It’s time for a little quiz. I’m going to run 5 terms by you quickly, you have to tell me what they mean. Ready?
- “customer experience”
- “social business”
- “content is king”
- “customer is king”
- “the squeaky wheel gets the grease”
How did you do? Not so great I bet. If you are a business trying to sell your product or service, you probably don’t really care about all these terms marketers are throwing around. You just want to know how to give your customers and prospects the information they need to make the decision to buy from you and/or be happy in the decision they did make to buy from you.
We seem to finally be settling into a world where the customer has most of the power. What this means is that you can have all the fancy websites and marketing brochures you want, but if you aren’t thinking about what your customers need to make decisions, then you’re wasting a tidy sum. And these decisions, by the way, should be in your favor — that’s kind of important.
More Information Than You Know
The online world has become a place where people can quickly find information. But it’s not the only place they look. So you need to be sure you are consistent in your approach to providing that information. Content is the tie that binds all your marketing and support channels together. But it’s about more than great content. You have to offer that content in the right context.
This is the eighth video in The Intelligent Content Series. Today’s video interview is with Brenda Huettner, Technical Communicator at P-N Designs, Inc. In today’s video, Scott and Brenda talk about accessibility; common accessibility problems, how usability and accessibility are related and the difference between situational versus physical disabilities when it comes to consuming content. Preparing content so that it’s accessible on both a physical and/or situational basis is just good business because it makes the content consumable by all.
Brenda is also co-authoring a book with Char James-Tanny, Communicating with Everyone. For those of you who are interested in learning more about the upcoming book visit XMLPress.net.
This is the sixth video in The Intelligent Content Series. Today’s video interview is with Michael Fritz, Executive Director of the German Division of the Society for Technical Communication. In today’s interview Michael discusses the Tekom Conference in Germany, one of the largest tech comm conferences in the world. Last year over 3,500 technical communicators attended! Michael also discusses the differences between the EU and American tech writers and why social tools aren’t as prevalent in Germany as they are in America.
A great interview – thank you Michael for participating in this series!
This is the fifth video in The Intelligent Content Series. Today’s video interview is with Kevin Watson, Marketing Director at MultiLingual Computing, the leading source of information for the language industry and businesses with global communications needs.
In this interview, Kevin and Scott discuss the different facets of MultiLingual Computing including Worldware, Localization World conference and MultiLingual Magazine. Kevin discusses why these resources are important for learning localization, the importances of going global, why managing virtual teams is a necessity and the technical, cultural and linguistic issues with going global.
This is the fourth video in The Intelligent Content Series. Today’s video interview is with Kit Brown-Hoekstra, Principal at Comgenesis, LLC. An expert in collaboration and virtual team management, Kit discusses basics like how to teach content strategy, develop a globalization and documentation strategy, why managing and enabling teams is so important and how to remove roadblocks so that your teams can achieve the common goals of the company and group.
If you’re interested in reading more from Kit, you can buy her book “Managing Virtual Teams: Getting the Most from Wikis, Blogs, and Other Collaborative Tools” on Amazon or follow her on Twitter.
This is the third video in The Intelligent Content Series. Today’s video interview is with Jennifer Beaupre, Director of Global Marketing at acrolinx GmbH. Acrolinx provides enterprise solutions to connect content and communication for organizations of all sizes. Whether it is corporate messaging, outsourced content development or user-generated information about a company’s products and services, Acrolinx drives enhanced productivity, enabling companies to communicate with a single, unified voice from every corner of the globe.
Watch this short, yet interesting video where Jennifer explains why content quality is so important within an organization. Jennifer will also talk about how Acrolinx analyzes language in forums, website, content and provides actionable insights that you can reincorporate into your content which helps search-ability, keyword cohesion and corporate terminology consistency. A great interview all around!
This is the second video in The Intelligent Content Series. Today’s video interview is with Derek Olson, Vice President at Foraker Labs. Foraker Labs is a web and mobile app development company from Boulder, CO. In the video below, Scott and Derek discuss the mobile app Foraker Labs developed for BreastCancer.org. As Derek explains, they built this free app to be a resource for people who’ve been diagnosed with breast cancer and are in need of information at this critical point in their lives. The next phase of the app includes treatment personalization, multi-diagnostic and translation features.