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Unified Content Strategy: How To Make Product Content Work For You

If you want your product content to work for you (rather than the other way around), you need a content strategy. In fact, you probably need a Unified Content Strategy -- a three-pronged approach that empowers you to do just about anything with your product content.

Join me, Scott Abel, The Content Wrangler, for a free, one-hour webinar with content strategy maven, Regina Lynn Preciado. Regina will discuss the need for a flexible, forward-looking content strategy. You'll learn what a Unified Content Strategy is, why it’s important, and five things you can do to start working toward a more strategic approach to product content.

ABOUT OUR GUEST

Regina Lynn Preciado is a content strategy consultant who helps companies transform how they organize, manage, and leverage content. From the dot-com boom of the ‘90s to today’s demand for intelligent, global, mobile-friendly content, Regina has helped dozens of organizations make content work for people (instead of the other way around).

“I’ve worked with projects of all sizes, from sole proprietors to large international enterprises, and have found that a unified content strategy is scalable for any size organization -- the principles and the purpose remain the same,” – Regina Lynn Preciado

Regina is a senior consultant with Content Rules, Inc., the only licensed provider of The Rockley Method™ unified content strategy.
Recorded Mar 7 2017 62 mins
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Regina Lynn Preciado, Content Strategy Consultant
Presentation preview: Unified Content Strategy: How To Make Product Content Work For You

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  • Improving Customer Experience: The Content Optimization Maturity Model Sep 26 2018 5:00 pm UTC 60 mins
    Val Swisher
    The key to providing a great customer experience is having great content. Content optimization is about making sure your content performs at its best. Content sells, describes, and evangelizes your product or service. In many cases, it is your product or service.

    Val will help you identify which content optimization stage you are in and how to take your content to the next level.

    In this webinar, you will learn to:

    • Improve customer experience
    * Increase quality and consistency
    * Improve your brand
    * Decrease creation and translation costs
    * Improve time to market

    Get your questions ready and we hope to see you there!
  • The Tale of the Structured Closet: How Structured Content Saves Time & Money Recorded: Aug 30 2018 61 mins
    Val Swisher
    This webinar introduces the basics of structured authoring. We will discuss what structured authoring is, how it differs from unstructured writing, the tools you need to support it, and more. If you don’t know what structured authoring is, or if you have lingering questions about the topic, this webinar is for you.

    What you will learn:
    * The differences between unstructured writing and structured writing
    * How to organize structured content
    * What a taxonomy is and how to use it
    * How structured content separates text from format
    * How translation works in a structured environment
  • Man Versus Machine for Editing Content Recorded: Jul 26 2018 54 mins
    Val Swisher
    With the continued development of natural language processing (NLP), there are more software applications, doing more types of editing, than ever before. We will cover how an NLP works, editing tasks best done by a machine, and instances where only a trained human editor will really get the job done.

    In this talk, learn more about:

    * What is a natural language processor and how does it work?

    * What types of editing are done best by an NLP?

    * What types of editing are best saved for people?

    * How to use both machine editing and human editing to your best advantage
  • The Future of Content: The Content Professional’s Primer to AI & Chatbots Recorded: Jun 28 2018 60 mins
    Val Swisher
    Join subject matter expert, Val Swisher, for a highly illuminating and thought-provoking exploration into artificial intelligence (AI) and its potential impact on the future of content.

    In this talk, learn more about:

    * How, at its heart, AI is a sophisticated natural language processor.

    * The synergy between content management/taxonomies and training AI natural linguistic patterning.

    * How content management is critical to AI effectiveness in data mining dark content and determining future applications such as virtual agents and chatbots.
  • Holy Trifecta of Global Content Success Recorded: May 30 2018 52 mins
    Val Swisher
    Technical communication professionals revolutionized the publishing world with the introduction of structured writing and intelligent content. By adopting innovative methods, approaches, and content standards, we were able to craft and deliver content to multiple channels quickly, often with reduced effort and cost. And, we’re not done yet.

