can reuse be sexy?

© Copyright IBM Corp. 2012, 2014

Can Reuse Be Sexy? How lightweight DITA for marketing content can fuel a runtime reuse engine across an enterprise content delivery ecosystem

James Mathewson, Global Search and Content MarketingMichael Priestley, Enterprise Content Technology StrategyKendra Brady DeKeyrel, Digital Management and Effectiveness

DITA Europe 2014


Important Disclaimer

THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FORINFORMATIONAL PURPOSES ONLY.

WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THEINFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUTWARRANTY OF ANY KIND, EXPRESS OR IMPLIED.

IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS ANDSTRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE.

IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OROTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.

NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THEEFFECT OF:

• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (ORITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/ORLICENSORS); OR

• ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLELICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.

2


Who am I?

Program Director, Search and

Content Marketing, Structured

Content Strategy, IBM

Lead author: Audience, Relevance

and Search: Targeting Web

Audiences with Relevant Content

(2010)

Lead author: Outside-in Marketing:

Using Big Data to Drive Content

Marketing (2014)

www.biznology.com/author/james

mathewson/

Writingfordigital.com

@James_Mathewson

LinkedIn/JamesMathewson

http://www.biznology.com/author/jamesmathewson/


Who am I?

Enterprise Content

Technology Strategist, IBM

CIO

Senior Technical Staff

Member (STSM)

Developing strategies and

standards for the enterprise

content ecosystem

@Ditaguy

LinkedIn/michael-priestley

Worked on original

definition of DITA at IBM

Co-editor, DITA 1.0 and

1.1 specifications

Chair, Lightweight DITA

SC


Our goal: Create an exceptional experience for clients to easily

find, try, and buy IBM offerings

Design an end-to-end system to optimize each touchpoint

Optimized Digital Experience and Performance

Note: from I&VT 10

Learn

Try

Dis

co

ve

r

Bu

y

Ad

op

t

Ad

vo

ca

te

6© 2014 IBM Corporation

Reading

Scrolling

Clicking

Relevant?Right and quality

assets?

In every decision point of Emily’s journey, well-structured

content is critical to deepening her relationship with IBM

Emily clicks

external drive-to

Organic search 70%

Ads/other paid 20%

Earned/social 10%

Emily lands

on

ibm.com

page, and

scans it

for relevant

content

180K per day

noEmily engages

with ibm.com

yes

Bookmark/RSS 40%

Deep dive 30%

Respond 20%

Like/share 5%

Comment/connect 5%

no

yes

Adversary

Emily goes away and is more likely

to amplify negative brand

impression in social circles

Advocate

Emily is more likely

to amplify positive

brand impression in

social circles


From taxonomy to structured content strategy

Ontologies

TaxonomiesSemantic

variants

Structured

content models

Hierarchies

Link data

Related

values

Contextual

variants

Syntactic

variants

Relevant

contentClient

UX

rules


Challenges with the current state

Content is page bound, which presents many challenges:

– Findability: Page-bound content forces users to consume more than they need in order

to find a few salient nuggets within them

– Shareability: Nobody shares pages. Users share assets—videos, infographics, articles,

etc.

– Adaptability: Large pages tend to turn into infinite scrolls when converted to mobile

screens. Forcing users to consume the whole page to get the content they need is bad

UX

– Measurability: Users of pages focus their attention on areas of the page and their clicks

on particular assets. Outside of heat maps, measurement systems aren’t up to

separating poorly producing assets from those that perform well within the same page


Content infrastructure

• Page-bound

• Unstructured

• Intuitive

• Built for admins

• Development prioritized by time-in, time-out method

Classification

• Inside-out terms

• Not relational

• Context agnostic

• Syntactic

• Waterfall

• Poor governance

• Lack of automated, intelligent tools

Ineffective Content

• Difficult to share

• Not reusable

• Difficult to personalize

• Not responsive

Current state


Future state

Content infrastructure

• Modular

• Structured

• Data driven

• Built for clients

• Development prioritized by ROI

Classification

• Outside-in language

• Ontological

• Context sensitive

• Semantic

• Agile

• Governed

• Automated with intelligent tools

Effective Content

• Client-centric

• Findable

• Shareable

• Responsive

• Personalized

• Measurable


//Subject taxonomy transformation

From To

Flat file Ontology

IBM nomenclature Client language

Required everywhere Contextual requirements

Managed centrally Governed by community

Look-up tables Author tagging assistance

Show users our back-end Hide the codes, show the values


Proof of concept – Enterprise Content Catalog

Objective;

