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Integrating Website and Mobile Strategy for Consistent Customer Engagement

Today we highlight Workshop B: Integrating Website and Mobile Strategy for Consistent Customer Engagement taking place at Gilbane Boston, November 29, 9:00am – 12:00pm at the Westin Boston Waterfront.

You’ve heard all the talk about web engagement management. You’ve read about web and content optimization for contextual consumption. You may even have preached to others about the rise of mobile-, social-, and personal-ization. We suppose you could even be doing some of these successfully, but we doubt it. These are just a few a few of the sexiest, most contemporary practices that everyone likes to talk about but no one is really doing… but they should.

In this workshop, renowned author and digital marketing expert Robert Rose teams up with industry analyst and web content management expert Scott Liewehr to teach you how to realize true web engagement across web and mobile channels for your organization. Robert and Scott will teach attendees how to integrate content optimization into the marketing process by pragmatically focusing on three of the primary aspects of web engagement: testing, targeting and contextual design. The workshop walk attendees through a step-by-step approach to each practice, focusing on both the marketing process implications as well as the implementation and operationalization aspects. Web engagement management is more process than technology, so while you may not be able to buy it in a box, you can learn an awful lot about how to implement it in three entertaining, fun-filled and educational hours.

You’ll also receive Robert’s brand new book, co-authored with Joe Pulizzi: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Instructors: Scott Liewehr, Lead Analyst WCM, Outsell Gilbane, and Rob Rose, Chief Troublemaker, Big Blue Moose

Register today!

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Keynote lineup for Gilbane Boston is complete

We are going to have fun with the keynotes this year with our new rapid-fire format. You won’t want to miss any of it so be sure to get their early enough for a good seat. Also, please remember that after seven years at the Westin at Copley Place we have moved to a roomier spot at the Westin Waterfront at 425 Summer Street. You could easily lose 45 minutes by showing up at the wrong hotel!

K1. Opening Keynotes: Big Ideas – Bold Statements

Wednesday, November 30, 8:30 – 10:00 & 11:00 – 12:00

Our keynotes are designed to inspire, provoke, and provide perspective on the big issues, trends, and shifting foundation of technologies, digital strategies, and channels for communication and engagement. Our keynote sessions this year will use a rapid-fire format. Each speaker will focus on describing a single big idea or making a bold statement that will help us think a little differently about our use or expectations of content and content technologies. Presentations are limited to 10-15 minutes with 5 minutes for Q&A. Use of slides will be minimal.

Moderator: Frank Gilbane

Christos M. Cotsakos, Ph.D.
Founding Chairman, CEO & President, EndPlay

Christer Johnson
Partner, North American BAO Advanced Analytics Leader, IBM Global Business Services

Georgiana Cohen
Manager, Web Content and Strategy, Tufts University & Co-founder, Meet Content

Maureen Chew
Chief Applications Officer, Information Technology Division, Commonwealth of MA

Stephen Powers
Principal Analyst & Research Director, Forrester Research

Tony Byrne
Founder, Real Story Group & CMS Watch

Scott Liewehr
Lead Analyst, Web Content Management, Outsell Gilbane Services & President, Content Management Professionals Assoc.

Registration information

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Kindle Fire available for Gilbane Conference attendees

There are lots of educational reasons to join us at Gilbane Boston, but now there is also a way to learn first hand about e-book readers and tablets! ConferencePlus attendees receive a new Kindle Fire.

The Gilbane Conference Boston
Click here for Conference Details Click here for List of Speakers

Click here for List of Exhibitors

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Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget)

Today we highlight Workshop E: Content Strategy for Marketing: Influencing + Evaluating Results (without Breaking Your Budget) taking place at Gilbane Boston, November 29, 1:00pm – 4:00pm at the Westin Waterfront.

