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In this session, Tom Aldous from Acrolinx presents a practical view of the key components of making content strategy happen. Using concrete real-life examples, the presentation will show how executing on a content strategy means implementing three aspects: governance, optimization and analytics. Governance means setting standards and setting up processes to ensure that standards are maintained. Content Analytics are critical in understanding where your content needs attention, and delivering metrics and reporting on content. The final piece of the puzzle is Content Optimization, which involves ensuring that content creators get the support they need in writing content that is findable (“search-ready”), translatable (“global-ready”), and in tune with its target audience (“people-ready”).
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EXECUTING YOUR CONTENT STRATEGY:
GOVERNANCE, OPTIMIZATION, AND ANALYTICS
SVP of Global Operations— Acrolinx
Former Director of TechComm Business Development and Evangelism— Adobe Systems, Inc.
Former Managing Partner (20 years)— Integrated Technologies, Inc.
Frequent speaker at industry conferences worldwide
FrameMaker/XML (including DITA) enthusiast Single source champion Blog: tmaldous.com Twitter: @tmaldous Let’s LinkedIn: linkedin.com/in/tmaldous
Tom Aldous
The Real Brains Of The Operation
Wow, Things have Changed
Wow, Things have Changed
LavaCon 2012 – General Session
My presentation was about “Finishing the Plumbing”
Converting to XML Enriching Content Publishing to Multiple Devices
New Boss: Kumar Vora
More Bosses: Andrew & Ulrich
Andrew Bredenkamp
He asked the Big Question“So, the content doesn’t matter?”
And followed with…
“So, writing your content to reach your target
audience doesn’t really matter?”
Followed by…
“It’s a Global Marketplace, but saving money on Language Translation is not important...”
He had me Reeling
Who cares about the plumbing…
…if what comes out is:
Content Quality impacts…
…and helps avoid.
Your audience… Is changing.
Your audience… Is changing.
Content Marketing is King 90% of Chief Marketing Officers believe that quality content strengthens the bond
with customers
80% of Chief Marketing Officers are receptive to the idea of using quality content in their marketing plan
84% of Chief Marketing Officers agree that content represents the future of Marketing
59% of Chief Marketing Officers have shifted budget away from traditional forms of Advertising to their Content Management budget
–Content Marketing Institute, Hubspot, Nielsen & Content Council (’11 ‐ ’12)
“Content Marketing is a Commitment, not a Campaign”– Jon Buscall, Jontus Media
“Traditional Marketing talks at people, Content Marketing talks with them.” – Doug Kessler, Velocity Partners
What does it take?
Making the move…
Controlled Language
Style Terminology SEO
GrammarSpelling
Speak With One Voice
KEYWORD PLACEMENT
REPORTING, METRICS, & ANALYTICS
Now What?
Think Like an Executive
• Help enter regulated markets • Save money on localization• Accelerate time to market• Protect brand equity• Improve success of M&As
Increase Revenue
Cut Costs
Make your move by promoting corporate goals.
Who Pays? Get their
commitment
Line Up Your Sponsors and Stakeholders•Can’t Say Yes but Can Say No
•Quality/Regulatory•Brand• Finance• IT
Evaluators
•—•Tech Writers• Trainers•Mktg Writers•Mfg Writers• Emp Comm
Users
•Yes/No•VP Marketing•VP Cust. Support•VP Regulatory
Sponsor
•Veto Power•Cross‐Functional Governance Committee
Approvers
Who Benefits? Get their backing and enthusiasm
Who has Influence?
Get their support
Who Decides? Get their approval
…and we just happen to do it all.
CREATE GREAT LANGUAGE WITH ACROLINX
Tom Aldoustom.aldous@acrolinx.com@tmaldouswww.linkedin.com/in/tmaldous
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