Future-proofing your content
•
0 gefällt mir•843 views
tcworld India 2017 workshop presentation by Sarah O'Keefe. How to set up your content lifecycle to accommodate future requirements.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Andere mochten auch (6)
Ähnlich wie Future-proofing your content
Ähnlich wie Future-proofing your content (20)
Mehr von Scriptorium Publishing
Mehr von Scriptorium Publishing (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Future-proofing your content
- 3. #tcworldIndia17 The text cycle Hillesund,Terje. "Reading Books in the Digital Age subsequent to Amazon, Google and the long tail" First Monday [Online],Volume 12 Number 9 (3 September 2007). Retrieved on June 30, 2011. reading writing production storingrepresentation distribution content
- 4. #tcworldIndia17 Written content (once upon a time) reading writing production storingrepresentation distribution
- 5. #tcworldIndia17 Printed content, 1450ish reading writing production storingrepresentation distribution
- 6. #tcworldIndia17 Desktop publishing, 1980s reading writing production storingrepresentation distribution
- 7. #tcworldIndia17 Digital text content reading writing production storingrepresentation distribution
- 8. #tcworldIndia17 Digital audio/video/graphical content reading (consumption) writing (authoring) production storingrepresentation distribution
- 9. #tcworldIndia17 • Content storage and representation are often tied together. Exceptions: • Text-to-speech functionality • Animation with layers • Need the ability to separate audio and video into cycle components Use of audio and video limited by development process.
- 10. #tcworldIndia17 How do we future-proof each phase? reading writing representation distribution storing production
- 14. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Buy Customer journey Buy
- 15. #tcworldIndia17 • Content matters before Buy decision • After-sales content doesn’t matter Don’t care. Content strategy in the marketing funnel Buy Care
- 16. #tcworldIndia17 Pre-sales and post-sales content
- 17. #tcworldIndia17
- 18. #tcworldIndia17 Pre-sales versus post-sales • Persuasive • Product overview • Advertising • White paper • Factual • User documentation • Training materials • Knowledge base
- 19. #tcworldIndia17 Content strategy in the customer journey Buy Care Care Care Care
- 20. #tcworldIndia17 Convergence • Persuasive • Factual • Advertising • Product overview • White paper • User documentation • Training materials • Knowledge base
- 21. #tcworldIndia17 • Pay attention to reader requirements • Focus on the entire customer journey, not just “pre-sales” Reading or consumption reading
- 22. #tcworldIndia17 Distribution distribution • Personalized • Dynamic • Various media • Push (email, docs in the box) • Pull (web site)
- 23. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 24. #tcworldIndia17 Your reputation affects content distribution.
- 25. @sarahokeefe Customers who say their retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
- 26. #tcworldIndia17 • What are people saying about your content and your product? • Listen to them. Distribution distribution
- 27. #tcworldIndia17 Representation or visual appearance representation
- 28. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 29. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 30. #tcworldIndia17 • Reader controls which device is used • Reader can modify visual presentation • Accessible, adaptable content is key Representation or visual appearance representation
- 32. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 33. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 34. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 35. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 36. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 37. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Collaboration workflow
- 38. #tcworldIndia17 • Where does information originate and where does it go? • How do I align those systems? • “Single source of truth” Production production
- 39. #tcworldIndia17 • Information is encoded with the information needed to support reading, distribution, and representation requirements • Semantic tagging • Metadata to enable filtering Storing storing
- 40. #tcworldIndia17 Today, XML is the best available option for storage of complex content.
- 41. #tcworldIndia17 <note> <pitch> <step>G</step> <alter>1</alter> <octave>5</octave> </pitch> <duration>2</duration> <voice>1</voice> <type>eighth</type> <accidental>sharp</accidental> <stem>down</stem> <beam number="1">end</beam> <notations> <slur type="stop" number="1"/> </notations> </note> Complex notation flickr: pfly
- 42. #tcworldIndia17 • Content creators must understand downstream requirements and plan for them • Tag variants • Flag info for personalization • Localization • Reuse Writing writing
- 43. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 XML? Markdown? Forms?
- 45. #tcworldIndia17 • Hand-copied books • Generally commissioned • Often customized for the buyer • Gutenberg Bible • 42 lines of standard printing • Customized illumination Customizing content, then and now
- 46. #tcworldIndia17 Personalization in the Luttrell Psalter (circa 1320–1340) Geoffrey Luttrell
- 48. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 49. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 50. #tcworldIndia17 • Tone and voice • Language • Distribution • Encoding • Delivery Content facets
- 51. #tcworldIndia17 Contemporary tone means content ages fast
- 52. #tcworldIndia17 Slang is specific to culture and locale
- 53. #tcworldIndia17 Slang is specific to culture and locale
- 54. #tcworldIndia17 Slang is specific to culture and locale
- 55. #tcworldIndia17 A strong voice adds personality to your content.
- 56. #tcworldIndia17 A strong voice may limit geographic reach.
- 57. #tcworldIndia17 What do customers care about?
- 60. #tcworldIndia17 Map content approach to business goals flickr: Candie_N
- 61. #tcworldIndia17 • Writing standards • Media standards • Information architecture • Content model • Systems and software Content strategy
- 63. #tcworldIndia17 Map localization efforts to business goals flickr: ruthbruin
- 64. #tcworldIndia17 • Content for localization • Localization options Localization strategy
- 65. #tcworldIndia17 • Our world is connected • Globalized • Mobile • Context-aware flickr: stevendepolo The world
- 67. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 68. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 69. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 70. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 71. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17
- 72. #tcworldIndia17
- 73. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 74. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 75. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation - bullet and image
- 76. #tcworldIndia17 • Human translation • Machine translation • Transcreation Choose your method wisely…
- 77. #tcworldIndia17 • Machine translation • Machine translation with post-editing • Tiered localization strategy Use of machine translation is increasing Wikimedia: D J Shin
- 79. #tcworldIndia17 • Humans understand tone, style, and nuance. • Machines excel at terminology and predictable language. Human versus machine
- 81. #tcworldIndia17 • Ideal for custom messaging • Requires significant planning • Planning happens during source language planning • Highly effective, but very expensive Transcreation
- 82. #tcworldIndia17 • Partner with local market experts • Convey intent and approach • Collaborate on targeted messaging • Always test locally before deploying Transcreation
- 84. #tcworldIndia17 • Waterfall • Parallel • Agile/iterative Translation workflows
- 85. #tcworldIndia17 • The type of translation informs content and product design • The type of workflow informs project and release schedules • Find the best combination to maximize value • Keep corporate culture in mind Your choices matter
- 86. • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #tcworldIndia17 Transcreation Human translation MT plus PE raw MT Tier 1 Tier 2 Tier 3
- 87. #tcworldIndia17 • Focus on customer journey • Look at all components of the text cycle • Content strategy • Localization strategy Summary reading writing representation distribution storing production