Scalable authoring and publishing environment for marketing and sales

Scalable personalized experiences for clients

Content Management Platform

• Ability to author content via easy to use self service authoring

environment.

• Ability to create custom templates for flexible look and feel

• Ability to edit and audit content at the time its being authored allowing for

proper tagging for content personalization

• Ability to apply targeted business rules to personalize customer

experience

• Ability to publish content to dynamic content delivery environment for

personalized content assembly

• Ability to push content to other publishing environments


Document model for case studies in ECC(domain analysis)


One source, multiple views

14

Case study source

And a short description

- Some metadata

- Some more metadata

Structured section title

A series of structured

sections


A series of structured

sections

Unstructured section

title

Some more info about this

wonderful case study

Full view


- Some metadata


A series of structured sections

Unstructured section title

Some more info about this

wonderful case study

Details view


- Some metadata

- Some more metadata


A series of structured sections

Tile View


• Some more metadata


Search prototype (for authors finding reusable content)

15


Search results (tile view)

16


View more details

17


And even more details

18


JSON view

19


(Strawman) XML DITA (XDITA)view

20


(Strawman) HTML5 DITA (HDITA) view


Next steps

Measure success of the Proof of Concept

Refine approach, adding structured content mappings (import/export to XDITA/HDITA)

Provide XML DITA view and HTML5 DITA view from ECC

Integrate Enterprise Content Catalog with source management in IBM Web Content

Manager® and IBM FileNet®

Integrate search for reuse directly into authoring tools - make searching for reusable/related

content an automatic part of authoring new content

Connect people through content – find other authors as collaborators

Connect to Enterprise Keyword Database

Complete analysis of end-to-end content lifecycle for case studies – crosses multiple content

organizations and technology domains

Apply lessons learned to additional domains

Validate directions with potential adopters across IBM – beyond marketing

22


Legal

IBM and the IBM logo are trademarks of International Business Machines Corp., registered in

many jurisdictions worldwide. Other product and service names might be trademarks of IBM or

other companies. A current list of IBM trademarks is available on the Web at “Copyright and

trademark information” at www.ibm.com/legal/copytrade.shtml

23


Questions?

© Copyright IBM Corp. 2012, 2014Document Title | Date 25

Proof of Concept – Enterprise Content Catalog (ECC)

Overview Objective;

Scalable authoring and publishing environment for marketing

and sales

Scalable personalized experiences for clients

Content Management Platform

• Ability to author content via easy to use self service authoring

environment.

• Ability to create custom templates for flexible look and feel

• Ability to edit and audit content at the time its being authored

allowing for proper tagging for content personalization

• Ability to apply targeted business rules to personalize

customer experience

• Ability to publish content to dynamic content delivery

environment for personalized content assembly

• Ability to push content to other publishing environments

What change will the business experience

as a result of this? (From – To)

Today there are multiple content management systems that

are not easy to use for marketers and requires professional

I/T resources to operate. In addition, many web pages are

still hand coded and taxonomy tagging that is required for

personalization is not appropriately applied to the pages.

This process is costly and doe not result in higher revenue

Tomorrow there will be an easy to use self services

authoring environment for marketers that applies content

standards at the point of entry. Marketers will have the ability

to target offers and content based on the visitors’ Industry,

Role and Company. The Client will experience a

personalized experience resulting in higher conversion rates

and higher revenue at a lower operating cost.

can reuse be sexy?

Technology

ibm coeditor

ibm offeringsdesign

marketing content

ibm lead author

social circles copyright

use of ibm software

wellstructured content

ibm orits affiliates