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Product Content Maturity Model Series. Product Content Evolution The Structured Phase. Agenda. Introductions Product Content Maturity Model Overview The Autodesk Story SDL Trisoft. Our Presenters. Andrew J. Thomas Director, Product Marketing SDL. Marie Salet Principal CMS Engineer

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product content evolution the structured phase

Product Content Maturity Model Series

Product Content Evolution

The Structured Phase

  • Introductions
  • Product Content Maturity Model Overview
  • The Autodesk Story
  • SDL Trisoft
our presenters
Our Presenters

Andrew J. Thomas

Director, Product Marketing


Marie Salet

Principal CMS Engineer


the engaged vision
The Engaged Vision
  • Deliver Product Content on demand
  • Content created and filtered for Customer Profiles
  • Interactive and dynamic, while still versioned and controlled
  • Incremental Updates
  • Analytics beyond page hits to capture “content utility”
  • Enable social interactions between community and authors
  • Crowd Authoring through easy WYSIWYG interface
  • Branding and terminology maintained, regardless of who creates the content
  • Content re-used consistently at every creation point
product content
Product Content






& Learning


Field ServicePersonnel


phase 2 structured
Phase 2: Structured
  • Company Overview
    • Investment in structure has begun and older unstructured content is being migrated into DITA
    • New writing tools are being deployed and content creators are focused on learning new creation methods
  • Best Practices
    • Choose team evangelists that can help others with learning curve issues
    • Deploy a component content management system during migration to increase operational efficiency
    • Develop a content re-use/sharing methodology
    • Allow new roles to emerge – information architect, shared content lead
  • Next Steps
    • Finish conversion of legacy documents
    • Reach out to other departments involved in product content to determine what content can be re-used across
benefits of dita
Content locked in context

Information can’t easily appear in multiple context and can’t be tailored readily to audience

High costs of formatting

Content gets out of synch and is difficult to refresh

Customers can’t find what they need

XML Topic Methodology

Content can be reshuffled for deliverable

Same content can live in multiple outputs

Content can be delivered easily as web pages to consume

Metadata and conditions can allow content to be tailored on the fly

Content can be easily refreshed

Benefits of DITA

Traditional Book Methodology

Topic Based / DITA Methodology

contracting product life cycles
Contracting Product Life Cycles

English Release

International Release


Shelf Life


Research & Development





Market Life

Research & Development

Modular writing

Global Revenue & Market Capture Life






the autodesk story the road to dita
The Autodesk Story: The Road to DITA

Marie Salet

Principal CMS Engineer

the road to dita
The Road To DITA
  • About Autodesk
  • Deciding to Move
  • Unstructured to Structured
  • Structured to DITA
  • Lessons

Autodesk is a world leader in 3D design, engineering, and entertainment software.

The broadest and deepest product portfolio in the design world

10 million+ users in over 800,000 companies

3,500 development partners

1.2 million students trained on our products every year

6,800 Employees in 95 Locations

Founded 1982

Fiscal year 2011 revenue US$1.95 billion

product documentation at autodesk
Product Documentation at Autodesk
  • Our products are complex and require extensive documentation
  • Autodesk documentation regularly wins awards
  • Product documentation localized into up to 19 languages
  • High volume of source content (12 million words)
  • Technical writing groups decentralized
  • Localization is a (mostly) centralized organization
documentation localization
Documentation Localization
  • Decentralized Tech Pubs departments created documentation in many formats:
    • RoboHELP
    • HTML, created in Dreamweaver, HomeSite, NotePad
    • Unstructured FrameMaker converted to HTML using WebWorks
    • Proprietary tools
  • Localization challenges included:
    • Managing manual handoffs between writers and translators
    • Investing heavily in Tech Pubs engineering to handle diverse formats, technical challenges
    • Spending substantial $$ for desktop publishing
localization proposes buying a tms cms goal reduce localization costs and improve efficiency
Localization Proposes Buying a TMS/CMSGOAL: Reduce localization costs and improve efficiency
  • Winter 2003: Start of pilot project
  • Spring 2004: Pilot project completed
  • Fall 2004: First major product releases in WorldServer
  • Spring 2005: First WS cycle completed for all major products
migrating content to structured
Migrating Content to Structured
  • Migrating unstructured content to XML was not a trivial effort
  • Automated scripts and programs were developed to migrate content, but…
  • Extensive manual cleanup was required after content was in XML. Writers needed to do much of cleanup because they were the ones who knew the content.
developed the cpm data model
Developed the CPM Data Model
  • Developed the CPM (Common Pubs Model), a corporate-standard XML model for technical publications in 2002/03
  • Supports specialization of a base element set, and makes use of the class attribute value to define specialization inheritance
  • CPM specialization is "additive" rather than "restrictive", however, which is more flexible but precludes content sharing via "generalization"
  • Can share content authored using the "base" model amongst specializations however, as is done for the I&L books
  • Single-sourcing managed via XML attributes (e.g. product-exclude, product-include, units, mediaExclusions)
getting support and facing resistance
Getting Support…and Facing Resistance
  • Authoring Tech Pubs teams could not agree on a single data model (DTD)
  • Teams had to invest time and money to convert unstructured docs to XML format
  • Authoring teams had to learn structured authoring and drastically change way of working
  • We can output HTML or PDF from any of our source with the click of a button or on a scheduled basis
  • Documentation localization costs go down on projects year over year
  • Throughput has increased dramatically
  • Translation memories are managed centrally and are very high quality
  • Localization workflow is highly automated
help and pdf automation
Help and PDF Automation







