Tuesday, October 29, 2019

CSA01 Opening Talk: Content Strategy: Are you ready for the future?

Content Strategy: Are you ready for the future?

Scott Abel presented a short review of the past 20 years — and provided a brief overview of the Fourth Industrial Revolution — with an eye toward explaining the need for content strategists to find ways to leverage their skills to help the organizations they serve become information-enabled.

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CSA02 Content Operations: Moving the World's Second-oldest Profession into the 21st Century

Content Operations: Moving the World's Second-oldest Profession into the 21st Century

Rahel Anne Bailie introduced the audience to the emerging practice known as content operations (ContentOps). In this opening keynote presentation, she covered some of the high-level principles that make this an exciting development for content professionals across the board.

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CSA03 Elements of ContentOps in Action: Examples, Advice and Learnings

Elements of ContentOps in Action: Examples, Advice and Learnings

Robert Mills explored lessons learned from several different organizations that have invested in ContentOps. Attendees learned what improvements these organizations are making, why, and how.

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CSA04 How Personalization is Changing Content Strategy

How Personalization is Changing Content Strategy

Experience designer Colin Eagan discussed content personalization — asking is it realistic (or even desirable)? In this highly practical talk, Eagan focused on the ever-expanding role of content strategy in ethical personalization design, including technology selection, user data models, editorial considerations, and the "infinite content problem."

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CSA05 Why You Need Content Transformation for a Successful Content Strategy

Why You Need Content Transformation for a Successful Content Strategy

Val Swisher challenged the audience to understand what it means to transform content and she shared concrete steps you can take to begin preparing content for digital transformation.

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CSA06 Terminology and Taxonomy as Foundations for Content Strategy

[Case Study] Terminology and Taxonomy as Foundations for Content Strategy

Ben Colborn shares how Nutanix applied terminology and taxonomy guidelines to help the company better deliver consistent customer content experiences. 

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CSA07 How to Make Screen Reader Content Sing: Creating an Inclusive Content Strategy

How to Make Screen Reader Content Sing: Creating an Inclusive Content Strategy

Screen readers are assistive devices that convert text content displayed on a computer screen into a form that visually-impaired consumers can process.. Vince Abbate and Carrie Farber examine screen reader content — the good, the bad, and the ugly — and share several good practices you can put into place to ensure your content is accessible.

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CSA08 Content Strategy Success: Technology is Not The Answer.

Content Strategy: Technology is Not The Answer.

Charles Cooper helped the audience spot natural departmental allies and provided tips on how to convince them to work together with you to make your content strategy projects successful. Cooper also offers advice on how to spot naysayers (and other problematic players) and provided a few tricks to help you convert those who oppose the project and turn them into allies.

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CSA09 The Memory Advantage: How to Stay on Your Customers’ Minds and Influence Their Decisions

The Memory Advantage: How to Stay on Your Customers’ Minds and Influence Their Decisions

Most business content is more forgettable than it is memorable. Attend this session with Dr. Carmen Simon to learn the science behind what it takes to keep your audiences’ brains engaged and likely to recall your message.

CSA10 What Drives Your Strategy, Your Needs or Your Customers'?

What Drives Your Strategy, Your Needs or Your Customers'?

Mindfulness coach Janet Fouts discussed the need for a kinder, more compassionate approach to content creation that focuses on the needs of the customer. Fouts shared how adopting a thoughtful approach to content strategy can help you turn prospects into loyal customers and brand evangelists.

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CSA11 Harnessing the Power of Customer Journeys to Build Empathy, Map Content, and Get Alignment

Harnessing the Power of Customer Journeys to Build Empathy, Map Content, and Get Alignment

Lisa Gettings taught attendees how to put customer journeys, personas, user scenarios, empathy exercises, and content mapping to work.

