Content Strategy for Ultra-Large Digital Presences

Thursday Nov 9, 2017, JBoye Aarhus 2017

The world is overwhelmed with web content. Yet many organisations publish content blindly and operate without a documented content strategy, exposing themselves to business risks and missed opportunities.

Content strategy is planning for the creation, delivery, and governance of useful, usable content [1]. It guides web content management projects to deliver business value. Effective content strategy relies on a variety of skills and disciplines, including marketing, communications, editorial planning, web development, user experience and analytics.

In this session we will cover:

  • The WHAT?
    Evaluating what you have in terms of content, skills and resources. Content audit, training needs, recruitment.
     
  • The HOW?
    How to produce quality content? How much to write? How often? What works online, and what doesn’t? What is content modelling? Which Web Content Management system to choose?
     
  • The WHO?
    Who is responsible for web content? Decentralised vs centralised content editing approach.
     
  • The WHY?
    Why does the content exist? Does it increase revenue, lower costs, improves customer experience? What are the goals, KPIs and success criteria for web content.
     
  • The NOW WHAT?
    Once the content is created and published, how do you keep the standards high and content up-to-date? Digital quality management, web governance, analytics, editorial calendar. How to communicate success, influence top management and advocate for change.

This session will suit anyone responsible for creating, managing or overseeing web content. It is relevant to web managers, marketing managers, web content editors, content management professionals, website owners, digital agency and technology vendor teams.

Find out more

[1] Kristina Halvorson, Brain Traffic