My Photo

Oxford England

  • The End of the Road
    These photos are separated from my Travels album because Oxford is something of a second home. I still manage to visit it several times a year. So the pathway between Manotick and Oxford is well trodden and I can likely do it with my eyes closed - and probably have on more than one occasion.

Royal Roads University

  • Hatley Castle
    This series of photographs was taken over the last few years. I have stayed at the campus of Royal Roads on several occasions and I have been repeatedly impressed by the grounds. They are in many ways a little-known treasure.


  • Kafka Statue
    Here is a selection of pictures I have taken during my travels over the last few years. I am very obviously an amateur photographer and it is not uncommon for me to forget my camera altogether when packing. What the pictures do not convey is the fact that in these travels I have met, and gotten to know, a great many interesting people.

Manotick Ontario

  • Springtime in Manotick
    Manotick Ontario Canada is the part of Ottawa that I call home. Much of Manotick stands on an island in the Rideau River. Interestingly, the Rideau Canal, which runs through and around the river, was recently designated a World Heritage Site by the United Nations. So this means that the view from my backyard is in some way on a similar par with the Egyptian Pyramids - although the thought strikes me as ridiculous.
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March 08, 2015


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"Sometimes acronyms shouldn't be pushed too far." Yeah, because if you call it ICBM then you have to build another new silo to keep it in. ;)

I really like your analysis of the landscape, Joe. Besides the different content-management silos you describe, there's perhaps even another overlay: technical content (the province of the TechComm Ghetto) and marketing content. I think this is largely a false distinction, but it's one that seems to persist in the minds of many.

Integrated content management is a holy grail for many of us in the field. You've done an excellent job of describing it, and you've also done a service by pointing out that it shouldn't supplant the other kinds of content management; rather it should sit astride them.

Thank you for this article. It's given me a lot of new insights and a lot more clarity than I had before.

Joe Gollner

Hi Larry

Yes, you are right that I could have spent some specific time on the chasm between technical content and marketing content. It is one that is worthy of its own treatment. And as luck would have it, I wrote about this very topic in TC World Magazine and that article has just come online - see Technical Content Marketing: Why content marketing and technical communication need each other (

And I think that there are several reasons why ICBMs shouldn't be pushed too far...



ICBM. Bwahahahaha.

Very interesting thoughts as always.

I suppose 2015 will be the Year of Silos. (The Year of Busted Silos is going to be more like 2025.) There's an article going up on our site ( on Monday (March 16) about silos as well.

We've spent lots of time talking about how we need to move away from an artisanal approach to content and toward a more industrial, engineered approach. This led me to think about medieval fiefdoms. Each local baron had nearly unlimited power over his serfs, and only theoretical accountability to royalty. Fiefdoms as an organization structure went out of style when princes no longer needed barons to impose their will.

So. Where are we in corporate organizations with the elimination of middle management?

. I don't think we will eliminate silos in our content efforts until we have


ICBMs. Bwahahaha.

I fear that ceding the term "content management" and then focusing on a subset of content management--whether "integrated," "component," or anything else--will lead to marginalization. Who wins the use of the generic content management term??

Joe Gollner

Hi Sarah

I hear you on the sufficiency of the root concept of "content management". Elsewhere I have said that if we define "content" properly then all the hyphenated variations become unnecessary. So if we play the game well, "we" will win back the generic content management term. The challenge today is that when you utter the core phrase "content management" then each silo will automatically add a preferred hyphenated variation and hear nothing else. In truth, I use "content management" straight-up, Full Monty. And I am often quite obnoxious about it - interrupting people from this and that silo with "hold it, you are not really talking about the content are you?" from which puzzled looks and breathless incomprehension cascade into a dazzling symphony. All this brings me back to ICBMs.


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