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Content Source Optimization
by Benjamin B. Sargent, Donald A. DePalma
May 27, 2010
May 27, 2010

 
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Summary
Information has become the key strategic asset of corporations, both in product manufacturing and in services. To gain and then protect share in an increasingly information-driven global economy, market leaders seek to improve the utility and the localizability of information assets. But content creation technologies have not kept pace with the needs of corporate communicators. The cradle-to-grave poly-transformative journey of terms, topics, and brand messages is poorly understood even by participants in “the secret life of words.”

In researching this report, we held dozens of conversations, group discussions, and formal interviews with executives, managers, and practitioners responsible for content creation within their own organizations. We also conducted a short survey of practitioners to answer specific questions about how information producers view and solve the issues of content source optimization.

The report shows how a complex set of drivers and solution options confuses information producers and muddles process improvements. Information quality benefits most from tool-based enforcement, but the toolset is incomplete and lacks unity and interoperability. Training, while a necessary first step, falls short as a means of changing authors’ behavior. The report concludes with a glimpse into the future of distributed work environments for global content creation.

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  • Technology Vendors
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Pages: 40
 

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