ARTICLE · UPDATED 13 OCTOBER 2026
XML provides structure. Turning it into a timely, useful publishing product takes editorial work, metadata, rights management and production.
Structure is the starting point.
An XML schema defines which elements content may contain and how they relate. It can describe chapters, paragraphs, tables and references, establishing a shared foundation for processing and reuse. It does not determine whether the text is factually correct.
Start with the product: who needs which information, in what context and through which channel? These questions shape the content model, editorial rules and output requirements. Technically valid content is an important milestone, but it is not yet a finished publication.
Metadata makes content discoverable.
Topic, audience, language, version and product assignment give a content component context. Plan these fields during authoring. An agreed vocabulary helps editorial teams and search use the same terminology.
A keyword alone is not enough to build audience-specific products. Define which components belong together, which revision is approved and which variants should be published together. Reuse then becomes an editorially controlled decision.
Clear handovers support timely delivery.
Who reviews an article? What happens when clarification is needed? When can production start? Modelled workflows connect these decisions with tasks and responsibilities. BPMN and Camunda underpin workflow orchestration in SiteFusion; editors, composition systems and other services are integrated to suit the solution.
Plan the return path too: when an approved component changes, establish which products and outputs need another review. The team needs to identify the affected content revision and the next task.
Plan for quality, rights and accessibility.
For images and other assets, record the uses for which the necessary rights are documented. Channel, term and, where relevant, territory belong in the review process. Central rights management supports this work; missing or unclear permissions need a defined resolution path.
Structured content also helps prepare accessible output. Editorial work should account for heading hierarchy, meaningful reading order and suitable text alternatives. Accessibility must be checked in the generated product; XML alone does not ensure it.
Treat AI as a workflow step.
AI can propose keywords, summaries or image descriptions. Within a publishing workflow, this requires a clear task, suitable inputs and editorial review. Suggestions should remain distinguishable from approved content.
SiteFusion can integrate these services into defined workflows. The AI application and the data it receives are agreed for the specific solution. Editorial responsibility remains part of automated processing.
The starting point: CrossMediaForum 2021.
On 1 July 2021, Mario Kandler of SiteFusion and Gregor Sieber of EBCONT presented the “Time to market first” approach at the 23rd CrossMediaForum. Using Verlag SKV as an example, they connected structured authoring with metadata, asset rights and workflow orchestration, showing Fonto as the integrated XML editor.
The recording documents the project and product as they were at that time. This updated article puts the topic in the context of current publishing projects, from structure through review to publication.
Original CrossMediaForum 2021 article
Watch the talk.
CrossMediaForum · 1 July 2021 · Mario Kandler & Gregor Sieber · German. The interface and features shown reflect the version available at that time.
By loading, you consent to data transfer to Google/YouTube (including the USA) and possible storage on your device. Reload the page to stop. YouTube privacy details
Watch on YouTube