Technical publishing
We build the systems that structured content runs on
Most publishing consultancies come from the publishing world. Most web engineering firms have never seen a DTD. Shakewell sits in both — deep structured content expertise alongside a full-stack engineering practice, which is why we can take an organisation from legacy authoring tools to an API-driven content platform without handing off between vendors halfway through. We have been doing this for regulators, standards bodies, defence and aerospace primes, satellite operators and scholarly publishers for over a decade.
- 2018
- building since
- 70+
- designers, engineers and product people
- 5
- regionsAustralia, Europe, the Philippines, the Middle East and the USA
- 6,500+
- commits across six repositoriesthe three SES aviation platforms we build and still run
What we do
Component content management
We implement and operate CCMS platforms — principally Quark Publishing Platform — as the source of truth for organisations with serious publishing obligations. That means content modelling, schema design, workflow and gating, permissions, audit trails and full version history, built around how your organisation actually reviews and releases content. Documents stop being files. They become components with independent lifecycles, tracked reuse, and the ability to be assembled differently for different audiences and outputs.
Structured authoring and XML standards
Our team works natively across the specification landscape, and where clients need to move between formats we build transposition rather than forcing a single-standard decision.
- S1000D — full feature surface including applicability, across multiple issues
- ATA iSpec 2200 — air transport technical publications
- DITA and DocBook — topic-based and general technical documentation
- SGML and bespoke XML schemas — including legislative and standards-driven models
- S-Series logistics specifications — S2000M (provisioning and parts), S4000P (preventive maintenance), S5000F (in-service feedback)
Branching and merging
Version control for documents, built by Shakewell and unique to our implementations. Concurrent authoring is where most publishing processes break down: four people work on the same document, each takes a copy, and someone spends a week threading the needle back together in Word. We applied the model software engineering has used for thirty years — authors branch from a point in time, work independently, and merge back with automatic conflict detection. It works at document and component level, so a heavy structural edit can run in parallel with next month's release without either putting the other at risk.
Migration off legacy tooling
We migrate organisations off MadCap Flare, Word-based processes, file-share estates and end-of-life systems into structured, componentised content. The approach is deliberately staged: discovery and documentation of the current estate, a migration plan, a pilot on documents you nominate, testing and UAT, then systematic migration. We carry existing identifiers and version history across rather than resetting everyone to version one — your content arrives with its provenance intact.
Content services platforms
Publishing to a fixed output format is a solved problem that has stopped being the right problem. We build API-driven content layers that release approved content once and serve it to everything downstream — public websites, embedded views, mobile, participant systems, service platforms and AI. Consumers request what they need, including differences between any two versions, and receive structured data rather than a document to parse. This is also what makes content genuinely accessible: a REST API can be consumed by assistive technology and rendered appropriately for the reader, where a PDF is a flat image with text trapped inside it.
AI-ready content
Content now has two audiences: people and machines. If your published content cannot be ingested and reasoned over reliably, it will be worked around rather than used. We help organisations get their content into a state where language models can consume it accurately and with the right authority signals — released versions only, correct applicability, defined terms resolving in context. This is upstream work on the content itself, not a chatbot bolted onto a website.
Publishing pipelines and output
PDF, Word, HTML5, full HTML sites, XML, JSON, YAML and packaged deliverables to a downstream specification. Publishing targets are configured to whatever the destination requires, including direct integration with existing distribution channels and scheduled release automation.
PLM and the engineering toolchain
Technical publications do not sit on their own. We work with PTC Windchill as the product lifecycle system alongside the publishing platform — exporting ACT and PCT XML compatible with Windchill, and synchronising product and document metadata with the Oracle Agile database — so the publication record and the engineering record stay in step rather than drifting apart between releases. Where the two systems disagree, that is usually the defect nobody has found yet.