    When technical content is required for global audiences, intelligent content alone is not enough to tackle the obstacles multilingual content introduces. Combining structured intelligent technical content, terminology management, and translation memory together can solve these challenges. We call this the Holy Trifecta of Intelligent Technical Content. When all three of these are leveraged together, we can produce consistent content that is on-brand, on-message, and easy to read in every language.

    In this session, attendees will learn:

    * A clear description of intelligent content, terminology management, and translation memory

    * An understanding of how they are interrelated and why they are important to technical communication projects

    * A game plan for coordinating all three in order to create intelligent content that works, all the time, on any device, in any language
  • Improving Customer Experience: The Content Optimization Maturity Model Recorded: Apr 26 2018 57 mins
    Val Swisher
    The key to providing a great customer experience is having great content. Content optimization is about making sure your content performs at its best. Content sells, describes, and evangelizes your product or service. In many cases, it is your product or service.

    Val will help you identify which content optimization stage you are in and how to take your content to the next level.

    In this webinar, you will learn to:

    • Improve customer experience
    * Increase quality and consistency
    * Improve your brand
    * Decrease creation and translation costs
    * Improve time to market

    Get your questions ready and we hope to see you there!
  • The Tale of the Structured Closet: How Structured Content Saves Time & Money Recorded: Mar 14 2018 61 mins
    Val Swisher
    This webinar introduces the basics of structured authoring. We will discuss what structured authoring is, how it differs from unstructured writing, the tools you need to support it, and more. If you don’t know what structured authoring is, or if you have lingering questions about the topic, this webinar is for you.

    What you will learn:
    * The differences between unstructured writing and structured writing
    * How to organize structured content
    * What a taxonomy is and how to use it
    * How structured content separates text from format
    * How translation works in a structured environment
  • System Without a Strategy? Diagnosing Content Management Problems Recorded: Sep 26 2017 60 mins
    Regina Lynn Preciado
    You bought the content management system, you migrated your content into it, and you might even have implemented DITA. So why is your content management such a mess? Content management projects have a way of sprawling into content un-management, especially if your organization started with a system but did not have a strategy.

    There are several areas in which content management can become content “manglement.” The good news is, you’re already thinking in terms of managing your content, and chances are you can get things back on track.

    Join me, Scott Abel, The Content Wrangler, for this free, one-hour webinar along with my special guest, Regina Preciado, a content strategy consultant who helps companies transform how they organize, manage, and leverage content. Regina will take a look at what went wrong—and help you come away with a plan for diagnosing your specific content management issues, and how to start treatment. Regina will talk about where things are most likely to get messy; how to figure out what’s really gone wrong—it’s (probably) not “everything,” and the steps you can take immediately to diagnose—and start treating—your specific content situation.
  • Automation for Medical Device Content: Cost and Risk Management Recorded: Mar 9 2017 51 mins
    Marc Miller, Division President, Transperfect Medical Device Solutions
    Changing regulatory requirements, combined with increasing content volumes and channels, and antiquated processes have sharply increased costs and risks for medical device manufacturers. Estimates put the industry’s total “cost of content” at over $3 Billion world-wide—not including the costs of compliance risk.

    Now, solutions built on structured content and process automation technologies are delivering a 30-40% cost and turnaround reduction (and 50% reduction in risk) for manufacturers such as GE Healthcare and Stryker.

    Join me, Scott Abel, The Content Wrangler, for a discussion with Marc Miller of Transperfect Medical Device Solutions, about where content costs and risks may be hiding in your medical device content production process. Marc will discuss the technologies that can help you manage the challenges, and he will talk briefly about the strategies you’ll need to employ in order to take advantage of the next wave of content technology innovation.
  • The Importance of Governance in Regulated Content Recorded: Mar 9 2017 60 mins
    Charles Cooper, VP of The Rockley Group
    Governance is not a ‘four-letter word,’ but in many organizations, it is often regarded as such. It’s viewed as restrictive, and therefore reducing the ability of the content creator be creative. It’s seen as slowing down the creative process and introducing unnecessary roadblocks to producing content. In reality, it provides clarity to everyone in the content creation cycle, improves content quality, and reduces risk.

