In this opening session, Scott Abel, a.k.a. The Content Wrangler, explores the importance of content and the need for keeping the focus on it, especially when trying to add intelligence to it. This 30-minute session serves as an introduction to the It’s About The Content track.
by Mark Lewis
In this opening session of the DITA Summit at Intelligent Content 2012, host Mark Lewis kicks off the three day DITA-focused mini-event with an introduction to DITA and an exploration of its importance to the creation of intelligent content.
by Ann Rockley
In this preconference opening session, intelligent content guru Ann Rockley defines intelligent content and explores the need for it when creating eBooks, enhanced eBooks, interactive web content, and apps. Ann makes the business case for a unified intelligent content strategy—a repeatable, systematic approach that facilitates the efficient and effective delivery of information to to the right people, at the right time, in the right language, and in the right format, on the device the customer chooses to use. This session acts as the official kickoff of the Mobile Applications and eBooks track.
In this hands-on session, attendees learn the basics of the DITA Open Toolkit. After installing the toolkit and verifying that the installation works to produce default (ugly) output, attendees will have an opportunity to modify HTML output to produce something more attractive. Techniques will include modifying CSS, modifying XSLT, and understanding the Open Toolkit’s overall architecture.
All attendees should bring a laptop with a favorite text or XML editor installed.
[Suggestion: complete this workshop if you also plan to participate in Getting Started with PDF Publishing from the DITA Open Toolkit.]
Results. Everyone wants them from digital content, whether to boost sales, advance a cause, or save on customer service costs. But how do you create content that influences results? And how do you evaluate whether your content efforts are working? This workshop, based on the best-selling book Clout: The Art and Science of Influential Web Content, will help you answer those questions so your content is intelligent and influential.
by Robert Rose
Microsoft used to ask as its tagline “Where do you want to go today?” Today that question has changed to “Where are you right now?” Gartner has said that within the next few years, context-aware computing will be as important to mobile services as search is today. Consumers now expect content to be enriched with contextual relevance—using their devices, location, presence, social attributes, and even behavior to meet their immediate needs. Let’s explore how, as communicators, we can use context to make our marketing better. Let’s look at companies and strategies that are successfully utilizing context as part of their overall content and marketing strategy. And while we may not be ready to make our full content available as an API service today, we explore a few actionable plans that we can put in place to start deploying these strategies in our own businesses immediately.
by Leigh White
So you’ve got some DITA content. Great! Now how do you turn it into a nice PDF with your corporate look-and-feel? The DITA Open Toolkit is free, and that always has a huge appeal, but it’s not exactly user-friendly. You don’t have to be a programmer to use it, but it helps to know where to start. This workshop is in three parts. Using some sample content, we’ll set up a ditamap and bookmap. Next, we’ll create an ANT build file to kick off the whole publishing process. Finally, we’ll work through a few simple stylesheet changes that can serve as an example of the things you can do to customize your PDF output. While this workshop just scratches the surface, it will demystify the Open Toolkit and provide you with enough understanding of the basics to continue working on your own. You’re encouraged to bring a laptop (with the DITA Open Tooklit installed) so you can work along with the demos. If you just prefer to watch, that’s fine too.
[Suggestion: Consider first attending Down the Rabbit Hole: Getting started with the DITA Open Toolkit if you plan to take this workshop.]
When we’re looking for information on the Web, search is the first method we think about. But when we enter our terms into the search engine, we’re often frustrated at the results. How many times have you successfully found exactly what you need on the first try? Or even the second try? By the third attempt, most people give up, if they haven’t already.
Indexes can guide you to the information you need. During this workshop, veteran technical writer/indexer Cheryl Landes will facilitate an interactive discussion about how indexes can improve findability and speculate about what indexes will look like in the future.
by Phil Kemelor
The goal of this presentation is your understanding of the complete process required to get to the next level of web analytics.
The presentation describes best practices that will guide you in mapping business goals to the data provided from web analytics tools, such as Google Analytics, Adobe Omniture SiteCatalyst, and Webtrends. You will then have an opportunity to create metrics based on your site’s goals and objectives and evaluate the pros and cons of creating scheduled management reports vs. ad hoc reporting vs. deep dive analysis of a finite data set.
