How to Create an Agile Content Factory
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The document discusses how to create an agile content factory. It recommends modularizing content and defining consistent structures and guidelines for writing content. This will allow content to be reused across channels and personalized. It also emphasizes using terminology management, metadata, and workflow processes to control and publish content throughout its lifecycle. The goal is to manufacture content in a scalable way similar to other types of manufacturing.
How to Create an Agile Content Factory
- 1. @arockley • #intelcontent How to Create an Agile Content Factory Ann Rockley CEO, The Rockley Group Inc. @arockley @arockley • #intelcontent
- 2. @arockley • #intelcontent What is Agile? • The methodology associated with Agile was developed for the software industry to speed up the development of software • Prior to Agile, the most common software development process was the Waterfall process (sequential through the lifecycle) • Rather than waiting until everything is finished Agile creates iterative interim deliverables that are assessed and rapidly updated
- 3. @arockley • #intelcontent Benefits of Agile • Speed-to-market • Flexibility/Agility • Business engagement/Customer satisfaction • Quality and consistency • Reduced costs/increased resource availability
- 4. @arockley • #intelcontent Situation • Manage and publish our content in new ways • Rushing to make deadlines so get content ‘in’ • Look to technology to solve problems • Multiple silos all over the organization
- 5. @arockley • #intelcontent Current processes • Authors continue to put together content based on their perceived way for how the content should be written/created • Rush to address the ‘now’ and forget about the ‘future’ • Content is duplicated over and over again • Silos limit awareness of what content already exists • Customer needs are fragmented across silos • Translation/localization is “not my responsibility” or “not really sure what happens to it for translation”
- 6. @arockley • #intelcontent Manufacture content don’t handcraft it! @arockley • #intelcontent
- 7. @arockley • #intelcontent@arockley • #intelcontent
- 8. @arockley • #intelcontent "Ford assembly line - 1913" by Unknown - http://www.gpschools.org/ci/depts/eng/k5/third/fordpic. htmhttp://toolkit.archives.gov/exhibits/twww/ image. Licensed under Public Domain via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Ford_assembly_l ine_-_1913.jpg#/media/File:Ford_assembly_line_- _1913.jpg
- 11. @arockley • #intelcontent WE CAN MANUFACTURE CONTENT TOO!
- 12. @arockley • #intelcontent How to manufacture content • Modularize content • Create guidelines/best practices for content chunk/topic size • Pre-define content structure and uses of those structures • Design for your future use of content, not just current • Develop structured writing guidelines and incorporate terminology management
- 13. @arockley • #intelcontent Define content structures • What are your content structures? • What are you content assemblies? • When do you use each of the structures? • What is mandatory in the structure and what is not?
- 14. @arockley • #intelcontent Content model
- 15. @arockley • #intelcontent Tweet, promo, facebook
- 16. @arockley • #intelcontent Tweet, promo, facebook
- 17. @arockley • #intelcontent Brochure, Facebook
- 19. @arockley • #intelcontent Structured writing guidelines
- 20. @arockley • #intelcontent Beyond reuse/multichannel • Personalized content/dynamic delivery based on • Industry vertical • Preferences • Etc. • Content in apps • Content as product • And more
- 21. @arockley • #intelcontent Control content • Develop reuse governance • Develop a taxonomy and define metadata best practices • Develop workflow now, not later • Automate workflow • Automate publishing
- 22. @arockley • #intelcontent Reuse governance • What content can be reused? • How it can be reused (identically or with change)? • Who is allowed to change reusable content? • Where/when it can be reused?
- 23. @arockley • #intelcontent Localization • Content is chunked into components rather than documents • Modules that are unchanged that have previously been translated are not translated again • New/changed modules are translated when they are approved, no need to wait for the entire “document” to be complete • A PDF of the section or document is provided to ensure that sufficient context is available for effective translation • When something changes, only the changed module needs to be retranslated
- 24. @arockley • #intelcontent Terminology management • What are your style guidelines? • What terms are acceptable? • What are your grammar rules (comma/no comma, capitalization, abbreviations)? • Can these rules be automated?
- 25. @arockley • #intelcontent Metadata • Metadata is critical for the effective selection and delivery of content • Metadata can identify: • Audience • Region • Product • ‘Situation’
- 26. @arockley • #intelcontent Workflow • Workflow allows us to control our content throughout its lifecycle • Roles • Tasks • Interactions • Dependencies • Wait states • Approvals • Exceptions • Tracking metadata (attributes)
- 28. @arockley • #intelcontent Automate publishing • Hand-off publishing • Templates/stylesheets • ‘Pour’ content into stylesheets • Refine stylesheets for optimum display, but never with content in it • Content should only be changed in source
- 29. @arockley • #intelcontent An Agile Content Factory is: • Based on the manufacturing paradigm • Modular • Consistently structured for infinite use and reuse • Adaptable • Managed
- 30. @arockley • #intelcontent Ann Rockley CEO The Rockley Group rockley@rockley.com @arockley • #intelcontent