Category Archives: Content Marketing

The Path Forward Is Clear, If We Look To The Past

Content as a corporate strategic asset is at a similar stage to that of where factorization of goods production was during the maturity of the industrial revolution. What do I mean by this? Look at the way content was created in commercial entities just a couple of decades ago versus now. There is a parallel with pre- Industrial Revolution goods production in which manufacturing moved from a single craftsman building -producing one good at a time in a cottage industry- to large factories using machine automation to increase volume.

Let’s take a closer look

I remember the miracle of MultiMate and PageMaker. I was liberated to create content that I could edit and reuse. This was low hanging fruit of productivity gains. Other Authoring and Desktop Publishing packages came along, but content was still mostly hand crafted. Document Management systems started to popularize content Automation and workflow. SGML, XML and Component Content Management Systems furthered us down this path.

Most commercial entities build content with efficiency in mind, so lowering language translation costs to service a greater number of markets is a popular driver. There are many solutions for managing Language Translation and Memory efficiently. Most executives get excited about expanding markets and revenue, this is an easy concept to sell.

Anything Can Flow Through Plumbing

We have done a fairly good job at building the plumbing to deliver content as needed. We now have the automation to build content similar to the way we built factory goods before the introduction of the Japanese and German quality movements.

There are some enterprises that have moved past the mere creation of content for content sake, to “How do we use Linguistic Rules Based automation solutions to target prospect personas, brand alignment and content repurposing across silos and disciplines.”

The Content Era

We are at the beginning stage of “The Content Era”, where content is a strategic asset that can differentiate brands, increase margins and build customer loyalty. Look to the past and see the trending future.

Now we need to communicate the path forward to Executives that control the fate of their enterprises. Changing times expose huge opportunities.

Being an Executive in the Content Era

Are you responsible for profit and loss (P&L) for your group? Do Engineering, Sales, Marketing, and Support report to you? If so, then you know that driving revenue growth while simultaneously controlling expenses is the true path to the Promised Land.

I’m sure you also hear over and over again that customer satisfaction and overall experience is the key to retaining your customer base. You’ve probably also seen the statistics about how much it costs to acquire new customers.

One simple way to drive all of these goals effectively is to utilize already existing, cost-side processes to create a delightful customer experience – but where to start?

You may not know this, but you most likely also have a documentation group that reports through to you. Why is this important though? Are they a cost that should be trimmed? Well, not exactly.

As an executive, you’re charged with the success of the goods you create and the services you provide. But if we flip things around, you’re also a consumer of various products and services in your private life as well. You probably have a smartphone, a tablet, a laptop, and access to high speed internet on all of these devices. Before making a personal purchase, do you do your own research about a product or service before speaking with a salesperson? I know I do – and we’re certainly not alone. According to Forrester Research, 60 to 90 percent of a consumer’s buying decision is already made before engaging with a vendor. Buyers are looking at blogs, company websites, and post-sales content such as user manuals and support documentation.

As a result, it’s important to ensure a seamless experience across all touch points a prospect could encounter. Some of the ways you can ensure this is by having your documentation group curate blogs, align content with your brand’s personality, and create high-value, relevant content that stands out from the rest of the noise. Leverage your content creators in new ways across all content within your scope.

Being an executive in the Content Era means understanding that content is a valuable strategic asset that should be managed and taken advantage of.

Free Webinar By Tom Aldous – Conquering Globalized Content with Acrolinx and FrameMaker 12

Come join me as I present the Adobe hosted Free Webinar -

Conquering Globalized Content with Acrolinx and FrameMaker 12

December 09, 2014

Free REGISTRATION


DESCRIPTION

In today’s market, globalized content that is translation/localization ready is more important than ever.

Join Tom Aldous in this session to see a revolutionary new way to help automate the creation of “world-ready” source content that will eliminate dozens of translation/globalization headaches, and reduce project time and costs.

As an added benefit, you’ll also be shown how this unison of tools can make your content more findable, readable, and engaging – increasing the growth and retention of your customer base.

And how do you gain competitive advantage in the Content Era?

Because of the vast quantity of content available and its critical importance to satisfying customers, we have now entered the Content Era: a time when companies’ success or failure increasingly hinges on the quality of their content.

So how can you make your content stand out? And how should companies align their marketing and tech­nical content so that they speak with one voice to their prospects and customers?

