Web 2.0 Neo Stc 2007

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Web 2.0 and Technical Communication presentation delivered at the NEO STC Regional Conference, The Crucial Communicator, October 2007.

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Today, business is digital. That makes content critical. Content now represents nearly a third of marketing budgets alone (Content Marketing Institute), and that proportion will only increase. Content also is the substance of most digital media products and digital channel communications. So, you might have enjoyed some success with implementing a content strategy for a single product, channel, or marketing campaign. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations. This session will help you answer them with a practical vision and 3 useful principles to scale your content strategy. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones

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When creating websites and apps for a multinational organization like IBM or GE, how do you ensure that global content is easily adaptable and translatable? Especially when you're creating content that needs to be accessed via tablet, phone and desktop? This presentation covers the basics of creating global content strategy for audiences with varying needs based on geography and language. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Content Strategy Across Geographies and Platforms with Melinda Flores

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You CAN prove the savings possible from moving your unstructured content to intelligent content. The benefits are measurable. Intelligent content combined with a content management system can facilitate savings and improvements in content development, translation, regulations, governance, multi-channel publishing, and quality. In this session, Mark discusses how the various processes benefit from intelligent content and discusses metrics that prove the benefit. If it hurts, then it's time to calculate the pain — and the relief. This session draws from concepts in Mark's book, DITA Metrics 101, The Business Case for XML and Intelligent Content. Mark also discusses which metrics you should gather so you can align your plan with corporate strategy and become the "Executive Whisperer." This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark

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Content strategy is about so much more than streamlining your content development process—it's about supporting your organization's business goals. To be truly effective, your content strategy should be global. That means breaking down the barriers that keep the different types of content producers in your organization apart. Your organization creates various kinds of content—technical, marketing, training, and more. Your content strategy may begin with tech comm, but it should also account for these other types of content to present a unified message and better serve your brand. This presentation shows how, with a global strategy, all of your content can work together to help your organization succeed. Gretyl Kinsey is a technical consultant with Scriptorium Publishing who specializes in content strategy and tech comm tools and technologies. Since joining Scriptorium in 2011, she has been involved with the development and implementation of content strategies for organizations in a variety of industries. She has experience with every step of the implementation process, from customizing transforms to converting legacy content to helping with follow-on support. She also frequently contributes her graphic design skills to the marketing side of Scriptorium. With a background in journalism and visual communication, she is interested in the convergence between technical and marketing communication, and in content strategies that encourage it. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...

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Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touch points. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, Scott Abel, The Content Wrangler, discusses the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

The Future of Technical Communication is Marketing with Scott Abel, The Conte...

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In this webinar, Matt and Greg explain what Global English is and who it benefits, introduce you to some Global English techniques that you can implement immediately, and they examine a couple of case studies of companies who have implemented Global English—and have experienced dramatic results. This session is part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Clear and Simple: Lower Your Content Costs with Global English with Matthew K...

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Andrew Thomas shows you a fast-paced look at how to leverage content to cultivate a loyal customer base. Andrew Thomas is a Director of Product Marketing for Content Management Technologies at SDL, focusing on structured content technologies. Andrew has worked with XML for a wide variety of content, from marketing materials, to printed manuals and web applications. He's witnessed firsthand, the diversity of structured content and how it can empower businesses and customer engagement. Before joining SDL, Andrew was a language intelligence solutions manager for Adobe Systems and oversaw the translation process for their DITA content. This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Fandom Isn't Random with Andrew Thomas, SDL

Scott Abel

George Bina explores the world of XML authoring for technical documentation. He shares tips and tricks designed to help technical communicators understand the advanced information management capabilities structured XML authoring provides over traditional authoring approaches. Specifically, George addresses the following questions: How do I know what content to create? What XML markup should I choose and why? How do I leverage markup to engineer better authoring experiences? How to we enforce content rules in XML documents? Why correcting content problems during the authoring process can help you reduce costs? This session was part of The Content Wrangler Virtual Summit on Advanced Technical Communication Practices, December 4-5, 2014. Hosted by BrightTALK. Sponsored by SDL, Astoria Software, Acrolinx, oXygen XML Editor, Logos, Scriptorium, and Oberon Technologies.

Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor

Scott Abel

Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, delivered at Acrolinx Day at LavaCon 2014 Portland, Scott Abel, The Content Wrangler, discussed the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing.

The Future of Technical Communication is Marketing

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Time is in short supply. Deadlines are tight. Resources are even tighter. If you're like most content professionals, you have dozens of great ideas but not enough time, money or experience to bring them to life. But it doesn't have to be this way. In this content marketing meets intelligent content engineering case study, we will explain how the newly published book, The Language of Content Strategy (XML Press) was created with the help of the crowd, structured XML content, a wiki and a formal content strategy. Attend this session to learn how the two seasoned content strategists enlisted the help of 50 knowledgeable experts to create a printed book, an e-book, a companion website and educational flash cards in record time, all from a single source of content. You'll discover why it's imperative that content professionals —regardless of their area of specialty — understand and leverage the power of advanced information development practices. You'll leave knowing why a repeatable content production system, optimized for productivity and designed to efficiently produce multiple content products simultaneously, is no longer an option, but rather a necessity.

The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...

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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 technical communicator. 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 slide deck, Scott Abel, The Content Wrangler, showcases five powerful information technology innovations that, when harnessed by professional technical communicators, can help us future-proof our content and ensure we’re meeting – even exceeding – our goals.

5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore

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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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In this presentation from Localization World Singapore, April 2013, Scott Abel explores the importance of thinking strategically about content (how it is created, why its created, and the goals of global content initiatives) by helping the audience understand the importance of vision in content strategy. The presentation also touches on how organizations can find time for innovation and provides several resources for content strategy professionals.

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Structured content

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The keynote address, delivered February 21, 2013 at tcworld India conference, Bangalore, India. The presentation provides a summary of the 2012 Technical Communication Industry Benchmarking Survey produced by The Content Wrangler. The survey aimed to capture the current methods, standards and tools used -- as well as future plans of -- the technical documentation and training departments of large, global, content-heavy organizations.

The State of the Technical Communication Industry: tcworld India 2013 Keynote...

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State of the Content Industry and Opening

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Words matter. Selecting the wrong ones can impede communication. But, while word choice is critical, equally important are spelling, style, punctuation and grammar. This slide deck was used by Scott Abel, The Content Wrangler, and Val Swisher, CEO of Content Rules, Friday, February 9 to guide our interview of special guest Mignon Fogarty (aka Grammar Girl). The three content pros discussed the fast-changing world of language and how we use and abuse it. And, they answered questions from the audience.

Grammar Girl Web Discussion - February 9, 2012

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“Creating Culturally-Correct Web Content For Global Audiences” was a discussion between Scott Abel, The Content Wrangler, and Maxwell Hoffmann, Director of Multilingual Document Globalization at Globalization Partners International. The two discussed best practices for creating web content. Maxwell provided interesting examples of color, imagery and expression mistakes others have made in the past. Scott and Maxwell also discussed how to determine if content (text and graphics) are both culturally-correct and effective in communicating to an off-shore, global audience. They also talked about how to avoid the most common cultural mistakes that unintentionally alienate the customers you are trying to serve. Listen to the archived recording: http://bit.ly/ls5nq3

“Creating Culturally-Correct Web Content For Global Audiences”

Scott Abel

Content strategists come from a variety of backgrounds and talents, and have developed the skill set that it takes to succeed in the field we now call content strategy. It’s not a matter of knowing which tools to use – after all, the music is not in the violin, but the musician. If you want to work as a content strategist, which of your existing skills can you leverage, and what skills do you need to gain? What area of content strategy do you want to work in, and how do you move into that area? This slide deck was part of a webinar series sponsored by MindTouch. MindTouch creates software that can help you build social communities around your product and user assistance documentation. For more information on how MindTouch can help you deliver exceptional and engaging product help experiences, contact MindTouch at info@mindtouch.com or visit them on the web at www.mindtouch.com. You can learn more about content strategy by visiting Rahel Bailie's blog: www.intentionaldesign.ca. To contact Scott Abel: scottabel@mac.com. Or, check out his blog: www.thecontentwrangler.com.

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