Customer comments on this selection.
 An expert's view on unifying information
Actually implementing a content management solution, even for a small company, is a daunting prospect. Not only do you have to consider a myriad of concrete tasks in order to audit, centralize, and reuse your information. You also have to "sell" a major work-style change to numerous players. Even knowing where to start can be overwhelming, and that's where Ann Rockley's book Managing Enterprise Content comes in.
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br /Authoritative and experienced, Rockley acknowledges that enterprise content management is not for everyone (a refreshing change from those pushing cookie-cutter solutions). In cases where content management could solve business problems, Rockley makes her case with calm conviction, breaking the subject down into logical chunks. In particular, her chapters on designing metadata (the "information about information" that is key to effective and scalable content management) and workflow (the designation of who does what, when) are lucid and comprehensive.
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br /Whether your objective is to get a grasp of the subject, sell an implementation to your organization, or just digest what an impending implementation will mean to you, you'll want Rockley's book on your desk.
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 An excellent starting point for tech writers making the move to single sourcing.
I came to this book from a very different direction than many (all?) of the other reviewers. I'm a technical writer ("content developer") researching methods and tools for single-sourcing technical documentation. For my purposes, this book was an excellent starting point in recognizing and understanding the considerations that must be taken into account when migrating to a single-source solution (i.e., one tool and set of practices for developing documentation to be delivered in multiple media), defining a new set of practices, and evaluating an authoring tool. I recommend this book strongly to any tech writer/manager who needs help understanding the basics of single-sourcing.
Content reuse, not Enterprise Content Management...,
This book's title has probably attracted those interested in Enterprise Content Management. ECM has increasingly become a major buzz in business strategy circles as the information age tidal wave spills over into organizations and floods them with content. We're literally drowning. "Managing Enterprise Content" does not discuss ECM in broad terms, such as structured and unstructured content, email, scanned documents, OCR, ICR, etc. Instead, it focuses on content reuse. To take a simple example, a product brochure, a website, and a press release all include descriptions of a product. Why, the book argues, rewrite that description three separate times for each medium? Why not write it just once, store it in a content management system, and then reuse it over and over again? "Content Modularization" or "Content Reuse" probably describe the goals of this book less confusingly than "Managing Enterprise Content." But, in fairness to the authors, the current title isn't inaccurate, it just lends itself easily to misunderstanding. To reiterate: those looking for a course in Enterprise Content Management conforming to the Association for Information and Image Management's (AIIM) guidelines should look elsewhere.
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br /Nonetheless, those looking for a strategy to manage distributable content throughout an organization should take a look at "Managing Enterprise Content." The focus remains on implementing a "unified content strategy," which translates essentially to an efficient reuse of content. Here the word "content" has a specific sense relating to verbiage authored for a specific use. Product descriptions, mission and vision statements, disclaimers, compliance and regulatory announcements, anything widely distributable qualifies. How does one efficiently manage the creation and the evolution of such content across an organization? This obviously implies some form of centralization (although this pregnant term gets strategically avoided for obvious reasons). And this further implies a software system. But prior to purchasing an expensive application, the business must align itself process-wise to enable content reuse. Otherwise the costly program will sit and rot. The first three parts of the book (I - III), comprising its first twelve chapters, discuss these necessary preparations and walk the reader through to implementation. This progression mirrors, for good reasons, the project management and software development life cycle processes. First, determine the concept or the "why?" of the project (Chapters 1 2). Then perform cost benefit analysis (Chapter 3 discusses ROI for content reuse), analyze and prioritize the current content infrastructure, the "As-Is" (Chapters 4 through 6), look to the future by modeling and designing the elements of the system the "To-Be" (Chapters 7 through 11), and finally implement the reusable content infrastructure (Chapter 12). Evaluation of software tools and technology should come before implementation, but the book instead covers these topics in Part IV (Chapters 13 to 18). So it's that easy to implement a unified content strategy? Well, no, not really.
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br /Part V, the book's final section, outlines the inevitable issues that face organizational restructuring. Implementation of a unified content strategy will probably necessitate fundamental changes. Roles will get changes, people moved around, departments will get realigned or reorganized. All of this can sap morale or cause anxiety amongst employees. The author is not an authority on such issues, so this section of the book remains somewhat cursory and high-level. Conflict management gets deferred to a website (the book contains an out of date URL, but the book's website[...] has an updated address), and the advice presented here will probably not surprise anyone. Still, managing change remains an important part of any new implementation and this section, though rudimentary, will at least raise awareness.