Create an environment that provided better performance and stability for our authors. Provide better authoring tools which will enable them to focus on content development rather than fighting with the tools. Resulting in faster time to market.

separate cms and tms
Separate CMS and TMS
  • WorldServer is a TMS not a true CMS
    • Versioning
    • Link Management
    • Assembly
custom dtd or dita
Custom DTD or DITA

Supporting a custom DTD

  • Authoring tools
  • Rendering
  • CMS


  • Industry Standard
  • Out of the Box Tools
  • Component Content Management System
  • Versioning
  • Workflows
  • Integrated with Trisoft
  • DITA


Set Metadata

Publishing Environment

World Server/Trisoft integration

Autodesk Branding

support and training
Support and Training
  • SharePoint blogs
  • Yammer
  • Train the trainers
lessons learned
Lessons Learned
  • Get an Executive sponsor
  • Manage change
  • Don’t do everything at once
  • Ensure a front to back strategy (including localization)
  • Set expectations
  • Communicate!
the cms ecosystem
The CMS Ecosystem

Web-Based Help (WBH)

or HTML Help

Autodesk User Assistance Content

Content CMS

SDL Trisoft

*Any* Autodesk Content

Translation CMS

SDL Worldserver+ TMs

LS Translation Ecosystem

Machine Translation

(LS-trained or LS-supported)



Translators’ Review & Post-editing

structured product content suite
Structured Product Content Suite

Global Customer Engagement

Intelligent Product Content Dynamic Delivery

Reviewers / SMEs / Casual Contributors

Structured Content Infrastructure

Component Content Management


Content Quality Checking

most companies adopting component content management ccm
Most companies adopting component content management (CCM)
  • Content Management Focus to Handle XML “Component Content Management”
    • Vision of single CMS for every business maturing to specialized systems
    • Web CMS , Source Control, Component Content all driving specializations
    • CMS’s that are not developed to specialize with DITA can’t meet requirements
    • Companies with standard CMS’s are adopting CCM to handle DITA (Dell, VMware, Nokia, + others)

Publication Object

Electronic output format

  • Publication Object=> output
  • Master Document (e.g. DITA Maps)=> assemblage/ structure
  • Components(e.g. Topics, illustrations...)=> content

Layout template



Variable definition







pre translation

Target languages (eg FR)






non modified block


updated block




To be translated

Pre-Translation of non modified blocks

In Context of the module!


major sdl trisoft differentiators
Major SDL Trisoft Differentiators

Release Management / Publication Object and Baseline

Increased productivity and ease of use (no link to version!!!)

Business Benefit: More manageability for releases and reuse

Universal Topics / Conditions

Increased component reuse

Business Benefit: Higher Levels of Reuse

Multilingual Content Management / Translation Integration

Increased savings (higher ROI)

Reduced Translation Costs and Overhead

End to End Structured Content Solution

Already integrated components for authoring, contribution, print, smart intelligent docs

Long Term ROI on Extending the Solution

cms watch report strengths of trisoft
CMS Watch Report: Strengths of Trisoft

What Analysts Are Saying …

  • “Extraordinarily good DITA support, including specializations and managing concurrent versions of documents”
  • “Provides support for highly-granular, complex customer content variations through enhanced condition support”
  • “Very good multilingual content support”
  • “Authors can work with content offline”
  • “Offers some translation matching, potentially saving money in localization scenarios”
thank you for joining us
Thank You for Joining Us

Coming Attractions:

DITA Webinar

Dec 15: DITA Emerging Trends and Best Practices:  Practical Solutions for 2012 and Beyond

Guest speaker JoAnnHackos of Comtech Services

Registration at

SDL Innovate 2012

March 2012

Santa Clara, CA