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 web site, an email campaign, 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 Halvorson is the founder and president of Brain Traffic, a content strategy, information architecture, and web writing agency.
Since 1997, Kristina has led content strategy and web writing projects for over 100 web sites and several Fortune 500 companies. She is a passionate advocate for content strategy, the “hidden discipline” that lives between information architecture, web writing, and the build process.
In 2006-2007, Kristina served as president of the Minnesota Interactive Marketing Association (MIMA), one of the country’s leading IMAs with nearly 1,000 active members. In 2002, she co-founded the annual MIMA Summit, which is today widely regarded as the premier regional interactive conference in the nation.
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