Wednesday, April 25, 2018
8:30 - 12:00
This session will take you from narrative to chunks—without losing the story. If you come from an editorial background, content “structure” doesn’t mean the same thing it does to a technical person. But your editorial understanding of narrative structure gives you a solid framework to craft a technical content structure that can make your work even more effective.
This session will give you a new lens on your content and walk you through the steps to structure your content into an architecture for a more effective customer experience and simplified content management experience.
Attending this workshop will help you:
• Understand the framework where your customer lives.
• Figure out the building blocks of your content’s structure.
• Learn how to design and communicate a content architecture/model.
• Understand how to incorporate structure into content creation.
• Identify resources that help you find and get the technology you need.
Who should attend: People who come from an editorial, marketing, or general content strategy or management background, but who are newer to the technical side of things, or who don’t feel confident in their content-structure-specific technical understanding. This workshop is technology-agnostic, and will talk about the kinds of questions you need to ask of technology instead of prescribing a particular solution.
Laura CreekmorePresident, Creek Content
12:00 - 1:30
1:30 - 5:00
Creating content collaboratively with stakeholders, editors, designers, and writers adds complexities to the production process the average word processor just wasn't designed to handle. For many organizations, a lack of workflows that support multiple authors with varied backgrounds and skill levels is one of the biggest obstacles to good content. Luckily, there’s a whole world of apps, tools, tricks, and best practices available to help.
In this workshop, you’ll learn a simple and memorable framework to help you choose the right tools and get the writing done. Anyone on a team that has to write web, business, or informational copy on a regular basis can benefit from this workshop.
A few things we’ll cover:
- Time-saving resources for overworked content production teams
- Tools for generating ideas together and organizing the results
- Apps and techniques for collaborating on drafts without losing your work—or your sanity
Scott KubieSenior Content Strategist, Brain Traffic
5:00 - 7:00
Join us for a mid-conference celebration at Blend Interactive. There will be light hors d'oeuvres, drinks, and great conversation with fellow attendees and speakers.
Thursday, April 26, 2018
8:30 - 12:00
Your website's not just designed for your audiences: it's designed for everyone. Which means it needs to be accessible to everyone.
Often, accessibility falls into the hands of back- and front-end developers. But just as important is the ongoing maintenance of content within your CMS - the headings and images and alt tags and simple verbiage used to communicate your brand's message: a message that deserves to be seen and heard by everyone.
In this workshop, we will dive into what we can do as editors to help fuel more accessible websites, separating the code from the content and making clear the responsibilities we all have in making sure the web is a better place for everyone. We will cover things like:
- Best practices for content accessibility - headings, images, links, and more
- Creating an editorial workflow that helps facilitate accessible content
- Understanding the place of plain language and writing for those with low literacy or English as a second language
- Common testing tools and methods for keeping things real
- Navigating the grey areas of accessibility law to provide the best possible user experience
Corey VilhauerUser Experience Architect, Blend Interactive
12:00 - 1:30
1:30 - 5:00
Everyone’s heard “you get what you measure” at one point or another, but the vast majority of us are still focusing on metrics as a speedometer - a way to find out how fast you’re going, or more accurately how many you’re getting, how long they’re staying, and what thing is the most popular. While that info is important, there’s also a chance to use data and analytics the way you use Google Maps - a way to build context about where you are, how to get where you want to be, and what there is to do in your current location.
By starting with an understanding of your customer, and how you fit into their life, you can not only develop a better understanding of what metrics matter to you, but also how they can shape your understanding of who you’re speaking to, what they want, and how you can develop better content for them. This workshop will focus on customer journeys, using data to develop consumer insights, and using insights to develop quality, effective content.
Jon CrowleyStrategy Director, Cossette