The First Rule of a Good Content Strategy: Focus on Quality!

YOUR CONTENT,ONLY BETTER

JENNIFER BEAUPRE

REPRESENTED BYANDREW BREDENKAMP

FOUNDER & PRESIDENT, ACROLINX

@ABREDENKAMP

#ICC12

CONTENT IS IMPORTANT(DUH!)

90% OF HP PRODUCTS ARE SOLD ON THE BASIS OF

CONTENT ALONE

YOUR 3RD BIGGEST PROBLEM IS ACTUALLY

YOUR BIGGEST PROBLEM

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IT’S *NOT* ABOUT DELIVERY, IT’S ABOUT THE

PAYLOAD

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- CONTENT DELIVERY- CONTENT MANAGEMENT- CONTENT QUALITY

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CONTENT STRATEGY

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WHY DO YOU NEED A CONTENT STRATEGY?

TrainingCall Center

Marketing

Product

Web & Social

TOXIC

CONTENT

CREATION

SalesPresentations

SearchEngines

Starting with toxic content that is inaccurate, off-brand and

inconsistent, will pollute your entire content “supply chain”.

Toxic Content

"SMARTER CONTENT"

"DELIVER THE RIGHT CONTENT TO THE RIGHT PEOPLE AT THE RIGHT

TIME”

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HOW TO EXECUTE ON YOUR CONTENT STRATEGY?

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ANALYTICS

[what  do  we  have,  what  risks  do  we  have,  CMS  is  just  black  box  repository]

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GOVERNANCE

[manage  content  policy  in  a  distributed  world]

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OPTIMIZATION

[once  you've  gained  all  these  insights,  and  made  all  these  decisions,  enforce  them]

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ANALYTICS

GOVERNANCE OPTIMIZATION

CONTENT STRATEGY IN ACTION

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CONTENT STRATEGY DEFINES CONTENT GOALS

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CONTENT GOALS DEFINES CONTENT

QUALITY

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WHAT DOES QUALITY MEAN?

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PEOPLE-READY

the  right  branding,  tone-­‐of-­‐voice,  *correct*  (duh),  easy  to  use  (understand)  for  all  the  people  who  are  going  to  read  it.

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SEARCH-READY

Creating content with findability built in

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GLOBAL-READY

Ready to be searched, translated, machine-translated or just read by people across the planet.

YOUR CONTENT,ONLY BETTER

Talk  about  the  benefits

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BETTER = MORE AGILE MORE COMPETITIVE MORE EFFECTIVE MORE EFFICIENT

How  cool  is  that?

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BETTER CONTENT GIVES YOUR ORGANIZATION A COMPETITIVE EDGE

How  cool  is  that?

ANDREW BREDENKAMP

ANDREWB@ACROLINX.COM

@ABREDENKAMP

#ICC12

THANK YOU!