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Watch Your Words: The Personalization Paradox #1

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
Recorded Jul 16 2020 61 mins
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Presented by
Val Swisher
Presentation preview: Watch Your Words: The Personalization Paradox #1

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  • Let's Talk Personalization: Foundations of Personalization Recorded: Jul 6 2021 50 mins
    Guest: Anne Casson > Host: Kevin P. Nichols
    Personalization requires a solid foundation. But what is that? Come and learn from a veteran with more than 2 decades of experience in building personalization experiences for global brands.

    Join Kevin Nichols, the Personalization Wrangler, and his special guest, Anne Casson. who has 25+ years of consulting and digital communications agency experience designing and structuring content and content processes to function effectively as part of a holistic experience for consumers and businesses. Together, we will go through these four questions, which will tell you whether you have the right ingredients in place to support the personalization of your brand:

    1) Who is your priority customer/audience? Understand customer-provided profile data, behavioral data, social listening data, search data

    2) Do you have the right content to support your customer and their goals? Evaluate content assets through lenses of various milestones in the customer journey. Then look through brand experience and business goal lenses as well

    3) Are content assets structured and tagged in a way that allows you to reuse and surface them based on defined business logic?

    4) Do you have a defined personalization strategy providing a crawl/walk/run approach with plans for measurement?

    Anne has used this approach to help global brands evaluate their own readiness to stand up personalization for success.
  • Embracing Medical Device Regulations with Structured Content Recorded: Jun 16 2021 58 mins
    John Herzig and Chip Gettinger, RWS; and Val Swisher, Content Rules
    How can medical device manufacturers streamline the onboarding of new regulations, approvals, and review processes? Can content processes be improved to reduce manual activities, increase content reuse and optimize global time-to-market?

    Join John Herzig, Vice President, North America at RWS, Chip Gettinger, VP Global Solutions Consulting at RWS, and Val Swisher, Founder, and CEO of Content Rules, to find out how structuring your content with centralized management will help your organization to:

    • Standardize content processes to avoid duplication of effort and improve governance;
    • Reduce the cost of content creation, translation, review, and approval.
    • Enhance the content experience for both internal consumers and external customers.

    About the sponsor: RWS is the world’s leading provider of technology-enabled language, content management, and intellectual property services. We help our clients to connect with people globally by communicating business-critical content at scale.

    RWS works with 19 of the top 20 global medical device manufacturers as well as 19 of the top 20 pharmaceutical companies and 8 of the top 10 contract research organizations. As part of the focus on the life sciences industry, RWS has a team of highly specialized translation experts and linguists who are dedicated to managing the unique nuances of medical and in-vitro device projects. This includes labeling, product manuals, patents, and beyond.

    Content Rules is one of the oldest and most well-respected companies in the content strategy, content development, and content optimization arena. The company was founded in 1994 by Val Swisher, one of the foremost experts on global content. Content Rules works with life sciences companies to develop and implement content strategies that maximize content automation and reuse. We help enable medical device and pharma companies to reduce time to market and contain costs associated with creating, managing, and delivering content.
  • Watch Your Mouth: Why You Should Control The Words You Use Recorded: Jun 15 2021 61 mins
    Val Swisher and Hannah Kaufhold
    Join us for a free one-hour presentation about the need to standardize and control the words we use. Global content strategy maven Val Swisher will explore the role and importance of terminology management in producing top-quality, personalized content experiences, complying with regulations, reducing inconsistencies, and addressing issues of diversity and inclusion.

    Hannah Kaufhold of Congree Language Technologies will join Val Swisher to chat briefly about the linguistic intelligence organizations gain when they adopt Congree authoring assistance software.

    You'll be able to ask questions of both presenters. Among all participants of the webinar we will hold a raffle for 10 copies of Val Swisher’s book “The Personalization Paradox.” Don't miss out!

    This webinar is brought to you by The Content Wrangler and sponsored by Congree Language Technologies.
  • Let's Talk Personalization: Why Companies Fail and How to Succeed Recorded: Jun 1 2021 48 mins
    Guest: Val Swisher > Host Kevin P Nichols
    Join us for the first episode of "Let's Talk Personalization" when we speak with global content strategy expert Val Swisher, who just published a book on the topic of delivering personalized experiences at scale.

