Andrea Goulet Ford
What holds brands back from creating engaging, effective content typically isn’t talent, but rather a complex cobweb of rules, regulations and business processes that get in the way. The best content marketing brands embrace a “culture of content.” They have a collaborative spirit. Leaders know how to articulate visions. Messaging foundations are documented. Approvals are swift and nimble. And creative professionals have the resources they need to execute engaging content in real time. You’ll learn how to:
- Identify your personal communication leadership style and effectively manage your team.
- Create organizational systems that empower everyone to positively contribute to your content marketing efforts.
- Respond swiftly to events and take advantage of real-time marketing.
- Teach your team to speak in one cohesive and unified brand voice.
- Set up balanced processes that both mitigate risk and improve the flow of content creation.
This case study will review the key insights that determined one company’s approach to meeting a business objective for a Fortune 100 telecom OEM: to satisfy customer demand for more concise, high-quality information with fewer resources to manage the content. This presentation will provide management insight into organizing years of technical documentation into a usable document set within a normal release schedule. Learn Beth's approach to reduce and standardize content using standard tools and processes. The session will include:
- An analysis of how information is accessed and how user needs are gathered by the client.
- An approach to analyzing existing content, iterative modeling based on high level tasks, minimalist writing guidelines.
- Lessons learned in implementing the solution.
- Metrics of the project results.
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.
Keynote: A printer, desktop, and tablet walk into a bar....
This session will help define the role content plays in today’s revenue generating strategies. We will identify the three major factors that have caused a shift in the value of content: the informed consumer, Big Data (the informed business), and unprecedented access to advanced technologies. With this understanding, you will begin to build your own strategy that aligns with your business goals. We will then move you into the next phase which is how to have the conversations that will transform the role of content in your business. This proven methodology will help bring those conversations to the executive level, so you can uncover and address the true obstacles to achieving your goals. Make content the most pivotal asset to a company’s continued success and position yourself as a business leader.
Jack Molisani will kick off the Lavacon conference with his welcome address.
Gnostyx Research Inc.
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.
In this session, attendees will learn how a fully developed content strategy allows for the easy implementation of an inbound/relationship marketing strategy. Make your content a profit center by driving leads and moving your clients through the purchase process; establish relationships with clients not ready to purchase now to keep your organization at the top of their minds until they are ready. By utilizing the tools of content strategy and a variety of communications channels (blogs, email and social media), you can use already existing content or plan new content to implement a relationship strategy that supports your business goals. In fact, without content strategy, relationship marketing can’t work!
Many companies are making content publishing a larger part of their marketing strategy, but not all of them have a full understanding of the pitfalls that come with the territory. Kane Jamison will look at how content creators can apply existing risk management industry concepts to the content creation process, including setting goals, managing internal and external contributors, maintaining quality while staying on track and on budget, avoiding promotional failures, and more.
Kathy Wagner and Melissa Breker
Content Strategy Inc.
Your customer’s experience doesn’t begin or end with your content. It’s simply one touch-point of many. By understanding the entire customer journey, you’re better equipped to provide the right content at the right time and in the right place to meet both user and organizational needs. We'll show you how you can use customer journeys to identify user-focused content requirements and understand how content supports a larger user experience. We’ll discuss content considerations at each journey stage and identify ways that content can encourage users to progress through their journey. In this session, attendees will learn:
- Six different aspects of content to consider when mapping content to customer journeys
- Four steps to creating, visualizing, and using content mapping.
- Three ways to gain quick wins with content
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate. Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
When brands become useful to their audience, they create value and loyalty. And, as it turns out, they can also make and save a lot of money. In this session, Margaret will dissect utilitarian content that was created based on search insights and drove revenue gains for UGG Australia, Sanuk and Teva. Join this session to learn how to leverage SEO and search trends to create useful, consumer centric content. Attendees will learn how to identify key content opportunities based on SEO, search trends and other forms of listening data that drive revenue or reduce costs for eCommerce brands. Margaret will also discuss how to work with large organizations and teams in to get that content created, and identify stakeholders that need to be involved in the process.
In 2007 Rachel Lovinger said, “Content strategy is to copywriting as information architecture is to design.” But today, the fields of both content strategy and IA have grown, and practitioners face a new challenge: discovering where one leaves off and the other begins. As content strategists we need to understand our role, but we also need to listen to IAs so that we can move from frustrations to mutual respect and communication. In this session, attendees will learn:
- Helpful, concrete questions to ask of other team members in collaborative settings.
- A stronger understanding of what IA is, and suggestions of how a basic understanding of the field can benefit content strategists.
- Conversation and brainstorming starters that can be utilized to kick off design/content projects.
Now more than ever before, business leaders are expected to demonstrate a bottom-line ROI on content, social media and related tactics. However, while more and more content is being churned out, many organizations are not seeing the results they expected. The challenge isn’t simply to deliver leads to the organization—the challenge is to deliver long-term relationships, and to do so your content must be able to attract, nurture and convert casual visitors into engaged consumers and customers. Many organizations are missing only one or two key ingredients that will take their current strategy from average to amazing. This session provides the solution in three simple steps. Takeaways of this session include:
- A frontline discovery strategy that reveals what consumers really want from you
- A three-step content plan that will make the sales department fall in love with marketing
- Five amazing tools and apps that will transform your current strategy
The Infosnacker's Guide to the Galaxy Embracing Short Form, Ephemeral and Realtime Content Strategies
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.
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.
Are there still online and offline worlds? If so, for how much longer? In this session we take a look at the medium and long-term implications of wearable devices and the internet of things. Screens are shrinking and working in tandem; connectivity is marching on towards ubiquity. Eventually there comes a point where the online world or ‘digital space’ and our real-life day-to-day will integrate so seamlessly that differentiating them will seem antiquated. What does that mean to communication and content? What happens when Moore’s Law applies to our lives? What is the impact on information, technology and eventually culture? How should the individual communicator cope with a life of constantly accelerating change? Noz will address these questions and more.
You will walk away from this session armed with the tools to successfully engage customers in a way that impacts the content you create. This session will cover:
- Creating a customer engagement strategy
- Learning customer engagement approaches and opportunities
- Understanding when and how to engage potential customers
- Determining your content strategy based on your ongoing customer engagement results
- Measuring success to save time and increase revenue
We’re facing fundamental change in tech comm: not just how we do what we do, but also why we do what we do. Tech comm is not just about customer support anymore; it’s also driving revenue. Buyers look for technical content before they buy. And they don’t want to just passively consume it, they also want to interact with it—and with us. There’s something even larger at work here: we’ve entered a new era where companies build relationships with buyers through content—both marketing and technical content. On the marketing side, this new era has led to the explosive rise of content marketing. But technical content can play a role in content marketing too—perhaps even a more important role than marketing content. This role won’t just be handed to you; you’ll have to fight for it. This session will discuss how to win that fight.
Product Manager, Adobe Systems