11 to 13 May 2011
Lisbon, Portugal
Lisbon, Portugal
Kristina is widely recognized as the industry's leading advocate for content strategy. In 2009, she curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. In 2010, she delivered the keynote address at the world's first Content Strategy Summit in Paris, France. Kristina has also been a featured speaker at Web 2.0 Expo, SXSW Interactive, An Event Apart, UX Week, User Interface Conference, Voices That Matter, IA Summit, Future of Web Apps, Future of Web Design, and the Online Marketing Summit. When she's not running around talking about content strategy, Kristina can be found chasing after her two children in St. Paul, Minnesota.
Strategy
What's "content strategy"? Go ahead. Pick a definition. This practice (in one form or another) has been around for more than a decade, but somehow we haven't quite agreed on what it is, how it should work, and why it really matters.
One thing everyone does agree on: Dealing with web content is hard. It's complicated, expensive, time-consuming, and often overwhelming. There's new content. Legacy content. User-generated content. Print to web. Text to video. Static to dynamic. The list goes on and on.
But who's responsible for wrangling all this content into submission? Agencies want the client to do it, but the client doesn't have the necessary infrastructure to plan for and execute user-centered content. The client wants the agency to do it, but the agency doesn't have the subject matter expertise—let alone the internal resources—required create content that's always accurate, relevant, and consistent over time.
Good news: The practice of content strategy gives us tools and processes that can help bring order out of your content chaos. But before we can sell our organizations on investing time and money in content strategy, we need to help stakeholders understand exactly how content can make or break user experience, and what the costs are when we wait until the 11th hour to deal with it.
What will be covered?
Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. In this workshop, we'll learn:
Who should attend?
This workshop is for anyone who's convinced that great content is central to a successful user experience and wants the tools to make it happen: Marketers, web editors and writers, user experience designers, information architects, product managers, and anyone else who deals with web content at any stage of the content lifecycle.
How can we make the shift from treating content as a commodity to valuing it as a business asset? With a little storytelling and the help of a few powerful metaphors, you can begin to turn the tides.
