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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.
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.
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.
9th–11th May 2011