Good afternoon, dear participants. I would like to welcome you to the technology day at the TCOM and TC World conference 2022. I would also like to welcome our speakers, Joanne and Mike Hoven from Paligo. We are glad to have you here today. They will talk about content systems, clarified, how to make the right choice. My name is Tamela Straub. I'm from TECOM, and I will be moderating their session. Please submit your questions using the question features only and the speakers will answer them after the end of the presentation. And now I will hand over to the speakers. Thank you. Thank you very much. Alrighty. So can everybody see my screen? I think we can or the technology says we can. So first of all, thank you very much for coming today to see us. Now I know Mike Hovan doesn't have his face on camera. He seems to be having some technical difficulties, but I'm sure we can hear him. Mike, are you there? Yes. Yes. I am, and good morning to you. Good morning. And good afternoon to everyone else who's on the other side of the planet. So really, really great to always come together globally. So let's get started, shall we. Now being asked many times, all the time, actually, the difference between the CMS and a CCMS, today Mike and I are here to paint the lanes on the road for you. Now the content management system that you might choose can really dramatically impact your business in many different aspects. Any word that touches the content or gets touched by the content could be affected such as your ROI, success of the product, onboarding, customer stickiness, and so on. Practically everything in the business is related to your content somehow. So, therefore, it's really important to make a really truly informed choice. Now, we've been asked many times what the difference is, of course, between these two systems. So we're here to clear up some misconceptions out there, tackle some of the confusing terminology and separating the buzz words from what actually matters. But first off, let's introduce ourselves. Hello. My name is Jo. I'm a solutions engineer at Paligo. I have extensive experience in information architecture and content automation. I am a past president of STC Toronto as well as a member of Women in Tech, Women in STEM, information 4.0 consortium, pardon my voice, and a semantic content graph guild. I'd also like to hand it over to my colleague, Mike Hovan, to introduce himself. Great. Thank you, Jo. And my apologies for, not being able to join you via camera, but I'm very excited to be with you here. For today's chat. I'm also a solutions engineer here at Paligo. And, similar to Jo I have experience with information architecture and a great deal of experience tech writing, for a number of different industries, doing some UX writing and research, and, just delighted to be here with you today, for sure. Okay. And I'd also like to introduce Paligo very briefly. Paligo is, a CCMS. We're gonna talk about CCMS versus CMS and some of the differences there today. We are a company based out of Sweden, and we do get the question quite frequently: What is the difference between a CMS and a CCMS? And we're hoping to help you answer a number of questions actually, today. And, we get a lot of questions about content management as a practice. And so as you see on this slide, this is sort of a nice summary of a lot of the questions that we answer, a lot of the issues that we help to address with people's content practices. We have a strong collaborative component within our system. We're able to publish into a number of different channels and a number of different outputs. It's a very structured authoring system so that all of your content, excuse me, is very organized. It's in a future-proof format and it can easily be transformed into a lot of different outputs to integrate with a lot of different systems. So it's really an all in one solution for authoring and publishing, and translation is very important too. Okay. And here are some Paligo customers. We have some large customers, but we also have a great deal of smaller customers as well. The important point to note is that the names that you see on the screen here are in the same boat as you are, so to speak. They have worked to answer a lot of the big questions in terms of content management. And so you're in very good company, and so we hope in the coming discussion to help you work through, some of your content questions just like we have with these companies as well. Thank you very much, Mike. Now at this point, usually, I ask for some interaction, show of hands, a bunch emails, but I realized that in this setting, we may not be able to. We don't really have the functionality here. So instead I'm going just to ask you all to‌ think about it in your heads, since I can't really see you. And think about, you know, how many of you drive a car or are thinking about learning to drive, and as you do, think about what it's like to learn and process all those different road signs for the very first time. And while you're still getting used to the steering wheel, probably, and you're already hurtling down that road, probably also in the wrong lane... Yeah. I don't drive for a very good reason. And how many of you are experiencing that same confusion anxiety while looking at all the different tools, and at the same time juggling all the operational tasks that you need to shift your organization's content environment altogether. Yeah. And it's no wonder. We have all of these kinds of things to look at. So, yes, that confusion is always overwhelming at first. We can literally spend hours looking at all these tools on my slide, plus many more not on the slide, all of which may have some kind of aspects of authoring within them. But we are here at TechCOM. We are looking for the best technical communication experience, which is why we are going to focus on just the CMS and CCMS because that's where the authoring experience is for our industry here. Now, even if you do zero in on the type of tool, there are so many CMS and CCMS' out there, and that is why it's so hard. When choosing a tool, you're not just choosing a tool. Your organization is a system, the departments are a system, the processes are a system, the people are a system, and the tool itself is a system. So, essentially, what's happening is you're trying to process all these different things, hurlting down