Key Components of a Practical Content Strategy
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Key Components of a Practical Content Strategy

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