Volume 2

Issue 4

December 2005

Archive by Issue
March 2004 Volume 1 - Issue 1	Analysis and design are key to any content management implementation; this is the defining theme of all issues of The Rockley Report. This first issue clarifies what we mean by "good content management begins with analysis and design" from all perspectives, including technology. Feature Article Planning: The Key to Successful CMS Implementation Judy Glick-Smith So you think you need content management? The temptation is to call your Information Technology (IT) department and ask them to help you choose a content management system (CMS). Being very tool oriented, your IT department will love buying you the latest "silver bullet" without ever looking at your content requirements or your internal processes. This is the best prescription for failure. Best Practices Why start with analysis? Ann Rockley One of the most common mistakes that we see is a company picking the tool first, then trying to make their content management requirements fit the functionality of the tool. However, analysis of why projects fail identifies that one of the main reasons for failure is lack of analysis and design. This article draws on recent literature to identify the main reasons for why content management projects fail and provides some possible solutions. Information Architecture Information Architecture of Content Management Ann Rockley When people think about content management, they generally think about it from a systems perspective, focusing primarily on tools and technology. While it is true that content management usually requires a technological solution, it also requires that content be designed for reuse, retrieval, and delivery to meet your authors' and customers' needs. Content management requires that tools be configured to support authoring, reviewing, and publishing tasks, but first, those tasks must be designed. Designing content and the processes to create, review, and publish it is what information architecture is all about. The Information Architecture section of The Rockley Report will focus on the different aspects of information architecture for content management. This article introduces you to some of the components of information architecture that we will cover in The Rockley Report over time. Tools and Technology Learn to distinguish between different types of CM systems Steve Manning There are a dizzying number of systems on the market that are or can be referred to as Content Management Systems. Determining which content management system is right for you starts with an understanding of the different types of systems and the range of functionality available. Analyzing your needs is critical to selecting the right system. People, Processes, and Change Incorporating Usability into Content Management Pamela Kostur This article describes the importance of incorporating usability into all stages of implementing content management, including assessing your needs, assessing your users (of both the content and the content management system), and assessing your content. It questions the emphasis of technology in many of the current discussions about content management, and instead, advocates looking to the field of usability to form the basis of a content management implementation. Gaining Management Support Identifying the basis for your business case Ann Rockley Identifying Return on Investment (ROI) for your content management business case begins with a thorough analysis. This article reviews the information you need to gather to identify ROI for an effective business case for content management. Case Study Developing Dynamic Content at Ontario Systems Charles Cantrell Charles Cantrell, an Information Engineer, describes Ontario Systems' process for delivering dynamically assembled and populated documentation for Artiva, its "highly customizable" accounts receivable management application. What's in the News Overview of resources related to analysis Scott Abel If you're looking to improve the way you manage content, it's best to start with analysis, then build a solid plan of attack. In this issue of The Rockley Report, we provide you with several resources you may find valuable during the planning and analysis phases.
June 2004 Volume 1 - Issue 2	This issue of The Rockley Report focuses specifically on Information Architecture and we're pleased to feature an interview with Lou Rosenfeld, information architecture “guru” and co–author of Information Architecture for the World Wide Web, now in its second edition. Feature Article Information Architecture is Just Plain Fun!, An Interview with Lou Rosenfeld Lou Rosenfeld In planning the second issue of The Rockley Report, it was unanimous that an issue on Information Architecture would not be complete without hearing from Lou Rosenfeld, information architecture "guru" and co-author of Information Architecture for the Word Wide Web, now in its second edition. We posed a number of questions to learn how he got involved in information architecture, his views on information architecture for the web, and how he sees information architecture extending beyond the web, potentially to all content created, used, and stored throughout an organization. According to Rosenfeld, "structuring, labeling, and organizing information is just plain fun. Well, at least for the oddfellows among us who are into that sort of thing." We happen to agree and are happy to share with you our interview with Lou Rosenfeld. Be sure to also check out Rosenfeld's web site at www.louisrosenfeld.com. Best Practices Strategies for Optimum Reuse Ann Rockley, Cori Czekaj Reuse is a critical component of a unified content strategy. At each stage of developing the information architecture, information architects refine the reuse strategy to reflect multiple perspectives of reuse, culminating in an optimal reuse plan. This article provides guidance on how to achieve optimum reuse. Information Architecture Semantic vs