Business models for content

On All the Different “Web Governances” in the Universe

Join Lisa as she discusses all the various permutations of “Web Governance” that you might ever care about. That’s:

• governance of the World Wide Web;
• corporate governance;
• corporate web governance;
• IT governance (wait, we’re almost there);
• website governance; and
• content governance.

She’ll also explain what types of governance-related change content strategists can expect to make in their organisations, and how to garner executive sponsorship for the heavy lifting.

Topic: Business models for content →

Making sense of the (new) new content landscape

The app-internet? Mobile first? XML? Mobile device sales have surpassed those of desktop computers, but what does that really mean for our communication platforms? And is the web really dead? As content specialists, we are under ever greater pressure to create and justify long-term content publishing plans that embrace the new mobile world and meet financial goals. Erin looks at content choices (good and bad) made by real companies and breaks down the ideas to consider as you make—and sell—smart, sustainable online communication decisions.

What you’ll learn

1. The real data and case studies behind the “app-internet” trend.
2. Which changes in the web world are likely to have the greatest effect on our work, and how to make the most of them.
3. Field-tested arguments and guiding principles we can borrow from the people who brought us the modern web.

Topic: Business models for content →

Seven micro content strategy projects with high return on investment

Are you finding it difficult to sell content strategy to your organisation? If you’re enthusiastic about content strategy but fear that any grandiose plan will be squashed, here’s how to win over the doubters through stealth, using tangible, measurable success stories.

Look for a small, self-contained content project where the return on investment (ROI) is easy to establish, and then use it to build a business case for a broader content strategy initiative.

Catherine will use case studies from her work with clients like Autoglass, John Lewis, and Nokia, and other case studies from around the web, to show how anyone can make the case for content strategy in their organisation.

What you’ll learn

1. How to choose your first content strategy project.
2. Inspiring ideas you can borrow for your own micro content strategy projects.
3. How to make the business case for content strategy, and sell it to your organisation.

Topic: Business models for content →

Data-informed content strategy

Brand isn’t what you say, it’s how the outside world perceives you. To deliver content that’s flexible enough to respond to what online audiences expect—and crucially, how they want to access our content—we need a new form of thinking. It’s not just about writing for the web, or producing “web-ready” content—we need to learn how to read audiences, and then structure our content to fit their context.

This demands more than simple data aggregation: to find true value and insight, we need to push past the data whiteout. We need to learn how to properly analyse data so that we can plan and budget for content strategies that work for both our audience and our business plan. Happy users cost less and love you more.

Anne will demonstrate how organisations need to change their perceptions of what audiences want and need from their content, using evidence and examples to present arguments that put content at the heart of organisational reach.

What you’ll learn

1. Why audience insight is critical in content planning.
2. Why context is a key data metric.
3. Why content strategy is an organisation-wide issue, and how data informs it.

Topic: Business models for content →

The content strategy panel extraordinaire

We’ll round off these two days of cutting edge content strategy talks with a panel led by Kristina Halvorson. They’ll debate the questions you’ve raised on twitter during the conference, discuss the state of content strategy in 2011, and explore what's next. The panel are:

• Gerry McGovern
• Karen McGrane
• Ove Dalen
• Cleve Gibbon

Topic: Business models for content →