Name: Internationalizing Buyer Personas Case Study: Going Faster in France
Start: 2017-09-19T19:00:00Z
End: 2017-09-19T19:00:45.000Z
Location: BrightTALK

The Content Wrangler Channel covers the people, methods, tools and technologies designed to help you deliver the right information, to the right people, at the right time, on the right device, in the right format and language. Your content is your most valuable business asset. Let us show you how to manage it efficiently and effectively.

Join us as Allison Ferch, Executive Director at the Globalization and Localization Association (GALA), delves into the evolving intersection between these two critical disciplines. Discover what each field can teach the other about thriving in a technology-driven landscape, from enhancing content creation to optimizing multilingual adaptation.

Throughout this session, you'll gain insights into how AI technologies are not only automating routine tasks but also fostering a collaborative environment that enhances both user experience and process efficiency. Learn why maintaining a human-centered approach remains crucial despite the advancements in AI.

Looking ahead, we will explore the future of global content creation and discuss the roles various stakeholders play in shaping an interconnected content ecosystem. This dialogue promises to equip you with strategies for leveraging cross-disciplinary learning for superior outcomes in your professional sphere.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

Each 60-minute episode of Coffee and Content is recorded live. On-demand recordings are made available shortly after the live show ends.

Coffee and Content is brought to you by The Content Wrangler and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

Content in Context: AI’s Impact  on Tech Writing and Localization

Active-duty service members bring discipline, systems thinking, and mission focus—the same traits great technical writers need. In this session, host Dawn Stevens talks with military veteran and entrepreneur Jeremy Lowell about The KYO Group’s DoD SkillBridge program, which pairs industry experts with active-duty military to train them in technical writing and place them on client projects. You’ll hear how SkillBridge works, what makes a strong training track for tech writing, and how hiring managers can tap this pipeline to build capability fast while creating real pathways for veterans transitioning to civilian roles.

Learn how DoD SkillBridge works—including timelines, approvals, compensation, and employer responsibilities—how The KYO Group structures technical-writing training and on-the-job mentorship, and the practical steps to build a veteran talent pipeline from selection and onboarding to conversion to full-time roles. We’ll review the outcomes KYO reports across partners and alumni and define what “good” looks like for host companies. You’ll also get practical tips for veterans and active-duty participants who want to pivot into technical writing—ideal for anyone exploring SkillBridge pathways into this career.

Jeremy Lowell is the Founder and Managing Director of The KYO Group, a Service-Disabled Veteran-Owned Small Business that runs one of the country’s larger SkillBridge programs. Public posts from KYO and Lowell indicate they work with or employ 2,000+ veterans per year.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you. 

Let's Talk Technical Documentation is brought to you by The Content Wrangler, Comtech Services, and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

Building Tech Writing's Future With Active-Duty Military

80% of organizations are using AI, but only 29% report moderate or fast progress in scaling it. That's one of many insights coming out of Content Science's latest update from the world's largest study of content operations.In this webinar, Colleen Jones and Christopher Jones, PhD, will delve into what the newest research with more than 100 professionals, leaders, and executives says about the current state of content operations—and what it means for you. 

Webinar attendees will

• Learn about the promising shift to more mature content operations.
• Understand the new obstacles to maturing content operations maturity today.
• Gain insight into what the most successful organizations do differently.
• Learn why maturing content operations is the secret to success with AI.
• Gain perspective from leaders with top organizations such as ServiceNow, Akoya, Red Hat, and EE.

Attendees also will get a link to access the in-depth report and a chance to win a copy of the book, "The Content Advantage."

Each 60-minute episode of Coffee and Content is recorded live. On-demand recordings are made available shortly after the live show ends.

This show is brought to you by The Content Wrangler and Content Science and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

Content Operations in the Age of AI

Conquer the chaos of your content backlog with insights from Dominik Wever, Founder of Promptitude.io. Discover how artificial intelligence can streamline your technical writing processes without replacing the human touch.

Melanie Denise Davis will chat with Wever about why AI is not yet ready to take over complex creative and technical writing but can be an invaluable tool for handling repetitive tasks. Learn about taking an atomic approach to AI, where you train it on smaller tasks for greater reuse and scalability across your projects.

The session will include live demonstrations on Promptitude, showing you exactly how to create simple AI tools that your team can use repeatedly. Plus, get practical tips on restructuring legacy content using AI to make initial edits—freeing up your time for more demanding work.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

This educational web presentation is brought to you by The Content Wrangler and Promptitude and is sponsored by Heretto, a powerful component content management (CCMS) platform to deploy help and API docs in a single portal designed to delight your customers.

