0
#cmworld
The Content Marketing
Futurist
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
aka Scott Ab...
#cmworld
scott abel
@scottabelscott@thecontentwrangler.com
thecontentwrangler.com
#cmworld
about me
content strategist
conference organizer
faculty at Berkeley iSchool
columnist EContent Magazine
#cmworld
the problem
marketers
are overwhelmed
and unprepared
#cmworld
the problem
many of us treat
the world wide web
like the Ohio web
or the American English web
#cmworld
that needs to change
we need to
change
#cmworld
the problem
technology
is accelerating
faster than we are
#cmworld
the problem
new devices
and new markets
and new demands
#cmworld
the problem
outdated notions
of success
in what other industry would 2-5% response rate be considered a success?
#cmworld
the solution
new approaches
new responsibilities
new roles and new tools
#cmworld
The Content Marketing
Futurist
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
aka Scott Ab...
#cmworld
what is
technology?
#cmworld
technology is the purposeful
application of scientific
knowledge in the design, production,
and utilization of goo...
#cmworld
why do we need to
know about technologies?
#cmworld
by 2017, CMOs are
expected to spend more
on IT than CIOs do
Source: Gartner
#cmworld
what technologies
can we not afford to ignore ?
Iʼll provide a basic overview of each and some key points for pon...
#cmworld
#1
automated
translation
#cmworld
aka
machine
translation
#cmworld
some know it as
google translate
#cmworld
but itʼs much more
than that
#cmworld
what is
automated
translation?
#cmworld
automated translation is
a process that uses
software to translate
content from one
language to another
#cmworld
why?do we need to know this
#cmworld
the world wide web
[not the American English web]
is the land of opportunity
#cmworld
in a global market
reaching customers
previously viewed as
out of scope is the goal
#cmworld
96%
of the consumers on Earth
do not live in the US
Source: US Small Business Administration
#cmworld
but they all
speak English, right ?
#cmworld
wrong!
#cmworld
less than 6%
of the worldʼs population
speak English well enough
Source: Nationalencyklopedin
to understand your ...
#cmworld
many people who
understand spoken English
cannot read English
Source: Wikipedia
in fact, many cannot read at all
#cmworld
human translation
can be time-consuming and
expensive
many languages arenʼt supported due to lack of resources
#cmworld
there are over 7,000
languages spoken
by the people of Earth
Source: Ethnologue
especially when you consider that
#cmworld
word translated costs
about .25 a word
multiplied by the number of languages
and that each and every
the average ...
#cmworld
translated into 22 languages
at .25 a word
a 15,000 word document
15,000 X .25 = $3,750 X $82,000
Source: 2010 We...
#cmworld
how?do we get started
#cmworld
for both humans
and machines
recognize that today you write
our content must be both human- and machine-processab...
#cmworld
first for machines
then for humans
recognize that today you write
if content is not findable (by machine) or access...
#cmworld
is destined for humans
but machines are
of course the content you create
gatekeepers to success
#cmworld
were developed
long before technology
recognize that writing rules
made instant global
communication possible
#cmworld
you learned in grade school
Language Arts classes
recognize that writing rules
are no longer sufficient
for a worl...
#cmworld
the vantage point of a
rules processing engine
examine your content from
and ensure it is optimized
for machine t...
#cmworld
#2
automated
transcription
#cmworld
automated
transcription
what is
?
#cmworld
automated transcription is
a process that uses
software to translate
speech to text
#cmworld
why?do we need to know this
#cmworld
for many of the same
reasons automated translation
is needed AND the fact that video
content is not keyword searc...
#cmworld
the content locked inside
of video is hidden from view
• CRM
• integration
• personalize
#cmworld
#cmworld
how?do we get started
#cmworld
use one of several
software providers
to create transcriptions
for your videos and post them
along with your vide...
#cmworld
transcription files
can also be translated
and the translations used
as sub-titles in other languages
#cmworld
#3
terminology
management
#cmworld
terminology
management
what is
?
#cmworld
terminology management
is the process of controlling
the words you use by organizing
them in a central repository...
#cmworld
the goal of terminology
management is to ensure that
the words that are most
closely associated with your
product...
#cmworld
terminology management
efforts result in a controlled
vocabulary that is made
accessible to all who need it
acros...
#cmworld
why?do we need to know this
#cmworld
terminology management
helps ensure consistency
throughout your content assets
in both your source
and you transl...
#cmworld
terminology management
can help ensure legal and
regulatory compliance, brand
consistency, enhanced content quali...
#cmworld
how?do we get started
#cmworld
seek guidance from a
global content strategist
to help you craft a terminology management strategy
and look for o...
#cmworld
adopt a terminology
management system
#cmworld
#4
adaptive
content
#cmworld
adaptive
content
what is
?
