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Key Components of a Practical Content Strategy
Andrew Bredenkamp Acrolinx
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A practical view of the key components of making content strategy happen
What did I promise?
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getting the right content to the right peopleat the right time
What is Content Strategy?
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The right peopleThe right contentThe right time
What does that mean?
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Content Strategy
Thinking
Making it happen
Market
Message
Tone-of-Voice
Writing
ContentOptimization
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Content Optimization Cycle
How to make it happen?
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Content Optimization Cycle
Governance
Creation
Analytics
Optimization
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Governance
1. Choose your audience
2. Choose the right language for them
3. Choose the right tone-of-voice and words and phrases
4. Setting standards
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Content Governance
Mitigaterisk
Promote best practice
Security
Compliance
Standards
Branding
ContentOptimization
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Creation / Optimization
1. Work as a team2. Create and Optimize
in one step where possible
3. Know when you’re done
4. Connect content with consistent language
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Analytics
1. Understand your audience
2. Capture your language
3. Find the best content
4. Find the worst content
5. Find the redundant content
Content Quality Reporting
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Content Optimization Cycle
Governance
Creation
Analytics
Optimization
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Content’s often (almost) all you’ve got!
How to make it happen?
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90% of customers never touch the product before they buy
(HP (source))
Good Content is your only chance!
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“70% of the buying process is already complete before prospects engage with a sales person”
(SiriusDecisions)
Content is your only hope
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Content Optimization Cycle
Governance
Creation
Analytics
Optimization
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Content Strategy in Action 1
$
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Content Strategy in Action 1
$PayPal
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Regulated financial institution
Content Strategy in Action 1
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“send money” “transfer funds”
PayPal’s new language
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Cisco
Content Strategy in Action 2
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Content Strategy in Action 2Cisco 4900 Series
Content Strategy @ Cisco
“The 4900 Series is ideal for space-constrained deployments.”
“Simplified Management: Edge switch auto-provisioning”
Zero uses of “you”
Content Strategy @ CiscoLinksys Wi-Fi Router N300
Content Strategy @ Cisco
Not “space-constrained” but “smaller”
No sentence over 18 words
Eight uses of “you”
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Words matter
Content Strategy in Action
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What does your content need to do?
Content Strategy in Action
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People-ready
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Focused on target audienceTask and solution-orientedNon-native speaker friendly
People-ready?
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Global-ready
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Next-generation AutomationMT not TMOn-Demand MTLong-tail languages
Global-ready?
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Search-ready
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SEO – Search Engine OptimizationMore content delivered via GoogleSearch performance is a challenge for SupportAfter-Sales Content is relevant for Sales!
Search-ready?
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Circulator pump
Circulation pump
Recirculating pumpCirculating pump
Pump, circulator
Pump
Water pumpRecirculation pump
What’s it called again?
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循环水泵再循环水泵
再循环泵循环泵
泵
水泵
冷水循环泵 热水循环泵
What’s it called again?
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Heizungspumpe
Heizkreispumpe
HeizkreisumwälzpumpeHeizkreis-Umwälzpumpe
Kesselthermenpumpe
Umwälzpumpe
Gerätepumpe
Heizungsumwälzpumpe
What’s it called again?
What are the benefits of doing this?
Write Edit Translate SEO
Time off!!
What are the risks of not doing this?
HTC Windows phone–How long has it got to impress?
What are the risks of not doing this?
HTC Windows phone–How long has it got to impress?
Google: “windows smartphone”
HTC
Nokia
HTC
Samsung
The risks of not doing it?
xxxxxxxxxxxx
xxxxxxxxxxxxXxxxxxxxxxxxxxxx
Take aways
Content Strategy Matters– the actual content, not just delivery– people-ready, global-ready, search-ready
Strategy is good– success comes through execution
Governance – Creation – Analytics – Optimization
Take aways
You need technology to make this happen:– Faster (up to 30% faster)– More reliably (metrics driving process)– More transparently (reporting)– More effectively
• > CSAT (for example 30% better content)• > Findability (up to 100% more traffic)
