- Create, deliver, and govern your content
- Determine how content serves your organization
- Design for your content
- Establish and maintain a repeatable process
How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes.
Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing?
Well, you could find out by reading Content Strategy for the Web, or you could hear it straight from the book’s author, Kristina Halvorson. In this invigorating seminar, Kristina will walk us through a typical website project to demonstrate why, how, where, and when content strategy happens—and how you can do it in your organization, too.
Create, deliver, and govern your content
You'll determine which kinds of content are useful and usable.
- Hear how copywriting and content strategy differ
- Identify the substance, structure, and workflow of your existing content
Determine how content serves your organization
You'll see how content already influences your user and business goals.
- Dig into data to find content that’s helping your users—and hindering them, too
- Define your messaging, document your style, and plan an editorial calendar
Design for your content
You'll discover how copywriting influences usability and engagement.
- Create message hierarchies and page tables to support helpful content
- Lay out content in page tables with defined content attributes and metadata schema
Establish and maintain a repeatable process
Your publishers, developers, and users will thank you for it.
- Map content requirements to a workflow that’s realistic for your organization
- Train teams to consider SEO, style guides, and QA plans within publishing processes
Kristina explains what you'll learn in this 90‑second preview…
We knew we had to have Kristina for this thought-provoking and evolving topic. As founder and president of Brain Traffic, an nationally renowned agency specializing in content strategy and writing for the web, she put content strategy on the map!
Widely recognized as a leading content strategist, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. In fact, you can catch her at our User Interface 15 Conference this November in Boston.
Beware! Her energy and enthusiasm is contagious. She'll challenge you to be brave. To be informed. And to be a passionate advocate for content strategy.
Kristina is the author of Content Strategy for the Web, a must-have for anyone starting or managing a web site. The book helps to define the discipline and business value of content strategy, offering simple steps for introducing the discipline into the web project process. It also gives practical advice on staffing and resource allocation for web editorial roles and responsibilities.
Her professional background includes marketing, sales, public relations, and playwriting. When she's not traveling the country making the case for better web content, Kristina can be found hanging out at the Brain Traffic offices in Minneapolis, or chasing after her two kids in St. Paul, Minnesota.