Digital marketing is quickly becoming THE marketing. What drives digital marketing? Content. If you’re not ready, you’re not alone. This intermediate workshop will help you form a strategy and then act on it. You’ll apply lessons learned with exercises inspired by Colleen’s years in the trenches and her best-selling book, Clout. By the end of the 3-hour session, you will

  • Understand the role of content in attracting, converting, supporting, and engaging customers.
  • Know eight principles of influence based on psychology and rhetoric.
  • Learn techniques for applying each principle to web content.
  • Ask the right evaluation questions and answer them with the right evaluation methods.
  • Learn tips and tricks for getting the most value out of your content.

You’ll also receive a hard copy of Clout: The Art and Science of Influential Web Content.


Colleen Jones, Principal, Content Science, and Author, Clout: The Art + Science of Influential Web Content

Register today!

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Gilbane Boston 2011 Announces Sponsors and New Keynote Format for 8th Annual Web & Enterprise Content Management Conference

Annual Conference Helps Attendees Evaluate the Latest Solutions to Reach and Engage Customers and Foster Collaboration with Customers and Partners

Boston, MA – September 27, 2011 – The eighth annual Gilbane Conference Boston ( to take place November 29 – December 1, 2011, at The Westin Boston Waterfront Hotel in Boston, MA today announced that EndPlay will be the Diamond sponsor of the upcoming conference and Alfresco, CIGNEX and Liferay are this year’s Platinum sponsors. Atex, CrownPeak, OpenText, Percussion, SDL, Sitecore and Telerik are all Gold sponsors. For more information about these companies go to (

Gilbane Boston also announed today the Opening Keynote presenters and a  new rapid-fire format. Keynote presentations, moderated by Frank Gilbane – President, Outsell’s Gilbane Services & Conference Chair will be limited to 10-15 minutes with 5 minutes for Q&A. The new format is designed to inspire, provoke, and provide perspective on the big issues, trends, and shifting foundation of technologies, digital strategies, and channels for communication and engagement. Panelists include Christos M. Cotsakos, Ph.D. – Founding Chairman, CEO & President, EndPlay, Inc.; Christer Johnson – Partner, North American BAO Advanced Analytics Leader, IBM Global Business Services; Georgiana Cohen  – Manager, Web Content and Strategy, Tufts University and Co-founder, Meet Content; and Maureen Chew – Chief Applications Officer, Commonwealth of Massachusetts.

“In today’s business environment, every organization has one thing in common: the need to engage with multiple customer and partner communities,” said Frank Gilbane, conference chair and moderator of the keynote session. “This year’s keynote and new format share the timely theme of connecting with global customers and colleagues with marketing, product and enterprise content using web and social technologies.”

In addition, the event features six in-depth pre-conference workshops, a main conference program providing in-depth coverage of trends and technologies organized in four tracks: Customers & Engagement, Colleagues & Collaboration, Content Technology, and Cross-Media Publishing, a Technology Showcase made up of the leading vendors offering the latest tools and solutions and many networking opportunities.

For information on keynotes and entire conference program, visit:

IT, marketing, other and business professionals interested in attending the conference may register at:
Technology solution providers interested in exhibit or sponsor opportunities should visit:
Follow the conference on Twitter

About Outsell’s Gilbane Services
Outsell’s Gilbane Services provides analyst & consulting services focused on content technologies. Whether it involves web content management, digital marketing, multilingual content, enterprise search, enterprise social media, publishing, XML, or related technologies, we can help you make vendor-neutral well-informed decisions. We work with the entire community of stakeholders including investors, enterprise buyers of IT, technology suppliers, and other consultant and analyst firms. We have organized over 70 educational conferences in North America and Europe. Information about our widely-read newsletter, consulting & advisory services, reports, white papers, case studies and analyst blogs is available at,

About Lighthouse Seminars
Lighthouse Seminars’ events cover information technologies and “content technologies” in particular. This includes content management of all types, digital asset management, enterprise content management, web content management, enterprise search, web and cross-media publishing.


