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#cmworld
The Content Marketing
Futurist
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
aka Scott Abel, The Content Wrangler
#cmworld
scott abel
@scottabelscott@thecontentwrangler.com
thecontentwrangler.com
#cmworld
about me
content strategist
conference organizer
faculty at Berkeley iSchool
columnist EContent Magazine
#cmworld
the problem
marketers
are overwhelmed
and unprepared
#cmworld
the problem
many of us treat
the world wide web
like the Ohio web
or the American English web
#cmworld
that needs to change
we need to
change
#cmworld
the problem
technology
is accelerating
faster than we are
#cmworld
the problem
new devices
and new markets
and new demands
#cmworld
the problem
outdated notions
of success
in what other industry would 2-5% response rate be considered a success?
#cmworld
the solution
new approaches
new responsibilities
new roles and new tools
#cmworld
The Content Marketing
Futurist
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
aka Scott Abel, The Content Wrangler
#cmworld
what is
technology?
#cmworld
technology is the purposeful
application of scientific
knowledge in the design, production,
and utilization of goods and services
#cmworld
why do we need to
know about technologies?
#cmworld
by 2017, CMOs are
expected to spend more
on IT than CIOs do
Source: Gartner
#cmworld
what technologies
can we not afford to ignore ?
Iʼll provide a basic overview of each and some key points for pondering
#cmworld
#1
automated
translation
#cmworld
aka
machine
translation
#cmworld
some know it as
google translate
#cmworld
but itʼs much more
than that
#cmworld
what is
automated
translation?
#cmworld
automated translation is
a process that uses
software to translate
content from one
language to another
#cmworld
why?do we need to know this
#cmworld
the world wide web
[not the American English web]
is the land of opportunity
#cmworld
in a global market
reaching customers
previously viewed as
out of scope is the goal
#cmworld
96%
of the consumers on Earth
do not live in the US
Source: US Small Business Administration
#cmworld
but they all
speak English, right ?
#cmworld
wrong!
#cmworld
less than 6%
of the worldʼs population
speak English well enough
Source: Nationalencyklopedin
to understand your prose
and marketing mumbo-jumbo
#cmworld
many people who
understand spoken English
cannot read English
Source: Wikipedia
in fact, many cannot read at all
#cmworld
human translation
can be time-consuming and
expensive
many languages arenʼt supported due to lack of resources
#cmworld
there are over 7,000
languages spoken
by the people of Earth
Source: Ethnologue
especially when you consider that
#cmworld
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
#cmworld
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
#cmworld
how?do we get started
#cmworld
for both humans
and machines
recognize that today you write
our content must be both human- and machine-processable to have maximum ROI
#cmworld
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
#cmworld
is destined for humans
but machines are
of course the content you create
gatekeepers to success
#cmworld
were developed
long before technology
recognize that writing rules
made instant global
communication possible
#cmworld
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
#cmworld
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
#cmworld
#2
automated
transcription
#cmworld
automated
transcription
what is
?
#cmworld
automated transcription is
a process that uses
software to translate
speech to text
#cmworld
why?do we need to know this
#cmworld
for many of the same
reasons automated translation
is needed AND the fact that video
content is not keyword searchable
without a transcription
#cmworld
the content locked inside
of video is hidden from view
• CRM
• integration
• personalize
#cmworld
#cmworld
how?do we get started
#cmworld
use one of several
software providers
to create transcriptions
for your videos and post them
along with your videos
#cmworld
transcription files
can also be translated
and the translations used
as sub-titles in other languages
#cmworld
#3
terminology
management
#cmworld
terminology
management
what is
?
#cmworld
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
#cmworld
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
#cmworld
terminology management
efforts result in a controlled
vocabulary that is made
accessible to all who need it
across your organization
as well as partners and service providers
#cmworld
why?do we need to know this
#cmworld
terminology management
helps ensure consistency
throughout your content assets
in both your source
and you translated content
#cmworld
terminology management
can help ensure legal and
regulatory compliance, brand
consistency, enhanced content quality
#cmworld
how?do we get started
#cmworld
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
#cmworld
adopt a terminology
management system
#cmworld
#4
adaptive
content
#cmworld
adaptive
content
what is
?
