Content Strategy for the Real World

Kristina Halvorson (Brain Traffic)
Social Media Marketing
Location: 2002 Level:
Average rating: ****.
(4.24, 17 ratings)

The web industry is abuzz with The Next Big Thing… content strategy! Why? Because content causes some of the biggest pain points for our organizations and projects. Late content. Bad content. Inconsistent, off-brand content. And here’s the cold, hard truth: No matter which channels you pick for content deliver—SEO, social communities, your website—if your content sucks, you’ve wasted your money on everything else.

When you practice content strategy, you’re making a smart plan for creating, delivering, and taking care of your content, no matter what it is and where it goes. Sounds great, right? It is. But here’s the problem. Content strategy and its successful execution take time, money, and people. And because it’s pretty new to most of us, it might be a while before the people with the pocketbooks are willing to pay for it.

Good news! There are several ways you can start taking advantage of content strategy’s core tools and processes right now, without worrying about the whole kit and caboodle. When you do, you’ll see immediate, measurable results: better, more manageable content your audiences will actually care about.

In this session, you’ll learn:

- Why content keeps us up at night
- What audiences expect from your content, no matter where they find it
- Five ways to fix your content, starting now
- How to sell content strategy to management and clients

Photo of Kristina Halvorson

Kristina Halvorson

Brain Traffic

Kristina Halvorson is the founder and president of Brain Traffic, a nationally-renowned agency specializing in content strategy and writing for websites.

Widely recognized as one of the country’s leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She is the author of Content Strategy for the Web (New Riders, August 2009), the first book to be published defining content strategy and its value.

In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She has appeared as a featured speaker at Web 2.0 Expo, IA Summit, Future of Web Apps, Future of Web Design, An Event Apart, Voices That Matter, Online Marketing Summit, SXSW Interactive, j. boye, and Do It with Drupal. She will be delivering the keynote address at the first-ever Content Strategy Summit in Paris, France, April 2010.

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Bill Rasmussen
05/06/2010 8:22am PDT

Excellent presentation … ties right in with the approach I’ve taken since joining my current employer. We’re building a content plan … restructuring the content team and workflow … reaching out to customers to find out what they are looking for so we can tailor what we’re providing to their needs … all product information focused.

Keep up the great work!


Picture of Marianne Schwerdtfeger
Marianne Schwerdtfeger
05/06/2010 8:07am PDT

great speaker, great content, lots of food for thought!

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