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The Content Wrangler

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  • Measuring Content Value and Determining ROI Measuring Content Value and Determining ROI James Goldman, Sr. Manager of Content Strategy at Equinix Recorded: Feb 23 2017 59 mins
    Return on investment (ROI) is a mathematical equation. Determining the value of investments in content can be a tricky proposition. If you can't place a value on your content, you can't do the math.

    Determining ROI not only requires we understand the value of our content—and what it costs to create, manage, and deliver—but it also requires consistency. To make the calculation meaningful, you'll need to ensure you're comparing apples to apples and oranges to oranges.

    Join Scott Abel, The Content Wrangler, and his special guest, James Goldman, Content Strategy Program Lead at Equinix, for this free one-hour webinar. James will examine the need for normalizing measurements, making sense of key performance indicators, and communicating the value of digital content production improvements in ways that are meaningful to management.
  • Creating A Content Framework to Deliver Omnichannel Customer Experiences Creating A Content Framework to Deliver Omnichannel Customer Experiences Joe Gelb, Kevin Nichols, and Ira Gluck Recorded: Feb 16 2017 60 mins
    Customer expectations have changed. Consumers demand a seamless and consistent digital experience with your brand throughout their customer journey, expecting the right information—whenever and wherever they need it—in the language they prefer, on the devices of their choosing. Period.

    B2B buyers also increasingly demand and expect an omnichannel experience, with easy, self-service access to the technical content they need to make a purchasing decision. Those interactions are valuable opportunities to increase engagement with your customers and prospects. They drive up lead conversions and increase overall customer satisfaction.

    Join Scott Abel, The Content Wrangler, for a one-hour discussion with digital industry enthusiast, Kevin Nichols; content delivery guru Joe Gelb; and business content strategist Ira Gluck. We'll discuss the importance of an omnichannel customer journey, the essential role of product content delivery, and the unified content strategy which enables that consistent content and customer experience.

    You’ll learn why omnichannel customers are more valuable, more loyal, and better satisfied than their single-channel content-consuming counterparts. And, you’ll find out what technologies are required to provide exceptional digital customer experiences with content. The panelists will demystify omnichannel gobbledygook, discuss the pros and cons of omnichannel delivery, and take questions from the audience.
  • Holy Trifecta of Global Content Success: Terminology, Structure, and Translation Holy Trifecta of Global Content Success: Terminology, Structure, and Translation Val Swisher, Founder and CEO of Content Rules, Inc. Recorded: Feb 14 2017 56 mins
    The Holy Trifecta of Content is the intersection of managed terminology, structured authoring, and translation memory. If you have these three components of content under control, your content will be easier to read in every language, easier to translation, easier to locate, and easier to create.

    Join Scott Abel, The Content Wrangler, and Val Swisher, Global Content Strategist, and CEO of Content Rules, for this free one-hour webinar. Val will provide information on the Holy Trifecta, how the components work together, and talk about why these are critical factors for successful global content. Val will also cover the options for including services that address each aspect of the trifecta into your service offerings. This webinar is intended for LSPs, content developers, and customers who use their services.

    You’ll leave with an understanding of how terminology, structure, and TM work and how paying attention to all three factors will help your customers provide better content in any language.
  • Bridging Marketing and Operations: Avoiding the Dreaded Silo Bridging Marketing and Operations: Avoiding the Dreaded Silo Erica Haims, Erica Haims Consulting Recorded: Feb 7 2017 55 mins
    We have often heard Marketing and Operation teams (or supply vendors) are seeking ways to improve their communication with each other. There are business and personal advantages to bridging this gap. Marketing and Operations should see each other as partners and allies, not internal adversaries. Silos occur naturally when people work in a vacuum without understanding how their actions impact their other teams or their vendors. Silos are imposed by company structure or self-imposed by the employees themselves. Silos can also be caused by language barriers and cultural differences, or may be imposed for security reasons. 

    Join Scott Abel, The Content Wrangler, and his special guest, Erica Haims, for this free, one-hour webinar. Erica will delve into positive, helpful solutions that benefit everyone by addressing the issues created with Marketing vs. Operations—aka Creatives vs. Resource Suppliers. Erica will share ideas about bridging silos including things like having a liaison who can communicate across teams; sharing best practices between teams, groups, and partners; and creating training materials for on boarding that highlights information regarding your team.
  • Fundamentals of Digital Asset Management Fundamentals of Digital Asset Management Theresa Regli, Managing Partner with the Real Story Group Recorded: Jan 31 2017 60 mins
    Digital Asset Management (DAM) is the art and practice of managing digital media, and more specifically, non-textual assets such as images, brand logos, videos and all things visual. It’s important to understand both the practice & technicalities of DAM, and in particular, what DAM technology is and how it really works.

    Join Scott Abel, The Content Wrangler, and his special guest, Theresa Regli, Principal Analyst and Managing Partner with the Real Story Group, for this free, one-hour webinar. Theresa will walk webinar attendees through the fundamentals of DAM functionality. This webinar is appropriate for those who are new to DAM or end-users of a DAM system who want to have a deeper understanding of the different things a DAM system can do. Theresa will explore DAM functions such as ingestion, storage management, media processing, transformation, transcoding, metadata management, monetization and rights management, workflow, and reporting. At the end of this webinar, you'll have a solid understanding of the core components of DAM success, how to make a business case for DAM, and how DAM fits into the bigger picture of marketing technology.
  • Successfully Marketing to LGBT Audiences Successfully Marketing to LGBT Audiences Thomas Roth and David Paisley, Community Marketing, Inc. Recorded: Jan 26 2017 61 mins
    While single and all-inclusive messages to Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) people can be quite effective, in many ways there is no "LGBTQ community." In some cases, the most authentic and productive connections are made when segments within the community are recognized and addressed. Some companies and organizations may be able to be all things to all LGBTQ people, and for those companies, a singular message may suffice. But for most, that approach will not yield maximum results.