Generic Elements Ann Rockley As you begin to model your content you will be faced with the issue of whether to create semantic models or generic models. This article reviews the pros and cons of naming your elements semantically and provides some guidelines for when to name elements semantically. Tools and Technology Implementation: Issues with Granularity Steve Manning Making the transition from document management to content management means that you have to look within documents for the structure of your content management system. How big should the pieces of content in your system be? There are many factors that affect the physical granularity of the content you manage. People, Processes, and Change Issues in Information Architecture Pamela Kostur Behind a successful content management implementation is a solid information architecture that describes such things as how information products will be structured, where and how content (and structure) will be reused, as well as what metadata is required to identify how content is used, retrieved, and tracked. Information architecture forms the specification for a unified content strategy, but information architecture brings a new set of challenges to those whose job is to create and disseminate content. This article explores some of the issues specific to information architecture, including: teaching authors about information architecture; distinguishing between reusable content and reusable structure; visually representing information structure (documenting your information architecture); and documenting the architecture. Gaining Management Support XML and DTDs: The Buy vs Build Argument Ann Rockley, Steve Manning When deciding to adopt XML as an authoring standard/backbone, one has to consider the question, "Do we need to create our own DTD?" Some will tell you that there are ready-made DTDs out there for you to grab and use. Others will tell you that you must either start from scratch or forget about it. So what's the answer? Here are the pluses and minuses in the Buy vs. Build debate to help you decide what makes sense for you and get the DTD you need. Case Study It's Not about Technology... It's about Methodology: HP's Lessons Learned Scott Abel, Lisa Woods In this case study, Pat Waychoff, a single sourcing visionary and strategist for HP Network Storage Solutions, TCE Metrics and Initiatives department, describes the evolution from traditional documentation authoring and publishing to single source XML content management. Waychoff offers advice for others who hope to tackle such an initiative on their own. HP's lesson learned: "To be successful," Waychoff says, "you need to recognize that there is no `software' solution. It's not really about technology. It's about methodology." What's in the News Information Architecture Scott Abel You may not realize it, but information architecture is about far more than the web. In this issue of The Rockley Report, we provide you with several resources you may find valuable in your quest to learn more about the discipline of information architecture and how it relates to the management of all types of content, regardless of delivery medium. Check out the online resources, read a book or two, or attend a conference or online event. Whatever you do, learn as much as you can about information architecture-it's an important aspect of content management and should not be overlooked.
September 2004 Volume 1 - Issue 3	A resounding theme throughout this issue of The Rockley Report is "technology does not a successful content management implementation make!" Yet, technology is important, important enough for us to devote an entire issue to it, exploring topics such as the impact of technology on information architecture, the impact of technology on its users, and the impact of XML on authoring, specifically the role of XBRL. Feature Article Tony Byrne Talks Technology Tony Byrne While content management is not all about technology, technology is a critical component of any content management solution. After all, according to Tony Byrne, "you can't do a CMS implementation without technology." Tony Byrne has established himself as a leader in understanding content management technologies and their role, so if you're looking for information on how technology supports content management, then CMSWatch is the place to look. CMSWatch.com, founded by Byrne in July 2001, provides an independent source of information, trends, opinion, and analysis about Web Content Management (WCM) solutions. Best Practices Best Practices for Selecting a CMS James Robertson Selecting the most effective content management system (CMS) is recognized as a crucial first step for a content management project, yet many organizations struggle with this process. This article draws upon industry experiences to outline the best practice approaches to selecting a CMS, thereby providing the foundation for a successful CMS implementation. Information Architecture Impact of Technology on Information Architecture Ann Rockley This article points out the key areas where technology impacts information architecture for content management and provides guidelines to help you understand how your information architecture requirements should guide you in your technology decision. Tools and Technology XBRL (eXtensible Business Reporting Language) Steve Manning, Diane Mueller-Klingspor It is difficult to explain XML and its value because XML is such an abstract concept and still widely misunderstood. Sometimes it's easiest to describe XML as an enabling technology, and by talking about the ways in which people are using XML successfully. One such success story is XBRL. In this article, we spoke to Diane Mueller-Klingspor, currently heading up the XML and XBRL efforts at BusinessObjects, for her views on XBRL. People, Processes, and Change Technology's Impact on its Users Pamela Kostur While implementing a content management system is indeed a technology implementation, it