Wrangling websites post launch at the Now What? Conference
I’m excited to be taking part in the 2014 Now What? Conference April 23-24 in bustling Sioux Falls, South Dakota. The two-day conference is exclusively focused on what happens after you launch a website. Longtime readers of the CMS Myth know this is a near and dear topic. Our agency even launched a Day 2 practice to help organizations with these challenges.
The conference hits this topic between the eyes in its event write up:
We all know the truth about websites: they don’t like to cooperate just because they’ve launched. They are living, breathing organisms, constantly changing and in need of updates and editorial guidance.
The reality is too few digital and content professionals focus on post launch management with the same intensity or structure as getting a website launched in the first place. We have an army of specialized roles, external agencies and (often one-time) capital investments to get websites off the ground. Once launched, these resources get redeployed to new projects or evaporate entirely. Most organizations are left in a firefighting mode with too few people and little structure on how to balance the ongoing care and feeding of the digital channel with new strategic initiatives.
My talk will focus on how we can make digital experiences better through post-launch personalization and testing. I’ll be exploring how the same user-centered approaches we (hopefully) all take in designing websites can be applied to ongoing optimization programs. I’ll also look at how we can demystify the complexity of personalization and take pragmatic steps toward providing more relevant content and experiences that are good for the user and the business.
The folks at Blend Interactive have organized a great lineup featuring keynotes from Kristina Halvorson and Karen McGrane. Those two content strategy luminaries alone should be enough to get you on the next plane to the Mt. Rushmore State, but if that’s not enough, they have three Jeff’s on the lineup with myself, Jeff Eaton and Jeff Sauer. Well played, well played.
Thanks to Deane Barker and Blend for organizing such a great event and I look forward to seeing some of you there in person. Tickets are still available, so don’t delay if you’re thinking about coming. My only disappointment is that Sioux Falls is 369 miles away from our four granite friends, so I’ll have to knock off that “bucket list” experience on a future trip.