Skip to main content

Structured content

Content debt Podcasts Replatforming Structured content

Make the move successful: Replatforming content ops

Replatforming your content operations isn’t just about swapping systems. In this episode, Alan Pringle and Bill Swallow share what organizations must consider to successfully replatform. From navigating technical debt, system integration, and the people caught in the middle, they discuss change management, technical debt, and why your exit strategy should be part of the plan from day one.

Software isn’t forever. Systems come, systems go, they get improved. Your requirements are ever changing with the content that you need to manage. Not thinking about your next jump is really to your detriment.

— Bill Swallow

Alan Pringle
April 27, 2026
Read More
AI Structured content

Good content = good AI: The fundamentals that never change

Good content fundamentals have been the foundation of effective product content for decades, and those same principles are exactly what make content AI-ready today. In this episode, Bill Swallow and Alan Pringle explain how attending to your hierarchy of content needs is the key to AI success.

Alan Pringle: Right now, AI is not going to fix bad content problems. It is going to regurgitate that bad information, giving your end users information that’s flat out wrong. If your content at the basic source level is wrong, your AI by extension is going to be wrong. And that is the unglossy, unvarnished, hard truth that is still, I don’t think, seeping in like it should across the corporate world.

Bill Swallow: It really does come back to the fact that, despite the world changing on a day-to-day basis, the fundamentals have not changed.

Bill Swallow
March 23, 2026
Read More
AI Podcasts Structured content

Check in on AI: The true measure of success for AI initiatives

In this episode, Sarah O’Keefe and Alan Pringle explore how AI transforms content delivery from static documents into dynamic, consumer-driven experiences. However, the need for human-led governance is critical, and Sarah and Alan explore issues of accuracy, accountability, governance, and more. They challenge organizations to define AI success by its ability to deliver accurate, high-impact outcomes for the end user.

Sarah O’Keefe: The metrics that are being used to measure the success of AI are all wrong. We should be measuring the success of various AI efforts based on, “Are people getting what they need? Are they having a successful outcome with whatever it is that they’re trying to do?” The metric we actually seem to be using is, “What percentage of your workflow is using AI? How many people can we get rid of because we’re automating everything with AI?” It’s the wrong metric. The question is, how good are the outcomes?

Alan Pringle
February 16, 2026
Read More
Business case/ROI Learning content Localization Personalization Replatforming Structured content Structured learning content

Cases for structured content: Accelerate global delivery and transform user experiences

Ready to see the business advantages of structured content in action? These case studies show how moving to structured content can reduce time-to-market, enable accelerated global content delivery, and deliver personalized outputs that improve user experiences.

Christine Cuellar
December 8, 2025
Read More
AI Structured content Webinar

Why Cheap Content Is Expensive and How to Fix It, featuring Dawn Stevens

Will cheap content cost your organization more in the long run? In this webinar, host Sarah O’Keefe and guest Dawn Stevens share how poor workflows, inaccurate source data, and the commoditization race can undermine both product quality and brand trust. Sarah and Dawn also discuss why strategic staffing and mature content ops create the foundation your AI initiatives need to deliver reliable content at scale.

Sarah O’Keefe: I write content that’s great for today. Tomorrow, a new development occurs, and my content is now wrong. We’re down the road of “entropy always wins.” We’re heading towards chaos, and if we don’t care for the content, it’ll fall apart. So what does it look like to have a well-functioning organization with an appropriate balance of automation, AI, and staffing?

Dawn Stevens: I think that goes back to the age-old question of, “What are the skills that we really think are valuable?” We have to see technical documentation as part of the product, not just supporting the product. That means that we, as writers, are involved in all of the design. As we design the documentation, we’re helping design the UX.

Sarah O'Keefe
November 24, 2025
Read More
AI Content pitfalls Podcasts Structured content

Futureproof your content ops for the coming knowledge collapse

What happens when AI accelerates faster than your content can keep up? In this podcast, host Sarah O’Keefe and guest Michael Iantosca break down the current state of AI in content operations and what it means for documentation teams and executives. Together, they offer a forward-thinking look at how professionals can respond, adapt, and lead in a rapidly shifting landscape.

Sarah O’Keefe: How do you talk to executives about this? How do you find that balance between the promise of what these new tool sets can do for us, what automation looks like, and the risk that is introduced by the limitations of the technology? What’s the roadmap for somebody that’s trying to navigate this with people that are all-in on just getting the AI to do it?

Michael Iantosca: We need to remind them that the current state of AI still carries with it a probabilistic nature. And no matter what we do, unless we add more deterministic structural methods to guardrail it, things are going to be wrong even when all the input is right.

Sarah O'Keefe
November 17, 2025
Read More
Business case/ROI Podcasts

Every click counts: Uncovering the business value of your product content

Every time someone views your product content, it’s a purposeful engagement with direct business value. Are you making the most of that interaction? In this episode of the Content Operations podcast, special guest Patrick Bosek, co-founder and CEO of Heretto, and Sarah O’Keefe, founder and CEO of Scriptorium, explore how your techcomm traffic reduces support costs, improves customer retention, and creates a cohesive user experience.

