is potential information (an asset)
Is what we
plan, design, create, reuse & manage
so that we can deliver effective
information products
Is the meaningful organization of data
communicated in a specific context
with the purpose of influencing others
Information is a transaction (an action)
In a sense, an information transaction contains selected content
Information
Publishing
The process of transforming content resources
into information products that can be effectively transacted
In order to be effective, information transactions must combine
a variety of data structures into a coherent whole governed by
the rhetorical patterns with which people communicate
Information Management
The application of management controls & measurements
to the information transactions underlying enterprise business
processes & for which organizations are accountable
Related Definitions
Content Management is the definition, application &
optimization of formalized processes to the business
of planning, acquiring, delivering & evolving content
Content Management seeks to keep everything in
sync: roles, users, content, processes, tools, models
Content Management is important because without
it complexity will overwhelm the organization
The more intelligent the content, the more important
Content Management becomes
Content Management
Intelligent Content in Practice
A Practical Definition
Intelligent Content is designed, created, managed and deployed
using open standards [i.e., XML] so that the resulting information
products can be exactly tailored to the needs of the user and
can be efficiently maintained & leveraged by the content owner
Intelligent Content is
Portable
Reusable
Findable
Manageable
Processable
Sustainable
Intelligent Content exposes its meaning in ways
that both people & machines can use
Building Blocks of Intelligent Content
Content Components
Text Modules
Media Assets
Data Sources
Relationship Links
Metadata Properties
Concept Taxonomies
Assembly Maps
Governing Models
Processing Rules
Formatting Instructions
Distribution Rights
Technology Considerations
Management Systems
Authoring Environments
Publishing Processes
Discovery Frameworks
Social Media Venues
Mobile Devices
XML – Extensible Markup Language
XSLT – Extensible Stylesheet Language Transformations
XQuery – XML Query Language
RDF – Resource Description Framework
OWL – Web Ontology Language (built on RDF)
DITA – Darwin Information Typing Architecture
BPMN – Business Process Modeling Notation
XLIFF – XML Localization Interchange File Format
HTML5 – Next generation standard for web content
ePub 3.0 – Leading standard for eBooks (XHTML5)
Nuts & Bolts: Key Supporting Standards
Content Solution Technologies
Based on the
Content Lifecycle
Categorizes the
different tools &
techniques that
can be applied
Some areas are
more developed
than others
Content Solution Technology Landscape
CREATION& CONVERSION
ANALYSIS& DESIGN
ASSET & WORKMANAGEMENT
ENGAGE& ADAPT
PUBLISH& DELIVER
The tools & techniques for
Analyzing
Modeling
Exemplifying
Content resources & processes
Standards
Invaluable resources
although imperfect
The Achilles Heel of the CM Industry
Weak tools & techniques for analyzing & modeling content
Generally poor approaches to engaging stakeholders
Analysis & Design ANALYSIS& DESIGN
XML Editors
Dedicated tools (20+ years of history behind them)
Web based editors (coming along)
Alternatives (e.g., based on MS Word) try to hide the XML
Emergent alternatives hold great promise
Collaborative web-based authoring environments
Conversion
A variety of approaches exist to draw upon
• Manual: usually not entirely avoidable & often essential
• Automation: this is no magic
but it is largely under-utilized
Creation & Conversion CREATION& CONVERSION
Automated Publishing
Select / compile assets & render desired outputs
Dynamic Publishing
Automated publishing done according to request context
Staged Publishing
Generates outputs in forms that can be further tailored
Interchange Delivery
Can be standards-based or geared to loading target tools
Depends on high levels of efficient automation
The value of expertise & experience is prominent here
Good automation is precise, scalable & sustainable
Publish & Deliver PUBLISH
& DELIVER
The specific role of Content Management
Protect assets (don’t lose anything)
Facilitate work processes (don’t waste resources)
• Manual
• Automated
Maintain & enhance the quality of the information products
Provide tracking & reporting services
• Enabling management oversight & continuous improvement
Enable new products by
• Freeing up resources to perform higher value work
• Permitting the levels of complexity to be increased
• Elevating the intelligence of the content & associated products
Asset & Work Management
ASSET & WORKMANAGEMENT
The delivery is not the end of the story,
… it is the beginning
Community engagement is a
tremendous source of value
Metrics
Ranking
Feedback
Commentary
Augmentation
Modification
Substitution
Engage & Adapt: Social Media
ENGAGE& ADAPT
Depending on the industry, this activity
can assume a prominent role where all
other activities are continuously
performed by the community members.
