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Gilbane Boston proposals due!

There will probably be a short extension, TBD, but why wait!

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Report: How Marketers Manage Multilingual Content

New Research from Outsell Gilbane Reveals How Marketers Manage Multilingual Content

Study from Outsell’s Gilbane Services explains what works and what doesn’t forleading global companies
April 5, 2011, Cambridge, MA—Outsell’s Gilbane Services today released its new study on content globalization practices, Multilingual Marketing Content: Growing International Business with Global Content Value Chains. Outsell believes this report is the first study ever of global companies’ practices for managing multilingual content for marketing.
“Enormous pressures are squeezing today’s global marketers and brand managers to grow international revenue,” said Pep Carrera, senior vice president, technology solutions for Rapp, one of the largest multichannel marketing services networks in the world. “The report from Outsell’s Gilbane Services provides useful insights for any manager dealing with the quality issues, technologies, and costs of multilingual marketing.”
Written by Outsell Gilbane analysts Vince Emery, Karl Kadie and Mary Laplante, Multilingual Marketing Content is based on original primary research aggregating the real-world experiences of organizations that compete in multinational markets. The report describes approaches to increasing the value of content as a key component of strategic brand management and marketing communications, citing examples where industry leaders have succeeded and failed. Four of the key findings explored in the report include:
  • Many companies’ strategies and infrastructure for multilingual marketing content are relatively immature compared to those for non-marketing content.
  • Many marketing projects are, in effect, experiments, with no clear definition of how they will deliver business value.Marketers are being pulled to improve their multilingual marketing content operations by a burning need to enhance the global customer experience.
  • Businesses that improved their marketing content globalization results quickly and cost-effectively have done so by leveraging the infrastructure already in place for product content.

 “We expect that our report Multilingual Marketing Content will be valuable for brand and marketing managers, business executives, content strategists, and language professionals who deal with multinational marketing,” said Mary Laplante, vice president and lead analyst, Outsell’s Gilbane Services.

Multilingual Marketing Content is available as a free download from The report is also available from study sponsors Across Systems, ADAM Software, Lionbridge, and SDL. Additional insights are available from the Outsell Gilbane content globalization blog and our content globalization consultants.  

About Outsell, Inc.
Outsell is the only research and advisory firm focused on advancing the publishing and information industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today’s fast-changing digital and global environment. Outsell tracks and analyzes over 7,000 information industry companies, as well as the needs, habits, and spending patterns of advertisers, enterprise information buyers, and end users. Outsell’s headquarters are in Burlingame, CA, with offices in London and in Cambridge, MA. See  

About Outsell’s Gilbane Services
Outsell’s Gilbane Services (formerly The Gilbane Group) provides analyst and consulting services focused on helping businesses with content strategies, practices, and technologies and their application to high-value business solutions. We have delivered quality market education and insight to global enterprises, governments, non-profits, publishers, and information providers since 1987. Visit us at Visit the Gilbane Boston conference site at:

Contact Information
Mary Laplante
Vice President and Lead Analyst, Outsell’s Gilbane Services

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Gilbane Boston 2011 – Call for Papers

Proposal Deadline: May 16th, 2011

The Gilbane conference is all about helping organizations apply content, web and mobile technologies to communicate with their ecosystem of customers, employees, suppliers, partners, and the rest of the world in the most effective and efficient way possible.

This means understanding what technologies can and can’t do, what practices in applying them succeed or fail, and how to plan for changes in market and technology evolution. We bring together a diverse audience of technologists, marketers, strategists, business managers and analysts to learn, share, and debate best practices and strategies. Our conference is organized into four tracks so attendees in marketing, technology, a business unit, or an internal function will be able to plan a customized agenda.

To submit a proposal for a presentation or panel to contribute your expertise and experience, please see the topics below listed for the four tracks, then follow the instructions and guidelines for submitting proposals using our proposal submission form. Send any questions to

You can also learn more by visiting the conference website at, where you can also see information from our 2010 conference.

