Key Components ofa Practical ContentStrategy     Andrew Bredenkamp                Acrolinx
What did I promise?A practical view of the keycomponents of making contentstrategy happen                               2
What is Content Strategy?getting the right content to theright peopleat the right time                                   3
What does that mean? The right people The right content The right time                       4
Content Strategy Thinking                                              Content            Market                          ...
How to make it happen?Content Optimization Cycle                             6
Content Optimization Cycle                    Governance     Optimization                Creation                     Anal...
Governance             1. Choose your                audience             2. Choose the right                language for ...
Content Governance Mitigate                                                Content risk       Security                    ...
Creation / Optimization                          1. Work as a team                          2. Create and Optimize        ...
Analytics            1. Understand your               audience            2. Capture your               language          ...
Content Quality Reporting
Content Optimization Cycle                    Governance     Optimization                Creation                     Anal...
How to make it happen?Content’s often (almost) allyou’ve got!                               14
Good Content is your only chance!90% of customers never touch theproduct before they buy                                  ...
Content is your only hope“70% of the buying process isalready complete before prospectsengage with a sales person”        ...
Content Optimization Cycle                    Governance     Optimization                Creation                     Anal...
Content Strategy in Action 1                        $                               18
Content Strategy in Action 1                        $                    PayPal                               19
Content Strategy in Action 1                               Regulated financial                               institution  ...
PayPal’s new language“send money”  “transfer funds”                                  21
Content Strategy in Action 2Cisco                               22
Content Strategy in Action 2Cisco 4900 Series                               23
Content Strategy @ Cisco                           “The 4900 Series is                           ideal for space-         ...
Content Strategy @ CiscoLinksys Wi-Fi Router N300
Content Strategy @ Cisco                           Not “space-                           constrained” but                 ...
Content Strategy in ActionWords matter                             27
Content Strategy in ActionWhat does your content need todo?                             28
People-ready               29
People-ready?  Focused on target audience  Task and solution-oriented  Non-native speaker friendly                        ...
Global-ready               31
Global-ready?  Next-generation Automation  MT not TM  On-Demand MT  Long-tail languages                               32
Search-ready               33
Search-ready?  SEO – Search Engine Optimization  More content delivered via Google  Search performance is a challenge for ...
What’s it called again?                          Circulating pump Recirculating pump                                      ...
What’s it called again?                          循环泵                                  泵     再循环泵再循环水泵                     ...
What’s it called again?                   Heizkreis-UmwälzpumpeHeizkreisumwälzpumpe                                    Kes...
What are the benefits of doing this?          Write         Edit   Translate    SEO                                       ...
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                               Samsung                     ...
The risks of not doing it?       xxxxxxxxxxxx       Xxxxxxxxxxxxxxxx       xxxxxxxxxxxx
Take aways Content Strategy Matters  – the actual content, not just delivery  – people-ready, global-ready, search-ready...
Take aways You need technology to make this happen:  –   Faster (up to 30% faster)  –   More reliably (metrics driving pr...
Thank You!andrew.bredenkamp@acrolinx.com         @abredenkamp
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Key Components of a Practical Content Strategy

  1. 1. Key Components ofa Practical ContentStrategy Andrew Bredenkamp Acrolinx
  2. 2. What did I promise?A practical view of the keycomponents of making contentstrategy happen 2
  3. 3. What is Content Strategy?getting the right content to theright peopleat the right time 3
  4. 4. What does that mean? The right people The right content The right time 4
  5. 5. Content Strategy Thinking Content Market Optimization Message Tone-of- Voice Writing Making it happen 5
  6. 6. How to make it happen?Content Optimization Cycle 6
  7. 7. Content Optimization Cycle Governance Optimization Creation Analytics 7
  8. 8. 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 21
  9. 9. Content Governance Mitigate Content risk Security Optimization Compliance Standards Branding Promote best practice 9
  10. 10. Creation / Optimization 1. Work as a team 2. Create and Optimize in one step where possible 3. Know when you’re done 4. Connect content with consistent language 22
  11. 11. Analytics 1. Understand your audience 2. Capture your language 3. Find the best content 4. Find the worst content 5. Find the redundant content 20
  12. 12. Content Quality Reporting
  13. 13. Content Optimization Cycle Governance Optimization Creation Analytics 13
  14. 14. How to make it happen?Content’s often (almost) allyou’ve got! 14
  15. 15. Good Content is your only chance!90% of customers never touch theproduct before they buy (HP (source)) 15
  16. 16. Content is your only hope“70% of the buying process isalready complete before prospectsengage with a sales person” (SiriusDecisions) 16
  17. 17. Content Optimization Cycle Governance Optimization Creation Analytics 17
  18. 18. Content Strategy in Action 1 $ 18
  19. 19. Content Strategy in Action 1 $ PayPal 19
  20. 20. Content Strategy in Action 1 Regulated financial institution 20
  21. 21. PayPal’s new language“send money”  “transfer funds” 21
  22. 22. Content Strategy in Action 2Cisco 22
  23. 23. Content Strategy in Action 2Cisco 4900 Series 23
  24. 24. Content Strategy @ Cisco “The 4900 Series is ideal for space- constrained deployments.” “Simplified Management: Edge switch auto- provisioning” Zero uses of “you”
  25. 25. Content Strategy @ CiscoLinksys Wi-Fi Router N300
  26. 26. Content Strategy @ Cisco Not “space- constrained” but “smaller” No sentence over 18 words Eight uses of “you”
  27. 27. Content Strategy in ActionWords matter 27
  28. 28. Content Strategy in ActionWhat does your content need todo? 28
  29. 29. People-ready 29
  30. 30. People-ready? Focused on target audience Task and solution-oriented Non-native speaker friendly 30
  31. 31. Global-ready 31
  32. 32. Global-ready? Next-generation Automation MT not TM On-Demand MT Long-tail languages 32
  33. 33. Search-ready 33
  34. 34. Search-ready? SEO – Search Engine Optimization More content delivered via Google Search performance is a challenge for Support After-Sales Content is relevant for Sales! 34
  35. 35. What’s it called again? Circulating pump Recirculating pump Pump, circulatorCirculation pump Pump Circulator pump Water pump Recirculation pump 35
  36. 36. What’s it called again? 循环泵 泵 再循环泵再循环水泵 水泵 循环水泵 热水循环泵 冷水循环泵 36
  37. 37. What’s it called again? Heizkreis-UmwälzpumpeHeizkreisumwälzpumpe KesselthermenpumpeHeizkreispumpe Umwälzpumpe Heizungspumpe Gerätepumpe Heizungsumwälzpumpe 37
  38. 38. What are the benefits of doing this? Write Edit Translate SEO Time off!!
  39. 39. What are the risks of not doing this? HTC Windows phone – How long has it got to impress?
  40. 40. What are the risks of not doing this? HTC Windows phone – How long has it got to impress?
  41. 41. Google: “windows smartphone” HTC Samsung Nokia
  42. 42. The risks of not doing it? xxxxxxxxxxxx Xxxxxxxxxxxxxxxx xxxxxxxxxxxx
  43. 43. 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
  44. 44. 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)
  45. 45. Thank You!andrew.bredenkamp@acrolinx.com @abredenkamp
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