by Dan Roam
by Evany Thomas
Building and launching the Facebook Timeline presented a toothsome array of content strategy opportunities. Join Evany as she tells the tales of how “your profile” became “your timeline.”
What a Difference a Word Makes: Discover just how complicated one simple word change can get.
The 1000-Hour Menu: How do multiple designers, an engineer, a researcher and a content strategist create a LifeEvents menu that resonates with over 800 million people worldwide? Very carefully.
Change for the Good: Behold the anatomy of a product tour and see how we eased people into this all-new experience.
by Shelly Bowen
Before embarking on a fresh content strategy, we often do a lot research looking outward. Who’s our audience? What do they want? Which content strategy deliverables are must-haves? But what we often neglect is to look inward, at ourselves. Who can make this happen? When do they get involved? How? Which skills and experience — and personalities! — do we need?
This talk explores the part of content strategy that is unique to each company and effort,the part that changes every time and cannot be pinned down and explained in a numbered list. Find out how you can answer some of the most typical questions faced by companies embarking on a content strategy process:
by Cleve Gibbon
When you’re building your content strategy, how do you plan for execution? Which channels are you publishing to, and who’s going to use them? Who’s responsible for the day-to-day care of all this content after you’ve implemented the strategy, and which business units do they work for?
Execution is more than just a CMS—and to do it effectively, we need content architecture.
Cleve will explain how content architecture can help. He’ll share some of his tactics and war stories where he’s helped define content architectures for clients like Skype, Investec, Roche, and Virgin Media—organizations coming to terms with being multi-channel digital publishers.
Today, digital is complicated. Doing your content the same old way will bring you problems. These content problems will choke the life out of your digital presence faster than Darth Vader. Dare to do content differently, and you can be a Jedi master of your complex digital universe.
Colleen will share how three companies let content make a difference to strategy, editorial, and testing. InterContinental Hotels Group transformed its mobile strategy to focus on content first. Equifax changed its editorial approach for product content, making it much more than a features list. And, a health startup expanded its product testing to include content tone.
Find out how doing content differently worked for these companies—and will work for you, too.
Content strategy across the higher education spectrum is all about engaging audiences, from prospective students to potential donors. What kind of content creates a spark that sets off a lifetime of engagement? Erika Knudson and Rebecca Salerno will show how the Indiana University Alumni Association developed a content strategy that used content about major life experiences (getting a job, moving to a new city, having a baby) to strengthen the relationships with their alumni.
They’ll present a road map for engagement that outlines their process for developing and selling a brand story to stakeholders; researching and challenging audience engagement trends; analyzing audience behaviors; and creating a content strategy. It’s a process that is applicable to any business or service that is trying to connect with audiences in a meaningful way.
While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and help shape business strategy. In a further drive for integration, some organizations have set up multidisciplinary centres of digital excellence.
So where in an organization does a content strategy team fit best? To show its full potential, content strategy needs to work alongside communications strategy in supporting business strategy. Diana shows how content strategy and communications strategy are complementary, providing a practical and inspiring framework for everyone to keep to.
Every novice content strategist searches for the perfect content strategy, and every experienced content strategist fights to keep his or hers relevant. But can the always-changing process ever be complete?
The answer: of course not.
Corey Vilhauer discusses the myth of the perfect content strategy methodology – the fact that, no matter what, we cannot stop adapting, changing and improving our methods – and in the process we can begin to shift the discussion from WHAT makes a methodology to HOW we put together one of our own.
Around 2009, Merck identified its unbranded physician portal as a major key to long-term survival in a highly regulated industry. Upper management insisted on a global content strategy to help energize more than 30 local markets around this common goal.
In the first six months after the strategy was delivered, Univadis.com had identified nearly $4 million in potential savings. With several critical recommendations already implemented and a new version of the site coming soon, growth has doubled in the last three years. In the meantime, entire teams and systems have been mobilized to support this truly international endeavor.
In this case study session, Gerhard makes a compelling case for continuous, end-to-end and cross-functional involvement in the implementation of a content strategy. He’ll explore how equal parts discipline and courage have taken the Univadis® global strategy from daring vision to operational process—and ultimately turned it into a corporate-wide system of beliefs.
14th–16th May 2012