Lead Generation in 2016: Leveraging Marketing Automation & Content
DITAToo DITA CMS: Your Easy Entry to DITA
Content automation is about manipulating different pieces of information. Information about product components can be retrieved from a bill of materials, matching content can be found in the content repository based on metadata, and then put together into a deliverable, according to a pre-defined logic. If information about each product component and its interaction with other components is formalized in some standard way, it can be relatively easy transformed to a visual representation. To make individual pieces of information retrievable and recognizable, they must be addressable. Addressability of data is the key to content automation.
Each cell has a unique address, like A1 or C4, so it can be used to retrieve the data from the specified cell. An example of a non-addressable data is any plain text, for example, anything you would type in Notepad. This is a monolithic text whose individual paragraphs don’t have any ID or anything similar that would allow you to directly address to a specific paragraph or maybe even to a piece of text within a paragraph. Finally, semi-structured data is the best of two worlds. It’s much more flexible and less restrictive than data in a tabular format.
On the other hand, almost every single piece of information is addressable or can be made addressable. If the structure is semantic, it’s even better because you can also know the actual meaning of each piece of information. Having such a structure lets you manipulate content as you want: you can automatically generate an entire documentation, disintegrate the original content, re-aggregate it in a way required for a specific context, or dynamically change the visual representation of the content depending on the content specifics and user needs.
Marketing Automation 101: Content and Training Resources
Marketing automation technology first appeared about 15 years ago to allow marketers to more effectively and efficiently accomplish tasks. Automation allows companies to analyze, standardize, and generally streamline a wide range of marketing tasks and workflows. Rest assured, that isn’t so! All you need to get started with marketing technology are the right resources to move you from greenhorn to automation wizard. Yes, it may sound cheesy, but the 2014 book, written by Pardot Marketing Automation Evangelist Mathew Sweezey, is an outstanding practical guide to implementing automation.
This Eloqua e-book breaks marketing automation down to examine the core elements of modern marketing strategy. The Chief Marketing Technologist Blog discusses marketing automation’s impact on strategy, management, and culture. As an inbound marketing giant, HubSpot is one of the best sources to look to for marketing courses of all kinds. Join a group in one of 50+ cities globally, or find a virtual group online tailored to a particular subject, such as marketing automation. LinkedIn Groups, such as Marketing Automation Software, Marketing Automation Experts, and Marketing Automation Network, are great places to seek information and get answers to your most pressing marketing automation questions.
Coming at marketing automation from a B2B perspective, Eric Wittlake provides valuable advice with his expertise in the technological side of marketing as well as direct strategic initiatives. If you would like more resources on marketing and sales technology, also check out The Definitive Guide to Marketing Automation. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don’t worry … it’s FREE!
Security content automation protocol compliance checker v. 4.1.1
The National Institute of Standards and Technology developed SCAP to assist government IT system administrators in configuring IT products, to provide greater levels of security, and produce evidence of compliance to high-level requirements. SCAP enables an automated, standardized approach to maintaining the security of complex enterprise systems, such as implementing security configuration baselines, verifying the presence of patches, performing continuous monitoring of system security configuration settings, examining systems for signs of compromise, and having situational awareness-being able to determine the security posture of systems and the organization at any given time. The Navy’s SPAWAR Systems Center developed the SCAP compliance checker as a SCAP validated tool for identifying adherence to the underlying SCAP protocol. SCC parses requirements from SCAP content streams which are composed of specifications such as the asset reporting format, SCAP expression and checking languages, the open checklist interactive language, and common platform dictionary. It then surveys target systems for compliance with those requirements and produces detailed results in XML, HTML, and text formats.
The reports allow system administrators to efficiently bring their systems into compliance. SCC performs XML schema validation on both input and output XML files. SCC performs digital signature validation using the trust model specification, and verifies that the content was signed using a known and trusted digital certificate. SCC supports other tests not required by SCAP 1.2., and many operating systems not officially part of SCAP 1.2, including Solaris, Mac OS X, HP-UX, AIX, and Debian Linux.
Setting Yourself Up for Success With Machine Learning + Content Automation – Content Science Review
This piece is the first in a three-part series on how to employ machine learning to enable content automation and optimize your content experience. Machine learning requires a wealth of data to perform effectively, and the right content delivery system to interpret it. A sophisticated content delivery system infers a user’s intent from detailed user data, then matches that intent with the appropriate content based on the content’s attributes and past performance. Employ machine learning to enable content automation. Finding the appropriate content relies on having data connected to your content.
How they got to that content, both the channel through which they landed on your site originally and the path they took to get to the piece of content. To truly automate, personalize, and optimize the content experience, you need a content delivery system that knows how to interpret this data. A digital content management platform needs to be able to use the data above to deliver the right content to the right user at the right time. Because the most appropriate content for a specific user can vary, you may focus less on creating complete documents and focus more on creating reusable content components. It will look at the user’s identification data, their current and past behavior with your content, infer the user’s intent, and match that intent to the content.
If a user does not accomplish their goal using the content optimized for them, in their next session the content management platform will need to attempt a different content approach or delivery. Finding the right content management platform is a crucial step, but even the best systems will only be as good as the user and content data you’re feeding it.