Speaker: Jenny Magic, Principal & VP Content Strategy, SiteGoals + Melissa Breker, Founding Partner, Content Strategy Incorporated

The idea of personalized (adaptive, dynamic, structured) content has the content marketing world buzzing, but how do you get it DONE? This session blends a heavy dose of intermediate content strategy techniques with enough "Adaptive Technology 101" education to get what you need from your IT team or CMS vendor (regardless of your platform).

Take-aways:

• Adaptive content bells and whistles are useless without reliable (data-driven) target audience personas.
• The key to turning personas from bulletin board decoration into useful tools is defining customer journeys, triggers, and content models for each one - we'll talk about how.
• When it comes to structured content, balancing the requirements of the user experience (UX) with the author experience (AX) is the job of the content strategist (and easier than you might think!).
• The content strategy should lead the CMS integration, not the other way around - and you have what you need to do it!
• Getting what you want from your IT team or vendor is all about the questions you ask: lessons in diplomacy, incentives, and expectations.