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