Tag: XML/DITA

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Online Student Again: Part 2 – SEO is kicking my butt

Posted on by TechCommGeekMom
kick_me
That’s right, SEO. I know you put that sign there. (I wish I looked this good from behind, but that’s not me! I’m much wider. :-S) You win.

The second module of my online course in digital marketing is about Search Marketing and how SEO (Search Engine Optimization) and SEM (Search Engine Marketing) works. The module is taught by Mike Moran, who crams a lot of information in 3-4 hours of video.

My initial reaction is similar to when I heard Mark Lewis talk about using XML and DITA to determine ROI metrics on tech content, namely that I understand it on a broad level, but ouch, it hurts my brain! Mark is awesome*, don’t get me wrong, and what he figured out with his XML analytics is genius to me, but about 95% of it is over my head. That’s how I feel about Mr. Moran’s talk on SEO Marketing. I understand the concepts without any problem, but I supposed that since I have little practical marketing experience, much like my XML/DITA experience (which is even narrower), it’s hard for me to make the full connection to the information without feeling overwhelmed.

I just took my quiz, and got a 70% on it. Ugh. Not good. I can take the quiz over again many times until I get a better score, but that’s not a good starting point.

I think much of it feels overwhelming not only because it’s taken from a marketing perspective which I don’t originally come from, but also because I’m listening to the information, and the content strategist/writer in me is trying to think, “Okay, now with the content I write, it has to be clear and concise, and written in as much plain English as possible, using consistent terminology and word choices to be able to be reused and translated easily, as well as written in a way that can be globally understood in context, AND now I have to start thinking about keywords in relation to organic and paid searches to my website so that I can have as high a ranking in web searches as possible.” (And I’m sure I’m forgetting a few other things, too.)

AAAGGGGH!

I think my brain just exploded. Hopefully there’s something left, because it feels like a mess inside my cranium. In the end, what’s happened to the actual content? Is there anything left worth looking at after that? How creative can I be to make ALL of that happen?

To put it in context, I’m trying to think about how to apply this information I’m learning about search towards either this blog or towards websites I’m thinking of building for my potential tech comm consulting business I might start this summer. Part of me wants to give up before I even start! How can I compete when it all boils down to keywords in my content, figuring out differentiators (which I can’t figure out in the first place), and other factors that would help drive my listings towards the top of a search? For example, how do I even start to promote myself as a tech comm consultant? I have to figure out what makes me a great choice. Part of that is on me, because I have to figure out what my strengths are, and I still don’t feel as strong as other technical communicators who have been doing this much longer than me. Sure, I understand content strategy, but I’m no Scott Abel, or Rahel Bailie, or Ann Rockley, or Val Swisher, or Noz Urbina, or Sarah O’Keefe…(and the list goes on and on…) But once I figure that out, what’s the one thing that will help draw me to the top of the list, or at least the first page of a search, other than geography?

(Ow, ow, ow…hurting brain….)

I think I need to review the slides again for this module, and start re-analyzing the terminology and conditions of all the topics. From a high level, I understand this. From a more granular level–not even that far down–I get lost. I’m feeling a bit defeated already. Mr. Moran said at the end of the lecture that a lot of this information is overwhelming, and that we should focus on what we can do rather than what we can’t do, and work on one aspect, and hopefully you can grow as you learn and practice. He even wrote a compelling article that digital marketing is a matter of bravery, not necessarily matter of knowledge. While I take this to heart, and will keep pursuing this, it will be difficult since I have no or little practical application for this right now. Fear is my primary motivator in all of this. I’m not a content marketer…yet. I don’t even know if I’ll be any good at content marketing until I have a chance to actually try. All I know is that this is the direction I have to go to better my chances in finding work. I really need to master this better, because I don’t have practical experience to use.

I didn’t go to business school for a reason–I’m not good at it, or at least I know others who are a lot better at it than I am. If I can survive this digital marketing course, it’ll be a miracle, at this rate. 😦

One more review of module 2, then it’s on to Module 3– social media marketing. Okay, that might not be too bad. After all, I have a little bit of practical experience with that topic from promoting this blog and other stuff I’ve produced on other blogs…**fingers crossed**

* Since I wrote the two articles about Mark Lewis linked above, I did meet him a year ago, and that’s why I know he’s awesome beyond just watching his presentations. 😀

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Adobe Day at LavaCon 2012 Roundup!

Posted on by TechCommGeekMom

This post is just a quick summary of the Adobe Day at LavaCon 2012 series from this past week. As you see, there was so much information that it took six posts to try to summarize the event!

