Author: Ann Rockley

Known affectionately as "The Content Wrangler," Scott Abel is an internationally recognized global content strategist who specializes in helping organizations deliver the right content to the right audience, anywhere, anytime, and on any device. He writes regularly for business and content industry publications, is frequently selected as a featured presenter at content industry events, and served on the faculty of the University of California, Berkeley, School of Information. Scott's message is clear: Content is a business asset worth managing efficiently and effectively. His firm, The Content Wrangler, exists to help content-heavy organizations adopt the tools, technologies, and techniques they need to connect content to customers.

Adopting Intelligent Content: Practical Advice

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...

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Intelligent Content: A Primer by Ann Rockley, Charles Cooper and Scott Abel

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...

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Ann Rockley on EMC Acquisition of X-Hive

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...

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