Margaret Ann Dowling will talk about the traps with regards to content creation and translation. She’ll share tips on how to improve your content, how to reach the right customers and how to improve the relationship with your customers. She’ll also touch upon the integration of user-generated content and machine created content and how to define your tone of voice.

1. Margaret Ann Dowling
Content from the point of view of a publisher

2. Margaret Ann Dowling
Margaret Ann Dowling
Founding staff member of CE first independent English
language new paper in 1993 I Budapest which we grew to
Czech and Poland
Launched and published over 100 lifestyle titles.
Launched my first website in 1999, award winning
campaign in premium sms in 2003, launched mobizine
in 2005 , first trilingual project in 2011 on the iPad.
9 years of CEO of Marquard in Hungary prototyping but
basical since 2009 restructuring legacy publishing business
and for the last three years doing the same thing for Burda
in Poland and the Czech Republic.

3. Margaret Ann Dowling
Publishing industry has been suffering
If it bleeds it leads - Click Bait - ad blockers
Everything
must go!
Closing
down!
For
sale

4. Margaret Ann Dowling
We have moved from the age of innovation to disruption on to the age of the great rewrite
A fundamental rewrite of the planets operating system, technology, behavior and capital.
Moving from a top down to an inversion of the pyramid.
Rewrite.
KPMG – The Great Re- Write in Collaboration with Forbes
Leonard Brody

5. Margaret Ann Dowling
 10 ways to know if he likes you
 top ten iconic handbags
 5 ways to loss 5 kilos in 5 days
 10 ways to look 10 years younger in 10 days
Let’s just look back at some of the earlier
super heroes of digital content
listicles

6. Margaret Ann Dowling
Let’s just look back at some of the earlier
super heroes of digital content
Insta-quotes
Albert Einstein

7. Margaret Ann Dowling
...learn any language in two weeks
...live on euro 50 a week
...travel the world on a budget
...rekindle the passion in marriage
...fix any of the worlds problems :->
how to...
Let’s just look back at some of the earlier
super heroes of digital content

8. Margaret Ann Dowling
These served the purpose of being seo friendly,
maximize click, shareable and easy.
But they were like offering someone dinner
and serving a plate of canapés.
Let’s just look back at some of the earlier
super heroes of digital content
Infographics

9. Margaret Ann Dowling
Coke example of Singapore based Chinese
migrant workers that never see their family.
But no worries, Coke is here to save the day...
Weaving a story and hi jacking emotions

10. Margaret Ann Dowling
Young audiences rate authenticity as being of primary importan-
ce and the gold is not in the content but the ability for sustained
engagement
This is not a transaction strategy this is an engagement strategy.
I would submit to you that all this will lead
to a form of emotional rejection
2010
2015
2020
1200m
1100m
1000m
900m
800m
700m
600m
500m
400m
300m
200m
100m
Number of people using ad blockers
2020
is the amount ad blockers are
expected to cost publishers
globally in 2016$41.4bn
of people will turn off
ad blockers if asked
67%
source: Unruly TV market research

11. Margaret Ann Dowling
Ad blockers... at 79% on some sites
What are the dangers of unleashing
a poorly thought through content strategy
Source: Burda Poland Chip.pl

12. Margaret Ann Dowling
When automation goes badly wrong and you
miss the point

13. Margaret Ann Dowling
When automation goes badly wrong and you
miss the point

14. Margaret Ann Dowling
When we create automated idiocy.
Not in Google, does not exist.
When we create automated idiocy

15. Margaret Ann Dowling
We have now won to right to an office in our
pocket and a 24/7 work life non balance.
When we use technology to outsource then onsource
on the customer only to offer them a chocolate

16. Margaret Ann Dowling
As a Publisher I look at the Editor and the
Content as Social Glue.
They Make Sense of the the world around us
through their curation and creation
They are the Thought Architects of our Society
Margaret Ann Dowling

17. Margaret Ann Dowling
Michael Polanyi was a famous British Hungarian polymath.
He was a chemists who became a philosopher of scien-
ce. He brought the concept of tacit knowledge in society
to the round table discussion on how we create meaning.
Editor is the curator of this tacit knowledge and wisdom
that we so rely on in society.
Conversely codified knowledge and accuracy is the role of
Google.

18. Margaret Ann Dowling
Codifying Knowledge in absolutes
Like the telephone book is not considering the important role of how
we build the mental social architecture of the world around us.
If you deal with the language of content. Irrespective of which of the
1000s of languages we speak of... It’s a meaningless pursuit if you do
not factor in the lifetime commitment to the relationship with that
person through your content strategy.
If it’s engagement through content you seek then you get a relation-
ship. If it’s a relationship it comes with the the burden of responsibility
measured by your authenticity not just by transaction volume.
Be mindful of your heuristic framing
Have a long term charter
& be aware of the unpriced externalities.

20. Margaret Ann Dowling
Content in the world of radical transparency
Authenticity is everything,
engagement is the metric.
You are Your Word!

21. Margaret Ann Dowling
Where is societies seat in the board room?
Your content strategy is your invitation
for everyone to have a voice.

22. Margaret Ann Dowling
Content is to the mind
what healthy food is to the body.
Three things I would do if I were you:
A) be mindful
B) be generous
C) be real

23. Margaret Ann Dowling
thank you
margaretanndowling@createandtranslate.org
+48 600 207 184
& Translate