Sessions at Confab 2012 on Wednesday 16th May

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  • Managing Your Content Strategy for Success

    by Ann Rockley

    At 8:30am to 9:30am, Wednesday 16th May

  • Mobile & UX: Inside the Eye of the Perfect Storm

    by Jared M. Spool

    The world of web application design is expanding at a rapid rate. We’re now expected to design great experiences across a huge variety of platforms, from small screens to large displays. The flood of iPad applications and successful online businesses are showing our executives that design matters.

    Why is all this happening now? Where is it all going? UIE’s own Jared Spool will show you how four driving forces—market maturity, the emergence of experience, Kano’s model, and Sturgeon’s Law—are increasing the visibility and value of design in organizations everywhere. He’ll show you what the next generation of design teams will look like and how you’ll get there.

    At 9:40am to 10:00am, Wednesday 16th May

  • Content & Cash: The Economics of Content Strategy

    by Melissa Rach

    Dinero. Dosh. Dough. Dollabills. Like it or not, money plays a role in every content strategy project. As content strategists or practitioners, we need to be prepared to answer questions like:

    • How much does a content strategy “cost”?
    • Why should I fund this content strategy project?
    • How do you define the value of content for an organization or client?
    • Can you prove ROI for content or content strategy?

    In this session, we’ll discuss the complicated relationship between content and cash. Then we’ll focus specifically on the conversations you need to have to scope, price, and prove the value of content strategy work. Cha-ching.

    At 10:00am to 10:20am, Wednesday 16th May

  • Accessibility Means Business

    by Irene Walker

    Websites and web tools that are designed for people with a broad range of abilities benefit everyone – especially business owners.

    Sadly, web accessibility is not the most popular kid on the block. “It’s too expensive,” an executive would say. Another: “We’re not a federal government site, so we don’t have to comply with Section 508.” But 20% of the US population has a disability of some sort. And nearly half of its population consists of aging families that are on the brink of retirement. So the need for accessible content is pretty strong.

    While the general ignorance about users with disabilities’ needs is surprising, what really staggers is how few people realise the potential business benefits. We’ll take an in-depth look at these benefits, discuss how you can advocate them to clients and stakeholders, and work through some practical ways of implementing accessibility into your content strategy.

    At 10:20am to 10:40am, Wednesday 16th May

    Coverage slide deck

  • Search Analytics for Content Strategists

    by Louis Rosenfeld

    What do people want from your content? And are they happy with what you’re giving them?

    Lou Rosenfeld, co-author of Information Architecture for the World Wide Web, will take a deep dive into his new favorite toy—site search analytics—to show you how a variety of organizations are successfully mining search query data—stuff they already own—to better understand their users’ search activities.

    Lou will cover how organizations use search analytics to identify and diagnose the absolutely most important UX problems their sites face. He’ll show how to use it to do a better job with wicked challenges like content modeling and measuring engagement. He’ll even describe how some organizations use search analytics to predict the future.

    It’ll be fun.

    At 11:00am to 11:20am, Wednesday 16th May

    Coverage slide deck

  • Conquering The Context Conundrum

    by Daniel Eizans

    Users don’t visit a website with the goal of browsing its content. All web users — whether they’re shopping, doing research or killing time watching videos — arrive on web pages with the goal of completing a task or satisfying a need. How do we ensure our content is satisfying their specific tasks? How can our planning account for a user’s specific situations and behaviors?

    To truly get the right content to the right user in the right place and at the right time, we need to develop models for bringing contextual relevance to our content strategies. In this session, Daniel will explore the elements of context and how we can account for them in developing a content strategy. Along the way, we’ll talk about how we measure for success, and explore how context can drive future messaging strategy and information design.

    At 11:20am to 11:40am, Wednesday 16th May

    Coverage slide deck

  • The Art of the Quest: How Your Mission Drives Your Content

    by Matt Thompson

    The Epic of Gilgamesh. Exodus. The Odyssey. Lord of the Rings. Harry Potter. For as long as humans have been telling stories, those stories have taken a familiar shape: the quest.

    This hasn’t changed as we’ve moved into digital spaces. Hooking users into an ongoing narrative of pursuit built around your mission is one of the most powerful ways to develop your voice, workflow, calendar, content architecture and strategy.

