Managing Enterprise Content: A Unified Content Strategy, Second Edition

Chapter 16. It’s all about the content

Your unified content strategy is only as good as your content. Successful content is:

• Well-written

• Appropriate for the customer and the context

• Customer-centric

• Clear, concise, and consistent

This chapter focuses on the aspects of content that are unique to a unified content strategy—structured collaborative content. We discuss why it’s a good idea to separate content from format and we describe the structured writing principles that allow authors to focus primarily on content. This chapter also introduces the concepts of collaborative authoring.

Writing structured content

Structure is the hierarchical order in which content occurs in an information product (for example, web page, brochure, or article) ...