Product and marketing content both affect a company's brand. But these types of content have different budgets, technology, agendas, and cultures. Poorly handled brand content can cost a big company millions - from things like unnecessary support center calls and tangled internal content discovery.
A content strategist should bring these two types of content under one roof. They can both make and save money for a company by creating cross-disciplinary content that suits both the company and the customers.
Noz will present a case study that tackled different kinds of content for complex, B2B products. He'll talk through a cross–content strategy that improved brand impression and customer experience, and resulted in measurable savings for the company.
What you'll learn:
1. How a holistic approach to content strategy benefits both the company and the customer.
2. How a content strategist can tackle a complex organisational structure.
3. How product data can be integrated into traditional web content strategy.
5th–7th September 2011