Content Strategy: Fundamentals, Techniques, and Tools

Date

Sep 21, 2012, 6:00 PM-8:00 PM

Location

Columbia University, 501 Northwest Corner Building

Speakers:

Christopher Collette

Sitting at the intersection of business strategy, digital development, user experience, communications, and publishing, content strategy has emerged over the last few years as a discipline examining the purpose behind content (in all manifestations) and how it supports business, organizational, and user goals. While it originated in digital web design and user experience, content strategy now encompasses a much broader set of considerations and addresses content creation, distribution, and governance across multiple channels, especially the interplay among digital, social, and traditional media. Content strategy provides a holistic approach for unlocking the value behind content and for increasing its effectiveness in achieving business and organizational objectives.

This seminar will present the fundamentals of content strategy and explore the discipline’s approaches, techniques, and tools that participants can apply directly to the content situation in their own organization. It will draw parallels with – and highlight distinctions among – traditional communications strategy, publishing, and content strategy, and provide attendees with a framework to create a sustainable program grounded in meaningful, actionable content.

Christopher Collette is the Associate Director for Digital Programs and Content Strategy at Weil, Gotshal & Manges, a global law firm headquartered in New York City. In a career spanning close to 20 years and covering both digital and traditional media and communications, he was practicing content strategy long before it had a name or was a discipline. In both corporate and consulting roles, he's lead digital marketing and content strategy programs for leading corporations and organizations including IBM, The College Board, Goldman Sachs, Legg Mason, Standard & Poor's, MasterCard, and The Kennedy Center. A graduate of Denison University, he holds advanced degrees in communications from the University of Cincinnati and in library and information science from Pratt Institute.

Download Presentation:
Content Strategy: Fundamentals, Techniques, and Tools (PDF)
Selected Bibliography (PDF)

R.S.V.P. to this event


See a larger map and get directions to 501 Northwest Corner Building