#cmworld
adaptive content is
content that is structured
and designed adapt to
the needs of your customer
#cmworld
adaptive content changes
not just cosmetically,
but also in substance
and in capability
#cmworld
adaptive content also adapts
to the capabilities of the
device it is viewed on
if a GPS is available on a handhel...
#cmworld
for example, an instruction
like ʻclickʼ on a laptop
would be automatically
adapted to ʻtouchʼ on a
smartphone an...
#cmworld
why?do we need to know this
#cmworld
customers demand
exceptional experiences;
their expectations have changed
and they expect you to
change and adapt...
#cmworld
adaptive content
makes it possible for you to
publish to multiple-platforms
and to multiple-devices
̶ often, auto...
#cmworld
adaptive content
is consistently structured,
providing a predictable
customer experience
#cmworld
adaptive content
is content separated from
formatting information;
allowing authors to focus
on what they do best
#cmworld
adaptive content
makes your content
findable and reusable
by others who need it
#cmworld
how?do we get started
#cmworld
adaptive content
involves rethinking
how you create, manage
and deliver content; itʼs best
to seek advice from an...
#cmworld
there is no EASY button;
moving to adaptive
content involves work,
but the pay-off (ROI) can
often be realized in...
#cmworld
#5
component
content management
#cmworld
component
content management
what is
?
#cmworld
component content management
is the creation, administration,
organization and governance
of small, discrete, re-...
#cmworld
component content management
focuses on the storing of
content components that
are used to assemble documents
com...
#cmworld
components of content
come in various sizes and
types and can be as small
as a single word or as large as
many pa...
#cmworld
components of content
can take the form of
graphics, hyperlinks or
other repurposable content
your company logo, ...
#cmworld
component content management
is about managing content
not about managing files
content versus files
#cmworld
content
date(s)
time(s)
topic(s)/title(s)
description(s)
keywords
presenter name(s)
presenter bio(s)
sponsor name...
#cmworld
content
date(s)
time(s)
topic(s)/title(s)
description(s)
keywords
presenter name(s)
presenter bio(s)
sponsor name...
#cmworld
why?do we need to know this
#cmworld
structured content
combined with CCMS
supports personalized
content and targeted marketing,
increasing response r...
#cmworld
structured content
combined with CCMS
puts you in control of
your content and can help you
save BIG $ on translat...
#cmworld
because not all prospects
or customers
are the same
#cmworld
you need component
content management
if you need to...
#cmworld
provide different types
of content to different
types of prospects and customers
#cmworld
re-use content across
documents without
copying and pasting
the copy>paste reuse method is the most costly and er...
#cmworld
ensure content is
consistent across all
touch points, channels, and devices
single-sourcing: write it once, use i...
#cmworld
translate content
once and have it
automatically reflected
wherever it is reused
translation savings alone can oft...
#cmworld
publish to multiple
output formats
without the need for
manual intervention
formatting content for multi-channel ...
#cmworld
involve a variety of
people in the creation,
management and delivery
of content to those who need it
component co...
#cmworld
how?do we get started
#cmworld
wait, thereʼs
much more!
#cmworld
wireless
electricity
look out for...
#cmworld
flexible
surfaces
look out for...
#cmworld
wearable
computing
look out for...
#cmworld
final
thoughts
#cmworld
we need content craftspeople,
content designers and
to mature as a discipline
content engineers
to help us shape,...
#cmworld
compelling content
experiences, weʼll have
in order to create
to leverage both
content AND code
#cmworld
start thinking more
like engineers and less
and, weʼll have to
like writers and editors
#cmworld
The Content Marketing
Futurist
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
aka Scott Ab...
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Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’t Afford To Ignore

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Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional content marketer. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way.

In this Content Marketing World 2014 presentation, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional content marketers, can help us future-proof our content marketing efforts and ensure we’re meeting – even exceeding – our goals.

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Transcript of "Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’t Afford To Ignore"

  1. 1. #cmworld The Content Marketing Futurist 5 Revolutionary Technologies Content Marketers Can’t Afford To Ignore aka Scott Abel, The Content Wrangler
  2. 2. #cmworld scott abel @scottabelscott@thecontentwrangler.com thecontentwrangler.com
  3. 3. #cmworld about me content strategist conference organizer faculty at Berkeley iSchool columnist EContent Magazine
  4. 4. #cmworld the problem marketers are overwhelmed and unprepared
  5. 5. #cmworld the problem many of us treat the world wide web like the Ohio web or the American English web
  6. 6. #cmworld that needs to change we need to change
  7. 7. #cmworld the problem technology is accelerating faster than we are
  8. 8. #cmworld the problem new devices and new markets and new demands
  9. 9. #cmworld the problem outdated notions of success in what other industry would 2-5% response rate be considered a success?
