In this session, attendees will learn actionable ideas, how to plan your content strategy for the future, while taking advantage of existing content investments, and how the content strategy landscape is shifting. This interactive session aims to get attendee creative juices flowing in the following areas: Contextualization Content Mashups Artificial Intelligence Chat Bots Neural Machine Translation

1. © 2018 SDL Version 1.3
Content 4.0:
Actions for Today and
a Plan for the Future
Pam Noreault | Senior Manager, Consultant | @pnoreault
Chip Gettinger | VP Global Solutions Consulting | @cgettinger

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Agenda
• Landscape
• Customer demands
• Trends and actions
• Big picture planning
Content 4.0 - what we are talking about

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LANDSCAPE

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THE WORLD OF INFORMATION
AND KNOWLEDGE HAS
CHANGED

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CUSTOMER
DEMANDS

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By 2020, customer
experiencewill
overtake price and
product as a main
differentiator
--Walker Research
CX

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Customer survey
Measuring the Impact on of
Technical product Information

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TRENDS AND
ACTIONS

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Shared
Enterprise
Taxonomies
Make content
findable by applying
consistent metadata
Design for Global
Customers
Include in your
Content Strategy
Use a mix of
machine and human
translation
Device
Independence
Design content for
any device your
customer may use,
mobile first
Shared Content
Strategy
Support entire content
lifecycle management,
governance and
customer relevance
Content mashups
from multiple sources
Adaptive
Personalization
Use analytics and
machine learning
techniques to ensure
that information is
finding people rather
than other way
around
Key trends

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Create
Manage
Review
Localize
Deliver
1
2
3
4
5
Shared content strategy
• Content mashups
• One-stop portals
• Micro content
• Blogs
• Videos
• Chat bots
• Twitter feeds
• Documentation and help
• Knowledgebase
• Communities

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Actionable ideas
• Review your information architecture (IA)
• Be flexible and willing to support new use cases
• Consider content granularity

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Taxonomy
Management
• Semantic Modeling
• Auto Classification
• Text Extraction
Shared enterprise taxonomies
One central, real-time view of the taxonomy ensures that every system
has the current classifications and can correctly tag, organize, and
serve content to orchestrate the experience
Structured Content
Management
Digital Asset Management
Document Management
Content Management
Chatbots
…
Customer Documentation
Knowledgebase Articles
BACKEND CM SYSTEMS FRONTEND PORTALS & PRODUCTS

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Actionable ideas
• Seek out others for help & include industry experts
• Work within the politics to gain allies
• Get a seat at the table
• Get your IA house in order
• Move ahead in increments

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Images can be impactful with minimal or no textPlan for device independence
• Move away from design for print, web, or a device
• Implement adaptive, responsive design
• Content will have uses on devices that are still
under development

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Actionable ideas
• Gain knowledge through research and people
• Seek out influential people who have done this already
• Start with a small pilot and expand
• Morph again and embrace change

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Design for global customers
Deliver and
Distribute
Customers
Translate &
Localize
Create and
Manage
Business

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Actionable ideas
• Create a global content strategy
• Understand where you are and where you need to be
• Know the gaps and narrow them
• Support your company’s global business
• Improve the quality of your source content

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Adaptive personalization
Machine Learning / Artificial Intelligence in real-time
Adaptive personalization provides a
scalable way to achieve unique
experiences for individuals, rather than
segments of people.
It allows you to use algorithms to deliver
these one-to-one experiences.

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 Topics
 Languages
 Channels
 Content
 Related content
 Content
 Topics
 Assets
find what people who liked this also like
find similar content that interest my colleagues
find content that is hot right now – trending
Adaptive personalization
Machine Learning / Artificial Intelligence in real-time
Trending
Similar
Co-browse
Content recommendations

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3year plan

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Actionable ideas
• Don't create another content silo
• Get the global content strategy completed first
• Avoid making Google Translate the solution
• Research tools, infrastructure, and whatever else you need

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Conclusion: mix of strategy with technology
Empower SMEs, contributors and authors
Make content findable and relatable
Connect contextually
22

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Empower
content
creators
Make content
findable /
relatable
Connect
contextually
Collaborative authoring and full-
featured review
AI-assisted contextual compare
Compare current page to see what similar
content’s been written, by whom and why
Contextual smart reuse
Reuse similar content without
worrying about the mechanics
SEO and site search
Leverage content to give searchers relevant, appealing results
Intelligent links & mashups
Use smart metadata rules & personalization to combine & recommend content
Taxonomy with AI
Industry-leading ontology and smart content tagging across all content
Analytics connector
Connect analytics packages and generate specific insights on
structured content use
Contextual translation integrations
Content managers get more visibility and control; translators get the big picture
Support latest
standards
Connectors to enable industry tools
E.G. manufacturing data, CRM, knowledge bases
Big picture planning might look like

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