Managing Enterprise Content: A Unified Content Strategy, 2/e by Ann Rockley & Charles Cooper

Managing Enterprise Content: A Unified Content Strategy, 2/e

By Ann Rockley & Charles Cooper

  • Release Date: 2012-02-16
  • Genre: Internet
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This is the eBook version of the printed book.
We can't just design content for one channel, device or medium anymore; we need to design responsive structured content to reach customers anytime, anywhere, and on any device. And we can't do that until we can define how each element associated with a content object should be effectively written to respond to different customer needs and context of the content as well as changes in display and different capabilities of devices. This book presents a unified content strategy model.

A unified content strategy:
Identifies customer requirementsDefines structured content models for responsive contentDetermines how content will be reused and repurposed across media and devices and how it will adapt to changing customer needsIdentifies the tags (metadata) for retrieval and dynamic deliveryDetermines how content should be managed throughout the entire content lifecycleDefines the governance policies to manage the content from creation to retirement


  • A great how-to book on managing enterprise-wide content

    By Gary Teagarden
    Ann Rockley, literally, wrote the book on managing enterprise content with her seminal work, Managing Enterprise Content: A Unified Content Strategy, in 2002. At the time, the book helped launch an entire discipline and a call for organizations to view content as a corporate asset. In fact, some regard Rockley as the “mother” of content strategy. Now, 10 years later, the second edition of Rockley’s book is on bookshelves, and with it a decade’s worth of new information, ideas and evolved thinking around managing enterprise content. Rockley’s coauthor in the 2012 version of this 370-page tome is Charles Cooper, an executive with The Rockley Group, Inc. What I like most about their book is how it’s organized. They indeed practice what they preach. The book is organized almost like a tutorial. It’s five major sections walk the reader through a well-marked path. According to Rockley and Cooper, “A unified content strategy is a repeatable method of identifying all content requirements up front, creating consistently structured content for reuse, managing that content in a definitive source and assembling content on demand to meet customer needs. A unified content strategy makes it possible to deliver content to any customer, anywhere, and on any device without having to rework the content at every stage.” Written in a nonacademic style, this how-to book is easy to follow. Its principles and ideas can be implemented almost immediately. Case studies from actual companies in most of the chapters reveal how organizations have found success applying the principles the authors espouse. I recommend you buy this book and keep it close by. It’s a must-read for the serious content strategy practitioner; beginner or advanced.
  • Steps for success

    By Mark Lewis Florida
    If you are learning about content strategy/content management and your immediate questions are Docbook or DITA? Or which CMS should I use? Then you haven’t done your homework. If you want your project to succeed, follow the book, do the content audit, learn the difference between structural reuse and content reuse, determine your own content requirements and design new processes to support your content lifecycle. This book will guide you through the process. It contains all the steps for success. On a personal note, this book has been a core resource for me. I keep referring to it. And with it updated to the latest tech and methodologies, I’m sure I’ll use the second edition as much as I did the first. This book didn’t just change my career. It gave my career a path.