has other drivers, related to people and processes. Implementing a CMS is never just about installing a system; it has tremendous impacts on its users, which must be assessed throughout the project life cycle, and on an ongoing basis once the CMS is up and running. This article explores the impact that CMS technology has on its users, and suggests ways to make the acceptance a technology more successful. Gaining Management Support Building a Business Case for Content Management Steve Huffman, Janice Jones This article provides direction for those seeking to build a business case for a content management system (CMS) in a specific functional area of an organization. While there may be resources in your organization to help you with technology and automation projects, in most cases you need to drive the initial efforts from your functional area. You are the subject matter experts, you know the issues you are up against, and what to do to solve them. Getting others in your organization-where there are so many needs and so many things to do-to listen and to allocate resources is the difficult part. But, if you go about building your business case the right way, it can go a long way toward building credibility, raising visibility, and making your CMS implementation a reality. Case Study Developing an Intranet Content Management Strategy Tim Wilkes, Kelly McCurry Our client is a Canadian organization that provides financial solutions (loans, insurance and business services) to the agricultural sector. In 2003, its fledgling intranet was suffering from navigation and content issues. What's in the News New Content Management Community of Practice, Industry Conferences, Online References and more Scott Abel This month is an exciting one for those involved in content management. Most newsworthy, a group of thirty content experts from around the world have announced the formation of CM Professionals, an international community of content management practitioners whose purpose is to further proven best practices based on shared experiences of experts and peers.
December 2004 Volume 1 - Issue 4	This issue focuses on education and training, not just the education to help you learn about content management, but also, using education strategies to gain support for content management. Our feature article is an interview with Bob Boiko, author of the Content Management Bible and Associate Chair of the Masters of Science in Information Management (MSIM) program in the iSchool at the University of Washington. Bob shares his perspectives on content management education, including links to his materials at the University of Washington. Feature Article Perspectives on Content Management Education: An Interview with Bob Boiko Bob Boiko Bob Boiko wrote the bible on content management, literally. His Content Management Bible was first published in 2001 and its popularity generated a 2nd edition, hot off the presses in November 2004. Apparently, people are keen to learn about content management and rely on the Content Management Bible as an authoritative source. Best Practices Educate, educate, educate for successful content management Ann Rockley Education is a critical component of a successful content management implementation. Education can be as simple as ongoing communication to participants or as organized as formal training sessions. This article identifies who needs to know what to ensure a successful content management implementation. Information Architecture Educating authors for content management Ann Rockley Authors are the primary users of your content management system. It is imperative that you teach them how to use the system and how to effectively reuse content. This article identifies the areas where authors need to be educated and provides some guidelines for supporting authors in their tasks. Tools and Technology Teaching the New Art of Authoring in XML Bill Albing Although XML has been around for years, the use of XML is far from mainstream for most technical writers. There needs to be grounding in the use of XML that goes beyond the programming syntax that is widely available in most XML courses. This article describes one such course the author developed, that combines concepts that are needed by developers of technical content, along with practical exercises and easily understood analogies to give the next generation of technical writers the basis they need. People, Processes, and Change XML: To train, or not to train Steve Manning XML continues to grow in use for content creation, which means that more and more content contributors are faced with authoring in XML. But how much XML do you need to know? And therefore, for managers, how much XML training do you need to provide to your content contributors? Gaining Management Support Applying a Pedagogical Model to Educating Management Pamela Kostur When starting a content management project, you generally need support from key stakeholders within your organization. You will need to "educate" management about your project and your reasons behind your project, but to do so, you need to learn about their needs so you can present materials to them appropriately. This article suggests applying a pedagogical model to educating management. This approach may help you to gain support for your project initially, and keep managers informed throughout the project's various phases. What's in the News Education: Courses available for you!! Scott Abel If you're looking to learn about effectively managing content, look no further. In this issue of The Rockley Report, we highlight several educational resources you may find valuable in your quest for content management knowledge. We've created a short list of college and university classes and programs, trade association offerings, and a summary of our own Content Management Workshop Series for your review. We've included some useful links to other online resources that may assist you in finding educational opportunities.