the road, getting used to steering wheel. Oh, where's the brakes? And we're trying swap out the engine at the very same time. And it's really a matter of, well, what affects the engine and what does the engine affect? And what happens when it's out of there for a moment and what happens when you put one in? Yeah. It's a lot going on. And your tool's decision is really just a small part of your entire process of shifting your ecosystem. But more often than not, it presents a titanic amount of headache. Information is a fantastic thing. Information, innovation, and progress, but too much information looks a little something like this work cloud we have here. So where do we even start? We need all the features Mike talked about earlier, we need buzzword A. We we need buzzword B plus maybe ‌buzzword C over here. Well, we want the best of everything for our organization. So we tend to look for tools that can accomplish every buzzword we come across, but we also know that's highly unrealistic. We can't be everything, everywhere all at once. By the way, that's also a title of a movie. Fantastic movie. If you haven't seen it, please go see it this weekend. We also see Mike has joined us and you're very close to the camera. Hi, Mike. Alrighty. Moving on. We want to talk about tools, but before we actually look at the content management systems as tools, let's talk about what content management actually is. Contact management is defined as a set of processes and technologies that support the collection managing and publishing of information in any form or medium. Now the process of which, and I'm distracted by Mike zooming in and out there. That's hilarious. The process of content management and I'll admit it's complex enough that various commercial software vendors, like us over here, offer the content management software, to control and automate significant aspects of that content management cycle. And again, I want to kind of just put it out there and ask how many of you know of Scott Abel? Scott Abel calls himself the Content Wrangler. So he is one of the leading industry names, and yet his name, he calls himself the Content Wrangler, and I think personally, that's a very good indication of the efforts in our industry to control, to really wrangle and keep in order the amount, immense amounts of content in our intricate systems. So the question is, what do we actually need out of content management? What do you want to accomplish with your content? I think that's the more prudent, question over here. So some of you might be thinking about probably looking at collaborative processes of creating and managing that content. Maybe we want to support certain ‌initiatives or certain company goals with the information we develop. Are we perhaps looking at enabling different content strategies or, maybe growing or establishing that information governance? Are we thinking about sustainability, scalability, how are we supporting those content life cycles and all those effective processes that connect to it. So often when we're looking at moving our content into these kind of systems, it is a large interdepartmental collaboration, and it becomes extremely heavily reliant on the information, well, the whole system, if you will. So how do we go about it? Well, we all want to get on the shortest route with the least amount of traffic. So to set our routes, we have to choose the right destination. And once again, this is where I usually ask for some interaction, and I was really hoping to see all you, but since I can't, I'm just going to ask you to think about it as I'm going through these different points. How many of you are thinking about, maybe on the CMS side of things, because you're looking for more of a linear authoring environment and you wanna control your content at a document level. Perhaps you are looking at copy and pasting because you're not going to be duplicating much, so that's the easier way. Perhaps we're looking to publish to just one place, a website, and you're looking at translating using different kind of plugins. And on the flip side, maybe on the CCMS side, we're thinking about that we want to move into structured authoring. Or we want to control the content at a more component level, maybe for purposes of content reuse. How about multi channel publishing? We want to publish to many different places, print and digital at the same time, perhaps. Or maybe we're looking at all these different integrations with TMS' in order to really automate that kind of workflow. So for all those of you who feel more aligned with the TMS, typically, and I hope you can write to a chat if I'm incorrect, typically, we're looking at, looking at an organization that wants to really author in static documents for a single or few products and services and that keeps the simplicity running among the entire or operation of things. Maybe we're looking at users that need a basic site editing tool where you can change the images or to formatting directly in that published content. So, typically, this will be maybe blogs, maybe business websites, really kind of, information that can benefit from built in SEO tools, which usually is included in many CMS applications. And for those of you who are thinking more towards the CCMS, maybe we are part of an organization who really needs to reuse those content components in many different publications. So what you would need is the components to be approved once and then used multiple times to really reduce that content life cycle - the time and the cost it takes. Maybe our users need a single point of reference for any of the components to maintain the consistency across different formats, different channels, and maybe our translation teams are internal - looking to work with our built in translation editors and integrated workflows. And maybe we have to manage many versions of related content for similar products, different audiences. Are we looking at archiving legacy content perhaps, or new iterations of continuous development? So as you're thinking about whether each of those align with you, whether CMS or CCMS, now you're kinda moving towards the decision of where your destination will be. Now we have our destination, and now we gotta figure out all those pit stops and map them out. Simplify it to the fastest route towards that destination. We often really focus on features, a lot of