global content must haves final
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Global Content Must-Haves for Technologists, Marketers, and Communicators
Presented by:
Steve Walker, Senior DirectorGlobal Content Solutions Practice
February 28, 2012
Experis | Tuesday, April 18, 2023 2
Global Content Must-Haves
General Information• Share the webinar
• Ask a question
• Votes (polling questions)
• Rate (before you leave)
To access today’s materials, please visit:www.experis.us/materials
Experis | Tuesday, April 18, 2023 3
Global Content Must-Haves
Earning CPE Credit• To receive 1 CPE credits
for this Webinar, participants must:– Attend the Webinar
for at least 50 minutes on individual computers (one person per computer)
– Answer polling questions asked throughout the Webinar
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Global Content Must-Haves
Introducing Steve Walker
– Senior Director in the Experis Global Content Solutions practice
– Responsible for Enterprise Content Management (ECM) Solution Design
– 17+ years experience in ECM industry
– Areas of expertise include enterprise content management strategy and cross-platform implementations, globalization strategy, web content management
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Global Content Must-Haves
Goal
• Understand dynamics at play across Content Consumers so that you are better informed on the unique challenges of each
• Understand how your organization fits into a Content Profile
• Review Global Content Delivery models
• “Must-haves” that cross our Content Consumer model
Take-Aways
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Global Content Must-Haves
Agenda
• Review the problem of “Content misalignment”
• Persona Review– Marketing
– Communication
– Technology
• Global Content Defined– Content Users
– Content Delivery models
• Content Alignment “Must Haves”
Content Misalignment
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Global Content Must-Haves
The Global Content “World” is …..
Mobile
Press Briefings
Web Content
Product InformationTechnical Manuals
Internal Forums
Management Communication … and More
Intranets
Extranets
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Global Content Must-Haves
The Global Content “World”
• The “World” has
– An Internal focus that consists of our internal peers that are producing and consuming content
– An External focus thatare Consumers and organizations that will benefit from your effective content management
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Global Content Must-Haves
Polling QuestionQ: What is your biggest challenge with your Global Content
management?
A. We don’t know how to do it effectively.
B. It is costing too much.
C. We are segmented into various groups and see inefficiencies.
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Global Content Must-Haves
Factors that Impact the Global Content “World”
Personas–Marketers
–Technologists
–Communicators
Technologies–ECM systems
–Enterprise Search
Consumers–Internal
–External
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Global Content Must-Haves
The Issue
Q: What can we do to minimize content misalignment?
A: Understand and unify unique interests to improve the effectiveness of our content management decisions
Persona Review
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Global Content Must-Haves
Marketers
Technologists Others
Communicators
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Global Content Must-Haves
Individuals who are responsible for successful selection, procurement, implementation and support of yourECM technologies.
Challenges:
• Technology selection
• Enterprise vs. Departmental
• ECM “Interoperability”
• Knowledge management and Collaboration
• Software/System Internationalization
• “Findability”
• Ongoing support and maintenance (3- to 5-year lifecycle)
• Mobile access and security
Technologists
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Global Content Must-Haves
Individuals who are responsible for selling and/or promoting goods and services.
Challenges:
• Business agility
– Rapid implementation and deployment
• Market testing (L10N)
• Content consistency (L10N)
• Governance around branding (L10N)
• Legal compliance
• Creative content creation
• Mobile consumption
• Regional control
Marketers
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Global Content Must-Haves
Individuals who are responsible for employee, consumer and/or other business communication.
Challenges:
• Content re-use
• Findability
• Legal compliance
• Mobile consumption
• Authoring and editorial
Communicators
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Global Content Must-Haves
Polling QuestionQ: Which persona do you most closely resemble?
A. Technologist
B. Communicator
C. Marketer
Global Content Defined
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Global Content Must-Haves
Your global content managementdecisions are impacted by
your content users and yourcontent delivery models.
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Global Content Must-Haves
Content Users
• Content Producers– Responsible for large volumes
of initial content creation
• Content Contributors– Responsible for review,
editorial, and collaboration
• Content Consumers– Will be using content in some
manner
– Can be internal or external
Producer
Contributor
Consumer
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Global Content Must-Haves
Content Delivery Models
• Local Producer/Contributor for Local Consumer– Can have multilingual attributes
• Local Producer/Contributor for Global Consumer
• Global Producer for Global Consumer– Many different internal producers with centralized governance
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Global Content Must-Haves
Why are These Users and Models Important?
• Our decisions on how to more effectively manage content will be based on the user types and how our organization is producing and consuming content.
• Example 1 – Knowledge Management
• Example 2 – Web Content Management
• Example 3 - Authoring
Content Alignment – Must-Haves
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Global Content Must-Haves
Defined
Content Alignment is the process of incorporating our personas, content users and content delivery into our organizational content management decisions.
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Global Content Must-Haves
Must-Haves
1. Answers to your key questions• Who are your main producers,
contributors, and consumers?
• Where are they located?
• Who owns the content and the content delivery process?
2. Understanding of core challenges across personas• Findability
• Knowledge management will be centralized
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Global Content Must-Haves
Must-Haves
3. Acceptance that one solution doesn’t fit all- Authoring, digital asset management (DAM), record management, and more
4. Internationalization and Localization protocols and approaches established.
Can we change this out for one of the other graphics, like the exploding computer?
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Global Content Must-Haves
Polling QuestionQ: What is your organization’s goal for improving your global content
management?
A. Improve internal communication with a multi-lingual/multi-regional workforce
B. Reach a broader audience
C. Ensure that all of internal capital (i.e. content) is properly leveraged by our organization
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Global Content Must-Haves
Must-Haves
5. Core Global Content production governance• Writing and style-guide adherence
6. Interoperability• Enhances “findability”
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Global Content Must-Haves
Must-Haves
7. Integration of international talent pools for internal and externalcontent production and management
8. Technical considerations• Focus on search appliance technologies
with multilingual gisting
• Translation memory and management processes
• Internationalization support of various technologies
Can we change this out for another graphic, like the compacted box of components?
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Global Content Must-Haves
Must-Haves per Persona
Technologists
Marketers
Communicators
Localization Management
“Findability”
Interoperability
Internationalization Plan
Content Consistency
Content Ownership
In Country/Region Support
Global Brand and Style Guide
Mobile Support
Wrap-up
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Global Content Must-Haves
Goal
• Understand dynamics at play across content consumers so that you are better informed on the unique challenges of each
• Understand how your organization fits into a content profile
• Review global content delivery models
• “Must-haves” that cross our content consumer model
Take-Aways
Questions
Experis | Tuesday, April 18, 2023 35
Global Content Must-Haves
Questions?
For more information please contact:
Steve Walkersteve.walker@experis.com
(804) 521-5255
www.experis.us/gcs
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Global Content Must-Haves
More information
For more information,please visit
www.experis.us/gcs
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