Content First: Why Content Strategy Will Save the Web

Social media channels. User experience strategy. Visual design. Content management systems. Companies and agencies spend months and millions of dollars on how they’ll deliver content online, yet allocate very few resources toward creating and governing the content itself. Why? In recent years, the people responsible for crafting our online experiences have – slowly but surely, and perhaps unwittingly – marginalized the process of creating and maintaining content customers actually care about. “Nobody really reads online.” “The design drives the experience.” “We can always fill in/fix the content later.”

There’s no denying that planning for, creating, publishing, and governing content is a serious undertaking. But chances are good that you don’t have a choice. The moment you launch a social media campaign, a web site, a mobile application, or content of any kind, you’re a publisher. Shouldn’t you start acting like one?

CONTENT STRATEGY is the key to delivering useful, usable content to your online audiences, when and where they need it most. At this session, you will:

• See content strategy (and its business value) defined and explained in plain language
• Find out why so many web projects implode in the content development phase … and how to avoid the associated, unnecessary costs and delays
• Discover simple ways to introduce content strategy into your user experience design process
• Learn about the easy-to-use tools that are necessary to plan for, create, and govern your online content
• Get solid, practical advice on staffing and resource allocation for web editorial roles and responsibilities