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Key Components of a Practical Content Strategy
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Key Components of a Practical Content Strategy
Andrew Bredenkamp Acrolinx
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A practical view of the key components of making content strategy happen
What did I promise?
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getting the right content to the right peopleat the right time
What is Content Strategy?
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The right peopleThe right contentThe right time
What does that mean?
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Content Strategy
Thinking
Making it happen
Market
Message
Tone-of-Voice
Writing
ContentOptimization
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Content Optimization Cycle
How to make it happen?
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Content Optimization Cycle
Governance
Creation
Analytics
Optimization
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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
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Content Governance
Mitigaterisk
Promote best practice
Security
Compliance
Standards
Branding
ContentOptimization
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Creation / Optimization
1. Work as a team2. Create and Optimize
in one step where possible
3. Know when you’re done
4. Connect content with consistent language
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Analytics
1. Understand your audience
2. Capture your language
3. Find the best content
4. Find the worst content
5. Find the redundant content
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Content Quality Reporting
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Content Optimization Cycle
Governance
Creation
Analytics
Optimization
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Content’s often (almost) all you’ve got!
How to make it happen?
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90% of customers never touch the product before they buy
(HP (source))
Good Content is your only chance!
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“70% of the buying process is already complete before prospects engage with a sales person”
(SiriusDecisions)
Content is your only hope
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Content Optimization Cycle
Governance
Creation
Analytics
Optimization
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Content Strategy in Action 1
$
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Content Strategy in Action 1
$PayPal
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Regulated financial institution
Content Strategy in Action 1
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“send money” “transfer funds”
PayPal’s new language
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Cisco
Content Strategy in Action 2
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Content Strategy in Action 2Cisco 4900 Series
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Content Strategy @ Cisco
“The 4900 Series is ideal for space-constrained deployments.”
“Simplified Management: Edge switch auto-provisioning”
Zero uses of “you”
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Content Strategy @ CiscoLinksys Wi-Fi Router N300
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Content Strategy @ Cisco
Not “space-constrained” but “smaller”
No sentence over 18 words
Eight uses of “you”
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Words matter
Content Strategy in Action
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What does your content need to do?
Content Strategy in Action
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People-ready
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Focused on target audienceTask and solution-orientedNon-native speaker friendly
People-ready?
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Global-ready
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Next-generation AutomationMT not TMOn-Demand MTLong-tail languages
Global-ready?
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Search-ready
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SEO – Search Engine OptimizationMore content delivered via GoogleSearch performance is a challenge for SupportAfter-Sales Content is relevant for Sales!
Search-ready?
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Circulator pump
Circulation pump
Recirculating pumpCirculating pump
Pump, circulator
Pump
Water pumpRecirculation pump
What’s it called again?
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循环水泵再循环水泵
再循环泵循环泵
泵
水泵
冷水循环泵 热水循环泵
What’s it called again?
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Heizungspumpe
Heizkreispumpe
HeizkreisumwälzpumpeHeizkreis-Umwälzpumpe
Kesselthermenpumpe
Umwälzpumpe
Gerätepumpe
Heizungsumwälzpumpe
What’s it called again?
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What are the benefits of doing this?
Write Edit Translate SEO
Time off!!
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What are the risks of not doing this?
HTC Windows phone–How long has it got to impress?
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What are the risks of not doing this?
HTC Windows phone–How long has it got to impress?
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Google: “windows smartphone”
HTC
Nokia
HTC
Samsung
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The risks of not doing it?
xxxxxxxxxxxx
xxxxxxxxxxxxXxxxxxxxxxxxxxxx
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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
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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)