Shipley Compliance Matrix

3 Ways to Improve Your Compliance Matrix Process

3 Ways to Improve Your Compliance Matrix Process We have been helping proposal teams become more productive for the last 5 years. We work extensively with proposal managers, proposal coordinators and capture managers. During that 5 year period, we learned a lot about how people work with Compliance Matrices. And how best to most effectively …

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3 New Readability Insights for Content Audits

3 New Readability Insights for Content Audits Our mission is to drive clear, understandable Web Content. It’s simple; Clear, readable web content drives better engagement. Our customers agree. And over the last few months we received lots of really great product suggestions. So recently we pushed out 3 new scoring improvements for VisibleThread Web. You may have noticed these already, but …

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SEO Adobe Summit

Content Marketing At The Adobe Summit | An Insider’s Guide

Adobe Summit Content Marketing

Content Marketing At The Adobe Summit | An Insider’s Guide
Adobe Summit

Last week we descended on Salt Lake for the Adobe Summit. We loved it. What a great event! We were honored to launch VisibleThread Web 2.0 at the summit.

Our new website content analysis tool went down a treat with all the content marketers and authors in attendance. Thanks to all who visited our stand. We hope you enjoyed it as much as we did!

Adobe kindly posted all keynotes and many sessions here. We didn’t get to attend as many talks as we wanted, but here’s a quick recap of the ones we did. Notice the content analysis and marketing bias?!

Map content to the customer journey | Dave Lloyd

Dave Lloyd the Senior Search Manager at Adobe’s talk on SEO was brilliant. With the below diagram Dave outlines what he believes to be the core factors Google use to determine rank.

SEO Adobe Summit - web content

For hardened SEOs and content marketers it seems to be similar to the standard Google search guidelines. What’s interesting is that he believes relevance and importance to have a similar amount of impact on rank. This is a good endorsement for marketers who have been focusing their efforts on content distribution.

Dave also explained, central to his approach is mapping content to customer intent. That intent for example may be to learn, purchase or request support. Adobe create their content strategy around this approach. As you can see in the below slide different search results answer different customer needs and intents. Not just a one for all approach!Content Marketing Adobe

Get through the clutter | Irina Guseva & Jay Kerger

Irina and Jay told us how cluttered content marketing has become. They used this pretty scary quote from Goolge’s Eric Schmidt to prove it:

Eric Schmidt

To break through the noise Irina and Jay suggest peer reviews and collaboration. They believe this is how to keep content quality high and how to educate content teams. They also recommend providing content governance and “guide rails” to guide writers. This is something we’ve been doing for years.(Self-praise is always best!) We simply use our readability scores on VisibleThread Web as our guide rails.

3 tips on personalisation | Urosh Pajic and Peter Krmpotic

Urosh and Peter gave a great talk on content optimization and personalisation. They explained the age of personalisation is here. As Urosh said “nobody wants to serve a Seahawks fan in a Patriots jersey!” It just doesn’t makes sense. Their three tips for personalisation goodness are:

  1. Shorten the cycle of iteration – This means being agile. Personalization cannot be a monthly update. It needs to be instantaneous with changing customer needs.
  2. Close the feedback loop – Great content is not enough. Authors need a feedback loop. The feedback should give authors live data on how well content is performing. This should come from analytics.
  3. Empower people with great tech – Technology needs to work seamlessly together. Authors need to be working on personalization, SEO and user experience when writing a post. Not trying to optimize later.

I hope you enjoyed our quick recap! Want to join the conversation? If so, please get in touch at: support@visiblethread.com.


Slide Decks from the VisibleThread Users’ Conference 2014

Slide Decks from the VisibleThread Users’ Conference 2014 We had a really great users’ conference last week in Tysons Corner, Virginia. Some excellent use cases by customers applying VisibleThread for corporate sales and marketing teams. Clear value around increased efficiency and better content insights. We met many of our customers in person, including representatives from …

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SOW showing concepts from solicitation

Does your sales proposal mirror your customer’s language?

Does your sales proposal mirror your customer’s language? I was working with one of our VisibleThread users recently. They cited this example as one issue raised during a debrief for a lost bid; their customer talked about ‘risk abatement’ in the RFP, they talked about ‘risk mitigation’ in proposal management. Now, most sales professionals are …

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T4-Next Gen - Compliance Matrix

Free starter compliance matrix for T4 Next Gen draft PWS

Free starter compliance matrix for T4 Next Gen draft PWS A few weeks ago, on July 29th, the VA (Veteran Affairs) issued an RFI (Request for Information) for a new program called T4 Next Gen. This is a replacement for the prior vehicle Transformation Twenty-One Total Technology (T4), valued at $12b, and due to expire …

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Blog-Misspelling-example-3

Spelling mistakes on websites – How to kill your online credibility

Spelling mistakes on websites – How to kill your online credibility Avoid making spelling mistakes on websites Misspellings in your web copy are a sure fire way to instantly damage your brand online credibility. Have you ever left a job interview realizing you had a stain on your shirt? Or a blouse in need of …

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VisibleThread Web Background

On the Web, context kills, speed saves – guest post from Gerry McGovern

On the Web, context kills, speed saves You need to find someone to clean your house. Does it help when you arrive at a website and it says: “Looking for a cleaner? We clean your house so you don’t have to. And that saves you lots of time, which we know you are wasting reading this, …

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