In episode 84 of The Content Strategy Experts podcast, Sarah O’Keefe talks with Val Swisher of Content Rules about why companies fail and how to succeed at delivering personalized experiences at scale. “It all has to be completely standardized in order to be successful. There … Read More
Why technical communication must be part of your marketing strategy (webcast)
Sarah O’Keefe talks about why your technical communication needs to become part of your marketing strategy. “Technical content is being read before the sale. Buyers are not limiting themselves to what they can find in your marketing content, they’re looking for what matters to them … Read More
Enterprise content strategy maturity model
“Whether you like it or not, your prospects already use technical content.” In the paper age, it cost money to distribute information. That gave big organizations some control over information flow. A prospect interested in purchasing a product would get “pre-sales” information–marketing materials, sales pitches, … Read More
Surviving and thriving with AEM and DITA (webcast)
Sarah O’Keefe discusses general best practices for CCMS implementations, along with a specific focus on the AEM DITA CCMS. “You then configure AEM XML to support your content model with specialization, constraints, and authoring experience. You can build authoring templates that give people a framework … Read More
Improving DITA workflow
An organization’s first foray in DITA and structured content is most often driven by one of the following: Merger or acquisition: After a merger, the organization needs to refactor content workflows and so they decide to move into structured content and DITA. Localization: The organization … Read More
The challenge of digital transformation
Digital transformation touches on every aspect of business operations. At Scriptorium, our focus is on high-value content, so our definition of digital transformation is also content-centric: “Digital transformation is the use of technology to enrich information delivery.” “Enriched” information is usually divided into two major … Read More
Content accounting: Calculating value of content in the enterprise
The challenge of content value Content value is a hot topic in marketing and technical communication. In the publishing industry, the connection between content and value is clear. A publisher sells a book (or film or other piece of content) and gets book sales, … Read More
Subject matter experts as authors and reviewers (podcast)
In episode 63 of The Content Strategy Experts podcast, Sarah O’Keefe and Chip Gettinger of SDL chat about subject matter experts and their role as authors and as reviewers of content. “One of the most important things about working with SMEs is to meet them where … Read More
The Scriptorium approach to content strategy
This white paper is also available in PDF format. Executive summary Scriptorium’s approach to content strategy is based on management consulting principles. First, we identify business goals that are connected to content problems. We then do a needs analysis and gap analysis, and develop requirements. … Read More
Understanding content strategy as a specialized form of management consulting
First published in Technical Communication Volume 66, Number 2 (May 2019) by the Society for Technical Communication. Coauthored by Sarah O’Keefe, Alan Pringle, and Bill Swallow. This white paper is also available in PDF format. Abstract Purpose: The goal of this article is to position … Read More