Lighthouse Seminars
Jeffrey V. Arcuri

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Gilbane Boston 2011 – Call for Papers

Proposal Deadline: May 16th, 2011

The Gilbane conference is all about helping organizations apply content, web and mobile technologies to communicate with their ecosystem of customers, employees, suppliers, partners, and the rest of the world in the most effective and efficient way possible.

This means understanding what technologies can and can’t do, what practices in applying them succeed or fail, and how to plan for changes in market and technology evolution. We bring together a diverse audience of technologists, marketers, strategists, business managers and analysts to learn, share, and debate best practices and strategies. Our conference is organized into four tracks so attendees in marketing, technology, a business unit, or an internal function will be able to plan a customized agenda.

To submit a proposal for a presentation or panel to contribute your expertise and experience, please see the topics below listed for the four tracks, then follow the instructions and guidelines for submitting proposals using our proposal submission form. Send any questions to

You can also learn more by visiting the conference website at, where you can also see information from our 2010 conference.

Customers & Engagement track
Topics to be covered include: Web content management, content strategies, analytics, web design and UI, social media, digital and cross channel marketing, rich media, global reach, multilingual practices, personalization, information architecture, designing for mobile devices, e-commerce, search engine optimization. Read more

Colleagues & Collaboration track
Topics to be covered include: Collaborative authoring, intranets, knowledge management, search, wikis, micro-blogging and blogging, managing social and user-generated content, integrating social software into enterprise applications, SharePoint, portals, social software platforms, enterprise 2.0 strategies. Read more

Content Technologies track
Topics to be covered include: Multi-lingual technologies and applications, smartphone, iPad and tablet app development, XML, standards, integration, content migration, search, open source, SaaS, semantic technologies, social software, SharePoint, and relevant consumer technologies. Read more

Cross-channel Publishing track
Topics to be covered include: Multi-channel publishing, multi-lingual publishing, mobile app and digital product development and marketing strategies for the iPad, and other tablets and ebook readers, mobile content management, digital rights, digital asset management, DITA, documentation, structured content, and XML. Read more

Follow the conference on Twitter at Tag: gilbaneboston


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How to Build a Content Strategy – Practical Principles for Influential Web Content

Today we highlight E5. How to Build a Content Strategy – Practical Principles for Influential Web Content taking place at Gilbane Boston, December 2, 9:40 – 10:40pm at the Westin Copley.

All too often, when charting the plan toward consumer engagement, content seems to be an afterthought. However, web content is the key to a successful user experience and delivering a consistent brand message. This session will outline the principles of a sound content strategy and how to create one.

Moderator: Andrew Bredenkamp, CEO, Acrolinx

Colleen Jones, Founder, Content Science
Margot Bloomstein
, Principal, Appropriate, Inc.

Register today!

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Gilbane expo pass includes keynotes, product labs, reception

For those of you that do not have the time to spend 2 days with us at the Gilbane Boston Conference, we still have a lot going on for you to consider spending a half-day or few hours with is as our guest using your Complimentary Technology Showcase Pass.

Your pass includes the option to attend one or both of the conference Keynotes, Product Labs, full access to the exhibit area and the conference reception on December 1st. It is worth the effort to plan your time in advance. Here is a quick list of the activities to consider:

Wednesday – December 1, 2010

  • Opening keynote session with Marie Williams, Senior Director, Web Innovation, Global Online Services, Hilton Worldwide; Keith Cook, Global eBusiness Officer, ACE Group and Aaron Hill, Senior Director, Online Strategy & Services, SAS
  • Product Labs starting at 11:00am – 4 labs today
  • Second Keynote – Industry Analyst DebateWhat’s Real, What’s Hype, and What’s Coming with Hadley Reynolds, Director, Content & Digital Media Technologies, IDC; Stephen Powers, Senior Analyst, Forrester; Scott Liewehr, Senior Consultant, Web Content Management, Gilbane Group; Tony Byrne, Founder, The Real Story Group & CMS Watch; Kathleen Reidy, Senior Analyst, 451 Group
  • Expo Area and Networking10:00am to 6:00pm
  • Reception, Technology Demos, and Networking5:00pm to 6:00pm

