Structured Content Technologies 

Structured Content

Certain types of information lend themselves more readily to structure than others. Product or technical information, information for training, and marketing datasheets are classic examples of content that can be organized in recognizable blocks of information, providing content reuse possibilities within your structured content.


By contrast, content that is more fluid such as marketing content or brand-oriented content often lends itself less easily to repeatable structures or content reuse.

Watch how Sam transforms Tech Doc Town into Engagement City!

Eliminate repetition

Structuring content eliminates the problem of writing and translating the same information over and over again. 

Without structuring content, organizations have no way to leverage or share information written in one context with another context. This is a critical problem for global organizations that have to use the same information over and over again in different contexts. 

On the left is an example of the complexity of managing multiple topics, versions and revisions.

Content re-use

For example, information about how to replace a printer cartridge or change a battery in a mobile device may need to be published on a company’s website, in a support center and in its technical documentation. Furthermore, the same information may be identical or nearly identical across a company’s various printer lines. 

Without structuring content, that information either has to be rewritten multiple times or cut and pasted manually from one context to another. Either approach is costly and leads to inconsistency in information presented to customers. 

Business benefits

Businesses that structure content properly are realizing enormous cost savings, efficiency gains and business benefits.  Impacts on the business fall into two broad categories:

Bottom Line: Cost Saving and Efficiency Gain
Top Line: Business Agility and Revenue Opportunities
  • Drives down the cost of content development and translation by an average of 30-40%
  • Increases capacity of information producers to avoid headcount growth
  • Reduces wasteful, low level activities for highly trained personnel
  • Eliminates unnecessary translated-related costs including desktop publishing which can constitute 20% of a translation expenditure
  • Drives down the cost associated with call centers by creating more consistent, correct and updated content for customers seeking information
  • Drives down the cost of maintenance for field service personnel who need the latest technical information
  • Drives top line revenue growth by giving organizations the ability to reach global markets faster and by expanding global reach
  • Creates higher customer satisfaction through access to more relevant and up-to-date information, leading to repeat buying and greater referenceability
  • Empowers the organization to respond more nimbly to changing business conditions, such as the absorption of acquisitions, the opening of a new channel partner, or the need to create a customized flavor of product documentation