The LavaCon Content Strategy Conference | 23-28 October 2020 | UX: Virtual
Andrea Ames

Recognized in 2018 by Relevance as one of the Top 25 Marketing Thought Leaders, in 2017 by [A] as one of the Top 25 Masters of Multichannel, and in 2016 by MindTouch as one of the Top 25 Content Strategy Influencers, Andrea is a sought-after keynote speaker, workshop leader, consultant, and coach, as well as the author of numerous journal and magazine articles and two award-winning books. A 35+-year veteran in the post-sales content industry, a customer retention and content experience strategy consultant and coach, and the founder and CEO of Idyll Point Group, Andrea’s passion is helping businesses to make their customers wildly successful. She teaches content teams to operate like a business, develops superstar content leaders in her coaching programs, and provides customer-retention education and coaching for businesses of all sizes.

Andrea is the host of the After the Sale podcast and the Executive Editor of STC’s Intercom magazine, as well as a Certified Online Training Professional (COTP) and the curriculum designer and Program Chair for the UCSC in Silicon Valley certificate program in technical writing and communication, where she also teaches content design and architecture, human factors, and usability courses. She is a Fellow and past President of STC, a Distinguished Engineer of the ACM (the first content professional to achieve this distinction), a Senior Member of the IEEE, and a member of numerous other professional associations.

When she’s not a guest on entrepreneurial and content podcasts, consulting with content leaders in large enterprises, teaching technical communicators, or coaching entrepreneurs, Andrea teaches quilt making and design, kayaks, and walks her dogs 2+ miles every day — typically while binging on podcasts and audio books.

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Content is NOT a Business Outcome

Do you believe your job is to create content? Or to devise a content strategy or an information architecture? Or perhaps to design an engaging content experience? If so, you might find that you and your team focus on delivering content, giving your organization a PhD in all things content, and spending lots of your time trying to justify tools and technologies to help you create and deliver more of that content better and faster.

Here’s my belief: Content teams are too focused on content——to our detriment——because our organizations do not care about content (at least not in the way we think they should)! They think they do, because we’ve been pounding that message home for decades, but they really care about revenue and all things that lead to and generate revenue.

In this TED-sized romp, I’ll show you why it’s time to “break up” with content and “start a love affair” with business!

I’ll give you the details of my #1 strategy for moving beyond a maniacal focus on content, and I’ll share the most important (and easiest) business results that your content team likely already delivers but doesn’t recognize or take credit for.