August 6: CAN’T MISS Content Strategy Event
If you’re anywhere close to Atlanta and the least bit curious about content strategy, then mark your calendar for August 6.
CHI*Atlanta and Atlanta Interactive Marketing Association have put together an event just for you: Web Content Strategy: Where UX, Marketing, and IT Meet.
A rock star line up including my favorite people from Philips Design, InterContinental Hotels Group, and Bond Art + Science will discuss content strategy with none other than Kristina Halvorson—author of Content Strategy for the Web and president of Brain Traffic.
With a cocktail reception and Kristina’s insightful yet humorous approach, this event is ideal to
- learn more about content strategy yourself.
- invite others—colleagues, bosses, stakeholders, team members, clients, and more—to learn about it.
I am confident that all who attend will leave rethinking how they approach content!
REGISTER at AiMA (CHI*Atlanta members – use promo code atlaimachi.)
Hey, this session was so much fun! It made me think of lots of additional content management ideas and war stories.
One example was a pharmaceutical company that split their content on the home page into two branches: “For the Consumer” and “For the Healthcare Professional.”
The consumer stuff was painted strongly in terms of features/benefits with a path forward message to “ask your doctor about…” the product.
The doctor stuff was more in-depth technically and discussed dosing strategies and techniques for countering side effects.
The surprising thing they learned by reader feedback was that there was considerable audience-crossing behavior (15-20%!). Consumers wanted to know what the company was telling doctors about side effects and doctors wanted to see what the company was telling consumers! They made it easier by putting links at the bottom of every page to allow readers to cross back over at will.
I was thrilled to see how many people at the event felt the lack of strong web editorial ownership, unlike in print media (especially magazines.) This has always been a pet peeve of mine.
I also think web owners should treat their content like the folks who paint bridges. Just as soon as they finish painting the bridge, they start over again with another coat at the far end. Web content must constantly be checked for time sensitivity, like going through the refrigerator and tossing out stuff that’s past the expiration date. IT systems can help, but humans have to make the judgment calls (does this smell ok to you?)
Good fun! Thanks for a great session.
I’m delighted that you enjoyed the event, Mike! Thanks for attending and being so engaged. You cite a perfect example from the pharma industry. I found similar audience “crossover” for CDC and HHS…I think that tends to be the way in the health / medical space.
I love your bridge analogy. Content absolutely is a never-ending job. Kristina Halvorson often says it needs constant “care and feeding.”
Hope to see you at one of our Atlanta Content Strategy get togethers! I also welcome your suggestions for topics and activities.
Here are a few other comments I received by email:
“This was really an interesting evening!! I enjoyed the panel discussion and Q/A, and met some interesting people. It was indeed posh!! Job excellently done!!”
“Wow, what a huge crowd last night. Great panel!”
“Kristina was outstanding as the moderator! It was also a great panel!”
You also can see some comments on Twitter at http://twitter.com/#search?q=%23contentstrategy.