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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.
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."
Two years ago, Jonathan decided to make content strategy a “personal crusade” at Dell. Now, as Dell’s Director of Online Transformation for Public & Large Enterprise Marketing, Jonathan is putting content strategy front and center in the Dell.com redesign process. Come get a behind-the-scenes look at some of the innovative work his team is doing today.
Being online (successfully) isn’t a simple extension of a marketing program or even a customer service offering. It requires you to deliver content that’s flexible enough to respond to what audiences need and expect (and where they want it). We need to learn how to analyse our copious user data so that we can plan and budget for content strategies that work for audiences... and business plans. O'Brien uses evidence and examples to explore how organizations can effectively create, budget for, and profit from content their audiences really care about.
by Melissa Rach
Let’s go beyond content deliverables and tactics and focus on the overall strategic process. In this session, we’ll discuss what strategy is, and what makes content strategy different from other strategic disciplines. You’ll learn about the myriad roles of a content strategist, and how best to work with your partners in business, marketing, or website strategy. And, finally, we’ll talk about key factors that make a content strategy actionable and effective in any organization.
Groupon is more than a daily-deal site—it's one of the most-read websites in the world and a ground-breaking combination of journalism, creative writing and marketing. Managing Editor Brandon Copple breaks down Groupon's content strategy, explains how they do it and shares his thoughts on content's role in the scented-soap wars.
by Ginny Redish
What are our key messages? Who is going to write them? What style and tone will we use? How do we engage site visitors who come with their own immediate needs? – All critical questions for your content strategy.
If your content is going to help you meet your business goals, you need to satisfy your site visitors' needs. In this session, we'll see the power of thinking about content as conversation and how it impacts the way you organize content and engage your visitors. You'll leave this session energized with new ways to write short, clear, vibrant, compelling copy. (And if you don't yourself write the copy, you'll have great messages to take back to those who do!)
How can you be confident that your content pages are understandable? How do you assess if the content is appropriate for your audience? How do you ensure you've written content that effectively communicates the essential information?
It turns out there are many different techniques for measuring your content. In this presentation, Christine Perfetti will show you some methods you've probably never heard of -- techniques only practiced by the most adventuresome content strategists.
When an organization invests in product lifecycle content, it can become some of the most convincing marketing content around. Can't explain a product's benefits? Loss of sales. Can't explain its use? Needless returns. Can't shine at post-sales support? Bad reputation. No traceability from specs to testing? Problematic. From specs to technical documentation to support knowledge base, harnessing the potential of product lifecycle content is Good Business.
There’s a lot of hype surrounding social media–and more specifically, marketing and building customer relationships using social networks like Facebook and Linkedin. Unfortunately, most social networking activities are big, fat, time-sucking, productivity-draining projects conducted in the most inefficient, ineffective, haphazard manner possible. There’s no strategy. There’s no meaningful metrics. There’s no systematic, repeatable processes. There’s just a bunch of manual tasks, conducted by humans, using a mishmash of tools that don’t work well together guided by a 1980s marketing approach that fails miserably in the most critical of all marketing and communication tasks: Delivering the right information, to the right people, at the right time, in the right format and in the right language, to the device and platform of their choosing.
But, it doesn’t have to be that way. Attend this session and discover how adopting a social networking strategy, appropriate tools, and the right mix of content can ensure your social networking project is a big success. You’ll learn how to plan for a social networking project, why much of the advice social media gurus provide is wrong, how to select an appropriate toolset for the job, how to automatically populate your social networks and online communities with traceable content and make actionable business decisions about your efforts based on metrics, not psychic power. Real-world use cases and a demonstration of social networking campaign management system will be included in this presentation.
by Max Greenhut and Prateek Sarkar
Prateek Sarkar and Max Greenhut will present content strategy case studies describing the complexities of bringing Disney Parks and Resorts to life online. Disney Parks and Resorts websites (including Disneyworld.com, Disneyland.com, Disneycruise.com, Disneyvacationclub.com, etc.) serve a varied array of Guest needs. They are a primary hub for marketing Parks and Resort destinations, are a leading sales channel for Disney vacations and serve as an integral planning resource and self-service tool for the tens of millions of Guests who visit Disney Parks and Resorts each year. Developing comprehensive content strategies that serve these objectives, deliver world-class Guest experiences and honor a beloved and iconic brand is a unique challenge.
Digital content needs to be nimble if publishers want to quickly and easily develop new content products, form new business partnerships, deliver content to new devices and platforms, and connect with their audience in all the various places they frequent online. But how do you make your content nimble? It needs to be well structured, well defined, and well described so that it can travel freely, while retaining context and meaning. In this talk we’ll discuss structures, tools and other resources that can set your digital content free.
How do you convince people they need content strategy? Karen has been persuading organizations they need it since 1998. In this session, she'll discuss different approaches for talking about content strategy with people who have never heard of it and don't know why they should care. You'll leave with techniques you can use to evangelize the importance of content in your company or agency.
Produce great stuff, and your customers will come to you. Produce great stuff, and your customers will share your story for you. Of course, like many things in life, that bit of luck comes with a hitch: your online content must be the right sort of content: Customer-focused. Authentic. Compelling. Remarkable. Interesting. (Gripping, even.) Valuable.
The problem, of course, is that it’s a struggle to actually do it. Sure, you can make a list of content you want to create. Blog posts. Web pages. How-to videos. But…then what? What does it mean to create content that’s “compelling”? And how can you do it consistently? How can your be heard above the noise? Why doesn’t your blog have any comments? It’s hard work, right?
This workshop will give you the tools you need to create killer content with confidence. We’ll show you a failproof process to create remarkable content: blogs, podcasts, webinars, ebooks, and other web content that will lure would-be customers to you. You’ll learn the fundamentals of how to create bold stories, videos, and blog posts through fun, hands-on exercises. And then, once you’ve created the content, you’ll learn how to share it widely online to cultivate fans, arouse passion for your products or services, and ignite your business.
Content is the soul of a web site. When you remove the article text, headline words, pictures, and video from CNN.com, you’re left with a useless shell of a site. If you remove the product descriptions, reviews, and prices from Amazon, it’s no longer interesting to shop there. It’s not optional: you have to get the right content to the right people in the right place at the right time.
We all agree that our site’s content draws our audience and fulfills our organization’s objectives. Yet, when we’re thinking about what our site does and how it works, we rarely talk about the vast effort it takes to provide great experiences through the content.
This workshop will arm you with content-driven strategies you can put into place right away. Now you’ll have the superpower to spot content challenges when they arise and resolve them with confidence. No more scrambling at the project kickoff, because now you’ll know exactly what to ask for.
The exercises will give you solid tools you can use right away. You’ll learn how to prepare key deliverables, such as a qualitative audit and a content ecosystem analysis. And you’ll learn how these deliverables produce the insights you’ll need to construct and execute your content strategy.
9th–11th May 2011