Smart content for marketing
Smart content offers huge benefits to marketing groups. Although using tags and metadata to author content adds an extra step to the process, it’s important to look at the overall value that the step can add.
In episode 142 of The Content Strategy Experts Podcast, Gretyl Kinsey and Christine Cuellar discuss balancing the implementation of a content management system (CMS), and component content management system (CCMS). This is part one of a two-part podcast.
“When you have two types of content produced by your organization and different groups in charge of that, and maybe they’re in two different systems, that it’s really important to get those groups working together so that they can understand that those priorities don’t need to be competing, they just need to be balanced.”
— Gretyl Kinsey
In episode 141 of The Content Strategy Experts Podcast, Alan Pringle and Christine Cuellar discuss the story behind LearningDITA, the free DITA training created by the Scriptorium team.
What we are trying to do with this site is give people a free resource where they can go and, at their own pace, learn about what DITA is and how it can apply to their content and their content processes. It’s a way to take some of the technical mystique out of it, to bring it down and help you learn what it is and how it works.
– Alan Pringle
Scriptorium is doing a lot of replatforming projects. We have customers with existing structured content—custom XML, DocBook, and DITA—who need to move their content operations from their existing CCMS to a new system.
These transitions, even DITA to DITA, require a solid business justification. Replatforming structured content is annoying and expensive. Most often, the organization’s needs have changed, and the current platform is no longer a good fit.
Note: This post focuses on transitions into DITA. There are surely DITA to not-DITA projects out there, but they are not in our current portfolio.
Good news: The technical problem of integrating marketing and technical content has been solved.
Bad news: The hard work is just starting.
The design-focused marcom perspective and the structure-focused techcomm perspective need to co-exist and co-create.
If you had told me in July 2015 that LearningDITA would have 10 courses and be available in three languages, I wouldn’t have believed you. Since the site’s initial launch, it’s grown from a single course to a major resource for those who need to learn to use DITA.
So you’ve decided to move your content to DITA. You want all the benefits of reuse and less expensive translation, and you’ve completed your content model. But now the question is, “What do we do with our existing content?”
Smart content offers huge benefits to marketing groups. Although using tags and metadata to author content adds an extra step to the process, it’s important to look at the overall value that the step can add.
Nested content is one of the biggest differences between structured and unstructured content.
Coauthored by Sarah O’Keefe and Alan Pringle
First published in 2001.
Structured authoring and XML represent a significant paradigm shift in content creation. Implementing structured authoring with XML allows organizations to enforce content organization requirements. The addition of hierarchy and metadata to content improves reuse and content management. These benefits, however, must be weighed against the effort required to implement a structured authoring approach. The business case is compelling for larger writing organizations; they will be the first to adopt structured authoring. Over time, improvements in available tools will reduce the cost of implementing structured authoring and make it affordable for smaller organizations.
Thinking about migrating unstructured content to XML? Take a hard look at your existing desktop publishing workflow. The maturity of your DTP process will have a big impact on a move to XML.
Following a template-based DTP workflow is not just about implementing best-practice processes. Templates make a potential move to XML less expensive and painful.
$0.21 per word.
That’s the average cost in the US to translate content into another language according to Slator, a translation news and analytics site. That number is not speculative; they analyzed the costs per word from over 80 actual proposals gathered by the US General Services Administration (GSA). You can view the source proposals here.
It is a common stereotype that an XML workflow for content is rigid, unbending, and free of creativity.
How do you know it’s time to move to XML? Consult our handy list of indicators.
The roles and responsibilities in an XML (and/or DITA) environment are a little different than in a traditional page layout environment. Figuring out where to move people is a key part of your implementation strategy.
What’s the first thing that comes to your mind when I say “XML and content”? If large technical documents and back-end databases pop into your mind, you’re in good company. But many content-heavy groups can benefit from adopting XML. Marketing is one of these groups.
Simon Bate provides a planning framework for implementing an XML-based structured authoring environment.
In this webcast, Simon Bate leads viewers through the key steps in using XSL (extensible stylesheet language) to perform XML-to-XML conversions, a process that differs from more traditional XML-to-PDF and XML-to-HTML conversions.
In this 41-minute webcast, Sarah explores how XML affects the management of technical communication and proposes a new system for measuring documentation quality.
To understand how XML changes technical communication, we need to step back and look at how the rise of information technology has changed the content development process. Through the 1970s, most technical communication work had separate writing, layout, and production phases. Authors wrote content, typically in longhand or on typewriters. Typesetters would then rekey the information to transfer it into the publishing system. The dedicated typesetting system would produce camera-ready copy, which was then mechanically reproduced on a printing press.
In a desktop publishing environment, authors could type information directly into a page layout program and set up the document design. This eliminated the inefficient process of re-entering information, and it often shifted the responsibility for document design to technical communicators.
Originally published in STC Intercom, February 2010
I spend a lot of time giving presentations on XML, structured authoring, and related technologies. The most common negative reaction, varied only in the level of hostility, is “Why are you stifling my creativity?”
Does XML really mean the Death of Creativity for technical communicators? And does creativity even belong in technical content?
STC Intercom, December 2009
The relatively low percentage of lone writers who have implemented XML is a logical result of the typical lone writer working environment. Given the current status of the authoring and publishing tools, any lone writer who implements XML will need to master fairly demanding tools and technologies.
Download the PDF (204K)
Formatting Object (FO) processors (FOP, in particular) often fail with memory errors when processing very large documents for PDF output. Typically in XSL:FO, the body of a document is contained in a single fo:page-sequence element. When FO documents are converted to PDF output, the FO processor holds an entire fo:page-sequence in memory to perform pagination adjustments over the span of the sequence. Very large page counts can result in memory overflows or Java heap space errors.
An updated version of this white paper is in Content Strategy 101. Read the entire book free online, or download the free EPUB edition.
Moving a desktop publishing–based workgroup into structured authoring requires authors to master new concepts, such as hierarchical content organization, information chunking with elements, and metadata labeling with attributes. In addition to these technical challenges, the implementation itself presents significant difficulties. This paper describes Scriptorium Publishing’s methodology for implementing structured authoring environments. This document is intended primarily as a roadmap for our clients, but it could be used as a starting point for any implementation.
STC Intercom, September/October 2009
XML is rapidly becoming part of the required knowledge for technical communicators. This article discusses the three most important reasons that you should consider XML: automation, baseline architecture, and consistency.
Download the PDF (144K)