Content Strategy

 

C1. Track Keynote: What it Takes to Build a Modern Customer Experience

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

Everyone pays lip service to the power of today’s customers and the need to more fully and meaningfully engage with them, but not every organization follows through. The first step is to make sure you are truly listening to your customers, and not assuming you know what they want and need. AIA’s Kevin Novak takes a critical look at what it means to actively listen to your customers, why some organizations fail to do so, and why it is so important to crafting and maintaining a successful digital experience.

Moderator:
, President, Anderson Digital 2020
Speakers:
, Senior Director, Digital Data Strategy & Distribution, Marriott International
Update: Rethinking Content Delivery: Moving beyond a Traditional Web Content Management Approach
, CEO and Founder, 2040 Digital
The Age of the Customer
 

P1. Track Keynote: Hear how Harvard Business Review and WGBH have Transformed Digital Engagement

Tuesday, December, 2: 1:30 p.m. - 2:30 p.m.

Engaging customers and online audiences requires the right mix of technology, content, and tools, orchestrated in a way that leverages deep customer knowledge to deliver the right content at the right time in the right fashion. That’s a tall order, yet it is a “do or die” imperative for organizations that use content to make a living. In this session, you’ll learn how to transform and optimize customer digital engagement from presentations by two leading-edge organizations that are paving the way to the future using a blend of customer-centric design, dynamic and targeted content, big data and analytics, agile technologies and processes, and a vision for the future. These presentations will inspire you to kick-start your own digital engagement transformation initiatives!

You'll also meet the HBR.org development team: Daigo Fujiwara, Kevin Davis, Matt Wagner, Fred Lalande, and Ismail Ozyigit.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:
, Director of Technology, Harvard Business Publishing
Rebranding and Rebuilding Harvard Business Review
, Managing Partner, CRM Services, WGBH Educational Foundation
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse
, CTO, RedPoint Global Inc.
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse
 

T4. Personalization, CMSs, and Content Strategy

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Personalization is on everyone’s checklist – organizations “require” it, consultants recommend it, and vendors “provide” it. Even with a lot of technology available, it is hard, and even harder to do it right. In this session we have two “how to” presentations. One speaker covers what to expect from CMS systems as well as strategic and operational issues organizations need to work through. The other presenter describes a content strategy and technique for a managed implementation of personalization.

Moderator:
, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
, CEO, TBG (The Berndt Group)
Personalization Mechanics: Highly Targeted Content Within Your Web Operation
, CTO, VML
How to Deliver Contextual Content to an Audience of One
 

P4. How Publishers and Marketers are Dealing with Today's Digital Asset Management Challenges

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Creating engaging digital customer experiences has become both a mantra and competitive imperative for many publishers. Digital asset management is a core part of creating those experiences, providing the ability to create, manage, and deploy the rich content that drives engagement. While DAM technology has been around for a while, it continues to evolve and systems that are even a few years old may be behind the times. Whether you’re newly in the market or disenchanted with an existing DAM solution, this session will provide the knowledge of the market, the vendors and solutions, and how to select the best possible solution for your needs.

Moderator:
, Principal, Agile Business Logic and Principal, Agile Business Logic
Speakers:
, Director, Vox Veritas Digital Ltd, UK
How to Select a Digital Asset Management System and 2014 Market Overview
, Director of Rich Media Solutions, Flatirons Solutions
It's OK to look back... learn what others have done to overcome DAM challenges
 

E4. Ways to Increase Reach and Collaboration

Wednesday, December, 3: 8:30 a.m. - 9:30 a.m.

