1.
Minnesota souvenirs The insights, lessons, and little gems I brought back from Confab 2011

2.
Here’s a real FAQ: Why has content strategy suddenly become so important in the last few years?

3.
Organisations are feeling the pain. “ Why hasn’t SEO fixed our problems?” “ Why haven’t the users generated all our content for us?” Image courtesy of Sean Tubridy

4.
“ We need a blog!” “ We need a Facebook page!” “ We need an iPad app!” “ We need to write articles!”

5.
Confab was the best conference ever, in the history of forever. Image courtesy of Sean Tubridy Confab Bonus Fact #1

6.
Souvenir #1 “ What is content strategy?” is getting simultaneously harder and easier to answer.

7.
This is a salad. (Obviously.) But what’s in it? Image courtesy of Sean Tubridy

9.
Confab topics: a small selection Messaging Writing for websites Content curation User-generated content Metadata schemas Content creation processes Editorial strategy Storytelling Content marketing Content management systems Measuring content Change management Localisation

10.
Souvenir #2 Listening is a key skill for content strategists. Perhaps even THE key skill.

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(I have no idea how Kristina can hear anything over that loud party hat.) Image courtesy of Sean Tubridy “ Tell me more about that.”

13.
And that was the simple version.

14.
460 people attended Confab. The conference sold out two months in advance. Image courtesy of Sean Tubridy Confab Bonus Fact #2

15.
Souvenir #3 Defining workflow is an integral but undervalued part of content strategy.

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Who? Image courtesy of Sean Tubridy How? What? When?

17.
The content creation process

18.
Yeah. Sure.

19.
The Groupon content creation process

20.
I’m as disappointed as you are at the fact that they don’t use unicorns.

21.
Approximately 783 metric tons of cake were consumed at Confab. Confab Bonus Fact #3

22.
Souvenir #4 Content must be well-structured if it’s to be future-proof.

23.
“ Nimble content can travel freely, retain context and meaning, and create new products.” – Rachel Lovinger

24.
Erin Kissane isn’t just smart; she also has amazing shoes. Image courtesy of Sean Tubridy Confab Bonus Fact #4

25.
Souvenir #5 Content has to be tested and measured. Continually.

26.
Test. Improve content. Test. Improve content. Test. Improve content. Then reward yourself with a piece of cake. Image courtesy of Sean Tubridy

27.
At least three prominent content strategists slid down the pole at the Minneapolis #11 fire station on the night of 10 May 2011. Margot Bloomstein Fire station pole Confab Bonus Fact #5

28.
Souvenir #6 Content strategy is becoming a community of practice.

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We’re sharing ideas. Image courtesy of Sean Tubridy We’re sharing challenges. We’re sharing tools.

30.
Groups, groups everywhere Funny ‘cos it’s true.

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Real friendships have developed.

32.
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33.
Souvenir #7 We need allies.

34.
Find your content champions.

35.
This thing only goes if we collaborate.

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Kerry-Anne Gilowey | [email_address] | @kerry_anne