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LavaCon 2012
 Mark Lewis
   Quark
Content Strategist, DITA Educator at Quark

STC Summit 2012 – 2013 Track Manager
       – Content Strategy and Design
Past Co-Chair:
       Oasis DITA for the Web SC
Manager:
       DITA Metrics group on Linked In
DITA 101 2nd edition
“Fundamentals of DITA for
 Authors and Managers”
By the Rockley Group
       with Mark Lewis




 For sale at LuLu.com
Managing Enterprise Content: A
 Unified Content Strategy
 2nd edition
By Ann Rockley
 & Charles Cooper




 For sale at Amazon.com
DITA Metrics 101

Published by
 The Rockley Group




 DITAMetrics101.com
Do you have
               a strategy?




LavaCon 2012
 Mark Lewis
   Quark
Details
Agenda                                     Emphasis on
                                              XML
   Reasons to move to XML

   Quark’s content goals
                                             content
   Brief definition of content strategy      reuse

   Prove support corporate goals
                                           Aligning CS
                                              & CG
Reasons for moving to XML
   Translate

      No formatting

   Multiple formats

      No proprietary word proc or page layout

   Duplicate content
Quark –                     In.vision Research –
Quark Xpress                XML Author
  Reduce cost                Reduce cost

     Formatting                 Reuse content

     Translation             Increase quality

  Increase quality           Showcase / Dogfood / Kool-Aid

  Streamline the process


                          Different content goals ,
                      but same corp goal reduce cost
Kristina Halvorson and Melissa Rach
Content Strategy for the Web 2ed
Content strategy "Defines how you’re going to
use content to meet your business (or project)
goals and satisfy your users’ needs.“
"In summary: Content strategy guides your plans
for the creation, delivery, and governance of
content.“
"This defines how an organization (or project)
will use content to achieve its objectives and
meet its user needs."         Halvorson, Kristina; Rach, Melissa (2012-02-10). Content
                                          Strategy for the Web, 2nd Edition (Kindle Locations 524-
                                          525). Pearson Education (US). Kindle Edition.
Handout




Main categories:

  Increase revenue
  Reduce costs
  Process improvement and automation
  Risk mitigation
Reduce costs
  Reduce development cost      Shown CS to
  Reduce translation cost         Exec
  Reduce call center cost
  Reduce product returns

Process improvement and automation
  Reuse of honed processes       Did you
                                know corp
Risk mitigation                   goals?
  Increase quality
  Improve governance
                                Stories?
  Minimize branding damage
                               Resistance?
Increase revenue
Sales team
    Improve prospect engagement
    More accurate information
    Faster and easier access to information
    Reduce learning time
    Shorten sales cycles                    Smartphone
                                           catchup
Reduce time to market
   For local products
   For translated products                    All

Improve branding
Increase revenue
Product enhancement                       Product line expansion
                                              Reuse processes
Increase customer satisfaction                Reuse existing content
    Increase quality                          More languages and cultures
    Better access to content
    Call center improvement
         Improved resources
         Reduced response time
         Reduced volume
    Increase customer retention
    More up-to-date information
    Prospects read content when:
    buying, learning, installing, using
Do “user needs” map to corporate
goals?



Make sure you and the executive agree
what “user’s needs” mean.
Kristina Halvorson
Content Strategy for the Web 2ed
Content strategy "Defines how you’re going to
use content to meet your business (or project)
goals and satisfy your users’ needs.“
"In summary: Content strategy guides your plans
for the creation, delivery, and governance of
content.“
"This defines how an organization (or project)
will use content to achieve its objectives and
meet its user needs."         Halvorson, Kristina; Rach, Melissa (2012-02-10). Content
                                          Strategy for the Web, 2nd Edition (Kindle Locations 524-
                                          525). Pearson Education (US). Kindle Edition.
Increase revenue
Product enhancement              Product line expansion
                                     Reuse processes
Increase customer satisfaction       Reuse existing content
    Increase quality                 More languages and cultures
    Better access to content Emphasis     on
    More up-to-date information
    Call center improvement                              Mobile,
         Improved resources                             My Content
         Reduced response time
         Reduced volume
    Increase customer retention                         User Needs
    Prospects read content when:                         maps, but
    buying, learning, installing, using                 show exec
                                                          which u
                                                          satisfy
Message to Exec was not in terms of
executive goals, which resulted in…

“Why would I want to spend a bunch of
money, just to make my tech writers’
lives easier?”
 Does exec know what you are
  doing?

