By Alan Coleman on 11 Sep 2013
This is another Content Marketing World session. Again, it was the title that attracted me:
“The Content Marketing Futurist – 5 Revolutionary Technologies Content Marketers Can’t Afford to Ignore”
I like to think of myself as a futurist!
So here we go…
1. Automated Translation…aka machine translation, google translate, etc.
Automated translation is a process that uses software to translate content from one language to another. In a global market, reaching customers previously viewed outside the previous scope of the target market. If you want to compete on the international stage, you need to facilitate the global markets understanding of you.
Human translation can be time-consuming and expensive. We need machines.
2. Automated Transcription
We live in a world where we are using and loving video more and more. But little SEO benefit comes from words spoken in a video. It is also difficult to SEARCH for videos which don’t have keywords written in some capacity alongside the video – Google just isn’t the clever yet.
We know that the gang at Moz transcribe their videos. We should start too.
Check out www.koemei.com, which is a great tool which transcribes and translates your videos quickly.
3. Terminology Management
Honestly, I didn’t get this point, but Scott suggested we check out Acrolinx.com. I think it’s like a dictionary for all your key vocab within your company.
I did some research, and here is a definition from Translation Zone:
Acronyms, synonyms and abbreviations can cause frustration for translators, especially when attempting to translate them without a clear understanding of their meaning.
Terminology management allows you to achieve effective and accurate translations by organizing these terms with a clear set of rules for their usage; this ensures that the correct term is used within a translation.
4. Adaptive Content
Adaptive content is content that is structured and designed to adapt to the needs of your customer – not just cosmetically, but also in substance and in capability.
An example of adaptive content is the following: An instruction like “click” on a laptop, turns to “touch” on a smartphone, and “say” in an automobile GPS.
I really think this is going to be a biggie. It will replace the current importance of responsive design. You heard it here first!
To implement this, you need an awesome design team.
5. Component Content Management
This refers to t he creation, administration, organisation and governance of small, discrete, reusable components of content. These components can be any size - a single character, or a few paragraphs, images, hypertext links...
I think the benefit of implementing component content management is that it makes content creation and completion much quicker. We do this at Wolfgang Digital. We have documents which we sort by topic - or example "retail in Ireland". Any insights, research or stats that we find are dropped into that document. Then, when we decide to create an infographic on retail in Ireland, for example, we can just go to our document and boom...you have relevant and usable content at your fingertips.
Write it once, use it often!
Scott suggested we check out astoriasoftware.com
Other things Scott mentioned:
- Wireless electricity
- Flexible services
- Wearable Computing
- Augmented Reality
He finished by saying that we need to start by writing like engineers and then like writers. It's all about tactics and strategy. And accomplished identified goals.
What are your thoughts? Do you think adaptive content is the future? Do you implement a component content management system?
