Content Management and the Technical Communicator It’s a whole new ball game Margie ColesRita...
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Transcript of Content Management and the Technical Communicator It’s a whole new ball game Margie ColesRita...
Content Management and the Technical Communicator
It’s a whole new ball game
Margie ColesRita Warren
Content Management
November 9, 2002
Content Management and the Technical Communicator
When you hear about content management, do you feel like it’s taking technical communication field and changing all the rules of the game?
Content Management and Your Job
We’re here to tell you it is!
But the good news is, you already have the skills you need to play. All you need is learn a new set of rules.
Content Management and the Technical Communicator
Agenda
• A few words about content• What is content management?• Content management “flavors”• Key content management concepts• How technical communication skills fit in• Questions
Content Management and the Technical Communicator
The Content “Buzz”
• Content has long since been crowned “king”
• There are overwhelming demands to publish more content in more places
but…• Good content is time-consuming and expensive
to create• It’s hard to publish content across multiple
publications and media types• The answer? Content Management
Content Management and the Technical Communicator
What is Content?
• Content is information that is “published”
• Content can be text, graphics, media—or a combination thereof
PHASE 5
DEPT 6DEPT 5DEPT 4DEPT 3DEPT 2DEPT 1
PHASE 4
PHASE 3
PHASE 2
PHASE 1
DEPLOYMENT CHART
Content Management and the Technical Communicator
What is Content Management?
Content management is the infrastructure needed to support the creation, storage, access, and publishing of content—in a collaborative environment.
Think of content management as a set of processes and tools for efficiently creating and maintaining content throughout its lifecycle.
Create
Central Repository
Approve
Edit
Expire
Archive
Publish
Content Management and the Technical Communicator
Content Management Alphabet SoupDocument Management
Content Management
Digital Asset Management
Portal
Digital Rights Management
Web Content Management
Enterprise Content Management
Others…
Content Management and the Technical Communicator
Content Management Continuum
Storing and Finding Files for Later Reuse
Building Composite
Publications from “Chunks”
A key differentiator between the different “flavors” of content management is the degree of emphasis placed on building publications from separate pieces of content versus finding files within an organized system.
Content Management and the Technical Communicator
Content Management for Publishing
The basic principle of content management for publications is to separate content from its presentation.
This requires…
• Templates• Discrete segments of
content (“components”)• Repository for storing
content
• Standard processes for “tagging” content
• Workflow roles and processes
• Guidelines• Discipline!
Content Management and the Technical Communicator
Templates
• A template is a structured way of gathering and/or presenting information according to a predetermined set of requirements and constraints.
• Publishing templates fall into two major types:— collection templates (for input) and— presentation templates (for output)
Content Management and the Technical Communicator
Types of TemplatesCollection(Forms for input)
Presentation(Layouts for output)
Content Management and the Technical Communicator
Components & Elements
• A component is a content “chunk” that moves through a workflow as a unit.
• An element is the smallest unit within each content component.
• An element can appear on a page (real content) or help with tracking (metadata).
Content Management and the Technical Communicator
Examples
• article• press release• tech note• feature story• news item• product spec
sheet
• title• subtitle• author• body text• publish date• article type• target audience
Components Elements
Content Management and the Technical Communicator
The Repository (Database)
Central Content Repository
DM
DAM
WCM
Different “flavored” databases and tools often require integration for a total solution.
• Check-in/check-out• Metadata (tagging)• Secure access
(permissions-based)• Version control• Workflow routing and
notification
Content Management and the Technical Communicator
Workflows
• A workflow is a set predefined steps completed according to business rules and a schedule (similar to a project).
• A specific instance of a workflow is a job.• Each step is comprised of multiple tasks
to be completed by a single role.• Each step has a turn-around time.
