Content management for dynamic Web delivery

Successfully manage Web content to achieve a competitive edge
Using the content management strategy that she developed for companies such as Nortel, Motorola, Cisco, and others, Hackos walks readers through the stages of effective Web content management. She shows how to establish a content strategy based on what type of content a user needs, the platforms to which it should be delivered, and the types of content necessary for the organization. Readers will learn how to develop and incorporate an information model into their Web site design as well as how to transform their organization's processes to ensure dynamic content delivery. They'll also find tips on how to take advantage of XML.

Preface	p. 1
Where does content management fit in?	p. 2
Who should read this book?	p. 3
How is the book organized?	p. 3
Acknowledgments	p. 4
Chapter 1. Is Content Management in Your Future?	p. 6
The promise of content management	p. 9
Scenario 1 Wanting to buy, but no place to go	p. 11
Scenario 2 Where, oh where did the customer go?	p. 12
Scenario 3 Customer service gone awry	p. 13
Scenario 4 No instructions are better than the wrong ones	p. 14
Scenario 5 If it happened last year, it doesn't do me much good today	p. 14
Essential content management	p. 15
The content-management challenge for the enterprise	p. 16
Turning content into knowledge	p. 17
Placing content at the core of the information value proposition	p. 18
Content management in the supply chain	p. 20
Content management in the support chain	p. 23
Responding to the news and entertainment content-management challenge	p. 30
Developing continuous publishing as the key to frequent use	p. 32
Removing the Web production barrier	p. 33
Dynamic content challenges traditional Web management practices	p. 34
Maintaining a continuous information stream	p. 34
Developing your content-management solution: a phased approach	p. 36
Phase 1 Assessing your needs and developing a plan	p. 37
Phase 2 Developing your Information Model and outlining your technology requirements	p. 39
Phase 3 Creating your content assembly and delivery plans	p. 43
Phase 4 Conducting and evaluating a pilot project	p. 45
Phase 5 Rolling out to the larger enterprise	p. 47
Chapter 2. Implementing a Content-Management Solution	p. 50
The content-management solution	p. 52
Build your vision of the future user experience	p. 53
Beware of beginning with only what you already have	p. 56
The content-management components	p. 60
Authoring and acquiring content	p. 63
Unstructured authoring	p. 65
Forms-based authoring	p. 66
Format-based authoring	p. 66
Structured authoring	p. 68
Tagless authoring	p. 70
Adding metadata	p. 73
Benefits of a tagging system	p. 74
Summary of content acquisition and authoring	p. 76
Defining a content-management repository	p. 76
Document management or component management	p. 78
A reuse strategy	p. 82
Workflow and notification processes	p. 83
Search and retrieval	p. 87
Version control	p. 87
Link management	p. 88
Multiple-language support	p. 90
Technical requirements for a repository	p. 90
Multiple repositories	p. 92
Summary	p. 93
Assembling and linking content	p. 93
Linking	p. 94
Summary	p. 95
Delivering content	p. 95
Style conversion	p. 96
Adding format styles	p. 97
Writing the requirements for your content-management solution	p. 98
Chapter 3. Taking a Close Look at Your Information Resources	p. 100
To archive or not to archive	p. 102
Adding existing print information through imaging	p. 104
Labeling existing electronic information for storage and retrieval	p. 104
Using automatic content classifiers	p. 105
Using people skills to label information	p. 106
Transforming existing content	p. 106
Leaving your legacy information "as is"	p. 107
Restructuring existing information	p. 108
Normalizing existing content	p. 109
Using conversion tools to create structure	p. 112
Format tags	p. 114
Semantic or meaningful tags	p. 114
Adding format upon output	p. 115
Insisting on meaningful tags	p. 116
Using standard metadata from external information resources	p. 118
Developing your own standards for third-party suppliers	p. 119
Standardizing the use of metadata and tags within your organization	p. 119
Recognizing that determining metadata is an ongoing process	p. 120
Investigating your users, your business, and your authoring environment	p. 121
Chapter 4. Creating an Information Model	p. 122
What is an Information Model?	p. 124
The three-tiered structure of an Information Model	p. 126
Starting with a personal view of an Information Model	p. 127
An organizational Information Model	p. 128
A place for everything	p. 131
Even familiar models are challenging for newcomers	p. 131
Information Models based on static categories can be difficult to learn	p. 132
Why do you need an Information Model?	p. 133
Static Information Models	p. 134
Dynamic Information Models	p. 135
Defining the components of the Information Model?	p. 136
Analyzing user requirements	p. 138
Assessing authoring requirements	p. 141
Version and release control requirements	p. 142
Building an Information Model	p. 144
Deciding on the scope of your Information Model	p. 145
Identifying the dimensions of your Information Model	p. 146
Analyzing a customer user community	p. 150
Analyzing an employee user community	p. 152
Analyzing users' goals and tasks	p. 153
Analyzing the authoring community	p. 155
Inventorying existing information	p. 157
Identifying existing Information Models	p. 157
Evaluating new information relationships	p. 159
Chapter 5. Developing Information Types and Content Units	p. 160
What are information types?	p. 163
Why do you need information types?	p. 165
Inconsistencies invite confusion	p. 165
Supporting the Information Model	p. 168
What are content units?	p. 168
Supporting reuse	p. 171
Assisting authors	p. 177
Deciding not to use information types	p. 179