    Join Scott Abel, The Content Wrangler, and Charles Cooper, VP of The Rockley Group, for this free one-hour webinar. In this session, Charles will explain the need for governance when creating content for a regulated industry, explain how governance can streamline the process for content creators, and identify the benefits of introducing the “right amount” of governance.
  • Addressing the Challenges of Harmonization in Medical Device Content Recorded: Mar 9 2017 60 mins
    Ann Rockley, President of The Rockley Group
    Harmonization of medical device content involves reusing existing content within and across product families. The concept of reuse is fairly straightforward, but not in a regulated environment. Content is approved for a particular device so you can’t just change the content as desired.

    Join Scott Abel, The Content Wrangler, and Ann Rockley, President of The Rockley Group, for this free one-hour webinar. In this session, Ann will discuss how to address the challenges of content harmonization including regulatory requirements and approvals, translation, and cultural change.
  • Five Steps to Consistent Language Across Your Organization Recorded: Mar 8 2017 57 mins
    Richard Sikes, Content Rules
    Many organizations underestimate the importance of linguistic consistency. Ensuring consistency is critical, especially when a company is attempting to communicate to prospects and customers around the globe. Linguistic inconsistencies in corporate and product content can damage reputation, create confusion, trigger compliance problems and more.

    There are five best-practice steps that you can take to mitigate linguistic risk while also lowering costs for support and reducing the need for damage control. These best practices also help lower the cost of translation.

    Join me, Scott Abel, The Content Wrangler, and my guest, localization expert, Richard Sikes, for a free, one-hour webinar examining these five steps in detail. You’ll learn why terminology management should be part of every global content strategy. You'll discover how the five steps can help you formulate a terminology management strategy, and you'll understand the role maturity and sophistication play in ensuring you terminology management project is a big success.
  • Global Content Integration Challenges And How To Overcome Them Recorded: Mar 8 2017 52 mins
    Diana Ballard, STAR USA
    Challenges are mounting to bring everyone into the same conversation—the one with your customers. As digital and real-world experiences collide and compete, it has never been more important to speak with a unified, personal voice in the language of your audience.

    Transforming how we communicate from vicious to virtuous circles requires globalization be woven into strategic and tactical efforts at every level within the organization.

    Join me, Scott Abel, The Content Wrangler, and my special guest, global content expert, Diana Ballard, as we examine five challenges that get in the way of global content success.

    You’ll learn why global content integration is a test of your business agility and determines how successful you’ll be on the international stage.

    ABOUT OUR GUEST

    Diana Ballard is B2B globalization consultant and translation/localization expert on a 30-year pursuit to unify the end-to-end information lifecycle—from design to delivery, Diana is armed with a passion for connecting with customers with content in the language of their choosing—their own.
  • To Win the Latino Community, Speak to Their Hearts In Their Own Language Recorded: Mar 8 2017 57 mins
    Fabiano Cid, Managing Director of Ccaps Translation and Localization
    The U.S. Hispanic population reached 57 million in 2015, accounting for 17 percent of the nation’s total population. From 1990 to 2017, their purchasing power went from 0.21 to 1.7 trillion dollars. And yet, the current administration wants to throw them back over a soon-to-be-built wall.

    Despite their incalculable contributions to the US culture, politics, and economy, these men and women all over the country feel rejected, diminished, and abandoned by the very people who should protect them. Whether you have a humanitarian motivation, are aiming at financial goals, or are driven by a combination of both, Hispanics are ready to talk to you—right now! But can you get to their brains, touch their souls, and speak in a language that will gain their trust?