Being in Portland, Oregon was great. It was my first trip there, and being a native Easterner, my thoughts pushed me to that pioneer spirit of moving westward in this country. Once there, I saw a hip, young, modern city, continuing to look towards the future.  The information I gathered at Adobe Day was general information that was endorsement-free, and practical information that I can use going forward as a technical communicator, and that by sharing it, I hope that others in the field will equally take on that pioneering spirit to advance what technical communications is all about, and bring the field to the next level.

To roundup the series, please go to these posts to get the full story of this great event. I hope to go to more events like this in the future!

As I said, I really enjoyed the event, and learned so much, and enjoyed not only listening to all the speakers, but also enjoyed so many people who are renowned enthusiasts and specialists in the technical communications field and talking “shop”. I rarely get to do that at home (although it does help to have an e-learning developer in the house who understands me), so this was a chance for me to learn from those who have been doing this for a while and not only have seen the changes, but are part of the movement to make changes going forward.

I hope you’ve enjoyed this series of blog posts. I still have many more to come–at least one more that is inspired by my trip out to Portland, and I look forward to bringing more curated content and commentary to you!

The autograph from my copy of
Sarah O’Keefe’s book,
Content Strategy 101.
Awesome!
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Adobe Day Presentations: Part V – Mark Lewis and DITA Metrics

Posted on by TechCommGeekMom

After Val Swisher spoke about being global ready in today’s tech comm market, the final speaker of the morning, Mark Lewis, took the stage to speak about DITA Metrics.

Mark literally wrote the book about how DITA metrics are done, titled, DITA Metrics 101. Mark explained that ROI (return on investment) and business value are being talked about a lot right now in the business and tech comm worlds, so it’s worth having a basic understanding of how DITA metrics work.

Now, I have to admit, I know NOTHING about how any tech comm metrics are done, let alone how DITA metrics are done, so I listened and interpreted the information as best as I could. (Mark, if you are reading this, please feel free to correct any information below in the comments!)

Mark began by explaining that content strategy applies to the entire ENTERPRISE of a business, not just the technical publications. There are lots of ways to measure tracking through various means, including XML. Traditional metrics involved measing the cost of page, and the type of topic would be gauged by guideline hours. For example, a document outlining step by step procedures would equal four to five hours per write up of this type of procedure. Traditional metrics looked at the cost of the project through the measure of an author or a team’s output of pages, publications per month. It doesn’t measure the quality of the documents, but it concerned more with quantity instead of quality.

Mark referenced several studies which he based the information in his book, especially a paper done by the Center for Information-Development Management, titled, “Developing Metrics to Justify Resources,” that helped to explain how XML-based metrics are more comprehensive. (Thanks, Scott Abel, for retweeting the link to the study!)

XML-based metrics, Mark pointed out, uses just enough DITA information, concerning itself instead with task, concept and reference within documentation. XML-based metrics can now track the cost of a DITA task topic, showing the relationship between occurrences, cost per element, and total number of hours. The cost of a DITA task topic is lower because referenced topics can be reused, up to 50%!  For comparision, Mark said that you can look at the measurement of an author by measuring the number of pages versus the amount of reusable content of a referenced component. The shift is now in the percentage of reused content rather than how many pages are being used. Good reuse of content saves money, and ROI goes up as a result!

Mark introduced another metric-based measurement, namely through the perceived value of documents as a percentage of the price of a product or R&D (research and development), as well as looking at the number of page views per visit.  Marked warned the audience to be careful of “metrics in isolation” as it can be an opportunity loss, a marketing window. He clarified that page hits are hard to determine, because hit statistics could either mean the reader found what they wanted, or didn’t want that information. We have no way of knowing for sure. If technical communicators are not reusing content, this can make projects actually last longer, hence producing more cost.

Mark emphasized that through metrics, we can see that reuse of content equals saving money and time. Productivity measures include looking at future needs, comparing to industry standards, how it affects costs, etc. He suggested looking at the Content Development Life Cycle of a project, and how using metrics can help to determine how reuse or new topics cost in this process. By doing this, the value of technical communications become much more clear and proves its value to a company or client.

I have to admit, as I said before, I don’t know or understand a lot about the analytical part of technical communication, but what Mark talked about made sense to me. I always thought that measuring the value of an author based on page output rather than the quality of the writing didn’t make sense. Part of that is because as a newer technical communicator, I might take a little longer to provide the same quality output as someone who is more experienced, but that doesn’t mean that the quality is any less. So measuring pages per hour didn’t make sense. However, if consistency in reusing content is measured instead throughout all documentation, then the quality, in a sense, is being analyzed and it can be measured on how often information is referred or used outside that particular use. Using DITA makes a lot of sense in that respect.

More information about DITA metrics can be found on Mark’s website, DITA Metrics 101.

I hope you’ve enjoyed this series of all the Adobe Day presenters. They all contributed a lot of food for thought, and provided great information about how we as technical communicators should start framing our thought processes to product better quality content and provide value for the work that we do. I gained so much knowledge just in those few hours, and I’m glad that I could share it with you here on TechCommGeekMom.

