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The Maven Site plugin uses by default the apt format. Although it is a simple and straight forward format I personally prefer the Confluence markup and DocBook. Confluence I use for my personal Wiki and at various projects I use DocBook for the documentation.

Under the hood of the Maven site plugin runs the Doxia plugin. The documentation of the Site plugin is not really clear on this part. I stumbled on this some time ago.

By adding the appropriate doxia module as a dependency to the site plugin you can use the following formats:

AptAlmost Plain Textdoxia-module-apt
ConfluenceConfluence Enterprise Wikidoxia-module-confluence
Simplified DocBookSimplified DocBook XML Standarddoxia-module-docbook-simple
FMLFAQ Markup Languagedoxia-module-fml
iTextiText PDF Librarydoxia-module-itext
FO*XSL formatting objects (XSL-FO)doxia-module-fo
LaTeXLaTeX typesetting systemdoxia-module-latex
Markdown*Markdown markup languagedoxia-module-markdown
RTFMicrosoft Rich Text Formatdoxia-module-rtf
TWikiTWiki Structured Wikidoxia-module-twiki
XdocXML Documentation Formatdoxia-module-xdoc
XHTMLExtensible Hypertext Markup Languagedoxia-module-xhtml
 

Adding the following code snippet to you pom allows you to use the specified markup language for you site.

<pluginManagement>
  <plugins>
    <plugin>
      <groupId>org.apache.maven.plugins</groupId>
      <artifactId>maven-site-plugin</artifactId>
      <version>2.1.1</version>
      <configuration>
        <locales>en</locales>
      </configuration>
      <dependencies>
        <dependency>
          <groupId>org.apache.maven.doxia</groupId>
          <artifactId>doxia-module-confluence</artifactId>           <version>1.1.3</version>
        </dependency>
      </dependencies>
    </configuration>
  </plugin>
 </plugins>
</pluginManagement>