 Does exec know you are supporting
  corporate goals?

 You must speak the executive
  language

 Know the exec’s goals so you can
  present the right metrics

 Quote: Run your
  projects/department like a
  business
My savings trends and ROI data that I could use to
communicate with an executive and prove that I
am supporting corporate goals.
Quark –                     In.vision Research –
Quark Xpress                XML Author
  Reduce cost                Reduce cost

     Formatting                 Reuse content

     Translation             Increase quality

  Increase quality           Showcase / Dogfood / Kool-Aid

  Streamline the process
Corporate Goal
           Supporting Metric
reduce development cost
    reuse content
    eliminate formatting costs
    eliminate desktop publishing costs

reduced translation cost
    reuse (already translated) content

reduced time to market
    topic level
    project level

reduced time to market for translated products
    project level
Reduce development cost
     Reuse content
Reduce development cost
Eliminate formatting costs
Reduce development cost
Eliminate desktop publishing costs
Reduce development cost
Reduced translation costs




                                TMS
                            Already XLAT
                             sentences
Reduce development cost
Reduced time to market –
      topic level




                           Family of
                            similar
                           products
Project-level   Reduced time to market

Without
Reuse




With
Reuse
Translated
 Products    Reduced time to market

Without
Reuse




With
Reuse
Where are you in the content
         lifecycle?

    Thinking about XML?
    Implementing XML?

        Doing XML?
Prediction                             Actual


                                        Development
Requirements                                          Maintenance
                  Design
                            Implementation




                              Time
Sailing the Wine-Dark Sea: The
Transformation from Technical Publications
        to Information Experience
                     by
                Paul Perrotta
                Ben Jackson
             Juniper Networks
Summary

 “Run your business like a business”

 What are the corporate goals

 What content metrics prove your
  support of those corporate goals

 Synthesize the metrics you need to
  prove your support of the business
  plan

 Summarize: Of your executive list,
  here’s what we CAN do with
  current resources
Thank You



 Mark Lewis
 mlewis@quark.com

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Supporting the Business Plan : at LavaCon 2012

