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Tag: content strategy

Content strategy

Enterprise content strategy maturity model

“Whether you like it or not, your prospects already use technical content.” 

In the paper age, it cost money to distribute information. That gave big organizations some control over information flow. A prospect interested in purchasing a product would get “pre-sales” information–marketing materials, sales pitches, and perhaps a data sheet. Only after buying the product could the prospect access “post-sales” information, such as technical content. (Buyers could and did request technical information from their sales representative, but the decision whether or not to provide the information rested with the organization.)

But in the digital age, information distribution is free, and that makes it difficult or impossible to control what information people receive. As a result, the distinction between pre-sales and post-sales content is blurring. If you are in the market for a new desk, and you’re considering “some assembly required” options, you might take a look at the assembly guide. If the build process looks daunting, a not-so-handy person may look elsewhere. If you’re considering a piece of software, you might glance at the user documentation to see whether tasks are explained clearly at a level that makes sense to you. 

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Think global, act global, go global webcast

Entering new language markets requires more than just translation. To succeed, you must provide the same quality product or service to each market; you must provide a unified, localized customer experience. Going global requires a localization strategy. For that strategy to succeed, people from across your organization need to collaborate and begin thinking globally. Join Bill Swallow and learn to think global, act global, and go global.

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Not all digital is transformation webcast

Transitioning your content from a print-oriented to a digital-focused workflow makes a huge difference in the way you provide information to customers. In a digital environment, you have the opportunity to offer your customers smarter, more flexible content. But how do you make sure you’re not simply replicating your print-based content in a digital format? Gretyl Kinsey will share some examples of digital content production done well and not-so-well, and discuss practical tips for ensuring that you make the most out of your digital transformation.

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Content strategy Localization

Managing multiple languages in the authoring process

Employees are (and should be) hired for their knowledge and skill, not necessarily their multilingual skills. In a global organization with many offices worldwide, the result is a diverse team with content developers and contributors that speak many different languages. Collaborating on content development—especially on the same document—can be difficult if employees do not speak the same language fluently (or at all).

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