There’s nothing quite like writing for the web, except of course the planning, structuring and general upkeep of that writing once it’s gone live. This workshop will explore planning for future content – from keeping our audiences and goals in check to developing simple and usable editorial processes.
While over 75% of all websites have Google Analytics installed, most site owners don’t get beyond the first page when measuring their website performance. They are missing out on a wealth of information for how to draw in more visitors, reach your goals and improve your results. This workshop will help you go beyond the first page of reports and learn how get more from your analytics. Learn how to set goals, mine insights, and many more practical tips to improve your results.
Friends, a zombie apocalypse is upon us: an onslaught of new mobile devices, platforms, and screen sizes, hordes of them descending every day. We’re outmatched. There aren’t enough designers and developers to battle every platform. There aren’t enough editors and writers to populate every screen size. Defeating the zombies will require flexibility and stamina—in our content. We’ll have to separate our content from its form, so it can adapt appropriately to different contexts and constraints. We’ll have to change our production workflow so we’re not just shoveling content from one output to another. And we’ll have to enhance our content management tools and interfaces so they’re ready for the future. Surviving the zombie apocalypse is possible. In this talk Karen will explain how: by developing a content strategy that treats all our platforms as if they’re equally important.
NPR’s COPE (Create Once Publish Everywhere) process is viewed as one of the most effective answers to structured and mobile content. But not every organization can implement it in the way that NPR does. This talk will discuss why we love COPE, what problems can be introduced when trying to put it into practice, and some alternatives and coping mechanisms when the ultimate dream can’t quite be achieved.
We talk about content strategy, post-launch analytics, and general site maintenance, but we’re all plagued by one question: how do we do this? The answer, of course, is vague and frustrating: IT DEPENDS. We’ll discuss the myth of the perfect methodology – the fact that, no matter what, we cannot stop adapting, changing and improving our methods, and in the process we will begin to shift the discussion from WHAT makes a methodology to HOW we put together one of our own.
We’ve gotten really good at planning and building digital experiences, but spend significantly less time working to improve them post launch. Learn how the same user-centered approach you took to designing the website can be applied to an ongoing optimization program. This session will demystify the complexity of personalization and testing and explore how focusing on your audiences first can dramatically improve digital experiences and the overall results.
Now what? Now you need to think beyond your website. In today’s multi-channel world, there are ongoing email, web, mobile, and social marketing strategies to organize, plan and execute. Often, these areas include technologies that were purchased and implemented separately such as web content management, marketing automation, analytics, digital asset management, and others. But how do you select the right mix that will help you to accomplish your marketing objectives?
While over 75% of all websites have Google Analytics installed, most site owners don’t get beyond the first page when measuring their website performance. They are missing out on a wealth of information for how to draw in more visitors, reach your goals and improve your results. This session will help you go beyond the first page of reports and learn how get more from your analytics. Learn how to set goals, mine insights, and many more practical tips to improve your results.
Communicating your organization’s messages effectively can be an overwhelming challenge in an age of mobile browsing, social sharing, and endlessly multiplying “engagement” tools. By moving beyond the “one post, one page” view of your content, you can make better use of your organization’s resources, simplify your own work, and plan more effectively for the future. We’ll look at three companies (some large, some small) who’ve taken this step and help you discover, document, and develop your company’s unique “content language.
As web professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate. Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web … this time, and the next.