Content 2019
Connections

One Clear Voice

Conference 2019 BOSTON / JUNE 10 · 11 · 12 – BERLIN / JUNE 25 · 26 · 27

Agenda

Explore how to choose the right kind of Acrolinx guidance to achieve your content goals. Learn how to make updates when your goals change.
Learn practical tips and techniques for training your writers on Acrolinx. Understand how to increase their success through motivation and clear communication.
Gain insight into automated content checks. Dive into the “how” and “why” of content fingerprinting. Learn about using Findability and the Content Analyzer to bolster your SEO strategy.
Gain insight into automated content checks. Dive into the “how” and “why” of content fingerprinting. Learn about using Findability and the Content Analyzer to bolster your SEO strategy.
Share your ideas for ways that Acrolinx can add greater value in your organization. Learn about some of the exciting new features and functionality we’re working on.
Weather permitting, Chris and Mike will lead a 1 hour body-weight boot camp on the river. Directions to the site will be provided in your registration pack. Everyone is welcome, and the workout will be designed to be inclusive of all fitness levels.
On average, it costs organizations between 4 and 10 times more to acquire a new customer than it does to keep an existing one. In addition, 20% of your customers bring 80% of your revenue. It's time to cultivate a customer-centered culture across the organization. The next evolution of your marketing strategy is customer marketing, and content marketing is your fuel. Deepening customer relationships with great content creates advocates, develops trust, and inspires customers to be customers for life.

This session will guide you and your team to building and executing a content strategy around the customer the way traditional retention marketing and product marketing never could. This session is about understanding and creating a customer-centered culture, with content marketing at the helm.
The right content drives the customer journey and unifies each and every customer touchpoint. But to manage this content on a global scale across channels in multiple languages requires a new approach that centralizes data, standardizes process, and integrates technology into a unified platform across the entire content supply chain.

The Global Content Operating Model (GCOM) is a comprehensive strategic approach to manage content across departments and platforms, apply processes that address global content creation, translation and delivery and select and benefit from technology and services that lead to growth and sales
Fun Fact: The Liberty Hotel's Alibi Bar is set in the old “drunk tank” of what was Boston’s historic Charles Street Jail. See you there tonight after the party?
The future is now. Join Dr. Andrew Bredenkamp as he looks at the realities around us today, charts a course for the next 24 months, and takes you on a forward-looking journey for the market and for Acrolinx. Understand where our company is headed and the trends that are driving us there. Come away with a clearer understanding of how future growth and opportunity in the content world will affect both your work and ours!
We all know so much about our businesses, but when it comes to content, we tend to focus on post-production analytics. What if we could know more? James Longbotham will take us through Acrolinx Advanced Analytics, providing access to content comparisons, trend analyses, quality, and improvement metrics. Even learn to improve your guidelines and terminology from platform analytics and market feedback.
We all know so much about our businesses, but when it comes to content, we tend to focus on post-production analytics. What if we could know more? James Longbotham will take us through Acrolinx Advanced Analytics, providing access to content comparisons, trend analyses, quality, and improvement metrics. Even learn to improve your guidelines and terminology from platform analytics and market feedback.
Customer experience is at its core, what differentiates your brand from your competition. Customers today will do most of their research before deciding on whether or not to pursue an engagement with your organization. Ensuring that their self guided experience is optimized can be the difference between a potential customer choosing to engage with you or another organization in your industry. This effect can be multiplied even further by ensuring their experience throughout the customer lifecycle exceeds their original expectation. Join Acrolinx Head of Customer Mike Provenzano, along with Julie Ogilvie (SiriusDecisions) and Laura Bellamy (VMware) as they walk through the inflection points from prospect through duplicative value that can build lasting customer relationships.
Customer experience is at its core, what differentiates your brand from your competition. Customers today will do most of their research before deciding on whether or not to pursue an engagement with your organization. Ensuring that their self guided experience is optimized can be the difference between a potential customer choosing to engage with you or another organization in your industry. This effect can be multiplied even further by ensuring their experience throughout the customer lifecycle exceeds their original expectation. Join Acrolinx Head of Customer Mike Provenzano, along with Julie Ogilvie (SiriusDecisions) and Laura Bellamy (VMware) as they walk through the inflection points from prospect through duplicative value that can build lasting customer relationships.
After a day in the Liberty's inside space, our inmates (oops... sorry, scratch that) our attendees are invited to our Annual Content Connections dinner in the old prison yard (weather permitting). The jail’s former exercise yard is now a private, beautifully landscaped courtyard that is destined to take its place among the beloved “hidden gardens” of the Beacon Hill neighborhood.
Hopefully by now, you've had a chance to look around. The jail’s granite exterior and expansive, light-filled interiors remain largely unchanged. Soaring 90 feet, the jail’s central atrium was beautifully preserved and forms the core of the hotel. It features the building’s trademark windows and historic catwalks. The preserved jail cells within the hotel restaurant and wrought-iron work on the windows are just two examples of preservation.
Remember the first time you heard the term Inbound Marketing? Hubspot didn’t invent inbound leads, or the mechanics with which to attract them. Rather, Hubspot shined a light on a process that needed a framework, KPIs, and best practices. Meet Active Content Governance.

