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Rescheduled: Building a Content Strategy Using Mental Models

Have a lot in your head about content strategy, but not sure how to turn it into a reality? Mental models are a way to take what’s in your brain and put it on paper. Using data such as consumer behavior and buying cycles, this process (based on Indi Young’s book Mental Models) lays out user goals and then maps content to those tasks, identifying gaps and opportunities for reuse. Once you have a tangible model to share, you can distribute it to your organization and get your stakeholders involved in executing your content strategy. Lauren Moler of National Instruments will share a case study that resulted in increased leads and online revenue for NI following this methodology.

This session was originally presented at Content Marketing World 2013 to great reviews. Lauren also described the process in a fantastic interview with Colleen Jones posted on the Content Science blog: http://content-science.com/expertise/content-insights/mental-model-mapping/

About Lauren:

By day, Lauren Moler is a lover of content strategy and all things user experience. By night, she is a crafter extraordinaire. Lauren works as a content strategist and information architect for National Instruments, a high-tech B2B company in Austin, TX. She’s just an ordinary gal in a cubicle, working to craft better content for ni.com.

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  • Grishma

    Loved all the info. It was great to get a bird's eye view of how to manage complex strategy simply

    March 2, 2014

  • Denise A.

    It was a great presentation. I was sharing this information with someone today. Thank you.

    1 · February 26, 2014

    • Lauren

      Excellent!

      February 27, 2014

  • Karen J.

    Wonderfully informative with valuable information on mind mapping. I was able to wrap my mind around a complex topic thanks to the great presentation.

    1 · February 25, 2014

    • Lauren

      Thank you, Karen! I'm so glad you found it helpful!

      February 26, 2014

  • Margaret H.

    I can't open the preso. Would you mind emailing it to me at [masked]? Thanks!

    February 25, 2014

  • Mary Anne C.

    Sad to miss, sounds fascinating, but in rehearsals that night! Enjoy! mac

    February 20, 2014

  • Bob B.

    Sorry to miss this meeting. Looking forward to next time.

    February 12, 2014

  • Don D.

    To my disappointment, I'll be en route to Intelligent Content Conference that day, so post some meaty reviews after this is over!

    February 11, 2014

    • Jenny M.

      Will do! Sorry for the schedule conflicts... Don and Christopher, perhaps we can get highlights from one or both of your talks at Intelligent Content? I know our group would really appreciate the chance to hear from you both. And yes, it looks like Pizza Bistro paid their tax bills and are good to go (though I WILL be calling to confirm the day before this time!).

      February 12, 2014

  • Jenny M.

    Will do! Sorry for the schedule conflicts... Perhaps we can get highlights from one or both of your talks? I know our group would really appreciate the chance to hear from you both. And yes, it looks like Pizza Bistro paid their tax bills and are good to go (though I WILL be calling to confirm the day before this time!).

    February 12, 2014

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