Integration
We connect publishing platforms to the systems around them: SSO through Okta, Entra ID and equivalents with group and permission inheritance; service management platforms such as ServiceNow; PLM and engineering systems including PTC Windchill and Oracle Agile; collaboration and version control tooling; and BI and analytics layers including Power BI.
Hosting, security and compliance
We architect, build and operate the infrastructure — predominantly AWS, with Azure and GCP equally supported, and a per-client account structure that keeps environments properly isolated. We work with clients whose security review processes are genuinely demanding, including Australian banks and government agencies, and we handle that process alongside you: assurance documentation, government-assessed regions, penetration and compliance requirements, and sitting in the room with your security team when that is what it takes.
Managed service and support
Implementation is the beginning. We run platforms long-term — infrastructure management, platform upgrades, publishing pipeline maintenance, and support from level one end-user assistance through to deep platform engineering.
Where we work
Energy and regulatory
Legislative and rules publishing, participant-facing technical specifications, market documentation — the work behind our legislative and regulatory publishing platform.
Defence and aerospace
Technical publications to military and industry specification, including work in secure and air-gapped environments.
Standards bodies
Standards development, publication and licensing workflows, including Standards Australia's Digital Standards Web App.
Satellite and telecommunications
Technical documentation and portal integration.
Scholarly and scientific publishing
High-volume structured content with complex production requirements.
Why organisations bring us in
Because we tell them what is actually true. Publishing transformations have a long history of promising seamless migration and delivering eighteen months of remediation. We would rather say up front which parts will need to change, what the licensing genuinely costs, and where a request is achievable but a bad idea.
And because we have built the hard parts ourselves. When the platform did not do what a client needed, we did not submit a feature request — we wrote it.
If you are publishing structured content at scale and your current tooling is fighting you, we should talk. We are happy to look at your content before you commit to anything — we usually build a working model with a client's own documents in it before we ask them to make a decision.
Shakewell LLC — our US entity
One team, two front doors. shakewellusa.com is the site for the US market, where the deepest standards specialism sits and where aerospace, defence and next-generation aviation programs are served. If you are buying from the US, start there.
The proof
Work we have shipped, not a capability deck.
- SES (formerly Intelsat)Three connected platforms for aviation technical publications — a publications database as the source of truth, a service request portal for airlines, and the content portal that delivers the right revision to the right operator. Around 6,500 commits across six repositories, still under active development.Read the case study
- SES — legacy Access to web applicationMigrating the technical publications database off Microsoft Access to SQL Server with a web front end, role-based access for administrators, writers and reviewers, ACT and PCT XML export compatible with Windchill, and metadata synchronisation with the Agile database.Read the case study
- SES — entitlement-based content portalPurchase-driven entitlement, role-based views separating technical content from marketing material, and the administrative reporting to run it at scale.Read the case study
- Standards AustraliaThe Digital Standards Web App — dynamic XML rendering using the NISO STS framework, permissioned access, bookmarks and annotations, built as part of the Modular Standards Architecture initiative and delivered 2022–2023.Read the case study
- Australian Energy Market CommissionStructured publishing for a regulator, where the output has to be exact and the people writing it are lawyers and engineers rather than XML operators.Read the case study
- American Chemical SocietyAn AI and machine-learning journal recommender matching researchers to the right journal from a large catalogue — structured content as the foundation for a retrieval problem.Read the case study
Common questions
What is structured content, and why does it matter?
Content written as discrete, typed components with meaning marked up in the source, rather than as formatted documents. It matters because it is what makes everything downstream possible: publishing the same source to a manual, a portal and a device without rewriting it; reusing a procedure in forty places and correcting it once; proving which revision applied on a given date. It is also the difference between an AI system that answers from your approved content and one that improvises.
Which standards do you work with?
S1000D across issues 2.1 to 6, MIL-STD-40051 and MIL-STD-3001 for US Army and NAVAIR technical manuals, ATA iSpec 2200, ATA Spec 1000BR and ATA Spec 2300 for civil aviation, plus DITA, DocBook, SGML, NISO STS and the W3C XML family — NISO STS is what renders the standards catalogue in the Standards Australia platform. Standards work is delivered largely through our US entity, Shakewell LLC, which is where the deepest specialism sits.
