Comments on: August 6: CAN’T MISS Content Strategy Event http://www.leenjones.com/2009/07/content-strategy-event/ Thoughts on influence and content strategy Sat, 06 Mar 2010 22:42:27 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Colleen http://www.leenjones.com/2009/07/content-strategy-event/comment-page-1/#comment-3322 Colleen Mon, 10 Aug 2009 13:37:51 +0000 http://www.leenjones.com/blog/?p=731#comment-3322 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. 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.

]]> By: Colleen http://www.leenjones.com/2009/07/content-strategy-event/comment-page-1/#comment-3320 Colleen Mon, 10 Aug 2009 13:19:39 +0000 http://www.leenjones.com/blog/?p=731#comment-3320 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 <a href="http://www.meetup.com/Content-Strategy-Atlanta/" rel="nofollow">Atlanta Content Strategy</a> get togethers! I also welcome your suggestions for topics and activities. 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.

]]> By: Mike Mahoney http://www.leenjones.com/2009/07/content-strategy-event/comment-page-1/#comment-3272 Mike Mahoney Fri, 07 Aug 2009 19:41:06 +0000 http://www.leenjones.com/blog/?p=731#comment-3272 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. 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.

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