To help you get started with this new approach, we review a Metrics Toolkit that includes descriptions and calculation methods for new ways to measure revenue, identify valuable visitors, evaluate content effectiveness, assess the ease of site navigation, and compare marketing channels.
We will also discuss how “old school” methods of information organization and experimentation espoused by luminaries such as Henry Ford, Frank Zappa, Richard Feynman, and Michael Faraday can be used to gain deeper insight and real value from web analytics data that might seem incomprehensible.
To provide real context for the development of business-driven dashboards and reports, we delve into the technical and governance implications of creating the metrics, such as potential data collection issues, integration with offline data, and calculation of customized metrics.
Finally, we discuss how best to communicate, visualize, and present interpretation and recommendations of web analytics reporting and analysis to executives, content managers, and digital marketing teams.
This is not a “silver bullet” class, where you get a plug-and-play solution to your challenges. This is a “teaching to fish” tutorial where you learn what you need to create metrics, reports, and analyses that can drive decisions and actions.
Workshop participants are expected to come away from this session with a clear understanding of the following:
How to create business driven metrics from web analytics data
When it is appropriate to use dashboards and reports and when it makes more sense to do explorations into web analytics data
How to improve the value of any report through the use of segmentation techniques
How to prepare for data collection and processing steps that are required for the development of business-driven metrics
How to effectively present web analytics metrics to decision makers and stakeholders so they can be used to make strategic and tactical decisions
by Nancy Harrison
DITA 1.2 introduced a set of indirect addressing features, based on the new @keys attribute, that enables resources to be defined at a global level, in a map, rather than having to be defined within each topic that uses the resource. This presentation demonstrates reuse potential that you may not have considered.
by Kevin Siegel
It wasn’t all that long ago that taking print documentation into the ePub format required you, as the content provider, to work with a third party “Aggregator” and often times surrender your source files. The process was slow, complicated and very expensive. Given the proliferation of some wonderful off-the-shelf tools, you can now create ePubs that not only validate, but they can include value-added enhancements (such as links and videos) that print documents simply cannot match.
Attend this workshop and learn:
The tools and techniques required to create ePubs (how much it will cost you and how much you will save per EPUB).
How to use the Adobe Technical Commutation Suite to take Microsoft Word or Adobe FrameMaker content to EPUB.
How to Single Source (make a change in the source content and output updated EPUB files in seconds).
Some best practices for formatting content for the EPUB format.
by Joe Gelb
This workshop introduces a concept of information architecture for technical documentation and how it plays a role towards building and maintaining a consistent model for metadata, conditionalization, and classification of information. We demonstrate the power of a knowledge model that is designed and maintained separately from the actual content, and how it can provide more focused access to our information. Based on real use-cases and hands-on examples, participants see how DITA now provides a robust framework for creating and applying this knowledge model using the same constructs and architecture that we use for creating, managing, and publishing our DITA content.
by Joe Gollner
When people first encounter Content Management, one of the things that they immediately notice is just how many strange acronyms and odd-sounding names seem to be involved. This workshop sets out to demystify Content Management and to arm attendees with what they need to know to navigate through the many different concepts, terms, acronyms, and standards that consultants and product vendors so frequently throw around. Underpinning this workshop is a CM framework that integrates a content lifecycle model, a general architecture for CM solutions, and a content project roadmap. The CM framework provides a way to organize brief introductions to the different standards (XML, XSLT, DITA, ePub, XLIFF, BPMN, Semantic Technologies, and so on), content activities (analysis, planning, creation, translation, control, publishing, revision, engagement, and so on), content technologies (design, conversion, management, transformation, rendition, validation, monitoring, and so on), and project phases (strategy, acquisition, delivery, evolution). This workshop also provides a brief history of the CM industry because this helps to illustrate what trends have been emerging and where things are likely going in the next few years. It sounds like a lot and the fact is that the business of Content Management covers a lot of territory. The goal of this workshop is to make the subject less daunting and to equip attendees with the knowledge they need to deal effectively with the community of expert practitioners and leading-edge vendors who support organizations adopting content management.