Active Content Governance (ACG) is a practice that encompasses programmatic and deliberate practice of quality practices, introduction and use of KPIs, AI-assisted writer guidance, structured and scalable content review, and automated processes.

In this session, we'll dive into ACG, how it works, how you benefit, and how to get started. You'll leave this session charged up and ready to become a believer.
Great content has a purpose and aligning that purpose to your organizations business drivers should be the goal of every organization. Understanding the value that Acrolinx delivers is easy, measuring the value is a challenge. However, innovations that are taking place this year will make this task much easier. In this session we’ll dive into the ROI of great content and explore concepts for those people who are new to Acrolinx and for those of you who are our most mature customers. This is a topic that you want to have your fingerprints all over.
In 1991, Massachusetts General Hospital acquired this "obsolete property" and sought proposals for its reuse, requiring that significant elements of the building be preserved. And here we are at Content Connections 2019. Do you think a famous inmate like James “Whitey” Bulger ever imagined this kind of event happening here?
Are you ready to see magic happen before your eyes? Step onto Platform 19 ¾ to see new features and functions of the Acrolinx Platform in action! In this session, Ulrich and Peter will show you the starting point for a magical content journey and deliver the insights you need to transform your content. They’ll start out with what’s new in Acrolinx in 2019, and expand on our plans to learn from user feedback and add gamification. They’ll then venture on to a live demonstration to show you how to connect content across silos in your enterprise. Finally, they’ll demonstrate how to build apps on the Acrolinx platform that extend its capabilities within minutes.
Don't go too far. But rest assured, if you do, you'll end up right back here after lunch. No one escapes. Elmer “Trigger” Burke, a New York contract killer who had a hand in the Great Brink’s Robbery of 1950, was among those who escaped from the jail but even he was later recaptured.

Agenda

The SiriusDecisions 2018 State of B-to-B Content Study uncovered an alarming fact: 83 percent of all respondents indicated that less than 75 percent of their content was used internally or externally in the last two years. The same study showed a strong correlation between content quality and content waste. Teams that showed significantly higher use of their marketing content both internally and externally were 50 percent more likely to cite low quality as the reason content went unused. It's reasonable to conclude that marketing teams that reduced content waste did so principally through improving content quality, i.e. active content governance.

In this talk, James Mathewson, Research Director: Content Strategy and Operations for SiriusDecisions, will unpack these and other relevant findings from the State of B-to-B Content Study in terms of the best practices found within the SiriusDecisions Content Factory Framework.
1. The content team at HSBC. Why we exist and why we looked to automation to help us.
2. Use cases within a financial services organisation. We work with a variety of content types and each requires its own approach. I’ll provide an overview of how we are helping and using Acrolinx to do that.
3. Challenges. What we see in our organisation and how we are looking at Acrolinx as part of the solution to them.
For some years now at least half the marketing world has been discussing "content marketing". But this time comes to an end, the term "content marketing" will soon no longer have a function. On the one hand, every form of marketing must meet the high demands of attention-diminished target groups: Marketing without "content" is therefore hardly conceivable. On the other hand, there is still "content" in many other disciplines, not only in marketing: content therefore goes far beyond marketing.

