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The	
 Need	
 for	
 Speed
Sarah O’Keefe
@sarahokeefe
www.scriptorium.com

Flickr: ken_from_md
Sarah	
 O’Keefe,	
 @sarahokeefe
❖

Founder and president, Scriptorium
Publishing, scriptorium.com, North
Carolina, USA

❖

Coauthor with Alan Pringle
of Content Strategy 101

❖

Interested in intersection of
content, publishing, and
technology
We	
 need	
 velocity.

Flickr: mytmoss
Content	
 strategy	
 
Support	
 the	
 
organization’s	
 business	
 
goals	
 using	
 information	
 
and	
 information	
 
products.
Velocity	
 and	
 content	
 strategy…

Flickr: grendelkhan
Know	
 the	
 business
Align	
 with	
 business	
 goals
Style	
 guides	
 and	
 terminology
Voice	
 and	
 tone
Production	
 systems
Intelligent	
 content
Flickr: brittanyg
Integration
Flickr: brittanyg
Know	
 the	
 business
Align	
 with	
 business	
 goals
Style	
 guides	
 and	
 terminology
Voice	
 and	
 tone
Production	
 systems
Intelligent	
 content
Integration
How	
 do	
 we	
 make	
 it	
 happen?
Flickr: kirinqueen

Operations	
 need	
 
to	
 be	
 impeccable.
Flickr: pedrosz

Authoring	
 velocity
Reduce,	
 reuse,	
 recycle
Flickr: nicokaiser

Editing	
 velocity
Controlled	
 language	
 software
Flickr: dingopup

Production	
 velocity
Production	
 system	
 must	
 
automate	
 formatting.
Flickr: WI Department of Natural
Resources, mstharpe, daysofthundr46

Distribution	
 velocity
Localization	
 velocity

Flickr: furphotos
Good	
 source	
 content
Machine	
 translation
Automated	
 formatting	
 (again)

Flickr: furphotos
Global	
 
content	
 
strategy

flickr: dtaylorcreative

should	
 be	
 
redundant.
Globalization	
 
drives	
 
content	
 
strategy.

flickr: titushageman
Efficient	
 localization	
 is	
 a	
 
basic	
 prerequisite.

flickr: tanyadurrant
What	
 drives	
 efficient	
 
localization?

flickr: tanyadurrant
HINT:	
 It’s	
 
not	
 the	
 
service	
 
provider.

flickr: tambako
It’s	
 the	
 quality	
 
of	
 the	
 input.

flickr: tanyadurrant
flickr: pmarkham

Localization:
just	
 along	
 for	
 the	
 ride.
A	
 computer	
 can	
 do	
 more
than	
 a	
 typewriter.
flickr: dominicspic

Low-quality	
 source	
 content	
 =	
 
inefficient	
 localization
Image: NASA

In	
 a	
 multilingual	
 workflow,	
 
inefficiency	
 =	
 death.
Image: NASA

In	
 a	
 monolingual	
 workflow,	
 
inefficiency	
 =	
 slow	
 death.
We	
 cannot	
 survive	
 unless	
 we	
 
evolve.	
 Quickly.
Content	
 
has	
 never	
 
been	
 for	
 
the	
 faint	
 of	
 
heart…

Flickr: jlascar
We	
 must	
 adapt	
 to	
 
changes…

Flickr: Marie Hale
Prioritize

Flickr: beleaveme
The	
 old	
 way	
 is	
 not	
 
going	
 to	
 work.

Flickr: nostri-imago
Flickr: ullisandersson

One	
 last	
 
thing…
Questions?

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The Need for Speed