Before content can be intelligent, it must be good. If content isn`t good—if it`s redundant, outdated, or irrelevant to our users—there is no value to applying intelligent content best practices to it. But is it really within our power to fix bad content? In order for us to create meaningful user experiences and realize measurable ROI, we must start sharing tools and processes with the very people we sometimes fight the hardest. Kristina will talk about our new roles as content collaborators in the workplace. Regardless of background, practice or perspective, there’s one thing we all agree on: on any platform, in any context, content matters most.
by Bob Glushko
We organize things, we organize information, and we organize information about things. When we compare these activities, some contrasts are easy to see. But philosophers and others have long debated the differences and relationships between things and information, and the debate continues because no one has been able to propose distinctions that make sense in every situation.
I propose to unify many perspectives about organizing and information with the concept of an Organizing System, defined as an intentionally arranged collection of resources and the interactions they support. Every Organizing System involves a collection of resources, and we can treat things, information, and information about things as resources. Every Organizing System involves a choice of properties or principles used to describe and arrange the resources, and ways of supporting interactions with the resources. By comparing and contrasting how these activities take place in different contexts and domains, we can identify patterns of organizing and see that Organizing Systems often follow a common life cycle. We can create a discipline of organizing in a disciplined way.
The concept of the Organizing System highlights the design dimensions and decisions that collectively determine the extent and nature of resource organization, and the capabilities of the processes that compare, combine, transform and interact with the organized resources.
What Is Being Organized?
Why Is It Being Organized?
How Much Is It Being Organized?
When Is It Being Organized?
Who (or What) is Organizing It?
In this presentation, I talk about ways to answer these questions that turn a set of resources into an Organizing System. This approach cuts across traditional categories of resource collections; we can describe familiar categories like libraries, museums, and business information systems as design patterns or characteristic configurations of answers to the questions. We can then use these patterns to apply knowledge about familiar domains to unfamiliar ones; someone with a business or informatics background can better understand libraries and museums and have intelligent conversations with librarians and museum curators…and vice versa. We now have a generative, forward-looking framework for organizing any collection of resources—especially those that that don’t fit cleanly into the familiar categories—and we can more easily invent new kinds of interactions for them.
An important benefit of the Organizing System concept is that it treats organizing work done by people and organizing work done by computers as having common goals, despite obvious differences in methods. Instead of a view that contrasts information organization as a human activity and information retrieval as a machine one, or information organization as a topic for library and information science and information retrieval as one for computer science, we can acknowledge that computers now assist people in organizing and that people contribute much of the information used by computers to enable retrieval. In this way the Organizing System framework captures and provides structure for the inherent tradeoffs obscured by the silos of traditional disciplinary and category perspectives: the more effort put into organizing information, the more effectively it can be retrieved, and the more effort put into retrieving information, the less it needs to be organized first.
by Arnie Kuenn
Creating engaging content is the new marketing. Social media grabs all the headlines. Search is getting more powerful every year. But how do they all work together? How do you consistently create content your market will enjoy? How do you get traffic from both search and social media? Join Arnie as he provides case studies and walks you through a step-by-step approach to grow your business.
by Lakshmi Grama
In January 2012, NCI will launch its mobile web site (m.cancer.gov). This session presents a case study of how we developed a mobile content strategy that focused on top tasks for users, leveraged web analytics to make content decisions, developed mobile content presentation standards, and how we leveraged “intelligent content” principles to accomplish our goal of the mobile version of a trusted, reliable cancer information resource.
The introduction of the internet and the digitization of content didn’t just change the world of information development—it completely reinvented it. People can access information at the touch of a button through search engines and social media forums, and content is being developed at a rapid pace. With so much information out there, it is undeniable that the quality of the information that you produce matters. It matters for your bottom line.
by Leigh White
DITA…everyone’s talking about it. It’s the greatest thing since sliced bread! But is it? Sliced bread is great, unless you’re gluten-intolerant. DITA is great, too, unless it’s not for you—and it’s *not* for everyone. Too many groups commit to making the move to DITA then find the process is more difficult than they imagined, requires resources they don’t have and is not saving either the time or the money they thought it would.
