5 revolutionary technologies content marketers can't afford to ignore

#cmworld

The Content Marketing

Futurist

5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore

aka Scott Abel, The Content Wrangler

#cmworld

scott abel

@scottabel scott@thecontentwrangler.comthecontentwrangler.com

#cmworld

about mecontent strategistconference organizerfaculty at Berkeley iSchoolcolumnist EContent Magazine

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the problemmarketers are overwhelmedand unprepared

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the problemmany of us treatthe world wide weblike the Ohio webor the American English web

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that needs to change

we need to change

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the problemtechnologyis acceleratingfaster than we are

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the problemnew devices and new marketsand new demands

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the problemoutdated notionsof successin what other industry would 2-5% response rate be considered a success?

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the solutionnew approaches new responsibilitiesnew roles and new tools

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The Content Marketing

Futurist

5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore

aka Scott Abel, The Content Wrangler

#cmworld

what is

technology?

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technology is the purposefulapplication of scientificknowledge in the design, production,and utilization of goods and services

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why do we need toknow about technologies?

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by 2017, CMOs areexpected to spend moreon IT than CIOs do

Source: Gartner

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what technologiescan we not afford to ignore ?

Iʼll provide a basic overview of each and some key points for pondering

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#1automatedtranslation

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akamachinetranslation

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some know it asgoogle translate

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but itʼs much more

than that

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what isautomatedtranslation

?

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automated translation isa process that usessoftware to translatecontent from onelanguage to another

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why?do we need to know this

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the world wide web[not the American English web]is the land of opportunity

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in a global marketreaching customerspreviously viewed asout of scope is the goal

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96%of the consumers on Earthdo not live in the US

Source: US Small Business Administration

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but they allspeak English, right ?

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wrong!

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less than 6%of the worldʼs populationspeak English well enough

Source: Nationalencyklopedin

to understand your proseand marketing mumbo-jumbo

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many people whounderstand spoken Englishcannot read English

Source: Wikipedia

in fact, many cannot read at all

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human translationcan be time-consuming and

expensivemany languages arenʼt supported due to lack of resources

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there are over 7,000languages spokenby the people of Earth

Source: Ethnologue

especially when you consider that

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word translated costsabout .25 a wordmultiplied by the number of languages

and that each and every

the average multi-national support 20+ languages

Source: 2010 Web Globalization Report Card

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translated into 22 languages

at .25 a worda 15,000 word document

15,000 X .25 = $3,750 X $82,000

Source: 2010 Web Globalization Report Card

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how?do we get started

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for both humansand machinesrecognize that today you write

our content must be both human- and machine-processable to have maximum ROI

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first for machinesthen for humansrecognize that today you write

if content is not findable (by machine) or accessible (by machine) it doesnʼt exist

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is destined for humansbut machines areof course the content you create

gatekeepers to success

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were developed long before technology

recognize that writing rules

made instant globalcommunication possible

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you learned in grade schoolLanguage Arts classesrecognize that writing rules

are no longer sufficientfor a world in whichLanguage Science is needed

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the vantage point of arules processing engineexamine your content from

and ensure it is optimizedfor machine translationwe do this already by making content conform to standards like RSS

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#2automatedtranscription

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automatedtranscriptionwhat is

?

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automated transcription isa process that usessoftware to translatespeech to text

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why?do we need to know this

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for many of the samereasons automated translationis needed AND the fact that videocontent is not keyword searchablewithout a transcription

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the content locked insideof video is hidden from view• CRM• integration• personalize

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how?do we get started

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use one of severalsoftware providersto create transcriptionsfor your videos and post themalong with your videos

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transcription filescan also be translatedand the translations usedas sub-titles in other languages

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#3terminologymanagement

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terminologymanagementwhat is

?

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terminology managementis the process of controllingthe words you use by organizingthem in a central repositorythat contains a list of approvedterms and rules for their usage

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the goal of terminologymanagement is to ensure thatthe words that are mostclosely associated with yourproducts, services, and brandingare used consistently

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terminology managementefforts result in a controlledvocabulary that is madeaccessible to all who need itacross your organizationas well as partners and service providers

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why?do we need to know this

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terminology managementhelps ensure consistencythroughout your content assetsin both your sourceand you translated content

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terminology managementcan help ensure legal and regulatory compliance, brandconsistency, enhanced content quality

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how?do we get started

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seek guidance from aglobal content strategistto help you craft a terminology management strategy

and look for opportunitiesto standardize your content creation processes

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adopt a terminologymanagement system

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#4adaptivecontent

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adaptivecontentwhat is

?

