Webinar: AI Chatbots: Just another channel?

Wednesday October 11th, 2017 – 7PM CEST

AI and Chatbots are the buzziest of buzzwords right now, but passing fads they are not! The question on many enterprises’ collective lips is not whether AI and conversational user interfaces (the umbrella term for text- and voice-based systems to connect to applications and content) will take on a significant role in the future of content delivery, but how they can be first to deliver great experiences. This rush of enthusiasm and investment, however, leads a lot of organizations to leap in with little attention to how their fledgling efforts will scale or integrate with the rest of their content ecosystem.

This session looks at some of the challenges and makes some initial recommendations on how chatbots can be integrated into an existing multi or omnichannel content strategy. Specifically, it looks at how and when structured content helps, and what gaps it still may have.

Simply having “structured content” is not enough, because not all structured content is equal. Just as mobile devices and structured content asked us to up our game, chatbots and AI promise enormous benefits and savings but come with new challenges and responsibilities. We must change how we write, not only how we structure how we write.

Join this session to get an introduction and roadmap to advancing your initiative and making sure that your content will be future-friendly in a world where we must collaborate effectively with our new robot colleagues.

Hosted by Stefan Gentz, Adobe.


Webinar: Integrated experiences – A win-win-win for marketers, technical communicators and content consumers

Wednesday October 18th, 2017 – 7PM CEST

Based on real client issues and market-leading solutions, this webinar looks at how marketing and technical communicators can work together to deliver great experiences to a wide range of audiences.

By looking at a range of lessons learned from the field, we can bring to light the concrete potential benefits of marcomm and techcomm unification. See how companies have used (or have failed to use) the digital savvy and analytics of marketing teams with their technical communicator’s rigour and understanding of structure. Together, they can effectively and more broadly leverage reuse and multi-channel publishing.

Hosted by Stefan Gentz, Adobe.


On demand

Webinar: Customer Journey Mapping for Omnichannel Content

Thursday June 22nd, 2017 – 7PM ET

After over 15 years working on multichannel-friendly, personalization-friendly, and future-friendly content, Noz Urbina has latched firmly on to customer journey maps (CJMs) as today’s most vital content technique.

A customer journey map goes beyond static personas and helps diverse content stakeholders to design content plans and models that deliver the right type and level of content to the right user when and where they need it. CJMs bring together large amounts of user information and map it out to support improved content structures, content types, and editorial plans that work across channels and siloed touchpoints.

Join Scott Abel, The Content Wrangler, and Noz Urbina, global content strategist, for this free, one-hour webinar. Attendees will learn how to more effectively communicate with agencies, partners, subject matter experts, and other content creators; how to collaborate across teams on personalization-ready content; how to build future-friendly content models and content plans; and how to get more leverage out of your content assets over time and across devices.

Presented by Scott Abel.

*To view the recording you’ll need to register or log in.
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Webinar: Harnessing the Value of Content

Tuesday October 18th, 2016 – 7PM ET

Forward-thinking businesses are taking concrete steps to break down departmental silos that impede the creation, management, and flow of high-value content across their enterprise. These businesses understand that while, for most, these critical information assets have no real book value, they have a very high intrinsic value to their organization that must be nurtured and grown. These businesses realize that to bring down the barriers, they need a coordinated effort to manage the required skills, processes, technology, and infrastructure to support the organization and bring better experiences to end customers.

On October 18, join Scott Abel, The Content Wrangler, for this free, one-hour panel discussion and Q&A. Scott will host John Mancini, Chief Evangelist and Past-President of the Association for Information and Image Management (AIIM), Rob Hanna, President of Precision Content, and Noz Urbina, Founder of Urbina Consulting. Insight from this panel of experts will help you kick-start a dialog for bringing together the different parts of your organization that are responsible for various aspects of content marketing, content creation, and information management. The objective is to give you several key talking points to help your organization make the move towards further harnessing the value of content within your enterprise.

Presented by Scott Abel, Noz Urbina, John Mancini and Rob Hanna.

*To view the recording you’ll need to register or log in.
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Webinar: Thought Leader Thursday Featuring: Noz Urbina

Thursday June 30th – 7PM to 8PM CEST

”The Content Era’s “Thought Leader Thursday” hosted by Founder and CEO, Tom Aldous, brings up intriguing, concepts with industry’s top Thought Leaders to keep you questioning the assumptions. Tune in Thursdays at 1PM EST as Tom picks the brains of some of the brightest minds we’ve come across.

