This session will offer a simple primer on how to help good content go bad. It’s surprisingly easy to mess up content delivery, and we’ll prove it by looking at some of the inappropriate and amusing examples that are served up daily all over the Internet. Using a simple three step approach, you too can be guaranteed to botch content delivery. Communicators from marketing, technical, or other fields probably insist on excellent content delivery. We will give in to them and also prove that delivering relevant, timely, and personalized content is just as easy and demonstrate how it can be done.

1. “Adding meaning and mobility to content”
1
How to Deliver
the Wrong Content
to the Wrong Person
at the Wrong Time
The Lavacon Conference on Digital Media and Content Strategies
October 7, 2012
PRESENTED BY:
DON DAY
MICHAEL BOSES
Copyright © 2012 Contelligence Group, LLC 7 October 2012

2. The Process
2
 To deliver the wrong content, to the wrong person,
at the wrong time
 Follow the normal content delivery process
 Just adhere to a few important rules:
Copyright © 2012 Contelligence Group, LLC 7 October 2012

3. How to Deliver the Wrong Content to
the Wrong Person at the Wrong Time
3
Don’t tailor Don’t use Don’t simplify Misuse Provide errata
your Schema version control SME review minimalism not updates
Plan Design Develop Review Approve Translate Produce Distribute Listen
Don’t granulize Don’t simplify Don’t auto- Don’t improve Don’t get
your content authoring mate QA technology customer
feedback
Copyright © 2012 Contelligence Group, LLC 7 October 2012

4. The Good News
4
 The same diagram can lead us to deliver the right
content, to the right person, at the right time
 That will be the basis for our session today
 But first, some shorthand
Copyright © 2012 Contelligence Group, LLC 7 October 2012

5. Some Shorthand
5
 “The Right Content, to the Right Person, at the Right
Time” is a mouthful!
 Let’s Abbreviate:
 Right Content (RC)
 Right Person (RP)
 Right Time (RT)
 RC + RP + RT = R3CPT (a slightly smaller mouthful)
Copyright © 2012 Contelligence Group, LLC 7 October 2012

6. Why Now More than Ever?
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R3CPT WAS ONCE A NICHE REQUIREMENT THAT ONLY
APPLIED TO FEW MISSION CRITICAL SITUATIONS.
NOW THE REQUIREMENT IS MAINSTREAM.
WHAT HAS CAUSED THIS CHANGE?
Copyright © 2012 Contelligence Group, LLC 7 October 2012

7. Why Didn’t We Need R3CPT?
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 Lack of information was a way of life
 We were used to waiting (and waiting, and waiting)
 The “emergency” pile on our desks was very small
 We organized our lives around these facts
Copyright © 2012 Contelligence Group, LLC 7 October 2012

8. The New “Info-Dependency”
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 Today, massive amounts of information are
immediately available
 No more pondering while we wait—decisions are
expected to be made in the blink of an eye
Copyright © 2012 Contelligence Group, LLC 7 October 2012

9. The New “Info-Dependency”
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 We no longer suffer from the “tyranny of the urgent”
 Urgent is the norm
 Misinformation is the new tyranny
 The “tyranny of not knowing”
Copyright © 2012 Contelligence Group, LLC 7 October 2012

10. The Crisis
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 The customer cannot accept less than R3CPT
 We must provide it or lose the customer
Copyright © 2012 Contelligence Group, LLC 7 October 2012

11. What is Good Content?
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 Accurate
 Current
 Authoritative Source
 Relevant
 Personalized
Copyright © 2012 Contelligence Group, LLC 7 October 2012

12. Who is the Person?
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 Personas are a very blunt tool
 People are complex and their response to
content is equally complex
 Personalization, not personas, allows you to
communicate with people
Copyright © 2012 Contelligence Group, LLC 7 October 2012

13. When is the Right Time
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 The right time to create the content is
before your user requests it
 The right time to deliver the content is
when your user wants it
 Platform is the critical factor in timely delivery
Copyright © 2012 Contelligence Group, LLC 7 October 2012

14. Does this Require XML?
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 The short answer is “yes” but authors must create it
using common tools:
 Microsoft Word
 Web browser
 Any kind of form
 Social media, twitter, etc.
 Creative solutions are the key to bridging the chasm
between content creation and content delivery
Copyright © 2012 Contelligence Group, LLC 7 October 2012