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br /Lastly, the appendices contain a grab bag of information. Appendix C, on vendors, has probably suffered from age (these days, a lot can happen in three years), but it may provide some good leads. Appendix B, "Writing for Multiple Media," probably could have appeared in the main body of the book; it contains important details not covered elsewhere.
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br /Overall, the book does give a plausible outline for implementing the proposed strategy. Some of the chapters may seem overly simplistic or overlong to those experienced with system implementations or business process management. At the very least, "Managing Enterprise Content" may introduce some readers to the concept of enterprise content reuse. That concept remains a challenging one that will likely mean different things to different organizations. So this book does not provide the final word on the subject, nor does it intend to. An organization can only use this book as a blueprint or a guidepost for implementing its own unified content strategy.
Review of Managing Enterprise Content: A Unified Content Str
Are you overwhelmed with the need to create more content, faster, customized for more customers, and for more media than ever before? Do you consider storing documentation on a server as an effective a content management system? Do you want to learn how content management will empower your organization? The answer to these questions and many more is covered in Managing Enterprise Content: A Unified Content Strategy by Ann Rockley with Pamela Kostur and Steve Manning of The Rockley Group. The Rockley Group is one of the leading providers of content management methodologies. pManaging Enterprise Content provides concepts, strategies, guidelines, processes, and technical options that will prepare you to meet the increasing demands of creating, managing, and distributing content. It describes techniques that will help you define your content management requirements, build your vision, design your content architecture, select tools, and overcome obstacles of managing enterprise content. It will help you to visualize the spectrum of enterprise content, the requirements for effectively creating, managing, and delivering content, and the value of developing a content strategy for your organization. That¡¦s a lot of information for one person to understand. That¡¦s why the book is written for three audiences: content managers, information architects, and authors. Managing Enterprise Content follows the same methodical approach that Rockley uses to teach content management in seminars and workshops. pI was expecting the book to jump into the technologies to implement a content management system. But that¡¦s not how Rockley presents content management. She begins with The basis of a unified content strategy and describes how content is created, who creates it, why authors work in isolation, and the consequences of isolation and centralizing content. The solution is to consolidate content in a definitive source, and a process that encourage authors to work collaboratively. The next step is to assess opportunities for content reuse. If you have never heard the term ¡¥reusing content,¡¦ you may know it as single sourcing. You probably already reuse content (i.e. copy and paste), which works well until the information, and everywhere that it appears, must be updated. Content reuse involves using existing content components (e.g. paragraphs, sections, and chapters) to develop new documents. Implementing a unified content strategy is a costly investment: tools, technologies, and training are not cheap. Investment costs are incurred in technology, training and consulting, and lost productivity. pExamples are given to calculate the cost of authoring tools, content management systems, training and consulting¡Xa content management system is not a plug and play, one size fits all solution. The return on investment is achieved by reduced time to market, reduced cost of product content development, improved accuracy and quality of content, and reduced manufacturing defects. The examples are especially helpful because you will need to create a proposal to convince budget holders and management on the return on investment of a content management solution. pAre you ready to buy a content management system? Not yet, read further. ¡§Performing a substantive audit: Determining business requirements¡¨ begins with an introduction on how to determine goals that you want a unified content strategy to solve, for example:br„h Reduce the time to plan, write, review, approve, and publishbr„h Create flexible content that is easily reused to create information products for multiple products and multiple mediabr„h Reduce the cost of translation by reusing existing translations. br„h Make content more accessible; separating content from format makes it possible for content to be displayed automatically in a format appropriate to the disability.brRockley describes how to identify opportunities where a unified approach of content management (i.e. planning, design, authoring and revision, version control, access control, publication and delivery to its audiences) is beneficial. pYou are probably wondering how this all fits together, and Rockley explains how. ¡§Design¡¨ describes information modeling and metadata, how to personalize content, how to design a workflow, and how to implement your design. pAn information model is critical for a unified content strategy because it provides a framework for documentation. It's the 80/20 rule: 80% of your effort is planning and analysis, and 20% of your effort is implementing the solution with whatever tools are selected to accomplish the goals the organization has set for itself. The level of detail of your information model depends on the level of reuse you want to achieve. pMany desktop publishing tools can dynamically publish personalized letters and forms by matching elements such as names and address¡Xa content management system can do the same. I was confused why design is given so much attention. Why not conduct the audit, buy the tools, and worry about design later? You can¡¦t. The design of information, reuse models/maps, meta data and workflow are all tool independent tasks. Regardless of