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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.
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#cmworld
The Technical Communication
Futurist
5Revolutionary TechnologiesTechnical CommunicatorsCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
about mecontent strategistconference organizerfaculty at Berkeley iSchoolcolumnist EContent Magazinefrequent presenter at industry events
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
www.intelligentcontentconference.com
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
out this January from XML Press
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
before we starta caveat all of these topics deserve their own presentationthis is just the tip of the iceberg
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the problemtechnical communicators are overwhelmedand unprepared
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the problemmany of us treatthe world wide weblike the Ohio webor the American English web
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
that needs to change
we need to change
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the problem
technologyis acceleratingfaster than we are
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the problem
new devices and new marketsand new demands
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the problemoutdated notionsof success
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the solutionnew approaches new responsibilitiesnew roles and new tools
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the solution
precisionfueled by math and science
Sunday, October 20, 13
#cmworld
The Technical Communication
Futurist
5Revolutionary TechnologiesTechnical CommunicatorsCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
what is
technology?
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
technology is the purposefulapplication of scientificknowledge in the design, production,and utilization of goods and services
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
what technologiescan we not afford to ignore ?
I’ll provide a basic overview of each and some key points for pondering
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
#1automatedtranslation
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
akamachinetranslation
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
some know it asgoogle translate
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
but it’s much more
than thatSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
what is
automatedtranslation
?
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
automated translation isa process that usessoftware to translatecontent from onelanguage to another
Sunday, October 20, 13
#cmworld
why?do we need to know thisSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the world wide web[not the American English web]is the land of opportunity
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
in a global marketreaching customerspreviously viewed asout of scope is the goal
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
96%of the consumers on Earthdo not live in the US
Source: US Small Business Administration
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
but they allspeak English, right ?
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
wrong!Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
less than 6%of the world’s populationspeak English well enough
Source: Nationalencyklopedin
to understand your proseand techcomm mumbo-jumbo
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
many people whounderstand spoken Englishcannot read English
Source: Wikipedia
in fact, many cannot read at all
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
human translationcan be time-consuming and
expensivemany languages aren’t supported due to lack of resources
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
there are over 6,000languages spokenby the people of Earth
Source: Ethnologue
especially when you consider that
Sunday, October 20, 13
#cmworld
how?do we get startedSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
for both humansand machinesrecognize that today you write
our content must be both human- and machine-processable to have maximum ROI
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
first for machinesthen for humans
recognize that today you write
if content is not findable (by machine) or accessible (by machine) it doesn’t exist
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
is destined for humans
but machines are
of course the content you create
gatekeepers to success
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
were developed long before technology
recognize that writing rules
made instant globalcommunication possible
Sunday, October 20, 13
Sunday, October 20, 13
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
you learned in grade schoolLanguage Arts classes
recognize that writing rules
are no longer sufficientfor a world in whichLanguage Science is needed
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the vantage point of arules processing engine
examine your content from
and ensure it is optimizedfor machine translationsome do this today by making content conform to XML specifications
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
#2
automatedtranscription
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
automatedtranscriptionwhat is
?
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
automated transcription isa process that usessoftware to translatespeech to text
Sunday, October 20, 13
#cmworld
why?do we need to know thisSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
for many of the samereasons automated translationis needed AND the fact that videocontent is not keyword searchablewithout a transcription
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the content locked insideof video is hidden from view• CRM• integration• personalize
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
Sunday, October 20, 13
#cmworld
how?do we get startedSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
use one of severalsoftware providersto create transcriptionsfor your videos and post themalong with your videos
check out: koemei.com
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
transcription filescan also be translatedand the translations usedas sub-titles in other languages
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
#3terminologymanagement
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
terminologymanagementwhat is
?
