18 Sep 2013

CS Forum 2013: don’t stop believing

CS Forum 2013: don’t stop believing

Three years ago, a bunch of content people got together in Paris and caused a massive eruption. Actually, that was a volcano up in Iceland … but the first Content Strategy Forum in 2010 was the beginning of a productive and vibrant conversation about content strategy. Back then, Kristina Halvorson of Brain Traffic told the […]

18 Jun 2013

How to get users to generate content for you: Vanessa Gennarelli

How to get users to generate content for you: Vanessa Gennarelli

Remember that moment of clarity (insanity?), brought on by two weeks of frantic writing, when you realized, “I don’t have to produce all the content for my website; my users can contribute too!” Amazing idea. Challenging to execute. But it can be done and done well, according to Vanessa Gennarelli, learning lead for a very […]

11 Jun 2013

Lessons from startups on increasing user engagement: Stephanie Hay

Lessons from startups on increasing user engagement: Stephanie Hay

Stephanie Hay, a content and UX specialist, drove the same point home over and over again during her presentation, “What Startups Can Teach Us About Content Strategy,” at Confab 2013. That’s because it’s a fundamental best practice that so many companies seem to ignore: stop using marketing words and setting unrealistic expectations. Ah, marketing-speak. How […]

11 Jun 2013

How to measure content strategy ROI: Jonathon Colman

How to measure content strategy ROI: Jonathon Colman

Jonathon Colman, principal of experience at REI, tackled the big, hairy challenge of using cold, hard data to measure the value of content strategy in his Confab 2013 presentation “Data Sets You Free: Building the Content-Driven Organization.” For content strategists to be most effective, Jonathon argued it’s critical to tell the story of the value […]

11 Jun 2013

There be zombies: why now is the time to embrace structured content – Karen McGrane

There be zombies: why now is the time to embrace structured content – Karen McGrane

Since the dawn of the World Wide Web, content publishers have tried to create content for webpages the same way they would for print — using WYSIWYG editors to publish content as if they were printing to a laser printer. But the rise of mobile, and a future of Internet-enabled devices with small screens, speech-based […]

11 Jun 2013

Successful personalization depends on content strategy: Kevin Nichols

Successful personalization depends on content strategy: Kevin Nichols

Many brands aspire to deliver a personalized experience to their users and customers based on how they want to interact. But without fully considering and mapping out the customer journey, personalization can fail miserably — causing a more frustrating and negative experience than if the content hadn’t been personalized at all. Sapient’s Kevin Nichols delivered […]

10 Jun 2013

You can make anything interesting, just keep digging: Melissa Rach

You can make anything interesting, just keep digging: Melissa Rach

If the content you create is boring, it’s a safe bet you’re bored by the subject matter. So you can’t really blame anyone else if they don’t want to read, watch or listen to it. But you can spice it up — the trick is to find some part of the topic that’s interesting to you. […]

10 Jun 2013

How to navigate the politics of content: Hilary Marsh

How to navigate the politics of content: Hilary Marsh

“Content strategy challenges are mostly people, process, business and collaboration challenges – not writing challenges.” Hilary Marsh aptly summed up one of our core content challenges in her presentation on “Working with a Content Surplus: The Complexity of Distributed Creation” at Confab 2013. The scales of some content challenges are small, but some – especially […]

9 Jun 2013

Austerity measures: lessons from the GOV.UK redesign – Sarah Richards

Austerity measures: lessons from the GOV.UK redesign – Sarah Richards

I almost passed up Sarah Richards’ excellent session “Revolutionizing Government Content” simply because our agency doesn’t work on many government projects. But the lessons from Sarah’s experience redesigning GOV.UK, the British government website, apply to any complex organization’s content — and the work of her team was an inspiration to any practicing content strategist. Sarah […]

8 Jun 2013

Make discovery truly revealing: Steve Fisher and Alaine Mackenzie

Make discovery truly revealing: Steve Fisher and Alaine Mackenzie

The process for responsive web design projects is neatly laid out — but sometimes the upfront discovery process has to be allowed to be messy in order to be successful. That was the message of Steve Fisher and Alaine Mackenzie, a user experience designer and content strategist from Yellow Pencil who presented “Responsive Web Projects: […]