YOUR CONTENT,ONLY BETTER
JENNIFER BEAUPRE
REPRESENTED BYANDREW BREDENKAMP
FOUNDER & PRESIDENT, ACROLINX
@ABREDENKAMP
#ICC12
CONTENT IS IMPORTANT(DUH!)
90% OF HP PRODUCTS ARE SOLD ON THE BASIS OF
CONTENT ALONE
YOUR 3RD BIGGEST PROBLEM IS ACTUALLY
YOUR BIGGEST PROBLEM
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IT’S *NOT* ABOUT DELIVERY, IT’S ABOUT THE
PAYLOAD
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- CONTENT DELIVERY- CONTENT MANAGEMENT- CONTENT QUALITY
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CONTENT STRATEGY
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WHY DO YOU NEED A CONTENT STRATEGY?
TrainingCall Center
Marketing
Product
Web & Social
TOXIC
CONTENT
CREATION
SalesPresentations
SearchEngines
Starting with toxic content that is inaccurate, off-brand and
inconsistent, will pollute your entire content “supply chain”.
Toxic Content
"SMARTER CONTENT"
"DELIVER THE RIGHT CONTENT TO THE RIGHT PEOPLE AT THE RIGHT
TIME”
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HOW TO EXECUTE ON YOUR CONTENT STRATEGY?
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ANALYTICS
[what do we have, what risks do we have, CMS is just black box repository]
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GOVERNANCE
[manage content policy in a distributed world]
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OPTIMIZATION
[once you've gained all these insights, and made all these decisions, enforce them]
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ANALYTICS
GOVERNANCE OPTIMIZATION
CONTENT STRATEGY IN ACTION
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CONTENT STRATEGY DEFINES CONTENT GOALS
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CONTENT GOALS DEFINES CONTENT
QUALITY
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WHAT DOES QUALITY MEAN?
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PEOPLE-READY
the right branding, tone-‐of-‐voice, *correct* (duh), easy to use (understand) for all the people who are going to read it.
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SEARCH-READY
Creating content with findability built in
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GLOBAL-READY
Ready to be searched, translated, machine-translated or just read by people across the planet.
YOUR CONTENT,ONLY BETTER
Talk about the benefits
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BETTER = MORE AGILE MORE COMPETITIVE MORE EFFECTIVE MORE EFFICIENT
How cool is that?
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BETTER CONTENT GIVES YOUR ORGANIZATION A COMPETITIVE EDGE
How cool is that?