  • 1. LavaCon 2012 Mark Lewis Quark
  • 2. Content Strategist, DITA Educator at Quark STC Summit 2012 – 2013 Track Manager – Content Strategy and Design Past Co-Chair: Oasis DITA for the Web SC Manager: DITA Metrics group on Linked In
  • 3. DITA 101 2nd edition “Fundamentals of DITA for Authors and Managers” By the Rockley Group with Mark Lewis  For sale at LuLu.com
  • 4. Managing Enterprise Content: A Unified Content Strategy 2nd edition By Ann Rockley & Charles Cooper  For sale at Amazon.com
  • 5. DITA Metrics 101 Published by The Rockley Group  DITAMetrics101.com
  • 6. Do you have a strategy? LavaCon 2012 Mark Lewis Quark
  • 8. Agenda Emphasis on XML  Reasons to move to XML  Quark’s content goals content  Brief definition of content strategy reuse  Prove support corporate goals Aligning CS & CG
  • 9. Reasons for moving to XML  Translate  No formatting  Multiple formats  No proprietary word proc or page layout  Duplicate content
  • 10. Quark – In.vision Research – Quark Xpress XML Author  Reduce cost  Reduce cost  Formatting  Reuse content  Translation  Increase quality  Increase quality  Showcase / Dogfood / Kool-Aid  Streamline the process Different content goals , but same corp goal reduce cost
  • 11. Kristina Halvorson and Melissa Rach Content Strategy for the Web 2ed Content strategy "Defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs.“ "In summary: Content strategy guides your plans for the creation, delivery, and governance of content.“ "This defines how an organization (or project) will use content to achieve its objectives and meet its user needs." Halvorson, Kristina; Rach, Melissa (2012-02-10). Content Strategy for the Web, 2nd Edition (Kindle Locations 524- 525). Pearson Education (US). Kindle Edition.
  • 12. Handout Main categories: Increase revenue Reduce costs Process improvement and automation Risk mitigation
  • 13. Reduce costs Reduce development cost Shown CS to Reduce translation cost Exec Reduce call center cost Reduce product returns Process improvement and automation Reuse of honed processes Did you know corp Risk mitigation goals? Increase quality Improve governance Stories? Minimize branding damage Resistance?
  • 14. Increase revenue Sales team Improve prospect engagement More accurate information Faster and easier access to information Reduce learning time Shorten sales cycles Smartphone catchup Reduce time to market For local products For translated products All Improve branding
  • 15. Increase revenue Product enhancement Product line expansion Reuse processes Increase customer satisfaction Reuse existing content Increase quality More languages and cultures Better access to content Call center improvement Improved resources Reduced response time Reduced volume Increase customer retention More up-to-date information Prospects read content when: buying, learning, installing, using
  • 16. Do “user needs” map to corporate goals? Make sure you and the executive agree what “user’s needs” mean.
  • 17. Kristina Halvorson Content Strategy for the Web 2ed Content strategy "Defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs.“ "In summary: Content strategy guides your plans for the creation, delivery, and governance of content.“ "This defines how an organization (or project) will use content to achieve its objectives and meet its user needs." Halvorson, Kristina; Rach, Melissa (2012-02-10). Content Strategy for the Web, 2nd Edition (Kindle Locations 524- 525). Pearson Education (US). Kindle Edition.
  • 18. Increase revenue Product enhancement Product line expansion Reuse processes Increase customer satisfaction Reuse existing content Increase quality More languages and cultures Better access to content Emphasis on More up-to-date information Call center improvement Mobile, Improved resources My Content Reduced response time Reduced volume Increase customer retention User Needs Prospects read content when: maps, but buying, learning, installing, using show exec which u satisfy
  • 19. Message to Exec was not in terms of executive goals, which resulted in… “Why would I want to spend a bunch of money, just to make my tech writers’ lives easier?”
  • 20.  Does exec know what you are doing?  Does exec know you are supporting corporate goals?  You must speak the executive language  Know the exec’s goals so you can present the right metrics  Quote: Run your projects/department like a business
  • 21. My savings trends and ROI data that I could use to communicate with an executive and prove that I am supporting corporate goals.
  • 22. Quark – In.vision Research – Quark Xpress XML Author  Reduce cost  Reduce cost  Formatting  Reuse content  Translation  Increase quality  Increase quality  Showcase / Dogfood / Kool-Aid  Streamline the process
  • 23. Corporate Goal Supporting Metric reduce development cost reuse content eliminate formatting costs eliminate desktop publishing costs reduced translation cost reuse (already translated) content reduced time to market topic level project level reduced time to market for translated products project level
  • 24. Reduce development cost Reuse content
  • 26. Reduce development cost Eliminate desktop publishing costs
  • 27. Reduce development cost Reduced translation costs TMS Already XLAT sentences
  • 28. Reduce development cost Reduced time to market – topic level Family of similar products
  • 29. Project-level Reduced time to market Without Reuse With Reuse
  • 30. Translated Products Reduced time to market Without Reuse With Reuse
  • 31. Where are you in the content lifecycle? Thinking about XML? Implementing XML? Doing XML?
  • 32. Prediction Actual Development Requirements Maintenance Design Implementation Time
  • 33. Sailing the Wine-Dark Sea: The Transformation from Technical Publications to Information Experience by Paul Perrotta Ben Jackson Juniper Networks
  • 34. Summary  “Run your business like a business”  What are the corporate goals  What content metrics prove your support of those corporate goals  Synthesize the metrics you need to prove your support of the business plan  Summarize: Of your executive list, here’s what we CAN do with current resources
  • 35. Thank You Mark Lewis mlewis@quark.com

Hinweis der Redaktion

  1. Poll: How many of you have a strategy?
  2. CEO story. Know thy audience
  3. Goals established by myself and the other authors at quark
  4. Here I was able to show money effort saved by going to xml and eliminating formatting
  5. TMS, database of already translated sentences. Reuse content, reuse already translated sentences
  6. Family of similar products.Prove reduced time to market
  7. You can create a model that shows how you can create a product doc in a certain amount of time without reuse but if you bring in tech that allows content reuse, the a shorter dev cycle. That’s reduced time to market. That’s proving that you support a business plan that is trying to hit a marketing window.
  8. Thinking and Implementing, then you can create predictive models. If you are Doing, then reporting feature…actuals. Either one can be used to communicate