What Web 2.0 Means to Product Information Development

•Als KEY, PDF herunterladen•

2 gefällt mir•839 views

Scott Abel

Keynote presentation at 5th Annual aQuatic Conference, Adobe Headquarters, San Jose, CA. http://aquatic-ug.com/node/61

Technologie

what web 2.0 means for
product information development

by scott abel, the content wrangler

what do we mean by
product information quality?

managing product information quality
means controlling content by controlling
the content creation process

several tv networks want to hear from you

web applications that facilitate interactive
information sharing, interoperability, and
collaboration on the world wide web

blogs/wikis: websites that allow users to
create content, interact with content, and
interact with the site owner and each other

video/audio-sharing sites: websites that
allow users to upload content, interact with
content, and interact with site owner and
with each other

mash-ups: components of content that are
recombined and repurposed by users to
create new content

social networks: online communities that
allow users to upload, share, create content,
congregate in groups, interact with content,
and interact with each other

three main types of social networks:
people-based, topic-based, purpose-based

how many of you have a Facebook
account?

how often do you use it?
1) weekly, 2) daily, 3) several times a day

what do you use it for?
1) ﬁnding 2) sharing 3) other

how many of you have a Linkedin account?

scott abel

scottabel@mac.com
twitter.com/scottabel
facebook.com/scottpatrickabel
linkedin.com/scottabel
thecontentwrangler.com

Weitere ähnliche Inhalte

Mehr von Scott Abel

In the Experience Age, consumers expect much more from brands than they have in the past. Once they’ve enjoyed an exceptional customer experience, they become intolerant of confusing, irrelevant, and inconsistent content. Brands that recognize this fact and deliver exceptional content experiences across all customer touchpoint will be rewarded with loyalty. In order to deliver exceptional content experiences, savvy brands are taking a critical look at how they create, manage, and deliver content. And, what they’re finding is that the approaches they’ve relied on for decades can no longer meet current and future business needs. Enter intelligent content. Content with superpowers. Content that is designed to dynamically adapt to meet customer needs. It’s content that is digital, data-driven, and dynamic. It’s digital in that it is designed and built for a connected world. It is data-driven in that can be connected to — and integrated with — enterprise data resources. And, it’s dynamic in that it can automatically respond to individual customer needs. During this opening keynote presentation (originally delivered at the Intelligent Content Conference in San Francisco, March 2015), Scott Abel, The Content Wrangler, and co-founder of the Intelligent Content Conference will explore the need for intelligent content in the Experience Age. You’ll discover why our current processes are insufficient, and what some companies are doing to overcome traditional publishing roadblocks.

Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler

Scott Abel

Did you know that the average human brain processes information that is more visual up to 60,000 times faster than text? But wait! Text is visual right? Not in the same way. Photos, videos and other visual mediums communicate on a whole 'nother level than a paragraph of text. The rise of visual content marketing over the last couple of years has been driven by bevy of platforms and tools that give little excuse to not include it into your marketing efforts. Join Adam Helweh as he identifies these trends, explores the tools and helps you create a more vibrant visual marketing mix for your audience. You will learn: • Why is visual content more effective than other types of content • What emerging trends and tools are driving the use of visual content • How to go beyond the confines of the static image to make visual content that’s more alive and engaging. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Emerging Trends in Visual Content Marketing with Adam Helweh

Scott Abel

Today, business is digital. That makes content critical. Content now represents nearly a third of marketing budgets alone (Content Marketing Institute), and that proportion will only increase. Content also is the substance of most digital media products and digital channel communications. So, you might have enjoyed some success with implementing a content strategy for a single product, channel, or marketing campaign. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations. This session will help you answer them with a practical vision and 3 useful principles to scale your content strategy. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones

Scott Abel

When creating websites and apps for a multinational organization like IBM or GE, how do you ensure that global content is easily adaptable and translatable? Especially when you're creating content that needs to be accessed via tablet, phone and desktop? This presentation covers the basics of creating global content strategy for audiences with varying needs based on geography and language. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Content Strategy Across Geographies and Platforms with Melinda Flores

Scott Abel

You CAN prove the savings possible from moving your unstructured content to intelligent content. The benefits are measurable. Intelligent content combined with a content management system can facilitate savings and improvements in content development, translation, regulations, governance, multi-channel publishing, and quality. In this session, Mark discusses how the various processes benefit from intelligent content and discusses metrics that prove the benefit. If it hurts, then it's time to calculate the pain — and the relief. This session draws from concepts in Mark's book, DITA Metrics 101, The Business Case for XML and Intelligent Content. Mark also discusses which metrics you should gather so you can align your plan with corporate strategy and become the "Executive Whisperer." This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark

Scott Abel

Content strategy is about so much more than streamlining your content development process—it's about supporting your organization's business goals. To be truly effective, your content strategy should be global. That means breaking down the barriers that keep the different types of content producers in your organization apart. Your organization creates various kinds of content—technical, marketing, training, and more. Your content strategy may begin with tech comm, but it should also account for these other types of content to present a unified message and better serve your brand. This presentation shows how, with a global strategy, all of your content can work together to help your organization succeed. Gretyl Kinsey is a technical consultant with Scriptorium Publishing who specializes in content strategy and tech comm tools and technologies. Since joining Scriptorium in 2011, she has been involved with the development and implementation of content strategies for organizations in a variety of industries. She has experience with every step of the implementation process, from customizing transforms to converting legacy content to helping with follow-on support. She also frequently contributes her graphic design skills to the marketing side of Scriptorium. With a background in journalism and visual communication, she is interested in the convergence between technical and marketing communication, and in content strategies that encourage it. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...

