Track: Content Strategy

We only ever hear about successful content strategies, but sometimes it takes a lot of bumps and heartache to reach the top. Adria will share real content strategy projects that failed and provide tips for not following in the same steps.

Alan Porter

Being tasked with developing an enterprise-wide content strategy can be both an exhilarating and daunting experience. The same thing could be said about jumping out of a plane! Alan J. Porter, author of The Content Pool, uses the example of his own recent skydiving experience as a model for mapping your progress through the content strategy development process.

The presentation will introduce and discuss seven stages of the content strategy journey and illustrate them with practical examples from his own work as the Content Marketing Manager for Caterpillar.

Bill Swallow
Scriptorium Publishing

Implementing a content strategy often involves overcoming significant technological and cultural challenges, but some of these challenges are so scary, so heinous, that they earn a place among the undead because they Just. Won’t. Die! In this session, Bill Swallow will take a look at these nightmare-inducing monsters—from unrelenting copy-and-paste zombies to life-draining, change-avoiding vampires—and show you what can be done to keep your content strategy implementation from turning into a fright fest.


BPM (business process management) and KM (knowledge management) have more in common than you think. This session will provide an overview of BPM and KM and describe the synergies between both concepts and how they are applied to people, process, and technology. Attend this session to understand these converging worlds and strategically use both for project success.

Joe Gollner
Gnostyx Research Inc.

This workshop will start with a quick overview of the changes that are impacting  the world of technical communication. From there, the workshop will review  some of the key concepts that have been getting more and more attention as organizations look for responses to these changes. These key concepts are  Content Strategy, Content Technology, Content Engineering, and Content  Management. The history of each idea will be briefly covered and practical  working definitions provided. And these ideas will be situated within the context  of both a Content Lifecycle model and a Content Solution implementation  framework. This conceptual roadmap will be used to identify and define the many  tools and techniques are typically associated with each concept and how they all come together in order to genuinely help organizations to communicate more efficiently and more effectively.

Specific topics to be covered include the definition of a compelling content  strategy, the modeling and validation of content and content processes, the  implementation the technical infrastructure needed to support the full content lifecycle, the establishment of a suitable management framework, and the deployment and leveraging of an engagement cycle whereby the input of users and stakeholders is fed back into the content lifecycle.

In summary, this workshop will equip attendees with an essential roadmap for understanding the landscape of new tools and techniques that are available to organizations implementing state-of-the-art content management and publishing environments.

We have had a content management industry for over 20 years now. This means that organizations can quite legitimately ask, “So what really works?” In this keynote, Joe Gollner will take stock of what we have collectively learned over the years and distill all of this down to a top ten list of secrets to content initiative success. Not surprisingly, some of these secrets touch upon strategies for justifying project budgets and others focus on change management and questions of team leadership. And some bear upon how content technologies can be effectively leveraged.

The genesis of this session can be traced back to a series of recent experiences when content initiatives from the distant past were revisited. These experiences were a little shocking because they showcased organizations that were still using the same solution that had been put in place almost 20 years earlier. How could a content solution implemented in the era of Windows 95 still be running? How could a team of content practitioners complete their careers using the same procedures? How could a new generation of practitioners join the team and take up this legacy working environment? How could the solution have been adapted to address changing publishing needs? The answers to these questions tell us a lot about what really works in content initiatives and we should all be attentive to these lessons.

Misty Weaver
University of Washington

One of the challenges of content strategy discovery and research is implementing plans that truly fit an organization’s resources and systems. Asking people to change how they work requires diplomacy and an understanding of the unique challenges and motivations of the people who create, manage and publish content. In partnering with nonprofits as clients for the content strategy course Misty Weaver teaches, she has found that collaborative activities work best in building empathy for internal staff and delivering contextually appropriate recommendations.

This session will use gamification and collaborative activities to build empathy as we build workflows for internal stakeholders.


Don’t panic and carry a towel. Winners are grabbing your attention with less content: short form video, textified images, listlicles, audio soundbites and infographics.

Discover tools and techniques to master short-form media in all the different digital formats. Words, videos and audio all have their long forms, but short and snappy wins today. Learn how to start short to earn longer bursts of attention.

Masterfully design content that’s repurpose-ready for omni-channel transformation. Speak to different types of learners. Learn tools to tell your story in snack-size bites for the full spectrum of media. Embrace your content graph and snacker thinking. Nothing is impossible, just highly improbable.

Noz Urbina
Urbina Consulting

The thesis: semantic, structured content is more suited to our brains natural functioning and mechanisms than traditional, unstructured content. It’s counter-intuitive, but is it true?

Our basic understanding of communicating content has changed. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity?

Contemporary research in cognitive science and neurobiology can offer us new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy, looking at how we can break out of our current mindsets, deconstruct old habits, and see justification for new ones around user needs. It offers cognitive science
and neurolobiology lessons relevant to today’s content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users.

This session will cover models and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies couched in the most human of terms.

Our audiences are ever more adept at ignoring us on an ever growing number of channels. We are still reeling from the surge of mobile devices in all their many forms, but we can see wearable technologies and augmented reality bearing down on us like a freight train.

To respond we must rethink how we work with content at a fundamental level.

The world is four-dimensional place (length, width, depth and time), but we were raised and trained to think of content as flat, 2D deliverables. How can actually create and deliver content for everyone and no one at once? How can we create words and images like Lego that can be dynamically built into relevant and valuable content for the right person and the right context?

How can we do all this coherently, without the train hitting us and smashing our messages into a fragmented mess?

By changing our mindsets, and adopting a content strategy that can support today’s content marketing initiatives. Join this session and take the first step in the right direction.

Ryan Lounsbury
Customer Success Specialist, MindTouch

Today’s customers expect brands to support them throughout the entire ownership lifecycle and will jump ship (and churn) if it takes too much effort to become a product expert. Building a Customer Success strategy requires a collaboration across many departments in your organization and a new way of thinking about how you deliver content to your customers.