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Be a warrior with Technical Communications Suite 4!

Posted on by TechCommGeekMom

One of the things that many people don’t know about me is that I have a first-degree black belt in Songham Taekwondo. I was even a state champion in weapons as a color belt for my age group. I enjoyed TKD a lot, until a knee injury took me out. What I like about taekwondo is that it’s a versatile martial art; one doesn’t spend all of the time studying forms alone, but rather a student learns basic moves that will help in other areas such as sparring and weapons. The more skills one gains, the more adept to changes when sparring or using weapons. This is what trained the ancient warrior as well as the modern day warrior.

This kind of mentality is also needed to be a technical communicator. How, you may ask? Well, like a black belt in taekwondo, one has to have many skills to get the job done. One needs to know a little bit of this and that, like technical writing, editing, and content curation–among many other skills–to produce kick-butt documentation and output.  But it also helps to have the right tools as well.

For today’s taekwondo student, one can wear various protection pads, and learn how to use weapons–including hands and feet–as the tools to achieve the end goal.  For technical communicators, there are various software tools out there.

One of the foremost products out there is Adobe’s Technical Communications Suite 4. With this latest rendition of the Technical Communications Suite, technical communicators have even more options and choices in how documentation and other technical writing output is achieved.  There are reliable standbys like Framemaker and Robohelp–both of which have been updated, but there are also additional tools as Acrobat, Captivate, Presenter, and Illustrator. Combined with the Adobe Creative Cloud Suite, it seems to me that there is nothing that can stop a technical communicator from being a tech comm warrior!

Tomorrow, on August 21st, 2012 from 10:00-11:30 AM Pacific Time, one of Adobe’s strongest tech comm warriors, Ankur Jain, is going to be presenting the What’s New in Technical Communications Suite 4 webinar,which is not only going to talk about the strengths of this tool, but also the newest and latest features to make it a more effective tool for technical communicators everywhere, including features that now allow technical communicators to bring finished products to a mobile audience. (And you know how pro-mobile I am!)

Register here: http://www.adobe.com/cfusion/event/index.cfm?event=detail&id=2051812&loc=en_us

Tell Ankur that I sent you by telling him, “I am a TechComm Warrior!” 😉

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Upgrade Time! PREVIEW of the NEW Adobe Technical Communications Suite 4!

Posted on by TechCommGeekMom

I’m very excited as this is my 100th post here on techcommgeekmom.com, and with this 100th post, I am able to present all of my readers with a special preview.

Adobe’s Technical Communications Suite 4.0 (TCS4) is now out!

Woo hoo! It’s great to see that along with upgrades to the Adobe Creative Suite and e-Learning Suite, now the Technical Communications Suite is getting a major update as well.

Now, you may be wondering, like most technical communicators, what changes have been made between the 3.5 version and the 4.0 version. Good question! There have been several upgrades to the software package, thank you very much. How do I know? Adobe was kind enough to invite me to a preview a little while ago, and even as a newbie to this software package, I can say that I could see that the company is trying very hard to keep up with the needs of technical communicators, and they are taking the necessary steps to embrace mobile technology, which is highly evident in this upgrade.

Now, I took as many notes as I could, considering the presentation went by faster than I could take the notes, but I know that there are a few major highlights that are important to cover.

As the speakers from Adobe started the presentation, they concentrated on identifying key trends they felt were happening in technical communications, namely a movement to structured authoring, rapid mobile growth in smartphones and tablets, the need to make content more interactive, the concern of technical communicators having to do more with less resources, and the need to provide searchable, personalized and socially enabled content. It sounded to me like they were on the right track, especially if the improvements they were about to present fulfilled these needs.

One of the main anchors of Technical Communications Suite is Framemaker, and here in the TCS 4 Suite, Framemaker has been upgraded to Framemaker 11. From what I’ve been able to gather from my observations, Framemaker had its heyday, then it lost favor, and now it’s starting to regain steam again. Framemaker (FM) 11 seems to be taking the improvements make from FM 10 another step forward. Structured authoring was the main focus of the improvements with this product, including multi-view editing environments providing WYSIWYG (What You See Is What You Get) of XML and author sources as well as getting WYSIWYG output as well. Content creators can edit XML documents in any view, and the changes are reflected in all views without manual changes. This bodes well for working towards single-source creation! DITA and XML support has been enhanced as well, and performance using these has been enhanced as well.

