Three Secret Ingredients in Addictive Content Long Format - Paul Gustafson
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The document discusses three secret ingredients for creating addictive content: 1) Make the content easily accessible on mobile devices so it is always "in your pocket". 2) Only share "just the good stuff" by focusing on content that your audience likes or needs. 3) Distribute your content across all media platforms to maximize consumption and sharing, which allows enthusiasts to reach new prospects. An example is given of how IBM used these principles in their Content Zone.
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2) Identifying key players and navigating internal politics
3) Identifying the right goals, teams, leaders and tracking methodologies
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.
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More and more we’re seeing data that indicates we need increased focus on improving our clients’ experience with technical content. But, how do you know what to focus on and where to target first? Introducing a content analytics toolbox that we rolled out to our IBM Cloud content contributors. The toolbox includes a variety of tools that authors can use to identify what content to work on and how to measure content improvements.
This case study shows how we gained adoption of the use of the toolbox, as well as some concrete examples of the tooling and data.
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1) How do I know what to prioritize?
2) How can I prove my content is impacting the business?
3) What are others doing?
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Your customers demand reliable customer service and don’t have time to waste with poor self-serve support portals that contain less helpful content than they should. Many customer service agents suffer from a lack of good warrantied product information and spend a lot of time copying and pasting information from PDFs, emails, and websites. The technology they use seems to be in constant flux yet access to the information they need doesn’t seem to get that much better. There has got to be a better way.
What if there was a better medium for finding, using, and exchanging the highest value content in your organization? Microcontent is a basic building block of good product documentation. When it can be broken out of that content, it can be used in many ways to feed other documents, FAQs, emails, knowledge bases, and even chatbots. Microcontent is also an ideal level of granularity to contribute and curate new source information to be used across the enterprise. So what is it and how does it work to provide a better customer service experience? Attend this session to gain more insight into microcontent and how it can help.
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.[Case Study] Harnessing Engaging Content for a Richer Customer Experience wit...
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Mayo Clinic’s mobile app serves as both a resource for patients who depend on it for tasks like viewing lab results and making appointments and as a health engagement tool to keep the brand top-of-mind for anyone who might need Mayo Clinic services someday.
In this case study, find out how a Mayo Clinic team converted a huge library of health information to an engaging, mobile-friendly content experience. Learn how core content has been enhanced with hundreds of original visual and editorial pieces – built using a repeatable process geared for high-volume production. Explore how new features like mobile notifications and content search have addressed user needs while driving to new app downloads, now 1 million+ and counting.
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3) Tips on creating mobile-first content for short attention spans
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.
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Do you see a problem that is so obvious that everyone should see it, but they don’t? Do you have great data about a pain point for your customers, but don’t know where to go with it? In this session, we’ll talk about project briefs — what they are, and how they can be an invaluable tool for building consensus and getting your stakeholders and teams on board.
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Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.Building Conversational Interfaces - The Do's and Don'ts with Ondrej Sirocka
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Building a conversational interface that people actually want to use can be tough a process. From understanding what users enter to providing logical responses, there’s a lot to create a successful experience. This presentation provides tips for designing conversational interfaces and the content that powers them. If you’re considering adding chatbots or voice-activated devices to your content delivery strategy, this session is right for you.
Takeaways
1) Tips for designing conversational interface
2) Tips for writing conversational content
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Most chatbots are rule-based. A rule defines that if certain keywords occur in the user’s question, a certain piece of content should be displayed. For example, “if the question includes words ‘replace’ and ‘battery,’ show the topic about replacing a battery.”
While this method is easy and relatively cheap to implement, it covers only simple use cases. It may work perfectly well if the amount of content is small and it’s not frequently updated. But what about a case when the procedure of replacing a battery is different for different product models? Or what if it’s different depending on the user’s role, and there are multiple possible roles and their combinations? You’d have to explicitly add rules for each variation and instruct the chatbot about the questions the user should be asked when information required for a precise and relevant answer is missing in the user’s question.
