Content Strategy Conferences & Events 2017

Content Strategy Applied – London, England

Presentation: Customer Journey Mapping for Coherent Customer Experience on Any Channel – Feb 09 or 10

A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric, not brand- or channel-centric. Customer journey mapping enhances our understanding of users, potential experiences and brand interactions across multiple touch-points and channels.

Customer journey maps are a way to lay out the story of accomplishing a series of tasks from a user’s perspective. Instead of listing a series of tasks or sales lifecycle phases in an abstract way, or describing a static persona with no sense of time or place, CJMs seek to paint a detailed picture of the user’s experiences, content needs, and feelings along the way to accomplishing an objective. Although conceptually similar to a use case, process description, or a workflow diagram, CJMs are richer and more customer-centric. Across the stages of the journey, CJMs bring together content requirements with a matrix of potential channel details such as devices, staff interactions, and physical environments. This unifies a large amount of customer understanding into a consumable deliverable, allowing teams to build personalisation and omnichannel-ready content models and editorial plans. Because they help improve processes, refine content targeting, and enable contextual and personalised content, CJMs are becoming key elements in modern content projects.

Join our session to get a template, methodology, and business justification for customer journey mapping that you can use with your teams and even colleagues across silos. Start improving your content strategies the minute you get back to work.

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Workshop: Adaptive Content Modelling – Feb 9 or 10

One of today’s most daunting content delivery challenges is adapting your message for personalised, even context-specific distribution, on a diverse array of target devices and channels. This session will teach a proven methodology to analyse, enrich and structure your content to help authors create omnichannel, personalisation and automation-ready content. Content modelling is the backbone of an omnichannel content strategy. This session will show you how it’s done, and connect the dots between personalisation, semantic content, content reuse, responsive design, omnichannel and multichannel delivery and user experience.

Single-source, omnichannel content – also known as “Single source of truth” or “CODA (create once, deliver anywhere)” content – is no longer a pipe dream, it’s an imperative. Companies of all sizes, are looking for content that can be personalised and then delivered to the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies. All this should improve the experience of users, and of course, benefit the organisations that serve them. Adaptive content unifies all these concepts and makes such a paradigm possible.

This practical session will show you why you want and need to have adaptive content structures to optimise user experience today. Its hands-on introductory exercises will help you model your own content in a future-proof way.

Note: Laptops recommended. This session will include hands-on exercises.

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Content Strategy & Personalisation workshops – Lausanne, Switzerland 

Workshop 1: Customer journey mapping – March 8

Workshop 2: Adaptive Content Modelling – March 09 & 10

1, 2, or 3 days of hands-on workshops that will help you target content on any device in a scalable, measurable way. Workshops are available separately or for a great package price.

Join if you want to:

  • Plan, create, and manage personalisation content for delivery on an array of devices and channels
  • Implimente scalable collaboration systems, in and across teams
  • Improve your content strategies the minute you get back to work

Lausanne Customer Journey Mapping Workshop Venue

Workshop: Customer journey mapping – March 8, 2017

A customer journey map (CJM) tells the story of how a customer achieves an objective across multiple touch-points. It brings together various sources of knowledge about customers into one manageable framework to help enhance our understanding of our audiences, while feeding into future-proof content strategies and content models.

What will it will help do:

  • Build omnichannel customer journey maps
  • Create seamless, customer-focused and value-added content
  • Implement a new methodology for measuring content effectiveness
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Workshop: Adaptive Content Modelling – March 09 & 10, 2017

An adaptive content model is a series of related content designs that are built to allow personalisation and customisation of delivery to different audiences and device types automatically.  This practical session will show you how to create one, and why you want and need to have adaptive structures to optimise user experience across channels.

What will it will help do:

  • Adapt your message for personalised, even context-specific distribution, on a diverse array of target devices and channels.
  • Learn a proven methodology to analyse, enrich and structure your content to help authors create omnichannel, personalisation and automation-ready content.
  • Practice on hands-on introductory exercises to help you model your own content in a future-proof way
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Intelligent Content Conference (ICC) – Las Vegas, USA

Workshop: Customer Journey Mapping for Personalized Content Delivery – March 28

A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. Customer journey mapping enhances our understanding of users’ potential experiences and brand interactions across multiple touch-points and channels.

Customer journey maps are a way to lay out the ‘story of accomplishing a series of tasks’ from a user’s perspective. Instead of listing a series of tasks or sales lifecycle phases in an abstract way, or describing a static persona with no sense of time or place, CJMs seek to paint a detailed picture of the user’s experiences, content needs, and feelings along the way to accomplishing an objective.

Although conceptually similar to a use case, process description, or a workflow diagram, CJMs are richer and more customer-centric. Across the stages of the journey, CJMs bring together content requirements with a matrix of potential channel details such as devices, staff interactions, and physical environments. This unifies a large amount of customer understanding into a consumable deliverable, allowing teams to build personalisation and omnichannel-ready content models and editorial plans. Because they help improve processes, refine content targeting, and enable contextual and personalised content, CJMs are becoming key elements in modern content projects.

Join our session to get a template, methodology, and business justification for customer journey mapping that you can use with your teams and even colleagues across silos. Start improving your content strategies the minute you get back to work.

PLEASE NOTE: Attendees should bring a laptop or tablet for online work

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Presentation: How to Create Topical and Evergreen Content from the Same Content Assets – March 30

A core challenge of content marketing is being able to create topical content and evergreen content, at a high level of quality, and at scale. Using examples from Banking, Manufacturing and Pharmaceuticals, we’ll see how Intelligent Content bridge the divide between content that’s about the latest hot topics and content that’s useful and interesting to our audience over the longer term or even indefinitely.

  • Learn how organisations have rethought their content to allow assets to nurture leads with up-to-the-minute fresh content, while still making those same assets deliver longer term ROI
  • Learn to break out of the struggling of justifying creating content that goes through a short commission-publish-forget cycle
  • Get practical tips for getting started today
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