    Join me, Scott Abel, The Content Wrangler, and my friend and peer, translation and localization expert, Fabiano Cid, for a free, one-hour webinar. You’ll discover how understanding the fundamental distinctions between Latinos, Hispanics and Latin Americans—as well as the linguistic differences of variants of the Spanish language—can help you communicate in valuable ways. You’ll find out what things to bear in mind when generating, or translating, content for a Hispanic audience. You’ll see examples from both successful marketing campaigns—and flopped attempts. And, you’ll learn from an expert in all things Latin American how to speak to this community and win their hearts—because this is where all their decisions are made.
  • Driving Continuous Delivery of Global Content Recorded: Mar 8 2017 59 mins
    Dave Ruane of Xplanation, and Joe Gelb of Zoomin Software
    Continuous delivery has become an umbrella term for any regular and repeatable content and product development process that has an agile approach under the engine. For some organizations, continuous delivery is cycled daily, and content gets checked in, picked up, and published every day. In other cases, the content is only published when appropriate exit criteria are met.

    More often than not, continuous delivery practices are driven by customer experience strategies. In simple terms, organizations want content consumers to have the right content when they need it. Evolving continuous delivery practices means progressively reducing the lag time for content time-to-market.

    To do this well, each content drop point has to be easy to globalize in context, source language, and the transport media. How do organizations do this? What are the current challenges with this process? And why is it important for content professionals?

    Join me, Scott Abel, The Content Wrangler, for this free, one-hour webinar on March 8 at 8 am PT. My guests will be Dave Ruane, Enterprise Business Development Director for EMEA at Xplanation, and Joe Gelb, President of Zoomin Software.

    You’ll learn why some of the world’s biggest brands are leveraging a repeatable, systematic and streamlined approach to content production that helps them drastically reduce costs and time-to-market and deliver global content continuously. You'll discover what steps you'll need to make to get started. And, you’ll have the opportunity to ask questions of the panelists.
  • Blueprint for Success: Selecting Technologies To Manage Global Content Recorded: Mar 7 2017 58 mins
    Andrew Lawless, President, Team Lawless
    Are you confused about the many options for managing global content between your content management system, marketing automation platform, and translation technology? And most importantly, are you concerned about the impact on the user experience for both the content manager and in-country reviewer?

    Imagine yourself in a work environment where you can focus on everything that matters when managing global content. All the clutter is gone. No cutting and pasting of language content. No emails. No PDF reviews. No quality complaints from your in-country offices. Instead, you give all your attention to developing strategies, new product introductions, and innovating your processes.

    Join me, Scott Abel, The Content Wrangler, and my guest, Andrew Lawless, for a free, one-hour webinar designed to help you select the right tools to manage global content efficiently and effectively.

    Attendees will learn a technology selection planning exercise that provides complete clarity on how to automate global content production from end-to-end. You'll discover the key solutions for a fully automated localization process from content authoring to translation, in-context review and publishing. Equally important, you will hold in your hands a technology blueprint for success.

    ABOUT OUR GUEST

    Andrew Lawless is a best-selling author and leading consultant to US businesses that generate $2.4 trillion of revenue each year by selling their services and products abroad. Andrew teaches masters programs on localization project management at University of Maryland and launched Lawless Guides, an online learning platform that provides training to managers of international products, projects and programs.
  • Boxing and Unpacking Content For A Digital Migration Recorded: Mar 7 2017 55 mins
    David Hobbs, David Hobbs Consulting
    Website improvement projects are often undertaken because they come with the promise of dramatically increasing business results. The way in which we tackle these projects—and the approaches we choose to use—determine whether our efforts will yield improvements or not.

    Migrating web content from one system to another can be challenging. To be successful—and to get the results we seek—it’s best to start with a plan.

    Join me, Scott Abel, The Content Wrangler, and my guest, David Hobbs, for a free, one-hour webinar designed to help you plan for a website content migration. Attend this session to discover why web content migration planning should start from the perspective of quality. Learn why boxing—and unpacking—content can help us achieve desired results. And, find out why, unlike a house move, we often need to unpack the content during a content migration project.

