The LavaCon Content Strategy Conference | 14–17 October 2023 | San Diego, CA
Astrid deRidder

Astrid deRidder help content-based organizations deliver commercially-successful education and training products that exceed expectations. She specializes in designing and implementing process and workflow solutions that maximize efficiency and effectiveness in changing business environments. As an experienced and proactive leader, her experience in building cross-functional and matrixed organizations has enabled her to deliver significant programs of change. She is recognized as a resourceful, compelling, and commercially-astute publisher, captivating public speaker, and an inclusive leader.

But We Don’t Own the Content

A detailed case study exploration of how built and delivered a content strategy without any ownership of the content. FutureLearn is an online education platform based in the UK, originally founded as a MOOC in 2013. The organization has had to navigate between the demand (what kind of content learners want to study) and supply (what kind of content academics want to publish). Surprisingly, they don’t always match! As a content marketplace, FutureLearn bridges that gap, and works to influence content creators by guiding them to create successful courses. This session will explore the means and mechanisms by which a content-based organization can succeed when it doesn’t own or control any content.

In this session attendees will learn:

Astrid deRidder, VP of Content & Learning will share the detailed steps of how a successful content strategy was developed, including KPIs & metrics from before and after. Attendees will learn about the potential risks of operating in a content marketplace, and will learn from the successes (and failures) of one of the most successful online education platforms.