5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

#cmworld

The Technical Communication

Futurist

5Revolutionary TechnologiesTechnical CommunicatorsCan’t Afford To Ignore

aka Scott Abel, The Content Wrangler

Sunday, October 20, 13

@scottabel #AdobeDay @LavaCon

scott abel

@scottabel scott@thecontentwrangler.comthecontentwrangler.com

about mecontent strategistconference organizerfaculty at Berkeley iSchoolcolumnist EContent Magazinefrequent presenter at industry events

www.intelligentcontentconference.com

out this January from XML Press

before we starta caveat all of these topics deserve their own presentationthis is just the tip of the iceberg

the problemtechnical communicators are overwhelmedand unprepared

the problemmany of us treatthe world wide weblike the Ohio webor the American English web

that needs to change

we need to change

the problem

technologyis acceleratingfaster than we are

the problem

new devices and new marketsand new demands

the problemoutdated notionsof success

the solutionnew approaches new responsibilitiesnew roles and new tools

the solution

precisionfueled by math and science

#cmworld

Futurist

what is

technology?

technology is the purposefulapplication of scientificknowledge in the design, production,and utilization of goods and services

what technologiescan we not afford to ignore ?

I’ll provide a basic overview of each and some key points for pondering

#1automatedtranslation

akamachinetranslation

some know it asgoogle translate

but it’s much more

than thatSunday, October 20, 13

what is

automatedtranslation

automated translation isa process that usessoftware to translatecontent from onelanguage to another

#cmworld

why?do we need to know thisSunday, October 20, 13

the world wide web[not the American English web]is the land of opportunity

in a global marketreaching customerspreviously viewed asout of scope is the goal

96%of the consumers on Earthdo not live in the US

Source: US Small Business Administration

but they allspeak English, right ?

wrong!Sunday, October 20, 13

less than 6%of the world’s populationspeak English well enough

Source: Nationalencyklopedin

to understand your proseand techcomm mumbo-jumbo

many people whounderstand spoken Englishcannot read English

Source: Wikipedia

in fact, many cannot read at all

human translationcan be time-consuming and

expensivemany languages aren’t supported due to lack of resources

there are over 6,000languages spokenby the people of Earth

Source: Ethnologue

especially when you consider that

#cmworld

how?do we get startedSunday, October 20, 13

for both humansand machinesrecognize that today you write

our content must be both human- and machine-processable to have maximum ROI

first for machinesthen for humans

recognize that today you write

if content is not findable (by machine) or accessible (by machine) it doesn’t exist

is destined for humans

but machines are

of course the content you create

gatekeepers to success

were developed long before technology

recognize that writing rules

made instant globalcommunication possible

you learned in grade schoolLanguage Arts classes

recognize that writing rules

are no longer sufficientfor a world in whichLanguage Science is needed

the vantage point of arules processing engine

examine your content from

and ensure it is optimizedfor machine translationsome do this today by making content conform to XML specifications

automatedtranscription

automatedtranscriptionwhat is

automated transcription isa process that usessoftware to translatespeech to text

#cmworld

for many of the samereasons automated translationis needed AND the fact that videocontent is not keyword searchablewithout a transcription

the content locked insideof video is hidden from view• CRM• integration• personalize

#cmworld

use one of severalsoftware providersto create transcriptionsfor your videos and post themalong with your videos

check out: koemei.com

transcription filescan also be translatedand the translations usedas sub-titles in other languages

#3terminologymanagement

terminologymanagementwhat is

terminology managementis the process of controllingthe words you use by organizingthem in a central repositorythat contains a list of approvedterms and rules for their usage

the goal of terminologymanagement is to ensure thatthe words that are mostclosely associated with yourproducts, services, and brandingare used consistently

terminology managementefforts result in a controlledvocabulary that is madeaccessible to all who need itacross your organizationas well as partners and service providers

#cmworld

terminology managementhelps ensure consistencythroughout your content assetsin both your sourceand you translated content

terminology managementcan help ensure legal and regulatory compliance, brandconsistency, enhanced content quality

#cmworld

seek guidance from aglobal content strategistto help you craft a terminology management strategy

and look for opportunitiesto standardize your content creation processes

adopt a terminologymanagement system

check out: acrolinx.com

adaptivecontent

adaptivecontentwhat is

?Sunday, October 20, 13

adaptive content iscontent that is structuredand designed adapt tothe needs of your customer

adaptive content changesnot just cosmetically,but also in substanceand in capability

adaptive content also adaptsto the capabilities of thedevice it is viewed on

if a GPS is available on a handheld device, the content will be ableto take advantage of “location aware” features of the device

automatically, on-demand

for example, an instructionlike ‘click’ on a laptopwould be automaticallyadapted to ‘touch’ on asmartphone and ‘say’ inan automobile GPS

