Note: This post contains video of the keynote only. Please follow along with the session slides at:
There is a lot of bad content out there. The question to be tackled is why? There may be one obvious answer in that many organizations just don’t get it. But this answer does not account for the mass of bad content that forces itself into view each and every day. In all too many cases, bad content appears even when the intent to provide good content is present, and even when good people are brought in to help make it so. We soon recognize the real question to be answered is what can be done to make things better.
With reference to a number of recent project experiences, this presentation will explore techniques that can be applied in any organization to force out bad content and to make good content the order of the day. As the reference embedded in the title of this talk suggests, the techniques showcased in the case studies mix together some management toughness with the rigorous application of engineering discipline to the design and operation of effective content processes. The insights that emerge from these experiences will be relevant to everyone participating in the content industry, whether as communication professionals, organizational managers or technology vendors. And they will be relevant because they provide a glimpse into the shape that the content industry will increasingly assume over the next few years.