Aptara Content Management Webinar

8/14/2019 Aptara Content Management Webinar

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1aptaracorp.com

Webinar

Profitable Content Management

3 Smart Strategies for Leveraging

Content Assets in a Tight Market

10.22.09


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Confidential. Not for distribution.2

Speakers

Rahel Bailie

Content Strategist, Intentional Design, Inc.

Mark ZeccaCTO, Mitchell 1

Mark Witman, ModeratorVice President, Aptara


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About

Intentional

Design

Inc.

Contentstrategistfromacommunications

background

(akabusiness

analyst,

informationarchitect,usabilityprofessional,

customeradvocate,writer)

Providingstrategiesforbetteruseofcriticalpathcontentsince2002


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Whatscontent?

Contentis

humanusable,

contextualizeddata


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Contextualized Data:12

Content:

December Adozen

Playerson

ateam

Context makesthis

pieceof

data

into

meaningfulcontent


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Whats

relevant

contenttoushere?Productinformation:

Critical

path

Presales

(decisionsupport)

Postsales

(relationshipsupport)


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Three

Strategies

to

Get

More

from

Your

Content

1. Turnyourcontentintoassets


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Definition

Inan

information

economy,content

iscritical

on

many

levels


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Recognizethat

youareapublisherof

corporateassets


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Manageyour

contentassets


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Usethose

contentassets

togain

competitive

advantage


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Traininginstantiation

TechComminstantiation

Supportinstantiation

Example:Contentassetsarereusedin3areas(triumvirate)


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Three

Strategies

to

Get

More

from

Your

Content


2. Useyour

content

strategically


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Now,broken

experiencescan

damagebrandsfaster

thanever. Nothingcan

deterconfidence

quickerthan

abroken

experience.*

*ChristopherCashdollar,

CreativeDirector,

HappyCogStudios


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Value

differences

between

content

assets

Lowvalueassets

Pain

point Treatedascostcentre

Singleuse

Notpart

of

strategy

or

developmentcycle

Dontworryabout

accuracy,control,

re

use

Sacrificeuserexperiencetoeconomize

Highvalueassets

Value

add Treatedascorporateasset

Multipleuses

Investmentis

made

in

its

creation&development

Managedwiththecareof

othercorporate

assets

Findwaystouseitinmanywaystocreatevalue


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Realitycheck

Exploitthe

power

of

contentthatcan

workfor

you


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Thepowerofconvergence,integration,andsyndication

Integration:example

insertingasize

into

a

productdescription

Convergence:example

bringingtogether

contentfrommultiple

sourcesforasingle

display Syndication:example

sendingcontentto

interestedparties


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Example:

Content

is

converged

into

a

product

portal


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RealityCheck

Thequality

bar

iscontinually

beingraised.


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Samecontent,twocontentstrategies

This Visa interface isgreat. I can download

each statement, bymonth, for the last year.

1

2:00 PM


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Samecontent,twocontentstrategies

This Visa interface isgreat. I can download

each statement, bymonth, for the last year.

1

2:00 PM

Vancity is great.I can enter the dates

and download a wholeyear at a time, for the

last two years in a

single transaction.

2

2:15 PM

Visas monthly downloadis driving me bananas.Why doesnt Visa get it

together?

3

2:18 PM


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ThreeStrategiestoGetMorefromYourContent


2. Useyour

content

strategically

3. MaximizeyourcontentROI


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ROIcheck

5basic

ways

to

getROIfrom

yourcontent


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ContentROI/IRR

OntheInternalRateofReturn(IRR)side:

1. Extendscope

2. Managerisk

3. Increaseefficiencies

OntheReturnonInvestment(ROI)side:

1. Build

brand

loyalty2. Increaserevenue


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Inclosing

Where

theresawill,

theresaway.


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Inclosing

Wheretheres

a

strategy,theres

success.


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The Role of Content

We are Facing an Increasingly

Information-Driven Economy

However, like most popular and well

identified necessities, Information isbeing commoditized

Content is now like CASH!


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What Mitchell 1 Manages

212 million files with a rate of 65K filesper year growth

Lowest common denominator equals arepair article (converted SGMA to XML)

Articles are 1 to 200 pages Over 65 various sources

Collection occurs as a monthly process

Employs editorial, authorship, and contentservicing


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Mitchell 1 as Content Provider

Mitchell 1 Information

After-Market RepairMarketplace

OEM

Manufacturers

Do-It-YourselfPublic


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Content as Corporate Asset

87K customers

in a market of 147Kpossible doors

Content fed bysubscription islike water from

the tap.


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Content as Competitive Edge Leverage years of content

Make the hard work of content maintenanceand growth, scalable/easy

Requires market intelligence

Understand competitors, competitionenvironment, competitive tools

Make sure the asset is not an anchor(understanding the value of leapfrogging)


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Meeting Users Needs

Push Content

Print

Digital Media

Web Info

Web Portal

Pull Content

Web Portals

Decision Portals

Answer Engines

Answer-back Portals


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Power of Content

Converging Content M1 uses multiple sources

Enrich primary content to extend value Focus content resources

Integrating Content

Find & employ standards Look for the common denominators

Syndicate Leverage on-demand capabilities Employ multiple vending/provisioning methods


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Standards-Based Content

Easier to collect

Simpler to combine

Increases support capability

Allows more interactive capability

Easier to change, improve, modify

More available support tools

Increases extensibility


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Content Lifecycle

Analyze

Collect

Publish

Analyze

Find sources

Filter value vs. non-value content

Collect

Standardized repository

Standardize protocol

Publish

Determine output

Provide vending solutions

Manage & measure

Deliver

Push-Pull

On-demand

Deliver


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Content Creates Content

AutomotiveRepair Data

Source

SourceSource

Internet

Media

Computer-to-ComputerInterface

Pulling usedata to create

new content


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Mitchell 1 Future Morph the content for better delivery

Reduce common denominator fromarticles to XML data fragments

Target point-search to data fragments(vs. Google search Boolean return)

Add answer & decision engines and

eliminate search only strategies


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Confidential. Not for distribution.

Contacts

Confidential. Not for distribution.2

Mark Zecca

Mitchell 1

[email protected]

+1 858 391 5233

Rahel Anne Bailie

Intentional Design

[email protected]

+1 604 837 0034

Mark WitmanAptara

[email protected]

+1 717 360 8837

www.aptaracorp.com

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