by Mandy Brown
Mandy Brown will make the business case for content—demonstrating the ways in which building community, changing ad models, new forms of patronage, and frictionless payment systems can support the expensive work required for good content. Along the way she'll advocate for the reading experience and show how it's critical to sustainable publishing.
In late 2009, Sarah Cancilla joined Facebook as the company’s first official content strategist. Less than a year later, her team is four strong and still growing. What prompted Facebook to embrace content strategy, and what motivated them to scale the practice so quickly? Join Sarah as she discusses the rapid evolution of the team that’s shaping content strategy for more than half a billion users worldwide.
So you used to be a copywriter and now you’re a “content strategist,” ehh? Not so fast. The elements of Content Strategy cut across many practices. Just like rap is only one slice of Hip-Hop, copy decks are only one slice of Content Strategy. Alexander interweaves the history of Hip-Hop and Content Strategy and raises the bar for the required skill-set of the emerging practice of content strategy.
by Eric Karjaluoto
A lot of companies are stuck. They find marketing bewildering and unpredictable, and just don’t know how to connect with customers. So they look to big companies and imitate. (Most times this goes over like a lead balloon.)
After a lifetime of ridiculous ads, phony marketing, and outrageous exaggerations, we need to step back and relearn how to communicate... in a way that actually works. This means finding your own voice, articulating it clearly and speaking human.
Data matters. But there's a lot of it out there. If you've ever had to delve into an analytics report, you'll know what we mean. Sure, the numbers are impressive, but what do they really mean for your content? Using examples from our own work, we'll show you how to make analytics data the bedrock of a great content strategy, using tools you don't need to be an analytics guru to master. Find out how data can help you reach your audience, maintain (and reality-check) your content strategy and define & achieve success online - whether you’re managing a website or building an app.
by Erin Kissane
The app-internet? Mobile first? XML? And is the web really dead? As mobile device sales surpass those of desktop computers, many organizations aren't sure how to begin to build a communication platform for the modern internet. And as content specialists, we are under ever greater pressure to create and justify long-term communication plans that embrace the new mobile world. Kissane examines content choices (good and bad) made by real companies and breaks down the ideas you need to consider to make (and sell) smart, sustainable online communication decisions.
When we begin to understand content as product, we're suddenly faced with challenges that can't be fixed with a new CMS or editorial calendar. Products require production, and that reality has significant impact on our organizational designs. What does this new model look like? How can your content help meet your business objectives? How can your content initiatives truly focus on returns? Who’s executing content strategies that work? Drawing on 20 years of experience, Valeria shares her vision about what's next for companies and their content.
Mayo Clinic has been delivering useful, usable content to consumers on the Web for 15 years. In this session, you’ll gain valuable insight into the model that has led to a decade of sustained growth and success. And you’ll hear about their next challenge: Leveraging the model for plan, process and people to Web content enterprise-wide, where the rules are more complicated and the stakes are higher.
by Erika Hall
Online content is more than just words, and text is frequently something other than content. A cross-disciplinary strategy and approach will help any user-experience team avoid misunderstandings and pitfalls. Based on over 15 years of website and application design experience, Erika will provide a framework for who should be making which decisions and how to avoid disaster and achieve glory.
by Nikki Tiedtke
Millions of items, thousands of sellers, hundreds of communications in dozens of languages - Nicole Tiedtke, senior content strategist for eBay Europe explains why it became painfully obvious a content strategy was needed to make sense of it all for eBay sellers around the globe.
Content strategy for healthcare organizations is critical, as hospitals focus their efforts on increasing patient volumes and awareness of their brand. In an academic medical center – with additional demands from research and educational sides of the organization – the organizational goals can be especially complex. What kind of content do users really want? What types of content work best? And how can the organization’s content strategy balance widespread internal goals with those of its Web site visitors? Using analytics, user data and usability studies, Ahava Leibtag and Aaron Watkins discovered if the business strategy for developing clinical service line websites worked for users.
If you embrace content strategy as a way to fuel communication between a brand and its target audience, you need to know that audience…and you'd better know the brand. How do you define your hierarchy of communication goals? How do brand attributes apply? How do you articulate a message architecture across different platforms and time? First things first: message matters. We'll put the cards on the table and discuss what you can do to own it.
Have you discovered that your large organization is starting to suffer from content ROT...redundant, outdated, or trivial content? You suspect content strategy can help. Unfortunately, people (namely, your boss) are resistant to the idea of a standalone content strategy or think it simply won't help. Time to get creative with some ideas about how to get people thinking about content without it being yet another "process."
9th–11th May 2011