bells and whistles and overlook those core requirements. However, your workflow and processes must be supported by the tool and not the other way around. We turn the screwdriver. We don't run around the screwdriver to make a turn. Right? So how do we align all those requirements with content management solutions? Well, first of all, we take a look at where the content ends up, who are users, how are they going to use them? And then we take a look at where the information flow starts. How does your content life cycle start? Is it with a sneeze? Is it internally or externally, maybe you have feedback flow with your end users. And then from point A to point B, we have to figure out that workflow. Where does the content need to make those pit stops and who does something with the content at each pit stop and what do they have to do? Once you map all those out, that's where you really get a good picture of - where is the process held up? Can you untangle it to make a journey better? Do you need to reroute it? And what parts of the journey are handled by tools versus the people in the processes? So the former, the parts that are handled by tools, that's where you use those to create those requirements and address them as you're identifying what systems you might need. And then we have to fuel the journey. What is the driving force that powers this journey? We need to make sure every decision and action at each pit stop aligns with that. So, typically, you want to stay on your route to get your content into a state where you can really use it, maintain it, scale it, and sustain it (it's a new Daft Punk song coming out. I swear). And you wanna invest in that field because your content is the functional core. If information really is money. And information drives innovation. Information drives growth and success. And now I'd like to hand it back over to Mike in order to show you how we're all actually going in the same direction. Thank you, Jo. And I hope I didn't throw things off too bad by turning my camera on and getting the Zoom level right. That was great. So, yes. We are going in the same direction here. Despite the size of your organization, despite the size of your team, we are on, very similar paths. We're trying to improve our content management approach, to have better content management altogether. And so, next slide, if you will. We want to encourage you to be the driver to really, empower you to, take ownership and to make the changes that can, really, have a big shift in your, processes and in your efficiencies. Okay? There's great information out there to assist you. And so we have a couple of case studies we'd like to share with you. Now one case study is with, a company called Moogsoft. Okay. They were in a situation where they were writing, and managing a lot of their content with a combination of tools. They're using confluence in Xilane to try and achieve and get the functionality they needed for their authoring and publishing, but it was, a little bit cumbersome to manage in that manner. Okay. And so what they determined, was they had a few points they needed to address. They needed to have a really good user experience for their end product. The product that they produce is this AI platform. It's a great platform. And so they needed content that would live up to that same standard of excellence. And so they, also needed excellent support. They needed to be able to conditionalize content, produce it. Mark it up and produce different pieces of content for different audiences. And then they also need to be able to use variables. And as it turns out, Paligo was able to help them address this and resolve those issues, which is very nice to see. Okay. The next case study, is with ShipStation. And and you might see a lot of similarities between what we're discussing here with these two case studies and questions that you have or challenges you have. ShipStation had a large body of content over six hundred articles in Zendesk, but they had no content management strategy in place. So they were sitting on top of all of those fantastic content, and they didn't have the flexibility or the dynamism, really, that they needed with this content. And nor was it fully future proof in terms of, efficiency and translation and localization, they did not have that either. So their requirements and some of their pain points were that they needed a system that would provide them with really good content management. Really good opportunities for content reuse, topic reuse. They wanted a system where they could easily draw from one source of content. And then once again, filter it for different audiences, use variables to be able to translate very efficiently, and then push out to different formats as well. Once again, the Paligo CCMS was able to help them with this. And so, you know, think about some of your old questions here, and you might find some some overlap between Moogsoft and ShipStation. Thank you very much, Mike. So the commonality between these use cases that Mike just talked about, and possibly yours as well, is although our destinations may be different, the content really always ends up in a better place than where you started your journey. And that's the key, isn't it? Better does not necessarily mean best, but our tools and processes can always get upgraded. You can always get a better car to make your journey easier every time. But as long as you know your destination and the route there, you're good. Now, we at Paligo, work with CCMS. So we really work at helping to shift the understanding of content as documents to content as a system. Which really enables our users and the people to become more intelligent with the content they own. And it is a paradigm shift. Navigating it can be really hard. But, hey, we got maps, we got GPSs. Maybe we even have a great passenger with a fantastic sense of direction, like your consultants, for example. I'd like to hand it back to Mike to wrap things up here with us. Thanks, Jeff. Yes. We really hope that we provided you, with some good information to think about, to ponder. We will be in Stuttgart at TC World. So if you happen to be there, please come by and chat. If you have any questions about content management, content strategy, or anything else for that matter, we'd love to see you there. And, it was a delight to be here with you this afternoon. Thank you.