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Are You Ready
for Content 4.0?
The Shape of Things to Come
and how to prepare for it
Joe Gollner | @joegollner
Managing Director
Gnostyx Research Inc.
The Road to Content 4.0
Industry 1.0 to 4.0
Web 1.0 to 4.0
Content 1.0 to 4.0
Implications
@joegollner | @gnostyx 2
Industry 1.0 – Division of Labor & Water/Steam Power
@joegollner | @gnostyx 3
Industry 2.0 –Assembly Line & Scientific Management
@joegollner | @gnostyx 4
Industry 3.0 – Computer Aided Manufacturing & Lean
@joegollner | @gnostyx 5
Industry 4.0 – Intelligent Manufacturing & Smart Parts
@joegollner | @gnostyx 6
The Steps to Industry 4.0 Recap
@joegollner | @gnostyx 7
Source: www.allaboutlean.com
Web 1.0 – Connecting Information Sources
@joegollner | @gnostyx 8
Web 2.0 – Connecting People
@joegollner | @gnostyx 9
Web 3.0 – Connecting Knowledge
@joegollner | @gnostyx 10
Web 4.0 – Connecting Intelligent Agents
@joegollner | @gnostyx 11
Increasing Intelligence of Connected Components
@joegollner | @gnostyx 12
Web 3.0 Web 4.0
Web 1.0 Web 2.0
Web Pages
Web Sites
Portals
Search
Engines
Blogs Social
Media
Wikis Multi-User
Gaming
Taxonomies
Ontologies
Artificial Intelligence
Semantic
Search
Natural Language
Processing
Semantic
Enterprise
Agent
Networks
Semantic
Recommendation
IncreasingKnowledgeConnectivity&Reasoning
Increasing Social Connectivity & Engagement
Adapted from
Source:
Nova Spivak,
John Breslin,
Mills Davis -
Semantic Web
Report 2008
Content 1.0 – Content & Format are One
@joegollner | @gnostyx 13
Content 1.0 – Applies to Traditional Publishing
@joegollner | @gnostyx 14
Content 1.0 – Applies to Most Web / Mobile Sites
@joegollner | @gnostyx 15
Content 1.0 – Output Focused
@joegollner | @gnostyx 16
No separation
between
the content
and the
information
product being
published
Content
Product
Content
1.0
Content 2.0 – The Separation of Content & Format
@joegollner | @gnostyx 17
Content 2.0 – Content Managed as Content
@joegollner | @gnostyx 18
Content is separated
from format &
it is used to produce
two or more
information products
Product
Product
Content
Content
2.0
Content 2.0 – Single Source Publishing
@joegollner | @gnostyx 19
Content 3.0 – “Integrated” Content
@joegollner | @gnostyx 20
Content 3.0 – Connecting the Content Dots
@joegollner | @gnostyx 21
Semantics
Product
Product
Source
Source
ProductContent
Content
3.0
Multiple
authoritative
sources
Shared
semantics
Numerous
information
events
Content 3.0 – a Complex Composite Artifact
@joegollner | @gnostyx 22
Content is
created by
leveraging
multiple
inputs
This is the
daily challenge
for professional
communicators
The whole is
greater than
the sum of
its parts
Content
demands
specialized
technologies
Content
Channels Data
Expertise
Goals
Feedback
Audiences
Content 3.0 – End-to-End Lifecycle Integration
@joegollner | @gnostyx 23
Design
Guidelines
Process
Specifications
Part
Standards
Document
Services
Data
Services
Logic
Services
Operational
Feedback
Content
Evolution
Manufacturing
Logistics
Design
Intent
Plans
Deviations
Issues
Changes
Documentation
Notes
Production
Source to use bidirectional integration establishes
an authority network that can continuously improve
Content 4.0 – Smart Content
@joegollner | @gnostyx 24
Content 4.0 – Self-Assembling & Self-Rendering
@joegollner | @gnostyx 25
ProductSource
SourceProduct
ProductSource
Semantics
ProductSource
SourceProduct
ProductSource
Semantics
ProductSource
SourceProduct
ProductSource
Semantics
Content that
assembles,
transforms,
& renders,
dynamically
in response
to contexts &
agent needs
Content
4.0
Content
Content 4.0 is the Shape of Things to Come
@joegollner | @gnostyx 26
Implications
Inescapable Trends in Technical Communication
Content becomes
much more precise
Content design becomes
one part in a total system
Content creation becomes
more technical
Content management
becomes more complex
@joegollner | @gnostyx 27
Implications of Content 4.0 – The Complexity Curve
Escalating complexity
cannot be avoided
Complexity can be
managed within
engineered systems
@joegollner | @gnostyx 28
Content 1.0 Content 2.0 Content 3.0 Content 4.0
Collaboration at the Heart of Content Management
We are headed in
the right direction
There are engineering
precedents to follow
The burden of complexity
can be shared & managed
Together we can meet the
challenge of Content 4.0
@joegollner | @gnostyx 29
Closing Thought – Content 4.0 is already here…
@joegollner | @gnostyx 30
The future is
already here…
it’s just not
very evenly
distributed
- William Gibson
info@gnostyx.com

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Are You Ready for Content 4 0?

