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Additional Gilbane Conference workshops posted

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We’ll be posting the complete program for this years’ Gilbane Conference over the next 2-3 weeks on the main conference website. The afternoon workshops are below.

Workshop D. Adaptive Content Modeling for Omnichannel UX

Speaker: Noz Urbina, Consultant and Founder, Urbina Consulting

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

Your users need you to come to this session, even if they don’t know it. Multi-channel, or “COPE (create once, publish everywhere)”, content is a bit of a holy grail. Our trade is discussing content being freed from 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 benefit the organizations that serve them. Adaptive content is content that is nimble enough to realize all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modeling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through a non-terrifying introduction to getting started with modeling your own content in a future-proof way. Learning objectives:

  1. The knowledge that their content is already more structured than they realize.
  2. A solid sense of what semantic, structured content actually is and its relationship to adaptive content, multichannel, and UX.

This workshop is designed for either intermediate or expert attendees. Bring your laptop and go home with samples and templates.

Workshop E. CMS Implementations: The View from the Implementor’s Side

Speaker: Deane Barker, Director of Business Development, Blend Interactive

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

Ever wanted to know how CMS integration shops approach projects, and how you can better work with them or use their techniques in your own organization? In this workshop, Deane Barker will explain the ins and outs of CMS project work from the perspective of a veteran integrator, with the goal of helping you understand how best to find an integrator, work with your chosen integrator, or manage your project and team. Learn about how integrators:

  • Evaluate RFPs
  • Develop proposals
  • Scope projects
  • Schedule work
  • Manage client expectations
  • Plan implementations
  • Select software
  • Execute and manage development
  • Support existing implementations

Workshop F. What’s it Worth? Assessing the ROI of your Content

Speaker: Lindy Roux, VP, Content Marketing and Strategy, Rauxa

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

No matter how well researched and deliberate your content strategy is, the proof lies in the pudding and the most successful content professionals continually evaluate the effectiveness of their content and adapt their strategies to improve the return. Too often, content is evaluated or audited only when a major digital shift is in play (a move to a new CMS, a new marketing automation tool, a new campaign launch.) In order to be truly successful, that evaluation should be ongoing, providing the opportunity to learn from past content marketing successes and failures. Lindy Roux will demonstrate an approach to content evaluation across multiple channels, based on qualitative and quantitative assessments, which has been used to help organizations understand the true ROI of a piece of content. The session will end with a practical exercise in content evaluation where participants will try their hand at developing assessment criteria and then applying these to real content. Participants in the session will learn:

  • How to establish content goals that are measurable and realistic
  • A way to evaluate content against these goals
  • How to establish a regular review workflow and process
  • An approach to optimization across all channels
  • The appropriate team structure for ongoing content performance
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Multichannel content management

Meg Walsh at Gilbane 2013In Marketing technology landscape explosion and CMS evolution we looked at two of the major themes of December’s Gilbane Conference. The third major theme that we asked speakers to respond to in our spotlight series was the challenge of multichannel delivery:

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

The best overall strategy and the biggest challenge are the same: creating and managing content that can be optimized for each channel and device including those not anticipated. In short, true Multichannel Content Management, or MCM if we can deal with yet another acronym (Yaa!). Of course the “multichannel” is only necessary for emphasis because “web” content management has been dominant for a few years, and “enterprise” content management was hijacked by the document management interests early on. Perhaps soon, “multichannel” will be redundant and just plain old “content management” will suffice.

Multichannel content management is really hard. Organizations have been implementing such “single source publishing” or “create once, publish everywhere” systems for many years, but the difficulty and cost prevented most from taking it on and forced others to give up even knowing it was the right thing to do.

Multichannel content management is still hard, but it was one thing to hesitate when there was only one extra channel – now there are n+1 channels, the cost equation has changed, and you can’t build a sustainable digital experience without solving this problem.

Organizations who successfully built multichannel content management systems in the past were largely those with direct access to technologists, for example technical documentation, product support, engineering, and R&D. Marketing organizations, aside from a few with large global presences and big brand asset management problems, mostly stayed away – technology and cost were fearsome, and organizational structures and agency dependencies also created barriers. Staying away is no longer an option. Reaching today’s consumers requires an n+1 distribution strategy.

In her keynote presentation, Marriott’s Meg Walsh inspired the audience with her discussion of their distribution and scale challenges and the necessity for a strategy based on adaptive content that is device agnostic – in other words, a multichannel content management capability. She shared a wonderful quote from Jonathan Perelman, VP, Agency Strategy @Buzzfeed, “Content is King, but Distribution is Queen, and She wears the pants.”

Note that Meg’s role is very much that of a marketing technologist. She ran the content management practice in Marriott’s sales and marketing group before moving to Marriott’s IT organization to take responsibility for technology platforms to support the sales and marketing activity.

We’ll be covering much more of what one attendee called “Real multichannel content management and publishing” at this year’s conference, and would love to hear from more marketing organizations that are making the Distribution Queen happy.

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