Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
How to Create an Agile Content Factory
1. @arockley • #intelcontent
How to Create an Agile Content Factory
Ann Rockley
CEO, The Rockley Group Inc.
@arockley
@arockley • #intelcontent
2. @arockley • #intelcontent
What is Agile?
• The methodology associated with Agile was developed for the
software industry to speed up the development of software
• Prior to Agile, the most common software development
process was the Waterfall process (sequential through the
lifecycle)
• Rather than waiting until everything is finished Agile creates
iterative interim deliverables that are assessed and rapidly
updated
3. @arockley • #intelcontent
Benefits of Agile
• Speed-to-market
• Flexibility/Agility
• Business engagement/Customer satisfaction
• Quality and consistency
• Reduced costs/increased resource availability
4. @arockley • #intelcontent
Situation
• Manage and publish our content in new ways
• Rushing to make deadlines so get content ‘in’
• Look to technology to solve problems
• Multiple silos all over the organization
5. @arockley • #intelcontent
Current processes
• Authors continue to put together content based on their
perceived way for how the content should be written/created
• Rush to address the ‘now’ and forget about the ‘future’
• Content is duplicated over and over again
• Silos limit awareness of what content already exists
• Customer needs are fragmented across silos
• Translation/localization is “not my responsibility” or “not
really sure what happens to it for translation”
12. @arockley • #intelcontent
How to manufacture content
• Modularize content
• Create guidelines/best practices for content chunk/topic size
• Pre-define content structure and uses of those structures
• Design for your future use of content, not just current
• Develop structured writing guidelines and incorporate
terminology management
13. @arockley • #intelcontent
Define content structures
• What are your content structures?
• What are you content assemblies?
• When do you use each of the structures?
• What is mandatory in the structure and what is not?
20. @arockley • #intelcontent
Beyond reuse/multichannel
• Personalized content/dynamic delivery based on
• Industry vertical
• Preferences
• Etc.
• Content in apps
• Content as product
• And more
21. @arockley • #intelcontent
Control content
• Develop reuse governance
• Develop a taxonomy and define metadata best practices
• Develop workflow now, not later
• Automate workflow
• Automate publishing
22. @arockley • #intelcontent
Reuse governance
• What content can be reused?
• How it can be reused (identically or with change)?
• Who is allowed to change reusable content?
• Where/when it can be reused?
23. @arockley • #intelcontent
Localization
• Content is chunked into components rather than documents
• Modules that are unchanged that have previously been translated
are not translated again
• New/changed modules are translated when they are approved, no
need to wait for the entire “document” to be complete
• A PDF of the section or document is provided to ensure that
sufficient context is available for effective translation
• When something changes, only the changed module needs to be
retranslated
24. @arockley • #intelcontent
Terminology management
• What are your style guidelines?
• What terms are acceptable?
• What are your grammar rules (comma/no comma,
capitalization, abbreviations)?
• Can these rules be automated?
25. @arockley • #intelcontent
Metadata
• Metadata is critical for the effective
selection and delivery of content
• Metadata can identify:
• Audience
• Region
• Product
• ‘Situation’
26. @arockley • #intelcontent
Workflow
• Workflow allows us to control our content throughout its lifecycle
• Roles
• Tasks
• Interactions
• Dependencies
• Wait states
• Approvals
• Exceptions
• Tracking metadata (attributes)
28. @arockley • #intelcontent
Automate publishing
• Hand-off publishing
• Templates/stylesheets
• ‘Pour’ content into stylesheets
• Refine stylesheets for optimum display, but never with
content in it
• Content should only be changed in source
29. @arockley • #intelcontent
An Agile Content Factory is:
• Based on the manufacturing paradigm
• Modular
• Consistently structured for infinite use and reuse
• Adaptable
• Managed