If your brain was on XML, it would be organized. You'd be able to access any memory, conversation, and so on. You'd be able to find memories because they'd be semantically tagged. But alas, only content can be on XML. In this presentation, we talk about how structured content effects operational efficiency and what you can do to your content to make using it more efficient.

1. Your Brain on XML
Structured Content
and Operational Efficiency
Val Swisher, CEO
Content Rules
@contentrulesinc

2. Content Rules
An amazing collection of people who help
great clients create fabulous content and get it
ready for global consumption.
Who am I?

3. If Your Brain was
Structured
Imagine

4. You Could:
Be Extremely Organized
Structured
Thoughts

5. You Could:
Access any
memory, conversation, thought, image you’ve
seen, paper you’ve written
Structured
Memories

6. You Could:
Semantically tag all of your
memories, names, thoughts, and ideas
Brain
Find Stuff

7. You Could:
Vulcan Mind Meld with other people’s
thoughts, ideas, and situations
Vulcan
Mind Meld

8. Only Your Content Can
Be on XML
Unfortunately
Truth

9. You Must:
Write as generically as possible
Generic

10. You Must:
Write for multiple modes of publishing
(web, print, mobile, tablet)
Multi-Channel

11. You Must:
Tag your content well, using an
understandable, well-thought out taxonomy
Findable

12. You Must:
Avoid creating duplicate content (which means
you have to search for it and be able to find it)
Reuse

13. Operational Efficiency
We use XML to be more efficient.
Why?

14. Operational Efficiency
Doing more with the same resources.
Definition

15. Operational Efficiency
is Not New

16. What About XML and Reuse?
“You Cannot Realize the Gains of Structured
Authoring Efficiency if You are Not Efficient
with Words” - me.
Efficient Reuse

17. What About Terminology
Management?

18. Consistent
Terminology
Increases Operational Efficiency
Mandatory for Successful XML Deployments
How?

19. How Many Ways Can You Say:
Dog Puppy
Canine Mutt

20. Without Consistent
Terminology:
Topics cannot be reused effectively
Identical Words

21. Without Consistent
Terminology:
Multiple topics that are almost – but not quite
– the same
Identical Words

22. Without Consistent
Terminology:
Readers get confused
Confusion

23. Without Consistent
Terminology:
Customers call technical support
Added Expense

24. Without Consistent
Terminology:
Confusion can lose customers
Financial Loss

25. But How?
Pull
Push

26. No one uses style guides.
Dirty Little Secret
That’s right.
No one.

28. Using the right tools, you will
Right Tools
• Spend less time writing
• Use editing resources more effectively
• Create better quality content in all languages
• Spend 15-40% less money on translation
• Get to market faster
• Field fewer technical support calls
• Have happier customers

29. So What are You Waiting For?

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