To watch the record presentation - http://bit.ly/LE8ELu We’d all like to improve the ways we deliver content, and we’ve all heard the buzzwords that describe how – intelligent, socially-enabled, dynamic, live, mobile. Many of us using DITA struggle with how to get there from where we are today: creating static publications in a linear workflow. When it comes to preparing to make the change, you may be asking yourself, “What’s important, what’s possible today, and what can I do right now to get going?” In this webinar, Paul will share his perspectives on how DITA forms an excellent foundation for publishing dynamic content. We'll answer these questions: What is Intelligent Content, and why should I care? Why is DITA well-suited as a format for creating and managing dynamic content? What are the new challenges created by dynamic delivery, and how can we meet them? What is Socially-Enabled Content, and why should I care? Why does the role of the Information Developer need to evolve to that of Content Curator? What things will we have to do differently? What technologies matter now and in the near future?

1. Making Your DITA
Come to Life
Paul Wlodarczyk
CEO, Jorsek LLC
May 30, 2012

2. Poll: DITA Dynamic Content
Are you delivering dynamic DITA content?
• Currently delivering “live” content
• Planning it this year
• Planning it in the next year
• Planning it in the next couple years
• No plans for dynamic delivery
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3. Got DITA?
DITA ≠ Intelligent Content.
Why?
DITA has historically focused on
producing documents, so….
… DITA standards are very much
about – shocker! – publishing
documents…
… and the impact has been on,
well, DOCUMENTS.
The world has changed since
DITA was invented.
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4. The Document Publishing Mindset
Component Content made document publishers more productive…
Reuse:
• Multi-channel output
• Shared Content
• Profiling / Filtering
• Localization
DITA helped transform the publishing department into a Content
Foundry. But the focus remained on the publication.
But because DITA improved our ability to do the same things more
productively, and because DITA was complicated, it took our eye off
the consumer, who needed us to do entirely different things.
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5. We don’t consume information the way we did
five or ten or twenty years ago.
read-only
hardcopy
passive
alone
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6. Today we don’t read publications alone.
We interact with information appliances in communities.
discover
tag
comment
share
discuss
contribute
rate
connected
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7. DITA helped us …
… to do THAT better, faster, and cheaper….
… so how can it help us do THIS better?
And what do we need to do differently?
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8. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
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9. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
Customer
Support
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10. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
Field
Service
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11. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
Operations
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12. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
Sales
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13. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
Customer
Self-
Service
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14. Breaking Out of the Publishing Mindset
Think of the Business Processes your content enables:
Now ask yourself:
• What enterprise systems do those content
consumers rely upon, and how do we get our
component content there?
• Are these systems socially enabled, and how do
we route that social content back into info dev?
• How do those business processes define and
measure success?
If you can inject your DITA content into these
business processes and systems, and improve their
success, then it’s truly Intelligent Content.
Otherwise it‟s just another portal
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15. Live Content ≠ Intelligent Content
Our view of Intelligent Content is evolving. Truly Intelligent Content does not live in
its own Live Content server – it lives in the socially-enabled enterprise application.
Live Content Server Intelligent Content Application
• Stand-alone silo of content • Content integrated into
on a dedicated enterprise existing mission-critical
system (“content portal”) enterprise applications
• One-way – an “off-ramp” to • Two-way – also an “on-
repurpose a publication ramp” for social content
• Content-centric • Results-centric
• Portal for document-based • Mash-up of structured and
content unstructured content
• Browse-based Navigation • Search and Discovery
• “An Arrow” • “A Closed-Loop”
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16. Socially-Enabled Intelligent Content
DITA is an ideal format for flowing into the
socially-enabled enterprise systems your content consumers rely on:
Why? Because it’s
• Lean and granular
• Easily transformed
• Semantically rich
• Task oriented
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17. Example: Customer Support
Here’s what you have today if you’re creating component content.*
Component Content is NOT Intelligent Content, and NOT socially enabled.
DITA
SME
DITA Collaborative DITA
Authoring CMS of Topics
FAQs DITA OT
Procedures
Specs
Best Practices
Tutorials
publications
Customers
Info Dev DITA
OLD CONTENT LIFECYCLE
*If you don‟t have this, drop us a line, we‟ll show you how…
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18. Example: Customer Support
Note that as content is published into document output formats, it loses
granularity and becomes semantically poorer.
This is why document formats like HTML are poorly suited for Intelligent Content.
Granularity
Semantic
DITA
Richness
SME
DITA Collaborative DITA
Authoring CMS of Topics
FAQs DITA OT
Procedures
Specs
Best Practices
Tutorials
publications
Customers
Info Dev DITA
OLD CONTENT LIFECYCLE
*If you don‟t have this, see me at our booth later…
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19. Example: Customer Support
In this e-Support example, DITA content is transformed into the support and
knowledge base system’s native format (usually semantically rich structured data)
This is now Intelligent Content.
known issue
new issue
Support
Case Base Support
Native
DITA PIPELINE
Format
Web Self Phone
Support Help Support Email /
Chat
DITA Knowledge Base Support
SME
DITA Collaborative DITA
Authoring CMS of Topics
FAQs DITA OT
Procedures
Specs
Best Practices
Tutorials
publications
Customers
Info Dev DITA
INTELLIGENT CONTENT LIFECYCLE
BTW If you don‟t have this, see me at our booth later…
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20. Example: Customer Support
Social content (ratings, reviews, comments, contributed content, suggested
changes, etc.) is routed to information development from the enterprise system
via workflow, to inform new content development or revisions.
