Acrolinx Conference 2013 - Opening Presentation
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Content Optimization Creating content that works @acrolinx #acroconf2013
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Andrew Bredenkamp will welcome you and share what’s happening now with Acrolinx, where we’re going, and how we’re adapting to new demands on content.
Transcript of Acrolinx Conference 2013 - Opening Presentation
Content
Optimization Creating content that works
@acrolinx
#acroconf2013
The value of content
Three properties of successful
content
Three components to
successful content governance
“90% of HP customers
never touch the product
before they buy”
“Global Content Management: Hewlett-Packard Talks the Talk of Worldwide Business”
The Gilbane Report, January 2005
“70% of the buying process
is already complete before
prospects engage with a
salesperson”
(SiriusDecisions)
9
Three properties of
successful content
Search-ready
From: Metrics-based Publishing at Symantec,
Bob Lee, Shared Engineering Services
Content optimization example: Before
Content optimization example: After
From: Metrics-based Publishing at Symantec,
Bob Lee, Shared Engineering Services
People-ready
Tuned to the target
audience
The right tone-of-voice
Communicates
effectively
Cisco Product A:
Enterprise market
Professional audience
Content Strategy @ Cisco
“The 4900 Series is ideal
for space-constrained
deployments.”
“Simplified
Management: Edge
switch auto-provisioning”
Zero uses of “you”
Cisco Product B:
Consumer market
Non-technical audience
Content Strategy @ Cisco
Not “space-constrained” but
“smaller”
No sentence over 18
words
Eight uses of “you”
People-ready content
InfiniBand Seal Kits provide sealant for ANSI Packs. Each ANSI Pack includes and ships with an InfiniBand Seal Kit.
You can customize the time to trigger commands when using the touch key. To specify a time, press [Access] on the control panel.
InfiniBand Seal Kits, which provide sealant for the ANSI Pack and which are included and shipped with each ANSI Pack, provide sealant for the ANSI Pack.
Pressing [Access] on the control panel will select this interval, so that the machine will respond to the touch key operation only when the key is kept touched for a specified period of time.
Global-ready
Write for a global audience
– Not everyone reads English
(as well as they claim to)
Write for translation
– Translation on-demand
(you’re not in charge)
Three components to
successful content governance
1. Standards
2. Optimization
3. Analytics
Content Governance
Standards
Who is my target audience?
What language do I need to
reach them?
Setting Standards
Creation / Optimization
Analytics
Content is your most valuable asset
Successful content
– Search-Ready / People-Ready / Global-Ready
Content Governance
– Standards / Optimization / Analytics
Thank you!