Patrick Bosek: Nobody reads a page in your documentation site for no reason. Everybody that is there has a purpose, and that purpose always has an economic impact on your business. People who are on the documentation site are not using your support, which means they’re saving you a ton of money. It means that they’re learning about your product, either because they’ve just purchased it and they want to utilize it, so they’re onboarding, and we all know that utilization turns into retention and retention is good because people who retain pay us more money, or they’re trying to figure out how to use other aspects of the system and get more value out of it. There’s nobody who goes to a doc site who’s like, “I’m bored. I’m just going to go and see what’s on the doc site today.” Every person, every session on your documentation site is there with a purpose, and it’s a purpose that matters to your business.

Sarah O'Keefe
August 11, 2025
Read More
CCMS CMS Content management Structured content Webinar

The Sky is Falling—But Your Content is Fine, featuring Jack Molisani

Every few years, a new publishing trend sends leadership into a frenzy:

  • “We need micro content for smartwatches!”
  • “Everything must go into chatbots!
  • “Get ready for VR and the Metaverse!”
  • “AI will replace our content team!”

Sound familiar?

In this episode of our Let’s Talk ContentOps webinar series, host Sarah O’Keefe and guest Jack Molisani explored how structured content will futureproof your content operations no matter what tech trends come along. Learn how to prepare content once and publish everywhere, from toasters to chatbots to jumbotrons and beyond.

Sarah O'Keefe
July 28, 2025
Read More
Learning content Podcasts Structured content

Help or hype? AI in learning content

Is AI really ready to generate your training materials? In this episode, Sarah O’Keefe and Alan Pringle tackle the trends around AI in learning content. They explore where generative AI adds value—like creating assessments and streamlining translation—and where it falls short. If you’re exploring how AI can fit into your learning content strategy, this episode is for you.

Sarah O’Keefe: But what’s actually being said is AI will generate your presentation for you. If your presentation is so not new, if the information in it is so basic that generative AI can successfully generate your presentation for you, that implies to me that you don’t have anything interesting to say. So then, we get to this question of how do we use AI in learning content to make good choices, to make better learning content? How do we advance the cause?

Alan Pringle
July 21, 2025
Read More
Change management Webinar

How Humans Drive ContentOps (webinar)

Discover how human dynamics shape content operations in the next episode of our Let’s Talk ContentOps webinar series! Host Sarah O’Keefe interviews Kristina Halvorson, the Founder and CEO of Brain Traffic, Button Events, and an experienced content strategist. From repairing cross-silo tensions to identifying intrinsic motivations, this webinar explores strategies for navigating the human side of content operations.

In this webinar, viewers learn how to:

  • Address personalities, ambitions, and company culture
  • Balance legacy knowledge as currency
  • Foster effective collaboration

Sarah O'Keefe
May 5, 2025
Read More
Content management Content reuse DITA Learning content Personalization Podcasts Structured content Structured learning content

The benefits of structured content for learning & development content

In this episode, Alan Pringle, Bill Swallow, and Christine Cuellar explore how structured learning content supports the learning experience. They also discuss the similarities and differences between structured content for learning content and technical (techcomm) content.

Even if you are significantly reusing your learning content, you’re not just putting the same text everywhere. You can add personalization layers to the content and tailor certain parts of the content that are specific to your audience’s needs. If you were in a copy-and-paste scenario, you’d have to manually update it every single time you want to make a change. That scenario also makes it a lot more difficult to update content as you modify it for specific audiences over time, because you may not find everywhere a piece of information has been used and modified when you need to update it.

— Bill Swallow

Christine Cuellar
April 7, 2025
Read More
Structured content Webinar

Powering Conversational AI With Structured Content (webinar)

In this episode of our Let’s Talk ContentOps! webinar series, special guest Rahel Bailie, Content Solutions Director of Technically Write IT, and host Sarah O’Keefe, Founder & CEO of Scriptorium, discuss how organizations can leverage the unlikely connection between structured content and conversational AI.

In this webinar, attendees learn:

  • What is structured content, and how it fuels reliable conversational AI responses
  • How technical writers and conversation designers can collaborate for optimal output
  • Where to get started with structured content and conversational AI

Christine Cuellar
January 21, 2025
Read More
Business case/ROI Content reuse Structured content Webinar

Bridging technical and marketing content (webinar)

In this episode of our Let’s Talk ContentOps! webinar series, Scriptorium CEO Sarah O’Keefe interviewed special guest Alyssa Fox, Senior VP of Marketing at The CapStreet Group. Discover critical enterprise content strategy insights that Alyssa has gathered throughout her journey from technical writer to marketing executive.

In this webinar, viewers learn:

  • The broader picture of enterprise content operations
  • Strategies for integrating technical and marketing content
  • Best practices for using technical content as a marketing asset

Sarah O'Keefe
November 18, 2024
Read More