These slides are from the 3/27/08 webcast:

Make Your Content a Powerful Asset in 10 Steps

Make Your Content a Powerful Asset

in 10 StepsContinuous Publishing in a Global Digital Media Environment

Presented by Todd TibbettsDirector, Aquent Studios, Seattle

My content is out of control!¤ Where you are¤ Where you want to be¤ How to get there

What is content?¤ Media chunks¤ Message containers¤ Communication elements¤ Asset? Liability?

Who am I?¤ Internet pro for 18 years

¤ 3M¤ Whole Earth¤ Free Range Media¤ Mountain Zone¤ Lux Worldwide

¤ Aquent Studios

Poll Question One: Do you have control of your content?

¤ Definitely¤ I am slightly sloppy¤ It’s getting a little nuts¤ My content controls me

Today’s assignment¤ Get a hold of yourself¤ Your 10 to-do items

Assets A$$ets=

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Ten steps to powerful content1. Discover what you have now. 2. Develop your core. 3. Prepare for community involvement.4. Architect your content. 5. Create your multi-destinational plan.6. Acquire or build your tools.7. Design your content.8. Document it.9. Tell your story continuously.10.Track it.

STORY: K2 Skis PROCESS: Full Audit

1. Discover what you have now¤ Content audit

¤Content inventory¤Content matrix¤Content plan

¤ Styles of content¤ Migrations

STORY: Hewlett Packard (part 1) PROCESS: Single Source

2. Develop your core¤ Single source¤ Who is your audience?¤ Essential ingredients¤ Workflow

Increased efficiencies reduced graphic costs.

2005: 2289 graphics were published. Cost/graphic $66.00 (1 hour/graphic)

2006: 3888 graphics were published. Cost/graphic $58.74 (0.89 hours/graphic)

2007: 6069 graphics were published. Cost/graphic $44.00 (0.72 hours/graphic)

STORY: Mt. Everest Cybercast PROCESS: Make a Community Plan

3. Prepare for community involvement¤ User generated content¤ Social network effect¤ Content gets loose¤ Creating trusted content

STORY: Whole Earth Catalog PROCESS: Buckets of Baggage

4. Architect your content¤ Buckets¤ Card sort¤ The demise of folders¤ Taxonomies¤ SEO and SEM

Questions ?

5. Create your multidestinational plan ¤ Delivery Method Attribute Matrix¤ Cross-platform/Multi-platform¤ Globalization of content

STORY: Hewlett Packard (part 2) PROCESS: Act Globally

5. Create your multidestinational plan ¤ Delivery Method Attribute Matrix¤ Cross-platform/Multi-platform¤ Globalization of content

STORY: Hewlett Packard (part 2) PROCESS: Act Globally

2005: 1.2 million words published. Cost per word $1.00.42% of content developed was a 100% match for localization.

2006: 2.2 million words published. Cost per word $.69.55% of content developed was a 100% match for localization.

Cost savings of 31% between FY05 and FY06.Total cost savings in FY06 of $682,000.

2007: 1.5 million words published. Cost per word $.65.73% of content developed was a 100% match for localization.

Total cost savings in FY07 was $60,000 compared to FY06and $742,000 compared to FY05.

Poll Question Two: Are you happy with your content management tools?

¤ Definitely¤ Could be better¤ Not so much¤ No way, no how¤ I ain’t got no tools

STORY: Microsoft DxStudio PROCESS: Grow a Toolbox

6. Acquire or build your tools¤ Content & knowledge management¤ Build vs. buy¤ Extensibility and XML¤ When all you have is a hammer…

STORY: Aquent Studios PROCESS: Separate the Visuals

7. Design your content¤ Content vs. presentation¤ Static vs. time based¤ Globalizing your visuals¤ Prepare for change

STORY: T-Mobile PROCESS: Not Written=Doesn’t Exist

8. Document it¤ Instructional design¤ Institutional knowledge¤ Style guides

STORY: MSN Channels PROCESS: 24/7/365

9. Tell your story continuously¤ Assign staff¤ Roles¤ Thought leadership¤ Real content wins

STORY: Baywatch PROCESS: Never Assume

10. Track it¤ Metrics¤ Internal assets¤ External assets¤ Analysis

Ten steps to powerful content1. Discover what you have now. 2. Develop your core. 3. Prepare for community. 4. Architect your content. 5. Create your multidestinational plan. 6. Acquire or build your tools. 7. Design your content. 8. Document it. 9. Tell your story continuously. 10.Track it.

Ten steps to powerful content1. Discover what you have now. Full audit.2. Develop your core. Single source.3. Prepare for community. Community plan.4. Architect your content. Buckets of baggage. 5. Create your multidestinational plan. Act globally.6. Acquire or build your tools. Grow a toolbox.7. Design your content. Separate the visuals.8. Document it. Not written, doesn’t exist.9. Tell your story continuously. 24/7/365.10.Track it. Never assume.

Questions?

Todd TibbettsAquentStudios.com

ToddTibbetts.comSeattle, WA