Deciding when to use information types	p. 179
Information types in the birding guide	p. 180
Information types in the cookbook	p. 180
Developing technical information types	p. 181
A typical set of information types for technical information	p. 184
Developing your information types	p. 185
Information type definitions	p. 188
Avoiding the proliferation of information types	p. 192
Considering industry standards for information types	p. 192
Common XML standards enhance cross-company collaboration	p. 197
Chapter 6. Using Content Units to Structure Information Types	p. 198
Relating information types to content units	p. 200
Defining the content units for each information type	p. 203
Content units should identify meaning not format	p. 208
Avoid automated tagging engines that deliver only stylistic tags	p. 210
Standard content units support consistency and usability	p. 210
Standard content units support reuse	p. 213
Standard content units speed development time	p. 213
Chapter 7. Developing Content Plans for Static Web Sites	p. 214
Why is content planning important?	p. 217
Building a context for your information	p. 219
What is a content plan?	p. 221
Content plans for collections of information topics	p. 222
Creating a set of recipes	p. 227
Content plans for Web sites	p. 234
Planning static content for the Web	p. 234
Presenting information in context	p. 241
Using the Information Model as an organizing principle	p. 246
Developing a content plan for static content	p. 253
Moving from static to dynamic delivery	p. 259
Chapter 8. Developing Content Plans for Dynamic Web Sites	p. 260
Planning dynamic content for the Web	p. 262
Building a user community through dynamic delivery	p. 263
Developing dynamic content within a static architecture	p. 264
Updating data based on user queries	p. 266
Developing customized content	p. 267
Product models	p. 269
User profiles	p. 271
Workflow roles	p. 273
Other environments	p. 274
Tagging information for dynamic delivery	p. 274
Tracking customers	p. 275
Keeping search statistics	p. 275
Assembling content dynamically	p. 276
Scenario 1 Planning a dinner party	p. 276
Scenario 2 Delivering command reference information	p. 277
Scenario 3 Extracting information for technicians	p. 278
Scenario 4 Creating customer user guides	p. 278
Personalizing content	p. 279
Delivering with portals	p. 283
Adding user-generated information	p. 287
Creating a content plan for dynamic content	p. 288
Chapter 9. Developing a Single-Source Strategy	p. 292
Planning a single-source strategy	p. 295
Multiple versions of the same product	p. 295
Multiple methods of delivery	p. 298
Deciding on the appropriate level of granularity	p. 303
Book-level granularity	p. 304
Module-level granularity	p. 305
Content-unit-level granularity	p. 305
Word-level granularity	p. 306
Ensuring that your metadata supports your single-source strategy	p. 308
Building compound documents out of reusable content units	p. 309
Building customized documents out of reusable content units	p. 311
Building documents from the top down using existing compound structures	p. 311
Chapter 10. Authoring for Reuse	p. 314
Starting with a content plan	p. 316
Focusing on the topic at hand	p. 319
Following a predetermined structure	p. 320
Making writing assignments	p. 322
Assigning metadata	p. 323
Creating links	p. 325
Adding index terms	p. 326
Developing style guidelines	p. 327
Editing to the guidelines	p. 327
Normalizing text	p. 328
Establishing a review and approval process	p. 329
Planning for translation	p. 331
Using translation memory tools	p. 332
Including translation and localization in the project	p. 332
Pursuing minimalist strategies	p. 333
Less is often more	p. 334
Fostering a reuse strategy	p. 335
Chapter 11. Staffing for Content Management	p. 336
Content-management development process	p. 338
Develop an Information Model	p. 338
Develop a presentation design	p. 339
Implement the content-management system	p. 339
Deliver information to users	p. 339
Staffing your content-management project	p. 340
Project manager	p. 341
Information architect	p. 342
Information designer	p. 345
Interface designer	p. 345
Authors and information developers	p. 346
Editors	p. 348
Translators	p. 349
Repository manager	p. 350
Application programmer	p. 350
Database administrator	p. 351
Updating job skills for content management	p. 351
Training	p. 352
Conferences and exhibits	p. 352
User groups	p. 353
Chapter 12. Making a Business Case for Content Management	p. 354
Analyzing the current state	p. 357
Estimating checklist	p. 357
Identifying benefits for customers, partners, and staff	p. 361
Creating customer value propositions	p. 362
Quantifying the customer benefits	p. 363
Identifying cost reductions opportunities	p. 365
Benchmarking against best practices	p. 367
Promoting internal efficiencies	p. 369
Investigating cost reduction opportunities	p. 371
Calculating potential cost savings	p. 373
Leveraging infrastructure costs	p. 375
Calculating your Return on Investment (ROI)	p. 376
Selling content-management to your colleagues	p. 378
Involving colleagues in the design of your solution	p. 379
Selecting an initial project	p. 381
Involving the staff	p. 382
Take a learning and growth perspective	p. 382
Critical success factors	p. 383
Appendix A Content Management Requirements Checklist	p. 385
Output requirements (assembly, linking, publishing)	p. 386
Web Delivery	p. 387
Authoring and acquisition requirements	p. 389
Information Model requirements	p. 391
Content management requirements	p. 394
Appendix B Vendors	p. 397
Authoring	p. 398
Content Categorization	p. 400
Content Management Systems	p. 400
Production	p. 402
Bibliography	p. 405
Books	p. 405
Periodicals	p. 407
Web Sites	p. 407
Content Management	p. 407
SGML	p. 408
XML	p. 408
Personalization	p. 408
Index	p. 409

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