Getting the right information to the right people, at the right time, in the right format, and in the right language is the goal of every professional content marketer. But, the pace of change is fast, and each and every step forward is often accompanied by two steps back. That’s because the speed of technological change is outstripping our ability to keep up. It seems we’re always playing catch up. But, it doesn’t have to be that way.
In this Content Marketing World 2014 presentation, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional content marketers, can help us future-proof our content marketing efforts and ensure we’re meeting – even exceeding – our goals.
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less than 6%
of the worldʼs population
speak English well enough
Source: Nationalencyklopedin
to understand your prose
and marketing mumbo-jumbo
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there are over 7,000
languages spoken
by the people of Earth
Source: Ethnologue
especially when you consider that
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word translated costs
about .25 a word
multiplied 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 word
a 15,000 word document
15,000 X .25 = $3,750 X $82,000
Source: 2010 Web Globalization Report Card
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for both humans
and machines
recognize that today you write
our content must be both human- and machine-processable to have maximum ROI
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first for machines
then for humans
recognize 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 humans
but machines are
of course the content you create
gatekeepers to success
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you learned in grade school
Language Arts classes
recognize that writing rules
are no longer sufficient
for a world in which
Language Science is needed
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the vantage point of a
rules processing engine
examine your content from
and ensure it is optimized
for machine translation
we do this already by making content conform to standards like RSS
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for many of the same
reasons automated translation
is needed AND the fact that video
content is not keyword searchable
without a transcription
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terminology management
is the process of controlling
the words you use by organizing
them in a central repository
that contains a list of approved
terms and rules for their usage
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the goal of terminology
management is to ensure that
the words that are most
closely associated with your
products, services, and branding
are used consistently
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seek guidance from a
global content strategist
to help you craft a terminology management strategy
and look for opportunities
to standardize your content creation processes
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adaptive content also adapts
to the capabilities of the
device it is viewed on
if a GPS is available on a handheld device, the content will be able
to take advantage of “location aware” features of the device
automatically, on-demand
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for example, an instruction
like ʻclickʼ on a laptop
would be automatically
adapted to ʻtouchʼ on a
smartphone and ʻsayʼ in
an automobile GPS
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component content management
focuses on the storing of
content components that
are used to assemble documents
component content management systems are designed for this purpose
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components of content
come in various sizes and
types and can be as small
as a single word or as large as
many paragraphs
they can be recombined/remixed to create new deliverables
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components of content
can take the form of
graphics, hyperlinks or
other repurposable content
your company logo, product description, value proposition, link to benefits
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ensure content is
consistent across all
touch points, channels, and devices
single-sourcing: write it once, use it often is a best practice
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translate content
once and have it
automatically reflected
wherever it is reused
translation savings alone can often provide return on investment
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publish to multiple
output formats
without the need for
manual intervention
formatting content for multi-channel output occurs automatically
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involve a variety of
people in the creation,
management and delivery
of content to those who need it
component content management systems are designed for this task
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we need content craftspeople,
content designers and
to mature as a discipline
content engineers
to help us shape, refine
and grow digital content