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

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    Key Components of a Practical Content Strategy Key Components of a Practical Content Strategy Presentation Transcript

    • 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 Optimization Message Tone-of- Voice Writing Making it happen 5
    • How to make it happen?Content Optimization Cycle 6
    • Content Optimization Cycle Governance Optimization Creation Analytics 7
    • 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
    • Content Governance Mitigate Content risk Security Optimization Compliance Standards Branding Promote best practice 9
    • 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
    • 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
    • Content Quality Reporting
    • Content Optimization Cycle Governance Optimization Creation Analytics 13
    • 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 (HP (source)) 15
    • Content is your only hope“70% of the buying process isalready complete before prospectsengage with a sales person” (SiriusDecisions) 16
    • Content Optimization Cycle Governance Optimization Creation Analytics 17
    • Content Strategy in Action 1 $ 18
    • Content Strategy in Action 1 $ PayPal 19
    • Content Strategy in Action 1 Regulated financial institution 20
    • 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- 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”
    • 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 30
    • 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 Support After-Sales Content is relevant for Sales! 34
    • What’s it called again? Circulating pump Recirculating pump Pump, circulatorCirculation pump Pump Circulator pump Water pump Recirculation pump 35
    • 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
    • What’s it called again? Heizkreis-UmwälzpumpeHeizkreisumwälzpumpe KesselthermenpumpeHeizkreispumpe Umwälzpumpe Heizungspumpe Gerätepumpe Heizungsumwälzpumpe 37
    • 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 Samsung Nokia
    • 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 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)
    • Thank You!andrew.bredenkamp@acrolinx.com @abredenkamp