Thursday 27th September, 2012
3:15pm to 4:00pm
This presentation will cover content strategy from two perspectives: user experience (UX) and marketing, with a focus on where the two disciplines cross paths. It’s a lonelier place than you might think with marketers, designers, and UX professionals often siloing themselves off from each other—and losing valuable opportunities to collaborate, meet business goals, learn, and build truly successful digital products in the process.
Presenters Tim Frick and Russ Unger will discuss how content strategy forms the basis of all elements in a digital project and how collaborating at key touch points during a project’s life cycle—analyzing keywords, building sitemaps, designing interactions, and so on—will get marketers, UX teams, and clients on track to creating digital products that thrive.
If you’re not thinking strategically about your content, you’re probably still struggling to deliver with your best ROI, KPI’s, and other acronyms in mind. These days, content strategy is becoming more of an expectation than a differentiator. The person who owns a project’s content ultimately owns the project, so ensuring success means enacting content strategy practices from the first phone call through ongoing maintenance and every step in between. This session will help you get there.
Tim & Russ will then walk participants through a Content Strategy-influenced process that helps them guide their projects toward success, and the tools that are needed to achieve them.
Key take-aways will include:
* Defining content strategy’s role in an organization or project
* Where do content strategy and UX overlap?
* Maintaining marketing goals throughout the content life cycle
* Methodologies for assessing content performance
* Maintaining content strategy over time
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