2016 content trends

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Scriptorium's Alan Pringle, Bill Swallow, and Gretyl Kinsey look at 2016 trends in content and content strategy. Sarah O'Keefe moderates.

Technology

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Entering new language markets requires more than just translation. To succeed, you must provide the same quality product or service to each market-a unified, localized customer experience. One team or department cannot do this alone. Sales, marketing, product development, support, training, and more all need to work together and share their area expertise. Going global requires a localization strategy. For that strategy to succeed, people from across your organization need to collaborate and begin thinking globally. This session focuses on the formation of such a strategy. You will learn: What content and information assets are needed Who to involve and at what levels in your localization strategy How to identify and harness the strengths of your teams and departments How to successfully manage the localization effort (how to herd cats) What pitfalls await and how to avoid them Best practices for a healthy and effective localization strategy Presented by Bill Swallow

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Structured content lets you enforce standards and ensure consistency, but how do you accommodate the creative aspects of content creation and delivery in a structured workflow? In short case studies, Alan Pringle shows you how companies balance the creative requirements against structural standards. Topics include: designers communicating layout specifications to programmers for automated publishing, flexibility in layout as a critical business need, and the true costs of highly customized layouts and structures.

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Content strategy has seen an interesting evolution of focus, from authoring and publishing smarter to embracing social media and personalization. The Internet of Things adds another layer of complexity: event-triggered communication. Devices and services can (and do) talk to each other in fragments, but at some point information about those interactions need to be organized and communicated in a human-friendly form. Proper localization planning is critical in this model. In this session we will look at content development and localization practices for these scenarios.

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Implementing a content strategy often involves overcoming significant technological and cultural challenges, but some of these challenges are so scary, so heinous, that they earn a place among the undead because they Just. Won’t. Die! In this webcast, which debuted at Lavacon 2014, Bill Swallow will take a look at these nightmare-inducing monsters—from unrelenting copy-and-paste zombies to life-draining, change-avoiding vampires—and show you what can be done to keep your content strategy implementation from turning into a fright fest.

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Implementing a content strategy often involves overcoming significant technological and cultural challenges, but some of these challenges are so scary, so heinous, that they earn a place among the undead because they Just. Won’t. Die! In this session, Bill Swallow will take a look at these nightmare-inducing monsters—from unrelenting copy-and-paste zombies to life-draining, change-avoiding vampires—and show you what can be done to keep your content strategy implementation from turning into a fright fest.

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What is intelligent content's role in global markets? How does the content lifecycle affect business results? Though we are often concerned with cost of translation when developing content for global markets, traditional cost reduction practices (translation memory, reduced rates) simply aren't enough. Instead, we need to establish a profitable revenue stream by delivering quality product in global markets. By employing intelligent content with attention to globalization, we can ensure that the information we produce meets market and delivery demands in a timely manner. Delivered by Bill Swallow at the Intelligent Content Conference, February 2014.

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Sarah O'Keefe and Bill Swallow of Scriptorium Publishing discuss what's new in technical communication. Alan Pringle moderates. Trend 1: People like their silos. Trend 2: Reorienting toward a customer perspective of content Trend 3: Blurring of tech comm, marcom, and content strategy Trend 4: Apps are winning over HTML5 Trend 5: Lots of creativity in output—not source Trend 6: Content can be an asset—or a liability

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