Customers & Engagement track
Topics to be covered include: Web content management, content strategies, analytics, web design and UI, social media, digital and cross channel marketing, rich media, global reach, multilingual practices, personalization, information architecture, designing for mobile devices, e-commerce, search engine optimization. Read more

Colleagues & Collaboration track
Topics to be covered include: Collaborative authoring, intranets, knowledge management, search, wikis, micro-blogging and blogging, managing social and user-generated content, integrating social software into enterprise applications, SharePoint, portals, social software platforms, enterprise 2.0 strategies. Read more

Content Technologies track
Topics to be covered include: Multi-lingual technologies and applications, smartphone, iPad and tablet app development, XML, standards, integration, content migration, search, open source, SaaS, semantic technologies, social software, SharePoint, and relevant consumer technologies. Read more

Cross-channel Publishing track
Topics to be covered include: Multi-channel publishing, multi-lingual publishing, mobile app and digital product development and marketing strategies for the iPad, and other tablets and ebook readers, mobile content management, digital rights, digital asset management, DITA, documentation, structured content, and XML. Read more

Follow the conference on Twitter at Tag: gilbaneboston


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Web Content Management is Dead, Long Live Web Content Management

Today we highlight E1. Customers & Engagement Track Keynote – Web Content Management Is Dead, Long Live Web Content Management taking place at Gilbane Boston, December 1, 1:30 – 2:30pm at the Westin Copley.

WCM systems are going through a transformation. While the past emphasis has been on simplifying the task of managing web content for non-technical users, advances in technology are allowing vendors to shift their attention back to empowering marketers to engage consumers with their websites. In addition to being extremely entertaining, this session will explore the critical questions to be answered before determining a WCM strategy. It will also introduce many of the subjects covered in the Customers & Engagement track.

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Group

Robert Rose,Founder & Chief Troublemaker, Big Blue Moose

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How to Build a Content Strategy – Practical Principles for Influential Web Content

Today we highlight E5. How to Build a Content Strategy – Practical Principles for Influential Web Content taking place at Gilbane Boston, December 2, 9:40 – 10:40pm at the Westin Copley.

All too often, when charting the plan toward consumer engagement, content seems to be an afterthought. However, web content is the key to a successful user experience and delivering a consistent brand message. This session will outline the principles of a sound content strategy and how to create one.

Moderator: Andrew Bredenkamp, CEO, Acrolinx

Colleen Jones, Founder, Content Science
Margot Bloomstein
, Principal, Appropriate, Inc.

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Mobile App Development from the Trenches: How Developers Shape Content and Interactivity

Today we highlight P2. Mobile App Development from the Trenches: How Developers Shape Content and Interactivity for Today’s Devices taking place at Gilbane Boston, December 1, 2:40 – 4:00pm at the Westin Copley.

With smartphones and tablets exploding in usage, publishers are racing to deliver content to new types of users who are expecting rich, interactive experiences. Yet publishers are often dependent on third parties who can create these apps for them. This session delves into how some of the standard publishing apps work, and how developers create some of the more advanced features that users are demanding.

Moderator: John Parsons, Principal, Byte Media Strategies

Jason Sawtelle, Director, Premedia Sales, Quad/Graphics
Jay Hartley, Senior Vice President of Technology, Taunton Press
Paul Michelman, Director of Product Development, Harvard Business Review Group
Geoff Shaw, Vice President, Director of Digital Media, Sporting News
Jeff Gapp, Channel Evangelist, WoodWing Technologies

Register today!

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Social Publishing: Strategic Content as Social Objects in the Extended Enterprise

Today we highlight C5. Social Publishing: Strategic Content as Social Objects in the Extended Enterprise taking place at Gilbane Boston, December 2, 9:40 – 10:40am at the Westin Copley.

Content has always been a focal point of interactions amongst employees, business partners, suppliers, and other members of the extended enterprise. However, the emergence of enterprise social software has placed a renewed importance on strategic content that serves as collaboration objects in digital interactions. This panel will discuss what types of content are strategic social objects in the extended enterprise, why they are important to business performance, and how they should be managed.

Moderators: Geoff Bock, Senior Analyst, Collaboration & Enterprise Social Software, Outsell’s Gilbane Group

Jerry Silver, Senior Product Marketing Manager, EMC Documentum xCP
John Eckman,
Senior Director, Optaros
Doug Gaff,
Director of Technology, NPR Public Interactive

Register today!

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Gilbane expo pass includes keynotes, product labs, reception

For those of you that do not have the time to spend 2 days with us at the Gilbane Boston Conference, we still have a lot going on for you to consider spending a half-day or few hours with is as our guest using your Complimentary Technology Showcase Pass.

