The opening keynote at the 2015 Information Energy conference convened in beautiful Utrecht in the Netherlands. A talk that explored how the various content management disciplines can come together to help organizations to leverage their content more effectively and to improve their overall performance.

1. Integrated
Content
Management
Joe Gollner
@joegollner

2. Leveraging Different Perspectives
Constructing a composite view
by drawing on the experiences
of content practitioners

3. The Current State of Content Management
Decrepit shacks generally share a few
features: piecemeal construction and
no firm foundation. This pretty fairly
represents how the “content
management” industry has evolved.

4. Content Management Fighting Against Itself
Case Study: Disconnected &
competing CMS initiatives made a
bad situation much worse

5. The Problem of Silos
Peter Drucker stressed that
specialization was not something
that we can get away from.
There will be silos.
The goal is to bridge them.

6. Enterprise Content Management
ECM: Mirroring business silos
with archival silos and search
services that struggle to deal with
the massive volumes involved

7. Learning Content Management
LCM: Often a technology ivory tower,
leveraging specialized tools populated manually
with little to no reuse of source content

8. Web Content Management
WCM: Focused on the user
experience and facilitating key
user tasks like buying trucks….
Can become disconnected from
content sources with sometimes
disastrous outcomes

9. The Birth of Content
Understanding the nature of content
as the first step towards managing
& leveraging it
We did not always use the word
content the way we do today. This
change is instructive.

10. Understanding Content
One thing we need to do is
establish a sound and shared
definition of what we mean by
“content”

11. Finding Content in the Wild
We typically find content embedded in
the information products that are in use.
Sometimes prying content free from
these sources can be quite challenging

12. Modular Content
Once we have broken content
free from single-purpose
information products, it is ideally
made modular for easy reuse

13. Organized Content
Once modularized, content typically
coalesces around various types and this aids
in organizing and managing the content as
reusable assets that can be easily found

14. Assembled Content
To become useful, content needs to come
together into assemblies that can be
published as information products that
people will use to do what they need to do

15. Content Processing
Content processing powers the various changes
that need to happen to make content into
reusable assets and to turn those assets into
discoverable information products

16. The Content Life Cycle
Content
Acquisition
Content
Management
Content
Engagement
Content
Delivery
Content
Strategy
Information
Product
User
Task
Guidance
Feedback
Content is potential information.
It’s what we prepare in order to perform.
Information is a transaction that delivers content to someone.

17. Integrated Content Management
Content
Acquisition
Content
Management
Content
Delivery
Content
Engagement
Content
Strategy
Information
Resources
Web
Content
Management
Enterprise
Content
Management
Learning
Content
Management
Content assets can be staged as broadly
reusable information resources and this
is where various “content management”
disciplines can converge

18. Managing Content to Improve Performance
The potential
associated with
Content Assets
Information
Performance
becomes

19. Suzanne Briet – The Original Infomedian
Her “What is Documentation?” (1951) is a landmark in
information science. She defined documentation as an activity –
of exploring how silos can be bridged and constantly facilitating
the process of cross-disciplinary collaboration

20. Infomedians of the World – Unite!
This is what we are doing at Information
Energy 2015 in Utrecht. We are combining
our collective expertise and experience to
improve how we can help organizations
make the most of their content

21. Will you enter
the Dark Forest
of Content
Collaboration?
Will you seize
the prize that
comes with
Integrated
Content
Management?

22. Ars Contenta
Joe Gollner
Managing Director
Gnostyx Research Inc.
jag@gnostyx.com
Twitter:
@joegollner
Blog:
The Content Philosopher
www.gollner.ca
Aqua Mechanica

23. Gnostyx Research
Gnostyx Research Inc.
equips organizations with the tools and
knowledge they need to make the most
of their content.
As an independent solution provider that
specializes in leveraging open standards
and extensible technologies,
Gnostyx offers:
 strategic guidance
 implementation assistance
 learning resources
 extensible technology components