Thursday – December 2, 2010

  • Product Labs starting at 8:30am – 6 labs today
  • Lunch Reception, Technology Demos, and Networking from 12:30pm to 2:00pm
  • Expo Area and networking at 10:40pm to 2:00pm

There is still time to take advantage of a special $200 discount off the Conference Plus package, the Pre-Conference Workshop & Conference package and the Conference Only options – just use the discount code “Gilbane“. Learn from the unique collection of leading practitioners, analysts, and technologists that can only be found at the Gilbane Conference!

Technology showcase hours
Wednesday, December 1: 10:00 am – 6:00 pm
Thursday, December 2: 10:00 am – 2:00 pm

See the conference program & speakers at:

See the complete conference schedule at:

See the in-depth pre-conference workshops at:

Sign-up for your FREE Technology Showcase Pass at:

See you in Boston!

The Lighthouse Seminars & Gilbane Group Team

Gilbane Boston 2010
Westin Copley Place
November 30 – December 2, 2010

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Network with the CMS experts at Gilbane Boston

Converse with the experts at the Conference, in the Exhibit Area and in the Hallways.
November 30 – December 2, Boston Westin Copley

We are honored to bring you a “who’s who” of leading practitioners, analysts, and technologists at our upcoming Boston Conference, this year focused on the theme “Content, Collaboration & Customers”, and strategies for engaging global customers on the Internet, and for collaborating with both internal colleagues and customers.

You aren’t limited to listening to speakers on a panel – there are two full days on conversations taking place in the hallways, in the exhibitor area, and during the reception, lunches and breaks. This large collection of diverse content management technology experts can only be found at Gilbane events. Don’t miss this opportunity to learn, network, and socialize with colleagues, peers, and experts at

You can learn more about our speakers, including how to connect with them via Twitter or their blogs at

Our faculty of experts and industry leaders includes:

Brooke Aker - CEO, Admantx

Navdeep Alam - Director of Data Architecture, Mzinga

Deane Barker - Content Management Practice Director, Blend Interactive

Jay Batson - VP & Founder, Acquia. Inc.

Geoffrey Bock - Senior Analyst, Collaboration & Social Computing, Outsell’s Gilbane Group

Tony Byrne - Founder, The Real Story Group

Arje Cahn - CTO, Hippo

Melissa Casburn - Director of User Experience, ISITE Design

Ann Comer-Woods - Executive Director of Communications, MIT Sloan

Keith Cook - Global eBusiness Officer, ACE Group

Cornelia Davis - Office of the CTO, EMC Corporation

John Eckman - Sr. Director, Optaros

Mark Fidelman - eVP, MindTouch

Elizabeth Fraley - Founder and CEO, Single-Sourcing Solutions

Jeff Fried - CTO, BA Insight

Doug Gaff - Director of Technology, NPR Public Interactive

Emmanuel Garcin - Vice President & General Manager, Jahia North America

Frank Gilbane - President, Outsell’s Gilbane Group

Paul Gillin - Principal, Paul Gillin Communications

Doug Gorman - CEO, Simply XML

Kian T. Gould - CEO, AOE Media

Jarrod Gingras - Analyst, Real Story Group

Tugdual Grall - VP of Business and Product Strategy, eXo

Ryan Gruss - Intranet Project Lead, Continuum

Darren Guarnaccia - VP Product Marketing, Sitecore

David Guenette - Senior Analyst, Outsell’s Gilbane Group

Laurence Hart - Director Technology Solutions, Washington Consulting, Inc

Larry Hawes - Lead Analyst, Collaboration and Enterprise Social Software, Outsell’s Gilbane Group

