Terminology and Taxonomy as Foundations of Enterprise Content … · 2019-10-29 · terminology...
Transcript of Terminology and Taxonomy as Foundations of Enterprise Content … · 2019-10-29 · terminology...
Terminology and Taxonomy as Foundations of Enterprise Content Strategy
Ben ColbornDirector, Technical PublicationsNutanix, San José
What is a Unified Content Strategy?A repeatable method of• Identifying all content
requirements up front• Creating consistently structured
content for reuse• Managing that content in a
definitive source• Assembling content on
demand to meet customer needs
Content Strategy Phase 1Technical Content CouncilGrass-roots effort by technical content producers
Mission StatementDetermine and maintain consistent voice, style, and terminology across all technical content produced by Nutanix Technical Publications, Education, Support, Technical Marketing, Solutions, UX, and others. Share living source content, resources, and guidelines to ensure a consistent user and information experience wherever Nutanix customers consume content.
Content Strategy Phase 2 Executive SponsorshipContent council gained executive sponsorship from CIO and engaged consultant
Business reasons• Treat content like an asset• Improve customer experience• Retain talent and knowledge• Reduce costs
• Increase productivity• Improve efficiency• Improve quality
Content Strategy Phase 3 Consultancy1. Consultant conducted interviews across the
company and made recommendations, namely to start with structure
2. Consultant conducted workshops (workflow, content modeling/reuse, taxonomy)
3. Working groups began evaluations and implementations
4. Consultant implemented Acrolinx
Start with Structure
Tech Pubs Education Support
Solutions/Technical Marketing
ProductMarketing
ProductUX
Common Taxonomy
Common Terminology/Style
Common Component Content Management System
Common Dynamic Delivery System
Content Strategy and Taxonomy
Having a taxonomy and maintaining it even in a crude tool (spreadsheet) enables content-producing teams to apply it in their content management and delivery systems
Terminology AssuranceEnvironment Tool/TechniqueCross-platform AcrolinxGit Post-commit hookDITA DITAnauts QA pluginCCMS Build processWord/PowerPoint Shared spellcheck dictionary
PowerShellFrameMaker FrameScript
Content Strategy and Lang. QualityBusiness Reasons Language qualityTreat content like an asset Long-lived and refined rather than
disposableImprove customer experience Consistent terminology and usage;
improved search resultsRetain talent and knowledge Virtual tutor/editor; capture rules in a
corporate systemReduce costs Reduced editorial oversight; improved
translation memory matchIncrease productivity
Support authors by encouraging them to follow rules when and where they need itImprove efficiency
Improve quality
Successes• Availability of CCMS• Adoption of taxonomy in
several key functions• Improved clarity of
terminology/style guidance• Adoption of Acrolinx by tech
pubs• Adoption of Acrolinx by
marketing for corp web site• Implementation of Acrolinx by
UI/UX
Challenges• 1-year delay in
implementation of CCMS• Indefinite delay in
implementation of DDS• Changes in the business
context • Changes in organizational
structures• Loss of interest/engagement
by some organizations• Articulating the value to the
CMO and CIO