CHAD Butz, planning director at the creative digital agency, Bourne, is set to tell an audience of digital strategy experts that they must come to terms with the complexities of international content marketing campaigns if they are to stay ahead of the market in 2011.
In a two-hour workshop, Chad will show attendees how for most businesses, rolling marketing communications out internationally involves a whole new realm of complexity that has left the majority of large businesses struggling to deliver multilingual content quickly and effectively.
Using examples from customers such as Dell Computers and Ricoh Europe, he will walk through the evolution of an international content strategy framework that takes a complete view of the content strategy ecosystem, and following this will then take part in a panel discussion entitled, ‘Who owns content strategy in the organisation’.
“For most businesses creating and publishing one version of their content in one language is a task that’s already difficult enough to get right. Moving that up a gear to include multiple languages and several international territories takes the task onto a whole new level of difficulty; however, and in our experience, the complexities involved in making that leap frequently result in companies getting it wrong,” said Chad.
“With the right approach businesses can deliver real benefits by running such campaigns however, and I’ll be showing attendees the components – including creative and content as well people and skills, team structure, process and technology – that are crucial to getting content marketing strategies right first time.”
A two-day event for content strategy professionals, Content Strategy Applied is a conference for professionals who want to share knowledge, build skills and network with others working in the same field.
Hosted by eBay and co-sponsored by Red Lorry Yellow Lorry, the event will focus on commercial case studies and practical skills workshops to build on the excellent theory that’s already available.
The event will be a lively mix of keynotes, case studies, workshops and round tables, and is to be headlined by content strategy pioneers Kristina Halvorson and Rahel Bailie, who will appear alongside a number of major brands.
For more information visit: http://contentstrategyapplied.eu
Bourne is a digital agency based in Glasgow, London and New York. Chad is responsible for working with large corporate clients developing enterprise-wide online marketing programmes that are underpinned by Bourne’s brand of content strategy which includes customer insight, creative thinking, technology which facilitates fast, effective content publishing, and clever systems and processes that move content from those that hold it to those that publish it. A few of Bourne’s current clients include Dell, Ricoh, StepStone Solutions, Royal Caribbean Cruise Lines, VeriSign and Microsoft.
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