Sveta Kouznetsova: 8:30 – 9:00, Accessible Content: Quality Captioning and Transcription as Universal Design
To attract a wider audience, you need to make your aural information - audio, video, events - accessible via quality captioning and transcription. It is not necessarily for those with hearing difficulties. It also helps foreign language speakers, remedial readers, individuals with learning disabilities, those in noisy or quiet environments, and many more. Just being able to hear is not enough. Businesses would also benefit from captioning as it improves user experience and SEO of their aural information and attracts more loyal customers. Sveta will dispel common myths about deaf and hard of hearing people, share personal experiences, and discuss case studies of good quality captioning that goes beyond universal access and can be enjoyed by anyone and anywhere regardless of hearing abilities. Come and check the presentation signed by the deaf speaker, voiced by interpreters, and open captioned in real time. Let’s think outside of the ears! 

Donald DePalma: 9:00 – 9:30, Can't Read, Won't Buy: Why Language Matters on Global Websites
If you read English natively, you have enjoyed the best of the web since its creation. Content in this language has dominated the medium for nearly two decades while companies have catered to English-speaking markets and the enormous spending they generate. However, many corporations realize that billions of people don’t read English at all or well enough to make buying decisions, so they’re increasing the amount of information that they offer in other languages. As they reach out to global prospects, the big question is: If they localize their websites, will more buyers come? If they translate product literature, will they sell more? How much will localization help them grow? Common Sense Advisory surveyed consumers in 10 non-English-speaking countries to test the hypothesis that companies can increase their sales by localizing their products and websites. In this presentation, Dr. DePalma summarizes the results of this 2014 survey, analyzes the linguistic preferences of consumers, and discusses the impact on their online behavior.

Moderator:
, Vice President Client Services, Digital Clarity Group
Speakers:
, User Experience & Accessibility Specialist, Freelancer/Consultant
Accessible Content: Quality Captioning and Transcription as Universal Design
, Chief Research Officer, Common Sense Advisory, Inc.
Can't Read, Won't Buy: Why Language Matters on Global Websites
 

T5. Multichannel Content Management - How do you do it?

Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.

Multichannel content management is hard. It used to be a requirement mainly for complex enterprise content management applications that couldn’t avoid it. Nowadays, it is necessary for almost every business and consumer application aiming to achieve market penetration potential. In this session four experts will help you understand what’s involved, what content reuse, adaptive content, semantic content are, and how to get started. If you’ve already started they can provide some tips based on their extensive experience.

Moderator:
, Director of Marketing, Connective DX
Speakers:
, Content Architect
, Partner, Blend Interactive
, Consultant and Founder, Urbina Consulting
 

P5. The Future of Advertising Panel

Wednesday, December, 3: 9:40 a.m. - 10:40 a.m.

Advertising used to be simple - well you could always make bad choices - but keeping up with all the ways advertising technology and channels are changing is enough to make some marketers yearn for early retirement options. Last year we looked at Ad Exchanges, Data Exchanges, Real Time Bidding (RTB), Demand Side Platforms, and Supply Side Platforms. Our panel this year will look at a number of topics including the use of ethnography and digital anthropology to craft relationship-building ads, multiple ways to manage cross-platform advertising, and how content strategists can help create user-centric, not marketer-centric experiences.

Moderator:
, SVP Marketing, Newscycle Solutions
Panelists:
, Senior Director, Digital Marketing, Activision
, Principal, User Experience Design, ICF NEXT
, Founder and CEO, PK4 Media, Inc.
 

C9. Managing and Monetizing Paid, Owned, and Earned Content

Wednesday, December, 3: 11:40 a.m. - 12:40 p.m.

How does your organization manage and value paid, owned, and earned content? Is there a strategy for each of the three types? A budget? If you are struggling with measuring the value of marketing related content you are certainly not alone – there is just no easy way to do it. Content ROI can mean many things for different types of organizations. For media companies and content marketers, they couldn’t be more different. Each have very different views, very different processes and different teams for creating, managing and tracking content. Kathy Greenler Sexton from Subscription Site Insider walks through how each looks at, values and tracks content ROI, and points out lessons each can learn from the other. Randy Woods from nonlinear creations describes a technique in use for modeling content and mapping it to online behaviors to get a better handle on content marketing costs and return.

