Upload
scott-abel
View
6.105
Download
1
Embed Size (px)
DESCRIPTION
Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional content marketer. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way. In this Content Marketing World 2014 presentation, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional content marketers, can help us future-proof our content marketing efforts and ensure we’re meeting – even exceeding – our goals.
Citation preview
#cmworld
The Content Marketing
Futurist
5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
#cmworld
about mecontent strategistconference organizerfaculty at Berkeley iSchoolcolumnist EContent Magazine
#cmworld
the problemmarketers are overwhelmedand unprepared
#cmworld
the problemmany of us treatthe world wide weblike the Ohio webor the American English web
#cmworld
that needs to change
we need to change
#cmworld
the problemtechnologyis acceleratingfaster than we are
#cmworld
the problemnew devices and new marketsand new demands
#cmworld
the problemoutdated notionsof successin what other industry would 2-5% response rate be considered a success?
#cmworld
the solutionnew approaches new responsibilitiesnew roles and new tools
#cmworld
The Content Marketing
Futurist
5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
#cmworld
what is
technology?
#cmworld
technology is the purposefulapplication of scientificknowledge in the design, production,and utilization of goods and services
#cmworld
why do we need toknow about technologies?
#cmworld
by 2017, CMOs areexpected to spend moreon IT than CIOs do
Source: Gartner
#cmworld
what technologiescan we not afford to ignore ?
Iʼll provide a basic overview of each and some key points for pondering
#cmworld
#1automatedtranslation
#cmworld
akamachinetranslation
#cmworld
some know it asgoogle translate
#cmworld
but itʼs much more
than that
#cmworld
what isautomatedtranslation
?
#cmworld
automated translation isa process that usessoftware to translatecontent from onelanguage to another
#cmworld
why?do we need to know this
#cmworld
the world wide web[not the American English web]is the land of opportunity
#cmworld
in a global marketreaching customerspreviously viewed asout of scope is the goal
#cmworld
96%of the consumers on Earthdo not live in the US
Source: US Small Business Administration
#cmworld
but they allspeak English, right ?
#cmworld
wrong!
#cmworld
less than 6%of the worldʼs populationspeak English well enough
Source: Nationalencyklopedin
to understand your proseand marketing mumbo-jumbo
#cmworld
many people whounderstand spoken Englishcannot read English
Source: Wikipedia
in fact, many cannot read at all
#cmworld
human translationcan be time-consuming and
expensivemany languages arenʼt supported due to lack of resources
#cmworld
there are over 7,000languages spokenby the people of Earth
Source: Ethnologue
especially when you consider that
#cmworld
word translated costsabout .25 a wordmultiplied by the number of languages
and that each and every
the average multi-national support 20+ languages
Source: 2010 Web Globalization Report Card
#cmworld
translated into 22 languages
at .25 a worda 15,000 word document
15,000 X .25 = $3,750 X $82,000
Source: 2010 Web Globalization Report Card
#cmworld
how?do we get started
#cmworld
for both humansand machinesrecognize that today you write
our content must be both human- and machine-processable to have maximum ROI
#cmworld
first for machinesthen for humansrecognize that today you write
if content is not findable (by machine) or accessible (by machine) it doesnʼt exist
#cmworld
is destined for humansbut machines areof course the content you create
gatekeepers to success
#cmworld
were developed long before technology
recognize that writing rules
made instant globalcommunication possible
#cmworld
you learned in grade schoolLanguage Arts classesrecognize that writing rules
are no longer sufficientfor a world in whichLanguage Science is needed
#cmworld
the vantage point of arules processing engineexamine your content from
and ensure it is optimizedfor machine translationwe do this already by making content conform to standards like RSS
#cmworld
#2automatedtranscription
#cmworld
automatedtranscriptionwhat is
?
#cmworld
automated transcription isa process that usessoftware to translatespeech to text
#cmworld
why?do we need to know this
#cmworld
for many of the samereasons automated translationis needed AND the fact that videocontent is not keyword searchablewithout a transcription
#cmworld
the content locked insideof video is hidden from view• CRM• integration• personalize
#cmworld
#cmworld
how?do we get started
#cmworld
use one of severalsoftware providersto create transcriptionsfor your videos and post themalong with your videos
#cmworld
transcription filescan also be translatedand the translations usedas sub-titles in other languages
#cmworld
#3terminologymanagement
#cmworld
terminologymanagementwhat is
?