  10. 10. #cmworld the solution new approaches new responsibilities new roles and new tools
  11. 11. #cmworld The Content Marketing Futurist 5 Revolutionary Technologies Content Marketers Can’t Afford To Ignore aka Scott Abel, The Content Wrangler
  12. 12. #cmworld what is technology?
  13. 13. #cmworld technology is the purposeful application of scientific knowledge in the design, production, and utilization of goods and services
  14. 14. #cmworld why do we need to know about technologies?
  15. 15. #cmworld by 2017, CMOs are expected to spend more on IT than CIOs do Source: Gartner
  16. 16. #cmworld what technologies can we not afford to ignore ? Iʼll provide a basic overview of each and some key points for pondering
  17. 17. #cmworld #1 automated translation
  18. 18. #cmworld aka machine translation
  19. 19. #cmworld some know it as google translate
  20. 20. #cmworld but itʼs much more than that
  21. 21. #cmworld what is automated translation?
  22. 22. #cmworld automated translation is a process that uses software to translate content from one language to another
  23. 23. #cmworld why?do we need to know this
  24. 24. #cmworld the world wide web [not the American English web] is the land of opportunity
  25. 25. #cmworld in a global market reaching customers previously viewed as out of scope is the goal
  26. 26. #cmworld 96% of the consumers on Earth do not live in the US Source: US Small Business Administration
  27. 27. #cmworld but they all speak English, right ?
  28. 28. #cmworld wrong!
  29. 29. #cmworld less than 6% of the worldʼs population speak English well enough Source: Nationalencyklopedin to understand your prose and marketing mumbo-jumbo
  30. 30. #cmworld many people who understand spoken English cannot read English Source: Wikipedia in fact, many cannot read at all
  31. 31. #cmworld human translation can be time-consuming and expensive many languages arenʼt supported due to lack of resources
  32. 32. #cmworld there are over 7,000 languages spoken by the people of Earth Source: Ethnologue especially when you consider that
  33. 33. #cmworld word translated costs about .25 a word multiplied by the number of languages and that each and every the average multi-national support 20+ languages Source: 2010 Web Globalization Report Card
  34. 34. #cmworld translated into 22 languages at .25 a word a 15,000 word document 15,000 X .25 = $3,750 X $82,000 Source: 2010 Web Globalization Report Card
  35. 35. #cmworld how?do we get started
  36. 36. #cmworld for both humans and machines recognize that today you write our content must be both human- and machine-processable to have maximum ROI
  37. 37. #cmworld first for machines then for humans recognize that today you write if content is not findable (by machine) or accessible (by machine) it doesnʼt exist
  38. 38. #cmworld is destined for humans but machines are of course the content you create gatekeepers to success
  39. 39. #cmworld were developed long before technology recognize that writing rules made instant global communication possible
  40. 40. #cmworld you learned in grade school Language Arts classes recognize that writing rules are no longer sufficient for a world in which Language Science is needed
  41. 41. #cmworld the vantage point of a rules processing engine examine your content from and ensure it is optimized for machine translation we do this already by making content conform to standards like RSS
  42. 42. #cmworld #2 automated transcription
  43. 43. #cmworld automated transcription what is ?
  44. 44. #cmworld automated transcription is a process that uses software to translate speech to text
  45. 45. #cmworld why?do we need to know this
  46. 46. #cmworld for many of the same reasons automated translation is needed AND the fact that video content is not keyword searchable without a transcription
  47. 47. #cmworld the content locked inside of video is hidden from view • CRM • integration • personalize
  48. 48. #cmworld
  49. 49. #cmworld how?do we get started
  50. 50. #cmworld use one of several software providers to create transcriptions for your videos and post them along with your videos
  51. 51. #cmworld transcription files can also be translated and the translations used as sub-titles in other languages
  52. 52. #cmworld #3 terminology management
  53. 53. #cmworld terminology management what is ?
  54. 54. #cmworld terminology management is the process of controlling the words you use by organizing them in a central repository that contains a list of approved terms and rules for their usage
  55. 55. #cmworld the goal of terminology management is to ensure that the words that are most closely associated with your products, services, and branding are used consistently
  56. 56. #cmworld terminology management efforts result in a controlled vocabulary that is made accessible to all who need it across your organization as well as partners and service providers
  57. 57. #cmworld why?do we need to know this
  58. 58. #cmworld terminology management helps ensure consistency throughout your content assets in both your source and you translated content
  59. 59. #cmworld terminology management can help ensure legal and regulatory compliance, brand consistency, enhanced content quality
  60. 60. #cmworld how?do we get started
  61. 61. #cmworld seek guidance from a global content strategist to help you craft a terminology management strategy and look for opportunities to standardize your content creation processes
  62. 62. #cmworld adopt a terminology management system
  63. 63. #cmworld #4 adaptive content
  64. 64. #cmworld adaptive content what is ?
