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Why Companies Fail (And How You Can Succeed) at Personalization

Content personalization - delivering the right content, to the right person, on the right device, at the right time, in the right language - has become a corporate imperative for companies large and small. According to Infosys, 86% of consumers surveyed indicated that personalized content has some impact on what they purchase and 25% said that personalization plays a large role in their purchases.

And yet, looking at the data, two things stand out: 1) Most companies say that personalizing the customer experience is a critical “must have,” and they have the statistics to back it up. 2) Very few companies believe they are delivering enough personalized content, or deliver it well.

Join Val Swisher, CEO of Content Rules, to learn about The Personalization Paradox. What’s holding these companies back from their personalization goals? And how can you avoid the pitfalls and make your personalization possible with your own enterprise content?

In this webinar, you will learn:

• Why personalized content is imperative to the enterprise
• Why so many companies fail to deliver
• The five dimensions of creating personalizable content
Recorded Jun 18 2020 52 mins
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Presented by
Val Swisher
Presentation preview: Why Companies Fail (And How You Can Succeed) at Personalization

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  • Oversee Your Outputs: The Personalization Paradox #5 Dec 10 2020 6:00 pm UTC 60 mins
    Val Swisher
    When most companies start to design their personalization strategies, they think about the output. It appears to make perfect sense -- after all, that’s where the personalization happens. But it’s also the reason most personalization strategies fail. You simply cannot provide personalized customer experiences at scale if you start from the end.

    Join Val Swisher, CEO of Content Rules, to learn how to manage your outputs to provide the right content to the right person at the right time.

    In this webinar, you will learn:

    The difference between delivering documents and delivering experiences
    The 3 types of outputs every enterprise should provide
    The role of automation in delivering content
  • Curate Your Components: The Personalization Paradox #4 Nov 19 2020 6:00 pm UTC 60 mins
    Val Swisher
    Components are where all of the work you’ve done so far to manage your words, sentences, and paragraphs come together to create a customer experience. Only by creating small, reusable content components (and tagging them correctly), can you make sure that only the right pieces of content are delivered to the right person, at the right time.

    Join Val Swisher, CEO of Content Rules, to learn how curating your components can have a big impact on how personalizable your content is.

    In this webinar, you will learn:

    Why componentized content is a requirement for personalization
    The 3 biggest pitfalls of componentized content (and how to avoid them)
    What an enterprise component eco system really looks like
  • Polish Your Paragraphs: The Personalization Paradox #3 Sep 17 2020 5:00 pm UTC 60 mins
    Val Swisher
    A paragraph is that combination of words and sentences that give your content its voice. In a world of personalization at scale, any inconsistencies in voice become very apparent to your customers.

    In the previous webinars, you learned about watching your words and styling your sentences. Join Val Swisher, CEO of Content Rules, to learn how polishing your paragraphs can have a big impact on how personalizable your content is and how to get started.

    In this webinar, you will learn:

    How voice impacts all content (hint: it’s not just for marketing)
    Why it’s important to manage voice
    How to manage voice across the enterprise
  • Style Your Sentences: The Personalization Paradox #2 Aug 20 2020 5:00 pm UTC 60 mins
    Val Swisher
    Join Val Swisher, CEO of Content Rules, to learn how managing your sentences can have a big impact on how personalizable your content is. It doesn’t matter if you are writing content for marketing, technical documentation, or education. To deliver personalized content at scale, you need to manage style and grammar so that content flows seamlessly throughout the customer journey.

    In this webinar, you will learn:

    Why to manage style and grammar
    What to manage and what to let go
    Push vs. pull methods for effective sentence management
  • Watch Your Words: The Personalization Paradox #1 Jul 16 2020 5:00 pm UTC 60 mins
    Val Swisher
    Join Val Swisher, CEO of Content Rules, to learn how even the smallest building block of content -- a single word -- can have a big impact on how personalizable your content is. If you’re not paying attention to terminology, you simply cannot provide the seamless experience your customers want to have.

    In this webinar, you will learn:

    How enterprise terminology impacts personalized content
    What terms to manage
    Methods for effective terminology management
  • Why Companies Fail (And How You Can Succeed) at Personalization Recorded: Jun 18 2020 52 mins
    Val Swisher
    Content personalization - delivering the right content, to the right person, on the right device, at the right time, in the right language - has become a corporate imperative for companies large and small. According to Infosys, 86% of consumers surveyed indicated that personalized content has some impact on what they purchase and 25% said that personalization plays a large role in their purchases.

    And yet, looking at the data, two things stand out: 1) Most companies say that personalizing the customer experience is a critical “must have,” and they have the statistics to back it up. 2) Very few companies believe they are delivering enough personalized content, or deliver it well.

    Join Val Swisher, CEO of Content Rules, to learn about The Personalization Paradox. What’s holding these companies back from their personalization goals? And how can you avoid the pitfalls and make your personalization possible with your own enterprise content?

    In this webinar, you will learn:

    • Why personalized content is imperative to the enterprise
    • Why so many companies fail to deliver
    • The five dimensions of creating personalizable content
  • DITA Satisfaction: Preparing for Success Recorded: Mar 11 2020 49 mins
    Rob Hanna, Val Swisher & Scott Abel
    Join Scott Abel, The Content Wrangler, for a discussion with content strategy gurus Rob Hanna (Precision Content) and Val Swisher (Content Rules) about the findings from the 2020 DITA Satisfaction Survey. Rob and Val will explore several of the trends uncovered in the report and their impact on satisfaction in technical documentation shops that leverage the Darwin Information Typing Architecture to create technical documentation content.

    A copy of the DITA Satisfaction Report will be provided to all registrants.
  • The Tale of the Structured Closet: How Structured Content Saves Time & Money Recorded: Dec 5 2019 56 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
  • Using Global Content Operating Models to Deliver Exceptional Digital Experiences Recorded: Jan 17 2019 49 mins
    Val Swisher - Content Rules, Inc. and Philip Delaney - SDL
    Companies need a global content operating model (GCOM) to address the growing complexities of the content supply chain in order to deliver multilingual digital experiences.

    In this session we will walk you through the GCOM and detail how you can optimize your source content to make it global-ready: easier, cheaper and faster to translate, with better translation results.

    We will also discuss the translation and content management technologies that help enable GCOM and why they are necessary, and the phases of GCOM maturity where we see these technologies appear. And finally, the role artificial intelligence (AI) is playing in helping augment these technologies.

    Takeaways from this webinar:

    * Attendees will learn how to make their source content global-ready

    * Understand the technologies used to deliver exceptional multilingual digital experiences

    * See how AI is helping shape the digital landscape
  • Independent Thinking: How Artificial Neural Networks Enable Computers To Think L Recorded: Oct 30 2018 41 mins
    Val Swisher
    After years of promises and hype, artificial intelligence has finally reached the stage where it is impacting our lives on a daily basis. The things that computers can do with us and for us is rapidly expanding. This live webinar will provide an overview of how artificial neural networks are changing marketing.

    Here's what you'll learn:

    * What are artificial neural networks and deep learning? How do they work?

    * Where are artificial neural networks used today?

    * What do artificial neural networks mean for marketers?
  • Improving Customer Experience: The Content Optimization Maturity Model Recorded: Sep 26 2018 59 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.
The Global Content Channel
Our webinars help you maximize the effectiveness of your content and meet your business needs. Join us for a range of topics essential to enterprise content professionals. From the smallest detail (metadata, terminology) to the biggest picture (personalization, artificial intelligence, digital transformation), our webinars provide expert guidance and practical steps you can take today to get the most ROI from your content tomorrow.

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