In this session, Tom Aldous from Acrolinx presents a practical view of the key components of making content strategy happen. Using concrete real-life examples, the presentation will show how executing on a content strategy means implementing three aspects: governance, optimization and analytics. Governance means setting standards and setting up processes to ensure that standards are maintained. Content Analytics are critical in understanding where your content needs attention, and delivering metrics and reporting on content. The final piece of the puzzle is Content Optimization, which involves ensuring that content creators get the support they need in writing content that is findable (“search-ready”), translatable (“global-ready”), and in tune with its target audience (“people-ready”).

1. EXECUTING YOUR CONTENT
STRATEGY:
GOVERNANCE, OPTIMIZATION, AND
ANALYTICS

2. Tom Aldous
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SVP of Global Operations
— Acrolinx
Former Director of TechComm Business
Development and Evangelism
— Adobe Systems, Inc.
Former Managing Partner (20 years)
— Integrated Technologies, Inc.
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Frequent speaker at industry conferences
worldwide
FrameMaker/XML (including DITA) enthusiast
Single source champion
Blog: tmaldous.com
Twitter: @tmaldous
Let’s LinkedIn: linkedin.com/in/tmaldous

3. The Real Brains Of The Operation

4. Wow, Things have Changed

5. Wow, Things have Changed
LavaCon 2012 – General Session
 My presentation was about
“Finishing the Plumbing”
 Converting to XML
 Enriching Content
 Publishing to Multiple Devices

6. New Boss: Kumar Vora

7. More Bosses: Andrew & Ulrich

8. Andrew Bredenkamp

9. He asked the Big Question
“So, the content doesn’t matter?”

10. And followed with…
“So, writing your content
to reach your target
audience doesn’t really
matter?”

11. Followed by…
“It’s a Global
Marketplace, but saving
money on Language
Translation is not
important...”

12. He had me Reeling

13. Who cares about the plumbing…

14. …if what comes out is:

15. Content Quality impacts…

16. …and helps avoid.

17. Your audience… Is changing.

18. Your audience… Is changing.

19. Content Marketing is King
 90% of Chief Marketing Officers believe that quality content strengthens the bond
with customers
 80% of Chief Marketing Officers are receptive to the idea of using quality content in
their marketing plan
“Traditional Marketing talks at people, Content Marketing
“Content Marketing is a Commitment, not a Campaign”
talks with them.”
Doug Kessler, Velocity Partners
– Jon Buscall, Jontus Media
 84% of Chief Marketing Officers agree that content represents the future of
Marketing
 59% of Chief Marketing Officers have shifted budget away from traditional forms of
Advertising to their Content Management budget
–Content Marketing Institute, Hubspot, Nielsen & Content Council (’11 ‐ ’12)

20. What does it take?

21. Making the move…

22. Controlled Language
Spelling
Style
Grammar
Terminology
SEO

23. Speak With One Voice

24. KEYWORD
PLACEMENT

25. REPORTING,
METRICS, &
ANALYTICS

26. Now What?

27. Think Like an Executive
Increase Revenue
Cut Costs
•
•
•
•
•
Help enter regulated markets
Save money on localization
Accelerate time to market
Protect brand equity
Improve success of M&As
Make your move by promoting corporate goals.

28. Line Up Your Sponsors and Stakeholders
Who Pays?
Get their
commitment
•—
• Tech Writers
• Trainers
• Mktg Writers
• Mfg Writers
• Emp Comm
Evaluators
Who has
Influence?
Get their support
• Can’t Say Yes but Can
Say No
• Quality/Regulatory
• Brand
• Finance
• IT
Users
• Yes/No
• VP Marketing
• VP Cust. Support
• VP Regulatory
• Veto Power
• Cross‐Functional
Governance Committee
Sponsor
Approvers
Who Benefits?
Get their backing
and enthusiasm
Who Decides?
Get their approval

29. …and we just happen to do it all.

30. CREATE GREAT
LANGUAGE
WITH ACROLINX

31. Tom Aldous
tom.aldous@acrolinx.com
@tmaldous
www.linkedin.com/in/tmaldous