This is now Socially-enabled Intelligent Content. known issue
new issue
Support
Case Base Support
DITA PIPELINE
Web Self Phone
Support Help Support Email /
Chat
DITA Knowledge Base Support
SME Workflow
social
content
DITA Collaborative DITA
Authoring CMS of Topics
FAQs DITA OT
Procedures
Specs
Best Practices
Tutorials
publications
Customers
Info Dev DITA
SOCIALLY ENABLED INTELLIGENT CONTENT LIFECYCLE
We‟ve begun to demonstrate this concept in MindTouch…
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21. Extending the Example
Each enterprise system will consume different subsets
of component content, on different schedules, with
different semantics. Some will pull content; others LMS
will need a push. Most have their own content
management, search, and workflow that need to Support
integrate with the component CMS.
Native
Formats Web Site
DITA PIPELINE
Field Service
Enterprise Portal
CMS of Topics
FAQs
Procedures
Specs
Best Practices
CRM
Tutorials
Component Enterprise
Content Management Platforms
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22. Extending the Example
As DITA flows to more systems, it becomes clearer that the
source component content needs to be:
LMS
• Semantically rich
• Accessible through an API
Support
• The authoritative source
Native
Formats Web Site
DITA PIPELINE
Field Service
So the CCMS needs
to be viewed as an
enterprise resource, Enterprise Portal
CMS of Topics
not just a tool for FAQs
Procedures
the publishing Specs
CRM
Best Practices
department. Tutorials
Component Enterprise
Content Management Platforms
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23. Component Content is “Enterprise-Ready”
… but for many, our publishing technology and processes are not ready
for Intelligent Content. We need to focus on improving:
Findability
DITA is well-suited
for granular
retrieval, but needs
richer metadata to
support semantic
search in the target
system.
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24. An evolving view of Component Metadata
Today if DITA publishers use metadata, it’s primarily for publishing
operations. Publishers need to evolve their thinking and practices for
metadata to support the semantic search needs of enterprise systems.
DITA Metadata Intelligent Content Metadata
• Authors finding content • Consumers finding
to reuse answers to questions
• CCMS search • Web discovery
• Metadata for profiling • Metadata for
and filtering personalization
• Metadata for publishing • Metadata for faceted
and content management search and navigation, and
to surface related content
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25. Component Content Evolution
We aren’t delivering publications anymore. We are delivering content
that is ready for the enterprise.
To support findability of Intelligent Content, the component becomes
the deliverable. What needs to change?
1. Information Development needs to deliver
semantically tagged content components. Delivering
tagged publications (e.g. PDF) won’t suffice.
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26. Component Content Evolution
We aren’t delivering publications anymore. We are delivering content
that is ready for the enterprise.
To support findability of Intelligent Content, the component becomes
the deliverable. What needs to change?
2. Information Development can no longer deliver non-
semantic component content (e.g. HTML). The
semantic richness needs to be preserved for the
consuming system.
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27. Component Content Evolution
We aren’t delivering publications anymore. We are delivering content
that is ready for the enterprise.
To support findability of Intelligent Content, the component becomes
the deliverable. What needs to change?
3. Taxonomy management, controlled
vocabularies, metadata management, and search
optimization become new core competencies and
capabilities for info dev.
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28. Enterprise Systems are Increasingly “Social”
… but our technology and processes are not ready for socially
enabling content, or for digesting social content. We need:
Curation
Processes need to
support curation of
user-generated
content (UGC),
and routing of
ratings, feedback,
and comments to
content owners.
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29. Why Wiki ≠ Socially Enabled Intelligent Content
Many organizations
want a “DITA Wiki”.
Why?
• Live Content Portal
(search and nav)
• Gather user
comments,
discussions,
corrections
• Enable user-
generated content
(UGC)
“You say „wiki‟ like it‟s a bad thing…”
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30. Why Wiki ≠ Socially Enabled Intelligent Content
Issues with Wikis:
• No separation of social
content and authoritative
content
• Supporting two content
models
• Need for curation
• Round-tripping content
Without curation,
Wikis very quickly
become content
JUNGLES.
“You can‟t have a garden without a gardener.”
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31. Social Content Integration requires:
Improved Technologies:
• End-user tools that support
directly-annotating
structured content
• Integrated between
enterprise application
workflow and info dev
workflow VS
• DITA Standards for social
content and annotation
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32. Social Content Integration requires:
Improved Processes:
• Closer organizational
integration of info dev with
business processes
• New roles for information
development
– Content curators
– Community monitors VS
– Channel managers
• Shared goals for information
development and business
process owners
– Measures based upon business
process improvement (e.g.
“Mean Time To Solution”)
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33. Social Content Integration requires:
Information Developers as
Content Gardeners:
• Need to change the mindset of
“batch” publishing or “projects”
• Need to view social content curation
as a continuous process, with
authoritative content as evergreen
• This requires changes to the way we
resource information development VS
(staffing a process vs. a publishing
project)
• Requires new value-focused metrics
and measures of success (e.g. end-
user success, or service / support
performance. Not publishing
operations productivity)
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34. Key Points
Our view: Content is
truly Intelligent when
component content is
integrated into the context
of a business process and
its supporting enterprise
applications.
What we see: Enterprise
business applications
quickly are becoming
socially enabled.
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35. Implications
• Component Content needs to be
semantically rich.
• CCMSs manage the Authoritative Source,
and need to enable push/pull and
transformation.
• CCMS Content Lifecycle needs to integrate
with enterprise systems’ workflow.
• Social Content (posts, tags, ratings,
comments, annotations) needs to flow
back to info dev.
• Info Dev needs to be engaged with the
communities for whom they write.
• Knowledge Management needs to happen
someplace…
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36. Poll: Dynamic Content
What business process will you support with dynamic content?
• Customer support / self-help
• Intranet or Web site
• Field Service
• Sales and/or Marketing
• No plans for dynamic content delivery
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37. Questions?
Thank you!
paul@easydita.com
easyDITA.com
877-492-2960
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