    Watch the show to learn the top reasons content personalization efforts fail and to discover strategies and tactics to avoid them. Swisher will make a case for following a proven framework for content personalization that you can use to help ensure success by avoiding the pitfalls discovered by others. You'll leave understanding the role that both content and content strategy plays in successful personalization programs. And, you'll gain clarity on the requirements for standardization to produce individualized content experiences at scale.
  • Oversee Your Outputs: The Personalization Paradox #5 Recorded: Dec 10 2020 61 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 Recorded: Nov 19 2020 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 Recorded: Sep 17 2020 59 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
  • Understanding the Personalization Paradox Recorded: Sep 17 2020 39 mins
    Val Swisher, Patrick Bosek, and Trey DeGrassi
    We chat with Val Swisher, CEO of Content Rules, about the need to standardize content in order to personalize it. As co-author of the forthcoming book, "The Personalization Paradox: How Standardized Content Leads to Personalized Experiences," Swisher has a lot to say about personalizing content. We'll chat with her about how we can accomplish personalization of our content and provide the content experiences our prospective and existing customers desire and deserve.

    Coffee & Content is brought to you by The Content Wrangler and Heretto.
  • Style Your Sentences: The Personalization Paradox #2 Recorded: Aug 20 2020 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
  • Best Practices for Creating Reusable Content Recorded: Aug 19 2020 63 mins
    Val Swisher
    Content reuse can help you reduce costs, build brand integrity, and speed up time to market. It's one of the top three reasons for moving to structured content. And it's critical for delivering personalized customer experiences. Join global content expert Val Swisher, CEO of Content Rules and author of the forthcoming book The Personalization Paradox: How Standardized Content Creates Personalized Experiences (XML Press, October 2020) to learn the best practices for creating reusable content.
  • Using Structured Content to Manage Complex Global Medical Device Content Recorded: Aug 12 2020 64 mins
    Ann Rockley and Val Swisher
    The globalization of medical devices content is very complex. There are numerous changes that must be tracked and used correctly such as units of measure, severity of alerts (warning vs. precaution), use of symbols, regulated statements, brand marks (trademark vs. registered trademark), drug or device names, image changes, Health Authority specific requirements and many more.

    It’s not just a question of language, the language may be the same but there can be multiple permutations based on health authorities, region, and country.

    Most companies track the variations with massive Excel spreadsheets which are time-consuming and error prone. Language service providers may have their own method of tracking these variants and the publishing vendor, responsible for the InDesign files, may have yet another!

    This session provides best practices for managing these complexities identifying how the variants can best be controlled using structured content in content creation, content management, translation, and production.

    Attendees will learn about the need to:

    — Create a structured content strategy
    — Develop a content reuse strategy
    — Create a content management repository that supports these complexities
    — Integrate translation workflows
    — Ensure quality
    — Automate publishing regardless of the language and type of information (e.g., IFU vs package label)
  • Intelligent Authoring Assistance: Reusing Content With Congree Recorded: Jul 23 2020 61 mins
    Val Swisher and Torsten Machert
    Intelligent authoring assistance helps to improve content in various ways. It ensures compliance with style guidelines and grammar rules. It assures consistent usage of preferred terminology, especially important when multiple writers are working on the same content. And it provides suggestions for sentence reuse in real-time, while authors write.

    Intelligent authoring assistance not only optimizes English source content, it reduces localization costs significantly while enabling more accurate, higher quality translations.

    Join us for a discussion with Val Swisher, CEO of Content Rules, and Torsten Machert, Senior Consultant at Congree Language Technologies, about intelligent authoring assistance made possible by Congree.

    Attendees will learn about the value of intelligent authoring assistance and why having a digital style guide with linguistic intelligence is critical to producing quality content at scale. A brief product demonstration of Congree will round out the webinar.
  • The Personalization Paradox Recorded: Jul 21 2020 42 mins
    Val Swisher
    Join us for a chat with content strategy maven, Val Swisher, about the Holy Grail of modern communications: content personalization. We'll discuss how content departments at companies large and small are on a quest to deliver the content that people needs during each phase of their journey – and only that content. Nothing more and nothing less.

    Val will introduce the concept of "The Personalization Paradox" and explain why she thinks the standardizing content is the missing link that has prevented organizations from achieving personalization at scale.

    The Content Advantage is brought to you by Zoomin — helping customers find the product answers they need while empowering support agents to deliver fast, relevant and efficient support.
  • Watch Your Words: The Personalization Paradox #1 Recorded: Jul 16 2020 61 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 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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