And how do you gain competitive advantage in the Content Era?

In this eBook, we answer these questions, share best practices for creating great content, and point you to technology that can help streamline the process and make it more efficient.

Download this eBook to learn how to create great content.

My General Session Presentation At Lavacon 2014

 Register For The Conference


Date: October 15, 2014 at 11:30am – 12:30pm PST
TechComm 2020: Get Ready to be Part of the Content Era
We’re facing fundamental change in tech comm: not just how we do what we do, but also why we do what we do. Tech comm is not just about customer support anymore; it’s also driving revenue. Buyers look for technical content before they buy. And they don’t want to just passively consume it, they also want to interact with it—and with us. There’s something even larger at work here: we’ve entered a new era where companies build relationships with buyers through content—both marketing and technical content. On the marketing side, this new era has led to the explosive rise of content marketing. But technical content can play a role in content marketing too—perhaps even a more important role than marketing content. This role won’t just be handed to you; you’ll have to fight for it. This session will discuss how to win that fight.

About Thomas Aldous
Acrolinx
thomas aldous As a decades-long veteran of the TechPubs industry, Tom utilizes his vast knowledge of content development and management to guide Acrolinx’s vision and accelerate its growth as a champion of content optimization. Tom has a keen gift for anticipating trends and fully leveraging new opportunities that appear on the horizon. Working in his capacity as a leader of global operations, Tom’s focus is on driving sales and demand generation. He previously served as the Director of TechCom Business Development and Evangelism at Adobe Systems, Inc. Before that, he was the President of Integrated Technologies, Inc. for over 20 years.

Acrolinx Day at LavaCon 2014

Acrolinx
Hear industry experts speak about the changing role of TechComm and its importance in the customer experience.Date:                    Sunday, October 12th
Time:                    1-5pm PT
Location:             Hilton Portland and Executive Tower

Presenters:

  • Scott Abel, The Content Wrangler
  • Chip Gettinger, VP Solutions, SDL
  • Barbara Inge Karsch, BIK Terminology

Scott Abel SChip Gettinger Barbara Inge Karsch

This free, thought leadership event is open to the public, and we encourage you to join us for lively discussions.

Register ButtonRegister for Acrolinx Day at LavaCon 2014.

Attendance is free!

Acrolinx Recognized as KMWorld Trend-Setting Product for Third Year in a Row

Santa Clara, CA – August 21, 2014 – Acrolinx, a leading provider of content optimization software, announced today thatKMWorld has named Acrolinx one of its Trend-Setting Products of the Year for 2014. This is the third year in a row that Acrolinx was given this honor.

Hugh McKellar, editor in chief of KMWorld magazine, said, “Acrolinx 4.0 was selected by the panel because it demonstrates thoughtful, well-reasoned innovation and execution for the most important constituency of them all: the customer.”

Acrolinx offers linguistic analytics software that guides writers to create more findable, readable, and engaging content. Its capabilities allow organizations to: 1) set up their standards for tone of voice, readability, terminology, branding, and SEO keywords; 2) work within their authoring tools to assess their content and suggest improvements; and 3) produce comprehensive analytics to help executives and managers monitor and improve their content quality and development processes.

Kumar Vora, CEO of Acrolinx, commented that, “We’re in an era where high-quality content matters more than ever to attract, retain, and delight customers. To rise above the noise, companies need to take advantage of every opportunity. We’re proud that KMWorld magazine has recognized that our software fills a unique role in helping companies consistently deliver superior content.”

About KMWorld
KMWorld (www.kmworld.com) is the leading information provider serving the Knowledge Management systems market and covers the latest in Content, Document and Knowledge Management, informing more than 40,000 subscribers about the components and processes – and subsequent success stories – that together offer solutions for improving business performance. KMWorld is a publishing unit of Information Today, Inc. (www.infotoday.com)

About Acrolinx

Acrolinx technology helps the world’s best companies speak with one voice – with content that’s more findable, readable, and engaging. Our content optimization capabilities help companies like Adobe, Dell, Cisco, IBM, Philips, and Siemens align, enhance, and enrich their marketing and technical information. Built on a powerful linguistic analytics engine, our technology helps our customers stand apart from their competitors by delivering content with greater warmth, readability, and conciseness. Learn more at www.acrolinx.com.