By Ann Rockley, Charles Cooper and Scott Abel The following is an excerpt from Intelligent Content: A Primer, the sixth book in The Content Wrangler Content Strategy Series of books from XML Press (2015). Adopting intelligent content—Practical advice In this chapter, we provide tips and first steps to help kickstart an intelligent content project. Let’s examine a few recommended first steps. Consider these before adopting intelligent content. Understand the impact of corporate culture when adopting intelligent content Adopting intelligent content requires technological change, but these changes are smaller and easier to overcome than cultural changes. As Douglas Adams said in The Hitchhikers Guide to the...Read More
Author: Ann Rockley
Ann Rockley is CEO of The Rockley Group, Inc. She has an international reputation for developing multichannel content strategies and digital publishing solutions. She has been instrumental in establishing the field in content strategy, content reuse, intelligent content strategies for multichannel delivery, and content management best practices. Rockley is a frequent contributor to trade and industry publications and a keynote speaker at numerous conferences in North America, Europe, and Asia-Pacific.
By Scott Abel, The Content Wrangler It’s time to think differently about content. Instead of throwing more resources at content problems — a typical solution for many organizations — or inventing another quick fix that solves a singular challenge but creates additional problems downstream, we need a more strategic approach. We need a formal, repeatable, systematic way of producing content intentionally designed to support us today — and in the future. We need a method that will allow us to strip away all of the productivity-zapping, unnecessary (and expensive) tasks that prevent us from being efficient. And, we need an...Read More
We asked content management maven Ann Rockley of The Rockley Group to share her thoughts about EMC Documentum’s acquisition of X-Hive. This is what she had to say. TCW: How significant do you feel the acquisition of X-Hive by EMC is? Ann Rockley Very. As Peter O’Kelly of the Burton Group stated in the original eWeek announcement, “X-Hive will ultimately provide the foundation for EMC’s future content management products and services, focusing on XML content components rather than documents at the center of the architecture.” This is a major shift in industry focus! We’re not just talking what some people consider “niche market” content such as technical publications where content component management is most established, EMC intends to use X-Hive as the underlying structure for its entire product line. In other words, XML-based content component management for enterprise content. And EMC is not alone. SDL’s recent acquisition of Tridion, a web-based content component management system, made very clear that where translation is concerned, XML and content-component management provides a significant strategic advantage. TCW: Do you think this will impact other vendors in the industry? Ann Rockley: Definitely. For the first time the industry has a Tier 1 enterprise player. There are a number of very good players in this market, but now they will have to compete in a whole new way. TCW: Do you have any concerns? Ann...Read More
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