Developing Real Business Content (EN)

Content is king, but not every company is Coca-Cola with a branding budget. Kate Morris of the agency Distilled has worked with more than 40 clients, from big brands to a private preschool in Austin, and makes content for industries that are hard to talk about, such as auto loan refinancing. In this talk she shows how to create content for companies hardly anyone has heard of.

You'll learn why Kate believes there is no boring industry and what to do when you don't know what to write. She walks through the whole process: one persona built from real customers, company, campaign and website goals, brainstorming, filtering ideas, and backing them up with data from competitors or your own sources. She closes with why each type of content is measured differently and why a blog bounce rate of around 60–80 % is no reason to panic.