Integrating Content into Workflow: What Does Workflow Integration Mean to Your Customers?
About this Video
This video is from the The 4th annual SIIA Content Forum conference, which focused on the tools, tactics, and best practices necessary to build, enable and sell content.
The Software and Information Association is the principal trade association for the software and digital content industries.
Ann Michael, Principal Consultant, Delta Think, moderated the workflow integration panel at the SIIA Content Forum. She kicked off the session by defining what it means to integrate content into a worflow, itemizing some considerations when determining an appropriate level of integration for a customer group, and discussing common implementation challenges.
The session speakers covered three different customer groups whose needs are being met by three very different approaches to content integration.
Sasha Gurke, SVP & Co-founder Knovel Corporation presented the Knovel Library, a suite of digitized interactive texts. These previously published texts have been enhanced by Knovel content experts and, where appropriate, developed into tools. Users can search across titles, extrapolate graphs, and export data to interact with their own scientific research.
Bill Burger, VP Marketing, Copyright Clearance Center introduced the audience to Rightsphere. Rightsphere allows the members of an organization to verify, and in some cases secure, rights to share copyrighted content. In creating Rightsphere, CCC automated a process that was previously manual and time consuming.
Jim Reeves, SVP New Product Development, Thomson RIA gave the audience a tour of Checkpoint, a fully integrated product developed for tax and accounting professionals. Checkpoint is a complete environment covering forms, content, links to databases and news, and many resources a professional would consult throughout their day.
When integrating content into a user’s workflow, the goal is to find the right fit at the right time. Since workflow varies by industry, integration in one vertical may not be considered the same as integration in another.
All three of the products presented were nominated for 2007 CODiE awards in the category of Best Solution Integrating Content into Workflow.
Rightsphere was this year’s winner.
Explore the spectrum of integration possibilities! Workflow in one market may rely on industry standard software applications. To integrate into that workflow your content must be available within those applications. Another market may be well served by a collection of content products supported by analysis and presentation tools available through a web interface or intranet. In still another case, being able to look up an industry specific term without leaving MS Word could be all the workflow support they require. How can someone benefit from your content in their workflow? Where and how can you meet your customers in their workflow?
- Does creating content for workflow products differ from building traditional print and electronic products?
- Must workflow integration be all or nothing?
- Can you create content for workflow integration and your standard content products using the same process?
- What else do you need to do to support a workflow integration product? Do you need to offer implementation and training services? Can your existing sales and marketing functions support these products?
Moderator:
Ann Michael, Founder, DeltaThink
Panelists:
Bill Burger, VP Marketing, Copyright Clearance Center
Sasha Gurke, SVP & Co-Founder, Knovel Corporation
Jim Reeves, SVP of New Product Development, Thomson RIA
This article was created by the editors and producers at ScribeMedia.Org.
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