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Connecting the DotsManaging, mentoring, and measuring content for marketing
James Mathewson, Program Director, Content Platforms, IBM
05.08.2018
• Managing content with Acrolinx• Style, usage, terminology, and tone• Governance• Workflow
• Mentoring authors and editors• Guidance• Training• Content strategy
• Measuring content effectiveness• Marketing KPIs• Business segmentation• Causation and correlation
Connecting the Dots
Where do you start?
Managing
MentoringMeasuring
ManagingAligning Acrolinx to corporate standards and content workflows
Style, usage, terminology, and tone
Governance
Do you have duplicate content?
Are there valuable content opportunities that no one in your company is working on?
Do your departments compete against each other for audience time and attention?
Content workflow
MentoringUsing Acrolinx to train writers and editors
Guidance
Training
Content strategy
MeasuringUsing Acrolinx to get results
Marketing KPIs
Lead conversion funnel. Image credit – Business2community.com
Business segmentation
Causation and correlation
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