She focused on the project stages in implementing structured content. To get wary or hesitant writers on board, it’s essential to teach them, so they understand how the way they work will change: First, teach the concepts as well as the benefits which are consistency, reusability, guidance in writing and enhanced productivity when you don’t have to worry about stuff like structure and formatting. Then teach the modeling of content, then the guidelines for writers to adhere to. (The address did not discuss the business case and change management – for time reasons, I guess.)
She emphasized that structured writing should be taught separately from the tool, lest writers will focus on the tool rather than concepts and process. Then get a tool which matches the writers’ skills.