Facing feature creep and disagreements among stakeholders? Are you trying to incorporate a blog, Twitter feed, or curated content because the CMO likes it… or because it fits your communication goals? You need to get a grip on content, the people who make it—and the brand they want to establish. Enter brand-driven content strategy: complement your user-centered design techniques in the workshop that will empower you with the questions, tools, and exercises to implement it. Learn how to develop a message architecture, discover how a brand attributes cardsort can identify pitfalls and points of disagreement, and improve organizational alignment around the brand and content. Then we’ll use the message architecture to conduct a qualitative and quantitative content audit to reveal new content types. Leave with confidence, savvy, and experience to bring brand-driven content strategy techniques and thinking back to your own organization.
Presented at the IA Summit 2013, #IAS13, April 4, 2013 in Baltimore.