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CSA12 Transforming Content with Style: From Style Guides to Design Systems and Artificial Intelligence

Transforming Content with Style: From Style Guides to Design Systems and Artificial Intelligence

Michael Haggerty-Villa led a discussion with a panel of content design strategists on how to turn style guides into useful tools for design team collaboration. The panel explored better practices for sharing style guides, discussed ways to integrate them into design systems with visual and interaction guidelines and helped the audience think through how their efforts will be impacted by chatbots, artificial intelligence, and machine learning.

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CSA13 [Case Study] Content Early, Content Always: Designing with Words

[Case Study] Content Early, Content Always: Designing with Words

Workday's Simone Ehrlich shared a new approach, a riff on content first, in which designers and product teams consider the user’s information needs throughout the design process. Ehrl;ich shared how designing with words can help you shape or improve your product or project.

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CSA13 Redefining the Role of an Information Architect

[Case Study] Redefining the Role of an Information Architect

Robin Boldt shares ideas you can borrow from the content teams at Rockwell Automation and apply them to your organization in an effort to overcome content challenges, improve content quality and usability, and develop a successful content strategy.

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CSA15 How My Approach to Content Strategy Killed My Career as a Content Strategist

How My Approach to Content Strategy Killed My Career as a Content Strategist

Danielle Kirkwood shared how she discovered how her approach to content strategy killed her career as a content strategist. She shared lessons learned and suggestions for moving content strategy forward in your organization.

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CSA15 The Content Future: What the Data Tells Us + What It Means for You

The Content Future: What the Data Tells Us + What It Means for You

Featured presenter, Colleen Jones, will help you understand what these insights mean for content roles ranging from writer to strategist to engineer to manager. (Hint: You might need shades. The future is bright.)

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Wednesday, October 30, 2019

CSA18 Making Change Happen: It's Science, Not Willpower

Making Change Happen: It's Science, Not Willpower

Strategic interventionist coach, Andrew Lawless, explored how forward-thinking leaders are leveraging a scientifically-proven team performance framework that produces results and unity. Discover how to build a frictionless, high-performing collaborative team.

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CSA18 Linking Customer Feedback to Analytics and Work Items at Scale with Automation

[Case Study] Linking Customer Feedback to Analytics and Work Items at Scale with Automation

Catherine Lyman discussed how the team at MapR Data Technologies expanded a simple feedback system into an automated process, saving the writers and the manager time. By adding integration tools to a ‘human’ process, the MapR team radically reduced the effort required to manage feedback that they get from their users and got an easy way to generate customer analytics in the process. 

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CSA19 [Case Study] Meeting Customer Needs and Expectations Through Content

[Case Study] Meeting Customer Needs and Expectations Through Content

Pushpinder Lubana explored how PayPal measures the quality and effectiveness of content globally in a standardized, consistent, and repeatable way. She lays out how the company developed content metrics — based on customer feedback — and how these quantitative measures of content quality have helped PayPal determine whether their content is meeting their declared goals. 

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CSA20 [Case Study] Creating a Modern Knowledge Center

[Case Study] Creating a Modern Knowledge Center

Blaine Kyllo shared how a regional government utility company transformed an aging, cluttered information repository into a sleek, modern knowledge center, and how shaving seconds from phone calls is saving the government hundreds of thousands of dollars each year.

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CSA20 Optimizing the Content Experience

Optimizing the Content Experience

To drive success, today’s content strategists and content marketers must work together to design a superlative “content experience” with assets that are integrated and orchestrated, supporting and enhancing the customer journey at each step. Karla Spormann works to demystify this exciting new arena of content experience.

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CSA21 Ethics for Information Professionals

Ethics for Information Professionals

Sarah A. Rice examined ethics (in the context of content strategy). She posed questions of the audience and suggested ways attendees can discuss a code of ethics to be applied widely among content teams, including contexts and formats that may not have been considered before.

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CSA23 Supporting the Information-enabled Enterprise: Re-engineering for Better Flow with Microcontent

Supporting the Information-enabled Enterprise: Re-engineering for Better Flow with Microcontent

Rob Hanna explored the need to develop information-enabled organizations that are capable, by design, of deploying intelligent microcontent in a manner that enables consumption and reintegration across different business functions in the enterprise. 