Before you do the DITA deep dive, you should know the good, the bad AND the ugly. If you’re deciding whether to make the move to DITA or not, this presentation will give you some things to consider when making that decision. If you’re already committed to making the move, this presentation will give you some pointers on making your journey a little smoother.
by Marta Rauch
Mobile devices are the new PC. With sales outpacing desktop systems, consumers increasingly use smartphones and tablets to access products and services. However, mobile usability lags behind desktop usability, and the user experience is often difficult and disappointing. This presentation delivers guidelines you can use today to improve mobile usability.
by Eliot Kimber
DITA is a sophisticated XML-based application architecture for authoring, producing, and delivering information. While enthusiastically adopted in the TechDoc world, DITA is less understood among traditional publishing organizations. What all types of publishers can agree on is that content must be structurally tagged to address the new speed of publishing—delivering content anywhere, anytime, on any device. DITA makes XML more accessible to enterprises, large and small, that have compelling business reasons to use XML but for whom the traditional (pre-DITA) cost was often prohibitive, or at least daunting. In a time when economic pressures are simultaneously requiring publishers to innovate and squeezing the budgets used to deploy that innovation, DITA, simply in terms of its economy, is a powerful tool that publishers can apply, even for what may seem to be simple problems.
In this presentation (delivered remotely, via the web), DITA specialist Eliot Kimber from Really Strategies, Inc., introduces DITA for publishers, the basic publishing-specific DITA components that are completely generic, and how DITA can be the toolset that launches publishers into the XML world. He’ll illustrate that at its core, DITA is relatively simple and can be easily applied to simple XML applications that need to represent things like books and magazine articles. DITA’s unique extensibility architecture makes it a better business value than any comparable XML alternative. Eliot’s enthusiasm, combined with his straight-forward approach to DITA, will have you starting to take DITA seriously.
by Kris Hammond
Most importantly, your message has to matter to your recipient. While the status quo—creating reusable content that can be inserted in case-specific situations—has worked so far, Kris Hammond presents a radical new way of automatically generating a high quality unique narrative for each of your customers. He presents actual examples of how this technology has been put into place for real customers in several different industries and shows how you could use this breakthrough approach to differentiate how you interact with your customers.
This presentation looks at how the topic architecture of DITA can act an enabler for content solutions across diverse scenarios. It explores ways in which DITA content can be dynamically delivered to web and mobile applications with examples including collaborative review systems, conference websites, and government reporting.
The nascent interactive books market is beginning to show signs of a major market opportunity for authors and publishers. The devices consumers use to consume interactive content are getting more powerful and prolific every year. But how can content producers capitalize on the opportunities? How do we create intelligent content that understands how to display itself on devices like the Kindle Fire, Apple iPad and iPhone, Android smartphones, and the like? During this session, Mark provides good and bad examples of interactive books and discusses how they were developed, funded, and published. He will illustrate the profit potential for content producers who want to repurpose existing content and develop new content into interactive eBooks.
If you’re like many organizations attending Intelligent Content 2012, you’re probably already creating component content or are in the process of doing so. But what should you do next? This presentation charts a roadmap that any organization creating component content today can follow to deliver intelligent content. We discuss how you can build on your component content foundation:
Making your Component Content Intelligent: transforming your component content foundry into an intelligent content greenhouse—what to do new, and what to do differently—to create intelligent content and actually deliver it.
From Content Architect to Content Curator—the new role of the information developer
From Dead Publishing to Live Delivery—shifting focus from producing deliverables to delivering business impact
Making your Process More Intelligent: transforming “the content lifecycle” into business process management.
From Productivity Improvement to Business ROI—shifting focus from tracking publishing operations productivity to measuring customer and shareholder value
From Track Changes to Compliance Management—managing the “audit trail” as intelligent content
Engaging your Customers: transforming live content to socially-enabled structured content.
