Upload
marklewishyperwriters
View
592
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
Supporting the Business Plan: Do it, Prove it
LavaCon 2012
Mark Lewis
Quark
About Mark Lewis
Content Strategist, DITA Educator at Quark
STC Summit 2012 – 2013 Track Manager– Content Strategy and Design
Past Co-Chair:Oasis DITA for the Web SC
Manager: DITA Metrics group on Linked In
Guest Author
DITA 101 2nd edition“Fundamentals of DITA for Authors and Managers”
By the Rockley Group with Mark Lewis
For sale at LuLu.com
Technical Reviewer
Managing Enterprise Content: A Unified Content Strategy2nd edition
By Ann Rockley & Charles Cooper
For sale at Amazon.com
Author
DITA Metrics 101
Published by The Rockley Group
DITAMetrics101.com
Supporting the Business Plan: Do it, Prove it
LavaCon 2012
Mark Lewis
Quark
Do you have a
strategy?
Details
Details
Reasons to move to XML
Quark’s content goals
Brief definition of content strategy
Prove support corporate goals
Agenda
The Business Case
content reuse
Aligning CS & CG
Emphasis on XML
Translate
No formatting
Multiple formats
No proprietary word proc or page layout
Duplicate content
Reasons for moving to XML
The Big 3
Reduce cost
Formatting
Translation
Increase quality
Streamline the process
Quark’s Goals
Reduce cost
Reuse content
Increase quality
Showcase / Dogfood / Kool-Aid
Quark – Quark
Xpress
In.vision Research – XML Author
Different content goals ,
but same corp goal reduce cost
Halvorson, Kristina; Rach, Melissa (2012-02-10). Content Strategy
for the Web, 2nd Edition (Kindle Locations 524-525). Pearson
Education (US). Kindle Edition.
Kristina Halvorson and Melissa Rach
Content Strategy for the Web 2ed
Content strategy "Defines how you’re going to use content to meet
your business (or project) goals and satisfy your users’ needs.“
"In summary: Content strategy guides your plans for the creation,
delivery, and governance of content.“
"This defines how an organization (or project) will use content to
achieve its objectives and meet its user needs."
Content Strategy - Defined
Main categories:
Increase revenue
Reduce costs
Process improvement and automation
Risk mitigation
Common Corporate GoalsHandout
Common Corporate Goals
Reduce costs
Reduce development cost
Reduce translation cost
Reduce call center cost
Reduce product returns
Process improvement and automation
Reuse of honed processes
Risk mitigation
Increase quality
Improve governance
Minimize branding damage
Shown CS to Exec
Did you know corp
goals?
Stories?
Resistance?
Increase revenue
Common Corporate Goals
Sales team
Improve prospect engagement
More accurate information
Faster and easier access to information
Reduce learning time
Shorten sales cycles
Reduce time to market
For local products
For translated products
Improve branding
Smartphone
catchup
All
Product enhancement
Increase customer satisfaction
Increase quality
Better access to content
Call center improvement
Improved resources
Reduced response time
Reduced volume
Increase customer retention
More up-to-date information
Prospects read content when: buying,
learning, installing, using
Increase revenue
Common Corporate Goals
Product line expansion
Reuse processes
Reuse existing content
More languages and cultures
Do “user needs” map to corporate goals?
Make sure you and the executive agree what “user’s
needs” mean.
Content Strategy vs. Corporate Goals
Halvorson, Kristina; Rach, Melissa (2012-02-10). Content Strategy
for the Web, 2nd Edition (Kindle Locations 524-525). Pearson
Education (US). Kindle Edition.
Kristina Halvorson
Content Strategy for the Web 2ed
Content strategy "Defines how you’re going to use content to meet
your business (or project) goals and satisfy your users’ needs.“
"In summary: Content strategy guides your plans for the creation,
delivery, and governance of content.“
"This defines how an organization (or project) will use content to
achieve its objectives and meet its user needs."
Content Strategy - Defined
Product enhancement
Increase customer satisfaction
Increase quality
Better access to content
More up-to-date information
Call center improvement
Improved resources
Reduced response time
Reduced volume
Increase customer retention
Prospects read content when: buying,
learning, installing, using
Increase revenue
Common Corporate Goals
Product line expansion
Reuse processes
Reuse existing content
More languages and cultures
Emphasis on
Mobile,
My Content
User Needs maps,
but show exec
which u satisfy
Message to Exec was not in terms of executive goals,
which resulted in…
“Why would I want to spend a bunch of money, just to
make my tech writers’ lives easier?”
Content Strategy vs. Corporate Goals
Does exec know what you are doing?
Does exec know you are supporting corporate goals?
You must speak the executive language
Know the exec’s goals so you can present the right
metrics
Quote: Run your projects/department like a business
Supporting Corporate Goals
Proving Support
My savings trends and ROI data that I could use to communicate with an
executive and prove that I am supporting corporate goals.
Reduce cost
Formatting
Translation
Increase quality
Streamline the process
Quark’s Goals
Reduce cost
Reuse content
Increase quality
Showcase / Dogfood / Kool-Aid
Quark – Quark
Xpress
In.vision Research – XML Author
Supporting Corporate Goals
reduce development cost
reuse content
eliminate formatting costs
eliminate desktop publishing costs
reduced translation cost
reuse (already translated) content
reduced time to market
topic level
project level
reduced time to market for translated products
project level
Corporate Goal
Supporting Metric
Business Case
Reduce development cost
Reuse content
Business Case
Reduce development cost
Eliminate formatting costs
Business Case
Reduce development cost
Eliminate desktop publishing costs
Business Case
Reduce development cost
Reduced translation costs
TMS
Already XLAT
sentences
Business Case
Reduce development cost
Reduced time to market – topic level
Family of similar
products
Without
Reuse
With
Reuse
Business Case
Reduced time to marketProject-level
Without
Reuse
With
Reuse
Business Case
Reduced time to market
Translated
Products
Content Lifecycle
Where are you in the content lifecycle?
Thinking about XML?
Implementing XML?
Doing XML?
Content LifecyclePrediction vs. Actual
RequirementsDesign
Implementation
Development
Maintenance
Time
Prediction Actual
Supporting Corporate Goals
Sailing the Wine-Dark Sea: The Transformation from Technical
Publications to Information Experience
by
Paul Perrotta
Ben Jackson
Juniper Networks
“Run your business like a business”
What are the corporate goals
What content metrics prove your support of those
corporate goals
Synthesize the metrics you need to prove your
support of the business plan
Summarize: Of your executive list, here’s what we
CAN do with current resources
Summary
Conclusion