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The Content Marketing
Futurist
5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
#cmworld
about mecontent strategistconference organizerfaculty at Berkeley iSchoolcolumnist EContent Magazine
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the problemmarketers are overwhelmedand unprepared
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the problemmany of us treatthe world wide weblike the Ohio webor the American English web
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that needs to change
we need to change
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the problemtechnologyis acceleratingfaster than we are
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the problemnew devices and new marketsand new demands
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the problemoutdated notionsof successin what other industry would 2-5% response rate be considered a success?
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the solutionnew approaches new responsibilitiesnew roles and new tools
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The Content Marketing
Futurist
5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
#cmworld
what is
technology?
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technology is the purposefulapplication of scientificknowledge in the design, production,and utilization of goods and services
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why do we need toknow about technologies?
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by 2017, CMOs areexpected to spend moreon IT than CIOs do
Source: Gartner
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what technologiescan we not afford to ignore ?
Iʼll provide a basic overview of each and some key points for pondering
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#1automatedtranslation
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akamachinetranslation
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some know it asgoogle translate
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but itʼs much more
than that
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what isautomatedtranslation
?
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automated translation isa process that usessoftware to translatecontent from onelanguage to another
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why?do we need to know this
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the world wide web[not the American English web]is the land of opportunity
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in a global marketreaching customerspreviously viewed asout of scope is the goal
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96%of the consumers on Earthdo not live in the US
Source: US Small Business Administration
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but they allspeak English, right ?
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wrong!
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less than 6%of the worldʼs populationspeak English well enough
Source: Nationalencyklopedin
to understand your proseand marketing mumbo-jumbo
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many people whounderstand spoken Englishcannot read English
Source: Wikipedia
in fact, many cannot read at all
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human translationcan be time-consuming and
expensivemany languages arenʼt supported due to lack of resources
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there are over 7,000languages spokenby the people of Earth
Source: Ethnologue
especially when you consider that
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word translated costsabout .25 a wordmultiplied by the number of languages
and that each and every
the average multi-national support 20+ languages
Source: 2010 Web Globalization Report Card
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translated into 22 languages
at .25 a worda 15,000 word document
15,000 X .25 = $3,750 X $82,000
Source: 2010 Web Globalization Report Card
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how?do we get started
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for both humansand machinesrecognize that today you write
our content must be both human- and machine-processable to have maximum ROI
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first for machinesthen for humansrecognize that today you write
if content is not findable (by machine) or accessible (by machine) it doesnʼt exist
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is destined for humansbut machines areof course the content you create
gatekeepers to success
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were developed long before technology
recognize that writing rules
made instant globalcommunication possible
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you learned in grade schoolLanguage Arts classesrecognize that writing rules
are no longer sufficientfor a world in whichLanguage Science is needed
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the vantage point of arules processing engineexamine your content from
and ensure it is optimizedfor machine translationwe do this already by making content conform to standards like RSS
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#2automatedtranscription
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automatedtranscriptionwhat is
?
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automated transcription isa process that usessoftware to translatespeech to text
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why?do we need to know this
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for many of the samereasons automated translationis needed AND the fact that videocontent is not keyword searchablewithout a transcription
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the content locked insideof video is hidden from view• CRM• integration• personalize
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how?do we get started
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use one of severalsoftware providersto create transcriptionsfor your videos and post themalong with your videos
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transcription filescan also be translatedand the translations usedas sub-titles in other languages
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#3terminologymanagement
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terminologymanagementwhat is
?
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terminology managementis the process of controllingthe words you use by organizingthem in a central repositorythat contains a list of approvedterms and rules for their usage
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the goal of terminologymanagement is to ensure thatthe words that are mostclosely associated with yourproducts, services, and brandingare used consistently
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terminology managementefforts result in a controlledvocabulary that is madeaccessible to all who need itacross your organizationas well as partners and service providers
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why?do we need to know this
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terminology managementhelps ensure consistencythroughout your content assetsin both your sourceand you translated content
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terminology managementcan help ensure legal and regulatory compliance, brandconsistency, enhanced content quality
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how?do we get started
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seek guidance from aglobal content strategistto help you craft a terminology management strategy
and look for opportunitiesto standardize your content creation processes
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adopt a terminologymanagement system
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#4adaptivecontent
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adaptivecontentwhat is
?