Moderator:
, Staff Reporter, CMSWire.com
Speakers:
, CEO & Publisher, Subscription Insider
Measuring Content ROI: Publishers are from Mars - Content Marketers are from Venus
, President, nonlinear creations
Of Metrics and Models: Measuring the ROI of Content Marketing
 

T6. Big Data and Customer Engagement

Wednesday, December, 3: 11:40 a.m. - 12:40 p.m.

In this session we focus on what it actually means to use huge amounts of data to better engage customers. Wesley Moore from Teradata explains what infrastructure components need to be in place for data-driven marketing. ShopAdvisor's Peter O'Kelly then takes us through the details of how they are currently using big data, what they’ve learned about interpreting the data, and how to guard against misinterpreting it.

Moderator:
, Senior Vice President Sales and Marketing, Fingent Corporation
Speakers:
, Vice President, IMM & Digital Marketing Solutions, Teradata
Using Data to Deliver Marketing Relevancy and Optimizing Customer Experience
, Independent Consultant, O'Kelly Associates
Big Data and Customer Engagement: New Opportunities and Challenges
 

C10. Globalization and Localization Panel

Wednesday, December, 3: 2:00 p.m. - 3:20 p.m.

Organizations, at least of a certain size, are becoming more sophisticated and adept at creating, managing, and delivering multilingual and localized content. But needs are changing too. Social media, accelerated delivery expectations, and machine translation improvements, are just some of the issues that impact strategies as well as operations. This interactive panel of experts will be covering a range of topics and is suitable for attendees whether new or experienced with managing multilingual content.

Moderator:
, Global Leader, Expert And Advisor in Digital Experiences, Products And Content, Independent Consultant
Panelists:
, Program Manager: International User Experience, FamilySearch.org
, Lead Strategist for Wireless, Hyperlocal and Mobile, Digital Element
, Managing Director, IAE North America
, Director of Client Services, Smartling Inc
 

T8. How to Improve Findability

Wednesday, December, 3: 2:00 p.m. - 3:20 p.m.

Efficiency (speed), accuracy and comprehensive results have long been measuring units by which search engines and search within applications have been judged for findability. Human factors and design play into the efficiency of any search experience. Algorithms determine the validity (relevance) of items retrieved for a given query, and they also determine how complete results (recall) are against a given corpus of content. Search experts who seek to implement search engines for relevance or recall also need quality data to make tuning decisions.

Our speakers in this session will give us three views of what it takes to improve design and content for findability. They will speak to points of usability, as well as how high quality metadata supported by specialized taxonomies, contribute to those improvements.

Moderator:
, Principal, LWM Technology Services
Speakers:
, User Experience Consultant, Bentley University's User Experience Center
Content is King… as Long as Your Visitors Find It
, Chief Scientist, NewsEdge / Acquire Media
Metadata Statistics for Sharpening Taxonomies and Improving Search
, Principal, Taxonomy Strategies
Why You Should Develop Use Cases Before You Develop the Taxonomy
 

C13. Content Strategy Panel

Wednesday, December, 3: 3:30 p.m. - 4:30 p.m.

Content strategy is about architecting information so that it facilitates whatever processes and applications need to use it – content marketing is but one example. In particular, content marketing programs that need to be multichannel (virtually all of them) will only be efficient and effective if they have a content strategy that supports multichannel delivery. How you accomplish this is one topic this experienced panel will cover. Others include the roles and skills necessary for content strategists, what practices have proven useful, and what techniques, e.g., minimum viable content, can help.

Moderator:
, Executive Director, Experience, AvenueCX and Global Content Strategist
Panelists:
, Content Strategist, User Experience Group, PixelMEDIA and Content Strategy New England, Content Strategy Alliance
, Community Manager, Content Insight
, President, ComBlu
, President, Scriptorium Publishing