March 2005 Volume 2 - Issue 1	Standards and content management go hand in hand. Content is stored in a definitive source as reusable elements that can be reassembled as required to form numerous and different information products. Because content can be used in so many different ways, it needs to conform to standards. You need standards for authoring, standards for making information accessible, standards for graphics. In this issue of The Rockley Report we deconstruct some of the standards, focusing on why standards are important, and how they impact content management. We open with a case study that describes how one company implemented DITA, the Darwin Information Typing Architecture. Wendy Shepperd, Information Development Manager for BMC Software describes how they are using DITA to pilot XML-based structured authoring and advanced content management. Feature Article Using DITA to Develop a New Information Architecture at BMC Software Wendy Shepperd BMC Software is a leading provider of enterprise management solutions that empower companies to manage their IT infrastructures from a business perspective. Delivering Business Service Management (BSM), BMC Software solutions span enterprise systems, applications, databases, and service management. To better support the integration that BSM solutions provide, the Information Development organization is using the Darwin Information Typing Architecture (DITA) to pilot XML-based structured authoring and advanced content management. Best Practices International Standards and their Impact on Technical Communication and Content Management Ralph E. Robinson International Standards are becoming a fact of life in the world of business today. Conceivably, businesses in North America are required to meet quality standards as spelled out in ISO 9001, environmental standards as spelled out in ISO 14001, health and safety standards as spelled out in OHSAS 18001, regulatory standards like Sarbanes-Oxley and 21 CFR Part 11 as well as many other standards specific to the industry in which they operate, such as FAA, SAE, W3C. This article discusses the need for standards and their and impact on business; who is responsible for their development and how they are developed; how they will impact technical communication and technical communicators world-wide; and why technical communicators need to become involved in their development. Information Architecture Content Modeling to Assess Standards Pamela Kostur With all the standards out there, can you just pick one and start authoring? Well, it depends. This article describes content modeling to assess standards, focusing on determining expectations and ensuring the standard can meet those expectations. Tools and Technology CMSML: A Standard for Describing and Classifying Content Management Systems Erik M. Hartman The number of content management systems is still growing strong. And with the trend of enterprise content management buy-outs and new players in the market, the complexity of these numerous content management systems increases. A means of describing and classifying content management systems would be helpful. This article gives the ins and outs of CMSML, a markup language for content management systems provided by CM Professionals. Tools and Technology Understanding the Scalable Vector Graphics Standard Sara Porter In this article I will discuss the standard called Scalable Vector Graphics, or SVG. I begin with a brief explanation of what SVG is and conclude by explaining why SVG is important to adopt and use. The article is written in "non-program speak" and is intended to give a brief, high-level explanation of a very robust and deep technology, including what it is, why use it, and additional advantages of SVG People, Processes, and Change Content Management Systems and Web Standards Jim Byrne The World Wide Web Consortium (W3C) defines a set of standards for publishing content on the Web. The standards relate to the code used for adding structure to web pages, how those pages are presented to users, and scripting languages used to add dynamic elements to those pages. This article discusses why web standards are important in relation to Content Management Systems (CMS). What's in the News Content Standards Of Interest To Content Managers Scott Abel There are a variety of content standards that may come into play when developing content management solutions. This article provides an overview of two useful standards that may be of interest to those creating learning content or serving the content needs of those with visual impairments.
