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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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Speaker Spotlight: Karl Wirth – Real time and relevant content

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Karl Wirth, CEO and Co-Founder of Evergage. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Karl Wirth | Gilbane Conference
Speaker Spotlight: Karl Wirth

Co-Founder and CEO

Evergage

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?

I believe the best overall strategy is delivering relevant content to audiences. Thanks to Big Data and technology, organizations now have the ability to serve their users and visitors dynamic, personalized content, based off of their behaviors and actions. Increasing relevancy and interacting with people in real time will capture attention, drive engagement, and ultimately increase conversions.

Real-time behavior-based personalization:

  • Is always relevant
  • Drives customer engagement
  • Compels action
  • Increases conversion rates

The biggest challenges that we have observed are:

  • Lack of resources – a customer success manager or marketer may not have the time to utilize a new technology
  • Budget constraints – organizations may not have budgeted for a new marketing tool
  • Content control – content may be managed by different departments creating inconsistencies and ownership confusion

The truth is that the days of static and irrelevant content are over. In our customer-driven world, organizations should invest to get to know their customers and tailor content to their actions.

Catch Up with Karl at Gilbane

Product Labs


Wednesday, December 4:  3:30 p.m. – 4:15 p.m.

Find out more about this session and our other conference sessions here.

Be sure to follow Karl @Evergage

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Pamela Kostur – Do you have a content control problem?

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Pamela Kostur, Partner at Parallax Communications. We’ve included her answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Pamela Kostur | Gilbane conference | best strategy

Speaker Spotlight: Pamela Kostur

Partner

Parallax Communications

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?

For me, it’s always content first. Content should serve its audiences, yet too often, organizations put themselves first, basing their messaging on what they want to tell customers instead of on what customers want to know. So, regardless of the delivery mechanism—web, blog, video, webinar, tweet—I always start with the following questions:

  • What are you trying to say? To whom?
  • Why? What do you want them to know? What do you want them to do?
  • What content and delivery method will best serve audiences’ needs, based on your answers to these questions?

The biggest challenge I see in many of the organizations I work with is definitely content control. Many organizations don’t think beyond individual departments. So, Marketing may “own” one component of the content, but Customer Support owns another version that is different, and possibly inconsistent. I’ve even found inconsistent product descriptions throughout companies’ websites, saying different things about the same products, and providing inconsistent types of information about similar products.

Further adding to the content control problem is that many organizations don’t know what content they have, so instead of modifying/retiring existing content, they add new content to the mix, introducing more inconsistencies. A content strategy should consider all iterations of content, for all outputs, for all users, and bring them together into a unified message that serves the audience and promotes brand consistency.

Catch Up with Pamela at Gilbane

Track C: Content, Marketing, and the Customer Experience

C10. Content Strategies: Customer Experience, Competition, Content Marketing and Curation
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

Follow Pamela on Twitter - @Pamela_Kostur.

Complete Program Conference Schedule Register Today

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