1. Key Components of
a Practical Content
Strategy
Andrew Bredenkamp
Acrolinx

2. What did I promise?
A practical view of the key
components of making content
strategy happen
2

3. What is Content Strategy?
getting the right content to the
right people
at the right time
3

4. What does that mean?
 The right people
 The right content
 The right time
4

5. Content Strategy
Thinking Content
Market
Optimization
Message
Tone-of-
Voice
Writing
Making it happen
5

6. How to make it happen?
Content Optimization Cycle
6

7. Content Optimization Cycle
Governance
Optimization Creation
Analytics
7

8. Governance
1. Choose your
audience
2. Choose the right
language for them
3. Choose the right
tone-of-voice and
words and phrases
4. Setting standards
21

9. Content Governance
Mitigate Content
risk Security
Optimization
Compliance
Standards
Branding
Promote best practice
9

10. Creation / Optimization
1. Work as a team
2. Create and Optimize
in one step where
possible
3. Know when you’re
done
4. Connect content
with consistent
language
22

11. Analytics
1. Understand your
audience
2. Capture your
language
3. Find the best
content
4. Find the worst
content
5. Find the redundant
content
20

12. Content Quality Reporting

13. Content Optimization Cycle
Governance
Optimization Creation
Analytics
13

14. How to make it happen?
Content’s often (almost) all
you’ve got!
14

15. Good Content is your only chance!
90% of customers never touch the
product before they buy
(HP (source))
15

16. Content is your only hope
“70% of the buying process is
already complete before prospects
engage with a sales person”
(SiriusDecisions)
16

17. Content Optimization Cycle
Governance
Optimization Creation
Analytics
17

18. Content Strategy in Action 1
$
18

19. Content Strategy in Action 1
$
PayPal
19

20. Content Strategy in Action 1
Regulated financial
institution
20

21. PayPal’s new language
“send money”  “transfer funds”
21

22. Content Strategy in Action 2
Cisco
22

23. Content Strategy in Action 2
Cisco 4900 Series
23

24. Content Strategy @ Cisco
“The 4900 Series is
ideal for space-
constrained
deployments.”
“Simplified
Management: Edge
switch auto-
provisioning”
Zero uses of “you”

25. Content Strategy @ Cisco
Linksys Wi-Fi Router N300

26. Content Strategy @ Cisco
Not “space-
constrained” but
“smaller”
No sentence over
18 words
Eight uses of “you”

27. Content Strategy in Action
Words matter
27

28. Content Strategy in Action
What does your content need to
do?
28

29. People-ready
29

30. People-ready?
Focused on target audience
Task and solution-oriented
Non-native speaker friendly
30

31. Global-ready
31

32. Global-ready?
Next-generation Automation
MT not TM
On-Demand MT
Long-tail languages
32

33. Search-ready
33

34. Search-ready?
SEO – Search Engine Optimization
More content delivered via Google
Search performance is a challenge for Support
After-Sales Content is relevant for Sales!
34

35. What’s it called again?
Circulating pump
Recirculating pump
Pump, circulator
Circulation pump Pump
Circulator pump Water pump
Recirculation pump
35

36. What’s it called again?
循环泵
泵
再循环泵
再循环水泵 水泵
循环水泵
热水循环泵
冷水循环泵
36

37. What’s it called again?
Heizkreis-Umwälzpumpe
Heizkreisumwälzpumpe
Kesselthermenpumpe
Heizkreispumpe Umwälzpumpe
Heizungspumpe Gerätepumpe
Heizungsumwälzpumpe
37

38. What are the benefits of doing this?
Write Edit Translate SEO
Time off!!

39. What are the risks of not doing this?
 HTC Windows phone
– How long has it got to impress?

40. What are the risks of not doing this?
 HTC Windows phone
– How long has it got to impress?

41. Google: “windows smartphone”
HTC
Samsung
Nokia

42. The risks of not doing it?
xxxxxxxxxxxx
Xxxxxxxxxxxxxxxx
xxxxxxxxxxxx

43. Take aways
 Content Strategy Matters
– the actual content, not just delivery
– people-ready, global-ready, search-ready
 Strategy is good
– success comes through execution
 Governance – Creation – Analytics – Optimization

44. Take aways
 You need technology to make this happen:
– Faster (up to 30% faster)
– More reliably (metrics driving process)
– More transparently (reporting)
– More effectively
• > CSAT (for example 30% better content)
• > Findability (up to 100% more traffic)

45. Thank You!
andrew.bredenkamp@acrolinx.com
@abredenkamp