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:
Kristina is the founder and president of Brain Traffic, an internationally-renowned agency specializing in content strategy and writing for the web.
Widely recognized as one of the world’s leading content strategists, Kristina speaks regularly to international audiences about how to deliver useful, usable content online, where and when your customers need it most. She’s a highly sought-after speaker and has appeared at Web 2.0 Expo, IA Summit, Future of Web Apps, An Event Apart, Voices That Matter, Online Marketing Summit, SXSW Interactive, and j. boye.
In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She is also the author of Content Strategy for the Web (New Riders, August 2009). The book is the first to market on the topic of content strategy. It defines the discipline and business value of content strategy, offering simple steps for introducing the discipline into the web project process. It also gives practical advice on staffing and resource allocation for web editorial roles and responsibilities.
Kristina is a past president of the Minnesota Interactive Marketing Association (MIMA), one of the country’s largest and most active IMAs. Her professional background includes marketing, sales, public relations, and playwriting. When she’s not traveling the country making the case for better web content, Kristina can be found hanging out at the Brain Traffic offices in Minneapolis, or chasing after her two kids in St. Paul, Minnesota.
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