The LavaCon Content Strategy Conference | 14–17 October 2023 | San Diego, CA
Fawn Damitio

Fawn Damitio is a Content Experience leader who loves to bring her experience and enthusiasm for content to the conferences, webinars, and forums where she speaks. She’s led content teams for over 25 years in some of the top Fortune 100 companies.

Currently, Fawn is the head of Juniper’s Information Experience team. She also is Program Director for Rising Leaders, a Juniper program that develops Juniper Marketing’s next generation of talent, Fawn is a great believer in mindfulness and loves to lead weekly mindfulness sessions at Juniper. She also, much to her team’s dismay, has an affinity for making bad jokes.

Fawn lives in Santa Cruz, California, with her two children, Jazzy and Elijah, two dogs, Grover and Nelly, and two rats, Bean and Lamppost the Third of the Royal British Empire.

Juniper and the Magic Beanstalk: A Content Strategist’s Search for the Golden Goose

Co-presented with Claudette Hobbart

Most of us know the story of Jack and the Beanstalk. Jack’s mother tells him to go to the market to sell a cow, but instead, he brings home magic beans. His mother, angry at Jack for his careless purchase, throws the beans out the window. Only later does Jack find the giant beanstalk that leads him to the Golden Goose.

Our journey through demonstrating the value of content mirrored Jack’s. We were sometimes tossed out the window. Other times, we were told our content had little value. We declared, no! our content is key for sales, customer loyalty and repeat buys, but our pleadings fell on deaf ears. We thought in despair… will we ever be able to show our value?

That was when our journey began. We climbed a long, winding trail through research, data, and customer feedback. We crossed paths with product owners, marketing, engineers, sales, and support. We reached great lows and great heights. Finally, we found a way to demonstrate our value: Our Golden Goose.

In this session you will learn:

  • How technical content drives demand, sales, adoption, and customer loyalty.
  • The 3rd-party data you need to demonstrate value to senior leadership.
  • How to track metrics and turn these into valuable insights.
  • How to drive demand through technical content.
  • How, ultimately, mirroring the customer journey is the best way to demonstrate value and impact a company’s bottom line.