Lavacon 2013: Executing Content Strategy: Governance, Optimixation and Analytics
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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 ...

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”).

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Lavacon 2013: Executing Content Strategy: Governance, Optimixation and Analytics Lavacon 2013: Executing Content Strategy: Governance, Optimixation and Analytics Presentation Transcript

  • EXECUTING YOUR CONTENT STRATEGY: GOVERNANCE, OPTIMIZATION, AND ANALYTICS
  • 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
  • The Real Brains Of The Operation View slide
  • Wow, Things have Changed View slide
  • Wow, Things have Changed LavaCon 2012 – General Session  My presentation was about  “Finishing the Plumbing”  Converting to XML  Enriching Content  Publishing to Multiple Devices
  • 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 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)
  • 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 Accelerate time to market Protect brand equity Improve success of M&As Make your move by promoting corporate goals.
  • 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
  • …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