#cmworld
terminology managementis the process of controllingthe words you use by organizingthem in a central repositorythat contains a list of approvedterms and rules for their usage
#cmworld
the goal of terminologymanagement is to ensure thatthe words that are mostclosely associated with yourproducts, services, and brandingare used consistently
#cmworld
terminology managementefforts result in a controlledvocabulary that is madeaccessible to all who need itacross your organizationas well as partners and service providers
#cmworld
why?do we need to know this
#cmworld
terminology managementhelps ensure consistencythroughout your content assetsin both your sourceand you translated content
#cmworld
terminology managementcan help ensure legal and regulatory compliance, brandconsistency, enhanced content quality
#cmworld
how?do we get started
#cmworld
seek guidance from aglobal content strategistto help you craft a terminology management strategy
and look for opportunitiesto standardize your content creation processes
#cmworld
adopt a terminologymanagement system
#cmworld
#4adaptivecontent
#cmworld
adaptivecontentwhat is
?
#cmworld
adaptive content iscontent that is structuredand designed adapt tothe needs of your customer
#cmworld
adaptive content changesnot just cosmetically,but also in substanceand in capability
#cmworld
adaptive content also adaptsto the capabilities of thedevice it is viewed on
if a GPS is available on a handheld device, the content will be ableto take advantage of “location aware” features of the device
automatically, on-demand
#cmworld
for example, an instructionlike ʻclickʼ on a laptopwould be automaticallyadapted to ʻtouchʼ on asmartphone and ʻsayʼ inan automobile GPS
#cmworld
why?do we need to know this
#cmworld
customers demandexceptional experiences;their expectations have changedand they expect you tochange and adapt to their needs
#cmworld
adaptive contentmakes it possible for you topublish to multiple-platformsand to multiple-devices̶ often, automatically
#cmworld
adaptive contentis consistently structured,providing a predictablecustomer experience
#cmworld
adaptive contentis content separated fromformatting information;allowing authors to focuson what they do best
#cmworld
adaptive contentmakes your contentfindable and reusableby others who need it
#cmworld
how?do we get started
#cmworld
adaptive contentinvolves rethinkinghow you create, manageand deliver content; itʼs bestto seek advice from an experienced pro
#cmworld
there is no EASY button;moving to adaptivecontent involves work,but the pay-off (ROI) canoften be realized in months, not years
#cmworld
#5componentcontent management
#cmworld
componentcontent management
what is
?
#cmworld
component content managementis the creation, administration, organization and governanceof small, discrete, re-usablecomponents of content
#cmworld
component content managementfocuses on the storing ofcontent components thatare used to assemble documents
component content management systems are designed for this purpose
#cmworld
components of contentcome in various sizes andtypes and can be as smallas a single word or as large asmany paragraphs
they can be recombined/remixed to create new deliverables
#cmworld
components of contentcan take the form ofgraphics, hyperlinks orother repurposable content
your company logo, product description, value proposition, link to benefits
#cmworld
component content managementis about managing contentnot about managing files
content versus files
#cmworld
contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link
filesemail inviteprinted inviteregistration micrositeprinted programat-event signagevoicemail scripttelephone scriptadvertisingcontracttweet/updateblog postmobile app
#cmworld
contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link
usagesamesamesamesamesamen/an/asamevaries (gold, silver, bronze)varies (deliveries)varies (gold, silver, bronze)same
#cmworld
why?do we need to know this
#cmworld
structured contentcombined with CCMSsupports personalizedcontent and targeted marketing,increasing response rates
#cmworld
structured contentcombined with CCMSputs you in control ofyour content and can help yousave BIG $ on translation
#cmworld
because not all prospectsor customersare the same
#cmworld
you need componentcontent managementif you need to...
#cmworld
provide different typesof content to differenttypes of prospects and customers
#cmworld
re-use content acrossdocuments withoutcopying and pastingthe copy>paste reuse method is the most costly and error-prone
#cmworld
ensure content isconsistent across alltouch points, channels, and devices
single-sourcing: write it once, use it often is a best practice
#cmworld
translate contentonce and have itautomatically reflectedwherever it is reusedtranslation savings alone can often provide return on investment
#cmworld
publish to multipleoutput formatswithout the need formanual interventionformatting content for multi-channel output occurs automatically
#cmworld
involve a variety ofpeople in the creation,management and deliveryof content to those who need itcomponent content management systems are designed for this task
#cmworld
how?do we get started
#cmworld
wait, thereʼsmuch more!
#cmworld
wirelesselectricitylook out for...
#cmworld
flexiblesurfaceslook out for...
#cmworld
wearablecomputinglook out for...
#cmworld
finalthoughts
#cmworld
we need content craftspeople,content designers and to mature as a discipline
content engineers to help us shape, refineand grow digital content
#cmworld
compelling contentexperiences, weʼll have
in order to create
to leverage bothcontent AND code
#cmworld
start thinking morelike engineers and less
and, weʼll have to
like writers and editors
#cmworld
The Content Marketing
Futurist
5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler