Past webinars

Headless CMS in Action: Understanding What it is, and How it Can be Used in Your Organization

June 18, 2021 – 11.00 AM ET / 5.00 PM CET

EK’s Technology Solutions Practice Lead, Rebecca Wyatt, will facilitate a discussion between a panel of global experts with a wide variety of experiences implementing headless content management systems. The panel will focus on defining headless CMS, discussing its various uses, and framing its business value.

The panel will discuss practical applications of headless CMSs for product documentation, knowledge management, marketing, and learning & development. The discussion will explore the common use cases and business outcomes that headless CMS can bring to these varying initiatives, offering practical advice on how to get started within your organization.

Panelist Bios

Rebecca Wyatt (Host)
Rebecca has spent her career at the intersection of Learning, Knowledge Management, and Information technology. With over twenty years of experience across the public, private, and non-profit sectors, Rebecca is an expert in project management and design, development, and implementation of Knowledge Management and Learning and Development (L&D) systems and educational content. She is particularly excited about the ways in which decoupled and headless content management have the potential to be transformative for the ways in which organizations grow and nurture the talents of their most important assets – their employees.

John Collins
John Collins is a senior content architect on the Content Platform team at Atlassian. Long ago, John was an award-winning community journalist, but he made the move to the software industry more than a decade ago and has extensive experience with content strategy, technical writing, UX writing, and localization. He has spoken internationally, but John is still learning and exploring content, design, and how best to get users the content they need.

Preston So
Preston So is a product architect and strategist, digital experience futurist, innovation lead, developer advocate, three-time SXSW speaker, and author of Voice Content and Usability (A Book Apart, 2021), Gatsby: The Definitive Guide (O’Reilly, 2021), and Decoupled Drupal in Practice (Apress, 2018). He has been a programmer since 1999, a web developer and designer since 2001, a creative professional since 2004, a CMS architect since 2007, and a voice designer since 2016.

A product leader at Oracle, Preston has led product, design, engineering, and innovation teams since 2015 at Acquia, Time Inc., and Gatsby. Preston is an editor at A List Apart, a columnist at CMSWire, and a contributor to Smashing Magazine and has delivered keynotes around the world in three languages. Preston is based in New York City, where he can often be found immersing himself in languages that are endangered or underserved.

Noz Urbina
Noz Urbina is one of the few industry professionals who has been working in what we now call “multichannel” and “omnichannel” content design and strategy for over two decades. In that time, he has become a globally recognized leader in the field of content and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalized, contextually-relevant content experiences in any environment. Noz is co-founder and Program Director of the OmnichannelX Conference and Podcast. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Master’s Program in Content Strategy at the University of Applied Sciences of Graz, Austria.

Noz’s company, Urbina Consulting, works with the world’s largest organizations and most complex content challenges, but his mission is to help all brands be able to have relationships with people, the way that people have with each other. Past clients have included Microsoft, Eli Lilly Pharmaceuticals, Mastercard, Barclays Bank, Abbott Laboratories,, and hundreds more.

Mapping content measurements to business metrics for more strategic insights

March 11, 2021 – 11.00 AM ET / 5.00 PM CET

About this webinar

This session looks at the common mistakes that content teams make when developing their content measurement strategy and how to fix them. Attend and learn to position content in a way that resonates with the organisation that funded it, and the users who consume it, by focusing measurements on customer journeys and top user tasks.

Looking back on two decades of digital project experience, Noz Urbina has become a little obsessed with measurement. Despite having more raw data than ever on content and user experience, content teams still measure their output with metrics like simple hits, likes, clicks, and shares. Instead, we should be measuring whether it fulfilled its reason for being. 

We will walk through examples where clients changed their measurement mindset and achieved 10s and 100s of percent improvement on their key content metrics.

This webinar is organised in partnership with OmnichannelX, the conference for those with a passion for content, communication and UX who want to deliver excellent experiences and relevant content – anytime, anywhere. GatherContent are a proud sponsor of the conference again this year.

What will I learn?

Join this webinar and you’ll learn about the following:

  • the common pitfalls in the content measurement landscape
  • how to change the internal discussion around content to focus on what managers and users care about
  • how other organisations were able to make high-impact changes and redesign content to work better on all channels
This webinar is brought to you by GatherContent. 

Mapping content measurements to business metrics for more strategic insights

March 24, 2021 – 12.30 PM and broadcasted again at 4.30 PM CET

In this webinar Noz Urbina will address the following key questions:

  • The common pitfalls of measuring content
  • How to change the internal discussion about content and focus on what managers and users find important
  • How other organizations were able to make significant changes by redesigning their content to deliver results across all channels.

This webinar is brought to you by Crossphase. 

Marketing in an Omnichannel World | Featuring Noz Urbina

March 5, 2021

Noz Urbina had the opportunity to share his insights on Marketing in the Raw Podcast with Adam Helweh! In the interview, they discussed key elements that make or break omnichannel marketing success. 

This webinar is brought to you by Secret Sushi. 


The New Era of Content Marketing: Predicting, Planning & Prepping for 2021

February 19, 2021 – 10.30 PM EDT / 4.30 PM CET

Expert panel followed by Q&A session

Noz Urbina will be one of the 5 panelists giving his insights and recommendations during the Q&A.

This webinar is brought to you by Designhill. 


Webinar: [Case Study] The Role of Information Architecture in Adaptive Content Strategy

February 16, 2021 – 6 PM GMT / 7 PM CET

About this webinar

The authors at Eli Lilly’s Global Medical Information team have transformed from traditional authoring to authoring adaptive components of content. The transformation was approached in a pragmatic way starting from changing writing behaviors, streamlining processes, and implementing a new component authoring technology.

Join us for a case study presentation by Cecil Lee, Content Strategy Advisor at Eli Lilly and Company. You’ll learn how the Global Medical Information team worked together to overcome challenges in transformation. You’ll also discover how the team’s focus on information architecture helped ensure the changes they introduced served the needs of the users, while also providing a positive return on investment to the organization.

Hosts: Noz Urbina and Scott Abel

This presentation includes:

  • A success story of implementing adaptive content creation with an organization and across organizations inside an enterprise
  • The role of information architecture in delivering adaptive content which achieved significant results in usability and reusability of content across geographies, channels, and organizations
  •  Strategies for communicating the value of an intelligent content project to others in your organization

Cecil Lee joined Eli Lilly Medical Information to manage a global team of medical authors in the diabetes business unit and to implement several global technologies on customer relationships and content management. Previously, Cecil’s work focused on driving innovation by implementing an adaptive content strategy across products, channels, and geographies at Lilly Medical. This effort kickstarted an enterprise content management movement that expanded to other disciplines, including the clinical and marketing organizations. He is currently leading the Content Intelligence strategy for the marketing organization at Lilly.

This webinar is brought to you by Precision Content. Presented by Cecil Lee.


Webinar Wednesday: Why Bother To Map The Customer Journey

Dec 03, 2020 – 5.30 PM CET

About this webinar

Customer Journey Maps (CJMs) are recognized across industries as key components to improving customer experience or the content that supports it. Why?

Especially in times of crisis, understanding the priorities and pain points of your audience is essential. Maybe you want to be more customer-centric; to increase relevance or personalize content; to cut out content that’s not driving improvements to customer experience, or to simply optimize your processes and team interactions.

Ok, great. But what do you actually change? What do you focus on this week, month, or year? CJMs help align strategy to zero in on what will deliver the greatest ROI in your unique brand situation.

Join us for the next episode of Coffee & Content with omnichannel content strategist, Noz Urbina. We’ll tease out how to best build content strategies and experiences. Attend this session to learn the benefits and the key concepts to making your CJMs better than the rest.

Hosted by Scott Able via BrightTALK.

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Webinar Wednesday: Content reuse and omnichannel personalisation

May 27, 2020 – 12.30 PM CET

On May 27, Noz Urbina explain how to write and structure content so that it’s omnichannel and reuse-ready. Make sure you’re there!

What will I learn?

This webinar covers the following core questions:

  • How do you actually write and structure content so that it’s omnichannel and reuse-ready?
  • What does an omnichannel toolset look like?
  • Can I create omnichannel, personalisation-ready content on a budget or start small, or is it just for major enterprises roll-outs?

Hosted by Crossphase.

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The Rise of Content Design and UX Writing: Where does Content Strategy fit in?

May 26, 2020 – 11AM EST/5PM CET

Scott Abel from The Content Wrangler will chat with globally recognized content strategist, Noz Urbina, about the roles, relationships, and differences, of content designers, UX writers, and content strategists. Noz will discuss ways we can improve our work by learning from others in related disciplines and by working to operationalize content production.

Free and hosted by The Content Wrangler.

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Webinar: Content reuse and omnichannel personalisation: why your initiatives fail

April 30, 2020 – 3PM GMT/4PM CET

With content, the devil is often in the details. In this webinar, Noz Urbina goes deep into the issues that teams and projects face in the transition from hand-crafted, single-channel content deliverables to creating reusable, omnichannel content assets. To use the language of his last GatherContent webinar – when going from clay pots to reusable building blocks. The most common issues in making this kind of transition are: designing effective content standards that govern the very small pieces to whole deliverables, implementing a feasible strategy to tag and categorise content, and communicating the why and how of standards changes between different types of stakeholders.

This webinar is self-contained, but to get the most possible benefit from it, we recommend you watch Noz’s recent presentation on content design and modelling.

