Content Automation. Gavin Drake, VP Marketing

Transcription

1 Content Automation Gavin Drake, VP Marketing

2 Quark Enterprise Solutions Unparalleled expertise in content automation 30-years of technology innovation and leadership Global footprint Track record delivering award-winning enterprise scale solutions Partner with our customers throughout the process

3 Quark Customers and Content Automation Innovators Financial Government Industrial Other Research reports, SOPs, customer communications Intelligence, legislation, regulation Technical docs, SOPs, marketing materials SOPs, apps, journals, magazines, newspapers

4 1 Trends Driving Content Automation

5 Knowledge is Power Vs. Rise of the Machines THE PROLIFERATION OF CONTENT IS TRANSFORMING US FROM AN INFORMATION- BASED SOCIETY TO A KNOWLEDGE-BASED SOCIETY Due, in part, to the Internet of Things, the digital universe is doubling in size every two years and will multiple 10-fold between 2013 and 2020 In today s marketplace, knowledge itself is not power, but the sharing of knowledge is. THE RISE OF AUTOMATION IS EMPOWERING SMARTER WORK, LETTING PEOPLE FOCUS ON THE BUSINESS NOT THE PROCESS. 50% of senior executives see automation (and 44% see analytics) as delivering a positive impact to processes in three to five years We re moving to a world where employees will have smart decision-support systems in the workplace We re not talking about job displacement by AI robots. We re talking about having workplace tools that let us do our jobs better

6 Content-related Technology Spend is Large and Growing 2016 Quark Content Automation Research

7 Organizations are Facing Significant Content Challenges 2016 Quark Content Automation Research

8 Organization s Perspective About Their Content Management Q13: Do you agree with the following statements about the way you manage content? Fully Agree Somewhat Agree Neutral Somewhat Disagree Fully Disagree Mean I find an inefficient way to review and approve content. 42.4% 27.2% 13.2% 10.6% 3.9 I find PDFs difficult to review and annotate.' 22.3% 27.7% 18.9% 16.9% 14.2% 3.3 I spend too much time recreating content that already exists.' 18.9% 34.5% 20.9% 13.5% 12.2% 3.3 I spend too much time repurposing content for different channel (print, PDF, Web, mobile, etc.). 16.6% 20.7% 31.0% 20.7% 11.0% 3.1 I spend too much time editing and updating content.' 16.0% 32.0% 26.0% 19.3% 3.3 I spend too much time reviewing content.' 13.3% 33.3% 24.7% 22.0% 3.3 0% 20% 40% 60% 80% 100% (Mean: Fully disagree=1, Fully agree=5) 2016 Quark Content Automation Research

9 Our migration to a single content automation platform is not about cost savings. It is about a better experience for our customers and better content, better products. Andrjez Dostatni VP of Product Development & Delivery, IHS Markit

10 Key Drivers for Content Automation 2016 Quark Content Automation Research

11 2 Introducing Content Automation

12 Word of the Day Content Automation [kon-tent-aw-tuh-mey-shuh n] The technique, method, or system of controlling any part of the content lifecycle by highly automatic means, such as by software, reducing human intervention to a minimum.

13 Content Automation: Why Now? As businesses focus digital transformation, the traditional print-based methods of creating, approving, publishing, distributing, and tracking content become increasingly inflexible, timeconsuming, and expensive 1. Move from document-based to content-based processes 2. Content automation tools are designed to optimize and automate every stage of the content lifecycle

14 Tagline Change. Cost: $150M+

15 From Documents to Content Reusable Content Components Static Documents

16 Consume & Analyze Deliver INTRODUCING Create & Update Automate Your Entire Content Lifecycle Manage Publish

17 3 Is Content Automation for You?

18 10 Phrases That Say You Need Content Automation 1. Why does it take us so long to publish content? It s already out of date by the time it gets to our customers. 2. Too many errors appear in our regulated documents. 3. Customers are dissatisfied with the inconsistency of content across our web, PDF, and print collateral. 4. We need a digital transformation within our business. 5. Keeping track of who last updated this content is impossible. 6. We need to publish more without increasing the size of our team. 7. Our customers are asking for an optimized mobile experience. PDF just isn t good enough. 8. I m spending too much time re-creating content I know already exists. 9. Because we can t keep up with the content demands of the business, we can t enter new markets. 10. There must be a way to reduce the cost of localization (or translation) of our content.

19 Large Enterprise Perceptions About Their Content Q9: How accurately do these statements describe your organization s content? Fully Agree Somewhat Agree Neutral Somewhat Disagree Fully Disagree Mean Our content is regularly delivered in multiple channels (print, PDF, Web, mobile). 55.1% 33.7% 4.4 Our content is regularly translated to multiple languages. 38.9% 24.4% 13.3% 12.2% 11.1% 3.7 We create a high volume of similar documents. 37.1% 39.3% 13.5% 7.9% 4.0 Our content requires a high volume of revisions. 30.0% 50.0% 11.1% 8.9% 4.0 We regularly reuse content across multiple documents. 28.4% 40.9% 9.1% 12.5% 9.1% 3.7 We regularly deliver the same content to different audiences. 26.7% 44.4% 22.2% 3.9 Our content is highly regulated. 25.8% 28.1% 18.0% 13.5% 14.6% 3.4 Many of our documents include data, charts and graphs. 25.6% 42.2% 18.9% 11.1% 3.8 0% 20% 40% 60% 80% 100% (Mean: Fully disagree=1, Fully agree=5) 2016 Quark Content Automation Research

20 Examples of Business-Critical Investment research reports Fund fact sheets Content Analyst reports Pharmaceutical test specification documents Standard operating procedures Polices and procedures Training and instruction manuals Sales Collateral Legislation and regulatory documents Medical writing Building codes High-value customers communications Information products Technical Documentation Product Information

21 4 Understanding Your Content

22 Content Challenges It s often underutilized It isn t always easy to access The time from creation to consumption is too long Creating and maintaining it costs too much so it s neglected, out of date, and out of sync, quality drops It isn t developed in a way that lends it to working across different media types and channels Take a Content Audit

23 Content Audit The good news? Taking a fresh look at your content with a content audit will uncover areas where you can leverage content automation to: Make your teams more productive, Your customers happier, and Your entire organization more competitive.