the tools selected, you must first analyse and then design a content or information model so that it can be presented to IT staff and software vendors. Doing this in advance makes it possible for you to ask vendors to respond to a request for proposal and document how their tools can help you satisfy your specific challenges. Analysis provides an opportunity to collect metrics. From your information models, you can identify how much of your content could be reusable and where. pEducated on how content is used, where and how, you are better prepared to match the tools and technology to the origination¡¦s goals to deliver a unified content management solution. ¡§Tools and technologies¡¨ offers guidelines for evaluating tools. With so many tools and technologies to choose from, selecting the one that best satisfies your goals and budget is a challenge. Your best advantage is to be an educated consumer before you shop around. Rockley recommends that you identify your needs, and criteria for evaluating product options in terms of usability, training provided, supporting documentation provided, technical support, upgrades and enhancements, implementation time, cost, vendor viability, partnerships the vendor has to provide an expanded solution, and references. Where do you being looking? pSome good sources are conferences where vendors present authoring solutions such as the annual STC conference, electronic mailing lists, technology magazines, Web sites and online discussion boards and newsgroups. A supplement to ¡§Tools and technologies¡¨ is Appendix C, ¡§Vendors,¡¨ which is an overview of products, features and vendors. Appendix D, ¡§Tools Checklist,¡¨ which lists sample questions to ask a vendor. When you have narrowed your list of potential vendors, Rockley suggests that you either contact the vendors and request onsite demonstrations or send vendors an RFP (request for proposal). p¡§Tools and technologies¡¨ covers XML because it provides interoperability between applications. XML is not a set of tags that you apply to documents; it is a specification that sets rules for the creation of tag sets that you apply to documents. For instance, if you selected tools first and then designed your content, you might find that some of the content does not behave the way you expect it to. One solution would be to use XSLT to transform the content and move it around where you want it. While this may be an acceptable solution, it¡¦s not. The conversion costs time, money, and resources. There is no need to convert or transform content if it¡¦s modelled in XML from the start. pRockley describes strategies for collaborative authoring, how to separate content from format, how to manage change and transition. An example is given to illustrate how the same product description is reused effectively to create a show catalog, brochure, press release and Web site. It¡¦s easy to understand that people find it hard to believe that content somebody else created could possibly meet their needs. After all, Rockley notes, it was written for a different purpose and media, and the author could not have known their customers/audience/requirements. However, if content is written for a different purpose, audience, or media without considering how the content can be reused, it¡¦ won¡¦t work. pDon¡¦t be optimistic that everybody will be willing to convert to a better way of authoring and managing content. Rockley presents issues to consider when planning your change management strategy such as overcoming resistance from opponents and descriptions of new and modified roles. She recommends creating a role for an enterprise project coordinator and information technologist; a change to existing roles business owners or analysts and information architects; and new skill sets (p. 413-415). Unintentionally overlooked are system administrators to maintain the content management system and to ensure that users adhere to standards. pDon¡¦t be overly optimistic that everybody will want morph into new roles and change their authoring habits. An XML system is best suited and ideal for a large documentation department for all content authoring or an organization where every author uses the XML authoring tool. A team of ten or fewer will be constrained to balance XML implementation and documentation project duties, and learn how to use the (new) content management system. Even if you assign the complex task of XML implementation and creation of information models, workflows and DTDs to a consultant, the consultant will require guidance from the team. These are only a few of the constraints to overcome to assure a successful unified content strategy that Rockley expertly describes how to overcome.pManaging Enterprise Content concludes with a checklist for implementing a unified content strategy, suggestions for writing for multiple media, sample questions to ask vendors, a checklist for the tools required to implement a unified content strategy, and the importance of content relationships in version control. Pay close attention to usability. The rollout of a content management system, authoring tools, and authoring standards affects every member of the organization. If it¡¦s not easy to learn, easy to use, easy to support, and easy to maintain, authors will revert to the traditional way of writing and managing content. pRead Managing Enterprise Content before you invest in a content management system and consulting fees. You will be an educated and informed customer and user when you begin shopping for a content management solution of your own.
A must for Content Management projects
This book is an absolute must for Content Management projects. It touches all of the important aspects: Technical, functional and process. There is something for all stakeholders in a EMS/CMS project.pEspecially good about this book is that the parts that are not your direct job are still very readable, understandable and interesting. It provides valuable insights in other peoples jobs and reasoning.pComing from the technical side and with a lot of experience in setting up systems and also information architecture and DTD design, for me this book contained several new insights and some very helpfull checklists.pI am in the middel of a CMS project now, but I wish I had read it sooner.
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