the first rule of a good content strategy: focus on quality!
DESCRIPTION
The introduction of the internet and the digitization of content didn’t just change the world of information development—it completely reinvented it. People can access information at the touch of a button through search engines and social media forums, and content is being developed at a rapid pace. With so much information out there, it is undeniable that the quality of the information that you produce matters. It matters for your bottom line.TRANSCRIPT
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?