Paul Hinz - CMO, Liferay

Devin Holmes - Executive Director, Warrior Gateway

Jason Hunter - Principal Technologist, MarkLogic

Colleen Jones - Principal, Content Science

Mike Iantosca - IBM Authoring Tools and Content Management System PDT Lead, IBM

Mark Korey - Online Applications Project Manager, SAS Worldwide Marketing

Simon Lande - CEO, Magus

Mary Laplante - Vice President and Lead Analyst, Outsell’s Gilbane Group

Andrew Lawless - Principal, Dig-It! Consulting

Debra Lewis - Web Content and Localization Manager, OCLC Online Computer Library Center

Barry Libert - Chairman & Chief Executive Officer, Mzinga

Scott Liewehr - Senior Consultant, Web Content Management, Outsell’s Gilbane Group

Greg Lloyd - President & Co-Founder, Traction Software

Ned May - Director & Lead Analyst, Outsell Inc.

Cheryl McKinnon - Chief Marketing Officer, Nuxeo

Marcel Meth - Marcel Meth Independent Senior SharePoint Analyst

Lynda Moulton - Senior Analyst & Consultant, Enterprise Search, Outsell’s Gilbane Group

John Parsons - Principal, Byte Media Strategies LLC

Peter O’Kelly - Independent Analyst

John Petersen - Founder, Sutro Software

Stephen Powers - Senior Analyst, Forrester

Patrick Quinlan - Lead Curriculum Specialist, Citrix Education

Kathleen Reidy - Senior Analyst, 451 Group

Hadley Reynolds - Research Director, Search & Digital Marketplace Technologies, IDC

Sara Roberts - President/CEO, Roberts Golden Consulting, Inc

Robert Rose - Founder & Chief Troublemaker, Big Blue Moose

Shannon Ryan - President & CEO, non-linear creations

Barry Schaeffer - Sr. Analyst, Outsell’s Gilbane Group & Principal Consultant, Content Life Cycle Consulting

Anne Scharff - Director, IS Web Services, Cincinnati Childrens’ Hosptial Medial Center

C. Scyphers - Chief Technical Architect, Daemon Consulting, LLC

Jerry Silver - Senior Product Marketing Manager, EMC Documentum xCP

David Suess - CEO, Northern Light

Bill Trippe - Vice President, Content Strategies, Outsell’s Gilbane Group

Dale Waldt - Senior Consultant, Outsell’s Gilbane Group.

Shaun Walker - Creator & Chief Architect, DotNetNuke

Melissa Webster - Program Vice President, Content & Digital Media Technologies, IDC

Lisa Welchman - Founding Partner, WelchmanPierpoint

Randy Woods - Co-Founder & Executive Vice President, non-linear creations

Brett Zucker - EVP and CTO of Bridgeline Digital

The complete conference program and speaker list is available at

We Hope To See You There!
The Gilbane and Lighthouse team

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What’s Hot in XML? Workshop on Smart Content Describes Leading-Edge Content Applications

What is hot in XML these days? I have been to a few conferences and meetings, talked with many clients, participated in various research projects, and developed case studies on emerging approaches to XML adoption. DITA (Darwin Information Typing Architecture) is hot. Semantically enriched XML is hot. Both enable some interesting functionality for content delivered via print, on the web, and through mobile delivery channels. These include dynamic assembly of content organized into a variety of forms for custom uses, improved search and discovery of content, content interoperability across platforms, and distributed collaboration in creating and managing content.

On November 30, prior to the Gilbane Conference in Boston, Geoff Bock and I will be holding our 3rd workshop on Smart Content which is how we refer to semantically enriched, modular content (it’s easier to say). In the seminar we will discuss what makes content smart, how it is being developed and deployed in several organizations, and dive into some technical details on DITA and semantic enrichment.  This highly interactive seminar has been well received in prior sessions, and will be updated with our recently completed research findings.  More information on the seminar is available at

By the way, t The research report, entitled Smart Content in the Enterprise, is now available at the research section at It (now available from Outsell Inc) includes several interesting case studies from a variety of organizations, and a lot of good information for those considering taking their content to the next level. We encourage you to download it (it is free). I also hope to see you in Boston at the workshop.

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