Noz will talk to Tom about how optimizing interactions across multiple channels means re-thinking customer interactions. Rather than separately mapping journeys according to the corporate silos – interactions under the umbrella of social media team, web team, events team, print team, and so on – marketers must view the journey from the customer’s perspective first, regardless of touchpoint. Then we must plan out how we’re going to work together as a brand to adapt content for individuals and personas at each touchpoint along the way. It may seem more complex, but it’s nothing more than a plan to deliver what today’s consumer expects: relevant content, when and how they want it.

Noz will provide, a methodology for planning multi-channel customer journeys, an understanding of how multi-channel journey-mapping enables adaptive content and personalized experiences and a start template for you to adapt to your business situation during this session.”

Sponsored and Produced by The Content Era

Webinar: Content modeling 101 webinar led by Noz Urbina

Sign up to attend this one-time-only hands-on introduction to 4D customer journey mapping and content modeling 101 webinar and get a sneak peek of two of the select speakers at Intelligent Content Conference (ICC) 2016. Hosted by Cruce Saunders, founder of [A], and taught by Noz Urbina Content Strategist, author of “Content Strategy: Connecting the dots between business, brand, and benefits” and founder of Urbina Consulting, this course presents a deep dive look at the tools to drive intelligent content in 2016.

  • Customers are pushing brands consistently and globally with the same demand: deliver content that is personalised relevant for the moment, situation, and need.
  • Learn how Adaptive content modeling is used to establish content creation standards supporting user’s context, journey stage and personal history.
  • This course has received stellar feedback from attendees all over Europe and the US from a wide variety of discipline and industries. Available for the first time online, it’s an opportunity not to miss
  • Copies of each of our thought leaders’ eBooks included. (see below for more details).

Course Includes:

    • Core concepts from a brand, user and practioner’s point of view.
    • Content modeling foundations
    • Content types
    • Mapping types to journey
    • Introductory exercises

Sponsored and Produced by Simple[A]

Metadata Part 1: Getting to Grips with THE Most Important Aspect of Modern Content Sponsored

Metadata and Metadata Standards: We’ve all heard they are vital to content being found, managed, analysed, efficiently consumed, and efficiently and cost-effectively translated. But which metadata? Where? How much do you need? What difference does it make to end users vs. authors?
There’s enormous talk around metadata, but because of the massive number of ways that metadata can and must be applied in modern content lifecycles, practitioners in the field are often overwhelmed by options. Worse still, many evaluate, purchase and migrate to new systems without properly exploring their long-term potential metadata needs and options. The result can be poor tool choices, missed opportunities for improved customer experience, and hard-to-use, under-performing systems. The more you know about metadata, the better.

Organised by: Comtech Services, Inc., CIDM, and Bluestream Software.

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Metadata Part 2: Metadata and the Future of Content

Metadata is your key to the Internet of Things, augmented reality, wearable devices, in-context embedded help, dynamic delivery and personalisation, avoiding conditional tagging overload, and a laundry list of additional channels and formats. For some, such potential is in the far-off distance. For others, they’re a present-day challenge.

In this session, we’ll continue from where we left off in Part 1 and look at some of the newer and more exotic metadata standards that modern technical communicators can leverage for the next 2, 5 and 20 years. Far too often, organizations discover their metadata strategy lacking when it’s far too late.
Organised by: Comtech Services, Inc., CIDM, and Bluestream Software.

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When Conditional Content Goes Wild: Why Conditional Content Profiling (Alone) is Not a Solution to Modern Content Issues

Don’t know what conditional content is? Over-using it already? Considering using it in future (in DITA or not)? Need to explain to management why they are ruining your career? Then this session is for you!

Conditional profiling or just “using conditions” exists to address a very valid business need: the ability to specify small fragments of content as being specific to given target scenarios, products, platforms or other audience subsets. It tends however to raise as many questions as it answers: Is it the best tool for the job? Can we do contextually-specific content without conditional content? In highly reuse-friendly standards (e.g. DITA) can you still go overboard? If you do use, when is it a good option vs. not?