  • 1. Are You Ready for Content 4.0? The Shape of Things to Come and how to prepare for it Joe Gollner | @joegollner Managing Director Gnostyx Research Inc.
  • 2. The Road to Content 4.0 Industry 1.0 to 4.0 Web 1.0 to 4.0 Content 1.0 to 4.0 Implications @joegollner | @gnostyx 2
  • 3. Industry 1.0 – Division of Labor & Water/Steam Power @joegollner | @gnostyx 3
  • 4. Industry 2.0 –Assembly Line & Scientific Management @joegollner | @gnostyx 4
  • 5. Industry 3.0 – Computer Aided Manufacturing & Lean @joegollner | @gnostyx 5
  • 6. Industry 4.0 – Intelligent Manufacturing & Smart Parts @joegollner | @gnostyx 6
  • 7. The Steps to Industry 4.0 Recap @joegollner | @gnostyx 7 Source: www.allaboutlean.com
  • 8. Web 1.0 – Connecting Information Sources @joegollner | @gnostyx 8
  • 9. Web 2.0 – Connecting People @joegollner | @gnostyx 9
  • 10. Web 3.0 – Connecting Knowledge @joegollner | @gnostyx 10
  • 11. Web 4.0 – Connecting Intelligent Agents @joegollner | @gnostyx 11
  • 12. Increasing Intelligence of Connected Components @joegollner | @gnostyx 12 Web 3.0 Web 4.0 Web 1.0 Web 2.0 Web Pages Web Sites Portals Search Engines Blogs Social Media Wikis Multi-User Gaming Taxonomies Ontologies Artificial Intelligence Semantic Search Natural Language Processing Semantic Enterprise Agent Networks Semantic Recommendation IncreasingKnowledgeConnectivity&Reasoning Increasing Social Connectivity & Engagement Adapted from Source: Nova Spivak, John Breslin, Mills Davis - Semantic Web Report 2008
  • 13. Content 1.0 – Content & Format are One @joegollner | @gnostyx 13
  • 14. Content 1.0 – Applies to Traditional Publishing @joegollner | @gnostyx 14
  • 15. Content 1.0 – Applies to Most Web / Mobile Sites @joegollner | @gnostyx 15
  • 16. Content 1.0 – Output Focused @joegollner | @gnostyx 16 No separation between the content and the information product being published Content Product Content 1.0
  • 17. Content 2.0 – The Separation of Content & Format @joegollner | @gnostyx 17
  • 18. Content 2.0 – Content Managed as Content @joegollner | @gnostyx 18 Content is separated from format & it is used to produce two or more information products Product Product Content Content 2.0
  • 19. Content 2.0 – Single Source Publishing @joegollner | @gnostyx 19
  • 20. Content 3.0 – “Integrated” Content @joegollner | @gnostyx 20
  • 21. Content 3.0 – Connecting the Content Dots @joegollner | @gnostyx 21 Semantics Product Product Source Source ProductContent Content 3.0 Multiple authoritative sources Shared semantics Numerous information events
  • 22. Content 3.0 – a Complex Composite Artifact @joegollner | @gnostyx 22 Content is created by leveraging multiple inputs This is the daily challenge for professional communicators The whole is greater than the sum of its parts Content demands specialized technologies Content Channels Data Expertise Goals Feedback Audiences
  • 23. Content 3.0 – End-to-End Lifecycle Integration @joegollner | @gnostyx 23 Design Guidelines Process Specifications Part Standards Document Services Data Services Logic Services Operational Feedback Content Evolution Manufacturing Logistics Design Intent Plans Deviations Issues Changes Documentation Notes Production Source to use bidirectional integration establishes an authority network that can continuously improve
  • 24. Content 4.0 – Smart Content @joegollner | @gnostyx 24
  • 25. Content 4.0 – Self-Assembling & Self-Rendering @joegollner | @gnostyx 25 ProductSource SourceProduct ProductSource Semantics ProductSource SourceProduct ProductSource Semantics ProductSource SourceProduct ProductSource Semantics Content that assembles, transforms, & renders, dynamically in response to contexts & agent needs Content 4.0 Content
  • 26. Content 4.0 is the Shape of Things to Come @joegollner | @gnostyx 26 Implications
  • 27. Inescapable Trends in Technical Communication Content becomes much more precise Content design becomes one part in a total system Content creation becomes more technical Content management becomes more complex @joegollner | @gnostyx 27
  • 28. Implications of Content 4.0 – The Complexity Curve Escalating complexity cannot be avoided Complexity can be managed within engineered systems @joegollner | @gnostyx 28 Content 1.0 Content 2.0 Content 3.0 Content 4.0
  • 29. Collaboration at the Heart of Content Management We are headed in the right direction There are engineering precedents to follow The burden of complexity can be shared & managed Together we can meet the challenge of Content 4.0 @joegollner | @gnostyx 29
  • 30. Closing Thought – Content 4.0 is already here… @joegollner | @gnostyx 30 The future is already here… it’s just not very evenly distributed - William Gibson info@gnostyx.com