Ann Rockley - Managing Enterprise Content: A Unified Content Strategy

A Unified Content Strategy

Second Edition

Ann Rockley
Charles Cooper

Foreword by Kristina Halvorson

Managing Enterprise Content, Second Edition
Ann Rockley and Charles Cooper

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Copyright 2012 by Ann Rockley

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Development Editor: Margaret Anderson
Production Editor: Cory Borman
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Compositor: Myrna Vladic
Indexer: Joy Dean Lee

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ISBN 13: 978-0-321-81536-1
ISBN 10: 0-321-81536-X

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Printed and bound in the United States of America

To my mother, Dida Rockleya librarianwho instilled in me her love of books, her desire for knowledge, and her ability to organize information. And to my father, J.W. Rockley (Rock)a management consultantwho became my mentor in business.

Dedicated to my mother, Elizabeth Cooper, who passed her love of exploring the world through books and reading to me, and to my father, Earl Cooper, who instilled in me the love of examining the world around me, taking bits apart, and attempting to put them back togetherjust a bit better.

Its not possible to write a book without the help of a lot of different people. The following provides information about the authors and the people who helped make this book happen.

Ann Rockley is president of The Rockley Group, Inc. She has an international reputation for developing XML-based content strategies. She has been instrumental in establishing the field in eContent, content reuse, intelligent content strategies for multiplatform delivery, eBooks, 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.

Known as the mother of content strategy, she introduced the concept of content strategy in 2002 with the first edition of this book. Ann was ranked among the top five most influential content strategists in 2010.

Ann led Content Management Professionals (CM Pros), an international organization that fosters the sharing of content management information, practices, and strategies to a prestigious eContent 100 award in 2005. Ann was cochair of the OASIS DITA for Enterprise Business Documents subcommittee in 20092011.

Ann is a fellow of the Society for Technical Communication (STC) and has a master of information science from the University of Toronto. She is also the primary author of DITA 101: Fundamentals of DITA for Authors and Managers, and coauthor of eBooks 101: The Digital Content Strategy for Reaching Customers Anywhere, Anytime, onAny Device.

Charles Cooper is vice president of The Rockley Group, Inc.

Cooper has over 20 years of experience in quality assurance and over 15 years of experience in eContent, user experience, taxonomy, workflow design, composition, and digital publishing. He teaches, facilitates modeling sessions, and develops taxonomy and workflow strategies.

Charles has assisted companies by analyzing their content, current workflow, and taxonomy systems; helped to create new ones; and worked to ensure that they are maintained on a consistent basis. He not only understands process, he understands production tasks and can design a process that works for everyone in an organization. Charles always keeps the voice of the customer in mind when developing solutions.

He has a strong background in process and business planning and believes that taxonomies, structure, organization, workflow, and quality assurance processes must be designed to support the company as they work to provide products and services that their customers need. Charles is a coauthor of DITA 101: Fundamentals of DITA for Authors and Managers and eBooks 101: The Digital Content Strategy for Reaching Customers Anywhere, Anytime, on Any Device.

Rahel Anne Bailie is an integrator of content strategy, requirements analysis, information architecture, and content management to increase ROI of product lifecycle content. She is also an aficionado of content structure and standards, founder of IntentionalDesign.ca, and a fellow of the Society for Technical Communication.

Derek Olson is vice president of Foraker Labs. Derek leads the design and development of award-winning iOS apps, web apps, and websites in Forakers Boulder offices. He also provides usability, content strategy, and information architecture guidance to clients like Breastcancer.org.

Joe Gollner is the director of Gnostyx Research, an initiative he launched for the purpose of helping organizations adopt open content standards and leverage intelligent content technologies. Joe has a BA in mathematics and literature from Queens University and a master of philosophy from the University of Oxford. Joe is a popular keynote speaker at major content management events and for several years chaired the XML World series of conferences.

Richard Thompson is an English-language copywriter/editor, web writer, and content strategist. He lives and works in France, near Paris. When hes not obsessing about content, hes taking pictures and restoring old houses.