Mirko Lange, the founder and managing director of Scompler, often referred to as "the German Content Pope", shows in his inspiring lecture that the idea of "content" goes far beyond the boundaries of silos. What is needed is a comprehensive change in all communication, and this means orienting oneself in every respect to the needs of the target groups. Those who do not take this into account will simply not be considered in the future.
To stay up with creating quality content well-tuned to various audiences, humans need to partner with machines. And, fortunately for all of us, Acrolinx software is one such valuable machine-based partner. Dell EMC has been using Acrolinx and working with the company since 2013 to make the value of Acrolinx real across our organization. During this talk, I’ll share some of our key challenges and lessons learned over these past six years.
The future is now. Join Andrew as he takes you on a forward-looking journey for Acrolinx. Understand where our company is headed and the trends that are driving us there. Come away with a clearer understanding of how future growth and opportunity in the content world will affect both your work and ours!
We already know that when you read this, your curiosity will be spiked, and you’ll want to know more! So, what are you waiting for? Come and find out what emotion detection is, and why we believe it’s a game changer for engaging customer and employee audiences. And come and find out what Acrolinx is doing about it!
From all human sensory organs, it is the visual perception that captures the external impressions the fastest. That is why not only most people, but also many companies, attach great importance to their appearance. They dress in logos and uniform, expressive colors and forms. CLAAS has defined firm rules for Corporate Design. Corporate Design makes CLAAS visually independent and recognizable.

What is often too short in companies is the potential of language. The human brain does not grasp language as quickly as visual impressions, but it stores information better and more long-term. With a Corporate Language, CLAAS wants to become independent and recognizable in texts and spoken language in future. Therefore, three elements have been defined and are processed across several departments at CLAAS: accuracy (terminology), comprehensibility (style) and recognizability (tonality).
Arm is a leading developer of technology that is licensed to semiconductor companies. Seventy percent of the of the world’s population uses Arm technology. With a partnership-based culture and business model, Arm’s customers take advantage of learnings from a uniquely collaborative ecosystem.

Arm’s traditional technical content consists of technical reference manuals and user guides, written in a formal tone and aimed at large corporate partners. Today, Arm’s content focus also encompasses blogs, forums, and ‘common task’ tutorials that teach a wide range of developers how to build Arm technology into their connected devices. Arm’s technical writing tools, including Acrolinx, need to keep up.

This talk will explore that journey. How are we updating our technical writing guidelines, and our Acrolinx guidelines and term sets, to treat less formal language? How can we address the challenges of global audiences, and the needs of both technical and non-technical writers at Arm? How does Acrolinx help Arm connect its users with the clear, consistent information they need, when they need it? What sort of automated continuous delivery pipeline can aid Arm’s technical writers in this process?
Arm is a leading developer of technology that is licensed to semiconductor companies. Seventy percent of the of the world’s population uses Arm technology. With a partnership-based culture and business model, Arm’s customers take advantage of learnings from a uniquely collaborative ecosystem.

Arm’s traditional technical content consists of technical reference manuals and user guides, written in a formal tone and aimed at large corporate partners. Today, Arm’s content focus also encompasses blogs, forums, and ‘common task’ tutorials that teach a wide range of developers how to build Arm technology into their connected devices. Arm’s technical writing tools, including Acrolinx, need to keep up.

