Acrolinx Conference 2013 - Opening Presentation

192 views
165 views

Published on

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
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
192
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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!

×