    ABOUT OUR GUEST

    David Hobbs helps organizations that want higher-impact digital presences, especially those ready to take on silos and otherwise disconnected site visitor experiences. These types of complex, high-impact changes require early visioning and buy-in (a “build it and they will come” approach won’t work). David works with organizations on early strategy as well as how to achieve the content needed on the new site (including migration and rollout planning).

    David has a Master’s in Computer Science and started his career as a C programmer. Before the web took off, David lived in a mud hut in Chad working with trash-collection and water-distribution system community groups.
  • Unified Content Strategy: How To Make Product Content Work For You Recorded: Mar 7 2017 62 mins
    Regina Lynn Preciado, Content Strategy Consultant
    If you want your product content to work for you (rather than the other way around), you need a content strategy. In fact, you probably need a Unified Content Strategy -- a three-pronged approach that empowers you to do just about anything with your product content.

    Join me, Scott Abel, The Content Wrangler, for a free, one-hour webinar with content strategy maven, Regina Lynn Preciado. Regina will discuss the need for a flexible, forward-looking content strategy. You'll learn what a Unified Content Strategy is, why it’s important, and five things you can do to start working toward a more strategic approach to product content.

    ABOUT OUR GUEST

    Regina Lynn Preciado is a content strategy consultant who helps companies transform how they organize, manage, and leverage content. From the dot-com boom of the ‘90s to today’s demand for intelligent, global, mobile-friendly content, Regina has helped dozens of organizations make content work for people (instead of the other way around).

    “I’ve worked with projects of all sizes, from sole proprietors to large international enterprises, and have found that a unified content strategy is scalable for any size organization -- the principles and the purpose remain the same,” – Regina Lynn Preciado

    Regina is a senior consultant with Content Rules, Inc., the only licensed provider of The Rockley Method™ unified content strategy.
  • Product Content: The Hidden Gem in the Content Marketer’s Tool Kit Recorded: Mar 1 2017 56 mins
    Mary Laplante, Digital Clarity Group
    Content marketing and customer experience management are business practices that go hand-in-hand. You can’t deliver a great experience that engages customers without content that engages them. And you can’t win long-term loyalty and advocacy if you only engage them at the start of your relationship. That's why the most effective content marketing programs engage customers across their entire relationship with your brand—from marketing through sales through service.

    Join me, Scott Abel, The Content Wrangler, and my special guest, Mary Laplante, Vice President of Client Services at Digital Clarity Group, for a lively session about product content and its role in connecting prospects and customers to revenue.

    Attendees will learn how content marketers can reach deeper into their tool kit and put existing product content to effective use. Data sheets, product specifications, documentation, support information, training materials—this content about your brand’s products and services—can be invaluable when prospects are making the decision to become customers. Don’t leave these hidden gems at the bottom of your content marketing toolbox.

    ABOUT OUR GUEST

    Mary Laplante is Vice President for Client Services at Digital Clarity Group, a research and advisory firm focused on the content, technologies, and practices that global companies use to deliver great customer experience. Mary has spent her entire career in and around content management in its broadest sense. Her experience includes management and executive positions at several industry-leading specialty research and advisory firms.

    Most recently, she was vice president and practice leader for custom research and consulting at Outsell, Inc., a company focused on the markets for monetized content.

    Brought to you by: Acrolinx—the only software that can “read” your content, score it, and guide you to make it better — and better content means better business results. www.acrolinx.com
  • Measuring Content Value and Determining ROI Recorded: Feb 23 2017 59 mins
    James Goldman, Sr. Manager of Content Strategy at Equinix
    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.
The Global Content Channel
Monthly live webinars and periodic videos covering topics including cotnent strategy, global content strategy, content creation, writing, illustration, and how to make sure your content is optimized for all audiences.

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  • Presented by: Regina Lynn Preciado, Content Strategy Consultant
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