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5 Content Controversies
@cgericke
1
http://www.slideshare.net/christiangericke/
Christian Gericke, VPAcrolinx@cgericke
#Slidestorm
https://goo.gl/z1kcLu
Go is an abstract strategy board game for two players. Go is
considered more complex than chess. Game complexity can only be
crudely estimated. The number of legal positions for Go is vastly
larger 10170
Best player losing
For the first time ever, a computer Go program has defeated a
professional Go player on even terms an event that experts
previously thought was at least a decade away.The program, named
AlphaGo, defeated Fan Hui (three time European Go Champion) with a
surprising 5-0 score! AlphaGo der Google-Tochter Deepmind.
https://goo.gl/DO7ikB
So what?
2015 Narasimhan, Kulkarni and Barzilay at MIT,Language
Understanding for Text-based Games Using Deep Reinforcement
Learning
Artificial Intelligence Software that can actually read your
content and help you make it better.
Acrolinx Helps the Worlds Greatest Brands Create Amazing
Content:On-Brand, On-Target, and at Scale
#1 Does everyone work for marketing now?
the world has changed
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TOP CONTENT MARKETING CHALLENGES 2014Producing Enough Content
64%Engaging Content 52%Variety of Content 45%
So what did we do? Most firms raced to create massive content
factories using outsourced resources, freelancers and frankly,
anyone with a computer, now became an author on behalf of the
company. What was the impact?
16
2016 Acrolinx GmbH
TOP CONTENT MARKETING CHALLENGES 2015Engaging Content
54%Producing Content Consistently 50%Measuring Content 49%
2016 Acrolinx GmbH
What do you think about these three priorities18
2016 Acrolinx GmbH
Then the failed tweet
Media Markt
correct name!
23x cookie notice24
25
What do you call it when you do both in-house and outsourced
poorly?
#2 Does the customer journey have a finish line?
Relationship
Scale
We think it looks like this
Source: Erin ProveyIts really like this
Engaging with Content Throughout the Customer Journey
We think it lookslike this
ContentIts really like this
Content is affecting all disciplines By improving content you
affect all disciplines
38
Weve focused on marketing automation
..and forgotten what goesin the box
then why do we still do
this?BrochureGlossySlickColorfulReader-friendlySexyCompellingManualPlainDullBlack
& WhiteConfusingDryBoring
A premium product
with the best users in the world ...
Starten van de MotorSas-nebenluftsystem
Die steigenden Kosten und die zunehmende Komplexitt von
Content-Manahmen zu managen, ist eine geschftskritische AufgabeDer
CMO muss zum Verleger werden, um effektiv Marken zu bilden, Kunden
zu binden und den Verkauf zu untersttzenMarketer mssen ihre
Publikationsprozesse vereinfachen, straffen und automatisieren, um
effektiv zu wachsen:45
... WHAT??
Content is agile!Content is everywhere!
Consistency is key!
#3 The Mega-trend toward more casual content
27%
If your companys content had a personality, how would you
describe it?
?Proper &PolishedWarm &FriendlyCool & HipBoring
&BusinesslikeNo specificpersonality26%6%20%8%
52
They wont take us seriously
complexity = credibility
competing for attention is tough
Styleguide Slide
STYLEGUIDES
Is this your style guide?
Your styleguide can be a great help!
63
PERSONAS
Which is better for a golfer?
The new B2B voice.Straight &
simpleConfidentConversationalVaried & flexibleReal &
humanPersonal
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Voice at Microsoft
Short & Sharp & Clear
Short & Sharp!
Conversational
Voice at EasyJet
If I am selling to you,I speak your language.
If I am buying, dann mssenSie Deutsch sprechen.
Willy Brandt
#4 Consistency in a world where everybody creates content
in the game of customer experience... consistency will always
trump delight.