#cmworld
adaptive content is
content that is structured
and designed adapt to
the needs of your customer
#cmworld
adaptive content changes
not just cosmetically,
but also in substance
and in capability
#cmworld
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
#cmworld
for example, an instruction
like ʻclickʼ on a laptop
would be automatically
adapted to ʻtouchʼ on a
smartphone and ʻsayʼ in
an automobile GPS
#cmworld
why?do we need to know this
#cmworld
customers demand
exceptional experiences;
their expectations have changed
and they expect you to
change and adapt to their needs
#cmworld
adaptive content
makes it possible for you to
publish to multiple-platforms
and to multiple-devices
̶ often, automatically
#cmworld
adaptive content
is consistently structured,
providing a predictable
customer experience
#cmworld
adaptive content
is content separated from
formatting information;
allowing authors to focus
on what they do best
#cmworld
adaptive content
makes your content
findable and reusable
by others who need it
#cmworld
how?do we get started
#cmworld
adaptive content
involves rethinking
how you create, manage
and deliver content; itʼs best
to seek advice from an experienced pro
#cmworld
there is no EASY button;
moving to adaptive
content involves work,
but the pay-off (ROI) can
often be realized in months, not years
#cmworld
#5
component
content management
#cmworld
component
content management
what is
?
#cmworld
component content management
is the creation, administration,
organization and governance
of small, discrete, re-usable
components of content
#cmworld
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
#cmworld
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
#cmworld
components of content
can take the form of
graphics, hyperlinks or
other repurposable content
your company logo, product description, value proposition, link to benefits
#cmworld
component content management
is about managing content
not about managing files
content versus files
#cmworld
content
date(s)
time(s)
topic(s)/title(s)
description(s)
keywords
presenter name(s)
presenter bio(s)
sponsor name(s)
sponsorship level(s)
directions
price(s)
link
files
email invite
printed invite
registration microsite
printed program
at-event signage
voicemail script
telephone script
advertising
contract
tweet/update
blog post
mobile app
#cmworld
content
date(s)
time(s)
topic(s)/title(s)
description(s)
keywords
presenter name(s)
presenter bio(s)
sponsor name(s)
sponsorship level(s)
directions
price(s)
link
usage
same
same
same
same
same
n/a
n/a
same
varies (gold, silver, bronze)
varies (deliveries)
varies (gold, silver, bronze)
same
#cmworld
why?do we need to know this
#cmworld
structured content
combined with CCMS
supports personalized
content and targeted marketing,
increasing response rates
#cmworld
structured content
combined with CCMS
puts you in control of
your content and can help you
save BIG $ on translation
#cmworld
because not all prospects
or customers
are the same
#cmworld
you need component
content management
if you need to...
#cmworld
provide different types
of content to different
types of prospects and customers
#cmworld
re-use content across
documents without
copying and pasting
the copy>paste reuse method is the most costly and error-prone
#cmworld
ensure content is
consistent across all
touch points, channels, and devices
single-sourcing: write it once, use it often is a best practice
#cmworld
translate content
once and have it
automatically reflected
wherever it is reused
translation savings alone can often provide return on investment
#cmworld
publish to multiple
output formats
without the need for
manual intervention
formatting content for multi-channel output occurs automatically
#cmworld
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
#cmworld
how?do we get started
#cmworld
wait, thereʼs
much more!
#cmworld
wireless
electricity
look out for...
#cmworld
flexible
surfaces
look out for...
#cmworld
wearable
computing
look out for...
#cmworld
final
thoughts
#cmworld
we need content craftspeople,
content designers and
to mature as a discipline
content engineers
to help us shape, refine
and grow digital content
#cmworld
compelling content
experiences, weʼll have
in order to create
to leverage both
content AND code
#cmworld
start thinking more
like engineers and less
and, weʼll have to
like writers and editors
#cmworld
The Content Marketing
Futurist
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
aka Scott Abel, The Content Wrangler

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