Classic content strategy mistake: re-creating old formatting with new tools
This post is part of Scriptorium’s 20th anniversary celebration.
A common content strategy mistake is duplicating the look-and-feel of existing content when you’re implementing new tools and processes.
Your content formatting isn’t as cute as these cloned dogs, so don’t duplicate it! (Flickr:
Steve Jurvetson)
Three years after I first wrote about this bad approach, I still see content creators succumb to the temptation of using existing formatting as the goal:
The surface appeal of cloning what you already have is understandable. Existing look-and-feel provides a definitive target, and content creators are probably comfortable with said target. However, unless there is a compelling business reason to reconstitute old formatting with your new tools—and “We’ve done it this way forever” generally is not—don’t do it.
RESIST THAT URGE!*
* unless you have a specific business requirement—such as regulatory guidelines—for duplicating formatting
About the author
Larry Kunz
How true! At a previous job I remember a client who wanted to convert a large parts catalog to DITA while insisting that the original look be retained. A colleague of mine spent countless hours in the XSLT getting the Open Toolkit to create a clone. What a colossal waste of money, time, and effort!
If you have a business reason for retaining the old look, or if you’re simply in love with the old look, you’re best served by sticking with the old tools.
Alan Pringle
Larry, I have seen what you described play out several times. A bit depressing!