Have you actually built this, or is it consulting?
Both, and the build side is public. We build and run three connected platforms for SES covering aviation technical publications — a publications database where documents carry revisions, configurations and a full audit trail, a service request portal for airlines, and the content portal that delivers the right revision to the right operator. Around six and a half thousand commits across six repositories. Read the SES case study, plus the entitlement-based content portal and the migration off a Microsoft Access database in detail.
Can you migrate our legacy documentation?
Yes — legacy conversion into structured, single-source formats is routine work, including from unstructured Word and FrameMaker, older SGML, and content that only exists as PDF. The honest part: conversion quality depends on how consistently the source was written, and an audit up front tells you how much is automatable versus how much needs editorial work. Nobody can answer that from a sample of three pages.
How does this relate to AI?
Structured content is the prerequisite rather than a competing project. An AI system grounded in approved, versioned, entitlement-aware source can cite where an answer came from and be constrained to what has been signed off. One pointed at a folder of PDFs cannot. This is why we treat the content architecture as the foundation and the AI layer as what it enables.
Do you offer training?
Yes — hands-on training in DITA, S1000D and MIL-STD-40051 for technical writers, content managers, program managers and engineering teams. The aim is internal capability rather than permanent dependency on us. Training is run through Shakewell LLC.
Are Shakewell and Shakewell LLC the same team?
Yes. Shakewell LLC is our US entity and shakewellusa.com is the site for that market, particularly aerospace, defense and next-generation aviation programs. It is one team across both, working in the same repositories. If you are in the US, start there; if you are in Australia or Asia-Pacific, start here — the people are the same either way.
Do you integrate with PTC Windchill?
Yes. Windchill is one of the systems we most often sit beside: we export ACT and PCT XML compatible with it, and synchronise product and document metadata with the Oracle Agile database so the publication record and the engineering record do not drift apart between releases. The publishing platform is rarely the only system of record in an engineering organisation, and an integration that keeps the two in step is usually worth more than either system on its own.
Which publishing platforms do you implement?
Principally Quark Publishing Platform as the component content management system, alongside the engineering and business systems around it — PTC Windchill and Oracle Agile on the PLM side, ServiceNow for service management, Okta or Entra ID for SSO, and Power BI for analytics. We also migrate organisations off MadCap Flare, Word-based processes and file-share estates into structured content. If you are already committed to a platform we will tell you honestly whether it fits what you are trying to do.
Trusted by
“I’ve worked with Michael and the Team for a number of years now on a web development project of strategic value to the University. Michael and the team work in deep partnership and are genuinely invested in the success of the project and the maximising the impact it can deliver to end users. Always exceeding expectations, you will not find a more amiable, grounded and technically proficient team!”
Kelly Whitney
WSU Associate Director; Careers, Talent & Organisational Success
Engagement models
How we work
Four straightforward ways to engage us. Pick the one that fits, or mix them as your needs change.
Staff Augmentation
Add experienced Shakewell developers, designers or specialists directly to your own team. Engagements typically run three to twelve months, but can be as short or long as you need — you get the skills without the commitment and cost of hiring full-time.
About staff augmentationFixed-Scope Projects
Have a defined outcome in mind? We scope it, price it and deliver it as a project — a clear timeline, agreed milestones and a single point of accountability from kickoff to handover.
Embedded Delivery Teams
For larger or longer-running work, a cross-functional Shakewell team — development, design and delivery management — plugs in as your delivery arm, working to your priorities and your reporting cadence.
Support & Maintenance
Already live? We keep websites, stores and apps secure, updated and performing through ongoing retainers — business-hours support as standard, with 24/7 coverage available for critical issues.
About support & maintenance







