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Avoiding The Content Strategy Trap

  • May 29, 2012 · 6:30 PM
  • The Barbarian Group SF

We're excited to announce a forthcoming Meetup: Scott Abel, The Content Wrangler, will explore The Content Strategy Trap and how failing to avoid it often leads well-intentioned strategists down the wrong path. Attendees will learn how avoiding the trap led one retailer to become a publisher of online repair manuals designed to teach "do-it-yourselfers" how to fix things, while selling them the goods they need to do the job. Sales are driven completely by visually engaging, standardized instructional content delivered to the web, to smartphones and to mobile devices. Return on investment is no longer a wild guess. It's directly tied to individual pieces of content. By thinking outside The Content Strategy Trap, the retailer has become the leader in their market. Their strategy is so successful that other retailers of products that require assembly, sometimes break, or need occasional maintenance are clamoring to replicate it. Attendees will learn: * what content strategy is (and what it's not) * why silos can negatively impact strategic decisions * how thinking differently about technical communication can open numerous possibilities for improvement Oh, and did we mention there will be a raffle for conference passes and books? About Scott Scott Abel, aka The Content Wrangler, is an internationally-recognized content strategist and social networking choreographer whose strengths lie in helping global organizations improve the way they author, maintain, and deliver information.

In addition to his popular business blog,, an online resource for content professionals with an interest in content management, content marketing, content standards and content technologies, Scott maintains several online communities on Facebook and Linkedin, and is a popular and influential technology micro-blogger on Twitter. He writes regularly for trade and industry publications, blogs, and newsletters and is a popular presenter at publishing and other content-focused events. 

In his free time, Scott is a dance music mashup artist, dj and music producer who has been spinning tunes since 1982.

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  • Tosca F.

    Great mix of practical advice and inspiration for content folks.

    May 30, 2012

  • A former member
    A former member

    I laughed, I cried, I thought about style guides.

    May 30, 2012

  • Scott A.

    I hope to see you on Tues evening at Barbarian Group for SF Content Strategy Meetup. As I won't have access to a projector, I wanted to encourage you to visit the following URLs that I will be mentioning at our meeting: <-- broke from tradition and succeeded <-- upcoming event in Portland <-- coming Feb 2013 to SF <-- required reading for professional content strategists

    May 27, 2012

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