Come See Me Speak at Results Oriented Web Summit

I am speaking today at the Results Oriented Web Summit at the Curtis Culwell Center in Garland, Texas at 3:30-4:30pm today, April 12th, 2012. Come see me present the extended cut (50 minutes) of “The Bruce Lee Guide to Strategic Content“. I only had 15 minutes at the Pubcon regional back in February, so I had to condense a lot of my ideas into a smaller set of slides. Here is an overview of what I will be presenting on…

Two weeks out from a launch deadline and the client still hasn’t given you approval on any content and/or will not send any content of their own. Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance in place.

Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, edit, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance in place. The path to useful, usable and findable content is often narrow. Getting there can be a serious challenge. Sometimes you feel like people in the process are against you. There are a lot of adversaries and hurdles to overcome.

Even worse is the job of cat herding IT, stakeholders, marketing, sales and writers to work together to create the kind of strategic content that will speak to their target consumer and build their content brand. The end result is all too often boring sales fluff that no one ever reads. In the end, you find yourself doing a Chinese fire drill to create a bunch of last minute ad hoc content that is seldom on brand and more often than not fails to tell the client’s story.

It doesn’t have to be this way if you choose to take a stand during the early planning phases of a project and stress the importance of a content strategy. Turn adversaries into allies with a strategic approach to your content. It won’t be easy. It can get political. Whatever your level of experience with content strategy, beginners, intermediate and advanced practitioners will walk away with actionable tips and insights straight from the trenches. This presentation will cover:

Content Strategy at a Glance

  • Stake Holder Interviews
  • Content Audit
  • Editorial Strategy
  • Content Templates
  • Message Architecture
  • Content Management

Workflow: Can’t We All Just Get Along?

  • Differentiating Content Strategy from Content Marketing
  • Who is driving? – The importance of governance
  • Where is everything? – Centralize documentation
  • How do we get it done? – Key integration points for success
  • SEO & Content Strategy – Let’s be friends
  • You talking to me? – Know and research your audience
  • The Multi-channel dilemma – Making it all work

Productivity Hacks

  • Agile Content Audits using XPath
  • 7 ways to use big data to inform your content strategy

The Elephant in the Room: How to Get Buy In

  • The art of the proposal
  • Overcoming politics with data
  • Buyer / User Journeys – Putting the customer first
  • Fear factor – Leveraging competitors

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Analytics & AdWords certified growth engineer with over a decade experience in making businesses successful. I own and operate AXZM and often speak at top national industry conferences on the topics of strategy, design and marketing technology. Work with me or learn more about me here. Follow me @nawlready

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You must be pretty smart because you're here. We like your style. You can have all of our latest tools, tactics and growth strategies FREE, in your inbox, every month or so. 

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