Rahel Anne Bailie

Rethinking content: Getting more from your content assets

Speakers: Rahel Anne Bailie
Time: 9.00-12.00 Tuesday, 4. Nov 2014
Location: Room C

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Creating good content takes significant effort, and it makes sense to use that content to its fullest potential . Treating content as a business asset is a moving target; the current push lies somewhere between multichannel publishing and servicing an omnichannel customer experience.  Communication professionals are struggling to figure out how to configure content in ways that can serve the needs of their customers, often because an understanding of the editorial impact of content is not balanced with an equal understanding of how to reshape content to be used across various platforms and channels.

In this workshop, we will examine ways to re-imagine content. In the spirit of the gestalt of making the whole more than simply the sum of its parts, we will look at ways of disassembling content into its schematic parts, and then at reassembly in ways that both helps leverage content as a business asset, and has greater customer impact. Case studies will include examples from enterprise and from government.

At the end of this session, participants will have acquired two methods for working through their content delivery challenges, and an understanding of how to express their needs to their technical delivery partners. Participants are encouraged to bring samples of content that is underperforming in their organisations, for an in-class content makeover.

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