24 Stepping Through a Content Audit Define the objectives and scope Plan surveys and inventories Perform document and infrastructure inventory Conduct user and author surveys Identify guidelines and standards Document inventory information Perform the document audit Perform document analysis

25 Example Content Audit Objectives Type Business objectives Objective For a retail bank: Improve credit card cancellation processes to reduce costs by 10 per- cent through improved customer response times, reduction in errors, and reduction in staff training time. For a global airline: Improve Net Promoter Score (NPS) by 3 percent through reduction of errors in and the speed of access to in-flight cabin-crew standard operating procedures. Content consumer objectives Document authoring and maintenance objectives Increase average number of web pages viewed per visit by 25 percent through increased content relevance. Provide subject-matter experts the ability to easily create, reuse, review, and preview content as well as assign metadata using a unified toolset and minimizing the amount of disparate user experiences required. Reduce the time to publish updates to all channels from months to weeks, weeks to days, or days to minutes to improve information quality, consistency, and availability by replacing non-value-added manual labor with automation.

26 5 Create and Managing Content

27 Authors Waste Time Re-creating information that already exists Updating information that s been copied and pasted many times Decorating documents Converting and re-formatting documents for different media Bottom line: Authors waste up to 50% of their time on low-value work AND the result is unstructured content that cannot be automated

28 Knowing Your Content Structures Unstructured Content Create one-off documents Describes how content looks Content is static Manually apply formatting, design and, layout Manually build charts, graphs and tables Copy and paste to reuse content Manual content updates No tracking of which version of which content is used where Smart Content (structured) Create reusable content components Describes what content is Content can be personalized Automatically apply formatting, design, and layout Dynamic chart, graph and table building Point and click to reuse content Automatic content updates Full tracking and auditing of all content

29 Smart Content Example (what the reader sees) From this: Microsoft to acquire LinkedIn for $26.2 billion in cash to strengthen Dynamics CRM position against Salesforce.com. (what the solution understands) To this: <investment-news type= acquisition date= > <company tkr= msft >Microsoft</company> to acquire <company tkr= LNKD >LinkedIn</company> for $26.2 billion in cash to strengthen <product uri= >Dynamics CRM</product> position against <company tkr= CRM >Salesforce.com<company>. Must be styled and enhanced manually for each device and audience. Smart content can be automatically formatted and enhanced for different devices and audiences. This aids discoverability and interactivity such as links to live stock ticker information for each company.

30 Choosing an Authoring Tool Type of Tool Example Authoring Type Job Role Word processor Microsoft Word Unstructured Knowledge worker, SME, outside contributor XML editor for non-technical authors Quark XML Author for Microsoft Word, Quark Author Structured (Smart Content) Knowledge worker, SME, outside contributor Traditional XML editors oxygen XML Editor, Altova, XMetaL, and others Structured Technical writers Desktop publishing software QuarkXPress Unstructured Designer

31 Choosing Your Content Management Approach Web content management Digital asset management Workflow management system Enterprise content management (ECM) Component content management (CCM) Content automation platforms

32 6 Publishing and Delivering Content

33 Publishing vs. Delivery Publishing: The act of rendering or generating output. For example, the creation of a PDF, HTML, or XML file. Delivering: The act of transferring the rendered output to an end system that enables access to the content. For example, a web content management system, a mobile content application, a marketing automation platform, an FTP site, a records management system, and so on.

34 Which Formats Do You Need? Published Format Purpose Delivered To PDF Printing, digital pagination, viewing, sharing, archiving, print preview Enterprise content management system, web content management system, cloud storage software, commercial printer XML Web, content syndication Web content management system, archival system, mobile delivery system HTML/HTML5 Web preview, , web apps, mobile apps Web content management system, marketing automation platform, mobile delivery system

35 Automate With Templates Guides that can be applied to content to enforce design, layout and brand rules Avoids hand-crafting every file you publish Reduces errors and drives consistency Streamlines the entire publishing process Templates are centrally managed

36 7 Choosing a Content Automation Platform

37 Content Automation Landscape Enterprise Digital Publishing Component Content Mgmt POINT SOLUTIONS Structured Authoring Document Rendering Financial Services Government VERTICAL APPLICATIONS Manufacturing Web CMS BACKBONE PLATFORMS Content Automation Platform Enterprise Content Management Translation Consulting Healthcare Energy

38 Putting is All Together Point solution vs. platform Major solution categories Authoring-centric Document management-centric Web content-centric Publishing-centric Content automation-centric IT Considerations Scalability Extensibility Security Deployment model

39 Next Steps Grab a FREE copy of Content Automation for Dummies from our booth Setup a discovery call to see if content automation is right for your business Questions? gdrake@quark.com

40 Thank You