When approaching semantic content solutions, it’s often tempting to focus on technologies and platforms. This session looks at the interpersonal and business side of optimising content models and use of semantic structures inline (semantic XML) and centrally stored (ontology management). Leveraging experience with marketing departments in large organisations, we will look at: the use cases that marketers and marketing departments find compelling; business drivers behind the adoption of semantic content; and methodologies for collaborating with domain experts that have little-to-no understanding of semantic content.
The session will primarily address these questions: How do you best present the benefits of semantic solutions to a non-technical audience? The client is not always right, because they are working on out-of-date or invalid assumptions, so how do you best do the pre-work necessary to best validate the semantic designs that you are putting in place? How you ensure you are future-proofing content for omnichannel use cases, rather than optmising only for one or two key channels?
Content Strategist / Futurist
Urbina Consulting
http://urbinaconsulting.com/
Noz Urbina is a globally recognised leader in the field of content strategy and customer experience consultancy. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment.
