Acrolinx Conference 2013 - Opening Presentation
 

Acrolinx Conference 2013 - Opening Presentation

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Andrew Bredenkamp will welcome you and share what’s happening now with Acrolinx, where we’re going, and how we’re adapting to new demands on content.

Andrew Bredenkamp will welcome you and share what’s happening now with Acrolinx, where we’re going, and how we’re adapting to new demands on content.

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Acrolinx Conference 2013 - Opening Presentation Acrolinx Conference 2013 - Opening Presentation Presentation Transcript

  • Content Optimization Creating content that works @acrolinx #acroconf2013
  •  The value of content  Three properties of successful content  Three components to successful content governance
  • “90% of HP customers never touch the product before they buy” “Global Content Management: Hewlett-Packard Talks the Talk of Worldwide Business” The Gilbane Report, January 2005
  • “70% of the buying process is already complete before prospects engage with a salesperson” (SiriusDecisions)
  • Three properties of successful content
  • Search-ready
  • From: Metrics-based Publishing at Symantec, Bob Lee, Shared Engineering Services Content optimization example: Before
  • Content optimization example: After From: Metrics-based Publishing at Symantec, Bob Lee, Shared Engineering Services
  • People-ready
  • Tuned to the target audience The right tone-of-voice Communicates effectively
  • Cisco Product A: Enterprise market Professional audience
  • Content Strategy @ Cisco “The 4900 Series is ideal for space-constrained deployments.” “Simplified Management: Edge switch auto-provisioning” Zero uses of “you”
  • Cisco Product B: Consumer market Non-technical audience
  • Content Strategy @ Cisco Not “space-constrained” but “smaller” No sentence over 18 words Eight uses of “you”
  • People-ready content  InfiniBand Seal Kits provide sealant for ANSI Packs. Each ANSI Pack includes and ships with an InfiniBand Seal Kit.  You can customize the time to trigger commands when using the touch key. To specify a time, press [Access] on the control panel.  InfiniBand Seal Kits, which provide sealant for the ANSI Pack and which are included and shipped with each ANSI Pack, provide sealant for the ANSI Pack.  Pressing [Access] on the control panel will select this interval, so that the machine will respond to the touch key operation only when the key is kept touched for a specified period of time.
  • Global-ready
  • Write for a global audience – Not everyone reads English (as well as they claim to) Write for translation – Translation on-demand (you’re not in charge)
  • Three components to successful content governance
  • 1. Standards 2. Optimization 3. Analytics Content Governance
  • Standards
  •  Who is my target audience?  What language do I need to reach them? Setting Standards
  • Creation / Optimization
  • Analytics
  •  Content is your most valuable asset  Successful content – Search-Ready / People-Ready / Global-Ready  Content Governance – Standards / Optimization / Analytics
  • Thank you!