Battle Your Backlog of Basic Technical Writing Tasks With AI

Meet TermTiger – your company’s new secret weapon for consistent, clear, and controlled communication. TermTiger is a powerful yet easy-to-use web solution that centralizes your terminology, making it accessible across teams, departments, and tools. Whether you're managing technical terms, brand language, or multilingual content, TermTiger ensures everyone speaks the same language – literally. With fast implementation, intuitive design, and enterprise-grade performance, TermTiger helps you tame the chaos and roar ahead with clarity.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you. 

This educational program is brought to you by The Content Wrangler and is sponsored by Congree, the platform for consistent, efficient and quality-assured content creation in companies of all industries and sizes.

How To Produce Distinctive On-Brand Content

Managing documentation at scale means staying on top of constant change—and that’s no easy task. In Keeping Control: How to Manage Content Changes at Scale, we’ll show technical writers practical ways to track differences between document versions and merge updates without losing accuracy or context. You’ll learn strategies and tools that make it easier to spot what’s changed, decide what matters, and apply those updates consistently across your documentation sets—so your content stays clear, current, and trustworthy.

Join Luke Poulton, Head of Product Management at DeltaXignia, and Phil Fearon, Senior Software Engineer, as they share strategies for managing documentation workflows in times of significant change. They’ll address common challenges teams face—like handling bulk content restructuring—and explore tools and technologies that support reliable change management while fitting into your existing systems.

You’ll also discover best practices for review and approval processes that foster collaboration across documentation teams, reduce duplication, and prevent errors. The session will provide actionable insights into building a structured approach that keeps stakeholders aligned and content consistent across platforms.

By the end of this webinar, you’ll understand how to leverage the data behind content changes to streamline tracking, simplify approvals, and optimize your entire documentation lifecycle.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

This show is brought to you by The Content Wrangler and Delta Xignia and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

Keeping Control: How to Manage Content Changes at Scale

In today’s race to produce more content faster, many organizations have turned to the lowest-cost resources available — often resulting in high turnover, inconsistent quality, and a cycle of rework that drains time and money. This “race to the bottom” appears economical at first, but it ultimately undermines both team stability and content effectiveness.

This webinar explores a smarter alternative: using automation strategically to handle repeatable, low-value tasks, and reinvesting those savings into better-qualified, more experienced technical communication professionals. The result? Fewer roles overall, but higher-value ones — enabling your team to focus on designing, governing, and delivering high-quality information products that meet business goals.

Join us to learn how to break free from the churn of high-turnover, low-cost staffing, and build a sustainable content operation that maximizes efficiency, quality, and employee satisfaction. We’ll discuss practical steps to justify investment in automation, identify the right skill sets to retain or hire, and position your technical communication function as a driver of strategic value rather than a cost center.

Dawn Stevens is President and Owner of Comtech Services, where she helps organizations transform their content operations and create strategies that balance quality with efficiency. With more than 30 years of experience in technical communication, she has served in nearly every documentation role, from writer to manager to consultant.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you. 

Let's Talk Technical Documentation is brought to you by The Content Wrangler, Comtech Services, and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

Why Cheap Content Is Expensive — and How to Fix It

Unpack the dynamics of kinetic content and discover how integrating multiple disciplines enhances its impact.

Rahel Anne Bailie, Content Solutions Director at Altuent, will delve into the concept of kinetic information—content that moves, evolves, and drives action across various platforms. During this episode of Coffee and Content you'll discover why this dynamic form of content is crucial in today's digital ecosystem and how it can significantly amplify your reach and effectiveness.

Rahel will outline the substantial benefits of merging diverse fields such as data analysis, localization, semantics, and content management. Find out how these synergies foster innovative solutions and propel content strategies forward.

Furthermore, get an insider’s view on how the Kinetic Council operates and why becoming a member could be a game-changer for you and your organization. Whether you're looking to expand your professional network or enhance your expertise in content ecosystems, this presentation will equip you with the knowledge and reasons to join.

Each 60-minute episode of Coffee and Content is recorded live. On-demand recordings are made available shortly after the live show ends.

Coffee and Content is brought to you by The Content Wrangler and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.  

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

Kinetic Council: A Big-Tent Association For Information Professionals

Dodge the pitfalls of tech writing job applications with insights from Jack Molisani, President of ProSpring Staffing. In this episode of Coffee and Content, you'll learn precisely what not to do when applying for a technical writer position. From resume blunders to interview faux pas, Jack will cover common mistakes that can derail your job search before it even begins.

Jack will delve into the essentials of crafting effective resumes and cover letters, highlighting typical errors like overlooking applicant tracking systems which play a crucial role in today’s online job market. Discover strategies to stand out positively to hiring managers, ensuring your application makes it past initial screenings.

Moreover, we will explore critical moments such as salary negotiations, providing you with actionable tips on when and how to discuss your compensation expectations without jeopardizing your job offer.

Each 60-minute episode of Coffee and Content is recorded live. On-demand recordings are made available shortly after the live show ends.