June 2005 Volume 2 - Issue 2	An idea is only as good as your ability to make a case for it. Unless you can convince others to adopt it, it remains an idea. To get your idea out of "your head" and implemented in your organization, you have to convince others that it's a good idea, why it's a good idea, what it'll do for them, what it will cost, and more importantly, what they'll get in return. But, moving an idea from your head into others' heads is often the reason why many good ideas never get implemented. You need to be able to make a business case for it, a elusive skill for many of us! However, there is help. In this issue of The Rockley Report we describe how to make a business case for a content management implementation. Rahel Bailie and Nina Junco open the issue with their article on making a business case. They go beyond the dollars and cents, which, while important, need to translated into a story that management can understand. Feature Article Making the Case for Content Management Rahel Anne Bailie Nina L. Junco Knowing intuitively that we can benefit from a content management system is not enough to convince management to open their wallets. Assembling effective metrics is one part of the equation, along with creating a compelling story and garnering executive support. We need to demonstrate the benefits and make a business case that justifies the cost and effort, if not for our management, then for ourselves. Best Practices Creating a Winning ROI Ann Rockley No business case is complete without a section on return on investment. You need to determine how your costs for implementing content management can be offset with savings or increased revenue. And you need to ensure that your ROI is accurate and believable. This article provides guidelines for creating a winning ROI. Tools and Technology Due Diligence in Selecting Technology for CM Steve Manning "How do I convince my management to spend money on CM tools?" That's a common question that people ask when we're talking about business cases. Part of the answer lies with the process of selecting tools and being able to show "due diligence". People, Processes, and Change Change Management: Dealing with Emotions Philippe Robitaille Change management helps to ensure the acceptance of any new system, process, or method. In the case of a content management initiative, where content reuse is critical, there are some unique issues that challenge acceptance, especially if more "traditional" authors take pride in ownership and are passionate about the creative process. In other cases, where authors have to deal with excessive content, the initiative may lead to author apathy. This article examines a recurring change management issue that presents itself in many projects that depend on content reuse-dealing with authors who are either passionate or dispassionate about enterprise content. It describes some of the emotions you may discover during a content management implementation and provides strategies for dealing with them. Gaining Management Support Tips for Building a Business Case Pamela Kostur In most organizations, you first have to prove you need something before you get the go ahead to do it or buy it! Implementing a content management solution is no different. While sometimes it's okay to forge ahead, then ask for permission (or forgiveness) later, in most cases, you'll need to secure resources first. And, to secure resources, you usually need to explain why, which means you need a business case. So, what goes into a business case? What should you consider when gathering information? Here's is a checklist with some tips, some things to consider, and some advice, aimed at helping you through what many consider a daunting task. Case Study How Guidant Corporation Gained Support for their Content Management Project Lori Kegel Guidant, located in St. Paul, Minnesota, is a world leader in the design and development of cardiovascular medical products. In a highly regulated environment, Guidant provides physicians with leading-edge technologies for improved patient management and clinical outcomes. The Technical Communications group produces product documentation for Guidant products, such as physician's manuals, operator's manuals, and technical manuals. Product documentation must meet stringent regulatory requirements. Because of issues in authoring and reviewing content, Guidant's Technical Communications group identified a need to move to content management. What's in the News Ammunition to Help Build your Business Case Scott Abel If you're looking to convince your boss that content management is a smart move, you're going to need some ammunition. In this installment of In the news, you'll find links to web sites where you can learn about the hurdles preventing some organizations from adopting content management, what the common business drivers are, and how to determine total cost of implementation. Knowing this information up front can help you make the case for adopting content management, prepare an appropriate budget, and develop a reasonable project plan to help you avoid the mistakes made by others.
September 2005 Volume 2 - Issue 3	Reuse, reuse, reuse, reuse... content reuse is key to content management so it bears repeating repeating repeating. In fact, the desire to reuse their content is one of the main reasons organizations decide to move to a content management strategy. Content reuse means that you can write content once and use it wherever required, but it also means that you have to write content consistently so that it can be reused. This issue of The Rockley Report explores various aspects of content reuse including suggestions for maximizing content reuse, preparing content for reuse, and implementing content reuse. Suzanne Escoffier from Symantec opens this issue by showing us how a content reuse strategy can follow a tract housing model and Suzanne Mescan from Vasont Systems outlines how organizations can best leverage content reuse when working with structured content in a single-source component-level content management system. Ted Spencer, a Web Content Management Consultant, describes how to adapt traditional transactional web site designs to deliver html site flexibility and facilitate reuse across static and dynamic pages. Debbie Donahue describes how her team at Unisys implemented a modular writing approach and Steve Manning further describes some of the change management issues you need to consider when implementing a reuse strategy. Our Information Architecture column compares content reuse to building with Lego (TM) and as always, Scott Abel rounds out the issue with a look at some resources where you can learn more about content reuse. Feature Article Designing content