Content Development for the Real World
- Kristina Halvorson
- Ann Handley
- Thu., Jul. 22, 2010, 12pm ET (9am PT)
- 90 minutes
Developing content can cause some of the biggest pain points for our organizations and projects—late content, bad content, inconsistent off-brand content all cause a negative impact on your marketing programs. And here's the cold, hard truth: No matter which channels you pick for content marketing—SEO, social communities, your website—if your content sucks, you've wasted your money on everything else.
When you use best practices for content development, 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 development and marketing takes 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! In this session, we'll discuss best practices for developing high-quality, content, consistent with your brand that can be used to nurture your prospects through the sales process. Additionally, you'll discover several ways you can start taking advantage of content tools and processes right now to see immediate, measurable results. You'll leave the seminar knowing how to create better, more manageable content your audiences will actually care about and that will bring them closer to your business.
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. And she delivered the keynote address at the first-ever Content Strategy Summit in Paris, France, April 2010.
Who Should Attend?
Who should attend: Anyone charged with developing content to help market their organization’s products and services or marketers looking to develop an effective content strategy.
This is the sixth seminar in the 2nd Annual Social Media Summer Series—eight seminars focused on adding Social Media to your marketing mix. Pro members have access to the entire series!
What Will You Learn?
- Why content keeps us up at night
- What audiences expect from your content, no matter where they find it
- Best practices to create high-quality content relevant to your audiences needs
- Five ways to fix your content, starting now
- How to sell content development best practices to management and clients
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