Also authoring is going online, with web-based XML editors entering the market. While the initial step towards web-based working is often triggered by a need for cost-efficiency, a full transformation to web-based authoring is likely to revolutionize authoring more fundamentally. Typical online practices such as User Analytics, A/B testing, Responsive Design, Gamification, Mobile, Personalization and Community Management may be more relevant for authoring than seen at first sight. User friendliness has the potential to involve many new stakeholders to authoring and eventually blur the border between authors and readers. Direct feedback on content-use and tools that pro-actively assist authors while writing will help to increase content quality from the source. Benedictus will look at authoring from a web perspective and discuss ‘new combinations’ with the potential to innovate authoring in the years ahead. Altogether he expects that the relationship between producers and consumers of specialized content will develop to a circular one: closing the loop.

1. Bringing more ‘web’ to
authoring
Jan Benedictus
FontoXML – web based editor

2. How to engage SMEs?

4. My perspective: the web

5. Online means circular (or ‘agile’)
Concept
Design
Build
Maintain
Measure

6. Measure, adapt and be agile

7. Online behaviour

8. What drives online users?
Recognition Certainty
Easiness Profit

9. Is that relevant for SMEs?
Write Review Store Publish

10. A circular process
Write
Review
Store
Publish
Interaction ,
analytics

11. SMEs are part of their community
Community
SMEs
Editors
IA’s

12. Engage, not force

13. What engages experts?
Recognition Certainty
Easiness Profit

14. What engages experts?
Recognition Certainty
Easiness Profit

15. Recognition
• My content is being used
• My expertise is recognized and appreciated
• People ask me things..

16. Recognition - example
• Authors-only portal
• Discussion / responses
• Author profile
• Feedback on usage
• “Best article”

17. Direct feedback and support
Use
Users comments
Content quality
Ranking vs other authors

18. From engagement to writing
Recognition Certainty
Easiness Profit

19. Design is how it works
• SME’s are busy people, writing is a sideline or a task which
is not always liked
• The hurdle to contribute must be minimal
Easy to use is essential, but not enough
Tools must be nice to use (Identity)

20. Tool-identity

21. Easy to use
Don t make me Think: Steve Krug, 2005

22. Nice to use
Designing for emotion : Aaron Walter, 2011

23. Optimising the tool
• Easy and assuring
• No learning curve
• Identity is
compelling
• Adapt UI based
on feedback

24. Expert engagement
• The web-paradigm : users cannot be forced
• A ‘good’ tool is not enough, understand true motivators
• Close the loop: give recognition
• Tools-identity, specific for experts
• Measure and adapt (‘Tweak’), be agile

25. Blurring borders..
Community
SME’s
Editors
IA’s

26. THANK YOU
FontoXML is based on the lessons from15 years online publishing. It helps authors to write and
enrich structured en semantically rich content. It puts authors first, and aims to be more than
just an ‘easy to use’ tool.
We believe that authors cannot be forced to work with an online tool, but rather need to be
‘seduced’ to do so. “Closing the loop” implies giving automated and manual feedback to
authors while they are writing content.
FontoXML can be integrated in any web based workflowtool, suits any schema and CMS
Mail team@fontoxml.com for more info or a demo
@JanBenedictus
@FontoXML