Content creation metrics are just as important as the metrics used in analyzing your published content’s reach and impact. Do you have consistent, trustworthy metrics for your content workflows? No matter where you are on the path from unstructured content toward Intelligent Content, metrics matter. Do you have any idea how your content creation metrics will change as you take up the challenge of creating Intelligent Content—and more importantly, how they will impact your budget and resource needs over time? For example, what is the difference in average number of pages per day when writing unstructured vs. well-structured content? Do the numbers vary significantly between generic web content and deep technical content? Do changes within the editing discipline track with changes within the writing discipline or with governance… or with neither of these? This session will address these questions—plus the fundamental tasks of creating baseline metrics and integrating changing metrics into your budget planning.
5.
Intelligent Content is content that is structurally rich
and semantically categorized (structured)
Content that is locked within a specific format takes a
significant amount of effort, work, and cost to change
Structure makes it possible to manipulate content. We
can automatically determine how to publish content to
multiple channels by mapping the structure of the
content to a particular style in the output
Ann Rockley “Managing Enterprise Content” Ch2.
Intelligent. Structured.
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{cool
Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
5
6. But also…
Intelligent Content efficiencies do not happen in a
vacuum
There are costs associated with the changes in
the process of moving toward IC – across planning,
authoring, and publishing
We know this because we pay attention to our
metrics
If we can understand and predict the changes in
our metrics, we can plan for the work
The reality, and why we’re here
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
6
13. If metrics are the only goal,
people may perform to them –
instead of focusing on creating
the best content
{
Conversely, metrics can be
used to drive performance too
hard, especially in “continuous
improvement” environments
Metrics are the “secret sauce”
behind bids and profit margins
Why metrics can be contentious
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
13
14. Know your critical metrics
{
Track & confirm
Re-measure periodically
Use your metrics for planning
Metrics ≠ performance
Metrics are critical for planning
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
14
16. What is your workflow?
{
What’s meaningful?
What do your tools automate?
What will help you make a
case?
http://simonmainwaring.com/wp-content/uploads/2010/08/start.jpg
Where to start
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{if you haven’t already
Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
16
21. {
In any change process, there is a
delta
Your “Period of Chaos”
Find it – or pick one. Measure it.
Lather. Rinse. Repeat.
Imgsrc: http://leondejuda.org/db_pict/ciu_pict/631.gif
So, how do workflows change?
{note: ymmv
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
21
23. Design and
Model
Define (spec) and
Author
Production
and Delivery
Content
Development
Plan,
Strategies,
Audits, etc.
CDP Reviews,
modifications,
vet against
schedules
Some Lane 2
work may
begin
Reviews
Taxonomy
Content
Models
Content
Flows
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I18N
Resource
planning and
allocation
Production
environment,
Templates
build,
Style guides
(tech,
legal, etc.)
Writing &
Editing
Cycles
Load
Balancing
(iterations)
Alpha / Beta
Production
Integrations
Integration
testing
Translation
(one zillion
other things)
Distribution /
Publish
23
Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
24. Where in the process
Which tasks
{
How much
When does it apply
Repeatability
Scalability
Similarity
How much do metrics change?
{is it possible to quantify?
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
24
26. {
Cry
Pass out
Get dragged along the pavement
So much inconsistency!
What can we trust?
{don’t give up!
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
26
27. Planning
Taxonomy development
Writing
{
Editing
Review
Globalization or I18n
Publishing
Other points in your workflow
Let’s look at the workflow again
{we’re smart; we can work this
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
27
29. Area = anticipated change in impact on IC
process & efficiency results
Planning
Most
influence on
IC results
Design
(Plan)
Model
(Build)
Planning Processes, tools dev:
• Least impact on continuous metrics
• Most impact on “NRE” metrics
• Not “no” impact on metrics for IC
Define, Spec,
Author, Review
Globalization / I18n
Most benefit
from reuse
Production
Production & Delivery
Authoring, globalization:
• Impact on metrics increases
with reuse
• Globalization impact can be
massive
Publishing & content
• Massive economies of
scale
Area = anticipated change in metrics
from unstructured to structured content
Expect metrics to change these ways
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
29
30. Gather metrics!!!
Re-measure. Frequently.
ALWAYS target reuse
{
DITA when it makes sense
CCM/CMS as early as possible
Invest in the taxonomy process
Extrapolate metrics changes by
amount of reuse and complexity
of your process
Understand the “efficiencies”
graphic and use that to baseline
your planning
The big message:
Optimize for how your metrics change
{every business, every project, is unique
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Shawn Prenzlow - TheReluctantStrategist.com
@RelStrategist
30
This presentation is targeted for people who are just starting, or who are in the midst of, moving from unstructured content to “Intelligent Content”; content that is semantically structured. But, anyone who creates plans or strategy for content projects may find useful nuggets in this presentation.
See Ann Rockley’s book “Managing Enterprise Content” for a great definition of Intelligent Content.
What is Intelligent Content?
Intelligent Content results in many efficiencies and savings. But they don’t come immediately or “for free.”
Workflow metrics are critical for your project planning, including all the items listed on this slide and more. As well, I’ve found them to be instrumental in making a case for budget and resource requests.
You don’t have to collect metrics as detailed as this.
Or this. But if your tools provide this level of detail, yay!
Even if you only capture this level of detail, you have started somewhere and can start making more informed decisions and requests.
If you go on LinkedIn, ListServ, or anywhere else people are talking about metrics: The conversations can get heated. People have strong opinions about collecting and using metrics. For good reasons.
But. If you don’t have metrics, how will you know how long it takes you or your team to do work? How will you know how many resources you need to reach your goals or commitments? If there is a huge discrepancy between what you’re being asked to do and the resources you’ve been given, metrics are some of the best ways to clearly show the gap; then you can start the conversation about how to resolve the discrepancy.
Metrics don’t have to be perfect to be meaningful. Look at the variance here – and this is work by the same team: same set editors across a variety of authors (some SMEs, some tech writers). And that variance in the results is fine. The important thing is to understand that you may sometimes have that variance. And if you can figure out when – well, even better.
Ok. So let’s go back to the progression of Intelligent Content. What changes as content authoring becomes more semantically structured?
Remember, your points of variance may be different from other teams. In fact, each product or project may vary.
A generic authoring workflow
A more comprehensive project workflow. Remember that metrics will shift for lanes 1 & 3 – not just for lane 2 (authoring) work.
Can we quantify the changes in the workflow processes?
It’s extremely difficult to make general predictions for how workflow metrics will change during the transition from unstructured to semantically structured content. As shown here, every tool or process used may result in different rates of efficiencies.
The numbers in the previous slide are all over the place. Other numbers you find may conflict or directly contradict each other. Yep. That’s the reality.So, what can you do? How can you plan? Let’s look at the big picture….
Remember, the changes for creating Intelligent Content don’t happen only in the authoring process. They happen in all phases of the project.
Here’s a simplification of the areas of the workflow on the previous slide.
Think about the workflow items, or phases, as changing in ways that impact reuse more or less. Changes in the planning phases will happen; it takes more Design and Model time for Intelligent Content. However, (generally, after the learning curve) work metrics for authoring get better. And Globalization and Production metrics are profoundly reduced for Intelligent Content.
Gather the metrics that are meaningful for your work and business. Then, using the understanding of where work will take more or less time (slide 29) and the practical steps here, you will have a stronger toolset for planning and strategy for your content projects.
Don’t hesitate to contact me! Let’s talk workflow metrics and content project planning! @RelStrategist and TheReluctantStrategist.com.