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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 o...
“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...
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 Infi...
Global-ready
Write for a global audience
– Not everyone reads English
(as well as they claim to)
Write for translation
– Translation on...
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 Governan...
Thank you!
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
Acrolinx Conference 2013 - Opening Presentation
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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.

Published in: Technology, News & Politics
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Transcript of "Acrolinx Conference 2013 - Opening Presentation"

  1. 1. Content Optimization Creating content that works @acrolinx #acroconf2013
  2. 2.  The value of content  Three properties of successful content  Three components to successful content governance
  3. 3. “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
  4. 4. “70% of the buying process is already complete before prospects engage with a salesperson” (SiriusDecisions)
  5. 5. Three properties of successful content
  6. 6. Search-ready
  7. 7. From: Metrics-based Publishing at Symantec, Bob Lee, Shared Engineering Services Content optimization example: Before
  8. 8. Content optimization example: After From: Metrics-based Publishing at Symantec, Bob Lee, Shared Engineering Services
  9. 9. People-ready
  10. 10. Tuned to the target audience The right tone-of-voice Communicates effectively
  11. 11. Cisco Product A: Enterprise market Professional audience
  12. 12. Content Strategy @ Cisco “The 4900 Series is ideal for space-constrained deployments.” “Simplified Management: Edge switch auto-provisioning” Zero uses of “you”
  13. 13. Cisco Product B: Consumer market Non-technical audience
  14. 14. Content Strategy @ Cisco Not “space-constrained” but “smaller” No sentence over 18 words Eight uses of “you”
  15. 15. 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.
  16. 16. Global-ready
  17. 17. 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)
  18. 18. Three components to successful content governance
  19. 19. 1. Standards 2. Optimization 3. Analytics Content Governance
  20. 20. Standards
  21. 21.  Who is my target audience?  What language do I need to reach them? Setting Standards
  22. 22. Creation / Optimization
  23. 23. Analytics
  24. 24.  Content is your most valuable asset  Successful content – Search-Ready / People-Ready / Global-Ready  Content Governance – Standards / Optimization / Analytics
  25. 25. Thank you!
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