Keynote: The Content Strategy Trap

A session at Content Strategy Applied 2012

Thursday 1st March, 2012

9:45am to 10:45am (GMT)

In this opening keynote session, Scott Abel, The Content Wrangler, will explore The Content Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer to become a publisher of online repair manuals designed to teach "do-it-yourselfers" how to fix things, while selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It's directly tied to individual pieces of content. By thinking outside The Content Strategy Trap, the retailer has become the leader in their market. Their strategy is so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it.

About the speaker

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Scott Abel, The Content Wrangler

Content strategist by day; EContent Magazine columnist by night. Covering dynamic publishing, global, mobile, social media, content marketing, eBooks and apps.

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Time 9:45am10:45am GMT

Date Thu 1st March 2012

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Books by speaker

  • The Language of Content Strategy

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