29. Source: Nationalencyklopedin
less than 6%
of the worldʼs population
speak English well enough
to understand your prose
and marketing mumbo-jumbo
#cmworld
30. Source: Wikipedia
many people who
understand spoken English
cannot read English
in fact, many cannot read at all
#cmworld
31. human translation
can be time-consuming and
expensive
many languages arenʼt supported due to lack of resources
#cmworld
33. Source: 2010 Web Globalization Report Card
and that each and every
word translated costs
about .25 a word
multiplied by the number of languages
the average multi-national support 20+ languages
#cmworld
34. Source: 2010 Web Globalization Report Card
a 15,000 word document
translated into 22 languages
at .25 a word
15,000 X .25 = $3,750 X $82,000
#cmworld
36. recognize that today you write
for both humans
and machines
our content must be both human- and machine-processable to have maximum ROI
#cmworld
37. recognize that today you write
first for machines
then for humans
if content is not findable (by machine) or accessible (by machine) it doesnʼt exist
#cmworld
38. of course the content you create
is destined for humans
but machines are
gatekeepers to success
#cmworld
39. recognize that writing rules
were developed
long before technology
made instant global
communication possible
#cmworld
40. recognize that writing rules
you learned in grade school
Language Arts classes
are no longer sufficient
for a world in which
Language Science is needed
#cmworld
41. examine your content from
the vantage point of a
rules processing engine
and ensure it is optimized
for machine translation
we do this already by making content conform to standards like RSS
#cmworld
46. for many of the same
reasons automated translation
is needed AND the fact that video
content is not keyword searchable
without a transcription
#cmworld
47. the content locked inside
of video is hidden from view
• CRM
• integration
• personalize
#cmworld
54. 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
55. 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
56. 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
61. 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
67. adaptive content also adapts
to the capabilities of the
device it is viewed on
automatically, on-demand
if a GPS is available on a handheld device, the content will be able
to take advantage of “location aware” features of the device
#cmworld
68. 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
80. component content management
is the creation, administration,
organization and governance
of small, discrete, re-usable
components of content
#cmworld
81. 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
82. 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
83. 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
93. re-use content across
documents without
copying and pasting
the copy>paste reuse method is the most costly and error-prone
#cmworld
94. ensure content is
consistent across all
touch points, channels, and devices
single-sourcing: write it once, use it often is a best practice
#cmworld
95. translate content
once and have it
automatically reflected
wherever it is reused
translation savings alone can often provide return on investment
#cmworld
96. publish to multiple
output formats
without the need for
manual intervention
formatting content for multi-channel output occurs automatically
#cmworld
97. 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
104. to mature as a discipline
we need content craftspeople,
content designers and
content engineers
to help us shape, refine
and grow digital content
#cmworld
105. in order to create
compelling content
experiences, weʼll have
to leverage both
content AND code
#cmworld
106. and, weʼll have to
start thinking more
like engineers and less
like writers and editors
#cmworld
107. The Content Marketing
Futurist
aka Scott Abel, The Content Wrangler
5
Revolutionary Technologies
Content Marketers
Can’t Afford To Ignore
#cmworld