Coffee and Content is brought to you by The Content Wrangler and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.  

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

How Not to Get Hired: Tech Writer Job Search, Resume, Interview Disasters

Most teams still treat localization as a late-stage step. Fabiano Cid, the Global Content Wrangler, will chat with Scott Abel about reframing localization as a built-in operating layer—Global Content Experience (GCX)—that powers every market touchpoint. They will discuss how AI creates a shared space where content and localization meet, and how upstream structure enables scale, quality, and measurement.

Fabiano will discuss with Abel why linking GCX to business outcomes that leaders already track is key to winning support for the industrialized content capabilities required in today’s AI-powered world. By mapping GCX to outcomes leaders monitor and work to improve—conversion, task success, and support deflection—internal localization teams can elevate their role in the business, and external providers can more easily sell needed capabilities to decision-makers.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

This program is brought to you by The Content Wrangler and is sponsored by Heretto, a powerful component content management system (CCMS) platform for deploying help and API documentation in a single portal designed to delight your customers.

Reimagining Localization as Global Content Experience (GCX)

Join us for a chat with Debra Kahn, CEO and Principal Consultant at DK Consulting of Colorado, as she explores the complex interplay between GenAI technology and ethical practices.

In this episode of Coffee and Content, Deb will delve into how GenAI, like a dance partner with its own quirks, can sometimes step out of line, revealing deeper systemic issues. Learn about the hidden costs and tensions that arise when integrating AI technologies into your content operations. Discover strategies to maintain control over these powerful tools without stifling innovation.

Deb will provide actionable insights on implementing ethical governance frameworks, emphasizing transparency, accuracy, relevancy, security, and accountability. By adopting human-in-the-loop approaches, you ensure that AI assists rather than dictates, keeping your organizational values and ethics in check.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you. 

Coffee and Content is brought to you by The Content Wrangler and is sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

An Imperfect Dance: Responsible GenAI Use

Personalization at scale isn’t just about technology—it requires the right groundwork. Many companies struggle to scope and size their efforts, and issues with content, data, and usability often get in the way. Most failures happen because teams overthink and underdeliver. Even experts stumble.

The good news: you can learn from these missteps. By studying what went wrong, you can identify the conditions needed to succeed.

Join Jeffrey MacIntyre of Bucket Studio in conversation with Kevin P. Nichols of AvenueCX as Jeff explains how to prepare for personalization at scale. He’ll walk you through a full campaign—from planning to delivery—and show how to build a clear, realistic roadmap that works for both your team and your customers.

Jeffrey MacIntyre is a content strategy consultant who helps organizations get personalization right. As Principal and Founder of Bucket Studio, he focuses on improving customer experiences by making content, data, and systems work together. He has written for WIRED and The New York Times and is a founding member of the Consortium of Personalization Professionals.

“Let’s Talk Personalization” is brought to you by The Content Wrangler and AvenueCX and sponsored by Heretto, a powerful component content management system (CCMS) platform to deploy help and API documentation in a single portal designed to delight your customers.

Ingredients to Impact — Getting Personalization Right

Join Gay Gordon-Byrne, Executive Director of The Repair Association, for a discussion on what Right to Repair means for technical writing teams. We’ll look at the compliance risks it brings to industries such as electronics and automotive, and how organizations can reduce those risks by leveraging their documentation teams.

Gay will share updates on recent and upcoming legislation and what they mean for organizations trying to avoid costly violations. You’ll also gain practical insights into industry-specific compliance challenges and how to prepare—whether you work in manufacturing, healthcare, agriculture, or beyond.

This educational web presentation is brought to you by The Content Wrangler and sponsored by Heretto, a powerful component content management (CCMS) platform to deploy help and API docs in a single portal designed to delight your customers.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

Right-to-Repair: The Emerging Compliance Risk You Can’t Afford to Ignore

Navigate the complexities of using Markdown in large-scale technical documentation projects with insights from Matt Briggs, Senior Product Manager at Microsoft. In this episode of Coffee and Content, Matt will delve into the inherent challenges that arise when Docs-as-Code practices meet expansive tech doc requirements.

Markdown has become a staple in small-scale, developer-close environments due to its simplicity and clarity. However, as your documentation needs grow, the limitations of Markdown—such as its conflation of content and presentation—can hinder scalability, reusability, and integration with advanced AI technologies like LLMs and RAGS. Matt will explore how these challenges manifest and what you can do to address them effectively.

Expect to learn about the benefits of adopting a semantic approach to documentation that clearly labels parts for both humans and machines. Discover how separating content from presentation can not only enhance the manageability of your docs but also open up new possibilities for creating dynamic content pipelines and multi-format outputs.