  65. 65. #cmworld adaptive content is content that is structured and designed adapt to the needs of your customer
  66. 66. #cmworld adaptive content changes not just cosmetically, but also in substance and in capability
  67. 67. #cmworld adaptive content also adapts to the capabilities of the device it is viewed on if a GPS is available on a handheld device, the content will be able to take advantage of “location aware” features of the device automatically, on-demand
  68. 68. #cmworld for example, an instruction like ʻclickʼ on a laptop would be automatically adapted to ʻtouchʼ on a smartphone and ʻsayʼ in an automobile GPS
  69. 69. #cmworld why?do we need to know this
  70. 70. #cmworld customers demand exceptional experiences; their expectations have changed and they expect you to change and adapt to their needs
  71. 71. #cmworld adaptive content makes it possible for you to publish to multiple-platforms and to multiple-devices ̶ often, automatically
  72. 72. #cmworld adaptive content is consistently structured, providing a predictable customer experience
  73. 73. #cmworld adaptive content is content separated from formatting information; allowing authors to focus on what they do best
  74. 74. #cmworld adaptive content makes your content findable and reusable by others who need it
  75. 75. #cmworld how?do we get started
  76. 76. #cmworld adaptive content involves rethinking how you create, manage and deliver content; itʼs best to seek advice from an experienced pro
  77. 77. #cmworld there is no EASY button; moving to adaptive content involves work, but the pay-off (ROI) can often be realized in months, not years
  78. 78. #cmworld #5 component content management
  79. 79. #cmworld component content management what is ?
  80. 80. #cmworld component content management is the creation, administration, organization and governance of small, discrete, re-usable components of content
  81. 81. #cmworld component content management focuses on the storing of content components that are used to assemble documents component content management systems are designed for this purpose
  82. 82. #cmworld components of content come in various sizes and types and can be as small as a single word or as large as many paragraphs they can be recombined/remixed to create new deliverables
  83. 83. #cmworld components of content can take the form of graphics, hyperlinks or other repurposable content your company logo, product description, value proposition, link to benefits
  84. 84. #cmworld component content management is about managing content not about managing files content versus files
  85. 85. #cmworld content date(s) time(s) topic(s)/title(s) description(s) keywords presenter name(s) presenter bio(s) sponsor name(s) sponsorship level(s) directions price(s) link files email invite printed invite registration microsite printed program at-event signage voicemail script telephone script advertising contract tweet/update blog post mobile app
  86. 86. #cmworld content date(s) time(s) topic(s)/title(s) description(s) keywords presenter name(s) presenter bio(s) sponsor name(s) sponsorship level(s) directions price(s) link usage same same same same same n/a n/a same varies (gold, silver, bronze) varies (deliveries) varies (gold, silver, bronze) same
  87. 87. #cmworld why?do we need to know this
  88. 88. #cmworld structured content combined with CCMS supports personalized content and targeted marketing, increasing response rates
  89. 89. #cmworld structured content combined with CCMS puts you in control of your content and can help you save BIG $ on translation
  90. 90. #cmworld because not all prospects or customers are the same
  91. 91. #cmworld you need component content management if you need to...
  92. 92. #cmworld provide different types of content to different types of prospects and customers
  93. 93. #cmworld re-use content across documents without copying and pasting the copy>paste reuse method is the most costly and error-prone
  94. 94. #cmworld ensure content is consistent across all touch points, channels, and devices single-sourcing: write it once, use it often is a best practice
  95. 95. #cmworld translate content once and have it automatically reflected wherever it is reused translation savings alone can often provide return on investment
  96. 96. #cmworld publish to multiple output formats without the need for manual intervention formatting content for multi-channel output occurs automatically
  97. 97. #cmworld involve a variety of people in the creation, management and delivery of content to those who need it component content management systems are designed for this task
  98. 98. #cmworld how?do we get started
  99. 99. #cmworld wait, thereʼs much more!
  100. 100. #cmworld wireless electricity look out for...
  101. 101. #cmworld flexible surfaces look out for...
  102. 102. #cmworld wearable computing look out for...
  103. 103. #cmworld final thoughts
  104. 104. #cmworld we need content craftspeople, content designers and to mature as a discipline content engineers to help us shape, refine and grow digital content
  105. 105. #cmworld compelling content experiences, weʼll have in order to create to leverage both content AND code
  106. 106. #cmworld start thinking more like engineers and less and, weʼll have to like writers and editors
  107. 107. #cmworld The Content Marketing Futurist 5 Revolutionary Technologies Content Marketers Can’t Afford To Ignore aka Scott Abel, The Content Wrangler
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