Your pass includes the option to attend one or both of the conference Keynotes, Product Labs, full access to the exhibit area and the conference reception on December 1st. It is worth the effort to plan your time in advance. Here is a quick list of the activities to consider:

Wednesday – December 1, 2010

  • Opening keynote session with Marie Williams, Senior Director, Web Innovation, Global Online Services, Hilton Worldwide; Keith Cook, Global eBusiness Officer, ACE Group and Aaron Hill, Senior Director, Online Strategy & Services, SAS
  • Product Labs starting at 11:00am – 4 labs today
  • Second Keynote – Industry Analyst DebateWhat’s Real, What’s Hype, and What’s Coming with Hadley Reynolds, Director, Content & Digital Media Technologies, IDC; Stephen Powers, Senior Analyst, Forrester; Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group; Tony Byrne, Founder, The Real Story Group & CMS Watch; Kathleen Reidy, Senior Analyst, 451 Group
  • Expo Area and Networking10:00am to 6:00pm
  • Reception, Technology Demos, and Networking5:00pm to 6:00pm

Thursday – December 2, 2010

  • Product Labs starting at 8:30am – 6 labs today
  • Lunch Reception, Technology Demos, and Networking from 12:30pm to 2:00pm
  • Expo Area and networking at 10:40pm to 2:00pm

There is still time to take advantage of a special $200 discount off the Conference Plus package, the Pre-Conference Workshop & Conference package and the Conference Only options – just use the discount code “Gilbane“. Learn from the unique collection of leading practitioners, analysts, and technologists that can only be found at the Gilbane Conference!

Technology showcase hours
Wednesday, December 1: 10:00 am – 6:00 pm
Thursday, December 2: 10:00 am – 2:00 pm

See the conference program & speakers at:

See the complete conference schedule at:

See the in-depth pre-conference workshops at:

Sign-up for your FREE Technology Showcase Pass at:

See you in Boston!

The Lighthouse Seminars & Gilbane Group Team

Gilbane Boston 2010
Westin Copley Place
November 30 – December 2, 2010

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Smart Content In the Real World: Case Studies & Results

Today we highlight T2: Smart Content In the Real World: Case Studies & Real Results taking place at Gilbane Boston, December 1, 2:40 – 4:00pm at the Westin Copley.

XML content with semantic enrichment enables some powerful and interesting applications, including modular reusable topics, dynamic assembly of content by areas of interest, and distributed collaboration in the cloud. This session will describe what makes XML content smart and explore how it changes how we create and manage it with real world examples of smart content in action.

Moderators: Dale Waldt, Senior Consultant & Geoff Bock, Senior Analyst, Outsell’s Gilbane Group

Mike Iantosca, IBM Authoring Tools and Content Management System PDT Lead, IBM Corporate User Technologies
Evolution of Smart Content in the Enterprise
Devin Holmes, Executive Director, Warrior Gateway
Patrick Quinlin, Lead Curriculum Specialist, Citrix Education

Register today!

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Learn how to Manage and Publish Multilingual Content

Today we highlight Workshop D: Solutions for Managing and Publishing Multilingual Content taking place at Gilbane Boston, November 30, 1:00 – 4:00pm at the Westin Copley.

Are you struggling to balance your budget with the growing demand for localized content? Is your translation process too manual, too slow, too costly?

Explore content globalization strategies that get you ahead of the curve and in front of a global audience! Web Globalization authority Andrew Lawless, Principal of Dig-IT! will share proven content solutions for easy publishing, managing and updating of time-critical multilingual content.

In this workshop you will learn about:

  • Case studies form leading global organizations
  • Available technologies and providers
  • Workflow best practice
  • Budget requirements
  • Immediate ROI opportunities
  • Successful implementation scenarios
  • Practical tips for improving your content translation practice right now.

Rather than writing and translating the same thing many times, companies and organizations that have a presence in more than one country are looking for ways to streamline the management of “enterprise content”. Content solutions aim at improving time to value and time to market while keeping costs under control. This workshop helps you to understand the individual challenges of your organization, identify the technology needed to address them, and to effectively implement your solution.

Participants in this workshop will:

  • Review up-to-date technical and functional requirements for content and translation management solutions
  • Develop a complete understanding of budget requirements
  • Explore implementation scenarios for quick ROI
  • Learn how to get started with immediate positive impact.

This seminar is aimed at business and technical managers from commercial companies and public organizations who have a need to provide information to more than one market, country, or region, as well as any knowledge-management professional dealing with international multilingual communications.

Andrew Lawless, Globalization Consultant, Principal, Dig-IT!

Register today!

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