The people who come to your website aren't interested in your content—they're interested in their task. They want to complete it quickly and easily, reading as little as possible. If you have a mature website, 90% of its content is probably useless. Worse than useless, it's annoying people and getting in the way.
Sadly, giving a website to a content professional is like giving a pub to an alcoholic. It's heartbreaking, isn't it? As writers who love words and big books, we have to remember that we are not the customer.
Gerry's presentation will discuss how to manage the tasks to make websites successful. He'll talk through his approach called Top Task Management. It will help you do two things:
1. Identify the top taks of your customers.
2. Measure how well these tasks are performing.
It's time to add task management to our content strategy repertoire.
If there's one thing we can all agree on, it's that businesses have problems with creating, managing, maintaining, and evaluating the effectiveness of their digital content.
Good news! That problem is only going to get worse.
Businesses that struggle to maintain their core website are now facing a dizzying array of new challenges. The hungry mouth of social media demands constant feeding. New mobile devices proliferate, and users expect apps tailored for each platform. Creaky and cumbersome content management technology struggles to keep up with the pace of publishing. And internal organisational structures, hiring practices, budgeting processes and incentive systems don't fit the realities of modern web teams.
We've got our work cut out for us as content strategists. Our efforts to build a community and gain attention for our practice have paid off. Now, the real fun—and the hard work—begins.
In this talk, Karen will outline some of the biggest challenges organisations face in dealing with their content—today, and over the next five years. She'll explain what matters most of our field, and what we can do as practitioners to fix the content problem.
5th–7th September 2011