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adaptive content iscontent that is structuredand designed adapt tothe needs of your customer
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adaptive content changesnot just cosmetically,but also in substanceand in capability
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adaptive content also adaptsto the capabilities of thedevice it is viewed on
if a GPS is available on a handheld device, the content will be ableto take advantage of “location aware” features of the device
automatically, on-demand
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for example, an instructionlike ʻclickʼ on a laptopwould be automaticallyadapted to ʻtouchʼ on asmartphone and ʻsayʼ inan automobile GPS
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why?do we need to know this
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customers demandexceptional experiences;their expectations have changedand they expect you tochange and adapt to their needs
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adaptive contentmakes it possible for you topublish to multiple-platformsand to multiple-devices̶ often, automatically
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adaptive contentis consistently structured,providing a predictablecustomer experience
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adaptive contentis content separated fromformatting information;allowing authors to focuson what they do best
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adaptive contentmakes your contentfindable and reusableby others who need it
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how?do we get started
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adaptive contentinvolves rethinkinghow you create, manageand deliver content; itʼs bestto seek advice from an experienced pro
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there is no EASY button;moving to adaptivecontent involves work,but the pay-off (ROI) canoften be realized in months, not years
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#5componentcontent management
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componentcontent management
what is
?
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component content managementis the creation, administration, organization and governanceof small, discrete, re-usablecomponents of content
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component content managementfocuses on the storing ofcontent components thatare used to assemble documents
component content management systems are designed for this purpose
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components of contentcome in various sizes andtypes and can be as smallas a single word or as large asmany paragraphs
they can be recombined/remixed to create new deliverables
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components of contentcan take the form ofgraphics, hyperlinks orother repurposable content
your company logo, product description, value proposition, link to benefits
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component content managementis about managing contentnot about managing files
content versus files
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contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link
filesemail inviteprinted inviteregistration micrositeprinted programat-event signagevoicemail scripttelephone scriptadvertisingcontracttweet/updateblog postmobile app
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contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link
usagesamesamesamesamesamen/an/asamevaries (gold, silver, bronze)varies (deliveries)varies (gold, silver, bronze)same
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why?do we need to know this
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structured contentcombined with CCMSsupports personalizedcontent and targeted marketing,increasing response rates
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structured contentcombined with CCMSputs you in control ofyour content and can help yousave BIG $ on translation
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because not all prospectsor customersare the same
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you need componentcontent managementif you need to...
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provide different typesof content to differenttypes of prospects and customers
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re-use content acrossdocuments withoutcopying and pastingthe copy>paste reuse method is the most costly and error-prone
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ensure content isconsistent across alltouch points, channels, and devices
single-sourcing: write it once, use it often is a best practice
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translate contentonce and have itautomatically reflectedwherever it is reusedtranslation savings alone can often provide return on investment
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publish to multipleoutput formatswithout the need formanual interventionformatting content for multi-channel output occurs automatically
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involve a variety ofpeople in the creation,management and deliveryof content to those who need itcomponent content management systems are designed for this task
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how?do we get started
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wait, thereʼsmuch more!
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wirelesselectricitylook out for...
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flexiblesurfaceslook out for...
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wearablecomputinglook out for...
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finalthoughts
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we need content craftspeople,content designers and to mature as a discipline
content engineers to help us shape, refineand grow digital content
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compelling contentexperiences, weʼll have
in order to create
to leverage bothcontent AND code
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start thinking morelike engineers and less
and, weʼll have to
like writers and editors
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The Content Marketing
Futurist
5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore
aka Scott Abel, The Content Wrangler
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