    We’ll cover:

    • Case studies from NPR and the member stations we work with
    • Questing in real-time: how the quest narrative has evolved for social media

    At 11:40am to 12:00pm, Wednesday 16th May

  • Voice and Tone: Creating Content for Humans

    by Kate Kiefer

    So your company has a super awesome voice. Great! But your work doesn’t end there. This session will focus on articulating your brand’s personality and writing for emotional humans. Kate will explain how MailChimp created VoiceandTone.com, an interactive style guide that highlights the difference between the company’s voice and tone. We’ll talk about the importance of establishing voice guidelines that don’t hinder your writers’ creativity or insult their intelligence, while still making corporate writing fun. Kate will also share real-life examples of empathetic writing. Come learn from MailChimp’s techniques for maintaining a consistent voice and putting readers first.

    At 1:30pm to 1:50pm, Wednesday 16th May

  • Content Strategy: A Dangerous Method

    by Joe Gollner

    Based on a number of case studies, this session will share some stories about how the content strategist can come to play an unexpected role in the life of their organization. As the title of this session insinuates, the speaker, himself an accidental content strategist, will draw some parallels between the emergent discipline of content strategy and the early years of psychoanalysis. Acknowledgements are offered, in advance, to David Cronenberg.

    At 1:50pm to 2:10pm, Wednesday 16th May

  • SEO at PBS: Can You Tell Me How to Get, How to Get to... Top Rankings in Google?

    by Melanie Phung

    Do you know what it takes to be findable, relevant and authoritative in the eyes of Google? What about translating “SEO best practices” into tactics that actually get implemented throughout your company?

    If you want to attract new audiences in today’s fractured media environment, it’s not enough to publish great content and hope people find it. Using examples from PBS, Melanie will talk about specific SEO tactics and strategies for larger websites — and how those approaches generate sustainable traffic from search engines.

    You’ll learn: tips for scaling your optimization efforts, what tactics generate the best ROI for different types of content, and how to integrate SEO into your current content workflow.

    At 2:10pm to 2:30pm, Wednesday 16th May

  • Innovations Worth Stealing

    by Erin Kissane

    Kissane leads a lightning tour of the biggest and most interesting developments in journalism, library and information science, editorial design, new-school publishing, reading products and studies, and more, as they tie into our work as content strategists. From large-scale data analysis to the most promising developments in mobile content and responsive design, you’ll learn about dozens of projects and ideas that can and will affect content strategy in the coming year.

    At 2:50pm to 3:10pm, Wednesday 16th May

  • Outside-In Content Strategy: Attracting New Users by Learning Their Content Needs

    by James Mathewson

    It’s easy enough to learn about your site visitors by studying their behavior, doing site surveys and usability studies. But what about all those people who may be interested in your content but just haven’t found your site yet? How do you learn their information needs so that you can attract them to your site and engage them in conversation?

    Sophisticated keyword research and social media listening can help you understand the whole audience for your site—not just those who came because you built it. This data can help you:

    • Discover existing content that is not serving their needs and retire it
    • Learn how to improve existing content to better serve user needs
    • Build the right new content to better serve user needs

    The approach of building all and only the content your target audience needs is called outside-in content strategy. In this talk, James will define outside-in content strategy and describe how this is done at in the largest corporate content environment on the Web—IBM.

    At 3:10pm to 3:30pm, Wednesday 16th May

  • Normandale Community College Case Study: How governance changed our website

    by Lynne Figg

    Trying to maintain content quality on any website can feel like a losing battle. Who owns the website? Who owns the content? With many subject matter experts, competing motives, and limited resources and training, how can you begin to organize the chaos?

    In 2005, Normandale Community College created a Web Content Advisory Committee to address web content and ownerships issues. Lynne Figg (Normandale’s Web Architect) and colleagues will share insights from Normandale’s journey to formulate a web strategy and governance in a complex, higher educational organizational environment.

    In this session, Normandale will share their lessons learned:

    • The importance of governance rules in addressing web initiatives.
    • The model of shared responsibility in addressing daily web issues.
    • The role of workgroups to complete projects

    At 3:30pm to 3:50pm, Wednesday 16th May

  • Adapting Ourselves to Adaptive Content

    by Karen McGrane

    At 4:00pm to 5:00pm, Wednesday 16th May