Tuesday, October 29, 2019

B00 Registration and Continental Breakfast

Registration and Continental Breakfast

Drop by the registration desk, check in, pick up your name badge, grab a coffee and enjoy a light breakfast. 

7:30 AM
CSA00 Welcome and Housekeeping

Welcome to Content Strategy Applied

Lucie Hyde kicks off the conference with a welcome message and a quick overview of the conference.

8:00 AM
CSA01 Opening Talk: Content Strategy: Past, Present, Future

Content Strategy: Past, Present, Future

Scott Abel delivers a quick review of content strategy, past, present, and future 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. 

8:10 AM
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 introduces content operations (ContentOps) as an emerging practice and will demystify some of the high-level principles that make this an exciting development for content professionals across the board.

8:20 AM
CSA03 Elements of ContentOps in Action: Examples, Advice and Learnings

Elements of ContentOps in Action: Examples, Advice and Learnings

Robert Mills explores lessons learned from several different organizations that are investing in ContentOps. Attendees will learn what improvements these organizations are hoping to make, why, and how.

8:50 AM
B01 Mid-morning Refreshments

Mid-morning Refreshments

A 15-minute break — stretch, grab a drink and a snack and rejuvenate. 

09:20 AM
CSA04 How Personalization is Changing Content Strategy

How Personalization is Changing Content Strategy

Experience designer Colin Eagan discusses content personalization — asking is it realistic (or even desirable)? In this highly practical talk, Eagan will focus 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."

9:35 AM
CSA05 Why You Need Content Transformation for a Successful Content Strategy

Why You Need Content Transformation for a Successful Content Strategy

Val Swisher explores what it means to transform content and shares concrete steps you can take to begin preparing content for digital transformation.

9:55 AM
CSA06 Terminology and Taxonomy as Foundations for Content Strategy

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

Attend this presentation from Ben Colborn to discover how Nutanix applied terminology and taxonomy guidelines to help the company better deliver consistent customer content experiences. 

10:15 AM
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.. In this presentation, Vince Abbate and Carrie Farber take a look at 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.

10:35 AM
CSA08 Content Strategy Success: Technology is Not The Answer.

Content Strategy: Technology is Not The Answer.

Charles Cooper helps you spot natural departmental allies and convince them to work together with you to make your content strategy projects successful. You'll also learn to spot naysayer and other problematic players and learn a few tricks to help you convert those who oppose the project and turn them into allies.

11:05 AM
B02 Lunch

Lunch

A hearty lunch to help you refuel for the rest of the day.

11:45 AM
CSA08 Fire Yourself Up! Make New Friends

Fire Yourself Up! Make New Friends

Will you be fortunate or unfortunate today? The choice is yours. Strategic interventionist coach, Andrew Lawless, will lead a short mind-setting exercise that helps you get the most from this conference. A surefire conversation starter for networking opportunities in the afternoon.

12:45 PM
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.

1:00 PM
CSA10 What Drives Your Strategy, Your Needs or Your Customers'?

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

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

1:30 PM
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 teaches you how to put customer journeys, personas, user scenarios, empathy exercises, and content mapping to work for you.

02:00 PM
B03 Mid-Afternoon Refreshments

Mid-Afternoon Refreshments

A 15-minute break — stretch, grab a drink and a snack, and rejuvenate. 

2:30 PM
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 leads a discussion with a panel of content design strategists on how to turn style guides into useful tools for design team collaboration. The panel will explore better practices for sharing style guides, discuss ways to integrate them into design systems with visual and interaction guidelines and help us think through how our efforts will be impacted by chatbots, artificial intelligence, and machine learning.

2:45 PM
CSA13 [Case Study] Content Early, Content Always: Designing with Words

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

Workday's Simone Ehrlich will share a new approach, a riff on content first, in which designers and product teams consider the user’s information needs throughout the design process. Attend this session to learn how designing with words can help you shape or improve your product or project.

3:30 PM
CSA13 Redefining the Role of an Information Architect

[Case Study] Redefining the Role of an Information Architect

Attend this case study presentation from Robin Boldt to discover 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.

4:00 PM
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

Content strategy defines the relationship between an organization and it’s customers. But not every organization is ready to admit how important content strategists really are. The power of content designers extends far beyond words. Attend this presentation with Danielle Kirkwood to learn how she discovered how her approach to content strategy killed her career as a content strategist. She'll share lessons learned and suggestions for moving content strategy forward in your organization.

04:30 PM
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.)

5:00 PM
B04 Networking Wine Reception

Networking Wine Reception

Join your fellow attendees, presenters, hosts, and sponsors for a networking wine reception.

