Keynote Presentation at Web Content 2010 by Kristina Halvorson

1. BANGING THE
BIG DRUMS
Kristina Halvorson, Brain Traffic
Web Content Conference | 06.08.2010

2. #wcconf
@halvorson

9. THE CONTENT PROBLEM

10. SKILLSET.ORG
Business
Analyst
Project
Interac9on
Produc9on
Manager
Designer
Assistant
Account
Visual
Producer
Manager
Designer
New
Web
Analyst
Informa9on
Developer
Business
Architect
Developer
Content
Usability
Strategist
Specialist
Programmer
SEO
Technical
Specialist
Assistant
Server
Web
Editor
Admin
Web
Writer

12. http://www.mollystevens.com/portfolio.html

14. http://en.wikipedia.org/wiki/Concept_map

18. SKILLSET.ORG
Business
Analyst
User
Project
Produc9on
Experience
Manager
Assistant
Architect
Account
Producer
Designer
Manager
New
Web
Analyst
Informa9on
Business
Developer
Architect
Developer
Programmer
Technical
Assistant
Server
Admin
Web
Writer

20. LIES WE TELL
OURSELVES.

21. THIS IS COPYWRITING.

22. THIS IS CONTENT.
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive

23. 1995-2007: SPARKS

26. 2007: IGNITION

29. 2008: RUNWAY

38. 2009: TAKEOFF

39. h"p://wwh"p://www.flickr.com/photos/keithinstone/3390456937/in/
photostream/
/

43. 2010: FLYING HIGH

49. BANGING YOUR BIG DRUM

51. “
Trying to bang the web content strategy drum
from within an organisation is not without its
ups and downs – rather like a game of snakes
and ladders.
— Richard J. Ingram

52. CONVERSATION

57. CASE STUDIES

59. CONFLICT

61. COMMUNITY

62. h"p://www.flickr.com/photos/cambodia4kidsorg/2251184710/

63. h"p://www.flickr.com/photos/markhillary/370268513/

64. h"p://www.flickr.com/photos/pinguino/4081421885/

66. CONTRIBUTE

67. EVERYONE ELSE
C O N T E N T S T R AT
EGY
http://www.flickr.com/photos/bensutherland/246414130/
YOU

68. 2011-BEYOND: BLUE SKY

70. THANK YOU.
e kristina@braintraffic.com
w braintraffic.com
contentstrategy.com
t @halvorson