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2017 SSP 39th Annual Meeting

Concurrent 4A: Content Strategy: The Art and Science of Organizational Alignment

Industry Challenges
Concurrent 4A: Content Strategy: The Art and Science of Organizational Alignment

Societies and associations create content in many parts of their organizations. There are the peer reviewed content types on which we often focus, including journals, books, guidelines, standards, policies, opinions, etc., as well as educational, meeting-related, marketing and communications content, all of which can take diverse forms (text, videos, simulations, podcasts, etc.). How can we ensure that content creation across all areas of our organization is done deliberately, is aligned with our mission constituents, and has strong ROI in revenue or reputation? We take the time to architect a content strategy!In this session, participants will learn the key steps to defining and implementing a successful content strategy. Participants will come away with an understanding of why content strategy is important, the necessary steps to create one, and how to translate that strategy into revenue and increased customer and organizational value.


Ann Michael, Delta Think
Ann Michael is President and Founder of Delta Think, a publishing consultancy focused on innovation in product strategy, development, and content management. Delta Think has worked with dozens of major commercial and non-profit scholarly and educational publishers as they clarified their business objectives, gained insight into their customers needs, defined new content products and business models, introduced new tools and technologies, and developed the skills and expertise needed to be successful in an ever changing publishing environment. Ann is currently President-elect of the Society for Scholarly Publishing (SSP), a frequent organizer and speaker at publishing conferences and events, and is a contributor to the SSP’s blog, The Scholarly Kitchen.
Twitter Handle: annmichael
Jill Treby, International Association for the Study of Pain
Jill Treby is the Director of Membership and Marketing at the International Association for the Study of Pain (IASP), the leading professional forum for science, practice, and education in the field of pain. As the largest multidisciplinary organization focused specifically on pain research and education, Jill oversees the communication and delivery of scholarly content and program information to their very diverse membership of scientists, clinicians, health-care providers, and policymakers. With a scholarly publishing and association management career spanning more than 18 years, Jill has a reputation for fostering strategic insights and innovation, risk-taking, effective collaboration, thoughtful leadership, and delivery of high-impact programs such as the IASPs newly-developed content and digital strategy. Prior to joining IASP in 2016, Jill also held management positions at the American Geophysical Union and the American Chemical Society.
Twitter Handle: IASPPAIN