What will I learn?

This webinar will cover the following core questions:

    • How do you actually write and structure content so that it’s omnichannel and reuse-ready?
    • Where can you anticipate challenges in the transition from siloed channels to omnichannel integration?
    • How can you choose the right level of tagging for a small-business, department, or project vs an enterprise-wide approach?

Hosted by GatherContent.

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Webinar: Content design and modelling: unifying design, governance, and systems for omnichannel

March 19, 2020

Our principal goal as content and design professionals is to enable people to make better decisions: what steps to take next in a process or task, what to buy, or even how to best entertain themselves for a little while. This session introduces a proven, scalable analysis and design methodology that brings together various stakeholder types around diverse, multi-touch-point customer journeys. We will touch on various aspects of design but will focus on designing content for diverse and dynamic needs.

As digital experiences become ubiquitous, more complex interactions between people and technology proliferate in every aspect of our lives. We are enabled by good design and content, and confused, frustrated – even endangered – when content isn’t relevant and design isn’t appropriate for our needs.

What will I learn?

This webinar recording covers the following core questions:

  • What is structured content and content design, and how do they facilitate user needs for relevance and seamless omnichannel?
  • What is a domain map? How do you create one and how does it help integrate your stakeholder and community knowledge for better user experience?
  • Where does customer journey mapping fit into omnichannel content design?
  • How can you document and share complex content designs and models with multiple stakeholders?

Hosted by GatherContent.

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Webinar: The 5 Ws of Adaptive Content: Making Content Contextually Appropriate on Any Channel

adaptive content modelling mindmap
This original artwork is for use under a creative commons license. Please attribute responsibly! (Yes, I’m lookin’ at you Neil Patel! 😉 )

August 29, 2018 – 12PM CST/76PM BST

Content is the cornerstone of modern business because it represents our brand when we’re not there, it serves as the collective memory of our expert staff and research, and it extends our reach across the globe, allowing brands to connect with customers in a more meaningful way. However, the proliferation of new channels, paired with constantly rising expectations of convenience, speed, and personalization on every touch-point is taxing even the largest budgets and enterprises in the world.

The answer is a new approach to how we plan, create, manage, govern, and deliver our content. We need to evolve beyond traditional campaign- or channel-based deliverables to adaptive, omnichannel content built around moving customers forward along their journeys. In this live webinar, brought to you by OpenText Hightail and the American Marketing Association, Noz Urbina will walk you through the who, what, when, where, and why of getting started with intelligent, adaptive content

Attend this event if you want to learn the who, what, when, where, and why of getting started with intelligent, adaptive content. 

Hosted by the American Marketing Association.

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Webinar: How to Use Journey Mapping to Yield Fresh & Creative Ideas

May 30, 2018

Marketing creativity and concepting begins with a solid understanding of the customer. But where should teams start to build that knowledge? Kickoff creativity by walking a mile in the user’s shoes. Experience mapping, aka journey mapping, highlights empathy that gets to the heart of your audiences’ wants and needs. Its roots are in service and product design, but when you apply the principles to marketing, it shines as an extremely fruitful base for team-based creative work.

Not all journey mapping approaches are equal, however. Join Noz Urbina, a globally recognized innovator in adaptive content strategies for omnichannel and personalization, as he walks through a content-specific mapping process that helps bring teams together to generate more, and better, ideas.

In this webinar, sponsored by OpenText Hightail, Noz shared:

  • Why journey mapping is important to getting the most creativity out of your team
  • Best practices for omnichannel experience mapping
  • The critical steps marketing teams should take to make results actionable, measurable and scalable
  • And more

Hosted by the American Marketing Association.

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Webinar: Introduction to Adaptive Content: The Omnichannel Personalized Content Strategy You Need To Implement

As channels proliferate, the challenge of building a cohesive, consistent, and evolving conversation – the kind that builds strong relationships with consumers and users – gets much harder.

Adaptive content is a content strategy technique designed to support meaningful, personalized interactions across all channels. It is content that is conceived, planned and developed around the customers: their context, their mood, their goals. This definition isn’t device- (or even technology-) specific. It’s a new and strategic and structured way of designing content that vastly increases return on investment, longevity of evergreen assets, and prepares teams for the balancing act of maintaining quality while delivering contextual, data-driven messages across all customer touch-points.

Join us to see examples and get your to-do list for looking great, no matter how many plates your team has spinning.

Key Takeaways:

  • Get the ins and outs of adaptive content
  • Learn how to design content that increases return on investment
  • How to prepare your teams on balancing quality while delivering data driven messages

Hosted by the American Marketing Association.

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Webinar: AI Chatbots: Just another channel?

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.

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

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.

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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.
  • 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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