'CONTENT FOR CHANGE' by Elizabeth McGuane, Lead Content Strategist, LBi London

How do you make change happen, both in your organisation and beyond it, when you have only small change to spend? No matter how limited your resources, setting out a strategy for your content gives you the best chance of meeting your audience with a clear message and an experience they‘ll remember – and leaves you with a sus- tainable plan for keeping their attention. Using a variety of examples from content strategies with varying objectives, we‘ll discuss the elements of the content lifecycle: from analysis to diagnosis, and from production to delivery, measurement and governance. We‘ll talk about how to get started and how to get your existing content processes under control.

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