Training Industry Magazine - May/June 2019 - 37

creators to discover the habits, preferences,
pains, expectations and motivations that
inform better decision making regarding
the treatment of content.

DON'T:

WHY DOES METADATA MATTER?

* Place large chunks of text on graphics or
in videos.

When creating ideal content-consumer
p e r s o n a s fo r a t a r g e t a u d i e n c e,
something shifts in the way designers
and stakeholders approach decisions
regarding the training design. Suddenly
there is a clear picture of who the learner
is and how they will use the training to
solve a problem, answer a question or
learn a new skill. Using personas can help
ensure that the content created is not
simply a good idea in theory; personas
also ensure the content is realistic and
useful for the person doing the work.

* Use "Click here" when link ing to
content (hyperlinking the title makes it
decipherable by screen readers).

Metadata matters because algorithms are
written and work based on the metadata
that is available. Having good metadata
will help to ensure that your content will
be delivered when it's needed. Metadata
happens behind the scenes and, when it
works right, it isn't noticed; it just works.

INTELLIGENT CONTENT IS
THE KEY TO DELIVERING
THE RIGHT CONTENT, TO
THE RIGHT LEARNER, AT
THE RIGHT TIME AND FOR
THE RIGHT REASONS.

APPLY BASIC STANDARDS
TO MAKE CONTENT MORE
ACCESSIBLE FOR EVERYONE

Content loses its value if learners cannot
access it. Accessibility standards improve
the usability and overall user experience
for all users, including learners with
disabilities. This means taking a holistic
approach to thinking about usability
and accessibility. Here are some basic
dos and don'ts to consider when making
content more accessible:

DO:
* Provide alternate text that describe
graphics.
* Write instructions that are clear
and concise.
* Offer captions and transcript alternatives
for audio and video.
* Include descriptive titles on pages
for navigation.

* Use color only references for navigation.

ORGANIZE AND
STRUCTURE CONTENT TO
MAKE IT INTELLIGENT

Intelligent content is the key to delivering
the right content, to the right learner, at
the right time and for the right reasons.
Intelligent content is a term used in
content marketing that describes the
way content is organized and structured,
allowing it to be more readable and
efficient for both humans and machines.
An easy way to think about how content
is organized and structured is to think
about it in chunks, sequences and layers.
Content chunking is the method of
outlining content into short, bite-size
pieces that are easier to manage, easier
to remember and easier to find. Think of
each chunk of content as a single thought,
idea or subtopic. This way of organizing
content also helps when sequencing the
information for delivery. Layering refers to
where subjects belong in the sequence,
from simple to more complex levels
of mastery.

LABEL, DESCRIBE AND
TAG CONTENT TO MAKE IT
DISCOVERABLE

Intelligent content is structured to be
more efficient in delivering the just-in
time learner what they need. To make the
right content more discoverable, content
should be categorized with meta labels,
descriptions and tags.
More than likely, you are already creating
some forms of metadata to describe, tag and
label the content you publish. However, if
not done intentionally, you may not be using
your metadata to its full potential. Labeling
content correctly can automatically create
useful metadata, but keep in mind that the
quality of the metadata determines how
it performs. Having a consistent metadata
strategy is a powerful way to make content
more discoverable for the learner in their
time of need.

To start thinking about a metadata
strategy, start small and focus on building
consistency. Here are some areas to include
when considering a basic metadata strategy:
* Titles: Writing effective titles isn't easy.
Make sure the content has a meaningful
title and subtitle that contains relevant
keywords. The title is often displayed as
the first line in search results. Therefore,
titles are important in helping content
consumers decide if your content is
what they need.
* Descriptions: Think back to the last
time you bought a book. You likely
took a moment to read the back cover
before deciding if it was worthwhile.
Descriptions are essentially the back
cover of your content.
* Date: Include the publish date to
h elp user s deter min e t i m e l i ne s s
and relevance.
* Author: Include the content author's
name and contact information.
* Tags and keywords: Enter relevant
keywords that describe the content.
Tags are often displayed in search results
and provide content consumers with an
idea of what the content is about. Tags
may also direct consumers toward your
content and help the them find it.

PUTTING IT ALL TOGETHER
As content providers in today's digital
culture, it is necessary to rethink our role in
how content is designed to meet the needs
of today's learners. Focusing on these areas
with the just-in-time learner in mind will
help your company create content that is
ready for any digital technology to serve it
up when, where and how it is needed.
Laura Whitaker has been the lead for content
standards for SAP's global learning team since
February 2018. Her passion for helping people
in all aspects of content creation has been
the driving force throughout her 10+ years of
experience. Email Laura.

T RAIN IN G I N DU STR Y M AGAZ INE - UNDERSTANDING YOUR LEARNERS 20 1 9 I WWW. T RAI NINGINDU S T RY . C OM/ MAGAZ I NE

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Training Industry Magazine - May/June 2019

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