reuse: The "tract housing" model Suzanne Escoffier Once you're ready to implement a content management strategy in your organization, it's useful to look at other industries that rely heavily on standards. This article compares the development of a content repository with the development of tract housing to identify best practices for content reuse, focusing on planning, identifying reuse, and incorporatiing new content. Best Practices Maximizing content reuse, reuse, reuse Suzanne Mescan This article defines content reuse, reviews the types of content reuse, and outlines how organizations can best leverage content reuse when working with structured content in a single-source component-level content management system. Information Architecture Constructing with content Pamela Kostur Content reuse is key to content management. Content reuse means that you can write content once and use it wherever required, but it also means that you have to write content consistently so that it can be reused. This article describes the concept of "constructing with content", comparing it to constructing with LegoTM, and describes how to prepare your content for reuse. Tools and Technology Support for reuse Ann Rockley Knowing how your system supports reuse guides you in the development of your authoring reuse processes and in the way you design your content for reuse. This article looks at the features of reuse support to look for in your system. People, Processes, and Change Change management issues in implementing a reuse strategy Steve Manning The success of implementing a reuse strategy depends on many factors, not least of which is the effectiveness of your change management process. To be clear, in this context change management does not refer to the modifications to content, but instead how changes to the workplace are introduced to and rolled out to the writers. Tools and Technology The marriage between dynamic and static web content Ted Spencer Many organizations have independent designs and systems for their dynamic and static web content. But the trend right now is to find a way to give dynamic sites more flexibility, rounding out their transactional capabilities with a more content rich user experience that can be found on static html sites. In this article, Ted Spencer, a web content management consultant, describes how to adapt traditional transactional web site designs to deliver html site flexibility, and facilitate reuse across static and dynamic pages. Case Study A case study in modular documentation Debbie Donahue A group of Unisys technical writers (located in Mission Viejo, CA; Roseville, MN; and Malvern, PA) recently moved to a more modular approach to creating manuals. The more modular approach to documentation was precipitated by the company strategy to use common server technology across multiple product lines. In this article, Debbie Donahue, the project manager who led the writers in the Information Development group through this change, describes their approach to and rationale for modular writing. What's in the News Content Reuse Scott Abel Content reuse is one of the biggest benefits content management provides. Effective reuse of content improves productivity, reduced inconsistency, and makes content more accessible. In this installment of In the news, you'll find links to resources that can help you master the fundamentals of reuse, make sense of statistics on content reuse, and find other content-related metrics that can help you make the business case for content management in your organization.
December 2005 Volume 2 - Issue 4	In today's "global economy", translation and localization are not options; they are required to do business around the world. For many organizations, one of the key motivators for moving towards content management is the potential cost savings realized through reduced translation and localization costs. Feature Article Up-front translation strategies save big time downstream Ben Martin Effective delivery of content across languages requires up-front attention to three main areas: 1) translation-friendly authoring strategies, 2) leveraging of content management technologies, and 3) aligning translation activities with an international market strategy. This article pulls from the author's experience and explores best practices in each of the three areas. Best Practices Managing a translation flow: best practices Hélène Keufgens Managing global content combines content management and content translation processes. Each of these draws on different technologies and skills. Companies publishing multilingual information without internal translation skills find that they fare best by keeping both workflows apart, and creating an effective hand-over between them. Tools and Technology Localization tools Ann Rockley Localized content can be managed in many different ways with content management systems and global content management systems. This article reviews the technology options. People, Processes, and Change Helping authors to adopt translation best practices Ann Rockley Moving towards the design, creation, and delivery of translated content can be yet another change for authors. Potentially coming on the heels of a movement to structured content, content reuse, and content management, it can be overwhelming. This article talks about how you can help to mitigate the concerns associated with the change. Gaining Management Support Content management systems and translation memory: creating management buy-in Peter Argondizzo Your department is faced with tighter deadlines, more products in the pipeline, staff reductions, an expanded list of standard languages for a typical release as well as pressure from management to reduce your translation budget. Most of you have probably faced one or all of these challenges. A good place to start would be the thorough investigation of a Content Management System or CMS. This article will focus mainly on the benefits offered by a CMS relative to the translation effort. The principal goal of this article is to give you a strong case for the implementation of a CMS. Case Study Agile Software Tanya Stevenson This case study discusses the use of a content management system to overhaul the documentation environment of a small software company. The company, which creates computer telephony software for the international contact center market, required user manuals and HTML Help in 12 languages. What's in the News Understanding Globalization, Localization, and Internationalization Events Scott Abel All this talk about localization, globalization, and internationalization can make your head spin. So many "-ization" words and no clear way to know what each means, exactly. That is, until now...