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IntegratedContent
ManagementJoe Gollner@joegollner
Leveraging Different Perspectives
Constructing a composite view by drawing on the experiences
of content practitioners
The Current State of Content Management
Decrepit shacks generally share a few features: piecemeal construction and no firm foundation. This pretty fairly
represents how the “content management” industry has evolved.
Content Management Fighting Against Itself
Case Study: Disconnected & competing CMS initiatives made a
bad situation much worse
The Problem of Silos
Peter Drucker stressed that specialization was not something
that we can get away from.There will be silos.
The goal is to bridge them.
Enterprise Content Management
ECM: Mirroring business silos with archival silos and search
services that struggle to deal with the massive volumes involved
Learning Content Management
LCM: Often a technology ivory tower, leveraging specialized tools populated manually
with little to no reuse of source content
Web Content Management
WCM: Focused on the user experience and facilitating key user tasks like buying trucks….
Can become disconnected from content sources with sometimes
disastrous outcomes
The Birth of Content
Understanding the nature of content
as the first step towards managing
& leveraging it
We did not always use the word
content the way we do today. This
change is instructive.
Understanding Content
One thing we need to do is establish a sound and shared
definition of what we mean by “content”
Finding Content in the Wild
We typically find content embedded in the information products that are in use.
Sometimes prying content free from these sources can be quite challenging
Modular Content
Once we have broken content free from single-purpose
information products, it is ideally made modular for easy reuse
Organized Content
Once modularized, content typically coalesces around various types and this aids in organizing and managing the content as
reusable assets that can be easily found
Assembled Content
To become useful, content needs to come together into assemblies that can be
published as information products that people will use to do what they need to do
Content Processing
Content processing powers the various changes that need to happen to make content into
reusable assets and to turn those assets into discoverable information products
The Content Life Cycle
ContentAcquisition
ContentManagement
ContentEngagement
ContentDelivery
ContentStrategy
InformationProduct
UserTask
Guidance
Feedback
Content is potential information.It’s what we prepare in order to perform.
Information is a transaction that delivers content to someone.
Integrated Content Management
ContentAcquisition
ContentManagement
ContentDelivery
ContentEngagement
ContentStrategy
InformationResources
Web Content
Management
Enterprise Content
Management
Learning Content
Management
Content assets can be staged as broadly reusable information resources and this is where various “content management”
disciplines can converge
Managing Content to Improve Performance
The potential associated withContent Assets
InformationPerformance
becomes
Suzanne Briet – The Original Infomedian
Her “What is Documentation?” (1951) is a landmark in information science. She defined documentation as an activity –of exploring how silos can be bridged and constantly facilitating
the process of cross-disciplinary collaboration
Infomedians of the World – Unite!
This is what we are doing at Information Energy 2015 in Utrecht. We are combining our collective expertise and experience to improve how we can help organizations
make the most of their content
Will you enter
the Dark Forest
of Content
Collaboration?
Will you seize
the prize that
comes with
Integrated
Content
Management?
Ars Contenta
Joe GollnerManaging DirectorGnostyx Research [email protected]
Twitter: @joegollner
Blog:The Content Philosopher
www.gollner.caAqua Mechanica
Gnostyx Research
Gnostyx Research Inc.equips organizations with the tools and knowledge they need to make the most of their content.
As an independent solution provider that specializes in leveraging open standards and extensible technologies, Gnostyx offers: strategic guidance implementation assistance learning resources extensible technology components
