Mary Southworth started with a passion for writing in finance and that passion evolved with the web doing UX writing, content design, and content engineering, adding people leadership along the way. She currently heads a team of 13 content strategists and conversation designers supporting Fidelity’s workplace products and chatbots.

Why Content Strategy Is Important and How You Can Make a Case for It

Co-presented with: Lee Bryars

This session is for leaders interested in learning why a focus on content strategy is so important for their businesses and for content specialists looking for ways to make a business case for improving their content strategy.

We’ll focus on use cases from Fidelity’s associate-facing content and its profound impact on the customer experience. This session will include a set of basic definitions of terms that can have many and changeable meanings, like content strategy, content engineering, and content design.

In this session attendees will learn how:

• Focusing on content strategy to improve SEO, findability, and AI can improve customer experience and retention
• To get leadership buy-in on content strategy by having the right elevator pitch, metrics, and use-cases to back it up