The session will address these questions in a clear and visual way, helping you understand how conditions go wrong and what to do when that happens.

Conditions have a dangerous quality of starting out very simple and intuitive and sooner or later becoming truly nightmarish. Many content-rich environments are either manually copy-and-pasting between various deliverables, or they are drowning in conditions already, while management batters them for more specific and tailored outputs. This session is led by international content strategist and structure specialist Noz Urbina of Urbina Consulting and it will provide you:

  • a way to clarify conditional overload to yourself and to others (especially managers!)
  • the positives and negatives to using conditions at all
  • best practices around deciding “how much is too much?”
  • a look at techniques to simplify their use.

This webinar was hosted by  DCL.

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Storming the Castle: How to Reach Those Who Control the Power and Purse Strings


Fantastic presentation, potentially VERY useful; thanks for presenting a conceptual treatment of a broader topic… one that is crucial and which also bears (albeit indirectly) on the purchase of tools

It seems sometimes like management engagement with your content strategy is like a great mystical prize sealed up in the highest tower of a maze-like castle; and there’s a huge moat; and the whole thing is on top of a mountain…

To actually reach it is a challenge that will in itself take a strategy, special tools (and weapons?), and a great mountain-climbing, maze-solving team.

Noz Urbina shares some of his experience on how we can get closer to our content strategy objectives by not falling at the first barrier: getting the necessary support to develop and implement it. Based on a career selling content strategies into a diverse range of organizations – from a few hundred staff to tens-of-thousands – some of his tips will involve judicious use of common sense, and others will be potentially surprising. Learn how you can storm that castle, and claim your prize.

One of the best, most valuable presentations I’ve seen.

This webinar was hosted by MadCap.

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More Feedback on “Storming the Castle”

  • “Thank you for an informative webinar!  I was able to get some valuable insight when you talked about ‘aligning yourself or your brand with your target company’s way of operating as opposed to [just] telling them how you’re going to save them money.’  That one really stuck with me.”
  • “This broader view of service to your clientele and potential clientele creates a very good image for Madcap as something more than simply a Tools Hawker, but a thought leader and influencer in the space of content creation and management.  * Applause *”
  • “Really, this presentation was awesome. Very professional, informative, relevant, and extremely well executed.”

Not just another webinar about silos in business


Really interesting! It showed me a different side of what I do professionally. It’s still communication, but from a different perspective.

Silos are the number one challenge facing communications teams and one of the greatest barriers to optimising user experiences. As much as they’re discussed, there is still a lot to learn about the nature of silos in business, and how they can actually be addressed in this ever-changing industry. This session is designed to be valuable for communicators from various backgrounds and specialisms and draws from various real project experiences. In it, content strategist, author, and professional silo breaker Noz Urbina will look at the many ways siloed business practices impede us.

There are more silos than just departments, and there are more solutions besides compelling ROI stories or getting managers to enforce collaboration from above. We’ll explore how, ironically, silos are actually becoming more of a business problem as communication technologies proliferate. We will discuss how information standards help and what complications they create. And finally, we’ll look at ways to get our cousins in other silos on board with our initiatives and what do we might have to do in return.

Session hosted by Soap.

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The Freedom to Grow: How Standards in Communication Facilitate Our Industry

Standards – either in the XML sense or simply communication best practices – help grow, accelerate and “professionalize” an industry. Where would construction be without material standards for width and strengths, or certification for specific skills? How could we have transportation without standards for traffic and processes? Standards are what help ad-hoc processes become enterprise-class, and allow them to scale beyond our expectations.

Technical communication is in an era of rapid, disruptive and revolutionary change. The true nature of the challenge is understood by a few, and pros and cons of potential solutions by even fewer. The future therefore will require that we work together to exchange knowledge as best we can to help each other hit the many moving targets. We must do this because our old techniques and processes just can’t keep up, and no organization has the time or funds to reinvent every solution on their own.

In “The Freedom to Grow,” Noz Urbina will explain how standards can help an organization with little funds tackle larger challenges, and larger organizations implement profound change with reduced risk. The alternative is potentially getting left behind as the industry and community rush forward. This session was originally presented as the keynote address at the 2013 soap! conference (strategy oppurtunities advancement professionalism) in Krakow, Poland, October 3, 2013.

Session hosted by DCL.

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