Workshops and Sessions
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- Content Typing and ModellingAny CMS implementation project, web refresh project, or other content-based project will involve, at some point, working with developers. That could mean CMS integrators - the company hired to customize the CMS so that it can deliver content according to a set of business rules that you provide their business analysts - or independent developers whose job it is to give the content back end a "tune-up," write some code to do a mass content migration, or create data models to move content around the site.
- Content Strategy vs Content Marketing – Multi-Channel MadnessAre your consumers really ready to engage with you over mobile, social or any other content channel. Many marketers assume that their product or service isn't really appropriate for a multi-channel strategy. But from B2B, Non-Profit and even regulated industries - mobile and social content can drive business results. In this session, learn directly how brands of all types can make multi-channel content work from a content marketing perspective. Before you and/or your marketing team go and paint on the wall, making both sides frustrated - you need to know how technology can work together in
- From Inventory to Insight to ActionDo you know what data lurks in your site? Do you know how to access and use it? In this hands-on session, we’ll explore a website's depths to extract data, analyze it, and build a framework for meaningful reporting and actionable insights. Starting with an automated content inventory (bring your laptops), we'll discuss how to transform an inventory into an audit, what criteria are most critical for evaluation and why they might be different for different sites. We'll end with an action plan, content recommendations, and a format for reporting to stakeholders or clients. In this charrette-s
- Global Content Strategy: So Much More than TranslationThere is a temptation to discuss content strategy as if it were an activity reserved for original content. Translations are treated as an afterthought, the activity at the end of a content supply chain. This couldn't be farther from the truth. Content strategy needs to include target languages and target markets from the start. Furthermore, these language variants must be planned with a number of strategies in mind. This three-hour workshop will give you the tools to understand the variety of considerations on the table, and which questions to ask in which situations. Participants will take
- Realizing the Full Potential of TaxonomiesTaxonomies have been increasingly used in organizations of all types and sizes to support findability, content management, personalization, contextualization, e-discovery, interoperability, integration, and an ever increasing list of additional functions. Sometimes mystified, sometimes belittled, a taxonomy is a powerful tool that can bring a myriad of benefits, but only if properly developed, implemented, used, and maintained. This workshop covers different types and purposes of taxonomy, its elements, and relationship to other semantic structures. It will help you understand how taxonomy
- Understanding Your Audience’s Content NeedWe often say that content strategy starts with the business need, but we should say that your content strategy really starts with your audience. Without an audience, you don't have a business goal. This workshop helps you understand your audience's demand for content — and how to meet that need. If that's starting to sound a little like UX, you're not far off. Learn about the content-focused tools you can use to better understand what your audience needs from you. You'll learn how to: Find your audiences Read the signals they're already sending you Design con
- How to Future-Proof Your ContentNewspapers, books, and even web pages have all been declared dead. Micro-content is the new black. Responsive design, adaptive content, and accessibility are the new wardrobe basics. And there is XML and HTML5 and the semantic web, but what do they have to do with your content? They are not accessories, but the core structure of a well-organized closet. Metaphors aside, what does it all mean? Is future-proofing even possible? In this workshop, participants will learn about what "future-proofing" your content really entails, and demystify the language used around content and content strategy so
- A City is Not a Site MapEarly in August 2012, the City of Vancouver unveiled an entirely new vancouver.ca website, built from the ground up with new technology and content strategies, to serve as the City of Vancouver’s user-centered presence on the web. What’s unique about the City’s new site is the thought put into the radical redesign of the site. Employing a user-centered design process combined with a comprehensive content strategy, the City embarked on a path that is known for maximum benefits for users with maximum efficiencies for internal processes. This presentation
- Leveraging Social Content for Business ValueContent strategy starts at home, and nowhere are we more aware of that than in our own intranets. Social content, done well, can result in a democratic, collaborative communication platform that captures a company’s intellectual capital and strengthens the workplace community. While most content strategies focus on customer-facing websites or on social media campaigns, and while a social intranet may be a different vehicle, there are enough common principles that are transferable to other social content situations. Social intranets also have the power to permanently change the way an organi
- Global Adventures in Content StrategyContent strategy can exist on many levels. Sure, we use our intellect in a work environment to do our analysis and complete our deliverables. Yet there are more levels at which we can operate. To understand content is to understand culture, and economics, and emotion, and survival. It is to understand not only how content gets localized between countries, but also how the differences between living conditions, trust relationships, and market conditions for our audiences change us, just as how our project changes our audiences. Laurence Dansokho has lived and worked among multiple cultures, in
- Personalization, Customer Journey, Omni-channel: a how-to approachHow do you build personalized content experiences? How do you build a strategy and implement it for multichannel content? What are best practices for each channel? What is omni-channel and why must it be considered for the overall customer experience? How do you build content around the customer journey, so the customer is supported not only in the purchasing decision process but after he or she has bought a product? This workshop will address all of these issues. Workshop leader Kevin Nichols will show you how to build a customer journey, map it to specific channels, and identify which c
- Opening and Closing RemarksEvent co-producer Scott Abel is once again in charge of wrangling the program, speakers, and facilities. Each day, he will be opening and closing the event, and keeping us energized and entertained.
- Corporate Speak vs Natural Language: Finding and Aligning Your VoiceThis presentation is about language that reeks – and how to take out the #&%@$. People have read so much nonsense that they’re becoming immune to marketing. Powerful words like “powerful” have lost their power – thanks to the drone of corporate language. Let’s take out the buzzwords and jargon. Write shorter, simpler sentences. Talk human instead of corporate. And let’s show your bosses how better language is better for business.