15. What is the Right Everything?
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 If we have the
 Right Content
 Right Person
 Right Time
Dynamic
 Right Device Publishing
 Right Language
 Right Context…
 What is it?
Copyright © 2012 Contelligence Group, LLC 7 October 2012

16. Dynamic Publishing Evolution
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Then:
Context-UX
Handle the platforms! Focused
Content
Focused
Presentation
Focused
Now:
Platform
Focused Free to focus on content
UX is the new imperative!
Copyright © 2012 Contelligence Group, LLC 7 October 2012

17. The Publishing Process
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Plan Design Develop Review Approve Translate Produce Distribute Listen
Knowledge Base Feedback
Static vs. Dynamic
Copyright © 2012 Contelligence Group, LLC 7 October 2012

18. Plan
Plan
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 Business Goals
 Information Architecture
 Taxonomy
 Semantics
 Metadata
 Content Model
Copyright © 2012 Contelligence Group, LC 7 October 2012

19. Design
Design
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 You have a schema if:
 You use XML
 You use a non-XML tool
 If you use Word
 If you write in a notepad
 AND follow a prescribed standard
 Is the standard relevant?
 If not, specialize it
Copyright © 2012 Contelligence Group, LLC 7 October 2012

20. Develop
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 Are my writers struggling?
 What support do they have?
 How easy to follow guidelines?
 Are they interviewing SMEs?
 Are they cutting and pasting?
 Can SMEs contribute directly?
Copyright © 2012 Contelligence Group, LLC 7 October 2012

21. Review
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 Review is a troubled process
 Simplify SME Review
 The big question: Do I Need a CMS?
 Not nearly as much as you need Version Control
Copyright © 2012 Contelligence Group, LLC 7 October 2012

22. Approve
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 QA is a step in the process
 QA is also a process
 Factually Correct
 Editorially acceptable
 Ok to release
 Complete
 Targeted
Copyright © 2012 Contelligence Group, LLC 7 October 2012

23. Translate
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 Why minimalize?
 What is minimal?
 Everything should be as simple as it can be…
 …and no simpler
 There is a tendency to forget either the first or
second part of Einstein’s statement
Copyright © 2012 Contelligence Group, LLC 7 October 2012

24. Produce
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 Production is changing rapidly
 Is it getting easier, or harder?
 What are your actual requirements
 Is there an easier way, i.e., Responsive Design?
Copyright © 2012 Contelligence Group, LLC 7 October 2012

25. Distribute
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• Static Content • Dynamic Content
 Identify persona  Model Characteristics
 Tailor Content  Enrich Content
 Stage HTML  Stage XML
Copyright © 2012 Contelligence Group, LLC 7 October 2012

26. Listen
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 Create a Knowledge Base
 It’s good to crowd source
 It’s better to remember what they said
 What makes the cycle work?
Copyright © 2012 Contelligence Group, LLC 7 October 2012

27. How to Deliver the Wrong Content to
the Wrong Person at the Wrong Time
27
Don’t tailor Don’t use Don’t simplify Misuse Provide errata
your Schema version control SME review minimalism not updates
Plan Design Develop Review Approve Translate Produce Distribute Listen
Don’t granulize Don’t simplify Don’t auto- Don’t improve Don’t get
your content authoring mate QA technology customer
feedback
Copyright © 2012 Contelligence Group, LLC 7 October 2012

28. About the Presenters
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 Don Day  Michael Boses
Ranking among the top XML technology Michael is a business analyst, product
leaders today, Don not only contributes to designer, and solution architect who
the success of individual projects and pioneered the simple capture and
products, his influence can also be found automated processing of XML content and
on nearly every XML initiative in who continues to drive innovation in the
production. content community.
Michael has headed some of the largest
Don’s efforts have resulted in multiple and most successful XML intelligent
patents, official recognition for his content initiatives in
contribution to reengineering IBM's industry, defense, and government. He is
information assets, and designation as an considered by many to be the leading
OASIS Distinguished Contributor for authority on how to make XML intelligent
convening and leading the OASIS Darwin content creation seamless and efficient in
Information Typing Architecture (DITA) an enterprise setting.
Technical Committee.
Copyright © 2012 Contelligence Group, LLC 7 October 2012

29. “Adding meaning and mobility to content”
29
For More Information:
www.contelligencegroup.com
Copyright © 2012 Contelligence Group, LLC 7 October 2012