Sessions at SXSW Interactive 2012 about Content Strategy on Saturday 10th March

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• Rise of Analytics: Impacting the Editorial Process?

  by Chris Reynolds and Jacob Young

  The rapid proliferation of choices at the readers' fingertips for accessing content has made the editor's job more complicated than ever. Behavioral analytics will uncover when readers want what content, where they are when they want it, and if they want it on their phones, tablets, or PCs. Understanding user behavior across these platforms will not only guide the editor on how to deliver digital and mobile content but also offer new insights on how to deliver traditional, offline content to improve the readers' overall experience with the brand.

  • Analytics
  • Content Strategy

  At 12:30pm to 1:30pm, Saturday 10th March

  In Capitol E-H, Sheraton Austin Hotel at the Capitol

  Coverage audio clip

• Rude Awakening: Content Strategy Is Super Hard

  by Karen McGrane, Kristina Halvorson, Mark McCormick, Erin Kissane and Joe Gollner

  It's official: "content strategy" has become a trendy buzzword phrase that everyone is using to describe everything remotely related to content. SEO content strategy! Social media content strategy! Content marketing content strategy! Wait. This sucks. Weren't we just starting to focus on The Important Stuff? The messy, complicated content stuff that companies have been ignoring for years? What needs to happen now if we're finally going to get this content thing right? Four of the brightest minds in content strategy will tackle some the toughest issues our companies are facing: cross-platform distribution, governance, legacy content, distributed publishing, and trying to prepare our content for future technologies we can't possibly predict. This Future of Journalism Track is sponsored by The Knight Foundation.

  • Content Strategy
  • Journalism

  At 12:30pm to 1:30pm, Saturday 10th March

  In Capitol A-D, Sheraton Austin Hotel at the Capitol

  Coverage audio clip

• Copy Matters: Content Strategy for the Interface

  by Amy Thibodeau, Andy Chung, Dan Zambonini and Tiffani Jones Brown

  When it comes to space-constrained interface content (from the web down to the smallest smartphone app), every word has to communicate something important and create value. The problem? Typical content strategy techniques are hard to apply to interface copy, which means language is often slapped together at the last minute by developers. How can we adapt content strategy tools and tactics to an interface context? This panel will explore workable strategies for creating content that persuades, assists and informs in a few words or less.

  • Content Strategy
  • User Interface Design

  At 5:00pm to 6:00pm, Saturday 10th March

  In Capitol E-H, Sheraton Austin Hotel at the Capitol

• Tracking Trends to Make Great Content

  by Jessica Hilberman

  There's an adage in journalism that three of anything makes a trend. But, you and your two pals 'liking' something doesn't make it the next big thing. Internet trends are surprising, whimsical, and fast. The best trending indices are targeted and personal, distilling what you'll like from what's popular.

  Learn how to track rising, breaking, and spiking trends from broad sources. Identify what works for your audience and use trends to build content that is compelling and fresh. Don't waste time on concepts that won't work. Find out how personalized trends can offer programming insights and inform content creation decisions. And learn when to skip the waiting and wag the dog.

  • Content Strategy
  • Journalism

  At 6:00pm to 6:15pm, Saturday 10th March

  In Texas Ballroom 4-7, Hyatt Regency Austin