On top of that, every time you add new content, you have to manually add new rules. In the long run, rule-based chatbots are expensive and difficult to maintain, if the amount of content is significant and it’s frequently updated.
Another approach is to build a knowledge map of the subject domain which would automatically guide the chatbot about the questions the user should be asked, automatically identify semantic metadata of the content, and map the metadata to the knowledge map. This approach would make the chatbot smarter while reducing the maintenance efforts and costs.
In this session, Alex talks about both approaches and sees which approach works better in different use cases.
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.The Value of Visual Content and the Simplified User Interface with Daniel Fos...
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It can be difficult to onboard users to new and complex interfaces and workflows. New research shows that images and video enhance understanding and retention of complex information and tasks and can even increase productivity, but software often changes quickly and requires regular updates and localization.
How can we leverage the power of visual communication without having to constantly localize new visual content? Simplified User Interface (SUI) helps you create powerful and useful images to help your users better understand your content while extending its shelf life and often eliminating the need for localization.
Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.There's No AI Without IA with Seth Earley
Artificial intelligence (AI) is getting lots of attention but one key aspect is often overlooked, understated, or underestimated: the training of the AI through the behind-the-scenes preparation of the data. Getting an AI application to actually do something useful does not happen by magic. Algorithms are in place today, but until the system is taught, it will not produce the results you are hoping for. The more research you do, the more you realize that AI only works when it has the data it needs to spot trends, identify patterns, and provide functionality. No data? No AI. And it can't use just any unstructured data. The data needs to be high-quality data. Yes, it can be messy, but it can’t be poor quality. And depending on the application, the data will require structure and curation. Attend this keynote presentation from Seth Earley, CEO of Earley Information Sciences, to learn how to train your AI, the kinds of data that are needed to make it work, and why intelligent content is vital for artificial intelligence. November 30, 2017
When Is Voice The Best Choice? with Carol Valdez
Using your voice to control your world used to be the topic of science fiction, but with recent improvements in speech recognition technology, it’s now become a reality. More and more businesses are introducing voice applications to help their prospects, customers, and employees complete complex tasks more quickly and easily than ever by leveraging the power of the most natural form of human communication: speech. In this session with Carol Valdez, you’ll discover how to identify content challenges that are excellent candidates for voice solutions. November 29, 2017
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- 1. 1 TDA GROUP Revealed! Three Secret Ingredients in Addictive ContentPaul Gustafson, TDA Group October 23, 2014 1 1
- 2. 2 TDA GROUP Hey. Hey you.
- 3. 3 TDA GROUP But how big of a problem is a lack of attention?
- 4. 4 TDA GROUP It’s a big problem.
- 5. 5 TDA GROUP We’re surrounded by distraction technology.
- 6. 6 TDA GROUP So how do you deal with continuously diminishing attention spans?
- 7. 7 TDA GROUP What do you mean by “content they need”?
- 8. 8 TDA GROUP Three simple ingredients. In your pocket Just the good stuff All the media
- 9. 9 TDA GROUP In your pocket.
- 10. 10 TDA GROUP Just the good stuff.
- 11. 11 TDA GROUP Who finds “just the good stuff”?
- 12. 12 TDA GROUP Who finds “just the good stuff”?
- 13. 13 TDA GROUP Don’t choose what you like. Choose what your audience likes.
- 14. 14 TDA GROUP Or what they need.
- 15. 15 TDA GROUP All the media.
- 16. 16 TDA GROUP All the media.
- 17. 17 TDA GROUP If they love it, their friends will too.
- 18. 18 TDA GROUP So how does this all work?
- 19. 19 TDA GROUP Real world example: IBM Content Zone
- 20. 20 TDA GROUP Lessons from the Content Zone ? More consumption More sharing Enthusiasts reach prospects
- 21. 21 TDA GROUP Pay attention! Here is the summary: Addictive content is: In your pocket Just the good stuff All the media
- 22. 22 www.tdagroup.com @TDAGroupUSA @pgustafson Thank you