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adaptive content iscontent that is structuredand designed adapt tothe needs of your customer

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adaptive content changesnot just cosmetically,but also in substanceand in capability

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adaptive content also adaptsto the capabilities of thedevice it is viewed on

if a GPS is available on a handheld device, the content will be ableto take advantage of “location aware” features of the device

automatically, on-demand

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for example, an instructionlike ʻclickʼ on a laptopwould be automaticallyadapted to ʻtouchʼ on asmartphone and ʻsayʼ inan automobile GPS

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why?do we need to know this

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customers demandexceptional experiences;their expectations have changedand they expect you tochange and adapt to their needs

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adaptive contentmakes it possible for you topublish to multiple-platformsand to multiple-devices̶ often, automatically

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adaptive contentis consistently structured,providing a predictablecustomer experience

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adaptive contentis content separated fromformatting information;allowing authors to focuson what they do best

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adaptive contentmakes your contentfindable and reusableby others who need it

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how?do we get started

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adaptive contentinvolves rethinkinghow you create, manageand deliver content; itʼs bestto seek advice from an experienced pro

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there is no EASY button;moving to adaptivecontent involves work,but the pay-off (ROI) canoften be realized in months, not years

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#5componentcontent management

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componentcontent management

what is

?

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component content managementis the creation, administration, organization and governanceof small, discrete, re-usablecomponents of content

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component content managementfocuses on the storing ofcontent components thatare used to assemble documents

component content management systems are designed for this purpose

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components of contentcome in various sizes andtypes and can be as smallas a single word or as large asmany paragraphs

they can be recombined/remixed to create new deliverables

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components of contentcan take the form ofgraphics, hyperlinks orother repurposable content

your company logo, product description, value proposition, link to benefits

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component content managementis about managing contentnot about managing files

content versus files

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contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link

filesemail inviteprinted inviteregistration micrositeprinted programat-event signagevoicemail scripttelephone scriptadvertisingcontracttweet/updateblog postmobile app

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contentdate(s)time(s)topic(s)/title(s)description(s)keywordspresenter name(s)presenter bio(s)sponsor name(s)sponsorship level(s)directionsprice(s)link

usagesamesamesamesamesamen/an/asamevaries (gold, silver, bronze)varies (deliveries)varies (gold, silver, bronze)same

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why?do we need to know this

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structured contentcombined with CCMSsupports personalizedcontent and targeted marketing,increasing response rates

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structured contentcombined with CCMSputs you in control ofyour content and can help yousave BIG $ on translation

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because not all prospectsor customersare the same

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you need componentcontent managementif you need to...

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provide different typesof content to differenttypes of prospects and customers

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re-use content acrossdocuments withoutcopying and pastingthe copy>paste reuse method is the most costly and error-prone

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ensure content isconsistent across alltouch points, channels, and devices

single-sourcing: write it once, use it often is a best practice

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translate contentonce and have itautomatically reflectedwherever it is reusedtranslation savings alone can often provide return on investment

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publish to multipleoutput formatswithout the need formanual interventionformatting content for multi-channel output occurs automatically

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involve a variety ofpeople in the creation,management and deliveryof content to those who need itcomponent content management systems are designed for this task

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how?do we get started

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wait, thereʼsmuch more!

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wirelesselectricitylook out for...

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flexiblesurfaceslook out for...

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wearablecomputinglook out for...

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finalthoughts

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we need content craftspeople,content designers and to mature as a discipline

content engineers to help us shape, refineand grow digital content

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compelling contentexperiences, weʼll have

in order to create

to leverage bothcontent AND code

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start thinking morelike engineers and less

and, weʼll have to

like writers and editors

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The Content Marketing

Futurist

5Revolutionary TechnologiesContent MarketersCan’t Afford To Ignore

aka Scott Abel, The Content Wrangler