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10 things I learned
(or was reminded
of) at Confab 2015
Highlights from Sarah Scalet
Americas Writing/Editing Lead, EY
@ss...
Page 2
1) We are not alone!
► 650+ writer/editor/designer/content strategists came
together for three days of learning and...
Page 3
1) We are not alone! – cont.
A disproportionate
number of cat slides
(this one from Facebook’s
Jonathan Colman)
Gra...
Page 4
2) You don’t need a huge budget to nail a
conference theme and execute it well
► “Mission critical” theme
► Very “s...
Page 5
2) You don’t need a huge budget to nail a
conference theme and execute it well – cont.
► Example of how content str...
Page 6
3) There are lots of definitions of “content
strategist”
Ahava Leibtag from Aha Media Group
via Ronell Smith, RS
Co...
Page 7
4) Content strategy can be applied to any
problem
Example from Facebook’s
Jonathon Colman
► Goal: Stop people from
...
Page 8
5) Content should be for and about our
audience – not ourselves
Noz Urbina, Urbina Consulting
Highlights from Sarah...
Page 9
6) Treat stakeholder calls like interviews
“The question people ask first
is almost never what they need
to know.”
...
Page 10
7) Dig deep & revise thoughtfully
“Let me take a look at
that and get back to
you.”
“Can you tell me
more about th...
Page 11
8) Thinking more about cost and value can
help us make better content decisions
“Most content strategists don’t kn...
Page 12
9) All of us can make a difference
“I don’t care what your
role is. You have ability to
impart change when it
come...
Page 13
10) It’s OK if there are lots of definitions of
“content strategist” – just own your definition
“Not everybody lik...
Page 14
Thank you − @sscalet
Confab: http://confabevents.com/
Twitter: #confabmn
Recaps:
http://confabevents.com/events/c
...
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Best of Confab 2015

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10 things I learned (or was reminded of) at Confab 2015 in Minneapolis. The speaker lineup included Anne Lammot, Jonathon Colman, Ahava Leibtag, Noz Urbina, Anne Haines, Margo Stern, Margot Bloomstein and many other fantastic content strategists. Highlights from Sarah Scalet at EY.

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Best of Confab 2015

  1. 10 things I learned (or was reminded of) at Confab 2015 Highlights from Sarah Scalet Americas Writing/Editing Lead, EY @sscalet Confab Central | Minneapolis | 18-20 May 2015
  2. Page 2 1) We are not alone! ► 650+ writer/editor/designer/content strategists came together for three days of learning and camaraderie ► Roughly half work for brands, and some are the only content person at their organization ► I knew I was in the right place when someone mentioned “PDF therapy sessions” https://www.flickr.com/photos/confabevents/sets/72157653145988496 Highlights from Sarah Scalet about Confab 2015
  3. Page 3 1) We are not alone! – cont. A disproportionate number of cat slides (this one from Facebook’s Jonathan Colman) Grammar geeks united (this slide from Ahava Leibtag) Acronym of the week: SLAP (speak like a person) Highlights from Sarah Scalet about Confab 2015
  4. Page 4 2) You don’t need a huge budget to nail a conference theme and execute it well ► “Mission critical” theme ► Very “social” ► Secondary theme: cake!!! Highlights from Sarah Scalet about Confab 2015
  5. Page 5 2) You don’t need a huge budget to nail a conference theme and execute it well – cont. ► Example of how content strategists demonstrate that attending an offsite event is quick, simple and fun. (They said the video took maybe an hour to make.) ► https://www.youtube.com/watch?v=y9I5NMI-srk Highlights from Sarah Scalet about Confab 2015
  6. Page 6 3) There are lots of definitions of “content strategist” Ahava Leibtag from Aha Media Group via Ronell Smith, RS Consulting Highlights from Sarah Scalet about Confab 2015
  7. Page 7 4) Content strategy can be applied to any problem Example from Facebook’s Jonathon Colman ► Goal: Stop people from accessing nuclear waste ► Strategy: Create a message that lasts for 10,000+ years ► Objective 1: Must communicate “this is a message” ► Objective 2: Must communicate “this area is dangerous” ► Objective 3: Must communicate why Highlights from Sarah Scalet about Confab 2015
  8. Page 8 5) Content should be for and about our audience – not ourselves Noz Urbina, Urbina Consulting Highlights from Sarah Scalet about Confab 2015
  9. Page 9 6) Treat stakeholder calls like interviews “The question people ask first is almost never what they need to know.” – Anne Haines, Indiana University Bloomington Libraries Make good use of: 1) Closed questions 2) Open questions 3) Sense-making questions (neutral) http://www.slideshare.net/annehaines/if-she-knew-what-she- wants Highlights from Sarah Scalet about Confab 2015
  10. Page 10 7) Dig deep & revise thoughtfully “Let me take a look at that and get back to you.” “Can you tell me more about the problem you’re trying to solve?” Gather all the feedback before you revise, and stack rank stakeholders (secretly). For key decisions, track who, when and why. Margo Stern, Google Highlights from Sarah Scalet about Confab 2015
  11. Page 11 8) Thinking more about cost and value can help us make better content decisions “Most content strategists don’t know how to quantify their work and undersell it.” – Laura Creekmore, self-employed consultant ► Research ► Ideation ► Creation ► Approvals/reviews ► Maintenance ► Cost per customer ► Cost if it’s gone ► Savings elsewhere ► Improved customer relationship Cost Value Highlights from Sarah Scalet about Confab 2015
  12. Page 12 9) All of us can make a difference “I don’t care what your role is. You have ability to impart change when it comes to content.” – Matthew Grocki, Grass Fed Content Highlights from Sarah Scalet about Confab 2015
  13. Page 13 10) It’s OK if there are lots of definitions of “content strategist” – just own your definition “Not everybody likes content modeling, and not everybody has to…. Broaden your knowledge, but narrow your passion.” – Margot Bloomstein, Appropriate, Inc. Highlights from Sarah Scalet about Confab 2015
  14. Page 14 Thank you − @sscalet Confab: http://confabevents.com/ Twitter: #confabmn Recaps: http://confabevents.com/events/c entral/recaps Videos: https://vimeo.com/confabevents/v ideos Highlights from Sarah Scalet about Confab 2015

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