Structured Content Authoring
Structured content authoring tools create significant advantages for anybody who wants to save time creating content. Whereas the “write once, run everywhere” (“WORA”) concept used to be reserved for software, now it’s an ability that you can apply to everything from cake recipes to medical device documentation. And, just as importantly, structured content management can be designed to accommodate artificial intelligence for scalable, efficient solutions.
What Is Structured Content Authoring?
Structured content authoring is the process of using a fixed structure to organize text or text modules. “Fixed” means the document template is determined before the content is inserted, usually by the publication manager. They can design whatever template meets their requirements, which might change for any document. However, once the structure has been set, the contributors must include their material in the relevant section.
Instead of working with MS Word or other common word processing software, authors insert their text into a specialized content authoring platform that includes metadata (see below). This function makes a body of text “cross-media capable” so that both the whole text and individual modules can be published on many channels.
The primary programming language publication managers use for structured content authoring is Extensible Markup Language (XML). Both humans and computers can read documents that use XML. XML dates back to the late 1990s, and other languages have since been developed, including Markdown, TOML, YAML, and JSON.
Benefits of Structured Content Authoring
Creating a document structure and fitting your content accordingly is a bit time-consuming. But eventually, managers and writers acclimatize to the process. In addition, by using the same template for various content pieces, managers don’t need to reinvent the wheel each time. Once the process becomes a standard way of composing documents, organizations enjoy its many advantages, which include:
Efficiency
According to an IDC InfoBrief, the frequency of updates is a significant factor for increasing the complexity of authoring documents. In light of this, the main objective of using structured content is the ability to deploy it across platforms and update it incrementally. So, instead of dealing with different format requirements for various apps, content creators who leverage structured content can repeatedly post the same files.
When a part of the file needs to be changed, structured content allows this change to be updated wherever the content has been posted, which avoids the tedious requirement of modifying files across platforms. And, because the content in any document is labeled as part of its structure, you can assign separate text modules to a platform instead of manually dividing the sections.
Consistency
Without structured content authoring, you risk your content showing up as a mess of fonts, spacing, and even missing parts. This situation can be compared to websites not explicitly coded for mobile users. A lack of consistency hurts both your branding and the ability of the content consumer to read it. In comparison, structured content ensures that uploads appear exactly as you want and look professional.
It’s a similar story with search functions. For structured content, the semantic markup and metadata enable labeled content to be detected by whatever search mechanism is deployed on a platform.
Localization
When you operate through international markets, you often encounter situations where only part of a document needs to be translated. Structured content authoring tools allow you to avoid converting entire content pieces to another language.
AI Rendering
Artificial intelligence requires structured data to detect and “learn” about data, which allows it to complete tasks such as personalization and analysis. These days, many organizations that are already involved with AI technology are using structured data. However, by implementing structured data protocols, any company can “future-proof” its content for whenever artificial intelligence applications become relevant to it.
How Structured Content Authoring Works
The basis of structured content authoring is “metadata tagging.” Metadata can be described as “information about information,” in other words, digital tags attached to the data of (in this case) a document. When it comes to structured content, metadata tagging takes three forms:
- Descriptive – identifies singular aspects of a document like title and keywords
- Administrative – allows managing content through information about file size and format, time stamping, and copyright
- Structural – describes how a document is set up, for example, page numbers and attaching certain photos to text; similar in many ways to a table of contents
This arrangement enables the modular design of structured content. For example, structural metadata divides a document into sections, while descriptive metadata lets you identify and select parts of a document if you want to update only that part or copy and send related modules.
A content management system (CMS) combines the elements of structured content authoring. Instead of running everything through a traditional computer filing system, a CMS provides dedicated search, updating, and direct access to publishing functions. Note, however, that there are many types of CMS, with some being more suitable for structured content authoring than others.
Applications of Structured Content Authoring
In any business activity that requires documentation, structured content authoring usually has a place. Let’s look at a few specific areas:
Technical Documentation
Technical documents are used by essentially every company out there. With the increasing importance of regulatory and compliance issues, it has become even more essential for companies to have an effective means for distributing and updating them. Examples of technical documents include:
- Help guides, user manuals, and product specifications
- Checklists for regulatory matters like GDPR, CCPA, and HIPAA
E-Learning
For corporate learning and development and in a formal education setting, structured content authoring is highly suitable because it allows:
- Easy updates for material that is already old or which rapidly becomes obsolete
- Simple distribution of modules to relevant learning centers or individuals
- Customization of content usage by, for example, creating microlessons or personalized learning paths
In addition, structured content is ideal for educational video software that leverages AI to automate the creation of lessons that feature an avatar for content presentation.
Marketing
Many different kinds of customer-oriented material can be more easily managed with structured content authoring, such as knowledge bases, product catalogs, FAQ lists, and customer support material.
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