A big addition to FM 11 is ability to include rich media objects like vector images with hotspots, video, and 3D modeling. One of the features I liked that was demonstrated was one where play, pause, and jump buttons were created around a video/animation presentation within the content. Nice! The 3D model imaging that can now be used will be great for how-to manuals, so there is better context at looking or training on physical objects, like looking at a machinery part from all angles. From a productivity standpoint, SmartPaste and SmartInsert features have been added to help auto-format pasted or inserted text or content into a new document, but one can still retain the old formatting as well. Another appealing feature is the ability to create your own Framemaker set-up. Adobe’s goal was to enable content creators to be able to author content faster by allowing the creators to customize navigation and workspaces. That sounds great! Of course, what got me most excited was to hear that FM 11 has been oriented to now enable mobile output, including multi-screen HTML5 content as well as ePub 3.0 and Kindle formats. That’s definitely a step in the right direction!

The second main anchor of Adobe’s Technical Communications Suite is RoboHelp (RH), now available in version 10. RH 10 works seamlessly with Framemaker, as it always has, but again Adobe has focused on streamlining the workflow process as well as improving the product’s output. That output includes new outputs for mobile devices. RH 10 can deliver content to iPad as well as other tablets, smartphones, and desktops now—there are 17 output formats now! It is set up so that authors can work in a multi-author, multi-reviewer environment, where it’s easier to personalize and optimize content relevance. Content can be rich media—again, like FM11, and includes various HTML5 outputs that include mobile apps, ePub 3.0 and Kindle now.

The HTML5 output has also been made to be modern looking, frameless and SEO-friendly. The output is responsive design that works well with fluid layouts like CSS 3 and media queries. Like FM 11, RH 10 can customize and optimize the appearance of the content on each screen as needed. Socially enable documentation can be produced using RH 10, which means that creative native and web mobile apps can now be produced from RoboHelp. This is a big boost for making apps for iOS and Android mobile apps. The workflow view is easier as multi-layout options are available, and there is a preview tool that allows the author to see how the output will look on different devices and subsequently, there is the ability to assign different styles to different devices, including the output publishing settings for each device. One of the other features that caught my attention was that now there is also out of the box integration with MS Sharepoint, so it provides end-to-end workflow. Being someone who’s used SharePoint at my last job extensively, that would make things flow really well for output, and I’m sure that would provide a better product for the end user as well!

TCS 4 has several new features about it. While it includes Framemaker 11 and RoboHelp 10 as mentioned, it will also include the updated Captivate 6, Acrobat X Pro, and now Illustrator has been added (most likely to accommodate vector images better) and Adobe Presenter. I think I’m most excited that not only the newly updated Captivate has been included, but that Presenter has been included as well. I think this is a really smart move on the part of Adobe, because between Captivate and Presenter, more interactive content can be created and put out for mobile. And yes, as I mentioned before, the big push for TCS 4 is being able to provide technical communicators with tools to produce output for mobile devices. To use their words, they are “embracing the mobile revolution” with the multi-screen outputs that are in HTML5 and other mobile formats like ePub 3.0, but also providing tools to make the content context sensitive, providing socially enabled apps, and support for optimizing indexes, glossaries, custom metadata and other content features.

Adobe even made sure that it was understood how TCS 4 would work very well for those in the e-Learning world, saying that TCS 4 provides “new workflows to bridge technical communication with e-Learning” by providing tools that can create m-Learning opportunities and rapid step-by-step authoring. Keeping up with other major trends, cloud-based computing is integrated into the product, as review workflows can now be done using the cloud with TCS 4.

One of the new pricing features also includes using the same cloud pricing model. There will be monthly rates as well as a reduced rate that monthly is cheaper than a month-to-month rate. Due to a lot of these new features–especially the ones that help enable publishing content for HTML5 and other mobile content, I would especially upgrade if I had an older version of TCS or older version of Framemaker and Robohelp. The fact that both FM 11 and RB 10 have customizable views is a big bonus, as well as having the capabilities to produce mobile-friendly content is a big boost. Having more efficient single-source authoring, and cloud capabilities—there are a lot of good things that are added to this.
Now granted, like I said, I’m still a newbie to using the product and using it, but from this reviewer’s standpoint based on the preview, it’s good to see significant upgrades to a product making a strong comeback in the technical communications field. I do hope that as time goes on, Adobe continues to keep up with updates to the product, especially considering the “Creative Cloud”-like option with obtaining the product.

It’s an exciting product, from what I can see, if you are just starting out, or need to revamp your technical communications software.

I hope this review has proven to be helpful. Have you downloaded your copy yet? If so, do you think these changes are big improvements or is there still something missing? Please leave a comment below on what you think about TCS 4 so far.

Adobe notified me just as I was writing this post (before I posted it) that I will have a chance to test-drive the product itself very shortly, and once I have it installed, I’m hoping that I can give my techcommgeekmom readers more information about this product–from my newbie perspective, and see if the preview information holds up to the real deal. Stay tuned!