This talk will explore that journey. How are we updating our technical writing guidelines, and our Acrolinx guidelines and term sets, to treat less formal language? How can we address the challenges of global audiences, and the needs of both technical and non-technical writers at Arm? How does Acrolinx help Arm connect its users with the clear, consistent information they need, when they need it? What sort of automated continuous delivery pipeline can aid Arm’s technical writers in this process?
Important Details:
We will meet at 5:15 pm in the conference hotel lobby for a 20 minute walk along the Spree river to the German Federal Parliament. If you prefer to get there on your own, please meet us at 5:45 pm at the visitors center (Besucherdienst) of the German Federal Parliament at the following address:

Deutscher Bundestag
Besucherdienst
Platz der Republik 1
11011 Berlin

Please be on time! All visitors have to pass a security check before entering the German Federal Parliament. So please bring your ID card with you. At 6:00 pm, we'll start in groups with a guided tour through the impressive glass dome of the building. Right after that, we'll invite you to an exclusive dinner at the Käfer rooftop terrace restaurant of the German Federal Parliament with a breathtaking Berlin panorama. You'll enjoy it for sure!
Customer experience is at its core, what differentiates your brand from your competition. Customers today will do most of their research before deciding on whether or not to pursue an engagement with your organization. Ensuring that their self guided experience is optimized can be the difference between a potential customer choosing to engage with you or another organization in your industry. This effect can be multiplied even further by ensuring their experience throughout the customer lifecycle exceeds their original expectation. Join Mike as walks through the inflection points from prospect through duplicative value that can build lasting customer relationships.
Great content has a purpose and aligning that purpose to your organizations business drivers should be the goal of every organization. Understanding the value that Acrolinx delivers is easy, measuring the value is a challenge. However, innovations that are taking place this year will make this task much easier. In this session we’ll dive into the ROI of great content and explore concepts for those people who are new to Acrolinx and for those of you who are our most mature customers. This is a topic that you want to have your fingerprints all over.
Are you ready to see magic happen before your eyes? Step onto platform 19 ¾ to see new features and functions of the Acrolinx Platform in action! In this session, Ulrich and Peter will show you the starting point for a magical content journey and deliver the insights you need to transform your content. They’ll start out with what’s new in Acrolinx in 2019, and expand on our plans to learn from user feedback and add gamification. They’ll then venture on to a live demonstration to show you how to connect content across silos in your enterprise. Finally, they’ll demonstrate how to build apps on the Acrolinx platform that extend its capabilities within minutes.
Content is how we transmit knowledge, so every company needs content competence. But with distributed content creators, multiple tools and multiple ways of working, content competence is often elusive. In this session, you will learn how Philips uses an enterprise content framework to establish a common content language, align content stakeholders behind a common strategy, and begin executing a multi-year content transformation.
ASML, one of the world’s leading manufacturers of semiconductor chip-making equipment, will share their strategic thinking and decision criteria for selecting content-related software solutions. Learn what challenges ASML has been facing and how SDL’s CCMS Tridion Docs and the Acrolinx content governance platform can address them.
When Volvo started using Acrolinx in 2013, they had 3 users. Since then, there has been an ongoing work to spread Acrolinx throughout Volvo. Today, Acrolinx is available for a wide range of content types within 17 business units, all with different needs and demands. This session presents the work that enabled this transition, the challenges that have been faced and important insights.
In the past few years, KONE has moved from linear documentation to modular, XML-based content. A significant part of the process has been harmonizing the content for global reuse. This session demonstrates how KONE set up the process and target metrics for the global community to encourage and enforce global standards and content control with Acrolinx.
The session will present how Danfoss Drives will enable their customers to get the full use of the controlled, modular, intelligent and unified product guidance. Pasi Savola will give an update on the digital development and content control, with a glimpse to their troubleshooting chatbot utilizing the well-toned content.
Explore how to choose the right kind of Acrolinx guidance to achieve your content goals. Learn how to make updates when your goals change.
Learn practical tips and techniques for training your writers on Acrolinx. Understand how to increase their success through motivation and clear communication.
Gain insight into automated content checks. Dive into the “how” and “why” of content fingerprinting. Learn about using Findability and the Content Analyzer to bolster your SEO strategy.
Share your ideas for ways that Acrolinx can add greater value in your organization. Learn about some of the exciting new features and functionality we’re working on.