From Users as Authors and Reviewers to Customers as Fans, Friends, and Followers—shifting from content portals to customer-centered communities of content
Curating Socially-Enabled Content: a demonstration
These concepts are introduced, discussed, and supported with illustrative examples, analogies, demonstrations, and recommendations for best practices, methodologies, and new technologies. Participants will leave with a clear set of next steps for moving from component content to intelligent socially-enabled content.
by Michael Smith and Scott Abel, The Content Wrangler
Often unappreciated and usually misunderstood, standards are key to the development of vibrant and healthy ecosystems. During these dynamic times, with rapid evolution of new technologies and improved discoverability, the creation of Open Standards to meet the growing demands for intelligent content is more important than ever. New roadmaps are required with an understanding of where standards are heading to ensure the means to create and utilize content of the future.
Scott Abel, The Content Wrangler, interviews Mike Smith about the importance of EPUB3, HTML5 and other open standards that impact eBook and app production.
by Josh Koppel
Print content provides an aesthetic experience which evokes strong connections for some readers, but it’s becoming more costly and inefficient for publishers to produce. With emerging digital technologies, publishers now have the opportunity to create scalable new channels that focus on interactive experiences for the reader through digital platforms including mobile devices.
by Joe Gollner
The question has been raised more than once: is it possible to realize the benefits of intelligent content without using XML? It is a very good question which deserves a good answer. The fact of the matter is that, today, the answer is a qualified “No.”
It is true that a team can conceive, design, build, and deploy a specific content application using the technology that its organization has at its disposal; an example could be an integrated work environment leveraging Microsoft Office and SharePoint. And it is true that this content application might deliver outstanding benefits without anyone’s ever seeing an angle bracket.
But two things need to be pointed out. One: when you lift the lid on this content application to see how the Microsoft tools have enabled it, one finds XML and lots of it. Two: before long, this specific content application will need to connect with other content applications which operate in other organizations and run within other technology environments. Perhaps the original content application needs to exchange information with a supplier whose environment is largely based on an SAP solution. In this case, the role of XML becomes more important and demands a little more attention. Further, if this network of content applications is expected to evolve gracefully over time, amid a constant stream of software and business changes, then the importance of XML reaches the point where everyone must concede that without it none of the application investments would be very intelligent. Thus XML is integral to the concept of intelligent content.
However, this short example is useful because it also highlights how XML needs to be used in order to realize an intelligent content solution: XML must be effectively invisible to everyone involved, with the exception of the specialists to facilitate the design, development, and deployment of these solutions. The really good news is that with the state of technologies today, it is completely feasible to construct highly intelligent content solutions that leverage XML and the tools that people are most comfortable using. It is literally possible to use XML without tears. By providing a little background on XML and how it has become a foundation part of the technology landscape, this talk introduces how the powerful capabilities associated with XML can be exploited by any organization and by using the tools that they have today.
by Kevin Siegel
I’ve got a story for you… and it stars the elusive EPUB format. Once upon a time I had dreams of taking my books to the EPUB format so we would occupy a private spot on the iBookstore book shelf. Like a scene from the Godfather, I was “strongly encouraged” to pick from a limited list of approved vendors who would happily take my content to the EPUB format… for a price. I was told the the process was complicated. I should expect it to take a long time, it was going to be expensive and I’d need to surrender my beloved source content. Or else…
That’s my story and I’m sticking to it.
Today I create my own EPUBs, using tools anyone can purchase off the shelf. Some people think those tools are too expensive. But the the truth of the matter is the money I saved creating my own EPUBs paid for the software in just a few months. I’ve never looked back. I can literally take a new book from its print format to EPUB in mere minutes.
Attend this session and you’ll learn the rest of the story…
by Helen Slattery, Steve Fogel and Bridget Burke
This presentation describes how two directors and two architects set out to change the way Oracle Database does documentation—and all it took was chipping away at all the roadblocks! Learn how with no budget and borrowed staff we developed a DITA/Arbortext topic-based prototype, a FrameMaker-to-DITA/Arbortext conversion tool, and sold it to executives outside of documentation who as influencers have supported us with executive decision-makers as we move into a CMS model.
22nd–24th February 2012