    Join Scott Abel, The Content Wrangler, and his special guests from Community Marketing & Insights (CMI), for this free one-hour webinar. CMI President Tom Roth, and Research Director, David Paisley, will lead this discussion. Tom and David will inform participants about the differences within the LGBTQ communities from a research and outreach perspective, and how to successfully connect with the communities that present the best "match" for their products and services.

    Webinar participants will obtain a high-level understanding of “LGBTQ” as a market; gain insights into nuanced differences within LGBTQ market segments; and learn how to authentically approach appropriate LGBTQ segments, and successfully leverage these opportunities into results.
  • Content Strategy Lessons Learned from the Enterprise Trenches Content Strategy Lessons Learned from the Enterprise Trenches Eeshita Grover, Senior Manager, Technical Communications at Cisco Recorded: Jan 24 2017 57 mins
    Content strategists are critical to business success. In addition to helping organizations create relevant content, they often are called upon to help spot content production bottlenecks, improve authoring performance, detect existing content challenges, and develop plans for content overcoming content creation, management, and delivery challenges. They're the connective tissue between the organization, its content development teams, and the communication products provided to both prospects and customers alike.

    Join Scott Abel, The Content Wrangler, and Eeshita Grover, Senior Manager, Technical Communications at Cisco, for this free, one-hour webinar about the evolving role of the enterprise content strategist. Attendees will learn what makes a successful content strategist, how the role fits into an organization, and how content strategists  can impact the customers they serve. Key takeaways include a discussion about the various skills required to become a content strategist, the tools necessary for planning a content strategy, and how to build buy-in for content strategy projects with upper-level management.
  • Reader-First Content with Author-First Workflows Reader-First Content with Author-First Workflows Mathias Maul, Chief Shrink at The Content Shrinks Recorded: Jan 17 2017 58 mins
    Your content, being a proxy for direct human interaction, needs to be authentic to reach its desired goals. But good luck trying to inject authenticity into the highly volatile team workflows that govern today's daily grind of sales, marketing, and public relations departments. Methods to make the recipient *believe* that content is authentic are like a crutch. Do not focus on creating authentic content. Instead, help your content creators become more authentic in what they do and who they are, and much of the rest will come naturally.

    Join Scott Abel, The Content Wrangler, and his special guest, Mathias Maul, Chief Shrink at The Content Shrinks, for this free, one-hour webinar. You’ll gain valuable insights into your daily business operations that can help you devise and implement author-first workflows. You will learn how to coach your content teams to become the best at what they do and understand how to enhance communication between the various voices inside your content creators’ heads.
  • Unscheduled Downtime Costs More Than Predictive Maintenance Unscheduled Downtime Costs More Than Predictive Maintenance Berry Braster, Sales Director of Technical Documentation Services at Etteplan Recorded: Jan 11 2017 48 mins
    For many manufacturers, the service (aftermarket) business is currently growing at twice the rate of other business units. However, the cost of service is very high, and maintenance issues are often also managed inefficiently. In a traditional model, the service engineer would first need to make a trip to the site, inspect the problem, order spare parts, and go back a second time to perform the maintenance. Such a call may cost several hundred dollars. Research has found that it takes a service engineer up to 50% more time to troubleshoot an issue, as maintenance information is often out of date, or difficult to find, use or understand because delivery is in the form of complex, ambiguous, or poorly translated information in lengthy PDF files.

    Industrial Internet of Things (IoT) enables manufacturers to collect, analyze, and capitalize on machine data, which changes the whole process of service—from early detection for predictive maintenance, to maintenance as a service and an entirely new revenue stream.

    Join Scott Abel, The Content Wrangler, and his special guest, Berry Braster, Sales Director of Technical Documentation Services at Etteplan, for this free, one-hour webinar. During this program, the discussion will center around how companies are adopting IoT to improve their service, reduce costs and downtime, and turn the customer experience into a center of excellence.

    Attendees will learn what content creators need to know about IoT to help their business create new revenue streams; why content is a key element to predictive maintenance and service strategies; and how to make content more engaging to end users who are increasingly wanting an experience vs. the traditional model of content delivery.
  • Content in Motion: How to Make Movement Count Content in Motion: How to Make Movement Count Shelly Bowen, Chief Content Strategist for Pybop, LLC Recorded: Jan 10 2017 60 mins
    We all know that an important aspect of content strategy is context: Who will see your content? Why will they care? On which device? On which platform? In what color and size? Narrated or text? The meaning, and often the attraction and retention of a message, relies heavily on context.

    And now, with the gamut of simpler plugins, apps, and tools, we’re also managing motion. Or at least, we should be. Motion can come in many forms, from video to animation to responsive design. As content strategists, or people who manage content and effective communication, we can’t leave motion solely up to the designers and developers. With a little proactive planning and some collaboration, we can make motion support our content strategy.

    Join Scott Abel, The Content Wrangler, and his special guest, Shelly Bowen, Chief Content Strategist for Pybop, LLC, for this free one-hour webinar. Shelly will discuss how to determine whether motion is supporting or distracting from your content strategy goals. She will give examples of how incorporating motion can improve experience and results, and help the audience to understand how motion can trigger an emotional response.

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