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
terminology managementis the process of controllingthe words you use by organizingthem in a central repositorythat contains a list of approvedterms and rules for their usage
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
the goal of terminologymanagement is to ensure thatthe words that are mostclosely associated with yourproducts, services, and brandingare used consistently
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
terminology managementefforts result in a controlledvocabulary that is madeaccessible to all who need itacross your organizationas well as partners and service providers
Sunday, October 20, 13
#cmworld
why?do we need to know thisSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
terminology managementhelps ensure consistencythroughout your content assetsin both your sourceand you translated content
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
terminology managementcan help ensure legal and regulatory compliance, brandconsistency, enhanced content quality
Sunday, October 20, 13
#cmworld
how?do we get startedSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
seek guidance from aglobal content strategistto help you craft a terminology management strategy
and look for opportunitiesto standardize your content creation processes
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adopt a terminologymanagement system
check out: acrolinx.com
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
#4
adaptivecontent
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptivecontentwhat is
?Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive content iscontent that is structuredand designed adapt tothe needs of your customer
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive content changesnot just cosmetically,but also in substanceand in capability
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive content also adaptsto the capabilities of thedevice it is viewed on
if a GPS is available on a handheld device, the content will be ableto take advantage of “location aware” features of the device
automatically, on-demand
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
for example, an instructionlike ‘click’ on a laptopwould be automaticallyadapted to ‘touch’ on asmartphone and ‘say’ inan automobile GPS
Sunday, October 20, 13
#cmworld
why?do we need to know thisSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
customers demandexceptional experiences;their expectations have changedand they expect you tochange and adapt to their needs
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
responsive designis insufficient
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
responsive designersare the new webmasters(and we all know what happened to them)
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive contentmakes it possible for you topublish to multiple-platformsand to multiple-devices̶ often, automatically
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive contentis consistently structured,providing a predictablecustomer experience
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive contentis content separated fromformatting information;allowing authors to focuson what they do best
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive contentmakes your contentfindable and reusableby others who need it
Sunday, October 20, 13
#cmworld
how?do we get startedSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
adaptive contentinvolves rethinkinghow you create, manageand deliver content; it’s bestto seek advice from an experienced pro
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
there is no EASY button;moving to adaptivecontent involves work,but the pay-off (ROI) canoften be realized in months, not years
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
#5componentcontent management
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
componentcontent management
what is
?
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
component content managementis the creation, administration, organization and governanceof small, discrete, re-usablecomponents of contentxml structured content is key
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
component content managementfocuses on the storing ofcontent components thatare used to assemble documents
component content management systems are designed for this purpose
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
components of contentcome in various sizes andtypes and can be as smallas a single word or as large asmany paragraphs
they can be recombined/remixed to create new deliverables
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
components of contentcan take the form ofgraphics, hyperlinks orother repurposable content
your company logo, product description, value proposition, benefits
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
component content managementis about managing contentnot about managing files
content versus filesSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link
filesemail inviteprinted inviteregistration micrositeprinted programat-event signagevoicemail scripttelephone scriptadvertisingcontracttweet/updateblog postmobile app
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link
usagesamesamesamesamesamen/an/asamevaries (gold, silver, bronze)varies (deliveries)varies (gold, silver, bronze)same
Sunday, October 20, 13
#cmworld
why?do we need to know thisSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
structured contentcombined with CCMSsupports personalizedcontent and targeted marketing,increasing response rates
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
structured contentcombined with CCMSputs you in control ofyour content and can help yousave BIG $ on translation
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
because not all prospectsor customersare the same
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
you need componentcontent managementif you need to...
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
provide different typesof content to differenttypes of prospects and customers
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
re-use content acrossdocuments withoutcopying and pastingthe copy>paste reuse method is the most costly and error-prone
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
ensure content isconsistent across alltouch points, channels, and devices
single-sourcing: write it once, use it often is a best practice
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
translate contentonce and have itautomatically reflectedwherever it is reusedtranslation savings alone can often provide return on investment
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
publish to multipleoutput formatswithout the need formanual interventionformatting content for multi-channel output occurs automatically
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
involve a variety ofpeople in the creation,management and deliveryof content to those who need itcomponent content management systems are designed for this task
Sunday, October 20, 13
#cmworld
how?do we get startedSunday, October 20, 13
@scottabel #AdobeDay @LavaCon
seek guidance from acontent strategistwho understands both content and technology
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
implement a componentmanagement system
check out: astoriasoftware.com
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
wait, there’smuch more!
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
wirelesselectricity
look out for...
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
flexiblesurfaces
look out for...
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
wearablecomputing
look out for...
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
augmentedrealitylook out for...
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
finalthoughts
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
we need content craftspeople,content designers and to mature as a discipline
content engineers to help us shape, refineand grow digital content
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
compelling contentexperiences, we’ll have
in order to create
to leverage bothcontent AND code
Sunday, October 20, 13
@scottabel #AdobeDay @LavaCon
start thinking morelike engineers and less
and, we’ll have to
like writers and editors
Sunday, October 20, 13
#cmworld
The Technical Communication
Futurist
5Revolutionary TechnologiesTechnical CommunicatorsCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
Sunday, October 20, 13