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Content strategy

Content strategy

Will it blend? Legacy content and digital transformation

Your digital transformation is underway! You have a plan for new content, new delivery, and new content experiences. But what do you do with all of that existing content? You may have a plan for actively maintained content, but you also have much older legacy content. What does your conversion strategy look like when you have very old documents and must continue to provide them, even if they are not changing?

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Content strategy

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, and perhaps a data sheet. Only after buying the product could the prospect access “post-sales” information, such as technical content. (Buyers could and did request technical information from their sales representative, but the decision whether or not to provide the information rested with the organization.)

But in the digital age, information distribution is free, and that makes it difficult or impossible to control what information people receive. As a result, the distinction between pre-sales and post-sales content is blurring. If you are in the market for a new desk, and you’re considering “some assembly required” options, you might take a look at the assembly guide. If the build process looks daunting, a not-so-handy person may look elsewhere. If you’re considering a piece of software, you might glance at the user documentation to see whether tasks are explained clearly at a level that makes sense to you. 

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Analysis Content strategy

DITA migration strategies

Migrating to DITA means more than just adding element tags. There are a few common holes in migration strategies that can prevent you from reaping all of the benefits of the converted DITA content. To avoid that mistake, make sure you have a plan in place for:

  • Identifying and migrating reused content
  • Managing links
  • Processing images

These should be important factors when migrating your content to DITA, and they will require new workflows and changes in the way you handle the relationships in your content.

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Content strategy Localization

Managing multiple languages in the authoring process

Employees are (and should be) hired for their knowledge and skill, not necessarily their multilingual skills. In a global organization with many offices worldwide, the result is a diverse team with content developers and contributors that speak many different languages. Collaborating on content development—especially on the same document—can be difficult if employees do not speak the same language fluently (or at all).

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Content strategy

ROI for content strategy: getting around roadblocks

When you want to put new content development processes in place, proving the return on investment (ROI) of your strategy is one of the most effective ways to get buy-in from managers or executives. 

You can calculate ROI by showing how much money you’re currently spending creating content, and comparing it to how much money you will save over time with a more efficient workflow. But what if there are roadblocks preventing you from gathering the metrics you need to get those numbers?

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Content strategy

Agile content strategy

In an agile environment, a company develops its products in continuous iterations with incremental deliveries called sprints. This approach allows the company to test the success of each small change to the product and adapt the development process accordingly. So what does that mean for content?

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Content strategy

Phases of a successful content strategy

In 2015, we talked about a vision to tackle, lead and map out an enterprise content strategy. Today I wanted to provide an update on making that vision a reality, and how to expand it beyond a singular team and into other parts of an organization.

The rollout of an enterprise content strategy can be done in phases to define content goals, clean up existing content and then expand to additional departments.

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Content strategy

It’s never too late for content strategy

We often talk about building content strategies from the ground up: first, coming up with a strategy to address your content problems, and then implementing a solution. But not all implementations happen that way. If you’ve already started implementing a new system, it’s not too late to think about content strategy—in fact, it’s crucial to make sure your new processes will be sustainable.

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