Speaker Spotlight questions

We posed the questions below to our conference speakers and have invited them to post their answers here. If you would like to hear what a specific speaker (list) thinks about one of the questions leave a comment and we’ll make sure they see it.

If you are a speaker or moderator and would like to post your answers let us know.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists?

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

HTML5 is now a W3C Recommendation

While HTML5 has been in use for a few years, the fact that it wasn’t a full W3C Recommendation (in layman’s terms, an official release of the next version of HTML) provided leeway for browser developer interpretation and understandably hindered more widespread adoption. All standards need to continuously evolve to remain relevant and useful so this is not the end HTML development, but now there is a stable specification that will help normalize browser support and encourage reluctant app developers to invest more fully in HTML5.

From the W3C press release:

“Today we think nothing of watching video and audio natively in the browser, and nothing of running a browser on a phone,” said Tim Berners-Lee, W3C Director. “We expect to be able to share photos, shop, read the news, and look up information anywhere, on any device. Though they remain invisible to most users, HTML5 and the Open Web Platform are driving these growing user expectations.”

HTML5 brings to the Web video and audio tracks without needing plugins; programmatic access to a resolution-dependent bitmap canvas, which is useful for rendering graphs, game graphics, or other visual images on the fly; native support for scalable vector graphics (SVG) and math (MathML); annotations important for East Asian typography (Ruby); features to enable accessibility of rich applications; and much more.

For more details read the full release.

Managing and Monetizing Paid, Owned, and Earned Content

How does your organization manage and value paid, owned, and earned content? Is there a strategy for each of the three types? A budget?

If you are struggling with measuring the value of marketing related content you are certainly not alone – there is just no easy way to do it. In this session, Gerry Moran from SAP talks about the need for brands to manage and scale the three types of content together to engage customers throughout the sales cycle. Randy Woods from nonlinear creations describes a technique in use for modeling content and mapping it to online behaviors to get a better handle on content marketing costs and return.

Join us Wednesday, December, 3: 11:40 a.m. – 12:40 p.m. at the Gilbane Conference to learn more.

C9. Managing and Monetizing Paid, Owned, and Earned Content

Moderator:
Dom Nicastro, Staff Reporter, CMSWire.com

Speakers:
Gerry Moran, Head of Social Media, North America, SAP
Scaling and Monetizing Paid, Owned, and Earned Media in Your Organization
Randy Woods, President, nonlinear creations
Of Metrics and Models: Measuring the ROI of Content Marketing

See the complete conference schedule.

Speaker Spotlight: Jeff Cutler – Don’t try content marketing without content strategy

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. This week we’re spotlighting Jeff Cutler, Content Specialist, JeffCutler.com. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Jeff Cutler - Gilbane ConferenceSpeaker Spotlight: Jeff Cutler

Content Specialist

JeffCutler.com

Follow Jeff: @jeffcutler

 

 

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Simply put, if you don’t have a content strategy you should not undertake any content marketing. It’s the strategy component that directs smart decisions about to whom; where; and via what technologies your messaging and content will be shared. If you’re trying to connect with people and don’t have a strategy, it’s like trying to sell your services to an empty room. Figure out your audience. Figure out what tools they use to research the products/services they purchase. Determine if you have the capability and capacity to use these tools effectively. If everything clicks, move forward and start having a conversation and sharing content. Content strategy should be organized in brand and mission meetings – or at least discussed. From there it can be fine-tuned and then revisited before embarking on the content marketing campaign. Once approved, use the content strategy to develop a plan – including content calendar, resources, communication vehicles, sites, technology and more – that will help achieve the goals of that strategy.

Catch up with Jeff at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Jeff and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Rahel Anne Bailie – Content marketing and content strategy not the same

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. This week we’re spotlighting Rahel Anne Bailie, Founder and Senior Content Strategy Consultant of Intentional Design Inc. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Rahel Bailie image - Gilbane 2014Speaker Spotlight: Rahel Anne Bailie

Founder and Senior Content Strategy Consultant

Intentional Design Inc.

Follow Rahel: @rahelab

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

The emphasis on having a proper strategy for content delivery is going to increase as we have more complex delivery needs – and I believe that smartphones are just the tip of the iceberg. Wearables will be the next challenge, and who knows what will come after that. So some of what we need to do is think “content first” and combine that with responsive design and adaptive content. That means changes to technology and infrastructure, changes to processes, and improvements to skill sets of both technologists and writers.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

The idea that the internet of things is going to be a walk-in-the-park is a little optimistic. There are lots of business drivers and user behaviors that need to be figured out before there will be adoption at any scale. If any information or collaboration infrastructure is affected, it needs to be between market analysts and technologists, who are usually at opposite ends of a project.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists?

Any department along the content delivery supply chain needs to develop basic literacy when it comes to marketing technologies. Each organization has its idiosyncrasies, but that doesn’t mean a particular department gets to take a pass. A chain is only as strong as its weakest link, and we’ve seen time and time again how weak links can sink an entire initiative, by being blockers.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

This is a particular irritation of mine. Content marketing and content strategy are two distinct disciplines. There are overlaps, sure, but the very names indicate the distinction. Content marketing is about just that, marketing, with a focus on acquiring and engaging target audiences, which in turns drives an increase in the bottom line. Content strategy keeps marketing in mind – after all, you don’t want to do anything to harm profitability – but the focus is on planning for the management of content throughout the entire content lifecycle, no matter what the input or output. Content strategy is the umbrella to any content marketing strategy because it does not confine itself to a single content silo or type; content strategy instead provides the glue that connects all sub-strategies together, including content marketing.

Catch up with Rahel at the Gilbane Conference:

Track T: Re-imagining the Future: Technology and the Postdigital Experience

T5: Multichannel Content Management – How do you do it?
Wednesday, December 3: 9:40 a.m. – 10:40 p.m.

Register now to hear more from Rahel and all of our speakers.

See our complete conference program for more details.

HTML5 Proposed Recommendation Published – Call for Review

HTML5 Logo 128HTML5 Proposed Recommendation published on schedule.

The HTML Working Group has published a Proposed Recommendation of “HTML5.” This specification defines the 5th major revision of the core language of the World Wide Web: the Hypertext Markup Language (HTML). In this version, new features are introduced to help Web application authors, new elements are introduced based on research into prevailing authoring practices, and special attention has been given to defining clear conformance criteria for user agents in an effort to improve interoperability. Comments are welcome through 14 October. Learn more about the HTML Activity.

http://www.w3.org/html/wg/

Speaker Spotlight: Terena Bell – Multilingual challenges and the future

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference, December 2 – 4, 2014, and will be sharing their complete answers with you here. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Terena Bell - Gilbane Conference 2014

Speaker Spotlight: Terena Bell

CEO

In Every Language

Follow Terena: @ineverylanguage

 

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Marketing is part of strategy. Think about it like this: An orange is a fruit, but not all fruit are oranges. Marketing is part of strategy but not all content strategy is content marketing.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists?

Money. Basically everything not marketing is great, but you need marketing to funnel money to it all. Regulatory content, user-driven content, all of this is great, but it’s post-sale and needs to be paid for.  If you’re not translating and working in a pre-sale environment, then translation and content are cost centers, not profit drivers. So drive profit and then everyone is funded and happy.

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

I actually just wrote an article on this for MultiLingual Magazine, slated to publish right before the conference! In translation and multilingual content creation, we have been very focused on the what—what are we now translating or localizing because of mobile that we weren’t before, such as apps, mobile-optimized websites, etc. But instead, we should think long-term and focus on the how. How do we translate on a phone? This means shaping translation technology around the idea of a mobile as default environment instead of for a mobile environment. How do we create multilingual or multicultural content on a phone, as opposed to for use on one?

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Heck yes. In Every Language is a translation company. We already have connected things that talk to us—telephones, alarm clocks, cars. If you think those things should only talk in one language, you’re crazy.

Catch up with Terena at the Gilbane Conference:

Track T: Re-imagining the Future: Technology and the Postdigital Experience

T7: Multilingual Challenges – Current and Future
Wednesday, December 3: 11:40 a.m. – 12:40 p.m.

Register now to hear more from Terena and all of our speakers.

See our complete conference program for more details.

 

Web Applications on Mobile: current state and roadmap

The W3C has published the July 2014 edition of Standards for Web Applications on Mobile, an overview of the various technologies developed in W3C that increase the capabilities of Web applications, and how they apply more specifically to the mobile context.

A deliverable of the HTML5Apps project, this edition of the document includes changes and additions since April 2014, notably a new section covers the emerging field of integrated payments on the Web, following recent work started by W3C in this space. Learn more about the Web and Mobile Interest Group (WebMob).

If you think you have figured out your strategy for mixing and matching support for web and mobile channels, keep in mind that this is not a a one-time project but an ongoing affair. There is always discussion about this at our conference, but this W3C activity is a good way to keep up with details minus the bias and hype. Of course the W3C promotes their standards, but that is not a bad thing.