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CSA24 Microcontent, Macro Results: How Sweating the Small Stuff Improves Customer Engagement and Retention

[Case Study] Microcontent, Macro Results: How Sweating the Small Stuff Improves Customer Engagement and Retention

Alexa K. Apallas shared why writing clear, concise microcontent is so important. In this case study, Apallas showed how PayPal learned to use limited space to communicate clearly and enhance customer experience.

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[Case Study] Stronger Together: Establishing a Content Governance Model and What To Watch Out For

[Case Study] Stronger Together: Establishing a Content Governance Model and What To Watch Out For

In this case study presentation, Glenn Lafollette and DJ Francis discussed why commercial real estate giant Jones Lang LaSalle determined that they needed content governance, the steps they took to establish it, and the role that content governance plays in the organization today. 

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CSA26 Beyond the Jargon: How to Collaborate with Stakeholders

Beyond the Jargon: How to Collaborate with Stakeholders

In this presentation, product content and design strategist, Tracy Ulin, examined the challenges of executing content strategies and without becoming part of the problem. Because when a content strategist deeply understands the organizations they serve, they get better at the business of executing on content strategy.

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CSA27 What Every Content Strategist Needs to Know About the Search Evolution

[Panel Discussion] SEO Past, Present, Future: What Every Content Strategist Needs to Know About the Search Evolution

Rich Schwerin led a discussion with a panel of three SEO experts on how organic search is evolving and what every content strategist should know to stay current. The panel explored the past, present, and future of search, debunking some long-held myths, with an eye on where search is heading next. Panelists included Benu Aggarwal of MilestoneMichelle Robbins of Aimclear, LLC, and Towa Ghosh of VMWare.

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CSA27 Face is the New Interface

Face is the New Interface

Mark Walsh, founder of Motional AI, a platform for transforming chatbots and voice assistants into warm, charming, and visual animated characters, shared essential tricks to defining a persona for your bot, voice, or visual assistant. Walsh shared insights into writing for conversation, and how to design a voice and a visual that makes consumers feel understanding, respect, and even love for, your brand.

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CSA29 The Importance of Words in an Inclusive Workplace

The Importance of Words in an Inclusive Workplace

Val Swisher took a look at the role that words play in our ability to understand others, and how we can better understand each other by being open to, acknowledging, and using different vocabularies.

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CSA26 Finding the Content Unicorns

[Case Study] Finding the Content Unicorns

Michelle Savage explored how the PayPal Content Team rethought their hiring strategy, experimented with hiring and training approaches that helped them find a slew of new writers, and brought magical new energy and ideas to their entire team in the bargain. 

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CSA27 Crossing Skills and Professions: What You're Called May Not Be What You Become

Crossing Skills and Professions: What You're Called May Not Be What You Become

Given that content jobs lack standards around naming conventions and skills sets, it's a wonder that we manage to match people to jobs at all. As the content landscape evolves, content strategy maven Rahel Anne Bailie argued that we need to keep in mind that our roles keep changing within it. 

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CSA33 Moving Toward Content as a Service: Content Infrastructure at Paypal

[Case Study] Moving Toward Content as a Service: Content Infrastructure at Paypal

Shibi Sudhakaran and Paul Pardi examined the content infrastructure in place at PayPal, from content creation to delivery. Discover how PayPal is developing the capability to deliver Content-as-a-Service (CaaS)  to distribute personalized content to users across a variety of channels.

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CSA28 Your Very Best Next Step: Practical Advice to Clearly Demonstrate Your Value

[Closing Keynote] Your Very Best Next Step: Practical Advice to Clearly Demonstrate Your Value

In this aspirational closing keynote presentation, content leadership coach, Andrea Ames shared best practices for getting the most out of any situation, including practical advice designed to help you clearly demonstrate the value of content to business leaders and customers alike.

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