Community-based Docs:
Government policies: Great
Consumers products: Good
Medications: No so good
Airplanes: Really bad
Rethinking Content Management Projects
Based on
Content Lifecycle
Solutions are a
form of intelligent
information product
Solution Delivery
Continues to play
a central role
Prototyping, piloting
& deploying to
achieve results &
learn lessons
Content Solution Project Roadmap
SOLUTIONACQUISITION
SOLUTIONEVOLUTION
SOLUTIONSTRATEGY
SOLUTIONMANAGEMENT
SOLUTIONDELIVERY
Content Solution Project Lifecycle
Strategy Acquisition Delivery Evolution
Project LifecycleRelative Level of Investment
Execution
Management
Content SolutionProject Lifecycle
Every project is different but certain patterns reoccur.
Investment in strategy formulation & prototyping pays long-term benefits.
Underfunding evolution, as distinct from maintenance, is the most common error.
The Stark Reality of Most CM Projects
Productivity
Cost
Tim
e
Productivity Hit
Typical Content Management Investment Curve
Productivity Gains & other benefits begin to offset aggregate costs
between 18 and 24 months after project initiation (in better cases)
Typical CM project requires modernization re-investment between 48 and 60 months
after project initiation – meaning the overall investment is never offset
Aggregate Cost
ExpendituresGain
Offset
CM Projects place an emphasis on the management activity as the initial priority
Hold Still for a Moment
The Trouble with Content Management
Content Management can be expensive
Licensing costs are often high
Customization & implementation costs are substantially greater (× 5)
Impact on team members & infrastructure can be substantial
Content Management provides general benefits
Largely focused on “contingent benefits”
• Risk reduction
• Improved information discovery & reuse
These benefits difficult to translate into recoverable savings
Management understandably becomes interested
• And not in a good way
The Promise of Content Management
Productivity
Cost
Tim
e
Productivity Hit
Target Content Management Investment Curve
A focus on the Content Lifecycle & on Content Delivery will reduce expenditures & lower the
productivity hit while accelerating gains. This can offset aggregate costs
in a much shorter period
Flexible architecture supports continuous evolution instead of cyclic
re-investment in modernization – with each evolutionary step being self-funded
Gain
Offset
Aggregate Cost
Expenditures
Intelligent Content changes the economics of Content Management – in a good way!
A Content Management Success Story (Current)
Partner ContentAdministrator
Core ContentAdministrator
Partner Content Sources
Client
Solution Data Quality & Taxonomy
Management Team
Stakeholder Governance Committee
ContentAggregation &Categorization
Process
ExtensibleContent Store
Content Discovery Interface
Web Delivery PlatformContent Management System (CMS)
Web Services Interface for
PartnerApplications
Multi-Jurisdictional
Content Aggregation, Integration, Enrichment & Delivery Environment
The Iron Laws of Content Management
Content Management must transcend any one CMS if it’s to be considered Content Management
Don’t commit to a CMS until you fully understand your content and what you need to do with it
You can only understand your content by working with it
Tailor your investments in Content Management to what helps you to be efficient
Be useful, or you’re not managing anything!
It’s about the content…
and the benefits you
can delivery with it!
Content Management must be
placed into its proper context within
an effective Content Solution
Content Lifecycle
Provides a model for
• Content Activities
• Content Solutions
• Content Solution
Projects
The Key Point:
Delivery is the
proving ground
Content Solutions
Content Management
Systems that do
something useful
Conclusion
CONTENTACQUISITION
CONTENTEVOLUTION
CONTENTSTRATEGY
CONTENTMANAGEMENT
CONTENTDELIVERY
Questions
Making Connections
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
jag@gnostyx.com
The Content Philosopher Blog
www.gollner.ca
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