5:30 PM

Wednesday, October 30, 2019

B05 Registration and Continental Breakfast

Registration and Continental Breakfast

Enjoy coffee and a light breakfast. 

7:30 AM
CSA15 Welcome Back to Content Strategy Applied

Welcome Back to Content Strategy Applied

Scott Abel kicks off day two of the conference and provides a quick overview of the days activities.

8:00 AM
CSA18 Making Change Happen: It's Science, Not Willpower

Making Change Happen: It's Science, Not Willpower

Attend this presentation featuring strategic interventionist coach, Andrew Lawless, and you’ll discover how forward-thinking leaders are leveraging a scientifically-proven team performance framework that produces results and unity. You’ll discover how to build a frictionless, high-performing collaborative team.

8:10 AM
CSA17 Content Effectiveness: Understand Whether Your Content Works

Content Effectiveness: Understand Whether Your Content Works

Colleen Jones provides a framework for understanding content effectiveness in six dimensions, tips for measuring it, and examples of applying insights from it to content strategy and more. 

8:40 AM
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 will show you how the team at MapR Data Technologies expanded a simple feedback system into an automated process, saving the writers and the manager time and much pain. 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. 

9:15 AM
CSA19 [Case Study] Meeting Customer Needs and Expectations Through Content

[Case Study] Meeting Customer Needs and Expectations Through Content

Pushpinder Lubana explores how PayPal measures the quality and effectiveness of content globally in a standardized, consistent, and repeatable way. You'll find out how the company developed content metrics — based on customer feedback — and how these quantitative measures of content quality have helped PayPal determine whether content is meeting its declared goals. 

9:40 AM
B07 Mid-Morning Refreshments

Mid-Morning Refreshments

A 15-minute break — stretch, grab a drink and a snack and rejuvenate. 

10:10 AM
CSA20 [Case Study] Creating a Modern Knowledge Center

[Case Study] Creating a Modern Knowledge Center

Blaine Kyllo will share 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.

10:25 AM
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. Attend this session, presented by Lindy Roux, to discover the exciting new arena of content experience.

10:45 AM
CSA21 Ethics for Information Professionals

Ethics for Information Professionals

Sarah A. Rice examines ethics (in the context of content strategy). She will pose questions of the audience and suggest 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.

11:05 AM
B08 Lunch

Lunch

A hearty lunch to help you refuel for the rest of the day.

11:30 AM
CSA22 Fire Up Your Brain, Open New Doors

Fire Up Your Brain, Open New Doors

Andrew Lawless helps us overcome the after-lunch slump. This mid-day an experience will help you eliminate your biggest stressors at work in just a few minutes – for life. You will be high-fiving a lot of new people at the end. We promise.

12:30 PM
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

Consumers don't search for information, they look for answers. Emerging technologies around conversational interfaces are driving changes to how we create, manage, and deliver the answers they seek. Rob Hanna explores 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. 

12:45 PM
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

In this case study presentation, Alexa K. Apallas will help you understand why writing clear, concise microcontent is so important. You'll learn how to use limited space to communicate clearly and enhance the customer experience.

01:15 PM
[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 will discuss why commercial real estate giant JLL determined that they needed content governance, the steps they took to establish it, and the role that content governance plays in the organization today. 

01:35 PM
CSA26 Good Content Strategy, No Matter Who Is Calling the Shots

Good Content Strategy, No Matter Who Is Calling the Shots

In this presentation, product content and design strategist, Tracy Ulin, will examine the challenges of executing content strategies and look for ways to avoid being 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.

1:55 PM
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 leads 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 will explore the past, present, and future of search, debunking some long-held myths, with an eye on where search is heading next. Panelists include Benu Aggarwal of MilestoneMichelle Robbins of Aimclear, LLC, and Punnyatowa Ghosh of VMWare.

02:15 PM
B09 Mid-Afternoon Refreshments

Mid-Afternoon Refreshments

A 15-minute break — stretch, grab a drink and a snack and rejuvenate. 

3:00 PM
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, will share essential tricks to defining a persona for your bot, voice, or visual assistant. You’ll gain insights into writing for conversation, and learn how to design a voice and visual that makes consumers feel understanding, respect, and even love for, your brand.

3:15 PM
CSA29 The Importance of Words in an Inclusive Workplace

The Importance of Words in an Inclusive Workplace

Val Swisher takes 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.

3:30 PM
CSA26 Finding the Content Unicorns

[Case Study] Finding the Content Unicorns

Jessica Pease explores 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. 

04:00 PM
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 or 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 argues that we need to keep in mind that our roles keep changing within it. 

04:20 PM
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 examine 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.

04:40 PM
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 will share 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.

05:00 pm