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EXECUTING YOUR CONTENT
STRATEGY:
GOVERNANCE, OPTIMIZATION, AND
ANALYTICS
Tom Aldous






SVP of Global Operations
— Acrolinx
Former Director of TechComm Business 
Development and Evangelism
—...
The Real Brains Of The Operation
Wow, Things have Changed
Wow, Things have Changed
LavaCon 2012 – General Session
 My presentation was about 
“Finishing the Plumbing”
 Converting...
New Boss: Kumar Vora
More Bosses: Andrew & Ulrich
Andrew Bredenkamp
He asked the Big Question
“So, the content doesn’t matter?”
And followed with…
“So, writing your content 
to reach your target 
audience doesn’t really 
matter?”
Followed by…
“It’s a Global 
Marketplace, but saving 
money on Language 
Translation is not 
important...”
He had me Reeling
Who cares about the plumbing…
…if what comes out is:
Content Quality impacts…
…and helps avoid.
Your audience… Is changing.
Your audience… Is changing.
Content Marketing is King
 90% of Chief Marketing Officers believe that quality content strengthens the bond 
with custom...
What does it take?
Making the move…
Controlled Language

Spelling

Style

Grammar

Terminology

SEO
Speak With One Voice
KEYWORD
PLACEMENT
REPORTING,
METRICS, &
ANALYTICS
Now What?
Think Like an Executive
Increase Revenue
Cut Costs
•
•
•
•
•

Help enter regulated markets 
Save money on localization
Acc...
Line Up Your Sponsors and Stakeholders

Who Pays? 
Get their 
commitment

•—
• Tech Writers
• Trainers
• Mktg Writers
• Mf...
…and we just happen to do it all.
CREATE GREAT
LANGUAGE
WITH ACROLINX
Tom Aldous
tom.aldous@acrolinx.com
@tmaldous
www.linkedin.com/in/tmaldous
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Lavacon 2013: Executing Content Strategy: Governance, Optimixation and Analytics

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In this session, Tom Aldous from Acrolinx presents a practical view of the key components of making content strategy happen. Using concrete real-life examples, the presentation will show how executing on a content strategy means implementing three
aspects: governance, optimization and analytics.

Governance means setting standards and setting up processes to ensure that standards are maintained. Content Analytics are critical in understanding where your content needs attention, and delivering metrics and reporting on content. The final piece of the puzzle is Content Optimization, which involves ensuring that content creators get the support they
need in writing content that is findable (“search-ready”), translatable (“global-ready”), and
in tune with its target audience (“people-ready”).

Published in: Technology, Business
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Transcript of "Lavacon 2013: Executing Content Strategy: Governance, Optimixation and Analytics"

  1. 1. EXECUTING YOUR CONTENT STRATEGY: GOVERNANCE, OPTIMIZATION, AND ANALYTICS
  2. 2. Tom Aldous    SVP of Global Operations — Acrolinx Former Director of TechComm Business  Development and Evangelism — Adobe Systems, Inc. Former Managing Partner (20 years) — Integrated Technologies, Inc.       Frequent speaker at industry conferences  worldwide FrameMaker/XML (including DITA) enthusiast Single source champion Blog: tmaldous.com Twitter: @tmaldous Let’s LinkedIn: linkedin.com/in/tmaldous
  3. 3. The Real Brains Of The Operation
  4. 4. Wow, Things have Changed
  5. 5. Wow, Things have Changed LavaCon 2012 – General Session  My presentation was about  “Finishing the Plumbing”  Converting to XML  Enriching Content  Publishing to Multiple Devices
  6. 6. New Boss: Kumar Vora
  7. 7. More Bosses: Andrew & Ulrich
  8. 8. Andrew Bredenkamp
  9. 9. He asked the Big Question “So, the content doesn’t matter?”
  10. 10. And followed with… “So, writing your content  to reach your target  audience doesn’t really  matter?”
  11. 11. Followed by… “It’s a Global  Marketplace, but saving  money on Language  Translation is not  important...”
  12. 12. He had me Reeling
  13. 13. Who cares about the plumbing…
  14. 14. …if what comes out is:
  15. 15. Content Quality impacts…
  16. 16. …and helps avoid.
  17. 17. Your audience… Is changing.
  18. 18. Your audience… Is changing.
  19. 19. Content Marketing is King  90% of Chief Marketing Officers believe that quality content strengthens the bond  with customers  80% of Chief Marketing Officers are receptive to the idea of using quality content in  their marketing plan “Traditional Marketing talks at people, Content Marketing  “Content Marketing is a Commitment, not a Campaign” talks with them.” Doug Kessler, Velocity Partners – Jon Buscall, Jontus Media  84% of Chief Marketing Officers agree that content represents the future of  Marketing  59% of Chief Marketing Officers have shifted budget away from traditional forms of  Advertising to their Content Management budget –Content Marketing Institute, Hubspot, Nielsen & Content Council (’11 ‐ ’12)
  20. 20. What does it take?
  21. 21. Making the move…
  22. 22. Controlled Language Spelling Style Grammar Terminology SEO
  23. 23. Speak With One Voice
  24. 24. KEYWORD PLACEMENT
  25. 25. REPORTING, METRICS, & ANALYTICS
  26. 26. Now What?
  27. 27. Think Like an Executive Increase Revenue Cut Costs • • • • • Help enter regulated markets  Save money on localization Accelerate time to market Protect brand equity Improve success of M&As Make your move by promoting corporate goals.
  28. 28. Line Up Your Sponsors and Stakeholders Who Pays?  Get their  commitment •— • Tech Writers • Trainers • Mktg Writers • Mfg Writers • Emp Comm Evaluators Who has  Influence? Get their support • Can’t Say Yes but Can  Say No • Quality/Regulatory • Brand • Finance • IT Users • Yes/No • VP Marketing • VP Cust. Support • VP Regulatory • Veto Power • Cross‐Functional  Governance Committee Sponsor Approvers Who Benefits?  Get their backing  and enthusiasm Who Decides?  Get their approval
  29. 29. …and we just happen to do it all.
  30. 30. CREATE GREAT LANGUAGE WITH ACROLINX
  31. 31. Tom Aldous tom.aldous@acrolinx.com @tmaldous www.linkedin.com/in/tmaldous
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