agile content conf

Go beyond arguments about content to find an approach that works for everyone

In January 2017, 80 content professionals came to Sadler’s Wells Theatre in London for the third annual agile content conf. You can:

Videos from the 2017 conference

Go beyond arguments about content to find an approach that works for everyone

Jonathan Kahn, Organiser, agile content conf

Do you experience challenges collaborating with stakeholders, subject matter experts, or different parts of your organisation? Would you like to learn practical techniques to build shared understanding and create efficient content processes that stakeholders are willing to take part in? You’ll learn:

  • why stakeholders resist evidence-based arguments and appeal to emotion, opinion, or politics
  • how to reframe objections as requirements and create a shared understanding of all the constraints around a content problem
  • how to invent an approach that satisfies all of these requirements without giving up your values

Content strategy for Facebook Messenger (case study)

Erica Hoerl, Content Strategist, Facebook

Erica shares what she learned during the development of features for Messenger, Facebook’s mobile messaging app used by over 1 billion people. Find out what’s involved in creating content for a digital product and how content strategists collaborate with other roles within a product team. You’ll learn:

  • how content strategists contribute to both the interface and the positioning of digital products
  • what the team discovered about the specific user group they were designing for through iteration and feedback
  • which processes are effective for encouraging collaboration between content strategists and designers, user researchers, data analysts, product managers, and product marketers

Unifying global content teams around a common purpose at American Express (case study)

Sarah Jones, former Manager, Global Digital Content, American Express & Lauren Pope, Content Strategist, Brilliant Noise

Hear how American Express worked with digital agency Brilliant Noise to pilot a collaborative model for content planning, production, and distribution across global teams. They created the Editorial Hub, an end-to-end system for content. The Hub promotes consistent, customer-focused content through a shared purpose and set of objectives. Learn how to:

  • unify content teams around a common purpose and set of objectives
  • encourage dialogue between separate teams in a large organisation
  • synchronise content planning by implementing a shared editorial calendar

Collaborating with journalists to create a mobile-only video experience for the BBC News app (case study)

Alex Watson, Head of Product, BBC News

Hear how the BBC News digital team worked with journalists to create a custom content experience for mobile video. Instead of treating this as a pure design problem—how to get video onto a platform as efficiently as possible—Alex’s team collaborated with editorial and broadcast delivery teams to experiment with new processes for creating content for a specific audience. Learn how to:

  • advocate for designing for a specific audience when one-size-fits-all content for multiple platforms doesn’t meet their needs
  • enable joint creativity with content creators and subject matter experts by finding shared goals and language
  • engage diverse stakeholders in digital projects by understanding their perspectives instead of appealing to data and evidence alone

Using contextual research at GOV.UK to find an approach that works for everyone (case study)

Naintara Land, former Head of User Research, Government Digital Service

Naintara explains how her team ran a user research project about the needs of small business owners that helped both digital experts and subject matter experts to broaden their perspectives about their users’ context. This enabled people to step out of their entrenched positions and find an approach that satisfied everyone. You’ll learn:

  • how contextual research differs from usability testing, and how to use it in the “discovery” phase of projects to create shared understanding
  • how to present research findings in a way that unites stakeholders by suggesting hypotheses instead of making recommendations
  • tips for getting involved in user research when it’s not in your job description

Creating a digital service to support women after breast cancer treatment (case study)

Jo Wolfe, Digital Lead, Breast Cancer Care

Jo’s team worked with a technology accelerator programme to create BECCA, a digital service that supports women to adapt to life after breast cancer. The project involved people from across the organisation, including clinical experts, front-line staff, and executives. Hear how Jo’s team supported stakeholders to collaborate on content, design, and functionality using a combination of user research and iterative development. Learn how to:

  • understand the underlying needs your content will meet by participating in contextual research, side-by-side with your stakeholders
  • collaborate continuously with stakeholders from across the organisation by including them in an iterative design process and regular usability testing
  • approach people who you don’t normally work with and invite them to work together on content

How to build effective cross-disciplinary teams (panel of hiring managers)

featuring Facebook, GDS, Breast Cancer Care, and Brilliant Noise

How can we build and nurture cross-disciplinary digital teams? In this panel discussion featuring hiring managers from digital teams in government, technology, charity, and agencies, you’ll learn:

  • what it’s like to work in digital teams in different sectors
  • how digital teams recruit across disciplines
  • what hiring managers look for when they’re trying to fill a role

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