Coffee and Content is brought to you by The Content Wrangler and sponsored by Heretto, a powerful component content management (CCMS) platform designed to deploy help and API docs in a single portal that delights your customers.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

The Unanticipated Challenges of Docs-as-Code for Technical Documentation

Embark on a transformative journey into the world of structured content with Melanie Denise Davis, Founder and CEO of Dragonfly Diva Docs. Discover how your tech docs team can shift from traditional unstructured content creation to leveraging the power of semantically-rich structured content managed in a component content management system (CCMS).

Melanie will share invaluable insights and lessons learned from real-world implementations of structured content systems. Learn about the challenges faced, strategies employed, and best practices that emerged through these transitions.

This session is crucial for organizations considering or currently adopting a CCMS for their technical documentation. Gain practical advice on building a compelling business case and understand key considerations to ensure successful adoption and maximize ROI.

This educational web presentation is brought to you by The Content Wrangler and sponsored by Heretto, a powerful component content management (CCMS) platform to deploy help and API docs in a single portal designed to delight your customers.

Lessons Learned Adopting DITA and a CCMS for Documentation

Unleash your inner innovator in this enlightening presentation from Swaha Bhattacharya, a seasoned User Assistance Developer and content designer from SAP Labs. Discover how innovation isn't confined to R&D or the executive suite but is accessible to professionals at every level within an organization.

Swaha will delve into rethinking innovation as a mindset rather than a mere title. She’ll share insights on empowering not just content professionals but all cross-functional teams to pitch groundbreaking ideas. Expect to hear compelling real-world examples where small-scale innovations have led to significant impacts and learn strategies to foster a culture that champions experimentation and creativity.

Whether you're in tech, marketing, HR, or any other field, this presentation will equip you with practical tips to spark innovative thinking in your daily work. You'll leave with actionable ways to drive change and encourage a culture of continuous improvement, no matter your role.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

Each 60-minute episode of Coffee and Content is recorded live. On-demand recordings are made available shortly after the live show ends.

This event is brought to you by The Content Wrangler and is sponsored by Heretto, a powerful component content management system (CCMS) platform for deploying help and API documentation in a single portal designed to delight your customers.

How To Empower Employees and Customers to Spark Change

Revamp your understanding of artificial intelligence with insights from Bill Raymond, CEO of Cambermast LLC and founder of Bill Talks AI. In this engaging session, you'll discover how to appreciate the importance of AI literacy and strategically integrate AI into your business processes.

Bill will guide you through transformative strategies to replace outdated workflows with efficient AI automation systems. Learn how these technologies are not just tools but strategic partners that enhance productivity and decision-making capabilities within your organization.

Expect to challenge your existing misconceptions about AI, uncover proven methods for using AI effectively, and explore ways to leverage AI agents as reliable assistants in your daily operations.

“Let’s Talk AI” is brought to you by The Content Wrangler and Dragonfly Diva Docs and sponsored by Heretto, a powerful component content management system (CCMS) platform for deploying help and API documentation in a single portal designed to delight your customers.

Leveling Up: From AI Table Stakes to AI Automation

Revolutionize your documentation strategy by mastering single-sourcing with Docs-as-Code. Manny Silva, Head of Docs at Skyflow, will guide you through the nuances and techniques necessary for effective content reuse and conditional processing across various documentation platforms.

Discover how to maintain a singular content source while seamlessly delivering customized content to diverse audiences. Manny will delve into practical comparisons between popular documentation approaches such as Markdown, AsciiDoc, and DITA, helping you understand their trade-offs in terms of simplicity versus power.

Throughout this session, you'll learn how to generate multi-format outputs—from web formats via static site generators to traditional PDFs—without duplicating efforts or compromising on quality. Equip yourself with the knowledge to choose the right tools and strategies that align with your team’s capabilities and scalability ambitions.

This educational web presentation is brought to you by The Content Wrangler and sponsored by Heretto, a powerful component content management (CCMS) platform to deploy help and API docs in a single portal designed to delight your customers.

Can’t make it? Register, and we’ll send you a link you can use to watch a recording when it’s convenient for you.

Practical Single-Sourcing with Docs-as-Code

We all know the importance of a well-defined buyer persona. It tells everyone at a company who we sell to and what makes that person tick. A buyer persona is a fictional representation of your ideal customer. But, when a company grows globally, does that ideal customer change? 

Last year, HubSpot decided to "Go Fast in France." There was a lot of fanfare, hiring of French staff and several references to a famous cycling circuit. But, there wasn't a whole lot of thought given to exactly who were marketing, selling and servicing. 

Join me, Scott Abel, The Content Wrangler for a discussion with Christopher Englund and Marco Chieppe of HubSpot about the importance of building market-relevant buyer personas. You’ll discover how following a roadmap—and doing your research ahead of time—can help you develop international buyer personas that work.

Internationalizing Buyer Personas Case Study: Going Faster in France

personas

marketing

multilingual

localization

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Internationalizing Buyer Personas Case Study: Going Faster in France

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