#cmworld

customers demandexceptional experiences;their expectations have changedand they expect you tochange and adapt to their needs

responsive designis insufficient

responsive designersare the new webmasters(and we all know what happened to them)

adaptive contentmakes it possible for you topublish to multiple-platformsand to multiple-devices̶ often, automatically

adaptive contentis consistently structured,providing a predictablecustomer experience

adaptive contentis content separated fromformatting information;allowing authors to focuson what they do best

adaptive contentmakes your contentfindable and reusableby others who need it

#cmworld

adaptive contentinvolves rethinkinghow you create, manageand deliver content; it’s bestto seek advice from an experienced pro

there is no EASY button;moving to adaptivecontent involves work,but the pay-off (ROI) canoften be realized in months, not years

#5componentcontent management

componentcontent management

what is

component content managementis the creation, administration, organization and governanceof small, discrete, re-usablecomponents of contentxml structured content is key

component content managementfocuses on the storing ofcontent components thatare used to assemble documents

component content management systems are designed for this purpose

components of contentcome in various sizes andtypes and can be as smallas a single word or as large asmany paragraphs

they can be recombined/remixed to create new deliverables

components of contentcan take the form ofgraphics, hyperlinks orother repurposable content

your company logo, product description, value proposition, benefits

component content managementis about managing contentnot about managing files

content versus filesSunday, October 20, 13

contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link

filesemail inviteprinted inviteregistration micrositeprinted programat-event signagevoicemail scripttelephone scriptadvertisingcontracttweet/updateblog postmobile app

contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link

usagesamesamesamesamesamen/an/asamevaries (gold, silver, bronze)varies (deliveries)varies (gold, silver, bronze)same

#cmworld

structured contentcombined with CCMSsupports personalizedcontent and targeted marketing,increasing response rates

structured contentcombined with CCMSputs you in control ofyour content and can help yousave BIG $ on translation

because not all prospectsor customersare the same

you need componentcontent managementif you need to...

provide different typesof content to differenttypes of prospects and customers

re-use content acrossdocuments withoutcopying and pastingthe copy>paste reuse method is the most costly and error-prone

ensure content isconsistent across alltouch points, channels, and devices

single-sourcing: write it once, use it often is a best practice

translate contentonce and have itautomatically reflectedwherever it is reusedtranslation savings alone can often provide return on investment

publish to multipleoutput formatswithout the need formanual interventionformatting content for multi-channel output occurs automatically

involve a variety ofpeople in the creation,management and deliveryof content to those who need itcomponent content management systems are designed for this task

#cmworld

seek guidance from acontent strategistwho understands both content and technology

implement a componentmanagement system

check out: astoriasoftware.com

wait, there’smuch more!

wirelesselectricity

look out for...

flexiblesurfaces

look out for...

wearablecomputing

look out for...

augmentedrealitylook out for...

finalthoughts

we need content craftspeople,content designers and to mature as a discipline

content engineers to help us shape, refineand grow digital content

compelling contentexperiences, we’ll have

in order to create

to leverage bothcontent AND code

start thinking morelike engineers and less

and, we’ll have to

like writers and editors

scott abel

@scottabel scott@thecontentwrangler.comthecontentwrangler.com

#cmworld

Futurist

5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

Technology

Transcript of 5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

Why you can't afford to ignore custom web design

Five law firm technology trends you can’t afford to ignore

Debbie Klein - Why business can't afford to ignore the 9m

McKinsey - The strategic yardstick you cant afford to ignore - October 2013

The Affordable Care Act: What You Can’t Afford To Ignore

Quality and Cost: What You Can't Afford to Ignore

February 2010 8 Things You Cant Afford To Ignore About eDiscovery

5 Types of Social Influencers You Can't Afford to Ignore

Cyber security: Why you can't afford to ignore it

10 Customer Expectations You Can't Afford to Ignore

Huge Digital Marketing Trends that You Can’t Afford to Ignore

Medication Safety: What You Cannot Afford to Ignore...Medication Safety: What You Cannot Afford to Ignore CACCN Nursing Conference Banff, October 17 & 18th, 2004 David U President

3 Critical Google Search Updates You Can't Afford to Ignore

e-commerce can you afford to ignore it?

4 BIG REASONS YOU CAN’T AFFORD TO IGNORE BUSINESS CREDIT! - 4-Big... · That’s a pretty powerful tool to have at your disposal, ... 4 BIG REASONS YOU CAN’T AFFORD TO IGNORE

WHY PRINTERS CAN’T AFFORD TO IGNORE CLOUD-BASED …

24 Warning Signs You Cannot Afford to Ignore

Why churches can't afford to ignore social media (for New Wine)

4 BIG REASONS YOU CAN’T AFFORD TO IGNORE BUSINESS …

Marketing Automation: A Tool Your Company Can't Afford to Ignore