The Truth About Content: Broken Dreams and the Big Fix
At her 2018 SXSW talk, Kristina Halvorson shared a smart strategic framework that will finally help you manage content with confidence, now and in the future.
Earlier this month, I had the pleasure of speaking at SXSW for the sixth (!) time. I was feeling some pressure to say something new and exciting (like, “AI is the future of content!” or “Customers will expect your content in virtual experiences!”) … but as I was working on my talk, I realized that my messages weren’t that different than what I’ve said in years past:
- The content marketing industry is, by and large, leading companies down a dark path.
- Content is more complicated than most people realize.
- Honest, open collaboration between siloed teams is absolutely necessary if we’re going to fix our broken content processes.
- If we don’t listen to our audiences—really listen to them—we will never win the loyalty and trust we so desperately crave.
I can’t tell you what’s next in martech, and I know just enough about AI and VR to be dangerous. What I can tell you is that technology won’t fix our content problems. Sexy? No. But common sense rarely is—and, based on my 20 years of doing this work, the folks who embrace it (and eschew All the Bright, Shiny Things) are the ones driving real change.
Kristina Halvorson is widely recognized as one of the most important voices in content strategy and UX. She is the owner of Brain Traffic, a content strategy consultancy; the author of Content Strategy for the Web; the host of The Content Strategy Podcast; and the founder of the popular Confab and Button conferences. Kristina speaks worldwide about the importance of content strategy, educating and inspiring audiences across every industry. She lives in St. Paul, Minnesota with her two fantastic teens.