Scott Abel

Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touch points. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, Scott Abel, The Content Wrangler, discusses the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

The Future of Technical Communication is Marketing with Scott Abel, The Conte...

Scott Abel

In this webinar, Matt and Greg explain what Global English is and who it benefits, introduce you to some Global English techniques that you can implement immediately, and they examine a couple of case studies of companies who have implemented Global English—and have experienced dramatic results. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Clear and Simple: Lower Your Content Costs with Global English with Matthew K...

Scott Abel

Andrew Thomas shows you a fast-paced look at how to leverage content to cultivate a loyal customer base. Andrew Thomas is a Director of Product Marketing for Content Management Technologies at SDL, focusing on structured content technologies. Andrew has worked with XML for a wide variety of content, from marketing materials, to printed manuals and web applications. He's witnessed firsthand, the diversity of structured content and how it can empower businesses and customer engagement. Before joining SDL, Andrew was a language intelligence solutions manager for Adobe Systems and oversaw the translation process for their DITA content. This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Fandom Isn't Random with Andrew Thomas, SDL

Scott Abel

George Bina explores the world of XML authoring for technical documentation. He shares tips and tricks designed to help technical communicators understand the advanced information management capabilities structured XML authoring provides over traditional authoring approaches. Specifically, George addresses the following questions: How do I know what content to create? What XML markup should I choose and why? How do I leverage markup to engineer better authoring experiences? How to we enforce content rules in XML documents? Why correcting content problems during the authoring process can help you reduce costs? This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor

Scott Abel

Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, delivered at Acrolinx Day at LavaCon 2014 Portland, Scott Abel, The Content Wrangler, discussed the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing.

The Future of Technical Communication is Marketing

Scott Abel

Time is in short supply. Deadlines are tight. Resources are even tighter. If you're like most content professionals, you have dozens of great ideas but not enough time, money or experience to bring them to life. But it doesn't have to be this way. In this content marketing meets intelligent content engineering case study, we will explain how the newly published book, The Language of Content Strategy (XML Press) was created with the help of the crowd, structured XML content, a wiki and a formal content strategy. Attend this session to learn how the two seasoned content strategists enlisted the help of 50 knowledgeable experts to create a printed book, an e-book, a companion website and educational flash cards in record time, all from a single source of content. You'll discover why it's imperative that content professionals —regardless of their area of specialty — understand and leverage the power of advanced information development practices. You'll leave knowing why a repeatable content production system, optimized for productivity and designed to efficiently produce multiple content products simultaneously, is no longer an option, but rather a necessity.

The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...

Scott Abel

Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional technical communicator. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way. In this slide deck, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional technical communicators, can help us future-proof our content and ensure we’re meeting – even exceeding – our goals.

5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

Scott Abel

Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional content marketer. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way. In this Content Marketing World 2014 presentation, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional content marketers, can help us future-proof our content marketing efforts and ensure we’re meeting – even exceeding – our goals.

Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...

Scott Abel

In this presentation from Localization World Singapore, April 2013, Scott Abel explores the importance of thinking strategically about content (how it is created, why its created, and the goals of global content initiatives) by helping the audience understand the importance of vision in content strategy. The presentation also touches on how organizations can find time for innovation and provides several resources for content strategy professionals.

Thinking Strategically About Content - Localization World Singapore

Scott Abel

Structured content

Scott Abel

The keynote address, delivered February 21, 2013 at tcworld India conference, Bangalore, India. The presentation provides a summary of the 2012 Technical Communication Industry Benchmarking Survey produced by The Content Wrangler. The survey aimed to capture the current methods, standards and tools used -- as well as future plans of -- the technical documentation and training departments of large, global, content-heavy organizations.

The State of the Technical Communication Industry: tcworld India 2013 Keynote...

Scott Abel

State of the Content Industry and Opening

Scott Abel

Words matter. Selecting the wrong ones can impede communication. But, while word choice is critical, equally important are spelling, style, punctuation and grammar. This slide deck was used by Scott Abel, The Content Wrangler, and Val Swisher, CEO of Content Rules, Friday, February 9 to guide our interview of special guest Mignon Fogarty (aka Grammar Girl). The three content pros discussed the fast-changing world of language and how we use and abuse it. And, they answered questions from the audience.

Grammar Girl Web Discussion - February 9, 2012

Scott Abel

“Creating Culturally-Correct Web Content For Global Audiences” was a discussion between Scott Abel, The Content Wrangler, and Maxwell Hoffmann, Director of Multilingual Document Globalization at Globalization Partners International. The two discussed best practices for creating web content. Maxwell provided interesting examples of color, imagery and expression mistakes others have made in the past. Scott and Maxwell also discussed how to determine if content (text and graphics) are both culturally-correct and effective in communicating to an off-shore, global audience. They also talked about how to avoid the most common cultural mistakes that unintentionally alienate the customers you are trying to serve. Listen to the archived recording: http://bit.ly/ls5nq3

“Creating Culturally-Correct Web Content For Global Audiences”

Scott Abel

Mehr von Scott Abel (20)