"Planning for the creation, aggregation, delivery and governance of usable, useful and appropriate content in an experience."
After she hands out homemade cookies (!), she begins by segmenting the audience by function: whether you're a designer, an SEO specialist, a project manager or IA, or a communication strategist, there are critical questions that need to be asked to ensure that you're presenting your brand intentionally and effectively. Some questions to be asked:
For designers: How do you visualize abstract concepts without concrete terms?
For IAs/PMs: How do you budget by page count if you don't know how many pages you need to fully express your key points or complete key interactions?
For social media strategists: How do you get your brand to stop talking about themselves and genuinely engage? And what's an editorial calendar anyway?
There are a ton of considerations here, and a lot of questions and pointers to get this conversation started in a real way. But the upshot is simple: costs savings, better user experiences, more conversions.
Here are some resources to check out for more information: