It hasn’t always been easy for governance and compliance issues to get the attention they need in organizations. This has been especially true with regard to digital content. In today’s global environment they are not something that can be easily ignored. Also, businesses are realizing that governance is not just about legal protection. There are customer experience, brand, market reach, and operational benefits as well. Join expert Kristina Podnar to learn more…
B106. Delivering digital excellence with global compliance & integrity
Faced with complex multi-site, multi-language, multi-channel digital presences, many organizations struggle to provide exceptional digital customer experiences, especially those on a large, distributed digital team. With the growing number of compliance requirements and international regulations, can you successfully deliver a digital strategy with repeatability and integrity? This talk defines policies and standards that can be leveraged throughout the enterprise for digital success—whether that is a website redesign, technology re-platform or implementation of mobile applications and social software.
Monday, April 29: 4:15 p.m. – 5:00 p.m.
Kristina Podnar Digital Policy Consultant, NativeTrust Consulting LLC
Content is certainly the unifying element of a brands’ marketing across physical as well as digital channels. Once you have created your killer content how do you maximize its reach? How do you push out your content beyond your own channels in ways that are manageable? This session includes presentations by two organizations that have built marketing strategies based on the centrality of content and the power of effective distribution.
Join us Wednesday, December, 3: 8:30 a.m. – 9:30 a.m. at the Gilbane Conference to learn more.
Moderator: Tim Bourgeois, Founder & Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Speakers: Patrick Cassidy, Head of Global Digital Brand Marketing, New Balance, and Pete Strutt, Creative Director, Almighty The Content-Powered Organization Keith Guyett, VP of Marketing & Communication, Builder Homesite Pitch Perfect: How a Content Hub Can Harmonize Your Marketing
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.
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
Workshop D. Adaptive Content Modeling for Omnichannel UX
Speaker:Noz Urbina, Consultant and Founder, Urbina Consulting
Thursday, December, 4: 1:00 p.m. – 4:00 p.m.
Your users need you to come to this session, even if they don’t know it. Multi-channel, or “COPE (create once, publish everywhere)”, content is a bit of a holy grail. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies. All this should improve the experience of users, and benefit the organizations that serve them. Adaptive content is content that is nimble enough to realize all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modeling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through a non-terrifying introduction to getting started with modeling your own content in a future-proof way. Learning objectives:
The knowledge that their content is already more structured than they realize.
A solid sense of what semantic, structured content actually is and its relationship to adaptive content, multichannel, and UX.
This workshop is designed for either intermediate or expert attendees. Bring your laptop and go home with samples and templates.
Workshop E. CMS Implementations: The View from the Implementor’s Side
Speaker:Deane Barker, Director of Business Development, Blend Interactive
Thursday, December, 4: 1:00 p.m. – 4:00 p.m.
Ever wanted to know how CMS integration shops approach projects, and how you can better work with them or use their techniques in your own organization? In this workshop, Deane Barker will explain the ins and outs of CMS project work from the perspective of a veteran integrator, with the goal of helping you understand how best to find an integrator, work with your chosen integrator, or manage your project and team. Learn about how integrators:
Manage client expectations
Execute and manage development
Support existing implementations
Workshop F. What’s it Worth? Assessing the ROI of your Content
Speaker:Lindy Roux, VP, Content Marketing and Strategy, Rauxa
Thursday, December, 4: 1:00 p.m. – 4:00 p.m.
No matter how well researched and deliberate your content strategy is, the proof lies in the pudding and the most successful content professionals continually evaluate the effectiveness of their content and adapt their strategies to improve the return. Too often, content is evaluated or audited only when a major digital shift is in play (a move to a new CMS, a new marketing automation tool, a new campaign launch.) In order to be truly successful, that evaluation should be ongoing, providing the opportunity to learn from past content marketing successes and failures. Lindy Roux will demonstrate an approach to content evaluation across multiple channels, based on qualitative and quantitative assessments, which has been used to help organizations understand the true ROI of a piece of content. The session will end with a practical exercise in content evaluation where participants will try their hand at developing assessment criteria and then applying these to real content. Participants in the session will learn:
How to establish content goals that are measurable and realistic
A way to evaluate content against these goals
How to establish a regular review workflow and process
An approach to optimization across all channels
The appropriate team structure for ongoing content performance
Thank you all for the Gilbane Conference speaker proposals. We received a record number again this year. We are now busy evaluating, organizing, and mapping proposals to the topic areas our audience needs to hear the most about.
If you have submitted a proposal you can expect to hear from us over the next 6-7 weeks. With over 300 submissions we’ll have to make some difficult choices and we will be contacting many of you for further discussion.
Miss the deadline?
For all of you who missed the deadline to submit proposals for this year’s conference, our policy is that we always accept proposals – in fact we accept them all year long if you use our submission form – however, proposals received after the deadline for each conference miss the first review by the program committee and some of the early decisions. If we have two good proposals on the same topic the on-time proposal gets preference. Also, decisions are largely made on a rolling basis once the deadline passes, so if you have missed the deadline it is still a good idea to submit as soon as possible.
If there is a particular topic we need more proposals for we will post about it on this blog, so stay tuned.
The Gilbane Conference on Content and the Digital Experience is designed for marketers, content managers, technologists, and executives responsible for building strategies and implementations for compelling multichannel digital experiences for customers, employees, and partners. Topics are organized into four main tracks:
Content, Marketing, and the Customer Experience – Designed for marketers, marketing technologists, growth hackers, content managers, strategists and technologists focused on customers and digital marketing.
Content, Collaboration and Employee Engagement – Designed for content, information, technical, and business managers focused on enterprise social, collaboration, intranet, portal, knowledge, and backend content applications.
Re-imagining the Future: Technology and the Postdigital Experience – Designed for technology strategists, IT, and executives focused on the future of content and either internal or external digital experiences.
Digital Strategies for Publishing and Media – Designed for publishing and information product managers, marketers, technologists, and business or channel managers focused on the transition to digital products.
What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?
The best overall strategy and the biggest challenge are the same: creating and managing content that can be optimized for each channel and device including those not anticipated. In short, true Multichannel Content Management, or MCM if we can deal with yet another acronym (Yaa!). Of course the “multichannel” is only necessary for emphasis because “web” content management has been dominant for a few years, and “enterprise” content management was hijacked by the document management interests early on. Perhaps soon, “multichannel” will be redundant and just plain old “content management” will suffice.
Multichannel content management is really hard. Organizations have been implementing such “single source publishing” or “create once, publish everywhere” systems for many years, but the difficulty and cost prevented most from taking it on and forced others to give up even knowing it was the right thing to do.
Multichannel content management is still hard, but it was one thing to hesitate when there was only one extra channel – now there are n+1 channels, the cost equation has changed, and you can’t build a sustainable digital experience without solving this problem.
Organizations who successfully built multichannel content management systems in the past were largely those with direct access to technologists, for example technical documentation, product support, engineering, and R&D. Marketing organizations, aside from a few with large global presences and big brand asset management problems, mostly stayed away – technology and cost were fearsome, and organizational structures and agency dependencies also created barriers. Staying away is no longer an option. Reaching today’s consumers requires an n+1 distribution strategy.
In her keynote presentation, Marriott’s Meg Walsh inspired the audience with her discussion of their distribution and scale challenges and the necessity for a strategy based on adaptive content that is device agnostic – in other words, a multichannel content management capability. She shared a wonderful quote from Jonathan Perelman, VP, Agency Strategy @Buzzfeed, “Content is King, but Distribution is Queen, and She wears the pants.”
Note that Meg’s role is very much that of a marketing technologist. She ran the content management practice in Marriott’s sales and marketing group before moving to Marriott’s IT organization to take responsibility for technology platforms to support the sales and marketing activity.
We’ll be covering much more of what one attendee called “Real multichannel content management and publishing” at this year’s conference, and would love to hear from more marketing organizations that are making the Distribution Queen happy.
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