Content Management and the Technical Communicator
Anatomy of a Workflow
Step 4Step 1
Step 4Step 2a
Step 4Step 2b
Step 4
Step 4Step 3a
Step 4Step 3b
Job Timeline or Schedule
Step Turn-around
Time
Content Management and the Technical Communicator
Anatomy of a Step
Step Name
Turn-Around Time:
Step Guidelines:
Tasks:
Task 1:____________________
Task 2:____________________
Task 3:____________________
Step Owner (Role):
Content Management and the Technical Communicator
Workflow and Roles
• A role is a specific function, not necessarily a single person.
• Determining approval steps and who will perform them is key.
• New publishing processes generally require new workflow processes, tracking procedures, and roles.
• Many content management projects are implemented without workflows or business rules in place to support collaboration.
Content Management and the Technical Communicator
Content Management In Action
Common Business Processes
Population of Templates
Online Publications
Print Publications
PublicationsCentral Content Repository
Images & /Media
Text
Components (Building Blocks)
Documents
Content Management and the Technical Communicator
Key Take-Aways
• “Content management” can mean many things to many people. Clarify the purpose— storing and finding versus publishing.
• Key concepts Guidelines and standards Templates Components and elements Repository Workflows
Content Management and the Technical Communicator
CM and the Technical Communicator
• How your skills apply to CM Communication principles Information architecture and design Project and publications management
• The CM opportunity For technical communicators working in
a company implementing a CMS For career advancement
Content Management and the Technical Communicator
TC Skill
Communication Strategies
• Interviewing stakeholders• Identifying target audiences• Analyzing user information needs• Understanding publication purpose and goals• Defining publication voice, style, tone
CM Need
• Content Strategy• Publication Design• User-centered design of CMS interfaces
Content Management and the Technical Communicator
TC Skill
Categorization Schemes
• Structuring InformationCreating a logical outline (TOC) for organizing a publication and/or classifying types of content
• IndexingDefining the various attributes that allow the audience to find the information they need
CM Need
• Taxonomy/Hierarchy Development• Metadata Modeling
Content Management and the Technical Communicator
TC Skill
Style Guidelines
• Creating copy style guides• Creating visual style guides• Company-wide and per publication
CM Need
• Content authoring guidelines• Content tagging guidelines• Template design
Content Management and the Technical Communicator
TC Skill
Information “Chunking”
• Breaking content into smaller, reusable pieces
• Often encountered when doing Help Files Single-Sourcing
CM Need
• Content component/element analysis• XML schema development
Content Management and the Technical Communicator
TC Skill
Information Design
• Layout• Visual design• Navigation design• Cross linking
CM Need
• Template Design• Defining Content Access Structures• User interface design for CMS
Content Management and the Technical Communicator
TC Skill
Managing Publication Projects
• Publication planning• Project management• Resource scheduling• Dealing with large
volumes of content
CM Need
• Workflow definitions• Project management during
implementation• Ongoing production management
Content Management and the Technical Communicator
The OpportunityYour Company Is Implementing a CMS
• Familiar CMS product names Documentum Interwoven Microsoft CMS Stellent Many others
• Your role in the implementation Help with content strategy Perform content analysis Do the workflow analysis Offer your project management skills Keep IT where they belong—in the back room!
Content Management and the Technical Communicator
The OpportunityYou’re Looking to Advance Your Career
• Demand for technical writers and editors has slowed with the downturn of the high-tech sector.
• Demand for content management systems is growing—especially among very large companies.
• Companies are starting to recognize that CM is not just about the technology—it’s about the content!
• Who knows content best? You do!
Content Management and the Technical Communicator
Key Take-Aways
• If your company is implementing content management—don’t get worried, get involved! You have exactly the skills they need for a successful project.
• If you’re looking to further your career, consider becoming a content management expert.
• Learn as much as you can about this new discipline called “content management”—the demand for your skills is growing stronger every day.
Content Management and the Technical Communicator
Resources
•Books•Web sites•List servs•Newsletters•Classes
See hand-out and visit www.ziacontent.com for a copy of this presentation.
Content Management and the Technical Communicator
Questions?
• About content management?• About CMS products• About careers in content management?
Thank you!
Margie [email protected]
Rita [email protected]